CORE ABM

Madison Logic Recognized as a Challenger in 2022 Gartner® Magic Quadrant™

Madison Logic | January 14, 2022

Madison Logic Recognized as a Challenger
On January 13, Madison Logic announced that it scored its highest Critical Capabilities score for Orchestration of Display Advertising, with the highest category score evaluated in the Gartner Critical Capabilities 2022 Report. It was named a Challenger in the 2022 Gartner® Magic Quadrant™. This recognition was awarded based on Madison Logic’s ability to execute and completeness of vision.

Amongst the vendors evaluated in the Report, Madison Logic’s ability to activate digital account-based marketing programs across ABM content syndication, ABM social via LinkedIn and ABM display advertising was unique as reported by clients. Its multi-channel digital approach towards ABM drives growth at organizations across the world.

“Today's most sophisticated enterprise marketers are leveraging account-based strategies to accelerate growth," said Tom O'Regan, CEO of Madison Logic.

“Today's most sophisticated enterprise marketers are leveraging account-based strategies to accelerate growth," said Tom O'Regan, CEO of Madison Logic. "With the recognition of our strength in today's dominant paid media channels, ABM Display Advertising and ABM Content Syndication, we look forward to continuing to support global software organizations to prioritize and engage their best accounts across the sales cycle."

Madison Logic enables growing middle-market companies and enterprises to leverage proprietary buyer intent signals to pinpoint and focus on their target accounts, activate data-driven programs across primary channels that revenue marketers rely on, and quantify the impact on business growth and pipeline opportunities. It recently announced the release of the ML Platform. It is a data-driven platform with multi-channel media activation, ML Insights, and account measurement platform. The data from these three independent signals provides global B2B marketers with a comprehensive view of companies demonstrating the highest purchase intent.

The Gartner Report evaluates seven vendors offering account-based marketing platforms based on their completeness of vision and ability to execute. According to Gartner, the Reports are made after rigorous, fact-based research in specific markets. They offer an analysis of how providers fare in the market by considering growth and distinct differentiation.

Providers are categorized into four quadrants: Leaders, Challengers, Visionaries and Niche Players. The Critical Capabilities Report on which Madison Logic has got its highest score, gives in-depth insight into the product offerings of recognized members.

Spotlight

We recently brought marketing, demand generation and sales professionals together in the first Norwest Venture Partners Demand Generation Summit. This white paper is distilled from the lessons learned at the summit, and offers a guide for developing a robust demand generation program. Although there is often a lack of clarity around the precise definition of demand generation and its relationship to lead generation, marketing automation leader Marketo defines it as “the function of a marketing department that creates demand for your product or service.” Marketo further notes, “This is much more than lead generation, as it also includes the conversations and activities that occur prior to the Ulead being passed to sales.”

Spotlight

We recently brought marketing, demand generation and sales professionals together in the first Norwest Venture Partners Demand Generation Summit. This white paper is distilled from the lessons learned at the summit, and offers a guide for developing a robust demand generation program. Although there is often a lack of clarity around the precise definition of demand generation and its relationship to lead generation, marketing automation leader Marketo defines it as “the function of a marketing department that creates demand for your product or service.” Marketo further notes, “This is much more than lead generation, as it also includes the conversations and activities that occur prior to the Ulead being passed to sales.”

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CORE ABM

Folloze and 6sense Team Up to Power Digitally Rich B2B Buyer Journeys

Folloze, 6sense | April 12, 2021

Folloze and 6sense announced a technology partnership today that brings together 6sense's intent, predictive, and account engagement data with Folloze's customized buyer experience and sales orchestration capability. The integration will identify target accounts and offer contextual buying journeys at scale based on their intent, stage, industry, use case, and more, using real-time data to understand buyer behavior. The news today highlights the rapid speed of digital transformation and the elevated position of marketers as architects of digitally engaging, informing, and delivering value buyer journeys. Today's digital-first buyers want to be seen as allies, not marketing targets, with over 80% of B2B sales completed digitally and growing. At the same time, COVID-19's impact has accelerated the pace of digital transformation in every sector. Buyer engagement and digital selling have switched from sales to marketing departments in this evolving marketplace. Viral Bajaria, CTO and Co-Founder of 6sense, said, "Today's digital-first customers are savvier than ever." “For revenue teams, delivering customized, timely, and appropriate buyer experiences through a diverse variety of digital touchpoints has become table stakes for revenue teams. Our collaboration with Folloze enables marketing departments to engage buyers based on their buying journeys and what is most important to them.” Folloze's Chief Product Officer and Co-Founder David Brutman said, "Marketing departments must now step up and take greater control of the lead-to-revenue cycle." “Marketers must constantly offer high-value and appropriate journeys for today's competitive B2B buyer to satisfy these new realities. We're excited to be partnering with 6sense to help marketers develop meaningful account-based experiences using a process that's as simple as putting together a PowerPoint presentation.” Folloze-6sense Integration Capabilities Unknown visitors are matched to accounts using 6sense account identification, which surfaces appropriate account data such as firmographics, current buying point, segment, and intent keywords. Folloze conducts micro-targeted omnichannel campaigns based on these insights, relying on automation to guide buyers through their self-service journeys. Folloze tracks content utilization, screen time, subjects of interest, and the most active members of the buying team. 6sense account data is used by both inbound and outbound campaigns, including SDR outreach and Folloze marketing-email orchestrated promotions (using the Folloze ID service), so teams can "digitally surround" accounts while providing consistent experiences across channels. About Folloze Folloze creates the most advanced B2B Buyer Experience Platform on the market. Sales and marketing departments will use Folloze to easily develop rich, personalized, and value-added experiences that increase revenue impact throughout the customer journey. Folloze is trusted by top B2B brands including Autodesk, RingCentral, Cisco, and ServiceNow to increase customer engagement, sales growth, and account expansion across their target accounts. About 6Sense By placing the power of AI, big data, and machine learning behind every member of the revenue team, the 6sense Account Engagement Platform helps B2B companies achieve stable revenue growth. 6sense is a company led by Jason Zintak that uncovers anonymous buying behavior, prioritizes accounts for sales and marketing, and allows them to engage resistant buying teams with personalized, multi-channel, multi-touch strategies. 6sense enables revenue teams to quickly learn what they need to know about their buyers, allowing them to quickly create more deals, maximize deal size, get through opportunities faster, and compete and win more often.

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ACCOUNT-BASED DATA

Autonomous Demand Generation Company Metadata.io Raises $6.5 Million

Metadata io | September 13, 2020

Autonomous demand generation platform Metadata.io announced it raised $6.5 million in an oversubscribed Series A funding round led by Resolute Ventures. Additional participants include Greycroft, York IE, Stormbreakers, and renowned entrepreneurs, including Mark Organ (founder of Eloqua), Ilya Volodarsky (founder of Segment), and others. Over a dozen Metadata customers (e.g. UIPath VP of Growth, SocialChorus CEO, etc) and key employees also invested in the round. Including this fund round, Metadata’s latest funding round brings the total to over $10 million. The new funding round will enable Metadata to expand its product capabilities, meet the increasing momentum of customer demand, scale its go-market motion, and achieve category leadership. Recently, Metadata recently ranked No. 233 in the 2020 Inc. 5000 Fastest Growing Private Companies in America Annual List as it reported an impressive growth rate of 1869.18% revenue growth over the past three years. Metadata is known to be an advantage for marketing teams as it increases their execution capacity by 100x and sets the entire martech stack on autopilot by connecting existing tools and putting them to work. Experimental marketers from companies like Zoom, Drift, Pendo, Udacity, and Vonage have experienced as much as a 4.5x ROI in as little as 90 days using Metadata. Metadata’s rapidly growing customer base has been continuing to praise the technology for helping achieve B2B marketing results beyond the scale and scope they previously thought possible. And on average, Metadata customers paid back their investment within 7 months compared to 17 months from competing platforms. Recently, the company appointed Olivier L’Abbé as president and expanded its leadership team with deep martech expertise with the additions of Clay Bentley as VP Sales (formerly of G2) and Jason Widup as VP Marketing (formerly of Tableau Software) as well as the addition of Bill Portelli to its Board of Directors. Metadata also recently launched a new product called MetaMatch, which is a proprietary technology that allows B2B advertisers to build custom audiences on Facebook, LinkedIn, and Programmatic Display using firmographic, technographic, and demographic data from their proprietary database of over 1.4 billion profiles.

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ACCOUNT-BASED DATA

RollWorks' New Integrated Capabilities Provide Deeper Insights into the Account Buying Journey for the Highest Return on ABM Investment

RollWorks | October 08, 2021

RollWorks, a division of NextRoll, today announced the availability of Journey Events, and new enhancements to Journey Stages; integrated capabilities in the RollWorks Account-Based Platform that provide B2B marketing and sales teams insights into how their combined go-to-market activities impact account progression and which activities are most efficient at driving accounts to the next stage in the buying journey. ABM has quickly become table stakes in B2B marketing, yet marketers struggle to understand and show the impact of their account-based efforts. Their activities extend far beyond advertising, and they need a concrete way to show executive leadership that all of those activities are having an impact on revenue.Teams are left with either a very manual internal process or current measurement frameworks whose shortcomings force marketers to infer impact on revenue from things like impressions. Journey Stages helps teams of all sizes discover where their accounts are in their buying journey, activate stage-specific multi-channel campaigns accordingly, and measure the effectiveness of their ABM programs. Journey Events gives teams a holistic look at all of their marketing and sales activities to show how their ABM program is influencing an account's progression.Together, Journey Stages and Events turn account progression and regression, and activity signals into actionable insights that will help teams increase their pipeline velocity and capture the highest return on their ABM investment. "Journey Stages tracks the progression and regression of target accounts along each stage of their buying journey - from pre-opportunity through renewal - to help companies efficiently plan and measure their go-to-market programs," said Justin Cooperman, VP of Product at RollWorks. "Journey Stages tracks the progression and regression of target accounts along each stage of their buying journey - from pre-opportunity through renewal - to help companies efficiently plan and measure their go-to-market programs," said Justin Cooperman, VP of Product at RollWorks. "Journey Events pulls in events and activities taken by the account and maps them to the account's progression or regression, to help teams understand which activities are working to move them closer to revenue. These combined insights are a powerful way to enable the building and refinement of stage-specific campaigns to drive pipeline progression." Journey Stages and Journey Events Features and Benefits With RollWorks Journey Stages and Journey Events you can: Discover where accounts are in their buying journey: See the distribution of your accounts on a dashboard, or drill down into account-level information. Create stage-specific program audiences: Use account stage attributes to create account lists in RollWorks for activation across channels. Measure impact of your programs with account progression metrics: Run point-in-time comparisons to track progression and justify program spend. Visualize all of your multi-channel ABM activity in a single place: View account activity data like SDR emails sent and opened, meetings booked, opportunities open/progressed and deals closed from a multitude of data sources. Understand what activities are driving account progression: See how account activity is affecting stage progression and which activities are most efficient at driving accounts forward. Availability Journey Stages and Journey Events are available to all RollWorks customers. Additional functionality to gain deeper activity insights will roll out through the end of the year. Learn more about Journey Stages, Journey Events and the broader feature set here. About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small —from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

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