Madison Logic’s new Insights solution delivers signals that help identify actively engaged accounts.
The latest release of Madison Logic’s ABM-focused ML Platform includes ML Insights, a solution aimed at fueling the account triage process with relevant data signals. Specifically, it will draw on:
- B2B Research: signaling in-market accounts consuming content on products and solutions across thousands of websites;
- Install Base: showing investment by accounts in competitive and complementary software; and
- Historical Performance: indicating buying centers actively engaging with relevant content.
Clients using ML Insights in beta have reported a 32% increase in account engagement and a 19% increase in pipeline volume. One example Madison Logic itself pulled from the data: “We’ve seen a 20% increase in manufacturing companies engaging with ERP vendors in the last 3 months as they conduct pre-purchase research. CTOs are driving nearly half of the increased research.”
Why we care. The days of marketers and sales reps sitting around a table and debating which accounts should be priority may not be over, but there’s clearly value in having data drive that debate. As the example above shows, ML Insights seeks not only to identify actively engaged accounts but also the personas in those accounts driving the engagement. This is useful as ABM metrics shift towards engagement and not just numbers of leads.
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MarTechAbout The Author
Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.
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