Engagio & Account-Based Everything Consulting
Engagio's Marketing Orchestration Platform complements existing marketing automation platforms by unifying your data, providing engagement analytics, and enabling marketers to orchestrate interactions. If you are considering doing account-based marketing at scale, Engagio is a must-have platform. As a pure-play ABM agency, Ignitium helps high-growth and enterprise organization have the right strategy, technology, campaigns, content, budget, people, and processes in place to maximize the impact of your Engagio investment. To learn more, schedule a Free Consultation.
2. Create Engagement
The foundation of successful ABM always starts with clean data. Without it, you’ll inevitably run into roadblocks:
- Critical account-level information is often spread across disparate systems, making it hard to have a complete view of an account.
- Leads in CRM often do not connect to the account, making it hard to route leads to the right owner.
- Valuable communications in Gmail or Outlook/Exchange do not get logged to CRM, so there is no account-level visibility.
Engagio integrates your account data giving you visibility and control of your opportunities:
- Map all leads to accounts in your CRM and marketing automation platform so data is clean, organized, and current with Lead-to-Account matching.
- Synthesize data from your CRM, marketing automation, website, and corporate email so your team has insight into everything they need to know about an account — all in one place.
- Align your entire revenue team around key accounts.
Scout gives Marketers and their sales counterparts actionable insights and lets them coordinate ABM plays on all major platforms, such as LinkedIn, Gmail, and Salesforce.
- Engagio Scout is an all-in-one Chrome Extension that gives you intelligence, visibility, and the power to create and measure engagement at high-value accounts.
- Detect leads and accounts, then display the corresponding data on any page.
- Update fields in Salesforce in real-time, from anywhere.
- See all communication history between that account and your company.
- Build account plans and orchestrate plays without leaving your current page.
Quickly and easily access the important information that you need on any account in the Account Dashboard.
- Your most important Engagio charts are now in Scout and go with you wherever you go on the web.
- View important information on account engagement, people, opportunities, and news.
- Drill into specific dashboard or charts for a more detailed view.
Get actionable insights to see which prospects are taking what actions at your target accounts with People Management.
- See who is most engaged at an account.
- Add, edit or view contact details on the fly, which updates in Salesforce automatically.
- See recent plays and actions prospects have taken.
Launch an account-based play from anywhere so you can stay productive and get more done using the Run Play feature.
- Access your entire play library and start any play to any account at any time.
- See all plays that are currently running at all your target accounts.
- Automatically write all activity to Salesforce.
Get visibility into all conversation your org is having with an account so don’t miss important details with Communication History.
- See all past emails and meetings with contacts at your target account.
- Get a timeline of the account communication to start piecing the puzzle together.
- Configure security setting to meet your team’s needs
Manage your daily activities to ensure you’re taking the right actions and you’re up to date with key activities with Task List.
- Quickly see and resolve outstanding tasks.
- Complete plays whenever you want, wherever you are.
- Edit Emails directly within Scout before approving them
Multi-channel account-based programs can be very effective at driving engagement and connecting at a human level. However, orchestrating ABM programs across your entire organization can be time-consuming, difficult to execute and even harder to scale.
- When multiple departments get involved with communication across many channels, lines get crossed, which can kill deals.
- Fully automated outreach solutions strip away the human element, depersonalizing the sales process – and nothing is a bigger turnoff to prospects.
- Visibility into programs that involve multiple teams is restricted – it’s not always clear if key actions have occurred or are consistent.
Engagio enables you to orchestrate account-based plays with confidence and ease:
- Run multi-person, multi-channel plays across your sales, marketing and customer success marketers from anywhere on the web.
- Scale personalized, relevant touches by leveraging technology where it matters and integrating human touch where it counts.
- Design plays your SDRs and Sales team can quickly and easily run against your key accounts for any sales situation.
Account-based initiatives require a different set of metrics.
- Traditional demand generation focuses on individual activity and volume.
- Often B2B sales involve multiple individuals so looking at lead-based metrics like MQLs is inadequate.
- ABM sales cycles can be lengthy so many marketers struggle with how to measure the early stages of programs.
Engagio’s ABM Analytics streamlines account-based reporting and analytics to get better insights on what’s happening every day at your target accounts.
- Use Engagement Minutes to quickly see which accounts have the best engagement and opportunity for growth so you can prioritize your efforts and know where to focus your time.
- Leverage Marketing Qualified Accounts (MQAs) as a more accurate and clear metric for measuring levels of account engagement so ADRs or Sales know the best time to reach out to accounts.
- Measure the impact of your ABM programs to understand what works best to engage target accounts and accelerate deals.
Connect the dots between your ABM Programs and Revenue
- Driving engagement through ABM programs is important, but ultimately the program success needs to measure business performance and revenue.
- Multi-touch attribution is complex and expensive – attributing credit across different people, channels, systems, and products requires a specialized set of skills and solutions.
- As marketers, we don’t need another tool to add to our expanding tech stack.
- Attribution is about more than just revenue – you must understand what influences key outcomes at every stage of the customer journey.
Engagio’s Dash Account Based Attribution delivers insights into revenue performance through multi-touch attribution analytics
- Analyze conversion rates at every stage of the customer journey and optimize your account-based funnel.
- Understand what’s working and what’s not to drive higher engagement and close more deals.
- Evaluate results using multi-touch attribution models like First Touch, Last Touch, Equal Touch, and many others including custom models.
- Consolidate your stack and turbocharge your existing technology with out-of-the-box Salesforce dashboards to show attribution at every stage of the customer journey.
Top 5 ABM Metrics
Use Engagio’s ABM Analytics to know which marketing investments work best to reach target accounts and accelerate deals. Understand which accounts have the best engagement and opportunity for growth. Measure the impact and ROI of your ABM programs.
Ignitium's Managed Services for Account-Based Everything