Engagio

Engagio was an American software company based in San Mateo, California marketing a B2B Account Based Marketing platform for account-based initiatives.[1][2][3] It was acquired by Demandbase in 2020.[4]

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 Edit this on Wikidata
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 prompted him to co-found Engagio. The idea to help B2B marketers execute their go-to-market strategy in a sale at the account level prompted 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 was acquired by Influitive in 2013.)[2][5]

Engagio has had two rounds of funding, Series A for $10 million in 2015 and Series B for $22 million in 2016.[6]

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

In 2020, Engagio was acquired by Demandbase.[8] 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.[9]

Products

Engagio offered products for 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).

The ABM Foundation combined data from multiple sources, mapped leads to accounts (L2A), and accessed account insights.[10]

Engage Analytics tracked engagement, scores and prioritized accounts, and measured the impact of ABM programs.

Engage ABM Automation automated multi-channel actions in response to account engagement or inactivity.[11]

Dash Attribution shows Regions Of Interest (ROI) of marketing programs, and is a native Salesforce AppExchange app.[12]

Scout Chrome extension accessed account-level and person-level engagement details and manages data.[13]

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. "Demandbase's Acquisition of Engagio". globallegalchronicle. 8 July 2020. Retrieved 20 July 2020.
  5. Jason Compton (11 January 2016). "The Magic of Account-Based Marketing". DMN. Retrieved 24 August 2016.
  6. Jordan Crook (8 April 2015). "Marketo Founder Raises $10M For Engagio, His B2B Sequel". TechCrunch. Retrieved 24 August 2016.
  7. Jordan Crook (5 May 2016). "Engagio launches PlayMaker to turn B2B marketing insights into action items". TechCrunch. Retrieved 24 August 2016.
  8. "Demandbase's Acquisition of Engagio". globallegalchronicle. 8 July 2020. Retrieved 20 July 2020.
  9. "Could Demandbase's Acquisition of Engagio Signal Larger Martech Convergence?". CMS Wire. 24 June 2020. Retrieved 20 July 2020.
  10. "FOUNDATION Integrated Account Data". Engagio. Retrieved 21 March 2019.
  11. "ENGAGE Account Analytics". Engagio. Retrieved 21 March 2019.
  12. Bullock, Heidi. "Engagio Launches 'Dash Account Based Attribution' to Help Marketers Measure and Understand the Impact of ABM Initiatives". BusinessWire. Retrieved 27 September 2017.
  13. 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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