Marketo acquires Bizible to launch marketing automation platform

Marketo, Inc.,the company that provides engagement marketing software, has just acquired Bizible, a marketing performance management software, for an undisclosed sum. The deal was announced at the Marketing Nation Summit.

According to Steve Lucas, the CEO of Marketo, the acquisition is aligned with both companies’ vision to provide “powerful, innovative, and robust marketing software that gives marketers the edge to win in the Engagement Economy.”

“Together, our solutions create an industry-first platform for marketers to plan, engage, and measure by understanding what directly fuels ROI,” he added. “The combined product strength of Marketo and Bizible provides all marketers everywhere enhanced visibility into every touchpoint across any channel. Our investment will accelerate Bizible’s impressive growth and provide instant and achievable benefits to our current and future customers in the enterprise and beyond.”

Many chief marketing officers have been calling for better attribution to help them spend their budgets more effectively. Together, Marketo and Bizible plan to roll out a marketing automation platform globally.

This will incorporate better full funnel analytics, campaign planning strategies and budget management.

In addition, Bizible clients will gain access to the Marketo Engagement Platform and be able to access new technologies through various partners as part of the LaunchPoint partner ecosystem.

Bizible co-founders Aaron Bird, Andy Turman, and Peter Thompson will be joiing the Marketo team as part of the deal.

“Under the umbrella of Marketo, we will continue to aggressively innovate while also leveraging the breadth of the Marketing Nation to reach even more customers with our game-changing technology,” said Aaron Bird. “We remain committed to delivering marketers effective solutions that provide the analytics and insights needed to make smart decisions and grow their companies.”