The Challenge
Rachel Simon, the Senior Manager of Demand Generation at AgentSync, is responsible for overseeing the company’s digital media, nurture programs, and account-based efforts. AgentSync offers technology solutions for the insurance industry, specializing in services such as licensing, appointing commissions, onboarding, and offboarding for agents, brokers, and producers.
AgentSync aims to differentiate itself by providing its customers with the best experience and leading the conversation through thought leadership content. Recognizing that their target audience may not always find their content organically, the team needed a strategy to ensure their content and messaging reached the right audience on the right channels at the right time.
Additionally, Rachel and her team required assistance in identifying accounts with the highest propensity to engage with AgentSync since these accounts are not easily sourced through traditional media channels. Rachel introduced the idea of account-based marketing (ABM) to the company to help the team reach their niche and nuanced audiences without wasting resources and dollars.
The Solution
Through ABM Content Syndication, ABM Display Advertising, and ABM Social Advertising with LinkedIn, Madison Logic provides AgentSync with a multi-channel approach to connect with its target audience using the most relevant content, regardless of the channel. This approach allows the team to influence their target audience before they enter the sales pipeline, resulting in stronger opportunities and relationships.
“The greatest benefit of working with Madison Logic has been their understanding of the fundamental principles of an account-based strategy.”
The Results
Since partnering with Madison Logic, Rachel and the AgentSync team have leveraged powerful intent datasets through ML Insights and the ML Platform to identify their target accounts and deliver the content they need. The ML Platform is a reliable source of account-level activity information used to optimize their ABM strategy.
Madison Logic’s insights and capabilities have influenced over 40 opportunities for the AgentSync team, contributing to approximately $9.6 million in their pipeline. Furthermore, Rachel and her team have achieved a remarkable 116% return on investment (ROI) for their ABM efforts.
“I would absolutely recommend Madison Logic to any organization that struggles to find their ideal customer profile (ICP). They’re super strategic. They understand what we’re trying to do. They also understand where we are as an organization.”