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
Engagio, a leading provider of account-based software and solutions, 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.
Engagio Announces ABM Automation to Help B2B Marketers Scale Account-Based Programs
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.”