Challenge
Kevin Salas is the Senior Director of Demand Generation at M-Files. In this role, he’s responsible for all account-based marketing (ABM) and Demand Generation programs – of which Madison Logic (ML) is their sole ABM vendor. They have been using the ML Platform heavily for content syndication and display and Madison Logic has consistently been generating great results.
“Our LinkedIn campaigns are producing strong results, but until now we haven’t had a way to analyze the engagement data from LinkedIn alongside the results of our other paid media efforts,” Salas says.
ML Platform has consistently been generating value for M-Files, so when Madison Logic announced a new analytics integration with LinkedIn, they quickly signed up to participate in the private beta.
Solution
Salas and his marketing team took advantage of Madison Logic’s integration with the LinkedIn Marketing Analytics API to truly understand their ABM campaign performance across content syndication, display advertising and LinkedIn. This has enabled them to see exactly which assets were resonating with their accounts across each of their marketing channels, and to filter engagement data by channel in order to optimize campaigns and tailor future ABM. The marketing team can also now share this key account data with sales, empowering them to make smarter decisions and help the business close deals faster.
“Being able to segment our target account lists to understand engagement across all of our channels is incredibly valuable,” Salas says. “We can see exactly how our content is performing across content syndication, display ads and LinkedIn in one platform. This makes my job significantly easier – not only when it comes to improving performance but in conveniently reporting and sharing this data with sales as well.”
Results
The ability to see the performance of their campaigns across all channels empowered the marketing team to make smart choices about where they were spending money. This results in increased ROI, engagement and customer retention – all crucial measurements for a successful marketing strategy. M-Files knew that their LinkedIn paid media was generating results, but now they can connect that engagement with their content syndication and display advertising campaigns to gain a holistic view of performance across every channel in one place.
“The aggregate account-level reporting in the ML Platform allowed us to see how top prospects were engaging with marketing messaging across our three biggest channels,” Salas says. “Sharing this data with sales has enabled more impactful conversations with prospective clients.”
Download the complete M-Files case study to get the full story.
About M-Files
M-Files is a unique intelligent information management solution that improves how businesses secure, process and manage data and content, from documents, images and emails, to customer information and other information objects. M-Files organizes and manages information based on ‘what’ it is, rather than ‘where’ it is stored on the company network. Regardless of whether that information resides in the M-Files platform, or across other systems and repositories, information can be accessed and managed through a single view, without requiring costly and time-consuming data migration.
Leveraging artificial intelligence, M-Files identifies business critical data from the clutter and allows users to focus on the information that matters the most while automating office work. As a result, organizations can manage information more efficiently and more securely. This allows employees to be more flexible and productive in their work while still adhering to guidelines and regulations, helping the business gain a competitive advantage and ensuring regulatory compliance. Use M-Files on premises, in the cloud, or as a hybrid solution. Easy implementation and automatic updates allow organizations to improve efficiency and enjoy benefits from day one. Visit M-Files at www.m-files.com.