Data-driven ABM Helps Salesforce Customers Progress Through the Buyer’s Journey

The Challenge 

Salesforce, the global leader in customer relationship management solutions, is dedicated to helping businesses of all sizes foster connections between sales teams and their global customer base.

Andrew Ward, Marketing Director for Salesforce Australia and New Zealand, and his team are responsible for delivering a personalized and impactful message to a broad audience across all industries. Reaching the accounts most likely to engage with the most relevant message is important to drive higher conversion and maximize ROI.

The Solution 

Madison Logic helps Andrew and his team drive higher account engagement through targeted content and advertising delivered at the right time. By using ML Insights combined dataset to amplify the effectiveness of Salesforce’s own first-party data across their marketing mix, Andrew has seen the team’s multi-channel ABM strategy deliver a better return on investment.  

“We use Madison Logic’s intent data to help us maximize the effectiveness of our marketing spend. Intent helps us further tighten our target accounts. And we use ABM Content Syndication and ABM Display Advertising to help us get the right message to the right people within the right accounts at the right time.”  

The Results 

During the nearly three-year partnership, Madison Logic has amplified the effectiveness of Salesforce’s leading marketing tools to ensure Andrew and his team reach the right customers at the right time to inspire them to take the next step with Salesforce.  

“One of Salesforce’s values is customer success. We’re focused on ensuring our customers receive value from their partnership with us. And we share that value with Madison Logic.”   

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Salesforce is more than just a Madison Logic customer. The Madison Logic and Salesforce partnership also includes seamless integration between the ML Platform and the Salesforce CRM through Journey Acceleration. Through this technology partnership, marketers can see the content and advertising accounts engage with the most, more easily identify pipeline opportunities, and validate the true marketing impact on sales objectives. Visit our Integrations page to learn more.