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5 Fresh Takeaways That Changed Even My View On Account-Based Strategies

At Demand Gen Report, as well as at our sister publication ABM In Action, we have made it our mission to ensure that we’re providing the latest trends and best practices in the growing realm of account-based strategy. But during a recent webcast we produced with our friends at Engagio, I realized that there is always something to learn when it comes to one of the hottest trends in B2B business today.

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Engagio Unveils Account-Based Attribution Solution

Engagio, a marketing orchestration software company, announced it has launched Dash Account Based Attribution, a solution designed to help B2B marketers measure ROI and make better decisions about driving business outcomes at high-value accounts with multi-touch attribution.

Marketo Co-Founders Back Together At Engagio

Phil Fernandez, Co-founder, former CEO and Chairman of Marketo, has joined the account-based marketing and sales company Engagio on an advisory level. The move puts him in partnership with his fellow Marketo co-founder Jon Miller, who left the company to launch Engagio in 2015.

Is ABM A Fad?

1millerAt a recent industry event, the above question was posed by marketers and industry observers, who wondered out loud where the account-based marketing train was actually headed. It’s certainly a question worth pondering, especially as the marketing-tech world has become awash with buzz-worthy new technologies promising all manner of sales, revenue and AI-powered Nirvana.

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