| Marketing software|
Account Based Everything
| Jon Miller
Jon Miller (CEO)
Brian Babcock (CTO)
PlayMaker, Account Based Marketing
Engagio is an American software products company based in San Mateo, California. It provides marketing software products in the niche of account-based marketing (ABM) and account-based sales (ABS). Engagio's software is used with marketing automation platforms of B2B companies to help manage the process of approaching specific potential clients with particular. Engagio's clients include business software companies like VMware, New Relic, Guidewire, Hearsay Social, and Hortonworks.
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 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. (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.)
While Engagio was not even in beta, FirstMark Capital led a $10 million Series A investment round of the company. Engagio started its beta program in 2015.
As of May 2016, the company had 36 clients and was operating at $675,000 in recurring annual revenue. In mid-2016, Engagio had approximately 50 customers. Several of its early customers came from the high-tech industry, including business software companies like Guidewire, Hearsay Social, Hortonworks, New Relic, and VMware. Engagio is also targeting manufacturers and financial services firms that predominantly sell their products to other businesses.
In August, Engagio disclosed a $22 million Series B funding infusion led by Norwest Venture Partners. The new round also included FirstMark Capital from Series A and Storm Ventures (one of the firms behind Marketo). Engagio announced it would use the new funds to scale sales and accelerate product innovation.
Engagio's software maps out the hierarchy of the organization to which a user is marketing and offers various tools for web personalization and analytics. It offers 3 products: ABM Platform, ABM Analytics, and PlayMaker.
Engagio's ABM products pull data from Salesforce.com CRM and attaches leads to accounts. Once the lead-to-account relationships are established, Engagio feeds them back to CRM and to marketing automation. It then uses information from those systems, plus corporate emails and calendars and Engagio's own Web behavior tracking tag, to prepare account-level reports on reach (percentage of leads at target vs non-target accounts), coverage (number and positions of leads at target accounts), awareness, engagement (time spent with company materials), and impact. Engagio's ABM platform integrates the Leadspace data quality engine, which offers a predictive analytics platform for B2B demand and lead generation.
Engagio’s PlayMaker product is used to research targeted companies and communicate with individuals at those companies across departments and channels. It provides automation capabilities for complex and custom outbound prospecting activities.