In the B2B industry, it's difficult to measure the impact of GTM efforts or attribute specific marketing touchpoints to revenue. This challenge arises because the B2B sales cycle involves several non-linear customer touchpoints over lengthy periods of time.
Several marketing attribution tools are available to help businesses solve this problem. However, with so many alternatives in the market, picking the right one can be overwhelming and time-consuming.
This article evaluates two of the most popular B2B marketing attribution tools. Bizible and HockeyStack.
We'll compare both tools' features, pricing, and other essential factors to help you decide which tool is the best fit for your business.
TL;DR:
- Bizible is now Marketo Measure - Adobe’s marketing attribution solution.
- Bizible does better than HockeyStack in terms of - Multi-touch attribution, Customer support, and tracking multiple channels.
- The implementation of Bizible could take up to 3 months.
- HockeyStack is better than Bizible in terms of - Intuitive dashboards, Third-party integrations, Funnels, Surveys & Impression Tracking.
- HockeyStack provides extra features like Funnels, Surveys, and LinkedIn impressions.
Table of Contents
- About Bizible
- About HockeyStack
- Bizible vs. HockeyStack: Common Features
- What Bizible does better
- What HockeyStack does better
- Bizible vs. HockeyStack: Pricing
- How to choose the right tool for your business
About Bizible [Now Marketo Measure]
Bizible is a marketing attribution and revenue planning platform for B2B marketers. It helps businesses understand the impact of their marketing efforts on revenue by providing insights into which channels, campaigns, and tactics drive the most income and ROI.
Bizible was acquired by Marketo, which itself was acquired by Adobe in the same year (2018). The tool is now rebranded to Adobe Marketo Measure.
About HockeyStack
HockeyStack is an analytics platform that tracks and analyzes user behavior across websites and mobile apps. It unifies all relevant data in one place, helping companies understand how different factors influence engagement and revenue generation.
HockeyStack offers many features, including event tracking, funnel analysis, and cohort analysis. It also includes a customizable dashboard to visualize and understand data in real-time.
Bizible vs. HockeyStack: Common Features
Since both Bizible and HockeyStack are attribution tools, they're bound to have some similarities.
Here we'll discuss the common features of each and explore how businesses can benefit from them.
Content Analytics
Content is king. Whether you have a blog, service page, or ad, content is key to driving brand awareness and conversions. Therefore, it is important to know how content is performing and how it affects the performance of marketing strategies.
Both tools provide valuable insights into the effectiveness of their content strategies. What distinguishes HockeyStack from Bizible is its ability to track and understand the traffic source’s MRR.
Otherwise, the common use cases are as follows:
- Identify the traffic to each content piece.
- Evaluate the engagement rate, CTR, and conversion rate of each content.
- Calculate the time spent on each web page.
- Pinpoint the influential content driving more prospects and conversions.
Suggested read: Measuring the ROI of your B2B Content
Customer Journey Mapping
Customer journey mapping is a crucial element when it comes to marketing, and both tools provide this feature.
Bizible’s robust multi-touch attribution models help pinpoint all key touchpoints and can aid in mapping the customer journey. Similarly, HockeyStack’s attribution and account-level journey features visualize all pre- and post-conversion journeys with all relevant touchpoints.
Custom Reporting
Users can create and access their reports using inbuilt templates in both tools. They also enable users to customize reports based on their needs.
How is it helpful?
A custom report can be modified to provide detailed insights into various marketing performance metrics, such as website traffic, conversion rate, and ROI. These metrics help understand which marketing efforts are working and which are not.
Conversion Tracking
Both tools can track and measure valuable user interactions such as page views, form submissions, newsletter subscriptions, and button clicks.
It is important to track conversion as it provides insights into what's working and what's not. This further helps businesses make data-driven decisions to improve their marketing campaigns.
Both tools allow marketers to track and measure conversion rates across channels and touchpoints. It further helps with the following:
- Identify high-performing channels that drive more conversion and revenue.
- Understand what prompts the customer to convert by tracking conversion at each customer journey stage.
- Identify campaigns and channels that don't perform well and optimize them.
- Associate revenue data with corresponding campaigns to prove ROI.
What Bizible Does Better
Multi-touch Attribution
Bizible is one of the best tools for multi-touch attribution and provides insights into online and offline touchpoints.
It provides users with various attribution models and is customizable to meet specific goals. It also can run multiple attribution models in parallel, which is absent in HockeyStack.
Though revenue attribution is one of the key features of HockeyStack, some users have found it complex to use. Therefore, Bizible remains the best choice in terms of multi-touch attribution.
Tracking Multiple Marketing Channels
Bizible is an excellent option for companies that use various marketing channels to attract potential customers. However, while HockeyStack can help track user interaction with social media platforms, they still need to catch up on offline touchpoints.
With Bizible, companies can pinpoint the channels that are driving qualified traffic. Then, by allocating marketing budgets and optimizing channel performance, companies can increase the likelihood of sales.
Customer Support
Both Bizible and HockeyStack provide good customer support. However, based on G2 and Capterra reviews, Bizible seems to have the upper hand.
Bizible’s customer support team works closely with customers to assist and solve any problems they experience with the software. They even attend to generic requests quickly.
What HockeyStack Ds Better
Intuitive Dashboards
HockeyStack provides a simple and customizable dashboard that allows users to identify critical data about website visitors on one screen.
Though Bizible claims to provide dashboards that are intuitive, reviews say otherwise.
Integrations
Integrations are crucial as they help collect and analyze data from different sources in a centralized platform. As a result, these integrations help businesses understand their marketing performance better and make data-driven decisions to optimize them.
Though both tools provide integrations, HockeyStack has more integration capabilities than Bizible. Moreover, according to the HockeyStack website, they provide custom integration. This means that if a user can't find a necessary integration, the HockeyStack team will build one for them.
Implementation
HockeyStack provides faster onboarding than Bizible. With HockeyStack, companies need to add just one code to their website. In contrast, the implementation process in Bizible can take up to 3 months and would require extensive IT support services, which Bizible does not provide.
Funnels, Surveys & Impression Tracking
HockeyStack offers some additional features that Bizible doesn't provide.
Funnels
This is one of the most valuable features of HockeyStack. It is a powerful analytical feature that helps users visualize the various stages of the sales cycle using graphics. Users can configure these stages to track how website visitors move from the home page to the pricing page, to a blog, and to schedule a demo.
Surveys
This allows users to create their own surveys for self-attribution and to understand the NPS score. Using these survey responses, a business can identify which channels influence the pipeline - from their users.
LinkedIn Impression Tracking
Linkedin Impression Tracking allows users to identify the companies that view their LinkedIn campaigns.
Bizible vs HockeyStack: Pricing
Bizible Pricing
Bizible (Marketo Measure) doesn't provide transparent pricing information on its website. Contact its sales team for more details.
Also, Bizible customer reviews often indicate that the pricing is higher than other tools.
Free Trial - Not available
Free Version - Not available
HockeyStack Pricing
HockeyStack also doesn't have pricing information on their website. According to their website, plans start from $949 per month.
Free Trial - Available
Free Version - Not available
How to Choose the Right Attribution Tool for Your Business
Choose a scalable tool that can be customized to address your business's unique needs and challenges. The scalability feature ensures that the tool will remain relevant even as the business scales and grows.
Apart from scalability and customization following are a few other points to consider before selecting a tool.
- Identify and understand the business requirements; this will help choose a tool that provides the insights you need.
- Marketing analytics tools are costly in general. So, ensure the tool solves your essential features and falls within your budget.
- Ensure the tool you choose enables third-party integrations with CRM, Ad platforms, etc.
- Select the tool that provides an intuitive UI.
- Make sure that the tool offers adequate customer support.
Still On The Fence About What B2B Attribution Tool To Go With?
If you feel Bizible nor HockeyStack is the right fit for your business, then why not consider Factors?
The tool is purpose-built for B2B SaaS marketers and has the best following features:
- Easy no-code implementation
- Effective touchpoint tracking [Online & Offline]
- Accurate path analysis
- Multi-Touch Attribution
- Website visitor identification
- ABM analytics
- Customizable reports, events, and dashboards
- Custom funnel analysis with selected KPIs
- Dedicated customer success management
And more, read about each Factors’ features
Our users love us, you can read more wonderful reviews on G2 and on Capterra.
Factors Pricing
Free Trial - Available
Free Version - Available
Factors provide various pricing plans, including customizable options. The pricing is as follows:
- Starter - $399 per month
- Growth - $779 per month
Contact the Factors team to learn more about the Custom and Agency plan.
