Madison Logic Expands Activate ABM with Measurement and Attribution Analytics

Madison Logic, a provider of account-based marketing, has added attribution and engagement analytics to its Activate ABM solution.

Activate ABM, which Madison Logic launched in May 2015, combines targeted advertising and content syndication to influence prospective accounts. By identifying the most active accounts, the platform empowers marketers to focus on the accounts that are researching their products, allowing them to target prospects with the messaging that is both relevant and timely, while attributing success to these account-based tactics in real time.

"Because my first concern is generating demand and ultimately leads for PGi, the ability to understand what accounts are actively researching within our category is a powerful proposition," said Cheryl Hanley, senior director of demand generation at PGi, in a statement. "With Activate ABM, I can prioritize my accounts and target those that are most active with display advertising and content syndication, all of which keeps our brand in front of those accounts and drives more qualified leads for my sales team."

Madison Logic's platform now provides attribution and engagement metrics for account based marketing programs. Marketers can now see how their accounts are engaging with their content and optimize their programs in real time. The platform measures the amount of time accounts spend with specific content and attributes that exposure to engagement on a Web site.

"With these insights, B2B marketers can now better optimize targeted advertising and content syndication tactics to influence their prospects and ultimately drive revenue," said Madison Logic CEO Tom O'Regan in a statement. "Activate ABM provides visibility into how two previously siloed tactics work together to drive product awareness and pipeline."

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