Take Lead-To-Revenue Management Beyond The Campaign | Forrester Report

forrester_logo2Leverage Contextual Multichannel Marketing To Keep Pace With The Evolved B2B Buyer

Madison Logic’s recent case study was featured in the latest report by Forrester Research’s Principle Analyst in the B2B marketing space, Lori Wizdo. 

Here’s an excerpt of the report, highlighting TeamQuest’s results in leveraging Madison Logic’s intent data to to optimize an email marketing campaign:

Context increases engagement and drives action. 

Every piece of content that you serve up or deliver must be tailored not only to the buyer but also to the moment — based on what you know about the buyer and how that buyer has engaged with you in the past. (see endnote 7) TeamQuest Corporation, an IT service optimization vendor, adds context to its email nurturing touches with third-party buyer intent data from Madison Logic.

This intent data is harvested from the browsing behavior of business professionals on the Web and aggregates over 100 million content touchpoints — downloads, articles, searches — each month. When TeamQuest augmented its prospect database with this intent data, the impact on engagement in nurturing emails was dramatic: a 158% lift in open rates; a 248% lift in click-through rates, and more than a 400% increase in forwards.

Click here to download the full report.

If you’d like to learn more about Madison Logic’s intent data, send us a note here. 

Big Data: What Small Businesses Don’t Understand

Business News DailyOriginally Published by by Sara Angeles, BusinessNewsDaily Staff Writer   |   July 28, 2014 11:06am ET

Confused about Big Data? You’re not the only one. For most small business owners, Big Data is one big mystery. And if you don’t understand BigData, you probably also how no clue how this type of intelligence gathering works or how to start extracting valuable information from data sources you already have — which means your business is missing out on big opportunities.

To help you make sense of what Big Data is all about and how it can aid you in making better business decisions, here are five of the most baffling things about Big Data demystified.

1. What Big Data actually is

“Ask one hundred different executives and you’ll find one hundred different answers,” said Kevin Woo, president of digital analytics firm Pointmarc. “Big Data is a popular buzz word, but at the end of the day, data is simply data.” [Big Data 'Escapes the Lab': Tips for Small Businesses]

Big Data is also inherently confusing, as the term itself may be considered a misnomer. It’s not the size of the data that matters, but how it is used, Woo said. This often confuses many small business owners, particularly those who don’t think they have sizable data as compared to larger companies.

“The size of the data is less important than the integrity or ability to act upon it,” Woo said. “Companies, whether small or large, are collecting consumer data at an unprecedented rate, and the ability to integrate all of the different sources of data and shape it in a way that allows business leaders to make informed decisions is essentially at the heart of Big Data.”

Big Data benefits businesses in many ways, from supply chain logistics to financial forecasting. For the most part, however, Big Data is essentially a means to leverage whatever data sources are available to create a big-picture view of customer behaviors and preferences to personalize experiences, Woo explained.

“If you can gain a holistic view of your customer by connecting all of your different data capture points, you have the opportunity to vastly improve both the immediate user experience and the long-term perception of your brand,” he said. “In the age of the empowered consumer, the execution of Big Data strategies will prove to be one of the largest differentiators for everything from small business to Fortune 500 companies, particularly within retail and media industries.”

2. What Big Data is actually for

Just as many small business owners are confused by what Big Data is, it’s no surprise that many also don’t understand its purpose.

“Big Data is just a fancy way of saying you want to capture as much information about a person as you possibly can and figure out how to make money off of that information,” said April Wilson, president at analytics services provider Digital Analytics 101. “In retail, for example, they might want to know if you open emails, how often you purchase in-store versus online, how often you browse the website before purchasing, what you’re posting on your social media accounts, and if you open promotional emails.”

By not understanding what Big Data is actually for, businesses risk making the costly mistake of not having the right strategy and, as a result, potentially useless results.

“Often, companies stitch together data in a haphazard way, trying to stuff as much as possible in one place, and you get this kind of Business Frankenstein monster that’s out of control,” Wilson said.

To effectively mine and analyze Big Data — and get valuable results — what companies need is a strategy.

“Companies don’t have to invest millions and gather a lot of data to be successful with Big Data,” Wilson said. “They just have to start with a very concrete and focused question they’re trying to solve, think through what data they need to solve it, and go get that data. The end.”

For small businesses, this means figuring out where data can be found and what problems this data can solve.

“[Small businesses] should just focus on all the different data that they have on customers and marry that with their biggest pain point,” Wilson said.

3. How to actually approach Big Data

One of the most baffling things about Big Data is how to get started and how to get the most out of the investment.

“Data that is collected without a particular set of questions in mind is unlikely to be useful,” said Dr. Charles Noon, head of the University of Tennessee’s department of business analytics and statistics. “The mantra should be, ‘ask the right questions.’ The data strategy begins with defining the insights needed to find ways to grow profits. The implication here is that these questions, not the technology, should drive the data strategy.”

For example, consider a company with a customer loyalty program that was originally designed to be a rewards programs, not a strategic data collection initiative. The data that it provides likely answers many key questions, Noon said. These include: Which customers responded to a particular promotion? What other items did they buy when they shopped? What was their total spend? Did the promotion affect the frequency of their visits?

Asking the right questions can also help businesses use Big Data to avoid costly mistakes. One example is a grocery store whose product data indicates that certain products, like gluten-free kosher, organic, etc., are losers because of low sales. However, when such product data is integrated with customer data, it actually reveals that these “loser” products attract many of the most profitable customers, Noon said.

“Focus on the big picture,” Noon said. “This requires an integrated data strategy for collecting and analyzing data.”

4. How much Big Data actually costs

Many small businesses are often confused about how much of an investment Big Data actually requires. Not only are there a wide range of resources at various price points, but there is also the misconception that these tools and data scientists are too expensive for the small business budget.

“Even a small company can have Big Data,” said Mark Herschberg, chief technology officer at Madison Logic, an intent and lead generation data solutions provider. Even if your data isn’t big and you don’t have all the resources that big companies do, you can still benefit from Big Data techniques to get insights into your business, customers or key performance indicators (KPI), he said.

Although high end Big Data tools can be expensive, they aren’t the only solutions available, Herschberg said. “As more and more services move to the cloud you can use Big Data tools for as a little as a few hundred dollars a month,” he said.

Small business-friendly Big Data tools include Hadoop, InsightSquared and Canopy Labs. [Related: 5 Big Data Solutions for Small Businesses]

Another option is to hire a data scientist, but it’s often confusing whether a small business actually needs to invest in one.

“Yes and no,” Herschberg said. “Yes, you need an experienced professional to set up the scripts and/or to do the analysis. However, more and more you can find company and freelance contractors who can do this for you.”

Instead of hiring a full-time data scientist, Herschberg suggests spending a few thousand dollars setting up some analysis of data feeds and then having the consultant come in twice a month to review the findings with you.

5. How Big Data actually works

Big Data can give businesses extremely valuable information, but it doesn’t just exist in its own vacuum or act like a crystal ball that  magically unveils the secrets to success. Businesses need to first make sense of how Big Data works.

“Big Data confusion starts with the misperception that it is some sort of technology — it isn’t,” said Charles Caldwell, director of solutions engineering and principal solutions architect for business intelligence software provider Logi Analytics. “It’s really about using the ever-increasing amount of data to create value for your customers and your business.”

The technologies and analytical techniques used to create such value can be simple or complex, but knowing the right approach to Big Data can make all the difference in making the process less baffling. The secret is to first identify the problem that needs to be solved.

“What makes it all confusing is that many people try to start with the solution, rather than start with the problem,” Caldwell said. Big Data, however, won’t

provide business altering insights automagically, he added. “We’ve seen too many movies in which a computer becomes sentient and tells us what we should be doing. Big Data still requires a person to frame the question, identify the data that might be able to answer the question, and interpret the results to choose an action.”

To get started with Big Data, Caldwell advises businesses to not worry so much about the technology itself, but how it applies to and creates value for your particular business.

“Worry about what really matters in your business, and then ask how the technology might help you execute better around those things,” he said. “If you carry five products, as opposed to over 200 million products like Amazon, you might not benefit from a Product Recommendation Engine. But understanding how customers interact with your website might be critical. It all depends on your business model.”

Originally published on Business News Daily

Is Content Really King?

3456465258_740bc2c770_zLee Oden once said, “Content isn’t King, it’s the Kingdom.” This week, content marketing has been all-the-buzz in various B2B publications. Writers and thought leaders are taking the helm of conversations, discussing topics from content marketing mistakes to best practices to the overall importance and impact it has on the digital ecosystem. However, today we focus on two that put content marketing on the spot.

In a recent DestinationCRM article, Mara Minsker summarizes findings from a Forrester report around the negative side effects of poor content marketing. The report found that though more than half of marketers are in the process of developing a content strategy, many struggle with actually creating engaging content.

Minsker points out that, “Marketers also often don’t emphasize the right things in the content they create. For example, while 71 percent say their content features case studies or customer stories, only 3 percent say this is a primary focus of their efforts.”

Ensuring that content is relevant is the key to successful content marketing. We thought that Minsker’s article effectively summarized the Forrester report, raising many questions that need to be addressed when it comes to effective content marketing in the B2B space.

Another noteworthy article posted on Business2Community, beings with the direct and somewhat harsh quote, “83% of marketers are clueless on the value of content marketing, latest research reveals.”

In his article, The Current State of Content Marketing Is Abysmal, Aaron Kahlow uses the above statistic from Forrester to jumpstart a conversation about how to fix the problems of content marketing. Kahlow’s solutions include:

  • “Clear and Unilateral Understanding of Customers’ Buying Behavior”
  • “Mapping it to Marketing Automation”
  • “You Can’t See What You Don’t Measure”
  • “It All Starts and Ends with the Culture of Learning.”

If you would like to receive more insights about content marketing and the like, check out the latest report from Forrester Research – Compare Your B2B Content Marketing Maturity by Laura Ramos, or Take Lead-to-Revenue Management Beyond the Campaign, by Lori Wizdo. You might see a nice shout-out to Madison Logic in that second report :)

Image via

Tracking Intent Data Across Channels for B2B Marketers

Thomas Koletas, SVP Ad Sales at Madison Logic | Reblogged from Marketing Land

Savvy digital marketers have learned that by now, when it comes to boosting results and efficiency, you can’t beat intent data for the ability to reach and engage users who are “in market.”

shutterstock_167841941-customer-engagement-web

For B2B marketers, where the buying process is more intricate and collaborative, intent is an even more important factor in building and nurturing relationships with customers. Knowing just when to reach out to them with exactly what they need is what keeps long term B2B relationships going.

Within the B2B buyer’s journey, there are several stages where marketers must actively nurture that relationship, making them much more empowered during that process if they know exactly when the customer is ready to pull the trigger on the sale.

Pinpointing Key Moments

The data that can help marketers pinpoint those key moments during the consideration process can be found in customer interactions, both in their personal and professional spheres. The trouble is, those interactions occur across a variety of channels and devices, so it can be difficult to keep up with your customer’s journey as it jumps between them.

Consider a hypothetical day in the life of a busy executive. She wakes up in the morning, checks her email and reads Facebook and Twitter on her cell phone, clicking a few links in each channel to read a few online articles. She goes into her office and goes through a similar ritual on her desktop computer.

She later heads to the airport to catch her afternoon flight, continuing to read and respond to messages on her mobile phone while waiting at the terminal. While on the flight, she decides to use her tablet to do research on a potential business partner, as well as conduct personal business on email and social networks.

shutterstock_102068095-woman-with-tablet-at-airport-web

Once she lands and checks into her hotel; she pulls out her laptop to finish up some work for the day.

For this busy executive, every bit of this online behavior is seamless, as she has synced her many devices to be able to access the same work email and personal social media accounts no matter which one she uses. Her customer journey was taken through both personal and professional interactions on a variety of devices, internet connections/IP addresses, even geographical locations.

Now imagine being the B2B marketer, one of those potential business partners, who is trying to keep up with this executive on that journey, seeking out and responding to her signals of intent. Exhausted yet?

Create A Clear Picture Of Where Your Customers Are

The key to effectively tracking intent relies on bridging the gap between those channels to create a clear picture of where your customers are in their journeys, even as they jump between devices.

As counterintuitive as it may sound, embracing the “noise” of billions and billions of data points can help you not only pinpoint those indicators of intent throughout the customer’s journey, but it can also help you identify and respond to those signals in a timely fashion regardless of the device your customer is using.

However, this is only possible if you have in place the data analysis systems necessary to turn that noise into actionable insight.

Winning in the B2B marketing space means engaging your purchase decision-makers, as well as their sphere of influence, at the right times in both their professional and personal interactions online.

Constant Monitoring Of Lots Of Data

Knowing how and when to reach out to your customer means constantly monitoring their content consumption and working with a platform that layers that rich intent data atop other demographic and behavioral data points to create highly-qualified, accurately-targeted audience segments.

Once the creation of those segments becomes automatic via the right data platform, then it is easier to engage with them in a timely manner and at scale.

The purchase research process has evolved since tablets and smartphones have become more and more a part of doing everyday business. Integrating the data from these channels and, effectively analyzing and responding to it in real-time, at scale, will be vital to B2B marketing success.

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

 

Reaching the B2B Customer Base

4283923574_895386201a_zThis week, we wanted to share two pieces that look at important aspects of B2B marketing: optimization through marketing automation and the overall steps that a buyer takes before buying your product. Both are extremely relevant as they provide insights into how to reach your customer effectively.

“Effective nurturing strategies are built around the customer’s journey through the buying process”- Lori Wizdo, Forrester Research

Simply put, marketing optimization refers to software platforms and technologies that are designed for individuals in marketing to better circulate content across various channels. In a recent B2C article, Amanda Nelson, Director of Marketing at RingLead, wrote that in today’s marketing world companies are spending a significant amount of time and resources to curate content that is only being used for a short period of time. Nelson believes that “it’s time to change the cycle.” She provides marketers with three simple steps to get started: organizing your approach, having a verity of content and constantly optimizing. By taking these simple steps, content that marketers labor over can be used to effectively tell a company’s story and reach consumers. As Nelson says, “Together, content marketing can make marketing automation look damn good.”

Another great article comes from one of Madison Logic’s own Vin Turk. Vin recently posted an informative infographic on B2C depicting the B2B buyer’s journey from consideration to purchase. Vin first exposes the five key data points to consider:

1)    “50% of leads are qualified but not yet ready to buy”

2)    “Only 25% of leads are legitimate and should advance to sales”

3)    “Companies that excel at lead nurturing generate 50% more sales leads at 33% lower costs”

4)    “70% of marketing leads never convert to sales”

5)    “It takes 10 touches to go from initial contact to closed deal”

Once there is an understanding of the key data points, Vin points out the steps that a marketer should take to nurture their sale.

  • Establish Project
  • Review All Research
  • Share With An Internal Team
  • Share Research With Influencers
  • Procurement / Bid Process
  • Vendor Decision – Establish Start Dates
  • Implement

For specific information about each step, reference the infographic here: http://cdn2.business2community.com/wp-content/uploads/2014/07/b2b-buyer-journey-5-points-to-consider-infographic-1-1024.jpg

Understanding your buyers and how to best reach them is the key to successful marketing.

Image via Robert Couse-Baker

UBM Tech Email Campaign Powered by Madison Logic B2B Intent Data Results in 375 Percent Lift in CTR

Madison Logic and UBM Partner to Provide Meaningful Marketing and Engagement Solutions Driven by Real-Time Intent

NEW YORK, NY–(Marketwired – Jul 15, 2014) – Madison Logic, the premier provider of intent data solutions for B2B marketers and publishers, today announced that UBM Tech, a global media business that brings together the world’s technology communities through live events, online properties and custom services, has tapped its powerful stream of B2B intent data to inform its email segmentation efforts, leading to a 375 percent lift in CTRs, as well as 200 percent lift in whitepaper downloads and 300 percent lift in unique customer clicks.

UBM Tech selected Madison Logic’s solution because it provides the largest and fastest stream of first and third party B2B intent data — currently standing at more than 624 million interactions within the last 90 days. This allows UBM Tech to further enrich its already successful delivery of targeted B2B marketing, lead generation and lead nurturing programs.

The two companies have

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entered into a data-sharing partnership designed to better serve global brand clients and create unique solutions that meet the needs of modern B2B marketers.

“Partnering with Madison Logic has further enhanced our ability to provide our clients with the depth of insight they need to engage with their customers,” said Paul Miller, CEO, UBM Tech. “The ability to connect the rich data gleaned from UBM Tech’s extensive interactions with more than 9.9 million tech decision makers with an expansive B2B data stream in real-time allows us to provide more scalable, targeted marketing solutions. We are overlaying Madison Logic’s data across our suite of solutions to help power decisions from content recommendations to email segmenting to digital advertising.”

“This strategic partnership has the potential to truly advance the B2B marketing space, moving it farther from the broad yet shallow lead-generation approach of the old days toward true intent-based engagement,” said Erik Matlick, CEO, Madison Logic. “UBM Tech is an industry leader with a suite of sophisticated marketing solutions and top quality global consumer data that will supercharge Madison Logic’s offerings and enable both companies to collaborate on solutions that improve results for our clients and the industry as a whole.”

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

About UBM Tech:
UBM Tech is a global media business that brings together the world’s technology communities through live events, online properties and custom services. UBM Tech’s community-focused approach provides its users and clients with expertly curated research, education, training, community advocacy, user-generated content and peer-to-peer engagement opportunities that serve the Electronics, Security, Enterprise IT and Communications, Network Infrastructure and Applications, Game and App Developers, and Tech Marketing communities. UBM Tech’s brands include Black Hat, DesignCon, EE Times, Enterprise Connect, Game Developers Conference (GDC), HDI, InformationWeek, and Interop. Create, a UBM Tech full range marketing services division, includes custom events, content marketing solutions, community development and demand generation programs based on its content and technology market expertise. UBM Tech is a part of UBM (UBM.L), a global provider of media and information services with a market capitalization of more than $2.5 billion. For more information, go tohttp://tech.ubm.com.

Back to Basics: B2B Marketing News Roundup

5749192025_bc140dab9e_oWelcome back! We hope that everyone had fun-filled holiday weekend. This week we wanted to share two industry articles that rang a chord with our team.

The first article, Why is Content Marketing Important for B2B Marketers? Part 1, takes readers back to the basics of content marketing. Vignesh Subrabmayan, marketing professional, looks to answer the key question: How can B2B marketers benefit from the content marketing phenomenon?

To answer this question, Sibrabmayan first looks to the definition of content marketing as defined by the Content Marketing Institute.

“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”

From the definition above, Sibrabmayan defines the three components that he feels (and we quite agree) make up content marketing:

  • “Ability of a business to communicate effectively with existing and potential customers in a meaningful way”
  • “Helps drive trust in a brand”
  • “Creates a connection”

The second article we wanted to share, A Big Data Hype Filter for B2B Marketers, seeks to pose the questions that B2B marketers should be asking in conjunction with big data. As big data has and continues to be one of the top industry buzzwords, we wanted to share some of these thought-provoking questions:

  • “Understanding your prospects and buyers better- How well do you know your customers? Have you constructed personas that help bring to life their pain points and preferences? What is their role in the buyer-side decision team?”
  • “Do you know where they are in the buying journey?”
  • “Some major B2B organizations take as long as three weeks to respond to a prospective customer who has filled in an online form requesting more information. By the time three weeks has passed, the prospect has probably already forgotten about filling in the form. What is to blame for this inefficiency?”

As you begin to use tools (content marketing and big data) to optimize your business model, Madison Logic is here to help. Feel free to reach out to one of our representatives today to learn more about the tools that can transform your B2B marketing strategy.

Image via Steven Depolo

Madison Logic’s Intent Data Boosts TeamQuest’s Email Open Rates by 158 Percent

Campaign Delivers 248 Percent Lift in Click-Throughs

NEW YORK, NY–(Marketwired – Jul 8, 2014) – Madison Logic, the premier provider of intent data solutions for B2B marketers and publishers, today announced the positive results of an email campaign for IT service optimization and predictive analytics experts TeamQuest Corporation. Powered by Madison Logic’s rich intent data, the email campaign resulted in 158 percent lift in open rates, 248 percent lift in click through rates and over 400 percent increase in forwards.

TeamQuest subscribed to Madison Logic’s data and incorporated it into their platform to execute a campaign designed to engage its end users via email nurturing. More specifically, the campaign goal was to promote an industry whitepaper regarding the topics of storage management, performance management and virtualization. By layering its market-leading B2B intent data atop TeamQuest’s own prospective customer database and using that insight to build highly targeted, intent-based email segments, Madison Logic identified targeted prospects who had already expressed intent around these topics.

“We are thrilled with the results of our campaign using Madison Logic’s intent-driven email segments,” said Leann Capesius, Global Marketing Manager, TeamQuest. “Having the insight into our customers’ intent has enabled us to accurately target our email outreach and tailor our messages more individually. Especially when compared to the control group using traditional segmenting, the amazing results we got by utilizing Madison Logic’s intent data speak for themselves.”

Madison Logic’s email segment builder technology is one of the most effective tools on the market to drive B2B engagement. Leveraging its own patent pending Data Match® technology, Madison Logic’s software identifies the topics that are key to a marketer’s goals and assets and then applies Content Consumption Monitoring algorithms to those topics to identify the prospects that have demonstrated interest and intent. Finally, the email segment builder matches marketing assets to those prospects’ expressed intent to produce email segments that significantly heighten overall engagement.

“Marketers are always looking for ways to optimize and scale their investment in email and quality data is key

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to making that happen,” said Erik Matlick, CEO, Madison Logic. “We assess over 200 million user initiated interactions each month, which makes us the largest supplier of intent data with a smart approach that turns disparate data points from various sources into actionable insight.”

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