The 2025 Adobe Summit made one thing clear: Adobe is doubling down on B2B. With a renewed focus on Marketo Engage and a suite of enhancements grounded in core functionality, this year’s event showcased where the industry is headed and how marketers can keep up.

https://attributa.io/2025/05/06/adobe-summit-2025-recap-what-b2b-marketers-need-to-know/

In this article, we explore how to effectively plan and implement activity attribution to track key touchpoints in your customer journey. It highlights the importance of capturing every marketing and sales interaction—whether digital, offline, or CRM-generated—to get a complete picture of what drives leads, opportunities, and closed-won deals.

Activity Attribution: Best Practices for Accurate Touchpoint Tracking

Most organizations use a tool like Marketo Measure to determine what works well—and that’s great! Marketo Measure does that very well. However, one of the most underutilized use cases for a tool like Marketo Measure is finding the marketing channels, tactics, and campaigns that don’t work well.

Finding Wasted Spend with Marketo Measure

A key feature of this release is the ability to add Campaign and Campaign Member fields as segments, enhancing reporting capabilities in both Salesforce and Discover.

September 2024 Marketo Measure Release Notes: A Breakdown

One of the great things about Marketo Measure is that it tracks someone’s true first touch with your organization. No, not their conversion point… but the thing that happened prior to that.

How to Manage Pre-LC Touchpoints in Marketo Measure

Use this Maturity Model to identify where you are strong and where you have areas for growth. Create your path to full Marketo Measure maturity.

The Marketo Measure Maturity Model

Yes… Yes you can. Here’s the playbook.

If you’ve worked in the operations space for any length of time, you’re aware of Opportunity Contact Roles (OCRs), how they work, and why they’re important. But, one thing that comes up a lot when we work with clients on marketing attribution is how OCRs impact marketing attribution.

The idea of a “Golden Path” is something that many marketers are interested in. But, is it something you should be pursuing? Or, is it nothing more than fool’s gold?

Not sure if you’re ready for marketing attribution? Or, what the steps are to get yourself ready? This guide will help you make sure you’re ready.

Use this UTM Builder Tool to help your organization standardize, normalize and operationalize UTM best practices.

Use this Marketing Attribution Readiness Checklist to help you determine if your organization is ready for marketing attribution.

Learn more about how to take the pain out of recording marketing spend data with these best practices.

How to quickly backfill historical data in Marketo Measure.

Harness the Power of 1.

The Gateway to Predictive Analytics.

Integrate Marketing Automation with Cvent

Tracking “Dark Social” with Marketing Attribution

Here are the permissions required to ensure that the Marketo Measure/Bizible connected user has the correct permissions within SFDC in order to read and write data successfully.

So, you want to dive into Marketo Measure and start building some reports! It’s tempting when inheriting an instance, or getting access to a new MarTech tool, to jump right in and start building out.

Marketo Measure announced its Q4 Release Notes last week, and Attributa is here to cover the highlights and show you what’s new, what’s going away, and what to make of these changes!

Download this funnel metrics template to help you plan out your leads, MQLs, Opps and Wins based on previous performance.

We work with many clients at various points on the spectrum of marketing reporting maturity. Some orgs we work with are super early in their maturity, and some are much later in their maturity. But, the orgs that do marketing reporting best, have a reporting cadence.

Segmentation with Marketo Measure: How-to and Best Practices

This article won’t walk you through the technical set-up of segments, but rather will focus on some common use cases and best practices when thinking about configuration. If you want to read more about the specific setup steps, please reference this Adobe documentation.

How to Maintain your Marketo Measure Instance for Long-Term Success

Before setting up a custom model or custom stages with Marketo Measure (MM), it’s important to take a step back and think about what we’re hoping to accomplish. This article seeks to assist you and your team with the pre and post set-up of your custom stages/model with MM.

Watch this video to learn more about the nuts and bolts of how marketing attribution platforms create engagement data.

Watch this video for a deep dive into attribution models, how they work and how to make them work for you.

Watch this video to get some ideas for some very foundational attribution reports that you should be using.

Watch this video to learn some best practices around using UTMs.

Learn more about how to continue to grow your maturity with Marketo Measure with this guide. Chart your path to continued success and identify areas and ideas for growth.

Evaluating and selecting an attribution platform doesn’t have to be nightmare. Follow this guide to make your evaluation and selection process easier, more efficient and achieve better outcomes.