Tom O’Regan is CEO of Madison Logic, an 8-year-old, B2B firm that’s focused on digital brand and demand-generation solutions. The big differentiator here is that Madison Logic uses
intent data (demographic and purchase intent data) to help businesses make better decisions. Madison considers TechTarget, IDG and LinkedIn its closest competitors.
Through its
publisher platform, Madison also aggregates digital and mobile display inventory from more than 4 billion buyer intent interactions. It claims reach encompassing more than 2 million
companies and 400 million unique users across key B2B industries and functions.
RTBlog asked O’Regan for an example. Take Google, which has products it sells to B2B
companies. Madison is able to show which companies are in the market for Google’s cloud-based storage solutions, say, and show what type of content is germane to potential customers. You would
call that lead generation.
It goes a bit further: Say you’re a B2B company that wants to know which companies are showing an interest in cloud-based solutions, and you need to
create content that specifically appeals to this audience. “We’re helping fill a pipeline for those firms,” O’Regan said.
Madison runs native, display and mobile
campaigns across a network of 1,600 sites that leverage proprietary technology enabling clients to see everything that business decision-makers are looking for. “We are looking to identify the
intent of business decision-makers: What type of content is resonating with them? Whitepapers, webinars, infographics? We can target these people on contextual websites in the B2B ecosystem,”
O’Regan said. “We run native campaigns on our platform and elsewhere. We use a DSP in-house and our data to target a platform.”
O’Regan notes quite rightly
that one of the biggest problems with native ad campaigns is determining the ROI. He maintains that Madison Logic is able to run the analytics on ROI and to determine what opportunities and sales
resulted. This is certainly in sync with what marketers are looking for: results-based marketing.
Asked about Madison’s relationships with B2B companies, O’Regan says his
firm works directly with CMOs and leverages powerful proprietary intent data. Madison can take a targeted account list and zero in on all of the people at the target companies who show the most
interest and buyer intent in specific products.
Where companies often fall short is in researching rival companies that are providing similar products and services. In that case, Madison
compiles a predictive list and a target list of all the other companies that are researching things like cloud solutions. That way a company can analyze the volume of leads against the target and
predictive lists.
Madison taps its content marketing solutions service, comprised of writers and editors who create bespoke content syndicated across B2B sites and within Madison’s
platform. Madison incorporates the content into native ads in mobile and display, taking an excerpt and running it as a sponsored link on one of its 1,600 sites or as “gated” content
(a teaser). Madison also offers a “form fill” on the 1,600 websites where it can dynamically place content -- such as a whitepaper download or a teaser, like “here’s the
best way to leverage IBM’s cloud-based solutions for your business. Learn more.”
When prospects look at a piece of gated content -- for example, from IBM -- Madison plugs their
information directly into systems like Eloqua, Marketo and Salesforce. IBM can then see how many leads a platform like Madison can generate for them, and how many turn into opportunities and sales.
The upshot: These kinds of tools offer marketers ROI on their marketing investment, which is the name of the game.
“We’re targeting hand-raisers in real-time: decision-makers in
companies who are showing interest in products right now. We create content based on advertiser interest,” O’Regan said. Who can argue with that logic?