Erik Matlick on Leveraging Intent Data | The Makegood.com
CEO Erik Matlick was recently interview by The Makegood.com regarding the power of intent data. Check it out below:
[Originally published on December 1st, 2013 by The Makegood.com]
Erik Matlick is CEO of Madison Logic, the premier provider of intent data solutions for 1,000+ of the world’s leading B2B marketers and publishers. Madison Logic just became the largest aggregator of B2B intent data with 40 million user interactions per month. The company also announced two brand new product launches. The Makegood spoke with Erik regarding Madison Logic’s rise to power and the new products on the way.
The Makegood: Congratulations! Your company just became the largest aggregator of B2B intent data with 40 million user interactions per month. You joined as CEO 4 years ago. Can you expand on how the company has changed since you arrived?
Our mission and goal has always been about data; using and leveraging data for marketing and advertising. When we started, we launched our initial lead generation product platform to generate sales leads and manage ads. As publishers began to work with the early platform, we explained that leveraging this data would help them better target and serve lead generation ads. To make the platform operate optimally, we would hone this behavioral intent data.
About a year ago, we had an epiphany when we started leveraging intent data ourselves on our email sends. We found that rather than sending out 100,000 emails to generate x amount of leads, we could send out a fraction of those emails by using intent data, which would generate the same volume of leads. If we knew what people were interested in – because they had read an article or downloaded a white paper or viewed a webinar on a particular subject in the last 30 to 90 days – our open and click-through rates, as well as the overall interaction with the content that we distributed, rose significantly higher. We started to do some testing and achieved a 200-300% lift in conversion metrics on email sends when paired with intent data. Yes, literally 200-300%.
While email marketing is an industry within an industry that is sometimes overlooked, it’s clearly a significant sub-market. Marketing automation has proliferated to thousands of companies, all of whom are using it to market and nurture email campaigns. We realized that leveraging intent data could actually help the entire industry, making email marketing more efficient in much the same way that marketers have used data for display advertising over the last five years or more. We’re now using intent data for both email marketing and display.
The Makegood: You also recently announced two new product launches: Content Consumption Monitoring™ and the Contributory Data Partnership. First, can you talk about Content Consumption Monitoring™? How it works, what the early returns are, etc?
Continue to The Makegood.com for the full interview.
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