Engagio

Engagio is an American software company based in San Mateo, California. Their Account Based Marketing platform helps B2B marketers understand, act and measure account-based initiatives.[1][2][3]

Engagio Inc.
IndustryMarketing software
Founded2015 (2015)
Founders
  • Jon Miller
  • Brian Babcock
Headquarters
San Mateo, California
,
United States
Area served
Worldwide
Key people
  • Jon Miller (CEO)
  • Brian Babcock (CTO)
ProductsPlayMaker, Account Based Marketing
ParentDemandbase 
Websitewww.engagio.com

History

Engagio was founded in early 2015 by Jon Miller, co-founder of marketing automation company Marketo, and Brian Babcock. While working as vice president of marketing at Marketo, Miller realized that broad-based demand generation did not work with larger, named accounts. He started developing an account-based strategy, which inspired him to co-found Engagio. The idea to help B2B marketers better execute their go-to-market strategy in a complex sale at the account level inspired him to co-found Engagio. (The company should not be confused with an older software company, also named "Engagio", which was an app for managing social conversations and which was acquired by Influitive in 2013.)[2][4]

Engagio has had two rounds of funding, Series A for $10 million in 2015 and Series B for $22 million in 2016.[5]

As of early 2019, the company has hundreds clients and is operating at over $7M in recurring annual revenue.[6] Several of its customers come from the high-tech industry, including business software companies like Anaplan, Snowflake Computing, Hortonworks, New Relic, Pendo, and JDA Software.

In 2020, Engagio was acquired by Demandbase to help maximize the B2B marketing.[7] The purchase of Demandbase marks what may be the launch of what critics term a "collision course" between ABM and the platform for marketing automation. Analysts claim it may be profitable if companies with ABM software introduce more marketing automation-like capabilities.[8]

Products

Engagio offers a suite of products to enable an ABM go-to-market strategy: ABM Foundation, Engage Analytics, Engage ABM Automation, Dash Attribution, and Engagio Scout (an extension for Google’s Chrome web browser). These products help marketers align their entire revenue team around the same set of accounts so they can understand what is happening at those accounts, orchestrate coordinated action to engage those accounts, and measure the impact of those efforts.

Engagio’s ABM Foundation combines data from multiple sources, maps leads to accounts (L2A), and enables customers to access account insights anywhere on the web.[9]

Engagio’s Engage Analytics tracks engagement, scores and prioritizes accounts, and measures the impact of your ABM programs.

Engagio’s Engage ABM Automation enables marketers to scale ABM programs by automating multi-channel actions in response to account engagement or inactivity.[10]

Engagio’s Dash Attribution gives revenue-focused marketers insight into the ROI of their marketing programs. This product is the only true account-based attribution solution on the market, offering all standard marketing attribution models as well as custom and engagement minute attribution models. This product is a native Salesforce AppExchange app.[11]

Engagio’s Scout Chrome extension enables customer-facing teams to access account-level and person-level engagement details and manage data wherever you go on the web.[12]

References
  1. Gina Hall (9 August 2016). "Marketing startup Engagio raises $22M to help business-to-business companies with customer outreach". Silicon Valley Business Journal. Retrieved 24 August 2016.
  2. Heather Clancy (9 August 2016). "Marketo's Co-Founder Is Trying His Hand at Another Marketing Startup". Fortune. Retrieved 24 August 2016.
  3. Shabana Arora (10 August 2016). "Marketo's Co-Founder Sets Foot Back into Targeted Marketing Tools Domain with Series B Funding of $22 Million for his Startup Engagio". Martech Advisor. Retrieved 24 August 2016.
  4. Jason Compton (11 January 2016). "The Magic of Account-Based Marketing". DMN. Retrieved 24 August 2016.
  5. Jordan Crook (8 April 2015). "Marketo Founder Raises $10M For Engagio, His B2B Sequel". TechCrunch. Retrieved 24 August 2016.
  6. Jordan Crook (5 May 2016). "Engagio launches PlayMaker to turn B2B marketing insights into action items". TechCrunch. Retrieved 24 August 2016.
  7. "Demandbase's Acquisition of Engagio". globallegalchronicle. 8 July 2020. Retrieved 20 July 2020.
  8. "Could Demandbase's Acquisition of Engagio Signal Larger Martech Convergence?". CMS Wire. 24 June 2020. Retrieved 20 July 2020.
  9. "FOUNDATION Integrated Account Data". Engagio. Engagio. Retrieved 21 March 2019.
  10. "ENGAGE Account Analytics". Engagio. Engagio. Retrieved 21 March 2019.
  11. Bullock, Heidi. "Engagio Launches 'Dash Account Based Attribution' to Help Marketers Measure and Understand the Impact of ABM Initiatives". BusinessWire. Retrieved 27 September 2017.
  12. Di Chiro, Patrick. "Engagio Introduces Scout: A New Account Based Marketing Extension to Support Customer-Facing Teams to Work in Their Platform of Choice". Market Watch. Retrieved 24 April 2017.
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