Today we announced a partnership with Madison Logic, a company with whom we’ve been working successfully for months. This is exciting news for our customers, because it brings together 2 leaders in the field of Account Based Marketing (ABM).
As always, YesPath is enabling ABM campaigns that adapt to the behavior and interests of target accounts. Now, with Madison Logic, YesPath customers will have a built-in option for promoting content to the right people at the right time.
The power of this partnership is that marketers can now run ABM programs with “closed loop” media campaigns. Historically, media campaigns run in “open loop”. That is to say, campaigns have been disconnected from the situations unfolding in active sales opportunities. Now, the YesPath platform closes the loop, listening to signals from each account and moving audiences in (and out) of media campaigns.
“Together, YesPath and Madison Logic are targeting those accounts automatically by promoting our content to the right people inside. This is our #1 channel for new pipeline.”
For example, if a target account starts reading about a specific topic, like ‘cyber threats’, YesPath can immediately add that account to a related Madison Logic campaign about security products. If an account sends a flurry of traffic to your website, YesPath can trigger a campaign to promote top-of-funnel content across the account. When a sales rep creates a new opportunity in the CRM, YesPath can switch the campaign to focus on decision-stage content, like case studies and ROI models. It’s like marketing automation for your ABM ads.
As we’ve written, the key to effective ABM is treating each account as special, listening and responding to their unique needs. ABM should impact communications across all channels, including email marketing, sales email, and the website. Ad campaigns are no exception—they too should respond to the signals of buyer interests.
One of the first customers to try the integrated service was Kaleo Software in El Segundo, CA. They use YesPath to reach target companies when they are interested in knowledge base use cases. According to Swayne Hill, Kaleo’s VP of Sales & Marketing, “We like how YesPath tracks accounts over time, detecting interest in products like ours. Together, YesPath and Madison Logic are targeting those accounts automatically by promoting our content to the right people inside. This is our #1 channel for new pipeline.”
When customers are happy, so are we. We look forward to growing our relationship with Madison Logic. For more details, check out the press release: http://www.marketwired.com/press-release/madison-logic-yespath-announce-partnership-enable-adaptive-account-based-marketing-2134569.htm