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Introducing Segment-Level GTM Analytics.
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Dreamdata vs. Bizible: Which Is the Right Tool for You?

April 4, 2023
June 10, 2024
Table of Contents

In the B2B industry, measuring and optimizing the impact of marketing efforts on revenue is quite challenging. This is because of lengthy, non-linear sales cycles involving several stakeholders and touchpoints.

Many multi-touch attribution tools are available in the market that help marketers and sales teams alike to solve this challenging task. Each of these tools have their own unique features and approach to attribution.

In this blog, we compare two such attribution tools - Bizible and Dreamdata and evaluate the features and pricing of both tools and help you select the right one for your business. 


  • Adobe Marketo Measure, formerly known as Bizible, is an enterprise-grade platform, while Dreamdata is more suited for small to mid-sized companies.
  • Dreamdata and Bizible are both B2B attribution and analytics platforms that empower their users with multi-touch attribution, predictive analytics, and content analytics.
  • Dreamdata integrates with more softwares and tools compared to Bizible.
  • According to user reviews from G2 and Capterra, Dreamdata ranks higher than Bizible when it comes to
  • Ease of use
  • Customer support
  • Bizible is better than Dreamdata in terms of 
  • Custom attribution model
  • Compliance
  • When it comes to pricing Bizible is priced higher and requires additional spending for implementation and configuration.
  • In the case of Dreamdata, small to mid-sized B2B companies can use the free version, while companies that require advanced revenue attribution can settle for a paid version that costs $999/month.

About Dreamdata

Dreamdata is a revenue attribution platform suited for small and mid-sized companies.

Dreamdata is a B2B revenue attribution platform that helps businesses connect data across their GTM martech stack and gain insights into their customers’ journey.

Additionally, the tool enables businesses to run custom account-based attribution models to track, measure, benchmark, and predict revenue of various channels in the buyer’s journey.

Dreamdata also maps every touchpoint in the customer journey. As a result, it helps users visualize customer journeys at an account level. According to G2, Dreamdata is the best fit for small to mid-market-sized businesses.

About Bizible [Now Marketo Measure]

Adobe Marketo Measure a.k.a Bizible is an attribution software built for enterprises.  

Adobe Marketo Measure, formerly known as Bizible, is an enterprise-grade B2B attribution platform. The platform helps visualize the complete customer journey from the first touchpoint to the last.

This helps sales and marketing teams drive ROI and improve campaign influence on the pipeline.

Since Bizible was primarily built for Salesforce and Microsoft Dynamics, it offers a relatively seamless integration experience with the two platforms.

Dreamdata vs. Bizible: Common Features

Here, we identify and discuss the common features between Dreamdata and Bizible and explore how businesses can benefit from them. 

Attribution models

Attribution is one of the core features both tools provide. 

Both tools can track and identify touchpoints across different channels (online and offline). In addition, they both support a range of attribution models to attribute revenue to influential channels. When compared with each other

Bizible offers 6 attribution models.

  • First Touch
  • Lead Creation (Last Touch)
  • U-Shaped
  • W-Shaped
  • Full Path (Linear)
  • Custom Attribution Model

Dreamdata offers 8 attribution models

  • First Touch
  • First Touch Non-Direct
  • Last Touch
  • Linear
  • Linear Non Direct
  • U-Shaped
  • W-Shaped
  • Custom Attribution Model

Content analytics

Content marketing is a great way of engaging with B2B audiences. With content analytics businesses are able to tie content efforts to revenue and pipeline.

Bizible and Dreamdata provide valuable insights into content strategies. Content teams can use these insights to understand the performance of their efforts and optimize them to drive more MQLs. 

When compared with each other, we find that Dreamdata’s content analytics feature helps users 

  • Measure the success of their content based on revenue and pipeline.
  • Understand the topics and types of content that influence accounts the most at various stages of the pipeline.
  • Identify the source driving the traffic to the content, whether it’s social, organic or paid.
Dreamdata’s Content Analytics dashboard.

With Bizible, marketers can

  • Combine various reports to  better understand what's driving engagement and conversions. Eg. A content based report can be combined with a MQL report to find what content is influencing MQL.
  • Apply various attribution models to content pieces to identify how various sources have contributed to its performance.
  • Use various filters to get specific insights. Eg. Identify what content brought traffic to a specific landing page or the type of content that leads download the most.

What Dreamdata Does Better

Here we identify the areas where Dreamdata has a clear upper hand when compared to Bizible


When it comes to integrations, Dreamdata has a clear upper hand compared to Bizible.*

 Integrations supported by Bizible and Dreamdata

*Based on information available on the website and documentation.

Ease of use and setup

User ratings on G2 reveal that Dreamdata is much easier to use than Bizible. When it comes to ease of setup, Dreamdata is a clear winner.

Bizible, being an enterprise-level platform, requires a lot of time and effort to implement. Also, businesses may require a solutions provider to implement and configure Bizible.

Users say that Dreamdata is easy to use, even for non-technical marketers.
Dreamdata’s user rating showing quality of support
Bizible’s user rating showing Ease of Use and Setup
User review reveals that implementation of Marketo Measure, depending on business requirements can take up to 3 months.

Customer support

Providing excellent customer support is crucial in B2B SaaS. It helps businesses build long-term relationships with their customers. Customer support and customer success also help

  • Retain customers:  Customers who are satisfied with the product and have their voice heard tend to stay. Retaining customers is much more cost effective than acquiring new ones.
  • Increase customer loyalty: Loyal customers become product advocates and help spread information about the product through word of mouth.
  • Gather feedback from customers: Suggestions, feedback, etc from customers can help improve the product and make it more valuable to the customers. 

Both platforms have great customer support based on the user reviews from G2. But Dreamdata slightly outshines Bizible on this front.

Customer reviews on Dreamdata’s quality of customer support.
 Customer reviews on Bizibles’s quality of customer support.
Dreamdata’s user rating showing quality of support
 Adobe Marketo Measure a.k.a Bizible’s user rating showing quality of support

What Bizible Does Better

In this section we go over the areas where Bizible is better than Dreamdata. 

Custom Attribution 

One of Bizible’s advanced features is the custom attribution. This feature allows users to identify and choose touchpoints from the buyer journey that they want to include in the model.

The tool also empowers users to control the percentage of revenue attributed to the selected touchpoints. Alternatively, users can choose to use the suggested revenue attribution percentages suggested by Marketo Measure’s (Bizible) machine learning model.

 Users can select the touchpoints or stages in the buyer journey they want to include in the custom attribution model.
Users can also input custom revenue attribution percentage value or use the values suggested by the machine learning model.

User reviews on Bizible’s custom attribution model talking about how easy it is to customize and use the model.


Dreamdata and Bizible comply with common data security and privacy standards such as GDPR and SOC 2.

But Bizible being an enterprise tool complies with additional international standards compared to Dreamdata. You can take a look at the complete list of certification each tool has below.

Data security and privacy standards that Adobe Marketo Measure (Bizible) and Dreamdata comply with.

Dreamdata vs. Bizible: Pricing

A product’s pricing is a critical component for companies as it impacts revenue, profitability, competitiveness in the market among other factors. In this section we compare the pricing of the two tools.

Bizible Pricing

Bizible (Marketo Measure) does not have a transparent pricing policy. Therefore, interested visitors will have to get in touch with their team to get a custom quote for their business.

G2 pricing insights of Bizible. 

Pricing insights from G2 reveal that Bizible is 13% more expensive than the average attribution tool.

Also to note, is the cost incurred when hiring a separate IT solutions partner to implement and configure the tool. This makes Bizible an expensive tool and suited for larger organizations. 

Dreamdata Pricing

Dreamdata offers both free version and paid plans.

  • Team - $999 per month 
  • Business - A custom plan. Details are available upon request.
Pricing plan of Dreamdata

Though Dreamdata is on the expensive side, the free version suits small to mid sized B2B organizations while the paid version is more suited for B2B go-to-market teams that need advanced analytics and attribution.

Still Unsure Which B2B Attribution Tool To Go With?

The right attribution tools depend on your business’s requirements and goals.

If you are an enterprise grade organization that believes in the saying “If it’s not in Salesforce, then it doesn’t exist” or MS Dynamics for that matter, then Bizible is the best fit for you.

On the other hand if you're a new age small to medium sized organization using various platforms in your martech stack then Dreamdata is the one for you.

When compared to Bizible,  Dreamdata

  • Is relatively cheaper.
  • Has more integrations.
  • Is easy to use and  implement.
  • Is Less clunky as it uses a modern techstack and better UI/UX elements.
User review revealing that Bizible is a clunky tool.

.But if you are still not convinced and would like to bargain for more, then we suggest you take a look at Factors.ai.

Factors has all the features that your business needs to

Factor.ai’s powerful features. Multi-touch attribution, unified account analytics, AI feature ‘Explain’ and visitor identification.

When compared to Bizible, Factors is much easier to implement. In fact our no-code integrations and onboarding support ensure that you can get started in 30 minutes.

The tool also integrates with more modern softwares used by B2B businesses. Factors integrates with

  • Hubspot
  • Facebook Ads
  • LinkedIn Ads
  • Google Ads
  • Salesforce
  • Segment
  • Bing Ads
  • Rudderstack
  • Marketo
  • 6Sense
  • Clearbit
  • Leadsquared
  • Drift
  • GSC
  • Slack
  • Google Spreadsheet

Factors when compared with Dreamdata complies with additional data and privacy standards. Factors is GDPR, SOC2 Type I and Type II compliant whereas the latter does not comply with SOC2 Type II. 

Factors also provides businesses with more attributional models to work with compared to Dreamdata and Bizible. The 9 attribution models available in the platform are

  • First Touch
  • First Touch Non Direct
  • Last Touch
  • Last Touch Non Direct
  • Linear
  • W Shaped
  • U Shaped
  • Time Delay
  • Influence

Below are some of the features that our users love and that are not available in Bizible and Dreamdata.  

  1. Advanced web analytics: - Factors automatically tracks all user interactions in the website. There is no need for the users to set up custom tracking or spend time on other tools for visitor behavior analysis. Some of the interactions that Factors track are
  • Page Time Spent
  • Scroll Depth
  • Page Count
  • All Button Clicks
  • Product Milestones
  • Form Fill Attempt
  • Custom UTMs (apart from the regular UTMs)
Factors.ai auto form and click capture feature, tracks all user interactions without the need for manual set up.
  1. Account identification: - Factors website account identification capabilities are extremely useful for businesses looking to know who's visiting their website. By identifying anonymous account-level traffic and what they engage with the most businesses can create personalized marketing and sales efforts to succeed in Account Based Marketing.  
  2. Path analysis: - This feature provides insight into the user interactions at each stage of the customer journey. It also reveals the most influential path that converts visitors into leads.
 Path analysis feature in Factor.ai shows the various paths that visitors take when they visit your website.
  1. Custom funnel analysis: - Generate focused funnel reports by adding necessary KPIs and events from both website and CRM.
  2. Slack alert: - Users get notified in real-time whenever there is any anomaly in KPIs or when an event occurs. Eg When MQL has filled a demo form the sales team can immediately reach out to them or when the CPC of a campaign has shot up by 25% in the last week compared to the previous week.
Automated Slack alerts from Factors.ai when any event occurs.

Read more about Factors’ features

Customer review on G2 about Factors

Factors Pricing

Factors apart from offering more features compared to Bizible and Dreamdata, it is priced relatively lower than both. There is also a 14-day free trial 

Factors.ai Attribution & Analytics pricing plans.

The paid plans for Factors attribution solutions are as follows:

  • Starter - $399 per month (0 - 10K monthly visits)
  • Growth - $799 per month (10 - 100K monthly visits)

The details on the Custom and Agency plan is available upon request. Visit the pricing page to know more.

Want to learn more about Factors?

See how we can help your team over a quick call or an interactive product tour

Want to make the most of your LinkedIn ads?

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