Demandbase Acquires Engagio to Reinvent ABM for B2B Everything

Post-acquisition, Jon Miller is now Chief  Product Officer at Demandbase

Today, two of my favorite MarTech RADAR-listed companies are getting together to redefine the art of Account Based Marketing. Demandbase has acquired Engagio. We picked the new from Jon Miller’s LinkedIn post.

Jon is the CEO and Co-founder of Engagio. He also co-started Marketo, which is now owned by Adobe. This week, Demandbase is hosting with Engagio and others a very unique ABM-centric Leadership Alliance Virtual Summit to fulfill the mission of transforming B2B tactics in meeting top-of-the-funnel goals.

In the official press release, Demandbase announced that Engagio’s entry would bolster the company’s revenue goal from $100 million to $250 million.  With this acquisition, Demandbase has raised its size and stature as the go-to martech platform for Account Based Everything.

At the time of this announcement, Gabe Rogol, Chief Executive Officer, Demandbase said, “Sales and Marketing alignment isn’t enough. These teams must start moving as one — with a single set of data and insights, orchestrated across the entire buying journey. Demandbase can now deliver that with the definitive, no-compromise ABM Platform.”

Chandar Pattabhiram, Chief Marketing Officer, Coupa added, “At Coupa, we recognize the critical need for sales and marketing teams to have one ABM platform to align and deliver personalized experiences throughout the buyer’s journey to drive growth. Demandbase and Engagio joining forces gives us a comprehensive solution for our ABM strategy and is a game-changer, not just for ABM, but for the broader B2B marketing technology industry.”

As part of the deal, Engagio’s Founders, Jon Miller and Brian Babcock will join Demandbase’s leadership team as Chief Product Officer and Chief Technology Officer respectively.

“This is a critical time for marketers to band together and share tactics that are working and what strategies need to shift as the market remains in flux. Our marketing and sales goals haven’t changed but we do need to stretch ourselves to learn new ways to drive business growth. The ABM Leadership Alliance is a group of relentless marketers that are challenging the status quo and creating tangible takeaways for other B2B marketers to implement in test. We host an annual Virtual Summit that brings together visionaries to inspire us and marketers who are in the trenches to teach us new ways to achieve the ROI in our ABM efforts. Marketing shouldn’t fall on one person’s shoulders, it needs to be a team effort to achieve the goals we’ve set. ” – Marne Reed, Chief Evangelist PFL.