Companies that use Marketo Measure

Source: Analysis of Linkedin bios of 487 companies that use Marketo Measure

I noticed that Marketo Measure customers are predominantly companies selling complex B2B software, technology infrastructure, or specialized professional services. These aren't consumer apps or simple products. They're organizations offering enterprise platforms (like Mediaocean's "$200 billion in annualized ad spend"), cloud-native infrastructure (Crusoe's "AI cloud platform"), or sophisticated healthcare technology (Teladoc's "virtual care" orchestration). Many sell directly to other businesses with long sales cycles, high consideration purchases, and multiple stakeholders involved in buying decisions.

These are established, scaling enterprises, not early startups. The signals are everywhere: most have 200+ employees, many are in later funding stages (Series C and beyond) or already public, and several mention serving thousands of customers. Booz Allen Hamilton has 37,000+ employees, while companies like Cockroach Labs and Zuora sit in that 500-1,500 employee sweet spot where marketing attribution becomes critical. Even smaller companies in the list appear to be mature, with established customer bases and proven business models.

A salesperson should understand that Marketo Measure customers are sophisticated B2B organizations where marketing directly influences pipeline and revenue matters enormously. These companies have complex, multi-touch customer journeys and likely significant marketing budgets they need to justify. They're past the scrappy startup phase and need to prove marketing ROI to finance teams and boards.

Source: Analysis of 100 job postings that mention Marketo Measure

My analysis shows that Marketo Measure buyers are predominantly marketing operations leaders, with Directors of Marketing Operations representing 24% of roles, Marketing Operations Managers at 18%, and Directors of Demand Generation at 12%. These leaders sit at the intersection of marketing, sales, and revenue operations, focusing on strategic priorities like attribution modeling, pipeline measurement, and proving marketing ROI. They're building teams to support what one posting calls "world-class Marketing Operations function grounded in strategy, data, and scalable processes."

The day-to-day users are marketing operations specialists and analysts who manage the technical implementation. These practitioners use Marketo Measure alongside platforms like Marketo Engage, Salesforce, and ABM tools to track multi-touch attribution, optimize lead scoring, manage campaign performance reporting, and ensure data flows correctly across the tech stack. One role describes responsibilities as "monitoring campaign performance and flagging anomalies, trends, or optimization opportunities," showing the hands-on analytical nature of the work.

The pain points center on proving marketing's impact and connecting activities to revenue outcomes. Companies want to "translate marketing investments to real business outcomes" and achieve "clear full funnel reporting of Marketing performance." Multiple postings emphasize building "attribution modeling and tracking" to demonstrate "clear insight into campaign performance and lead source impact." The recurring theme is transforming marketing from a cost center into a measurable growth engine with data-driven decision making at its core.

Source: Analysis of tech stacks from 487 companies that use Marketo Measure

I noticed that Marketo Measure users run sophisticated, enterprise-level B2B marketing operations with complex, multi-touch sales cycles. The presence of intent data platforms like 6Sense alongside conversation intelligence tools like Qualified and Drift Premium tells me these companies are deeply invested in account-based marketing strategies. They're tracking buyer journeys across multiple touchpoints and need attribution software that can handle that complexity.

The pairing of Qualified and Drift Premium with Marketo Measure makes perfect sense. These companies are capturing anonymous website visitors, identifying accounts showing intent, and then routing those conversations strategically. They need Marketo Measure to connect those early-stage interactions back to eventual revenue. Similarly, the strong correlation with Adobe Audience Manager suggests they're running paid media campaigns across multiple channels and need to understand which audiences actually convert. Highspot's presence indicates their sales teams are highly enabled with content, and they want attribution on which materials actually influence deals.

My analysis shows these are definitively marketing-led organizations at the growth or mature stage. They've moved beyond basic lead generation into full revenue attribution. The inclusion of Gainsight reveals they're likely selling software or services with recurring revenue models where customer success matters as much as acquisition. These aren't startups experimenting with their first marketing automation. They're established companies with dedicated marketing operations teams, likely spending six or seven figures annually on their marketing technology stack.

A salesperson approaching Marketo Measure prospects should understand they're talking to sophisticated buyers who already believe in marketing attribution. The conversation isn't about whether to track ROI, but about getting more granular, accurate attribution across an increasingly complex buying journey. These companies have budget, they have executive buy-in for marketing technology, and they're trying to optimize what's already working rather than prove marketing's value from scratch.