A great way to get media attention is to point out the historical success of your founder. In the case of Engagio, the tantalizing factoid is that its founder, Jon Miller, previously co-founded Marketo, the marketing automation player that has been making waves. The fact that Miller left Marketo to embark on a new venture is interesting. In his case, Miller uses a metaphor to explain his motivations: As he sees it, “too many sales and marketing teams were hunting the big fish with nets — when they needed to fish with spears.”
What that means in practice is that rather than the traditional blunt approach to marketing automation, Miller’s new gig, Engagio, is all about highly refined targeting of customers — Engagio builds a series of tools that help companies to target only the accounts that are most likely to drive significant revenue. Engagio’s catchy little sound bite is to call this “account-based everything,” but really it’s just about targeting the top echelon of customers.