5 Reasons Your Company Needs Account-Based Marketing

Every company can benefit from account-based marketing, no matter your size or target market. These are our top 5 reasons why your company would benefit from incorporating ABM tactics into your marketing strategy. If you go to any marketing conference or presentation, chances are you’ll hear about the struggles that organizations are having with aligning their marketing and sales teams. For many years, the situation looked like this: marketing reeled in leads and passed them to the sales team. The sales team established one-on-one relationships with the leads, hoping to eventually turn them into paying clients.

Spotlight

Actifio

Actifio virtualizes the data that’s the lifeblood of businesses in more than 30 countries around the world. Its Virtual Data Pipeline™ technology enables businesses to manage, access, and protect their data faster, more efficiently, and more simply by decoupling data from physical storage, much the same way a hypervisor decouples compute from physical servers.

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Server Virtualization

Digital Marketplace: The Future of E-commerce

Article | May 17, 2023

It is no surprise that e-commerce has grown dramatically in recent years. I don't want to be boring, but certainly the pandemic and a few other market factors have had a role. From ancient times, marketplaces of all shapes and sizes have served as the foundation for all types of business. As the world transforms and becomes more digital, the rise of digital marketplaces, e-commerce, and other types of online business is exploding. E-commerce marketplace platforms are rapidly expanding in the digital environment and are expected to acquire momentum as the future of e-commerce. This increase is because of the fact that online marketplaces combine user demand and provide customers with a broader selection of products. Digital Marketplaces Are the Way to the Future of E-Commerce Without a doubt, online marketplaces will dominate the e-commerce business in the coming years. According to Coresight Research, marketplace platform revenue will more than double, reaching around $40 billion in 2022. This means that by 2022, online marketplaces will account for 67% of worldwide e-Commerce revenues (Forrester). Today, the issue is not whether you sell online but how far you can reach. E-commerce offers limitless opportunities, and all you need to do is keep pace with the trends. What are you doing right now? How far can you go? Have you already made the transition from local to global? Digital marketplaces are indeed the way of the future of e-commerce. The earlier you realize this and integrate it into your sales and marketing approach, the better. I really mean it. The world is changing, and your competitors are not sleeping. You cannot overlook this trend if you really want to stay ahead. It's all about the people in business, as it has always been. Understanding who you're pitching to is critical to your success. You should be aware. Everything you do in business should get you closer to your target audience. Closing Lines: Digital marketplaces are indeed the future of commerce. People will inevitably start shopping online even more in the future. That implies methods and means will be developed to make such transactions easier for the common individual. Explore how your business might profit from these markets and trends that suggest the future of physical and online shopping.

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Virtual Desktop Strategies, Server Hypervisors

Evaluating the Impact of Application Virtualization

Article | April 27, 2023

The emergence of the notion of virtualization in today's digital world has turned the tables. It has assisted the sector in increasing production and making every activity easy and effective. One of the most remarkable innovations is the virtualization of applications, which allows users to access and utilize applications even if they are not installed on the system on which they are working. As a result, the cost of obtaining software and installing it on specific devices is reduced. Application virtualization is a technique that separates an application from the operating system on which it runs. It provides access to a program without requiring it to be installed on the target device. The program functions and interacts with the user as if it were native to the device. The program window can be resized, moved, or minimized, and the user can utilize normal keyboard and mouse movements. There might be minor differences from time to time, but the user gets a seamless experience. Let’s have a look at the ways in which application virtualization helps businesses. The Impact of Application Virtualization • Remote-Safe Approach Application virtualization enables remote access to essential programs from any end device in a safe and secure manner. With remote work culture developing as an increasingly successful global work paradigm, the majority of businesses have adapted to remote work-from-home practice. This state-of-the-art technology is the best option for remote working environments because it combines security and convenience of access. • Expenditure Limitations If you have a large end-user base that is always growing, acquiring and operating separate expensive devices for each individual user would definitely exhaust your budget. In such situations, virtualization will undoubtedly come in handy because it has the potential to offer all necessary applications to any target device. • Rolling Out Cloud Applications Application virtualization can aid in the development and execution of a sophisticated and controlled strategy to manage and assure a seamless cloud transition of an application that is presently used as an on-premise version in portions of the same enterprise. In such cases, it is vital to guarantee that the application continues to work properly while being rolled out to cloud locations. You can assure maximum continuity and little impact on your end customers by adopting a cutting-edge virtualization platform. These platforms will help to ensure that both the on-premise and cloud versions of the application are delivered smoothly to diverse groups sitting inside the same workspace. • Implementation of In-House Applications Another prominent case in which virtualization might be beneficial is the deployment and execution of in-house applications. Developers often update such programs on a regular basis. Application virtualization enables extensive remote updates, installation, and distribution of critical software. As a result, this technology is crucial for enterprises that build and employ in-house applications. Closing Lines There is no doubt about the efficiency and advantages of application virtualization. You do not need to be concerned with installing the programs on your system. Moreover, you do not need to maintain the minimum requirements for running such programs since they will operate on the hosted server, giving you the impression that the application is operating on your system. There will be no performance concerns when the program runs. There will not be any overload on your system, and you will not encounter any compatibility issues as a result of your system's underlying operating system.

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Virtual Desktop Strategies

Efficient Management of Virtual Machines using Orchestration

Article | July 26, 2022

Contents 1. Introduction 2. What is Orchestration? 3. How Orchestrating Help Optimize VMs Efficiency? 3.1. Resource Optimization 3.2 Dynamic Scaling 3.3 Faster Deployment 3.4 Improved Security 3.5 Multi-Cloud Management 3.6 Improved Collaboration 4. Considerations while Orchestrating VMs 4.1. Together Hosting of Containers and VMs 4.2 Automated Backup and Restore for VMs 4.3 Ensure Replication for VMs 4.4 Setup Data Synchronization for VMs 5. Conclusion 1. Introduction Orchestration is a superset of automation. Cloud orchestration goes beyond automation, providing coordination between multiple automated activities. Cloud orchestration is increasingly essential due to the growth of containerization, which facilitates scaling applications across clouds, both public and private. The demand for both public cloud orchestration and hybrid cloud orchestration has increased as businesses increasingly adopt a hybrid cloud architecture. The quick adoption of containerized, micro-services-based apps that communicate over APIs has fueled the desire for automation in deploying and managing applications across the cloud. This increase in complexity has created a need for VM orchestration that can manage numerous dependencies across various clouds with policy-driven security and management capabilities. 2. What is Orchestration? Orchestration refers to the process of automating, coordinating, and managing complex systems, workflows, or processes. It typically entails the use of automation tools and platforms to streamline and coordinate the deployment, configuration, management of applications and services across different environments. This includes development, testing, staging, and production. Orchestration tools in cloud computing can be used to automate the deployment and administration of containerized applications across multiple servers or clusters. These tools can help automate tasks such as container provisioning, scaling, load balancing, and health monitoring, making it easier to manage complex application environments. Orchestration ensures organizations automate and streamline their workflows, reduce errors and downtime, and improve the efficacy and scalability of their operations. 3. How Orchestrating Help Optimize VMs Efficiency? Orchestration offers enhanced visibility into the resources and processes in use, which helps prevent VM sprawl and helps organizations trace resource usage by department, business unit, or individual user. Fig. Global Market for VNFO by Virtualization Methodology 2022-27($ million) (Source: Insight Research) The above figure shows, VMs have established a solid legacy that will continue to be relevant in the near to mid-term future. These are 6 ways, in which Orchestration helps vin efficient management of VMs: 3.1. Resource Optimization Orchestrating helps optimize resource utilization by automating the provisioning and de-provisioning of VMs, which allows for efficient use of computing resources. By using orchestration tools, IT teams can set up rules and policies for automatically scaling VMs based on criteria such as CPU utilization, memory usage, network traffic, and application performance metrics. Orchestration also enables advanced techniques such as predictive analytics, machine learning, and artificial intelligence to optimize resource utilization. These technologies can analyze historical data and identify patterns in workload demand, allowing the orchestration system to predict future resource needs and automatically provision or de-provision resources accordingly 3.2. Dynamic Scaling Orchestrating helps automate scaling of VMs, enabling organizations to quickly and easily adjust their computing resources based on demand. It enables IT teams to configure scaling policies and regulations for virtual machines based on resource utilization and network traffic along with performance metrics. When the workload demand exceeds a certain threshold, the orchestration system can autonomously provision additional virtual machines to accommodate the increased load. When workload demand decreases, the orchestration system can deprovision VMs to free up resources and reduce costs. 3.3. Faster Deployment Orchestrating can help automate VM deployment of VMs, reducing the time and effort required to provision new resources. By leveraging advanced technologies such as automation, scripting, and APIs, orchestration can further streamline the VM deployment process. It allows IT teams to define workflows and processes that can be automated using scripts, reducing the time and effort required to deploy new resources. In addition, orchestration can integrate with other IT management tools and platforms, such as cloud management platforms, configuration management tools, and monitoring systems. This enables IT teams to leverage various capabilities and services to streamline the VM deployment and improve efficiency. 3.4. Improved Security Orchestrating can help enhance the security of VMs by automating the deployment of security patches and updates. It also helps ensure VMs are deployed with the appropriate security configurations and settings, reducing the risk of misconfiguration and vulnerability. It enables IT teams to define standard security templates and configurations for VMs, which can be automatically applied during deployment. Furthermore, orchestration can integrate with other security tools and platforms, such as intrusion detection systems and firewalls, to provide a comprehensive security solution. It allows IT teams to automate the deployment of security policies and rules, ensuring that workloads remain protected against various security threats. 3.5. Multi-Cloud Management Orchestration helps provide a single pane of glass for VM management, enabling IT teams to monitor and manage VMs across multiple cloud environments from a single platform. This simplifies management and reduces complexity, enabling IT teams to respond more quickly and effectively to changing business requirements. In addition, orchestration also helps to ensure consistency and compliance across multiple cloud environments. Moreover, orchestration can also integrate with other multi-cloud management tools and platforms, such as cloud brokers and cloud management platforms, to provide a comprehensive solution for managing VMs across multiple clouds. 3.6. Improved Collaboration Orchestration helps streamline collaboration by providing a centralized repository for storing and sharing information related to VMs. Moreover, it also automates many of the routine tasks associated with VM management, reducing the workload for IT teams and freeing up time for more complex tasks. This can improve collaboration by enabling IT teams to focus on more strategic initiatives. In addition, orchestration provides advanced analytics and reporting capabilities, enabling IT teams to track performance, identify bottlenecks, and optimize resource utilization. This improves performance by providing a data-driven approach to VM management and allowing IT teams to work collaboratively to identify and address performance issues. 4. Considerations while Orchestrating VMs 4.1. Together Hosting of Containers and VMs Containers and virtual machines exist together within a single infrastructure and are managed by the same platform. This allows for hosting various projects using a unified management point and the ability to adapt gradually based on current needs and opportunities. This provides greater flexibility for teams to host and administer applications using cutting-edge technologies and established standards and methods. Moreover, as there is no need to invest in distinct physical servers for virtual machines (VMs) and containers, this approach can be a great way to maximize infrastructure utilization, resulting in lower TCO and higher ROI. In addition, unified management drastically simplifies processes, requiring fewer human resources and less time. 4.2. Automated Backup and Restore for VMs --Minimize downtime and reduce risk of data loss Organizations should set up automated backup and restore processes for virtual machines, ensuring critical data and applications are protected during a disaster. This involves scheduling regular backups of virtual machines to a secondary location or cloud storage and setting up automated restore processes to recover virtual machines during an outage or disaster quickly. 4.3. Ensure Replication for VMs --Ensure data and applications are available and accessible in the event of a disaster Organizations should set up replication processes for their VMs, allowing them to be automatically copied to a secondary location or cloud infrastructure. This ensures that critical applications and data are available even during a catastrophic failure at the primary site. 4.4. Setup Data Synchronization for VMs --Improve overall resilience and availability of the system VM orchestration tools should be used to set up data synchronization processes between virtual machines, ensuring that data is consistent and up-to-date across multiple locations. This is particularly important in scenarios where data needs to be accessed quickly from various locations, such as in distributed environments. 5. Conclusion Orchestration provides disaster recovery and business continuity, automatic scalability of distributed systems, and inter-service configuration. Cloud orchestration is becoming significant due to the advent of containerization, which permits scaling applications across clouds, both public and private. We expect continued growth and innovation in the field of VM orchestration, with new technologies and tools emerging to support more efficient and effective management of virtual machines in distributed environments. In addition, as organizations increasingly rely on cloud-based infrastructures and distributed systems, VM orchestration will continue to play a vital role in enabling businesses to operate smoothly and recover quickly from disruptions. VM orchestration will remain a critical component of disaster recovery and high availability strategies for years as organizations continue relying on virtualization technologies to power their operations and drive innovation.

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Virtual Desktop Tools, Server Hypervisors

Virtual Machine Security Risks and Mitigation in Cloud Computing

Article | April 28, 2023

Analyzing risks and implementing advanced mitigation strategies: Safeguard critical data, fortify defenses, and stay ahead of emerging threats in the dynamic realm of virtual machines in cloud. Contents 1. Introduction 2. 10 Security Risks Associated with Virtual Machines in Cloud Computing 3. Best Practices to Avoid Security Compromise 4. Conclusion 1. Introduction Cloud computing has revolutionized the way businesses operate by providing flexible, scalable, and cost-effective infrastructure for running applications and services. Virtual machines (VMs) are a key component of cloud computing, allowing multiple virtual machines to run on a single physical machine. However, the use of virtual machines in cloud computing introduces new security risks that need to be addressed to ensure the confidentiality, integrity, and availability of data and services. Effective VM security in the cloud requires a comprehensive approach that involves cloud providers and users working together to identify and address potential virtual machine security threats. By implementing these best practices and maintaining a focus on security, cloud computing can provide a secure and reliable platform for businesses to run their applications and services. 2. 10 Security Risks Associated with Virtual Machines in Cloud Computing Denial of Service (DoS) attacks: These are attacks that aim to disrupt the availability of a VM or the entire cloud infrastructure by overwhelming the system with traffic or resource requests. Insecure APIs: Cloud providers often expose APIs that allow users to manage their VMs. If these APIs are not properly secured, attackers can exploit them to gain unauthorized access to VMs or manipulate their configurations. Data leakage: Virtual machines can store sensitive data such as customer information or intellectual property. If not secured, this data can be exposed to unauthorized access or leakage. Shared resources: VMs in cloud environments often share physical resources such as memory, CPU, and network interfaces. If these resources are not isolated, a compromised VM can potentially affect the security and performance of other VMs running on the same physical host. Lack of visibility: Virtual machines in cloud environments can be more difficult to monitor than physical machines. This can make it harder to detect security incidents or anomalous behavior. Insufficient logging and auditing: If cloud providers do not implement appropriate logging and auditing mechanisms, it can be difficult to determine the cause and scope of a security incident. VM escape: This is when an attacker gains access to the hypervisor layer and then escapes into the host operating system or other VMs running on the same physical host. Side-channel attacks: This is when an attacker exploits the physical characteristics of the hardware to gain unauthorized access to a VM. Examples of side-channel attacks include timing attacks, power analysis attacks, and electromagnetic attacks. Malware attacks: VMs can be infected with malware, just like physical machines. Malware can be used to steal data, launch attacks on other VMs or systems, or disrupt the functioning of the VM. Insider threats: Malicious insiders can exploit their access to VMs to steal data, modify configurations, or launch attacks. 3. Best Practices to Avoid Security Compromise To mitigate these risks, there are several virtual machine security guidelines that cloud service providers and users can follow: Keep software up-to-date: Regularly updating software and security patches for virtual machines is crucial in preventing known vulnerabilities from being exploited by hackers. Software updates fix bugs and security flaws that could allow unauthorized access, data breaches, or malware attacks. According to a study, 60% of data breaches are caused by vulnerabilities that were not patched or updated in a timely manner.(Source: Ponemon Institute) Use secure hypervisors: A hypervisor is a software layer that enables multiple virtual machines to run on a single physical server. Secure hypervisors are designed to prevent unauthorized access to virtual machines and protect them from potential security threats. When choosing a hypervisor, it is important to select one that has undergone rigorous testing and meets industry standards for security. In 2018, a group of researchers discovered a new type of attack called "Foreshadow" (also known as L1 Terminal Fault). The attack exploits vulnerabilities in Intel processors and can be used to steal sensitive data from virtual machines running on the same physical host. Secure hypervisors that have implemented hardware-based security features can provide protection against Foreshadow and similar attacks. (Source: Foreshadow) Implement strong access controls: Access control is the practice of restricting access to virtual machines to authorized users. Multi-factor authentication adds an extra layer of security by requiring users to provide more than one type of authentication method before accessing VMs. Strong access controls limit the risk of unauthorized access and can help prevent data breaches. According to a survey, organizations that implemented multi-factor authentication saw a 98% reduction in the risk of phishing-related account breaches. (Source: Duo Security) Monitor VMs for anomalous behavior: Monitoring virtual machines for unusual or unexpected behavior is an essential security practice. This includes monitoring network traffic, processes running on the VM, and other metrics that can help detect potential security incidents. By monitoring VMs, security teams can detect and respond to security threats before they can cause damage. A study found that 90% of organizations that implemented a virtualized environment experienced security benefits, such as improved visibility into security threats and faster incident response times. (Source: VMware) Use Encryption: Encryption is the process of encoding information in such a way that only authorized parties can access it. Encrypting data both in transit and at rest protects it from interception or theft by hackers. This can be achieved using industry-standard encryption protocols and technologies. According to a report by, the average cost of a data breach in 2020 was $3.86 million. The report also found that organizations that implemented encryption had a lower average cost of a data breach compared to those that did not (Source: IBM) Segregate VMs: Segregating virtual machines is the practice of keeping sensitive VMs separate from less sensitive ones. This reduces the risk of lateral movement, which is when a hacker gains access to one VM and uses it as a stepping stone to gain access to other VMs in the same environment. Segregating VMs helps to minimize the risk of data breaches and limit the potential impact of a security incident. A study found that organizations that implemented a virtualized environment without adequate segregation and access controls were more vulnerable to VM security breaches and data loss. (Source: Ponemon Institute) Regularly Back-up VMs: Regularly backing up virtual machines is a critical security practice that can help mitigate the impact of malware attacks, system failures, or other security incidents. Backups should be stored securely and tested regularly to ensure that they can be restored quickly in the event of a security incident. A survey conducted found that 42% of organizations experienced a data loss event in 2020 with the most common cause being accidental deletion by an employee (29%). (Source: Veeam) 4. Conclusion The complexity of cloud environments and the shared responsibility model for security require organizations to adopt a comprehensive security approach that spans multiple infrastructure layers, from the physical to the application layer. The future of virtual machine security concern in cloud computing will require continued innovation and adaptation to new threats and vulnerabilities. As a result, organizations must remain vigilant and proactive in their security efforts, leveraging the latest technologies and best practices to protect their virtual machines, the sensitive data and resources they contain.

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Spotlight

Actifio

Actifio virtualizes the data that’s the lifeblood of businesses in more than 30 countries around the world. Its Virtual Data Pipeline™ technology enables businesses to manage, access, and protect their data faster, more efficiently, and more simply by decoupling data from physical storage, much the same way a hypervisor decouples compute from physical servers.

Related News

MADISON LOGIC UNVEILS NEW DATA CLOUD TO ACCELERATE ABM FOR B2B ORGANIZATIONS GLOBALLY

Madison Logic | May 06, 2019

Madison Logic, the leading global account-based marketing (ABM) platform, today announces the launch of the ML Data Cloud, powering cutting-edge ABM to accelerate your pipeline and convert your best accounts faster. With state-of-the-art architecture, rich data, and a robust data gateway, the ML Data Cloud leverages data from over 20 first- and third-party sources, enabling advanced hyper-targeting based on account engagement, cross-channel performance insights, and Journey Acceleration™ across the entire customer lifecycle. This new solution leverages advanced machine learning to provide continuous optimization and marketing insights.“The intelligent application of data at scale has become critical to driving marketing efficiency and accelerating growth. However, the complexity of analyzing and employing this data has grown as well,” said Ajay Sathyanath, Chief Technology Officer, Madison Logic. “The ML Data Cloud was designed to provide a scalable and powerful platform that helps B2B marketers harness intricate analytics with ease and apply them in a way to meet their ROI goals. Through the application of machine learning and AI, the ML Data Cloud transforms the way our clients think about their marketing and sales strategies.”

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LEADING EUROPEAN ANALYST FIRM OVUM NAMES MADISON LOGIC A “LEADER” IN THEIR REPORT ON ACCOUNT BASED MARKETING

Madison Logic | June 05, 2019

Madison Logic, the leading global account-based marketing (ABM) platform, today announced that Ovum, a market-leading data, research and consulting business headquartered in the U.K., named Madison Logic a “Leader” in the Ovum Market Radar: Account-Based Marketing report. Ovum recognized Madison Logic as one of the “only companies able to support the entire ABM lifecycle, combined with CRM, marketing automation and content management systems” — citing its ability to deliver integrated insights and support omnichannel engagement with full-funnel attribution. For years, leading companies have leveraged Madison Logic’s ActivateABM platform to measure ABM effectiveness, shorten sales cycles and accelerate growth. The Ovum report highlights Madison Logic’s ActivateABM as a “data gateway to enable the marketer to find opportunities for acquisition and further development using a wide variety of data sources provided in a unified manner.” Ovum commends Madison Logic’s blue-chip client roster, noting that the company serves some of the largest global technology and finance enterprises and has a presence in all regions of the world.

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MARKETERS SHOULDN’T HAVE TO BE DATA SCIENTISTS

Madison Logic | August 20, 2019

Over the past decade, the rise of Data-Driven Marketing and Account-Based Marketing (ABM) have both followed steep trajectories, and that’s no coincidence. After all, the best ABM programs are the ones built on rich data and insights. However, the meteoric rise of data-fueled ABM has had an unintended side effect inside the marketing organization: Marketers now have to become data experts or hire them in droves. As the complexity of analyzing and employing data for ABM increased, marketers started to get lost in the numbers. While building B2B marketing teams with greater data-savvy and talent is a wise move, Marketing Executives must be careful not to overcorrect when it comes to rebalancing the skill sets within their organizations. Furthermore, they must ensure that the data talent they do have in-house is being effectively leveraged, rather than wasted on mundane data organization tasks. The simple fact is that data solutions exist within the market that can greatly simplify the process of combining sources, deriving insights and putting those insights to work in campaigns. B2B marketers should not have to become Data Scientists, and the Data Scientists they work with should be spending their time delivering real value to the bottom line. To do this, teams need to be armed with data tools that allow them to do what they do best: draw insights, build relationships and tell the right stories to the right people.

Read More

MADISON LOGIC UNVEILS NEW DATA CLOUD TO ACCELERATE ABM FOR B2B ORGANIZATIONS GLOBALLY

Madison Logic | May 06, 2019

Madison Logic, the leading global account-based marketing (ABM) platform, today announces the launch of the ML Data Cloud, powering cutting-edge ABM to accelerate your pipeline and convert your best accounts faster. With state-of-the-art architecture, rich data, and a robust data gateway, the ML Data Cloud leverages data from over 20 first- and third-party sources, enabling advanced hyper-targeting based on account engagement, cross-channel performance insights, and Journey Acceleration™ across the entire customer lifecycle. This new solution leverages advanced machine learning to provide continuous optimization and marketing insights.“The intelligent application of data at scale has become critical to driving marketing efficiency and accelerating growth. However, the complexity of analyzing and employing this data has grown as well,” said Ajay Sathyanath, Chief Technology Officer, Madison Logic. “The ML Data Cloud was designed to provide a scalable and powerful platform that helps B2B marketers harness intricate analytics with ease and apply them in a way to meet their ROI goals. Through the application of machine learning and AI, the ML Data Cloud transforms the way our clients think about their marketing and sales strategies.”

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LEADING EUROPEAN ANALYST FIRM OVUM NAMES MADISON LOGIC A “LEADER” IN THEIR REPORT ON ACCOUNT BASED MARKETING

Madison Logic | June 05, 2019

Madison Logic, the leading global account-based marketing (ABM) platform, today announced that Ovum, a market-leading data, research and consulting business headquartered in the U.K., named Madison Logic a “Leader” in the Ovum Market Radar: Account-Based Marketing report. Ovum recognized Madison Logic as one of the “only companies able to support the entire ABM lifecycle, combined with CRM, marketing automation and content management systems” — citing its ability to deliver integrated insights and support omnichannel engagement with full-funnel attribution. For years, leading companies have leveraged Madison Logic’s ActivateABM platform to measure ABM effectiveness, shorten sales cycles and accelerate growth. The Ovum report highlights Madison Logic’s ActivateABM as a “data gateway to enable the marketer to find opportunities for acquisition and further development using a wide variety of data sources provided in a unified manner.” Ovum commends Madison Logic’s blue-chip client roster, noting that the company serves some of the largest global technology and finance enterprises and has a presence in all regions of the world.

Read More

MARKETERS SHOULDN’T HAVE TO BE DATA SCIENTISTS

Madison Logic | August 20, 2019

Over the past decade, the rise of Data-Driven Marketing and Account-Based Marketing (ABM) have both followed steep trajectories, and that’s no coincidence. After all, the best ABM programs are the ones built on rich data and insights. However, the meteoric rise of data-fueled ABM has had an unintended side effect inside the marketing organization: Marketers now have to become data experts or hire them in droves. As the complexity of analyzing and employing data for ABM increased, marketers started to get lost in the numbers. While building B2B marketing teams with greater data-savvy and talent is a wise move, Marketing Executives must be careful not to overcorrect when it comes to rebalancing the skill sets within their organizations. Furthermore, they must ensure that the data talent they do have in-house is being effectively leveraged, rather than wasted on mundane data organization tasks. The simple fact is that data solutions exist within the market that can greatly simplify the process of combining sources, deriving insights and putting those insights to work in campaigns. B2B marketers should not have to become Data Scientists, and the Data Scientists they work with should be spending their time delivering real value to the bottom line. To do this, teams need to be armed with data tools that allow them to do what they do best: draw insights, build relationships and tell the right stories to the right people.

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