New York-based B2B purchase intent analyst Madison Logic has upgraded its Activate ABM marketing platform with the addition of attribution and engagement analytics.
The tool provides B2B marketers with an 'account based marketing' solution (ABM), combining targeted ads and content syndication to influence prospective accounts, then measuring the effectiveness of steps taken. In May, the company acquired Dublin-based B2B lead generation solutions firm Internal Results for an undisclosed sum.
The new features measure the amount of time a customer or prospect spends with specific content and attributes that exposure to engagement on a web site, allowing marketers to optimize programs in real-time to drive the bottom line.
Madison CEO Tom O'Regan says the product 'provides visibility into how two previously siloed tactics work together to drive product awareness and pipeline'.
The firm is based in New York City and online at www.madisonlogic.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.