The industry’s first solution to automate ABM actions at the account level as well as the lead level, combining the best ABM insights with real-time action
SAN MATEO, CA — September 18, 2018—Engagio, a leading provider of account-based software and solutions, today announced new Account Based Marketing Automation capabilities that help B2B marketers scale their ABM programs by enabling them to automate multi-channel actions in response to account engagement or inactivity. Unlike traditional marketing automation, the new capabilities let B2B marketers determine if they want to run a program at the account or person level and take action across multiple channels based on intelligent real-time triggers.
B2B marketers are increasingly adopting Account Based Marketing as a core strategy, but existing lead-based tools fall short in operationalizing account-based programs. This forces marketing teams to rely on manual, ad hoc, and time-consuming efforts to identify accounts that need attention, launch programs to deepen engagement, and demonstrate how these efforts drive results.
“Engagio has led the industry with our ABM platform that complements traditional marketing automation with an account-based lens and sophisticated engagement analytics,” said Jon Miller, founder and CEO of Engagio. “With ABM Automation, we’re turning the account insights into action. Marketers are no longer stuck with lead-based automation — they can now launch the right action to target accounts, at exactly the right time.”
Engagio’s new ABM Automation capabilities build on the company’s recent launch of ABM Smart Tools and allow users to:
- Dynamically select audiences (people, accounts, opportunities, or custom objects) based on real-time engagement (or lack thereof).
- Take action from a broad set of multi-channel capabilities — all available directly from within the system.
- Define “if this, then that” scenarios to automatically run key actions and plays at the right time.
- Receive alerts on target account behavior to trigger action both automatically or on demand.
Marketers are using ABM Automation to streamline plays such as automatically activating advertising or sales campaigns for target accounts that go cold; reaching out to target accounts that show “surging” interest for their solutions; alerting account executives to new engagement from executives at target accounts that were previously lost; and nurturing open opportunities that stall out.
“Account Based Marketing and Sales has been a big shift for our organization and has required all teams to work together seamlessly to address the issues most important to our customers and prospects,” said Joshua Soto, VP of Marketing at Pindrop. “With Engagio, we have a clear understanding of our most meaningful accounts across sales, marketing, and executives. We’re looking forward to their new ABM Automation capabilities to direct our focus in a way specific to the account and individual at the time that matters most.”
About Engagio
Engagio is built for marketers, by marketers. As a company, we believe in making our customers successful by providing them with solutions that help orchestrate quality growth at scale. Engagio’s Account Based Marketing Automation Platform enables B2B marketers to execute and measure account-centric programs in one complete solution. Revenue teams can track which accounts are engaging, know where to focus time and resources, and have a shared understanding of program impact. Our platform grows with you as your ABM strategy and business needs evolve. Backed by leading venture investors and headquartered in San Mateo, CA, Engagio was named as one of the Top 10 Best Small Companies to Work For in the Bay Area, and is on the JMP Securities 2018 Hot 100 List of Privately Held Software Companies. Engagio was also selected as a 2017 Red Herring Top 100 North America and Global Top 100 winner. To learn more, visit www.engagio.com.
Thank you for sharing this valuable information. I think ABM will become a core platform for marketers in the Martech stack. While CRM is the system of record for all sales activity and marketing automation systems are used by almost all sophisticated B2B marketers, each carries well-known limitations.