Case Study: Apptio achieves more than 3x campaign ROI with Bizible

Apptio Reallocated 10% of AdWords Budget to Grow Revenue

Apptio, a leading provider of cloud-based Technology Business Management (TBM) software used by hundreds of customers including over a third of the Fortune 100, aimed to grow mainstream adoption by aligning Marketing and Sales. Aashish Dhamdhere’s demand generation team invested across channels like paid and organic search, LinkedIn and social, but struggled to calculate true return. They were relying on early-funnel metrics in isolation and couldn’t connect marketing activity to closed revenue, leaving ROI as largely a guess.

By deploying Bizible, Apptio began tracking leads through to close and calculating five revenue performance indicators for each investment, revealing which campaigns, keywords and messages actually drove revenue. They cut about 10% of monthly Search spend on poor performers and reallocated it to higher-value keywords, boosting some campaign ROI by more than 3x. The result: clearer performance insights, major cost savings, and marketing recognized as a revenue-driving function.

Apptio

Aashish Dhamdhere

Director of Demand Generation