Madison Logic CTO will be speaking on a panel at the Pace University Lubin School of Business Boot Camp Demo Day.
Mark is a seasoned veteran teaching around college campuses so this will not be one to miss.
Madison Logic CTO will be speaking on a panel at the Pace University Lubin School of Business Boot Camp Demo Day.
Mark is a seasoned veteran teaching around college campuses so this will not be one to miss.
Increased Demand for B2B Intent Media in 2014 Drives Rapid Growth Trajectory, 59% Year-Over-Year
NEW YORK, NY–(Marketwired – Nov 18, 2014) – Madison Logic, the premier provider of intent media solutions for B2B marketers and publishers, today announced that it has been named to Deloitte’s 2014 Technology Fast 500™, an annual ranking of the fastest growing technology, media, telecommunications, life sciences and clean technology companies in North America. With a sustainable growth rate of 420 percent over 5 years, Madison Logic has secured a position of 228 on the list of 500 fastest growing companies.
Award winners were selected based on percentage fiscal year revenue growth from 2009 to 2013. Since its inception in 2009, Madison Logic has grown from an 8 person startup to a highly successful international organization with more than 65 employees in the U.S. and Europe. This year’s growth has been exceptional; Q2 2014 revenue numbers increased 34 percent over Q1 2014, Q3 2014 revenue grew by 59 percent over the previous year, and by 73 percent from the previous quarter.
“I am honored and proud to be part of the dynamic growth our company is experiencing,” said Madison Logic CEO Tom O’Regan. “As we move into 2015, we are continuing to focus on providing the best media solutions in the industry.”
“We are in an extremely exciting period of growth and it is gratifying to be recognized by our colleagues; receiving such a prestigious honor strengthens our brand and our position in the market,” said board chairman Erik Matlick. “Our Powered by Intent media products have been extremely well-received by our clients and the word is spreading about how quality intent media drives the most successful B2B campaigns.”
The honor comes on the heels of several other industry growth awards Madison Logic has received in recent months including the Inc. 500|5000 list, Crain’s New York’s annual Fast 50 and AlwaysOn’s OnMedia 50 Companies to Watch.
Are you a modern marketer or are you falling behind the times? According to a Forrester survey of 500 B2B and B2C companies in the UK and USA, only 11 percent are “modern marketers”—defined by Louis Foong in business2community.com as those who “use multi-channel marketing, gather and analyze real-time customer data, create customer personas based on this intelligence, monitor and measure results.” Beyond data and automation, Foong urges top-down priorities that encourage B2B marketers to “explore, discover and experience” so the whole organization can be responsible for enhancing the customer experience. How should B2B marketers incorporate this learning process?:
By promoting this learning culture, your B2B organization will thrive and share the enthusiasm with customers and prospects alike.
Here’s another nugget from a survey we’ve already seen cited in other articles—92 percent of B2B marketers are using social media, and among those, 59 percent of those publish new content weekly. This is more than other marketing tactics, such as e-newsletters, web site articles, blogs and case studies—tools still used as part of an overall content strategy.
Mistakes, we’ve all made a few. Since our website is so critical to our content marketing strategy, lead generation and company presence, it’s important we avoid the 4 B2B Website Mistakes that Rick Whittington suggests we do not even realize we’re making:
Rather, the website should:
Edit your website to address the needs of your customers and add content, such as blogs, that helps inform their research.
All the articles we choose point to data and content as indispensable to better b2b marketing practices. Knowing where your visitors come from is crucial to analyzing marketing efforts. Then you can determine which marketing campaigns works and allocate money accordingly, and cut the deadweight of ineffectual campaigns.
Quoting Emerson’s “a foolish consistency is the hobgoblin of little minds” is great for high school teachers, but in business, providing regular content updates, in a predictable, reliable manner actually serves the customer well by establishing “expertise, credibility, and consistency” that educates and updates your ideal customers. Otherwise, your company appears out of touch—both by being non-communicative and being out-of-date.
Make sure your homepage addresses whom your target customer is, how you help them, and what advantage you have in understanding their business.
And now, back to our regularly scheduled theme of big data. Tom Murphy, referencing a CMSWire webinar with Heidi Bullock, provides excellent pointers on how to use data-driven marketing to increase your marketing budget and measure business impact:
And the beauty of Big Data is that it can actually help B2B marketers become more personal in their marketing efforts when used right. When broken down into “bite-sized, small data” bits, it can be used for “1:1 marketing pursuits” per Daniel Newman in Forbes.com. The way to make the data the customer provides useful in reaching them personally is by measuring across channels… “omni-channel.” Since customers interact with brands from different devices at different points in the buying cycle, it is useful to gather this data and individualize the message. “In today’s B2B marketing world, personalization of customer data will let marketers build actionable strategies.” The same can be said for keeping a current, informative website and prioritizing marketing goals from the top down. Keep up the good work, B2B marketers.
Image via Becca Peterson / Flickr
NEW YORK, NY–(Marketwired – Oct 28, 2014) – Madison Logic, the premier provider of intent data solutions for B2B marketers and publishers, today announced it has received three prestigious industry accolades highlighting the company’s steep growth trajectory. For the second year, the company has been recognized on the 2014 Inc. 500|5000 list as one of the nation’s top 5,000 fastest growing businesses. Additionally, Madison Logic has been named one of the fastest growing companies in New York City on Crain’s New York’s annual Fast 50 list and as one of AlwaysOn’s OnMedia 50 Companies to Watch.
“We are delighted and humbled to be honored by these prestigious industry lists,” said Madison Logic CEO Erik Matlick. “Our exciting momentum has been driven by our clients’ success using our Powered by Intent data products, including the Content Consumption Monitoring program. Intent data is the key to engaging B2B audiences and our clients have enjoyed excellent campaign results that encouraged them to keep coming back. We look forward to continuing on this growth path by offering the best B2B audience insights available.”
Inc. magazine ranked Madison Logic 1,591 on its eighth annual list, which represents the most comprehensive look at the most important segment of the economy — America’s independent entrepreneurs. Madison Logic was in the top 31 percent of the 5000 company list and joins Microsoft, Oracle and GoPro, among other prominent brands featured in previous lists. Madison Logic was also named 35 in the Crain’s New York Fast 50 Companies list and as one of AlwaysOn’s OnMedia 50 Companies to Watch.
Q2 2014 revenue numbers show a 34 percent increase over Q1 2014, and Q3-Q4 projections are tracking on the same upward climb. The Q3 2014 generated revenue had experienced a 59 percent increase over the previous year, and a 73 percent growth from the previous quarter.
Madison Logic’s Content Consumption Monitoring Program (CCM) aggregates rich intent data that provides segments that produce less opt-outs, higher performance and a better user experience. The company dynamically tracks more than 1,900 topics, giving B2B marketers scalable insights into their customer base, driving scoring, display and sales alerts.
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
This week’s roundup of B2B marketing news reads like the tabloids: Myths Debunked, the Shocking Truth… Beyond gripping headlines, the really valuable takeaways are even more attention-grabbing: more internal research, data analysis and coordination among departments will yield better results on B2B marketing efforts—along email, website and CRM.
How can something so commonplace be so revolutionary?
First, let us not get complacent that our marketing efforts are easy because we are businesses engaging businesses. B2C marketing requires casting a large net, so more customers can buy. In B2B marketing, your customer base is smaller, more specific, and very knowledgeable about what they need. The temptation is we think we know our customers because we know our industry.
“The shocking truth is, however, that B2B marketing takes tons more research and thought. It needs to hit the right audience, or else you won’t make any money from marketing,” states Robert Cordray in “The Shocking Truth about B2B Marketing.” Cordray urges B2B marketers to have dedicated personnel perform their research to determine what strategies will work with different audiences. Research is essential to maintaining an up-to-date database and qualifying leads. Cordray urges hiring or designating individuals for the database and strategies, and a teleprospecting team to qualify leads. If these essential research functions are treated as an afterthought or auxiliary, sales will diminish. If they are at the forefront, they will yield better results.
And one of our common themes applies too; sales and marketing have to support each other to obtain feedback, deliver premium content and nurture leads to deliver the right message or action at the right time. In other words, stick to the tenets of lead generation and nurturing to be successful. Paul Houston provides a refresher in “10 Tips for a Successful Lead Generation Strategy.” Some of the highlights are:
Along with the DIY theme (and isn’t all B2B marketing DIY on some level?), Sandy Gibson alerts B2B marketers in “How Big Data Can Enhance B2B Email Marketing” that our own customer data is often overlooked, yet invaluable to improving our content, products and services. Focusing on CRM data, email and website analytics, here are the key points:
Combining all this data through your CRM will provide insight into behavior and patterns that will help you deliver “relevant and engaging experiences” and create a roadmap for your marketing and product teams.
“Email is not dead,” declares DM News and so many marketers before. Author Elyse Dupre debunks some common email marketing myths, i.e., volume and old school techniques are the way to go. Here are some of the positive points after the conventional wisdom is deconstructed:
In any business, it is so important to establish trust, and then retain it. Since B2B marketers have a smaller pool of potential customers, it is essential they incorporate research, personalization, customized actions, quality content and integrated marketing efforts that are informed by data and analytics to attract relevant, targeted leads.
Image via U.S. Navy Seabee Museum
We frequently discuss the importance of nurturing leads through the buying process. One method of doing so is retargeting. Retargeting often gets treated as a separate sales initiative to get more leads; however, we see it as part of the overall marketing strategy. We were pleased to see Luke Summerfield’s article, “A Powerful Cocktail: Mixing Retargeting with Content Marketing” because it makes a stronger point: that content marketing should be a part of retargeting, in particular for B2B marketing.
Summerfield suggests a set of tactics to drive leads back through the funnel:
You will be able to drive more people to your content, including existing blogs that are performing well, using these tactics.
ClickZ also reported on the 2015 “B2B Content Marketing Benchmarks, Budgets and Trends” survey, conducted by the North American Content Marketing Institute, claiming 86 percent of B2B marketers are now incorporating content marketing, but only 35 percent of those who do track their ROI. In addition to other social media to get the word out, B2B content marketers are using:
Paid advertising on search engines is still a factor. Content marketing accounts for 28 percent of the budget for most B2B marketers too.
Just like retargeting is not always considered a part of the content marketing strategy, sometimes email marketing works separately too. Email marketing is the first message you send potential customers, however, so your content should be aligned with your overall messaging strategy. Zach Heller gives us some pointers in “How to Tell If Your Email Is Working” to keep email campaigns vibrant.
Now the first two are basics, and using unique open or click-through data will help determine the real amount of people you’re reaching. Add some finesse by testing subject lines (also a part of content strategy!) and the various places to click on an email…and you get a pretty tight strategy. But, how do you track sales to your email campaigns? You have to track actions, such as sign ups, referrals, and offers, which means you have to customize your emails beyond the standard service to get that extra information.
Image via Hans Splinter
Although I’m always promoting the value of high quality content marketing to B2B marketers, I acknowledge Carter Hostelley’s great point in a recent CMSWire.com byline to make sure to get a few peer recommendations to promote your services. Particularly among B2B, “buyers trust the recommendations of peers more than what we marketers say in our blog posts, white papers, webinars, status updates or tweets. Sorry, but it’s true.” So, who are the best advocates for your brand? Reach out to your customers, your employees, your peers, influencers and prospects. The foremost tip on how to generate recommendations: make it easy. Make it easy—for your “ecosphere” of partners, clients, and investors—to share your branded content or their favorable opinion of your business, add a testimonial, and participate in company events.
Tracking ROI is a challenge for content marketers, but those with a documented strategy say they track ROI successfully (35 percent with strategy compared to 21 percent without one). More B2B marketers are creating more content (70 percent), with LinkedIn being the top social media platform (63 percent) among B2B marketers.
Speaking of strategy, Ruth P. Stevens, also reporting in AdAge.com, suggests some ways to most effectively use content marketing as part of the overall B2B marketing strategy. The “Four Pillars of B2B Content Marketing” that strengthen your business’s position while generating and cultivating leads are:
Sales and marketing have to coordinate their efforts and messaging throughout the buying process for the most effective lead nurturing campaigns. Here are “7 Ways Content Marketing Can Simplify Your Customer’s Buying Process.” Author Angela Vuona breaks down the timing of when to deliver the “right content at the right time” by aligning the stages of content marketing with the customer buying process of attract, convert, close and delight, with her tips:
Let’s finish with some more good news from AdAge, and the title says it all: “86% of B2B Marketers Now Use Content Marketing: Only 35% of Marketers Have a Documented Content Strategy.” Citing the “2015 B2B Content Marketing Benchmarks, Budgets and Trends” survey of more than 1,800 North American B2B marketers, author Kate Maddox advocates for documented content-management strategy to yield more effectiveness. 60 percent of B2B marketers with a documented content marketing strategy rate themselves highly in effectiveness; 32 percent with a verbal content strategy rate themselves highly.
Peer reviews and endorsements are vital to continued lead nurturing and effective (documented!) content marketing strategy.
Image via hobvias sudoneighm
Good news! Tech marketing budgets should increase 3.5 percent this year, over last per Ad Age. According to the International Data Corp.’s “Tech Marketing Benchmark Study” released in September:
“This is the first time in eight years—since before the recession—that we have seen marketing budgets rising at the same rate of increase as marketing revenue,” said Rich Vancil, group VP-executive advisory group at IDC.
Noting that revenue growth follows marketing budget growth, third-platform companies that provide cloud, mobility, social business and analytics will experience a 10 to 20 percent growth in marketing budget. Many of the second-platform (client-server and Internet) IT companies surveyed by IDC will see modest budget growth between 2 and 5 percent. Along with projections on how the increased marketing dollars will be spent, the report urges CMOs to be agile in adapting to social and digital technology.
In related good news, VentureBeat reports that a greater number of smaller companies, especially high-tech companies, are using predictive scoring to better qualify their leads. Citing a report from SiriusDecisions, “83 percent of predictive lead-scoring product users are companies with annual revenue of less than $250 million.”
Jill Stanek, one of the authors of the report, notes that adoption in B2B companies is high, 78 percent, because “One of the primary target audiences for predictive lead scoring vendors are organizations that already have marketing automation in place.”
Contrasting predictive scoring against older, points-based attribution systems, the benefits are a comprehensive view of how the B2B customer is interacting with your whole suite of marketing efforts. Predictive scoring encompasses:
The benefits are increased sales efficiency, better marketing effectiveness through coordinated sales and marketing efforts and higher-quality leads.
But wait, there’s more. Your B2B company has a bigger marketing budget, a better way to score leads… and yet, we always come back to content in our weekly roundup because it is so vital for determining intent.
How can you tell if your content is ready to be served and digested by the very target audience of prospective customers you are nurturing? We offer two perspectives.
Chris Bucholtz reminds us in CMSwire that in the B2B customer experience, the potential customer does a lot of research before contacting the selling company. The best way to serve that customer initially is with strong, informative content that explains your products. Urging a comprehensive content plan, Bucholtz suggests starting with general product information and drilling down to specifics, by breaking up white paper content into easily digestible, related customer paths in a strategic, integrated way. Work with sales to find out what customers want to know and make sure to cover the basics. Focus on providing information rather than self-promotion. By respecting and informing the research phase for the potential customer, you are more likely to convert and retain them.
Where does your company’s content fall on the marketing maturity level?
In a recent business2community post, author Eric Murphy examines the categories of Chad Pollitt’s The Content Promotion Manifesto: Analog, Testing & Scarcity, Coordinating, Promotion & Distribution Logistics, Scaling & Optimization and Corporate Publishing House.
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