Measure the impact of MLI

Summary

The purpose of this page is to showcase the benefits of running ML Insights programs. Below you will be able to find key definitions related to these two technologies as well as guidelines on how to interpret MLI Impact graphics within the ML Platform.

What is an ML Insights (MLI) Program?

Any program that leverages our proprietary data streams from our insights tool, called ML Insights, to prioritize the accounts in your Target Account List that are most likely to be interested in your product. This technology helps your team achieve a higher engagement rate and, therefore, better ROI on your marketing budget.

Here are some ways how leveraging ML Insights can help your team:

• Prioritization - Narrow down your Target Account List by prioritizing accounts with the highest MLI Score (more information on MLI Score in the section below)

• Discovery - Build a Target Account List by leveraging ML Data Cloud and ML Insights topics

• Real-Time Optimization - Prioritize accounts from your CRM/MAP to engage with the ones who are most likely to convert

How are programs prioritized using ML Insights?

ML Insights allows marketers to effortlessly identify in-market accounts, prioritize the right individuals to engage within the organization, and the content most likely to accelerate the sales cycle for that audience.  The composite score created from ML Insights (MLI Score) makes it easy for enterprise marketers to activate their data with today's leading sources of in-market research, including: 

• Historical Performance: Madison Logic's proprietary data uncovers the buying centers actively engaging with content and advertising relevant to your solution.  

• B2B Research: Third-party intent provides marketers visibility into the accounts consuming web content on specific products or solutions across thousands of websites. 

• Install Base: Technographic data highlights an account's investment in complementary or competitive hardware and software applications

The score range is expressed as the MLI Score per account and topic, in the range 0 - 100, and represents the propensity to purchase. When the MLI score for an account crosses the threshold of 60 for a specific product or topic, we deem that account as moving in market for that product.    

What is a Dynamic Targeting Program?

A program that leverages CRM/MAP integrations by periodically refreshing your Target Account Lists to engage with accounts at pivotal stages in your Sales pipeline. Dynamic Targeting is the most comprehensive approach to dynamically target, nurture and convert accounts at every stage of the buyer’s journey through an “always-on” cross-channel strategy. 

How does Dynamic Targeting improve every stage of the buyer’s journey?

Dynamic Targeting enables marketers to optimize the account experience across the sales cycle through: 

• Account Optimization: Leverage 1^st party signals from your CRM/MAP and ML Insights to dynamically target the accounts most likely to engage and convert 

• Cross-Channel Program Optimization: Deliver personalized messaging and content into the right personas at the right time  

• Pipeline Optimization: Easily understand how accounts are progressing through your pipeline to improve marketing decisions and increase ROI 

What is a Basic Program?

A program not utilizing either ML Insights or Dynamic Targeting.

What are the Benefits of running Dynamic Targeting & MLI Programs?

As stated above, both Dynamic Targeting and MLI help reach the accounts that are most likely to engage and convert, therefore allowing your team to focus budget and efforts on more tailored and effective marketing strategies.

MLI Programs can use any set of accounts and then prioritize using Madison Logic’s proprietary data tool, ML Insights. Dynamic Targeting Programs are solely focused on accounts being refreshed from CRM/MAP, and then use that data to enhance and accelerate the buyer’s journey.

The impact and benefit of leveraging these technologies can be visualized in ML Platform. The default dashboards show the lift a program receives in comparison to a control program that did not use either of those technologies.

What is a Control Program?

Control Programs are created by Madison Logic as a benchmark to illustrate the ABM targeting performance of similar B2B companies not leveraging MLI or Dynamic Targeting.

In order to contextualize and normalize the data that goes into creating comparable programs promoting very similar products, we factor in things like your industry, the industry you’re targeting, the company sizes targeted, the channels you’re running on, budget, and duration to craft a custom control group specific to each program you’re running.

Impact of MLI on Engagement

To measure the impact on your program’s Account Engagement, visit the Performance tab to review the Impact of MLI on Engagement.

Here, you will be able to compare your program’s engagement against a control program. A positive lift value indicates that your ML Insights program is performing better than the competition.

Open

Impact of MLI on Pipeline

To identify the impact MLInsights has on your sales pipeline, visit the Pipeline tab.

The performance details section shows how many accounts were prioritized by ML Insights based on their MLI Score.

• MLI Score rates the target prospects' "propensity to purchase" on a per topic and per account basis from the account response to our proprietary intent data streams on ML Insights.

• If you provided an original target account list, here you will be able to see how ML Insights narrows down your list to only target the accounts with the highest propensity to buy.

Open

The main graph on the right helps visualize the impact that ML Insights has on your Revenue and Pipeline

• The pipeline graph shows the impact of MLI on your overall funnel compared to a control program not prioritized with MLI
  
  

• It shows the impact that MLI has on KPIs like days to close, average order value, and opportunities closed, and compares your performance to a control program.
  
  

What if I am not running Dynamic Targeting and ML Insights Programs?

Programs not running Dynamic Targeting or ML Insights are what we define as Basic programs. Madison Logic strives to help our clients tailor the most effective targeting strategy to maximize their ROI. For this reason, we include an ML Insights-powered control program for both your Performance and Pipeline view with the goal to visualize the effectiveness of your Basic program as if it were leveraging ML Insights.