Integrated Campaign Strategy Drives Full-Funnel ABM Success for Genesys

The Challenge

As a company focused on orchestrating billions of remarkable customer experiences for its clients, Genesys—the global leader in contact center innovation—needed a way to connect with its own customers and ensure they felt remembered, heard, and understood.

Julian Bocanegra, Senior Manager of Digital Marketing and Demand Generation at Genesys in LATAM, is responsible for driving higher engagement within target accounts to support the sales team. Once engaged, higher awareness and brand recognition were key priorities to allow the brand to stand out during vendor comparisons within the sales cycle.

The Solution 

After learning of the positive results his peers at Genesys in North America and EMEA had seen with Madison Logic, Julian built a case to leverage it for the LATAM marketing strategy as well. While Julian initially engaged Madison Logic to just deploy ABM Content Syndication, he quickly added ABM Display Advertising and ABM Social Advertising with LinkedIn Ads after learning how the simple integration would maximize his reach.

With other platforms, integrations with LinkedIn required Julian to manually match, merge, and dedupe information from one system to the other. But with Madison Logic, the integration was easy, and he was able to successfully deploy a multi-channel, end-to-end account-based strategy with just a few clicks and in a matter of minutes.

“It was really great to be able to integrate Content Syndication, Display and LinkedIn with Madison Logic in an end-to-end strategy for my ABM.” 

The Results 

With Madison Logic, Julian and his team found a trusted partner that has helped them build and improve their demand generation program. Armed with better visibility into key audience insights, Julian’s data-led, multi-channel approach ensures they are engaging with in-market accounts and optimizing the account experience through a tight focus at the top of the funnel.

Through the all-in-one ML Platform, Julian and his team can more easily execute an end-to-end ABM strategy that delivers empathetic customer experiences at scale. And by measuring engagement and conversion metrics along the funnel to identify which content and channels are effective at different stages and which are driving revenue, Julian sees the direct impact on pipeline and how his ABM strategy is influencing it.

“My experience working with Madison Logic has been outstanding. The level of service and support met everything I was looking for.”