Driving meaningful engagement with B2B buyers is harder than ever. Buying committees are larger, digital channels noisier, and inboxes overcrowded. But while marketing teams struggle to capture attention through visual channels, there’s an overlooked opportunity to connect with buyers through audio.
Madison Logic is introducing ABM Audio Advertising, our latest enhancement to the ML Platform. With targeted audio placements on Spotify, SiriusXM, and other leading providers, marketers can now effectively engage entire buying committees, reaching them at unique times and places beyond visual media’s reach.
Why Audio, Why Now?
The timing for ABM Audio Advertising couldn’t be more perfect. Today’s B2B decision-makers spend a significant amount of time consuming audio content—more than any other channel. An eMarketer 2024 report notes that listeners average one hour and 45 minutes listening to digital audio on a daily basis. The shift to audio content isn’t just for background noise; it represents focused, high-quality attention during moments when buyers are unreachable through traditional means:
- Morning commutes when executives process information and plan their day
- Workouts where VP-level decision-makers catch up on industry news via podcasts
- “Screenless moments” throughout the day when buyers are mentally engaged but visually disconnected
- The critical “last mile” of influence when buying committee members are contemplating final decisions
The data speaks volumes about executive audio engagement: 83% of senior executives have listened to a podcast in the past week, with many qualifying as “power listeners” consuming five or more hours of content weekly. Nearly half of B2B decision-makers report that thought leadership content, like that found in podcasts, directly influences their purchasing decisions.
While the audio landscape has exploded, B2B marketers have been slow to capitalize on the opportunity. With podcasts as the preferred channel for consuming B2B content with 43% of American decision-makers, there is an untapped opportunity to reach buyers through targeted advertisements in a low-clutter environment.
What We’re Launching: ABM Audio Advertising
Madison Logic’s ABM Audio Advertising channel delivers programmatic audio ads to precisely targeted buying groups across premium inventory. Unlike generic audio advertising, our solution integrates seamlessly with our comprehensive ABM platform, enabling true cross-channel orchestration with your existing ABM display advertising, content syndication, and social programs.
Key capabilities include:
- Account-based targeting that reaches specific companies and buying groups with tailored audio messaging across podcasts and streaming audio
- Proprietary intent data through market-leading ML Insights, providing granular targeting at the account level with in-market signals
- Cross-platform delivery across major audio destinations including Spotify, Pandora, SiriusXM, and top-tier podcasts
- Journey-based orchestration that unifies audio messaging with other ABM channels for maximum impact
- Full-funnel measurement with direct connections to your customer relationship management (CRM) platform to track influenced pipeline and revenue
How ABM Audio Advertising Works
Madison Logic’s ABM Audio Advertising leverages our proprietary ML Insights intent dataset to identify and reach key stakeholders at your target accounts through premium audio inventory:
- Target the entire buying group within key accounts actively showing intent, driven by research and media engagement behavior
- Activate personalized audio messaging to these accounts across premium audio platforms
- Orchestrate audio ads alongside display and content syndication campaigns for a unified account experience
- Measure the impact on pipeline creation, velocity, and deal value through direct CRM integration
Our platform handles cross-device and cross-channel frequency management to ensure optimal exposure without overwhelming your audience. This enables sophisticated sequential messaging that guides buying committees through their journey—from awareness to consideration to decision.
Five Key Benefits for Marketers
ABM Audio Advertising doesn’t just add another channel to your marketing mix—it transforms your entire account-based strategy. Here are five ways marketers benefit by including programmatic audio ads in their ABM campaigns:
1) Engage the Full Buying Committee
Audio reaches decision-makers during moments when they’re inaccessible through other channels. While the economic buyer may be visible through one channel, such as content syndication, other buying committee members often remain in the shadows. Audio breaks through to these critical stakeholders during commutes, workouts, and other screenless moments.
2) Strengthen ABM Orchestration
True orchestration isn’t just about running multiple channels—it’s about creating a unified experience across touchpoints. ABM Audio Advertising integrates with Madison Logic’s ML platform to ensure your audio messages complement your display ads and sponsored content. This creates a consistent, reinforced experience that accelerates buying decisions.
3) Stronger Alignment Across Marketing Channels
With Madison Logic’s unified platform, your ABM Audio campaigns work in concert with ABM Display Advertising, ABM Content Syndication, and ABM Connected TV (CTV) efforts, creating impossible strategic alignment with fragmented point solutions. This alignment extends beyond just campaign execution to full-funnel measurement, providing a clear picture of how each channel contributes to pipeline creation, velocity, and revenue.
4) Faster Creative Deployment
Audio requires fewer creative resources than visual media, allowing for quicker deployment and more agile messaging. Without the need for complex design assets, marketers can test and iterate audio messaging more efficiently, driving faster optimization and better results.
5) Improved Audience Connection
Audio creates a uniquely intimate connection with listeners. Research shows audio in an omnichannel strategy delivers 3.4x greater connection, 1.9x greater immersion, and requires 2.9x less cognitive load than visual media alone. This means your message is more likely to be understood and internalized by key decision-makers in audio as part of your omnichannel ABM programs.
What ABM Audio Advertising Means for Your Strategy
The addition of ABM Audio Advertising to Madison Logic’s platform creates powerful new possibilities for B2B marketers:
- Account Acquisition: Target and acquire net new accounts or conquest competitive accounts through audio touchpoints that complement your connected TV (CTV) campaigns, creating multiple touchpoints within target accounts from day one.
- Lead Acceleration: Leverage ML Insights and intent signals to activate audio messaging that addresses specific pain points, delivering value-added information right when buying groups are researching solutions.
- Opportunity Acceleration: Reinforce key differentiators through sequential audio messaging that complements your content syndication, creating a surround-sound effect for accounts in active buying cycles.
- Customer Expansion: Keep your brand top of mind with existing customers through audio touchpoints that complement your customer marketing programs, driving additional upsell and cross-sell revenue opportunities.
The most sophisticated ABM practitioners recognize that buying group engagement requires a true omnichannel approach. And nearly half of B2B decision-makers report that thought leadership content, like that found in podcasts, influences their purchase decisions. So, seamlessly integrating audio into your ABM strategy is no longer optional—it’s essential for complete buying group coverage and influence.
Get Started with ABM Audio Advertising
ABM Audio Advertising is now available to all Madison Logic clients. Contact us today for a personalized walkthrough of how it can enhance your account-based marketing strategy and drive measurable pipeline impact.