Wyng: Jeff Soriano, Senior Director of Demand Generation


The Situation

Wyng tested Activate ABM™ against other account based marketing strategies. Most important to Wyng were two criteria, finding prospects that fit the company’s ideal customer profile (ICP) while deepening the account penetration of those accounts.

Madison Logic’s account based marketing was able to identify accounts that were surging in interest on the topics most important to Wyng and target the key influencers in those accounts with Wyng’s content marketing assets.

 

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Results: Ideal Customer Profile

 

From these surging accounts, Madison Logic was able to generate results that exceeded those of other vendors. Fully 85% of the leads that Madison Logic’s account based marketing program delivered fell into Wyng’s ICP versus a mere 53% match from other vendors.

 

ICP Results Graph

AP Results Graph

 

Results: Account Penetration

 

What’s more, Madison Logic’s surging account program resulted in a 100% increase in account penetration versus the account penetration Wyng received from other vendors.

 

 



 

Conclusion

 

With new technologies crowding the market, B2B marketers are finding it increasingly difficult to identify and target a well-defined ICP. As buying committees grow in size and change in composition it most B2B marketers struggle with deepening their account penetration. Madison Logic’s Activate ABM™ combined with its surging accounts data was able meet and exceed Wyng’s expectations.

 



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