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

Selling or marketing to someone you have limited insights on is like trying to hit a piñata blindfolded. You have a general idea of where it is, but without knowing its exact whereabouts, you’re taking swings in the dark, and more often than not—you’ll miss your target.

Gaps in buyer insights—pain points, account needs, and goals—are a huge issue for accountbased marketing (ABM) teams looking to deepen relationships with existing customers and target high-value prospects. Personalization lives at the core of ABM, and yet, personalization at scale toward target accounts (35 percent) and developing targeted content for accounts and personas (30 percent) are in the top five ABM challenges, according to Demand Gen Report.

Spotlight

Selling or marketing to someone you have limited insights on is like trying to hit a piñata blindfolded. You have a general idea of where it is, but without knowing its exact whereabouts, you’re taking swings in the dark, and more often than not—you’ll miss your target.

Gaps in buyer insights—pain points, account needs, and goals—are a huge issue for accountbased marketing (ABM) teams looking to deepen relationships with existing customers and target high-value prospects. Personalization lives at the core of ABM, and yet, personalization at scale toward target accounts (35 percent) and developing targeted content for accounts and personas (30 percent) are in the top five ABM challenges, according to Demand Gen Report.

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ACCOUNT BASED DATA, TARGETED ACCOUNT STRATEGY

Demandbase Customers, Including Deep Instinct, Folloze, Diebold Nixdorf, and Thales, See Remarkable Success in 2022

Demandbase | December 08, 2022

Demandbase, the Smarter GTM™ company that helps B2B organizations hit their revenue goals, is celebrating 1,300+ customers who are driving more business using fewer resources by leveraging the Demandbase One go-to-market platform. Here are a few of their 2022 success stories: Doing More with Less Deep Instinct became a Demandbase customer when they were switching to a modern account-based approach and needed a platform with flexible, core logic and data they could trust. Since implementing Demandbase One, the company has raised sales development representative (SDR) calls-to-conversations ratio by 333%, increased conversations-to-meetings by 269%, and has seen pipeline soar more than 900% year-over-year. With Demandbase, “We’re simply smarter, better, people,” said Theresa Woodiel, Deep Instinct’s director of ABM and integrated marketing. “And when you think about the efficiency and effectiveness, it was shocking the amount of people’s resources, time, and money spent before we plugged in Demandbase.” Benefitting From a True Partnership Folloze began using Demandbase One to create and execute an account-based plan to reach the right buyers at the right time — efficiently. Since then, their ABM program has generated 75% of the company’s pre-pipeline and pipeline, doubled their pipeline goal in Q1, and reduced their time to close. Bretton Hoekwater, the company’s growth marketing and analytics manager, credits the strong relationship between Folloze and Demandbase with much of their success, emphasizing the importance of finding a partner and not a vendor. Exceeding Industry Benchmarks with Account-Based Advertising Diebold Nixdorf uses Demandbase One including Advertising, starting with the platform when they needed to engage buyers in North America who were not currently doing business with them. The team became ABX (account-based experience) certified through the Demandbase Academy and has systematically been implementing an account-based approach. Their results have been spectacular, achieving 100% reach, engaging 83% of target accounts (including 64.9% for the first time), and increasing CTRs by 850% over the industry benchmark. As Jenny Reed, Diebold Nixdorf’s senior manager of global marketing put it: “If I lost Demandbase, I would lose an incredibly effective tool in my toolbox, because it’s really proving to be efficient and productive for us.” Scaling their ABM Thales came to Demandbase when the team wanted a single source of truth for sales and marketing, with intent and engagement data and the ability to identify which accounts were visiting their website (beyond their own first-party data). They also needed the tools and integrations to automate and scale ABM, all of which they found in Demandbase One (ABX) with Advertising. Thales has since achieved 4X industry average click-through rates (CTRs), re-engaged 50% of their disengaged target account list, and doubled their number of marketing qualified accounts (MQAs). “The advertising is great, but the functionality we love the most is orchestration,” said Elsa Toutlemonde, Thales’ account-based marketing manager EMEA. “Dynamic lists that automatically refresh in Linkedin — really love that one!” “We’re helping sales and marketing teams work smarter, not harder, with our platform,” says Jon Miller, chief marketing officer of Demandbase. “Seeing success stories like these roll in from our esteemed customers tells us that we’re achieving this goal. We’re so proud of how strategic these companies are, and how much intentionality they’re putting into their go-to-market plans and execution. They deserve their time in the spotlight, and we look forward to celebrating their future success along with that of many other customers.” “We’re helping sales and marketing teams work smarter, not harder, with our platform,” says Jon Miller, chief marketing officer of Demandbase. About Demandbase Demandbase is Smarter GTM™ for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com.

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ACCOUNT BASED DATA

ChatFunnels To Host Demand Gen Summit; A B2B Leadership Virtual Event

ChatFunnels | November 11, 2022

ChatFunnels, the leading signal marketing platform, today announced they will be hosting the semi-annual FREE Demand Gen Summit on November 16th, 2022. The Summit will be a one-day virtual event showcasing 30+ of the industry’s leading sales and marketing leaders where they reveal the latest growth trends and strategies being used by some of the world’s leading organizations. ChatFunnels has hosted over 25,500 participants and more than 160 top B2B sales and marketing speakers. Much of the event's value is credited to the high standard of speakers, value-driven tracks, and the practical strategies and tactics that are shared. The Summit sessions are placed into three distinct tracks that indicate their positioning along the sales funnel: Driving Demand, Engaging Demand, and Closing Demand. The following speakers are among those who will be featured at the Summit: Founder of InsideSales & Co-Founder of Silicon Slopes, David Elkington Salesforce’s VP of Global Demand Gen, Rick Tolman Domo’s CAO, Mark Maughan ChatFunnels’ Co-Founder, Billy Bateman Demandbase’s CMO, Jon Miller Medix’s CMO, Christina Bottis GTM Partners’ CEO & Co-Founder, Sangram Vajre Strategicabm’s CMO, Declan Mulkeen FullFunnel.io’s Co-Founder, Vladimir Blagojevic 6sense’s Head of Demand & Marketing Ops, Chris Dutton Motivosity’s VP of Marketing, Logan Mallory LeadIQ’s VP of Marketing, Dan Rood Vena’s Sr. Dir. Of Demand Gen, Tamara Yarovoy Harmon Brother’s CEO, Shane Rickard Harmon Brother’s CRO, Kurt Horn Wrench.ai’s SVP of Revenue, Brent Brague Refine Labs’ VP of Demand Gen, Tory Kindlick Winning by Design’s Revenue Architect, Jim Hopkins ChatFunnels’ Director of Sales, Steve Eror Personal ABM’s CEO, Kristina Jaramillo VanillaSoft’s Demand Gen Lead, Ollie Whitfield See all speakers at: demandgensummit.com In addition to the presentations, the Demand Gen Summit Awards will be announced at the event. These awards recognize exceptional industry leaders and marketing centric podcasts, who are bringing their companies forward with demand generation and who are crowd-nominated and voted. To register for free or to vote for Demand Gen leaders awards go to http://www.demandgensummit.com/ About ChatFunnels ChatFunnels is an account-based engagement orchestration platform designed to help your sales and marketing teams sell to your ideal customers. ChatFunnels allows you to segment, identify, engage, and convert web traffic with automated and templated workflows. ChatFunnels is easily implemented into your marketing and sales teams to convert traffic that on your website into customers. ChatFunnels is used by leading brands such as Domo, ObservePoint, Pantheon, Archive360 & Paytm.

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CORE ABM

Integrate Launches New Product Features to Drive Precision in ABM

Integrate | November 16, 2022

Integrate, the leader in B2B Precision Demand Marketing (PDM), today announced new product features that enable marketers to be more precise and powerful in their account based marketing (ABM) strategies. The new features in Integrate’s Demand Acceleration Platform include Account Profiles, Target Account list import, and Target Account list optimization, which provide greater insight into cross-channel campaign performance by account, automates target account lists from various sources, and ensures more precision with budget spend against ABM campaigns. A recent survey Integrate conducted in conjunction with global research firm, Demand Metric, on the "2022 State of B2B Marketing Budgets," found that only 27% of marketers say that ABM is a key part of their strategy and 53% plan to spend less on ABM in 2023. The report suggests that this is a result of how difficult it is to implement ABM successfully. In contrast, marketers are primarily focused on the trifecta of (1) a buyer-driven & cross-channel strategy (54%), (2) an always-on approach (43%), and (3) traditional demand gen (43%). In fact, according to Forrester’s 2022 State Of ABM Survey, 26% of “ABM” initiatives do not actually follow any tenets of ABM best practices. "In theory, ABM is in many ways just good marketing, but in practice, it's incredibly hard to get right," said Colby Cavanaugh, SVP of Marketing at Integrate. "It's evident that B2B marketers are looking for ways to be more precise, more agile, and more personalized in their approach, and we are supporting customers toward achieving predictable pipeline." The new product features within Integrate’s Demand Acceleration Platform strengthen marketers' ability to execute ABM with precision and extend their investments in ABM, and include the following functionality: Account Profiles allow for an easy at-a-glance view into target list reach and engagement, giving marketers greater visibility in cross-channel marketing performance. Marketers can get a view of engagement across target account lists and zoom into an account-by-account view of engagement. Target Account list import makes it easier and faster to import target account lists automatically from leading ABM vendors, sales teams, or customer success teams, giving marketers greater flexibility in how they bring in account information. Marketers are able to optimize and customize their target account lists and eliminate manual processing to get marketing campaigns quickly underway. The list can be updated automatically at a user-defined interval e.g. daily, weekly, bi-weekly, monthly, etc. Target Account list optimization optimizes lead targeting across your entire target account list ensuring a more even distribution of opted in leads from each domain on your list. This can be configured at the source level or at the campaign level. "If there’s one thing we’ve learned in these past few years of uncertainty, it’s how important it is for B2B marketers to take a buyer-centric, cross-channel strategy so they can reach their buyers better,” said Aaron Mahimainathan, Chief Product Officer at Integrate. “That's why at Integrate, we are building products that support B2B marketers across the marketing maturity continuum with a Precision Demand Marketing approach to bolster both ABM and traditional demand generation efforts." "If there’s one thing we’ve learned in these past few years of uncertainty, it’s how important it is for B2B marketers to take a buyer-centric, cross-channel strategy so they can reach their buyers better,” said Aaron Mahimainathan, Chief Product Officer at Integrate. About Integrate Integrate activates, governs, and measures marketing campaigns across demand channels. This enables marketers to launch cross-channel buyer experiences, ensure data integrity, measure the impact of their programs, and inform the next best investments. Integrate works with high-growth and enterprise organizations like Salesforce, Microsoft, Akamai, and Pluralsight to power their Precision Demand Marketing strategies. Today, Integrate’s Demand Acceleration Platform helps create more precise and personalized buying experiences that reach the right buyer with the right message at the right point in their buying journey, and ultimately convert more leads to revenue. For more information, please visit www.integrate.com or follow us on LinkedIn, Facebook, Twitter and Instagram.

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