In the largest acquisition in the company’s history, martech company Marketo has acquired Bizible, a provider of marketing performance management software.

The acquisition combines two companies with complementary technologies and analytics, designed to allow organisations to seamlessly link revenue back to marketing investment. The announcement was made on stage in front of thousands of marketers at Marketing Nation Summit, Marketo’s annual conference last week.

The financial terms of the acquisition were not released.

“This acquisition doubles down on Marketo and Bizible’s shared commitment to providing the most 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,” said Steve Lucas, CEO, Marketo.

“The combined product strength of Marketo and Bizible provides all marketers everywhere enhanced visibility into every touch point 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.”

One of the top demands from chief marketing officers is for better attribution to help them spend budgets more effectively. The combination of Marketo and Bizible offers sophisticated attribution with the broadest and most powerful marketing automation platform in the world.

Marketers will be able to have a greater understanding of full funnel analytics, from campaign planning through to execution and revenue, enabling teams to more intelligently spend their budgets and only invest in things that offer them the greatest marketing returns.

“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, co-founder and CEO, Bizible.

“We remain committed to delivering marketers effective solutions that provide the analytics and insights needed to make smart decisions and grow their companies.”

In addition to connecting through the Marketo Engagement Platform, Bizible customers will also have access to new technology through the large and growing list of partners in the LaunchPoint partner ecosystem and the vast community that is the Marketing Nation.

Organizations who use marketing automation providers other than Marketo will continue to have access to the full range of Bizible solutions.

Bizible’s three co-founders, Bird, Andy Turman, and Peter Thompson, and the Bizible team will join the Marketo team continuing to work out of the Bizible office in Seattle, which will become a satellite for Marketo.

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