Engagio Offers New ABM Targeting Tool For B2B Brands

A new B2B marketing tool from Engagio allows sales and marketing teams to design and automate cross-channel campaigns while working more closely together, the company says.

The solution, Engagio Orchestrate, helps brands pull data from multiple systems, including email, corporate email (i.e., Microsoft Exchange and Gmail), CRM, marketing automation, websites and third-party content, to create audiences that can be targeted.

The account-based management tool fosters segmentation by persona, industry, account, job, buying stage, engagement or non-engagement and other criteria, the company says. Customers can be targeted at every stage of the buying journey, it adds.

In addition, users can launch actions and sync audiences to sales and marketing systems. These include advertising, sales engagement, marketing automation, website personalization and other individual channels. 

One client, Fuze, said that by using Engagio Orchestrate, the company was able to “manage audiences of people and accounts and launch relevant actions across channels,” states Emily Ketchum, global marketing operations at Fuze.

The old B2B model, in which “marketing generates and passes new business leads to sales,” is now outdated, states Jon Miller, CEO of Engagio, who says successful marketing and sales departments "operate as a team, working together to create a pipeline, win deals, and drive account growth.”

 

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