Engagio

Engagio was established in early 2015 by co-founders Jon Miller and Brian Babcock, positioning itself as a key player in the B2B marketing technology sector. Miller's journey to creating Engagio was heavily influenced by his experience as a co-founder and VP of Marketing at Marketo, a prominent marketing automation company. At Marketo, he identified a critical gap in the market: traditional, broad-based demand generation tactics were ineffective for engaging large, high-value accounts. This realization prompted the development of an account-based strategy, which became the foundational idea for Engagio. The company aimed to equip B2B marketers with the tools to proactively target specific company accounts rather than individual leads, a strategy likened to fishing with a spear instead of a net. Before its acquisition, Engagio successfully raised $32 million in venture capital through two funding rounds.

The firm's core business centered on its Account-Based Marketing (ABM) platform, designed to help revenue teams at B2B companies execute and measure account-centric programs. This approach served businesses with complex sales cycles and multiple decision-makers, such as Anaplan, Snowflake, and Pendo. The platform integrated data from various sources, including first-party sales and marketing data, to provide a unified view of target accounts. Its business model was based on providing this software as a service, complementing existing CRM and marketing automation systems like Salesforce, Marketo, and Pardot.

Engagio's product suite offered a comprehensive solution for ABM. Key features included lead-to-account matching, engagement analytics, cross-channel automation, and attribution reporting. The platform allowed users to track engagement, prioritize accounts based on activity, and automate multi-channel interactions. It also included tools like 'Engagio Scout,' a Chrome extension for accessing account and person-level engagement details. A significant milestone for the company was its acquisition by Demandbase in June 2020. This merger was framed as a strategic move to create a dominant B2B marketing platform by combining Demandbase's strengths with Engagio's expertise in marketing automation and account-based engagement. Following the acquisition, Miller and Babcock joined the Demandbase leadership team as Chief Product Officer and Chief Technology Officer, respectively.

Keywords: Account-Based Marketing, B2B marketing, marketing automation, sales engagement, lead-to-account matching, revenue performance, go-to-market strategy, marketing orchestration, customer engagement, demand generation, sales intelligence, marketing analytics, Jon Miller, Brian Babcock, Demandbase, Marketo, account-based everything, B2B SaaS, sales and marketing alignment, multi-channel marketing, personalized marketing