Engagio,
the leading provider of Account Based Marketing (ABM) Automation, today
announced that B2B marketers are now able to operationalize The
SiriusDecisions Demand Unit Waterfall™ with Engagio’s ABM Automation
Platform. The new features can now track engagement by buying group and
product intent, support customizable account journeys, and help sales
act faster on customized account intelligence. Together, they allow
revenue teams for the first time to automatically discover and track
performance across buying groups within accounts, which was previously
only possible through intense manual effort.
“We know that the first signal is often not the best signal, and
subsequent interactions from other buyers, oftentimes the second lead
from an account, are usually ignored,” said Kerry
Cunningham, Senior Research Director, Marketing Operations at
SiriusDecisions. “The SiriusDecisions Demand Unit Waterfall is designed
to accommodate a more account-centric approach to demand creation and
demand management so marketers will no longer miss out on meaningful
account signals.”
In B2B organizations, there are multiple individuals involved in a
purchase decision, and current marketing automation technologies can’t
aggregate data at the account level, resulting in missed signals and
information. This can be problematic because influential stakeholders
and decision makers are not tracked or visible to Sales, which leads to
missed pipeline and revenue. The new Engagio capabilities help revenue
teams view and take action on buying groups and track their behavior at
all key points in the buying journey.
Engagio’s new ABM Automation Platform features help revenue teams use
the Demand Unit Waterfall to identify buying groups and track their
behaviors along the entire buying journey. They include:
-
Powerful and flexible rules for aggregating data on buying signals
across an account - Ability to engage the buying group by persona and product intent
- Customizable account journey stages to align with business needs
- Tools that allow revenue teams to quickly take action
“SiriusDecisions developed The Demand Unit Waterfall to move away from a
purely leads-focused approach, in favor of something more sophisticated,
strategic, and reflective of the realities on the ground for B2B sales
and marketing,” said Jon
Miller, founder and CEO of Engagio. “In our experience, we’ve found
that a focus on the right audience in an account generates real results
but the technologies to identify and engage account-based audiences have
been limited. Our new ability to define custom account journeys and
track engagement by persona and product intent makes Engagio the first
vendor to deliver on this promise.”
Read more to learn about how Engagio
supports the Demand Unit Waterfall:
https://www.engagio.com/waterfall-delivered/
Speak with Engagio at The
SiriusDecisions 2019 Summit, Booth #911:
https://summit.siriusdecisions.com/
About Engagio
Engagio is on a mission to make marketing more
meaningful by building the next-generation B2B marketing platform. Over
200 companies, including Atlassian, Snowflake, Symantec, TrendMicro, and
Vonage use our industry-leading ABM Automation platform to support
modern marketing requirements, including account insights, multi-channel
orchestration, and full-journey programs and analytics. 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. To learn more, visit www.engagio.com.
All Trademarks Recognized.
View source version on businesswire.com: https://www.businesswire.com/news/home/20190506005163/en/