madisonlogic

Madison Logic Puts Lead Gen Info to Use for B2B Ads

  |  October 3, 2012   |  Comments

Firm is using data gathered through white paper downloads and conferences to enhance marketing platform data and retarget ads to in-market execs.

Madison Logic has been collecting behavioral data on executives who download business white papers for some time. Now the company wants to help B2B clients like AT&T, IBM, and Cisco put the data to use for online ad targeting and marketing automation.

When someone downloads a white paper on security products, for instance, it indicates she is in the market to buy them. In addition to collecting behavioral data through paper downloads, the company also gathers it through partners who run business conferences and sell Madison Logic conference registration data and other information. The system can surface contacts at particular companies who have expressed an interest in specific topics.

While behavioral advertising is common in consumer-aimed marketing, B2B marketers often use registration data they've gathered to send follow-up emails or contact execs in ways other than online ads. Madison Logic matches in-market exec email addresses against cookie data to determine online audiences who are ripe for ad targeting with business messages.

Consumer-aimed retargeting is "a little more simple because there's an active cookie on the user," suggested Erik Matlick, CEO of Madison Logic. "The difference with b-to-b is leads are coming in from third parties [so advertisers and ad firms] can't drop cookies on them because the user hasn't visited the [advertiser's] site."

"We're basically putting all of this in a media package," said Matlick. "Instead of buying leads...why don't we send them a display ad 15 minutes after they've download a white paper?" he continued.

He also suggested that privacy issues aren't contentious in B2B because users who download papers and other resources, or sign up for conferences have agreed to terms and conditions that allow for data selling and ad targeting.

A new interface lets customers log in and see potential contacts, or lets them automatically stream the in-market contacts into their marketing platforms such as Eloqua and Marketo.

Madison Logic can retarget ads to in-market execs via ad exchanges and DSPs. According to Matlick, the company has clients in the technology, marketing, human resources, business finance, energy, legal, health, and construction industries. The firm has 23 million unique profiles in its database of B2B contacts and works with around 600 advertisers, according to Matlick.

ClickZ is a Madison Logic customer.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive 9 Strategies to Engage Your Consumers White Paper

9 Strategies to Engage Your Consumers
Online marketing apps are highly engaging - taking visitors on short, but effective, conversion-focused journeys. This white paper illustrates 9 strategies to engaging consumers through app-like experiences.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Resources

Jobs

    • Sr. Paid Search Manager
      Sr. Paid Search Manager (Bisk Education) - TampaCurrently seeking a Sr. Paid Search Manager in Tampa, FL for Bisk Education! Bisk Education is a...
    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...