• by Ray Schultz , March 6, 2020

Madison Logic, an ABM platform, has formed an integration with LinkedIn that would allow clients to track accounts across channels. 

The goal is to help brands garner the insights to “better target, engage, and personalize their ABM campaigns across multiple channels — including LinkedIn — from one unified platform,” states Tom O’Regan, CEO of Madison Logic. 

The arrangement combines LinkedIn’s Marketing Analytics API with Madison Logic’s ML Platform. Madison Logic adds this to its integrations with Salesforce, Marketo, and Oracle Eloqua. 

O'Regan states that “ABM marketers need to measure the impact of their account-based, paid media strategies -- and make the insights available across the marketing and sales organizations -- to achieve their desired goals.” 

“Nearly 90% of ABM leaders who are currently piloting ABM planned to increase ABM spending,” says Malachi Threadgill, Principal Analyst, account-based marketing practice at Forrester.

Threadgill adds that “the ability to measure and prove the success of their investments in ABM across content syndication, display and LinkedIn through the ML Platform is a huge advantage for joint customers.”

M-Files gives high marks to Madison Logic.

“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,” states Kevin Salas, senior director of demand generation at M-Files.