Madison Logic, an ABM platform, strengthened its ML Insights offerings, which helps provide a comprehensive signal of purchase intent and leverages an integrated data set to fuel the intelligence needed to accelerate engagement and sales conversion from in-market accounts.
ML Insights seeks to unify three signals to create a holistic view of companies demonstrating the highest propensity to purchase, including:
- Research, which gives marketers visibility using third-party signals into in-market accounts consuming web content on specific products or solutions across thousands of websites;
- Install base, which leverages an account’s technology investment in complementary or competitive hardware and software applications to focus on the accounts most likely to buy; and
- Historical performance, which uncovers the buying centers that are being targeted and actively engaging with relevant content and advertising.
“All software organizations are executing on account-based strategies and the market has never been more competitive to drive sales,” said Tom O’Regan, CEO of Madison Logic, in a statement. “Having more insight into in-market accounts, and knowing who to target within those accounts, gives marketers the biggest opportunity to differentiate and gain an advantage to shorten sales cycles.”