Madison Logic Puts Lead Gen Info to Use for B2B Ads

Madison Logic has been collecting behavioral data on executives who download business white papers for some time. Now the company wants to help B2B clients like AT&T, IBM, and Cisco put the data to use for online ad targeting and marketing automation.

When someone downloads a white paper on security products, for instance, it indicates she is in the market to buy them. In addition to collecting behavioral data through paper downloads, the company also gathers it through partners who run business conferences and sell Madison Logic conference registration data and other information. The system can surface contacts at particular companies who have expressed an interest in specific topics.

While behavioral advertising is common in consumer-aimed marketing, B2B marketers often use registration data they’ve gathered to send follow-up emails or contact execs in ways other than online ads. Madison Logic matches in-market exec email addresses against cookie data to determine online audiences who are ripe for ad targeting with business messages.

Consumer-aimed retargeting is “a little more simple because there’s an active cookie on the user,” suggested Erik Matlick, CEO of Madison Logic. “The difference with b-to-b is leads are coming in from third parties [so advertisers and ad firms] can’t drop cookies on them because the user hasn’t visited the [advertiser’s] site.”

“We’re basically putting all of this in a media package,” said Matlick. “Instead of buying leads…why don’t we send them a display ad 15 minutes after they’ve download a white paper?” he continued.

He also suggested that privacy issues aren’t contentious in B2B because users who download papers and other resources, or sign up for conferences have agreed to terms and conditions that allow for data selling and ad targeting.

A new interface lets customers log in and see potential contacts, or lets them automatically stream the in-market contacts into their marketing platforms such as Eloqua and Marketo.

Madison Logic can retarget ads to in-market execs via ad exchanges and DSPs. According to Matlick, the company has clients in the technology, marketing, human resources, business finance, energy, legal, health, and construction industries. The firm has 23 million unique profiles in its database of B2B contacts and works with around 600 advertisers, according to Matlick.

ClickZ is a Madison Logic customer.