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Engagio: Making Account Based Everything Easy and Scalable

Engagio was founded in early 2015 by Jon Miller and is based in San Mateo, California. The American company provides marketing for software products in the niche of account-based marketing and account-based sales. Prior to establishing Engagio, Miller was the co-founder and VP of Marketo.

The founders of Engagio have proven track records with Jon Miller, co-founding Marketo and Brian Babcock, formerly at Platfora. “We help B2B marketers drive new business and expand relationships with high-value accounts,” notes Miller.

While working as vice president of marketing at Marketo, Miller realized that their methods of 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 was to make B2B marketers reach out to the right clients instead of waiting for them to come inbound.

With Engagio’s marketing orchestration software, businesses can create and measure engagement in one tool, drive ongoing success, and measure impact easily. The company orchestrates integrated account-based programs, providing the scale benefits of automation with the personalization benefits of the human touch.

Fishing in the Market with ABM

B2B marketers have long used traditional demand generation to drive revenue. Businesses would simply cast a campaign and wait around to see which companies swim into the “net.” However, it didn’t matter which specific companies were caught, as long as there were enough catches in total. This strategy works great when there is a transactional sale and need a large volume of leads.

But on the other hand, when a business is focused on high-value accounts with multiple decision makers and complex sales cycles, it doesn’t make sense to wait around for companies to swim into the net. Businesses need to fish with “spears.” This is a targeted, proactive approach that delivers relevant, personalized messages to those accounts. This strategy is called Account Based Marketing (ABM), and it requires fundamentally different tools, processes, and metrics.

Implementing ABM can seem difficult but it doesn’t have to be. Getting started with ABM is easy with Engagio. Engagio has designed three essential steps to set you up for success.

  • Establish an ABM Foundation
  • Run personalized Plays
  • Measure Engagement and Prove Impact

Engagio’s software complements Salesforce and existing marketing automation solutions. This makes getting started an easy task. Interestingly, Engagio raised $32M in funding from great VCs including FirstMark Capital, First Round Capital, Norwest Venture Partners, and Storm Ventures.

The Team

At Engagio, the teams are united by a common vision of marketing that uses data and analytics to be more intelligent and the human touch to be more relevant. The goal of Engagio is to create the next great marketing platform.

“We believe it’s important that Engagio is a place where employees enjoy working, where happiness and positivity thrives, and where excellence is rewarded,” says Jon Miller. “We know this is a journey, which is why we care about taking care of our people.”

The employees at Engagio have a stronghold in their careers. The perks of working at Engagio include great co-workers, flexible work, a true learning environment, unlimited paid vacation, sit-stand desks, free gym membership at Equinox, and free Philz coffee! With the office located in Downtown San Mateo, close to Caltrain, there are lots of great restaurants and bars, where employees can hang out after office hours.

“We believe people do the best work when they have the freedom to figure out their own tactics, combined with radical transparency and alignment on strategy and objectives.” This ensures that the employees have more autonomy at work. “We believe the best workplace perk is having great colleagues who focus on excellence and execution, on continuous testing and learning, and on helping each other to be great,” notes Miller.

Customer Quotes

Engagio works with many customers. Some of them include AdRoll, box, Lenovo, Horton Works, App Dynamics, VM Ware, Snowflake, Domo and more. And the customers are more than happy to be part of Engagio.

Rozzane Bonavito from Aria Systems says, “Engagio has made a HUGE difference in our Plays and significantly improved our Account Based efforts. We have moved from traditional demand gen in 2016 to 100% Account Based Everything in 2017!”

Rob PlaceSr., Director of Marketing Ops, SLI Systems says, “Engagio gives us personalization at scale. It allows us to easily manage our multi-channel and multi-player outreach, determine its impact, and get ROI from our ABM programs.”

Meet the Ingenious creator of Engagio:

Jon Miller is the co-founder and CEO of Engagio. He is a marketing entrepreneur and thought leader. Jon holds a bachelor’s degree in physics from Harvard College and has an MBA from the Stanford Graduate School of Business. Prior to his role as CEO and co-founder of Engagio, Jon was a co-founder at Marketo, a leader in marketing automation that went public in 2013 and was sold to Vista Equity for $1.8B.

He is a speaker and writer about marketing best practices, and is the author of multiple marketing books including the Clear and Complete Guide to Account Based Marketing; the Clear and Complete Guide to Account Based Sales Development; and Marketo’s Definitive Guide to Marketing Automation. In 2016, B2B Marketing named Jon one of the 10 Most Influential Tech Marketers in the world. 

“We believe in giving back, donating 1 percent of employee time, 1 percent of company revenue, and 1 percent of our product to worthy causes.”

"Our goal is to create the next great marketing platform."

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