What do you like best?
Engagio essentially turned the lights on for VersionOne when it comes to ABM and ABSD. While we had selected target accounts and began targeted programs in 2015 when we implemented Engagio Analytics, we did not have account-level visibility. Now, as VP of Marketing, I rely on Engagio to aggregate account engagement and conversion metrics, tell my team which programs and activities are resonating with accounts, visualize what the journey for an account has been, aggregate known/anonymous contacts, and provide a complete picture of progress in target accounts. It’s easy to implement, easy to use, and has delivered actionable account-based visibility that is unique. For more than a year, Engagio has been the primary software for SDRs and Reps to understand which accounts are engaged to prioritize their activity. Scout is a great tool for seeing account insights. PlayMaker provides a new paradigm on how to orchestrate interactions with accounts.
What do you dislike?
Engagio is very flexible because I can create account-based reporting that incorporates any field from SFDC and it is easy to filter, but I wish the Edit Columns tool was drag and drop so I could do this faster. Otherwise the UX is sweet.
Recommendations to others considering the product
If you are doing ABM and ABSD, you have to evaluate Engagio - great product, great people, and unique vision and direction.
What business problems are you solving with the product? What benefits have you realized?
The key problems we solve with Engagio are 1). Target account selection and prioritization – we use engagement minutes in our formula for account selection as well as intent, fit, and other variables, 2). SDRs and reps prioritize weekly activity based on account engagement so that they are not just lead focused, 3). SDRs gain account insights from Scout and from Analytics reporting on what interactions are occurring with accounts so they can personalize, and 4). We have account-based reporting on engagement, lead conversion/MQL aggregate/appointments, etc that we use in the team, with management, and in board meetings. This reporting would be manual and unmanageable without Engagio. Now we can truly understand our success, 5). We can easily understand how Marketing engagement sources and influences pipeline for attribution analysis. Results: With Engagio we can see that 88% of our 2016 target accounts were engaged, 56% converted MQLs, and target account opp and deal values are higher than non-target accounts.