Case Study: AppFolio (property management software) achieves accurate campaign attribution and major time savings with Bizible

Bizible & Marketo Attribution Integration

AppFolio, a property management software company, faced a marketing attribution problem: leads from SEO and PPC flowed into Salesforce but lacked reliable attribution data in Salesforce and Marketo, leaving Marketing Manager Jonathan Brownfield unable to measure campaign ROI. Marketo’s built-in reporting proved unreliable for organic and paid attribution without extensive manual setup.

By integrating Bizible with Marketo and Salesforce, AppFolio gained automated, first-click attribution—Bizible pushes custom Salesforce fields into Marketo, updates lead source, organic keywords and AdWords data, and assigns leads to the correct Marketo programs. The integration saved hours or days of manual work and gave Jonathan clear visibility into where leads originated, enabling more informed campaign decisions and ROI tracking.

AppFolio

Jonathan Brownfield

Marketing Manager, Appfolio