Madison Logic, the leading global digital ABM platform, announces the introduction of ML Platform v3 with updated Journey Acceleration Measurement features, delivering full-funnel performance visibility and pipeline effect monitoring. Journey Acceleration® Measurement is a feature of the ML Platform that uses a simple integration with Salesforce to provide customers with advanced measurement across various ABM platforms and accelerated stages of the buyer's journey within their targeted accounts.
"The full-funnel visibility unlocked in ML Platform with Journey Acceleration Measurement offers B2B marketers what is most essential for driving growth: insights and data around campaign volume, pipeline conversion rate, as well as the intrinsic value of sales impact and ROI - all in one place," said Tom O'Regan, CEO, Madison Logic.
Madison Logic's Journey Acceleration Measurement offers improved reporting of multi-channel digital ABM engagement, providing sales and marketing with comprehensive perspectives through all points of the buyer's journey. This update, powered by a smooth integration with Salesforce, allows B2B marketers to track and maximize multi-channel account interaction and campaign performance, as well as record direct effects on pipeline and revenue.
"While account-based marketing (ABM) has established itself as a strategic growth imperative for B2B companies of all sizes, sectors, and regions," wrote Bob Peterson, VP Principal Analyst with Forrester Research in a 2018 blog post, "not all marketers have been swift to update their reporting performance to demonstrate their contributions in an ABM environment." "Best-in-class ABM systems concentrate on a comprehensive and adaptable assessment methodology to support them in articulating results towards specific goals."
Madison Logic, the world leader in digital account-based marketing, offers account intelligence, multi-channel media activation, and best-in-class measurement, all while leveraging a core strategic relationship with Merkle B2B, the leading technology-enabled, data-driven customer experience management (CXM) firm, and strong integration with LinkedIn Marketing Solutions. All three companies collaborate to provide customers with the ability to assess digital advertising success through three marketing platforms on a single cohesive, interconnected platform.
"Measuring the efficacy of our account-based marketing is crucial to securing stakeholder buy-in," says Maura Smith, Senior VP Marketing at Pepperjam, a privately operated performance marketing agency, and the first BETA client to use Journey Acceleration® Measurement. "With our integration with Madison Logic, we can easily show the effect of ABM on pipeline velocity and progression and apply data-driven optimizations."
The following reporting capabilities are available with Journey Acceleration Measurement:
Seamless integration with Salesforce
Digital ABM reporting in real-time and through multiple channels
Key metrics on with sales on content engagement, digital research activity, and installed technology.
Validation of the 3Vs of pipeline and revenue: volume, value, and velocity
"With innovative targeting and impactful implementation, Madison Logic has accelerated marketing's impact on pipeline and sales," said Bob Ray, Global CEO of Merkle | DWA, and Head of Global Agency Services for Merkle B2B, the first end-to-end integrated B2B agency.
"The launch of Journey Acceleration Measurement underscores our decision to build key partnerships with Madison Logic and LinkedIn Marketing Solutions." Giving our joint customers advanced proof that their investments are fueling success is just the most recent example of how we're shaping the future of ABM together."
Madison Logic's partnership with Merkle B2B incorporates insights from Madison Logic's ML Data Cloud and Merkle's identity solutions to identify and prioritize clients' most active customers.
About Madison Logic
Madison Logic allows B2B marketers to turn their best accounts more efficiently by locating and communicating with the most important people in the buyer's journey.