To do account-based marketing (ABM) right, B2B marketers need a full toolbox, and those tools need to work together seamlessly – in this case, your marketing automation platform (MAP), your customer relationship management (CRM) software, a way to engage your accounts, and, most importantly, the data that drives it all. True ABM requires these disparate systems to be closely integrated, so they can talk with each other and work together to help accelerate deal velocity and convert your best accounts faster.
That’s why we’re so excited to introduce the new ML Platform. Madison Logic clients can now harness the power of first- and third-party data sources to identify and prioritize accounts and drive them down the funnel with a suite of account-based engagement and measurement tools.
The ML Platform empowers marketers with ready-made integrations and key data sources through the ML Data Cloud, so you can unify your data, your tools, and your most important target accounts. Start optimizing your online campaign strategies across your tech stack with the ML Platform to accelerate the customer journey and increase pipeline revenue.
Three Key Benefits
1. Identify & Prioritize
Accurately identify and prioritize accounts that are more likely to convert.
- Identify the best target accounts by integrating your CRM and marketing automation platforms with the ML Data Cloud’s synthesized data.
- Segment accounts based on firmographic and demographic data enabling scalable marketing strategies and programs.
- Prioritize accounts based on intent, technographic, and engagement data to allocate your marketing spend.
- Use reports such as Market Level Trending Topics & Installed Technologies to prioritize accounts based on intent, technographic, and engagement data to allocate your marketing spend.
2. Engage & Measure
Leverage precise tools to engage with the right individuals within a targeted account buying center.
- Engage the targeted ABM buying committees across relevant channels with proprietary ABM Lead Generation and ABM Advertising.
- Accurately measure account-based engagement throughout the entire revenue cycle with granular, account-level insights and metrics.
- Arm sales organizations with key account data to inform when sales should engage account-based prospects with the most effective messaging.
- Reports such as Delivery Details by Industry, Region, and Job Title help you leverage precise tools to engage with the right individuals within a targeted account buying center.
3. Optimize & Accelerate
Scale account-based marketing initiatives that allow data-driven personalization to shorten sales cycles and increase win-rates.
- Personalize and scale marketing messaging across channels at every stage of the funnel based on intent signals, account insights, and buyer characteristics.
- Optimize ABM content and messaging based on account engagement data to speed accounts through the funnel.
- Accelerate account velocity by leveraging website activity and email nurture via synchronization with your CRM and marketing automation platforms to convert your best accounts faster.
- Reports such as Delivery Details by Industry, Region, and Job Title help you leverage precise tools to engage with the right individuals within a targeted account buying center.
Platform Features
Program Overview
With the most actionable data front-and-center, you can better understand which accounts are the most engaged with your content right now.
- Support sales efforts by providing key data about account engagement, so that representatives can reach out to prospects at the right time
- Create content that resonates with your target audience by understanding which accounts are the most engaged with your content right now.
- Target account-based content interactions and funnel stage changes with a multi-channel messaging strategy that engages the right contact with the right content in the right context to speed them down the funnel.
Account-Level Insights
Understand your target accounts on a deeper level - Measure engagement across ABM lead generation and ABM Advertising from each account by seeing impressions and site visits.
- Optimize campaigns by identifying who engages with your content & what content best drives that engagement.
- Personalize messaging based on the topic researched and the technographic install-based insights of your best accounts.
Want to learn more about the new ML Platform? Request a demo to see it all in action today.
