NewsMarketo Founder Miller Raises $10 Million for New Company Engagio
After the roaring success of marketing automation tool Marketo - founder John Miller is all set to showcase ‘Engagio’ - his B2B sequel in the same space. Engagio will offer account-based marketing services to business organizations. Though Engagio has not yet witnessed its beta launch, FirstMark Capital has led the company to a whopping $10 million Series A funding. Marketo’s current market cap has already crossed the $1 billion mark.
In an article on TechCrunch, Miller says, “With consumer marketing it doesn’t matter as much which specific fish you catch, just about the total number of fish you can catch. There is a whole class of marketers and companies out there that are going for big fish, selling six- and seven-figure deals, and fishing with a net just won’t work for them.”
Engagio offers a highly customized approach to correctly define hierarchies in organizations where users are marketing. Varied tools for analytics, web personalization, etc. are offered as well. Engagio can accurately pinpoint decision-makers in organizations, and thereafter inform users about how they are progressing directly towards the relevant decision-makers.
Further, it also assists in mapping out identities based on each individual’s multiple social profiles – work email, LinkedIn, Twitter, and so on. While Marketo focused primarily on how many people are actually reached through a campaign, Engagio is directed more towards the kind of engagement occurring with specific accounts. Also, progress and engagement are demonstrated through interactive dashboards. The beta launch of Engagio is scheduled for the coming months, and will be a definite win for marketers in the B2B space.
