In a gap-closing deal, marketing solutions firm Madison Logic has acquired B2B media advertising platform BBN.
The transaction gives Madison Logic, known for its demand generation and data services, the ability to offer “top of funnel,” or display, advertising options for B2B marketers.
“Everyone is getting into everyone else’s business,” says Madison Logic CEO Tom O’Regan. “And even though they all need to generate sales, what’s still important is repositioning, generating awareness and differentiating their products.”
In other words, as important as audience segmentation and lead-gen has become, marketers still need to make buyers aware of their products in the first place. “The same customers who were using us for demand generation were not using us for top-of-the-funnel awareness,” adds O’Regan.