- Published in News Briefs
The rise in predictive marketing capabilities continued its upward climb this week, with many key players launching solutions and announcing partnerships to help marketing and sales gain highly-targeted leads.
Account-based marketing (ABM) platform provider Madison Logic has acquired Internal Results, a B2B lead generation solutions provider, for an undisclosed fee. The acquisition aims to expand Madison Logic’s international reach and provide its users with a combined database that can enhance ABM marketing campaigns.
Account-based marketing (ABM) is nothing new — it’s what sales executives have been doing since the dawn of sales itself. Executives would identify the companies with whom they most wanted to do business and they’d start making phone calls and knocking on doors.
Traditionally, B2B publishers use a variety of tools to execute lead generation efforts. This process includes multiple departments — IT, sales, engineering and account management, among others. It typically is inefficient and wasteful.
Madison Logic, a marketing solutions provider, unveiled Active ABM, an account-based marketing suite designed to use buying intent data to define company targets, retarget web site visitors and employ predictive targeting.
Using Active ABM, users can also identify topics that are resonating with their audiences, aiming to boost content-driven marketing campaigns.
Madison Logic, a provider of intent data solutions for B2B marketers and publishers, has entered a partnership with BNZSA, a direct marketing agency, which will help deliver Madison Logic's Content Consumption Monitoring Program (CCM) and Email Segment Builder B2B solutions in France. Madison Logic's expansion into France follows a recent partnership to expand B2B solution delivery into Germany with ITCorporate.de, a local site published by Huson Media International.
Madison Logic's CCM aggregates rich intent data that provides segments that will produce less opt-outs, higher performance and a better user experience, according to company officials. When the CCM is used in conjunction with the company's Email Segment Builder, marketers can identify specific segments of their target audience who have displayed interest and deliver the assets that match their interests.
Generating the right content to power the lead funnel was one of the topics discussed during a panel session, titled: Models For Mid Funnel Content Campaigns at the B2B Content2Conversion Conference.
Moderator Clayton Stobbs, Director of Client Experience for Compendium, and panelists Rob Yoegel, Content Marketing Director for Monetate and Thomas Koletas, SVP of Advertising Sales for Madison Logic, shared real-world success stories from lead nurturing campaigns, including warming up stagnant leads and accelerating the conversion rates targeted accounts entering the pipeline.
Addressing the unique needs of B2B marketers, this year’s Content2Conversion (C2C) Conference will offer three Power Panels, each targeted toplanning content campaigns at specific stages of the buying cycle.
The “Keynote” Power Panel is a rare opportunity to hear from key figures in the field as they tackle questions every B2B marketer should be focused on answering. Ardath Albee, Joe Pulizzi and Ann Handley will deliver a comprehensive look at planning content strategy; deploying content in the right formats; and amplifying content across all channels.