Historically, Panasonic had many difficulties understanding the true performance of their ABM efforts and how it tied directly into their pipeline and revenue growth. Before working with Madison Logic, the available reporting included your traditional media campaign performance metrics: impressions, click-throughs, and conversions to a lead.
As Susan puts it, since working with Madison Logic, that visibility has changed dramatically.
“Now we’re saying we targeted 50 of your top accounts. Forty-two of them have been on the website 25% more frequently. They’re consuming this type of content, and there’s this much revenue at stake in keeping that conversation going. From a sales perspective, it’s a very different conversation.”
The marketing team can now bring these pipeline and revenue insights together without the manual effort required previously. The internal conversation has changed from impressions and clicks to each program’s impact on opportunity stage velocity and the associated revenue impact.
As Susan puts it, “you know you’re targeting accounts driving the business.”
Susan Campbell and the Panasonic team take a modern ABM approach and bring it to life. By focusing on the right accounts, the team can better drive account engagement and accelerate the sales cycle.