Madison Logic Acquires BBN Ad Platform
Now the Largest Provider of “Full-Funnel” Media and Marketing Solutions
NEW YORK, NY–(Marketwired – Mar 2, 2015) – Madison Logic, the leading provider of data-driven, full-funnel B2B marketing solutions powered by Intent, today announced it has acquired the ad platform, BBN. Through the acquisition, Madison Logic adds a premier, top-of-funnel media offering to its industry-leading, mid- to bottom-of-funnel data and demand generation offering.
Tom O’Regan, CEO of Madison Logic, comments, “BBN has built the industry-best platform of B2B publishers. Madison Logic has built the largest purchase intent-powered data set. By bringing the two companies together, we can more fully meet the needs of B2B marketers and publishers who have expressed an urgent need for a media, marketing and enterprise solutions partner that can help them optimize and manage their sales funnels, top to bottom, utilizing the leading edge formats including video, native and high impact branding solutions.”
With B2B marketers increasingly seeking to reach and engage demand among decision-making audiences as they progress along the buyer journey, Madison Logic owns and provides access to the world’s largest set of demographic and behavioral intent data in B2B marketing, leveraging over a billion interactions per month from 125 million decision makers across all industries. With the Madison Logic/BBN unrivaled data set, marketers can leverage high-ROI solutions based on mid and lower funnel targeting criteria and encompassing content syndication, email marketing, retargeting and sequential targeting.
“The acquisition makes Madison Logic the largest, most comprehensive provider of full-funnel media and marketing solutions,” states Erik Matlick, Chairman of Madison Logic. “We now deliver the most robust, vertically integrated solutions available. More importantly, marketers can increase both the scale and precision of their of brand and demand generation activities.”
Filling a Market Gap: Meeting Marketers Growing Needs in a Bigger, Broader Way
According to Ted Kohnen, CMO at global B2B agency Stein IAS, “Madison Logic is stepping into an unoccupied space in the market, and by doing so is stepping up to meet one of our clients’ most pressing needs. From tech to financial services, and industrial to professional services, clients are working hard to define the messages and content that progress prospects along the customer journey. Now, with the solutions Madison Logic can put on the table, we can seamlessly target and intersect buyers at every stage, from awareness to interest, engagement, to justification and selection, all using a single partner.”
Madison Logic’s media solutions comprise leading edge formats including video, native and high impact brand solutions viewed across all devices. Their ability to report on engagement, company size and industry allows them to study the impact awareness campaigns have on demand gen programs. Madison Logic maintains over 1600 direct publisher relationships that utilize their solution to deliver full funnel demand generation campaigns.
“Mediacom has had a successful relationship with Madison Logic in lead generation for our clients. We look forward to adding their top of funnel branding to our campaigns. We believe this acquisition fills a void in the market created when LinkedIn acquired Bizo and gives our clients the opportunity to work with the largest data driven full funnel solution in the B2B industry,” states Adam Potashnick SVP, Americas Media Director, Mediacom.
Always On Company Based Targeting: Improves cross platform and multichannel marketing
Marketers have learned that the key to effective messaging is to be there with the right message at the right time. Targeting companies and audiences is a good starting point but applying holistic “Always On” messaging campaigns, driven by intent signals, produces the best engagement rates.
Kim Chrystie, Director of Media at EMC, further states, “From a display standpoint, we are partnering with Madison Logic to target our customers with the right message, at the right time. The Madison Logic value proposition is actionable because it combines display reach with uniquely targeted, data-driven demand generation. Our goal is to drive efficient and effective inbound marketing, and Madison Logic helps us accomplish this is in a holistic way.”
Brian Gleason, CEO of Xaxis Americas, “It’s exciting to see BBN joining forces with ML. We’ve enjoyed working with BBN in the past and feel confident that the quality and scale of the ML B2B data set will enhance that. We look forward to continued collaboration and innovation across the B2B landscape.”
BBN will continue to go-to-market under the BBN brand name for the immediate future, but the end-to-end solutions offered by BBN and Madison Logic will be consolidated and sold as a unified fashion.
Madison Logic achieved record revenue and EBITDA growth in 2014. Year over year revenue jumped 75 percent in the most recent quarter ending December 2014 with International revenue growing over 200 percent at the end of fiscal year 2014. New customer acquisition more than doubled compared to 2013. Keeping up with its tradition of high profitability, Madison Logic recorded more than 800 percent EBITDA growth in 2014.
With the acquisition of BBN, Madison Logic is poised to deliver another spectacular financial performance in 2015. Q1 revenue booking run rate is up over 140 percent compared to 2014 and year-over-year revenue projected to grow more than 70 percent with a significant rise in profitability.