• by Tobi Elkin , February 22, 2017

Business-to-Business (B2B) marketers looking to up their insights game through account-based marketing (ABM), have a new tool to try. Madison Logic, an ABM platform provider, updated its platform to offer customers more precise validation of their engagement with accounts they want to influence, and insights that can help marketing and sales teams take action on each account.

The platform offers customers an analytics suite to validate marketing reach and impact on target accounts, design the most effective data-driven content strategy, and optimize sales messaging for each account. The beefed-up analytics include:

--Media Attribution, designedto validate that customers are reaching and driving engagement across target accounts, and how their display advertising and lead generation campaigns are performing.

--Market Insights that identify key topics trending, and content that’s most engaging.

--Account-Level Insights including the correlation between ad exposure and site visits, assets downloaded, content type, and leads generated

“Madison Logic’s Activate ABM provides even more advanced metrics, drilling down into our prospective accounts’ behavior across the funnel. It helps us tune our account-level engagement tactics to drive the greatest impact on our pipeline,” stated Alex Bender, SVP marketing at Mimecast, a Madison Logic customer.

“The ability to see how [clients'] tactics influence their target accounts at both the campaign and account levels, is the best real-time validation of their performance,” stated Vin Turk, Madison Logic COO.