Transforms campaign and buying committee insights into real business results
Madison Logic, the leading global digital Account-Based Marketing (ABM) activation platform, announced two strategic innovations that address a critical challenge for enterprise marketers —turning complex buying committee insights into meaningful engagement that drives revenue. The first is an expanded Gong integration featuring ML SmartReach™ that transforms engagement signals from Madison Logic campaigns into generative AI-powered outreach content, enabling sales teams to engage accounts with messaging directly informed by their demonstrated buying behaviors. The second is the release of Buying Group Identification and Engagement Reporting, a new feature that streamlines how teams track and report on key decision-maker engagement across the buying committee to influence strategy decisions more effectively.
buying generation now includes more stakeholders in the decision-making process conducting more research before meeting with sales,” said Dorothy Young, CCO at Madison Logic. “These enhancements bring sales and marketing teams closer together by giving them insights and tools that make their work faster, easier, and more effective. For enterprise marketers dealing with longer sales cycles and larger committees, being able to quickly spot the key decision-makers and reach out in a personalized way is a significant advantage.”
“For enterprise marketers dealing with longer sales cycles and larger committees, being able to quickly spot the key decision-makers and reach out in a personalized way is a significant advantage,” said Dorothy Young, CCO at Madison Logic.
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The enhanced Gong integration with ML SmartReach builds upon Madison Logic’s existing partnership with the revenue AI leader to convert Madison Logic’s buyer intelligence into actionable strategies in Gong Engage. It introduces AI-driven personalized outreach content within the Gong Revenue AI platform, using Madison Logic insights to craft personalized, on-brand emails and messages that help sellers advance deals.
“Winning in modern B2B sales means translating intelligence into results,” said Liz Ronco, SVP of Product at Madison Logic. “By connecting deep buying group insights from our proprietary intent data and ML SmartReach’s AI-driven content generation capabilities directly into sales workflows through Gong, we’re bridging the critical gap between marketing data and sales execution. These new solutions empower revenue teams with the right message for the right decision-maker at exactly the right moment.”
The new Buying Group Identification and Engagement Reporting solution addresses the fundamental challenge of understanding engagement dynamics across the entire buying committee. This solution allows marketing and sales teams to track engagement with client-configured buying committee members across multiple business units and campaigns, monitor how each stakeholder engages across channels, and pinpoint specific decision-makers needing additional attention. With Forrester research indicating that engaging three or more buying group members can improve sales conversion rates by 20-50 percent—the need to understand the role each decision-maker plays in a purchase process is increasingly critical.
“Understanding how each member of buying generation engages across channels is no longer a nice-to-have—it’s essential,” adds Ronco. “Our solution now gives marketers a more complete view of buying group activity, so campaigns can deliver more relevant messaging to the right people and focus efforts where they matter most.”