Trending Content Topics with B2B Marketers

Originally Published by Business2Community.com

Last fall, MarketingProfs reported that “Business-to-business (B2B) marketers’ confidence in content marketing continues to grow; content marketing usage rates are up from last year; and, not surprisingly, marketers with a documented content strategy are having the greatest success, according to just-released research.” But the key question is do you know the content topics that are trending and resonate the most? Knowing the topics that drive the greatest interest among B2B marketers at both small/medium and enterprise level businesses can greatly raise your campaign’s success.

Madison Logic recently completed key content marketing research in Q1 2014 with our Content Consumption Monitoring technology, which monitors over 60M content interactions across a span of 1,300 topics each month.

Below is the interactive infographic we created on the data. Click on this link so you can test your knowledge of marketers’ biggest priorities when it comes to viewing content. You will receive a score based on your ranking of the topics that lets you know how your business content priority knowledge stands up – find out if your knowledge is that of a beginner, an expert, or somewhere in between. Care to test your knowledge?

Link to Quiz: http://www.madisonlogic.com/intent-topics/

The infographic (Click to zoom):

trending_topics_answer_key

NAI Member Viewpoint: Madison Logic

imagesOriginally Published by NAI Blog | April 8th, 2014

An Interview with Erik Matlick, Chief Executive Officer, Madison Logic | April 8th, 2014

Q: What does Madison Logic do?

A: Madison Logic provides intent data solutions for B2B marketers and publishers. Using our Content Consumption Monitoring technology, B2B brands are able to maximize the value of the leads they cultivate – from acquisition to loyal customers – and publishers can more efficiently monetize their businesses. With solutions driven by intent data, business buyers receive messages relevant to every stage of their journey to purchase.

Q: What prompted you to recently join NAI?

A: Joining NAI reflects our core commitment to consumer privacy. We believe NAI’s mission to uphold the value of online advertising technology providers also aligned with our practices and we are thrilled to join their community. Respect for privacy and security are fundamental as to how we do business.

Q: Why is joining an organization like the NAI and complying with the NAI Code of Conduct particularly important for a B2B company?

A: The NAI is important for us as a B2B-focused company for several reasons. As we continue to grow, we needed a trusted partner whom we could turn to that provides an industry-accepted standard for privacy compliance and sage guidance. It’s especially important for us to stand in-line with our clients across standards. Our B2B clients represent many Fortune 500 companies, who all have the highest commitment to privacy, and the NAI affords a reference point for our clients. Finally, our commitment to privacy compliance requires us to keep up to date on changes and the NAI, through their webinars and educational support, acts as an excellent vehicle

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for distributing knowledge.

Q: In your opinion, why is privacy primarily perceived as a B2C discussion when it is obviously important to B2B buyers as well?

A: Privacy is incredibly important. Whether it’s a consumer in the B2C space or a user in the B2B space, it’s the cornerstone of a respectful communication discipline. In B2B, you’re not looking at a user’s personal information, but you still want to ensure that you’re respecting their privacy. The difference in perceptions is primarily the reference point – the e-mail address. Your personal e-mail address can point to you as an individual and can be your address for a lifetime. Your work e-mail lives only as long as you work for a firm and generally is controlled from an access point by your company. You use it for work issues and it generally does not point to any personal information. Additionally, since e-mails are a primary form of communication in the business world, you have business protocol and even international considerations to which you have to adhere.

Q: What key values have you already seen from your membership and expect to see over the coming year?

A: The knowledge sharing through the NAI was immediately beneficial. The NAI has supported Madison Logic in evaluating various business models and products to determine which would be best from a privacy standpoint. Their compliance verification provides us with the acknowledgement of the standards we adhere to, bolstering client confidence when looking to use our services. Lastly, we look to the NAI for expert knowledge – their training programs assist us in keeping up to date and informed on industry privacy trends.

The views and opinions expressed in this blog are those of the authors and do not necessarily reflect those of the Network Advertising Initiative and/or any other contributor to this site.

CEO at MadisonLogic – Shares Insights | PerformanceIN

Originally published by PerformanceIN, written by Pippa Chambers, April 4th 2014

 

Our ‘Profile: A Day in the Life of’ feature takes a look at some of the global professionals working across performance marketing. It aims to shed light on the varying roles and companies across the flourishing industry.

CEO at MadisonLogic - Shares Insights

Name:

Erik Matlick

Job title and company:

CEO, MadisonLogic

In one sentence, how would you describe what the company does?

MadisonLogic is the premier provider of intent data solutions for B2B marketers and publishers.

What are the company’s unique selling points?

MadisonLogic monitors over 40 million user interactions each month – making it the largest aggregator of B2B intent data.The company’s Content Consumption Monitoring technology provides intelligent lead cultivation and monetization that ensures B2B brands are able to maximize the value of the leads they cultivate from acquisition to loyal customers.

Within the last six months/year, what stands out as the company’s major milestones?

We are currently expanding our footprint in the United Kingdom, with the recent hiring of three new full-time employees at MadisonLogic’s UK offices.

2013 was a huge year for the company, having established the Contributory Data Partnership (CDP), a programme that had laid the foundation for MadisonLogic to become the largest aggregated database of B2B intent data, which has experienced a 300% growth in the last quarter. Additionally, MadisonLogic has successfully launched the Email Segment Builder for marketers with a successful beta programme comprised of 15 partners. MadisonLogic has also been recognised by Inc. Magazine as one of America’s fastest growing private companies and acknowledged by Forbes as one of America’s most promising companies, which we consider to be a distinction of our growth and development as leaders within the industry.

Duration in current role:

Five years

Where are you based?

New York

Previous performance marketing-related Co’s you have worked at:

Prior to founding MadisonLogic, I was the president and founder of IndustryBrains, which was sold to Marchex in July of 2005. I have created strategic partnerships with media companies including McGraw-Hill, Time Inc., Ziff-Davis Media, IDG Media, Forbes and CNet.

Prior to IndustryBrains I founded MediaBrains, a reader service and buyers guide provider to premium publishers and I served as an ad sales manager for Ziff-Davis Publishing, where I was responsible for ad sales at PC Computing and Windows Source Magazines.

What are your main job responsibilities?

I guide corporate strategy and vision at MadisonLogic bringing over 15 years in founding, board and executive management experience. Constantly learning as the market shifts, always reinventing and

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positioning our company, vision and products for the future and making sure we have the right resources in place to make it happen.

Take us through what you get up to on a typical working Monday:

A flight to NY where most of our company is based, reading emails that I didn’t catch over the weekend and preparing for our weekly management meeting. Other than the travel logistics, Mondays are no different than any other day. Our industry doesn’t sleep – we are constantly outdoing each other and inventing new ways to refine marketing.

What top three websites can you be found browsing during your lunch hour?

Yahoo! Finance, ESPN and LinkedIn. I find broader market commentary when I remove myself from the industry for a few minutes.

What are your top three tips for someone looking to get their hands on a job like yours?

Ability to constantly reinvent, ambition to work long days and even weekends in the beginning, passion and enjoy the industry. If you don’t enjoy it, you won’t last.

Career-wise, where do you see yourself in three years time?

I love what I do, I’ve already done three startups and I invest in early stage ventures. I see myself continuing to do this for as long as I can.

Tell us one thing people at work don’t know about you?

When everyone leaves the office I sometimes pick up the guitar in the kitchen and play or hack it as best as I can.

Why Businesses Need to Embrace Content Consumption Monitoring | MarketingProfs.com

Reblogged from MarketingProfs.com | April 1st 2014 

In recent years, B2B marketers have redefined the customer lifecycle as an ongoing journey, replacing the funnel with a model that better illustrates the importance of drip marketing. The concept of drip marketing as a lead nurturing technique is not new, but what it looks like in the modern B2B space has evolved.

Marketers—B2B marketers in particular—spend countless hours and dollars nurturing leads through the sales cycle, only to have the bulk of them die on the vine. Extensive databases and marketing automation platforms cost millions, yet our conversations with marketers show that between 75-90% of the contacts in marketing automation platforms consistently are dormant, usually resulting in one-off interactions that never go anywhere.

What if those millions could be saved without risking leads by shifting your focus from simple drip marketing to content consumption monitoring?

Defining Content Consumption Monitoring

Content consumption monitoring is the practice of keeping an eye on what your opted-in database clients are consuming online, such as articles they’re reading, white papers they’re downloading, and webinars and even conferences they’re attending.

The nature of B2B means that consumer journeys can be lengthy. However, the content consumed during that time can provide B2B marketers with the additional insight needed to be more efficient and effective with their targeting efforts.

Identifying when consumers are interested and contacting them at that specific point in their journey not only can save B2B marketers’ time and money, doing so also can be a more effective way to drive conversions and be responsive to the clients’ needs. It makes for a better user experience, which can strengthen your brand in the consumers’ eyes.

That tactic is particularly effective in the B2B space. B2B customers are always “in the market” for a product because of their positions, so targeting based on interest alone is inefficient. However, layering intent data on top of existing lead profiles can tell B2B marketers the appropriate and most effective time to engage with clients. That approach employs the skill of active listening, which is so important in all communications.

An Example of How Content Consumption Monitoring Can Help Marketers

Imagine you’re a marketer for a major B2B financial software company. You’re working with a marketing automation system that is mostly dormant or filled with “active leads” based on a single interaction with your brand that tells you little to nothing about those customers. Your conversion rates are dismal. Moreover, you’re bleeding money to keep that platform running—even though it is not mapping back to actual revenue.

Then you decide to begin to use content consumption monitoring to discover what your customers and prospects are researching in the B2B space. By using that content consumption, you can glean the specific issues customers are researching, what their pain points are, the important issues for them when making a purchase, and what critical information to provide at the right time.

By sticking close to your customer every step along the way and analyzing the patterns of content they have consumed, you can infer that they are having problems managing payroll, that they are unhappy with the user interface of their current system, and that they are looking for a more intuitive and elegant solution. You also know that cost is important to them. Finally, you see that they have completed their research and communicated with their stakeholders and are ready to implement a new system now.

So you reach out to them at that moment with appropriate information, tailored to their needs, to move your product into the consideration set.

Using just your marketing automation database, you would have had one (probably outdated) point of contact to go on to reach out to this person. By monitoring his content consumption patterns, however, you know just when and how to reach out to him, and you are much more likely to complete the sale. You will also know how to reach out to him for cross-sell and upsell opportunities, such as when his company grows so much he needs to upgrade to the enterprise version.

Though content consumption monitoring may sound like a slow, manual process, it can be integrated right into your marketing automation platform to make the data there work for you, guiding the timely selection and delivery of the right message to the right customer. Rethink the concept of lead nurturing, and redirect resources and efforts toward monitoring the consumption behaviors that paint a clearer picture of your customer for improved targeting and performance.

 

The Thrill of Intent and the Agony of Delete | B2B Syndicate

B2B Syndicate

Originally published by B2B Syndicate 3/26/14

Knowing when and how to reach out to prospects is a basic necessity of any kind of marketing, but in the B2B world, it is even more crucial to reach out to your customers and prospects when they are ready to hear from you. Otherwise, they’re busy! Your communications will get ignored and deleted, and in the worst case, they’ll get annoyed with you for bothering them during work and develop a negative opinion of your brand.

The good news is, your customers will tell you when they’re ready to engage with you; you just have to listen carefully to the signals of intent they are sending out through their online behavior. Keeping an ear to the ground for those signals and responding to them in real time with relevant communications will ensure that you’re reaching prospects when they are most receptive to your message, which means better leads, more sales and higher revenue.

Click through to B2B Syndicate for the full infographic

3-27-2014 10-43-55 AM

In Lead Gen, Sometimes Broader is Better

Marketing LandOriginally published by Marketing Land 3/19/14

Today’s marketers are laser-focused on targeting. It makes sense — the idea of picking out who is most likely to buy your product is the ideal situation. In the all-you-can-eat data buffet, reaching our audience and only our audience is relatively easy, and it has become the definition of efficiency.lead generation

Unfortunately, in lead generation, targeting that narrowly isn’t always the best solution.

Let’s say, for example, that your target (like everyone else’s) is the CMO. You set up filters to ensure you’re reaching that most senior marketing executive and no one else. Decision makers only. Budget holders only. Advanced degrees and a decade or more of experience only. A few more levers pulled and a few more twists of the dial, and your CMO is in the crosshairs.

Only, what if they delete your email or ignore your ad? Then what? Sure, there’s retargeting, but how many times do you retarget someone who has consistently declined to engage? After a while, you’re negating the efficiency of targeting by wasting those impressions.

When it comes to B2B lead generation, targeting on an individual scale turns into a case of not seeing the forest for the trees. Though there may be one person writing the checks, organizational purchase decisions are collaborative and the consideration process can be lengthy as more people are invited to provide input on the decision.

By zooming in solely on the CMO, you’re missing out on the marketing director, who may frequently make recommendations to the CMO. You’re also missing the consultant who may be trusted by the CMO, or the sales team that could be begging the CMO for the budget to buy your products right now.

At the beginning of the customer journey, there actually is such a thing as too much targeting. At this stage, you need a comprehensive view of your prospect’s entire B2B universe. Your lead generation efforts will be much more effective if you widen your net to ensure you capture not just executive decision makers, but their influencer pool as well.

However, it is a fine line between widening your net and wasting thousands of impressions on unqualified leads. It is still important to focus your efforts on those prospects most likely to result in a purchase. Basic demographic data is easy to gather. You can identify targets based on their organizational roles and titles, but that data will still be somewhat inaccurate without the additional consideration of whether or not those targets will ever have interest in your offering.

Broadening reach while maintaining precision requires careful analysis of behavioral data to determine interest in a product or service, including leveraging sophisticated algorithms to identify the behavioral patterns signaling actual purchase intent.

But the fact is, time is of the essence here because intent data has a shorter shelf life these days. It is crucial to identify and reach out to this sphere of influencers within a few days of their first interaction with your brand.

Once you have identified that intent across the organization as well as across external influencers, you must then utilize data to pinpoint targets as they move through the buying cycle and accompany them on their journey. Continuing to serve relevant content that will keep those leads warm and primed for the sales team is what actually results in conversions.

“Better targeting” has been the marketing industry mantra for the last several years, but “better” doesn’t always mean narrower, especially for B2B lead generation campaigns. “Better” ultimately means what is right for your particular organization at that particular time. When you’re generating leads, very often it’s better to start with a large prospect pool and then utilize the wealth of available data to narrow down the most qualified targets.

Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.

Break on through to the Other Side: Logic for b2b Sales Success

3-25-2014 3-14-38 PMOriginally published on 2/17/14 by minonline.com 

In a business environment where content marketing rules and the opportunities to purchase a white paper, attend a webinar or subscribe to a new service come fast and furious at prospective buyers, b2b publishers need a leg up like never before. New research from New York-based Madison Logic points to several key trends in a “new world order” where a strong brand opens doors, and spot-on targeting allows you walk in.

“b2b publishers have actually turned into very large marketers today. They are marketing their own white papers, newsletters, trade shows and events,” says Madison Logic CEO Erik Matlick. “We are entering into an area where everyone has the tool set and plumbing to send mass emails, but the biggest publishers are sending way too many email and many are being blindly sent out.

“Once an important segment of the targeted audience unsubscribes, you lose the ability to communicate with them.”

Among the key findings in the Madison Logic study that are showcased in the accompanying infographic are these three:

1. b2b buyers download an average of 3.1 assets in the first five days.

2. b2b buyers wait until they are 60% of the way through the funnel before they call a salesperson.

3. b2b buyers open 11%-15% of promotional email.

Although the first point seems to fly in the face of lengthy sales cycles associated with b2b, it’s actually very much in line with the process. “Even though the b2b sales cycle is long, there tends to be an aggressive discovery phase, jumping on it quickly,” says Matlick.

The reason? Matlick finds that in a b2b environment there are lots of cooks in the kitchen. The initial point of contact is not necessarily the decision–maker, and decisions are often made by committee. “It could get circulated around to 20 people making the decision at a company.”

Given the time spent assessing a potential purchase, publishers would be wise to engage in due diligence on the back end, to ensure they are hitting up at least one of the correct decision-makers at the right time.

Matlick notes that in this era of publishing conglomerates, it is best for titles to not all drink from the same lead-gen well all the time. Some b2b publishers “are leveraging that database as many ways as possible for all of their business units,” he says. “It’s challenging because when everyone hits that database, it just doesn’t work as well. Buyers get inundated with messaging, and automated emailing has just exacerbated the problem.”

Additionally, information on a given topic is more readily available in the b2b realm. Back in the day, when the data were less accessible, executives in a given sector relied heavily on b2b magazines to point them to vendors and information. “Today, they have spec sheets and white papers at their fingertips online. They are taking their time evaluating whom they think they should be focusing on, and they’re getting 60% through the process before they come up for air and talk to vendors.”

Although prospects open fewer than 15% of sales email, the ones that are linked to a trusted b2b publisher carry more clout. “Time and again when publishers send out a message with their brand on it, the open and click-through rates are significantly better than when a message does not have the brand connected.”

min contributor Cathy Applefeld Olson is based in Northern Virginia. She also is an editor at our sister publications Cynopsis and CableFAX Daily.

Madison Logic Offers Marketers Better Targeting in Europe by Signing Intent Data Partnership Deal in France

Bolsters EMEA Team With Three New Hires to Support Growth

NEW YORK, NY–(Marketwired – Feb 13, 2014) - Madison Logic, the premier provider of intent data solutions for B2B marketers and publishers, today announced that it has entered a partnership with BNZSA, a direct marketing agency, which will help deliver Madison Logic’s Content Consumption Monitoring Program (CCM) and Email Segment Builder B2B solutions in France. Madison Logic’s expansion into France follows a recent partnership to expand B2B solution delivery into Germany with ITCorporate.de, a local site published by Huson Media International.

Madison Logic’s CCM aggregates rich intent data that provides segments that will produce less opt-outs, higher performance and a better user experience. When the CCM is used in conjunction with the company’s Email Segment Builder, marketers can identify specific segments of their target audience who have displayed interest and deliver the assets that match their interests.

“Creating a network of local partners to serve the specific needs of each region in Europe is part of Madison Logic’s ongoing strategy,” said Paul Briggs, General Manager, EMEA, Madison Logic. “Having local partnerships in both Germany and France not only ensures our customers continue to receive high-quality service across EMEA, but it also increases the amount of interaction or intent data that Madison Logic is assessing to provide marketers real-time insight into who is in-market for their products, so they know who to call first.”

To support this growth, Madison Logic has hired three new team members in its London office. Glen Blake will be assuming the role of sales director after three successful years launching and managing UK video seeding company Preview Networks. Prior to joining Madison Logic, Blake held the position of UK business development director for Outbrain UK. Blake will be looking to grow Madison Logic’s display business, as well as lead generation offerings.

Richard Hall also joins the team as sales manager after an eight year stint at eMedia UK, a lead generation provider. Hall brings a wealth of agency and business development experience into the role. Additionally, Andrew Eustace has recently moved from Groupon UK into the position of account manager for Madison Logic. His vast knowledge and experience in client relations, CRM systems, management and online marketing will help support the company’s growth in additional European markets.

The new hires join former Computer Weekly publisher, Paul Briggs, who heads up the EMEA office as general manager. Briggs has been working with Madison Logic since 2010 to underpin the growth of its European presence, by signing local UK and EMEA publishing partners and opening its London office last year.

“We are delighted to expand our UK team, and are excited about the impressive background our new hires bring on board,” said Erik Matlick, CEO of Madison Logic. “Their prior experience puts them in a wonderful position to drive Madison Logic toward new markets, new products and new revenue records in 2014.”

About Madison Logic:
Headquartered in the U.S., Madison Logic is the premier provider of intent data solutions for 1,000+ of the world’s leading B2B marketers and publishers. The company’s Content Consumption Monitoring technology provides intelligent lead cultivation and monetization that ensures B2B brands are able to maximize the value of the leads they cultivate from acquisition to loyal customers. Madison Logic’s technology also empowers premium publishers to more efficiently monetize their businesses. With solutions driven by intent data, business buyers receive messages relevant to every stage of their journey to purchase. Today, more than 600 of the top B2B marketers depend on Madison Logic to maximize the reach, efficiency, effectiveness, engagement and insights delivered by their campaigns. The company maintains long-term partnerships with a highly refined base of 450 premium B2B publishers, who rely on Madison Logic to help them drive audience growth and greater revenue. Madison Logic is a global company based in New York City. It is privately funded and profitable. www.madisonlogic.com@madisonlogic.