Madison Logic, a provider of B2B marketing services, has launched an account-based marketing suite.

Dubbed Activate ABM, the platform aims to help B2B marketers leverage intent data to define company targets, retarget website visitors and use predictive targeting.

"B2B marketers need better digital marketing solutions to help them identify the right audience at the right companies across the marketing funnel," said Sonjoy Ganguly, senior VP of product at Madison Logic, in a statement. "While the programmatic ecosystem is focused on reaching individuals for consumer based advertising goals, enterprise decisions are made by multiple decision makers. Because of this, the new generation of account-based marketing solutions are designed to reach groups of individuals at target companies."

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Digest...

That’s a key problem predictive lead scorer Fliptop hopes to solve with its announcement today of an “account-based marketing” solution. Fliptop’s announcement is intended to position the company as the provider of one key piece in the growing account-based marketing ecosystem — a filtered list of accounts to target beyond the ones you’ve already sold to or that are already in your Salesforce.

Like B2B competitors Infer and Lattice Engines, San Francisco-based Fliptop is focused on predictive lead scoring to determine which customers or prospects are more likely to respond to specific pitches.

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