Flexential Leverages Data-Driven ABM to Maximize Reach & Focus on Content Personalization

The Challenge

As the Head of Demand Generation at Flexential, Erin is responsible for creating and executing multi-touch demand generation plans that grow awareness for the company among its existing customers and prospects. Flexential empowers today’s highly dynamic IT environments by delivering an end-to-end human experience that provides tailored hybrid IT solutions to the nation’s most complex businesses. The company also offers integrations for co-location, cloud connectivity, and data protection, along with managed professional services within the platform.

Flexential’s diverse product and service offerings combined with its wide and complex target audience makes it challenging for the team to ensure they deliver the right message to the right account at the right time. With other content syndication and display advertising platform providers, Erin didn’t have a clear picture of what content was working for which accounts.

The Solution 

Madison Logic allows the team to utilize account-based marketing (ABM) strategies that limit waste efforts and focus on content personalization to find accounts and contacts that are a good fit for their solutions.

With access to better intent data, the team leverages ML Insights to identify and prioritize the accounts in an active buying cycle and most likely to engage or create an opportunity. The large and diverse database enables Erin and her team to consistently find and add new quality contacts to their campaigns instead of having to re-target old ones. Erin and her team then engage those accounts through a multi-channel strategy with ABM Content Syndication and ABM Display Advertising.

“Data is very important to our success. The intent data that Madison Logic provides us helps us to identify the accounts who are in an active buying cycle and are most likely to engage or create an opportunity. It has been magic for us just because Madison Logic has one of the largest and most diverse databases. So, they’re consistently able to add new quality contacts instead of recycling the old ones.” 

The Results 

With Madison Logic, Erin has seen an increase of 22% in registrations, website traffic, and leads and a 25% increase in conversations.

In addition to leveraging data to identify and target in-market accounts, the integration with the team’s Marketing Automation Platform (MAP) has been a true game changer. By integrating Marketo with the ML Platform, leads are directly routed into their mapping system, so they can view the data and see their actionable states within it. This also allows them to nurture leads more effectively and facilities better communication with their sales teams.

“Yes, I would recommend Madison Logic because we’ve created success together. They give us solutions we never knew we had a problem to, and they also give us the freedom to focus on our content while they work their magic in the end.”