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Home>Engagio Launches ‘Dash Account Based Attribution’ to Help Marketers Measure and Understand the Impact of ABM Initiatives

Engagio Launches ‘Dash Account Based Attribution’ to Help Marketers Measure and Understand the Impact of ABM Initiatives

Engagio Launches ‘Dash Account Based Attribution’ to Help Marketers Measure and Understand the Impact of ABM Initiatives

09/27/2017

Engagio Launches ‘Dash Account Based Attribution’ to Help Marketers Measure and Understand the Impact of ABM Initiatives

B2B Marketers can now connect the dots between account engagement and revenue to gain visibility into ABM program performance and account journeys

Engagio, the leading marketing orchestration software company, today announced a significant new product: Dash Account Based Attribution. The new product gives B2B marketers multi-touch attribution to help them measure ROI and make better decisions about driving business outcomes at high-value accounts. Unlike other tools that are lead-centric and focus on an individual, Dash Account Based Attribution helps marketers understand the impact of programs on multiple people within an account. Dash Account Based Attribution supports multiple models and provides native Salesforce.com dashboards for greater flexibility.

With more teams running Account Based Marketing (ABM) programs involving multiple people and complex buying cycles, multi-touch attribution is becoming more critical than ever. An account-centric approach is necessary to get the full picture of ABM attribution. While current solutions were built with a lead-based framework in mind, Dash Account Based Attribution is designed to support the unique needs of account based marketers. The product supports multiple account based attribution models for all stages of the account journey, provides native dashboards in Salesforce.com, and complements the current set of Engagio account-centric tools.

“We are excited to add Dash Account Based Attribution to our product suite,” said Jon Miller, founder and CEO of Engagio. “In our discussions with marketers at small and large organizations that are running Account Based Marketing programs, we heard loud and clear that they do not have an effective way to measure the ROI of their initiatives at the account level. Very rarely is one activity, or one individual, responsible for creating or closing a deal. With this new product we are now helping marketers understand the multi-touch impact of all the key interactions involved in complex revenue cycles so they can report on ROI, optimize spend, and share insights with revenue teams.”

Engagio’s Dash Account Based Attribution specifically helps marketing teams to:

  • Analyze conversion at every stage of the account journey to measure custom demand waterfalls and optimize the account based funnel
  • Understand which programs are working, and which are not, to drive higher ROI and spend budget more efficiently
  • Evaluate results using multi-touch attribution models such as First Touch, Last Touch, Equal Touch, Position-Based, and custom

“Marketers are moving from focusing on one trackable milestone – leads – to driving engagement across the entire buying experience,” said Craig Rosenberg, Co-Founder and Chief Analyst of TOPO. “Programs that were once wholly focused on driving form-fills are now highly targeted multi-channel, multi-department, ‘multi-everything’ strategies. These new strategies have made marketing programs much more effective, but there has also been no way to measure and optimize them. Since organizations can’t move their go-to-market strategies forward until they can measure the value, progress has been impeded. Consequently, we believe that attribution reporting, and particularly account level attribution reporting, will now be table stakes for advanced marketing programs.”

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