The B2B buying journey has changed. Buying committee members for complex technical solutions are more independent in their decision-making and conduct more of their own research online.   According to Gartner data, sales teams have limited access to customers during the B2B buying journey, roughly accounting for only 5% of the customers’ time. This leaves it up to marketers to provide account-based marketing (ABM) content and messaging that gets buyers to realize not only what a viable solution looks like, but that you know them and their intent—their “why”—for looking up y ..read more

Cross-collaboration with sales is crucial to account-based marketing success.   Marketing teams are often pigeonholed into developing a marketing strategy that either focuses solely on top of funnel marketing motions that fuel the sales pipeline or the number of marketing-qualified leads (MQLs) they need to gain to hit their departmental goals.   Both options lack a sense of collaboration. If marketers only qualify leads based on their marketing actions, the sales team receives leads that may not be qualified candidates for your product or offering. Yet if sales were to onl ..read more

Marketing and sales teams can default into thinking once the deal is signed, the hard work is done. But the reality is, the real return on investment (ROI) begins at the dotted line.   Acquiring new customers is not only five times more expensive than retaining existing customers, but there’s only a 5-20% chance of closing a sale. Yet existing customers, according to Paul W. Farris’ Marketing Metrics, are 3-10 times more likely to close than new customers.  Companies provide the infrastructure for customers to do what they want, when they want, how they want. Customers constantl ..read more

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The success of your account-based marketing (ABM) efforts is determined by how often you review the progress and health of your ABM campaigns.    Lead generation is one of the most prominent B2B marketing goals—after all, it continuously feeds the pipeline. But for quality accounts, you need to regularly measure your B2B marketing campaigns against marketing and sales shared key performance indicators (KPIs), paying close attention to engagement, pipeline, and conversion metrics so you can optimize your approach as efficiently as possible. Establishing a regular cadence to review eng ..read more

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  WATCH VIDEO The Challenge For Katrina Kilgas, B2B Media Manager at Shell Lubricant Solutions, developing an effective account-based marketing (ABM) strategy hinges on leveraging data to understand and engage a diverse audience. As a global provider of lubricant solutions for a wide range of industrial applications, Shell Lubricant Solutions targets decision-makers from C-suite executives to plant managers and procurement specialists.  The opportunity lies in crafting messages that resonate with each segment of this varied audience and delivering these messages through the most appr ..read more

Highly Experienced Marketing and Technology Executive to Lead Next Stage of Growth and Innovation NEW YORK, NY – April 9, 2024 – Madison Logic, the leading global digital account-based marketing (ABM) platform, today announced that Keith Turco has been named as Chief Executive Officer, effective May 1, 2024, to lead the Company’s next stage of growth and innovation. Mr. Turco brings to Madison Logic three decades of experience driving corporate growth with expertise in business strategy, marketing technologies, and advertising. Most recently, he served as Chief Growth Officer at MERGE, where h ..read more

Company gains momentum with 38 badges as customers gain significant ROI from intent-driven account-based marketing  NEW YORK, NY — April 5, 2024 — Madison Logic, the leading global digital Account-Based Marketing (ABM) activation platform, today announced that it has secured 38 total badges in the G2 Spring 2024 Grid® Reports, achieving Leader or High Performer status across six categories: Account-Based Advertising, Account-Based Orchestration Platforms, Account-Based Analytics, Buyer Intent Data Providers, Marketing Account Intelligence, and Account Data Management. These accolades unde ..read more

Interest in enterprise resource planning (ERP) solutions is rising as companies increasingly see its value in streamlining workflows, lowering costs, and boosting productivity. At a time when data has become the driving force behind every modern company, ERP systems make it easier to collect, organize, analyze, and distribute this information to every individual and system that needs it in one spot.  While organizations often struggle to balance the need for ERP solutions against their complex implementation, software improvements through the addition of AI technology and increased cloud ..read more