Dreamdata vs. HockeyStack vs. Bizible: B2B attribution comparison

Marketing attribution can make or break your B2B strategy. Imagine trying to navigate through a maze without knowing which turns led you to the exit – that’s what running marketing campaigns feels like without proper attribution tools. 

The right attribution software helps you map every touchpoint in your customer’s journey, showing you exactly which marketing efforts drive results. Dreamdata vs. HockeyStack vs. Bizible are three popular options that dominate the B2B marketing attribution landscape. 

Each platform offers unique capabilities and approaches to solving the attribution puzzle. However, with different features, pricing models, and target audiences, choosing between them requires careful consideration.

This comparison will help you understand the strengths and limitations of each platform, enabling you to make an informed decision based on your specific business needs.

We’ll examine their core features, pricing structures, and ideal use cases while also introducing you to a cost-effective alternative that might better suit your requirements.

Understanding B2B marketing attribution

B2B marketing attribution connects the dots between your marketing efforts and business outcomes. Unlike B2C attribution, which often tracks relatively simple purchase journeys, B2B attribution must account for longer sales cycles, multiple decision-makers, and various touchpoints across different channels.

Marketing teams use attribution tools to understand which campaigns, content, and channels contribute most effectively to their revenue goals and improve their marketing attribution strategy. This insight helps optimize marketing spend, improve ROI, and make data-driven decisions about future marketing investments.

When evaluating attribution tools, look for features like multi-touch attribution models, integration capabilities with your existing data stack, and detailed reporting functions. The ability to track both online and offline interactions and privacy compliance are also crucial factors to consider.

Pro tip: If you’re looking for a powerful attribution tool with advanced B2B-specific capabilities, consider Usermaven. It offers multi-touch attribution models tailored to B2B needs, integrates seamlessly with your marketing stack, and provides AI-powered insights for data-driven decisions. Plus, with Usermaven’s privacy-compliant tracking and detailed reporting, you’ll gain a comprehensive view of the customer journey without compromising user privacy.

Dreamdata: In-depth analysis

Dreamdata positions itself as a comprehensive B2B revenue attribution platform. The platform excels in data blending capabilities, allowing users to combine information from multiple sources to create a complete picture of the customer journey. Its revenue attribution features help businesses understand which customer acquisition funnel drives the most value, while its predictive analytics can forecast future performance.

Dreamdata’s pricing starts at $999 per month for 30,000 MTU (billed annually). The platform targets mid-market to enterprise companies, although it is considered costly compared to other solutions providing attribution. 

Cost comparison: Usermaven is a more cost-effective option, offering lower pricing per event compared to Dreamdata’s higher costs for monthly tracked users (MTUs).

Advantages:

• Extensive feature set 
• Strong data blending capabilities
• Robust customer support team
• Comprehensive integration options

Disadvantages:

• Steeper learning curve compared to Usermaven
• Higher starting price point
• May be too complex for smaller organizations
• Attribution lacks AI insights, conversion path, and days to convert

HockeyStack: comprehensive overview

HockeyStack takes a more streamlined approach to marketing attribution. The platform stands out for its user behavior tracking and quick implementation process.

One unique aspect of HockeyStack is its built-in survey capabilities, allowing businesses to collect direct feedback alongside attribution data. The platform also offers specialized features like LinkedIn impression tracking, which can be valuable for B2B marketers.

Starting at $2,200 per month for 30K visitors, HockeyStack is considered too costly for small to mid-sized businesses. The platform emphasizes ease of use and quick time-to-value, making it attractive for teams with limited technical resources.

Cost comparison: Usermaven prioritizes value for users over investor profits, providing essential insights without jaw-dropping prices. 

Advantages:

• User-friendly interface
• Quick implementation process
• Built-in survey capabilities
• Custom integration options

Disadvantages:

• Fewer total features compared to competitors
• Less detailed reporting capabilities
• Limited advanced analytics options
• Fewer attribution models, no AI insights

Bizible: detailed examination

Bizible, now part of Adobe’s Marketo suite, is a well-established player in the B2B marketing attribution space. The platform offers a robust set of features, including marketing analytics tools, revenue planning, and advanced reporting capabilities.

One of Bizible’s strengths is its integration with the broader Adobe ecosystem, making it a natural choice for companies already using other Adobe products. B2B marketers not using other Adobe products might find other solutions more efficient.

Bizible’s pricing is not publicly available, but it’s generally considered to be on the higher end of the spectrum. The platform is typically used by larger enterprises with complex marketing operations and substantial budgets.

Advantages:

• Deep integration with Adobe’s marketing ecosystem
• Advanced reporting and analytics capabilities
• Established track record in the industry

Disadvantages:

• Higher price point (though exact pricing is not public)
• Can be complex to implement and use
• May offer more features than necessary for smaller businesses

Head-to-head comparison

Attribute	Dreamdata	HockeyStack	Bizible
Feature set	Extensive	Focused	Robust
Ease of use	Requires expertise	Requires expertise	Complex
Integration	Comprehensive	Custom	Deep with Adobe products
Reporting & analytics	Advanced	Requires expertise	Advanced
Pricing	Starts at $999	Starts at $2,200	Not publicly available
Target audience	Mid-market to enterprise	Small to mid-sized businesses	Larger enterprises

Choosing the right tool for your business

Selecting the best attribution platform depends on your specific business needs, budget, and technical resources. Consider the following factors:

1. Company size and complexity of marketing operations
2. Budget constraints
3. Existing marketing technology stack
4. Need for advanced analytics vs. ease of use
5. Required level of customer support and resources

While Dreamdata, HockeyStack, and Bizible are all capable product analytics tools, they may not be the best fit for every business. For companies seeking a simpler, more cost-effective solution, we will now discuss the best attribution solution. 

Why is Usermaven the best Attribution solution?

1. Comprehensive Attribution models

• Seven accurate Attribution models: Usermaven offers seven precise attribution models: First Touch, Last Touch, Linear, U-Shaped, Time Decay, First Touch Non-Direct, and Last Touch Non-Direct. These models provide complete flexibility, allowing businesses to view the customer journey from multiple angles, ensuring a tailored fit to various marketing approaches.
• Content Attribution insights: Beyond traditional attribution, Usermaven provides in-depth insights into content performance across these models, helping businesses determine which content types and channels generate the most conversions.

2. AI-powered insights

• Automated Attribution insights: Usermaven’s AI intelligently interprets attribution data, offering actionable insights on which channels or campaigns are driving conversions. This enables users to maximize marketing effectiveness without needing advanced analytics knowledge.

3. Cost-effectiveness

• Flexible pricing model: Unlike platforms with high costs for tracking unique monthly users, Usermaven’s event-based pricing provides scalability as businesses grow, making it particularly advantageous for companies looking to balance cost and functionality.
• Transparent plans for all business sizes: Usermaven’s tiered pricing caters to startups, SMBs, and enterprises alike, offering flexibility without sacrificing essential features at each level.

4. User-friendly design and implementation

• Ease of use: Usermaven’s intuitive interface and quick setup reduce complexity, allowing teams to get up and running quickly, even without technical expertise.
• Accessible Attribution data: The platform provides straightforward, easy-to-understand attribution data, making it simple for businesses to gain insights and optimize their marketing strategies without complex data processing.

5. Advanced privacy features

• Cookieless tracking and ad-blocker bypass: Usermaven’s privacy-first approach ensures data accuracy without infringing on user privacy or compliance. The platform’s cookieless tracking and ad blocker bypass help gather accurate data despite privacy restrictions.
• White-labeled tracking pixels: This unique feature enables discreet data collection and reduces the impact of ad blockers on data accuracy.

6. Exceptional customer support and resources

• Dedicated support: Usermaven provides comprehensive support, helping users fully leverage its capabilities, from onboarding to troubleshooting and optimization.
• Continuous innovation: Usermaven consistently enhances its platform with recent updates like Attribution 2.0 and AI Funnel Insights, ensuring users benefit from the latest in data-driven attribution.

Conclusion

While Dreamdata, HockeyStack, and Bizible offer various attribution tools, each comes with limitations that may not suit every business. Dreamdata’s complex setup and high costs can be restrictive, especially for companies that don’t require advanced enterprise-level features. 

HockeyStack, while user-friendly, lacks the robust attribution models needed for in-depth analysis, and Bizible’s steep pricing and intricate integrations make it inaccessible to many businesses.

Usermaven, on the other hand, offers an ideal balance of simplicity, cost-effectiveness, and comprehensive attribution capabilities. Its easy implementation and accessible data insights make it the best choice for companies looking to optimize marketing performance without the hassle and expense of more complex platforms. 

FAQs

Which tool is best for small to medium-sized businesses?
Usermaven is generally more suitable for small to medium-sized businesses due to its user-friendly interfaces and more affordable pricing.

How do these platforms handle multi-touch attribution models?
All four platforms (including Usermaven) offer multi-touch attribution capabilities, but the complexity and customization options vary. Dreamdata and Bizible provide more advanced models, while Usermaven offers simpler, more accessible approaches.

Can these tools integrate with my existing marketing stack?
Yes, all these platforms offer various integration options. However, the specific integrations available may vary. Bizible has an advantage for businesses already using Adobe products, while Usermaven offers flexible integration options for a wide range of tools.

What are the main differences in pricing between these platforms?
Usermaven is the most affordable option. HockeyStack is $2,200/month starting, and Dreamdata starts at $999 per month, while Bizible’s pricing is not publicly available but is generally considered more expensive. Usermaven offers a more cost-effective alternative with transparent pricing options.