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Marketers Can Create More Value with Madison Logic and HubSpot

Madison Logic Team
May 27, 2020 5 MIN Blog

As sales and marketing organizations across the globe are now being asked to pivot their H2 strategies, one thing is certain; pipelines still need to be filled and deals need to close fast. Now more than ever, employees are asked to prove their value. They must judge all of their efforts by one thing – will this generate more revenue and ROI for the business?

We know how important it is for marketers to be able to create this value and share the results with the business. That’s why we’re teaming up with HubSpot to offer an integrated, multi-channel solution to help marketers increase deal velocity, generate pipeline growth and prove the ROI of their paid media efforts.

One of the most effective ways that marketing can create and impact this value is through sales and marketing alignment. Marketing and sales teams need to be aligned more than ever in this uncertain time, focusing on the high value accounts and working together to engage and accelerate them.

“Today’s marketers need a seamless way to engage the accounts that sales want to influence,” says Tom O’Regan, CEO at Madison Logic. “The partnership between HubSpot and Madison Logic will enable marketers to engage and measure their impact to accounts across content syndication, display advertising and LinkedIn Marketing Solutions, bringing marketing and sales closer together to accelerate deal velocity.”  

The Opportunity

Decreased sales productivity and wasted marketing efforts due to misaligned sales and marketing teams costs $1 TRILLION a year? You are probably asking where that number came from, and our new partner HubSpot has the answer.

“Marketing teams generate leads for their sales organizations, but an alarming 79% never convert to sales, partly due to a lack of nurturing. Of the leads that get passed to the salespeople, 73% are never contacted.” (HubSpot)

As you can see, this is important stuff. Unfortunately it’s incredibly common for organizations to have completely misaligned sales and marketing teams. They have the same goals, but they aren’t talking and certainly not working together as a greater whole. This costs organizations a TON of potential revenue.

The Integration

Enabling better sales and marketing alignment is one of the many reasons we’re excited to announce a new integration between the ML Platform and HubSpot. This bi-directional integration supports B2B marketers as they identify and target the right accounts, increase engagement throughout the customer journey, and help sales measure performance across multiple channels in one unified platform.

With this integration, marketers can better align with their sales teams to increase deal velocity and build more business with the accounts that matter.

Make smarter investments with always-on ABM

Automatically update target account lists with the most relevant accounts based on HubSpot signals, website activity, multi-channel engagement and more to make the most of your ABM investment. Effortlessly deliver personalized, coordinated messaging across paid media channels to the accounts that matter to ensure that your paid media spend is going to the right accounts with the right message at the right time.

Increase engagement with target accounts

Build target account lists representing different stages of the buyer’s journey to increase engagement with decision-makers at top accounts across paid media channels and marketing automation. Create custom campaigns to reach all the important decision-makers and increase account penetration, generate more engagement and accelerate accounts through the buyer journey.

Arm sales with key account insights

With Madison Logic and HubSpot, marketers can arm sales with real-time, account-level engagement right in their CRM. Now sales can engage and accelerate the accounts showing the most engagement across all of your dominant channels without needing to leave Salesforce or HubSpot CRM.

For example, marketers can surface the most engaged accounts to sales right in Salesforce, based on LinkedIn clicks, Madison Logic leads or a variety of other intent signals from the ML Data Cloud.

Enable more effective sales automation

This integration also enables better sales automation efforts. Incorporate key ML account engagement data like impressions, site visits, exposure time and more into your CRM to enhance sales automated outreach.

Marketers can then trigger an alert to a sales rep when an account is trending on account-based advertising, or when an account reaches a certain number of leads, or based on a variety of other factors – depending on your specific criteria.

This is a huge win for Madison Logic clients that also use HubSpot as their marketing automation platform and CRM. Joint clients can now accelerate deal velocity and drive pipeline growth more efficiently and effectively than ever, and this is primarily enabled with better alignment between marketing and sales teams.

The Proof

HubSpot reports that businesses with effective sales and marketing alignment achieved 208% higher marketing revenue than those without aligned teams. And they aren’t the only ones sharing how important this is for your business.

  • B2B organizations with tightly aligned sales and marketing operations achieved 24% faster growth and 27% faster  profit growth over a three year period (SiriusDecisions)
  • Aligned organizations achieved an average of 32% annual revenue growth, while less aligned companies reported an average 7% decline in revenue (Forrester Research)
  • Sales and marketing alignment can lead to 38% higher sales win rates (MarketingProfs).

Reach out to our team to learn more about how to align your sales and marketing teams with Madison Logic and HubSpot!