The Challenge
DEPT, a global marketing and technology agency, works with some of the world’s largest brands. To drive business growth, the company needed a strategy to efficiently engage high-value prospects while accelerating pipeline generation.
Courtney Pierce, Vice President of Global Growth and Demand Generation at DEPT, emphasized the critical role of account-based marketing (ABM) in their approach. “Account-based marketing is really the backbone of everything that we do from a marketing perspective,” says Pierce. However, DEPT required a scalable solution to not only increase brand awareness but also ensure high-quality leads were nurtured effectively.
The Solution
DEPT partnered with Madison Logic to implement a comprehensive ABM strategy using ABM Display Advertising and ABM Content Syndication, a combination Pierce describes as a “solid one-two punch.” The display advertising built awareness and educated prospective clients, while content syndication captured interest and encouraged engagement further down the funnel.
Madison Logic’s ML Insights platform provided deep analytics, allowing DEPT to refine its targeting based on industry, title level, and company size. The integration with Pardot and Salesforce gave DEPT real-time access to engaged leads, enabling the team to nurture them within hours instead of weeks or months.
“Madison Logic provides some pretty interesting and incredible data through their ML Insights platform, and that data can really be sliced and diced in a number of different ways. So they’re really critical insights to help us make smarter decisions about how we reach these prospective clients.”
The Results
Madison Logic quickly became one of DEPT’s top five best-performing marketing channels, significantly driving pipeline and revenue growth. The seamless integration of Madison Logic’s platform with DEPT’s marketing systems reduced lead nurturing time and shortened the sales cycle by weeks, if not months. By providing access to high-quality, engaged contacts rather than cold leads from third-party databases, Madison Logic enabled DEPT to connect with prospects who were already showing interest, creating a more efficient and effective ABM strategy.
“Madison Logic is a really important part of our account-based marketing strategy, and I can’t recommend them more highly.”
