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Using Digital Channels with Precision: Mastering Multi-Channel ABM

Madison Logic

Multiple decision-makers on a purchasing team do their own online solution research when buying a complex B2B solution. Gartner research suggests sales reps only have 5% of a buyer’s time during their B2B buying journey, so it’s up to marketers to arm buying groups with all the information needed to make an informed decision.

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Akamai Influences Buying Committee Decisions with Data-Driven, Full-Funnel ABM

Madison Logic

Faced with longer buying cycles and larger buying committees, Max understood the need to implement multi-channel account-based marketing (ABM) to surround buying committee members and influence their purchase decision with a full-funnel approach that delivers exactly the right information they need at the right time and in the right place.

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Using Digital Channels with Precision: How Connected TV Fits Into Your Multi-Channel ABM Strategy

Madison Logic

As more buyers work from home and utilize digital channels for a self-driven buying experience, Connected TV (CTV)—which includes Smart TV’s and other devices that allow brands to reach their audiences through internet targeting—has emerged as a compelling choice for B2B marketers seeking to enhance their multi-channel ABM strategy.

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Navigating the Fall of the Individual Buyer and the Rise of the Buying Committee

Madison Logic

B2B buying is a team effort that marketers cannot afford to overlook. According to Gartner, a typical buying committee for a complex B2B solution consists of six to ten decision-makers , each armed with their own set of four or five independently gathered pieces of information.

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Why Connected TV Advertising Is Key in Your Brand and Demand Strategy

Madison Logic

Yet more and more marketing leaders faced with larger buying committees and longer buying cycles are realizing the need for a balance and a stronger link between their brand and demand activities. Forrester research finds that 67% of B2B marketers say buyers are taking longer to commit to purchases than last year.

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4 B2B Marketing Resolutions for the New Year

Madison Logic

Get the most out of genAI by using it to help you generate content ideas and provide a basic outline for your content—but lean on human and data insights to ensure you’re creating a true connection with buyers. You must leverage your first- and third-party intent data to identify target audiences and personalize your content.

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Making Moves in 2024: Winning Tactics to Dominate the Supply Chain Market

SalesIntel

However, building a strong ICP takes more than just company-level data. After all, businesses don’t buy, people do. The data is useless if you don’t have the contacts associated.” In fact, it’s estimated that around 95% of potential customers are not in an active buying cycle.