In our new ABM Customer Stories blog series, we’ll spotlight great companies leveraging account-based marketing (ABM) and Madison Logic to achieve big results. Learn how B2B marketers from leading enterprise software organizations use research and insights to implement multi-channel ABM strategies that yield higher conversion across the sales cycle.
The Situation
As a global leader in cloud communications that helps businesses accelerate their digital transformation, Thomas Matthew, Senior Manager of Digital Marketing at Vonage, needed to find new ways to reach a new audience and create an actionable marketing strategy that leverages their own customer and CRM data. Tom’s group oversees the company’s digital media and activation strategy and is responsible for delivering marketing-sourced leads from multi-channel marketing campaigns to the Vonage sales pipeline.
However, Tom and his team had limited visibility into revenue performance from each channel. They needed to understand how to improve the performance of their overall ABM strategy and demonstrate ROI. Additionally, the team lacked supporting insights to help identify and prioritize new target accounts while also utilizing CRM and first-party data.
Tom and his team needed data-driven multi-channel ABM but required a partner that could offer services and support. They also needed help with comprehensive measurement and reporting of their campaigns to demonstrate true ROI to leadership.
The Play
After meeting with and testing other ABM platform providers, Tom found a match in Madison Logic. Serving as more than just a solution provider, Tom and his team lean on Madison Logic’s insights and strategy recommendations for their ABM campaign success.
The first step was to set up and execute a full-funnel, multi-channel ABM strategy through the ML Platform that includes ABM Content Syndication, ABM Display Advertising, and Social Advertising with LinkedIn.
Through Madison Logic’s integration with LinkedIn Ads, Tom and his team can target accounts showing signals they want to buy in LinkedIn’s trusted environment. By leveraging LinkedIn as part of their larger digital ecosystem, Tom found success knowing their content and messaging is getting in front of accounts at the right time.
Vonage is also an active user of Journey Acceleration through the ML Platform integration with Salesforce, Tom ties back revenue to marketing campaigns through attribution modeling with this integration. As he explains, “All marketing teams have to prove attribution. A lot of programmatic and social media buys are somewhat influential tactics. So, it’s kind of harder to show a true ROI in a dollar form to leadership.”
The Win
Tom’s partnership with Madison Logic and the ML Platform brings unparalleled visibility for all their multi-channel ABM campaigns, from top-of-funnel awareness to bottom-of-funnel opportunity acceleration.
The team’s integration with Salesforce allows them to access stronger reporting metrics that go a long way with senior leadership. Before working with Madison Logic, Tom struggled with being able to demonstrate true ROI. With Madison Logic, he can now leverage additional KPIs that they previously couldn’t. Over the last three years, their engagement rates increased, and their cost per opportunity value decreased by at least 50% every year against their target accounts.
Madison Logic’s data helped Vonage segment its audiences, combine multiple datasets to prioritize the right accounts and pull metrics on engagement to guide nurturing and pipeline acceleration.
Through a multi-channel approach and integration with Salesforce, the Vonage Demand Gen team achieves a full-funnel, always-on ABM strategy by dynamically serving content to the right people at the right time on the right channel.
“I would definitely recommend Madison Logic. If anyone has an omnichannel digital investment strategy, I encourage you to look into their platform, it checks a lot of boxes.”
