TLDR:
The latest iteration of Madison Logic’s (ML) Account-Based Marketing (ABM) platform—called ML Insights—includes a new dataset that encourages engagement and sales. ML uses three main metrics to measure accounts’ likelihood to purchase. These are metrics are B2B research intent, tech base, and past capabilities. According to the CEO of ML, the more marketers know, the better they can use that information to their benefit.
ML is an ABM platform that uses purchase intent signals to speed up the customer journey and deliver measurable pipeline results.
They recently released the latest version of their platform—ML Insights—that leverages three key metrics to measure accounts’ likelihood to purchase:
- B2B Research Intent: Third-party signals of accounts consuming content on the web about particular products from thousands of websites
- Tech Base: Uses an account’s tech in ways that complement their existing intent data-gathering abilities
- Past Capabilities: Discovers where the buying centers are and serves them personalized advertising to engage them with relevant content
The CEO of ML, Tom O’Regan, commented in a statement that the more marketers know, the better they can use that information to their benefit:
“All software organizations are executing on account-based strategies and the market has never been more competitive to drive sales… Having more insight into in-market accounts, and knowing whom to target within those accounts, gives marketers the biggest opportunity to differentiate and gain an advantage to shorten sales cycles.”
ML’s testers experienced a significant uptick in ROI—over 25% account engagement and a 19% boost in account volume. ML users can point out which companies are the best to take on and the content needed to speed that process along.
In addition, ML gets recommendations that are backed by data. It does this by:
- Checking: To see where gaps exist when it comes to the behavior of buyers and sellers
- Finding out: When accounts acquire new tech
- Prioritizing: engagement strategies to different accounts and personas across the buyer’s journey
Original article from Globe Newswire on 14 December 2021.
About Madison Logic
Since 2005, Madison Logic has empowered the largest and fastest-growing companies to convert their best accounts faster by finding and engaging throughout the customer journey with the most influential members of the buying committee.
The ML Platform, a global multi-channel ABM media activation and measurement platform, enables marketers within enterprise organizations to leverage unique proprietary data to identify the accounts most likely to purchase, maximize engagement across multiple channels, and accelerate sales cycles to positively impact ROI.
