Madison Logic Buys B2B Ad Network

Business-to-business competitors now realize the importance of marketing when it was once thought to be crucial only in B2C commerce. But as it turns out, buyers demand an easy-to-use and enjoyable shopping experience, sometimes even more so than traditional consumers. Madison Logic’s latest announcement is part of efforts to strengthen suppliers’ online communications with buyers to offer that experience.

Business-to-business marketing and data analytics solutions provider Madison Logic revealed Monday (March 2) that it has reached an agreement to acquire a company that will add B2B advertisement services to its offerings.

Reports say Madison Logic will purchase BBN Solutions, which currently hosts about 1,600 B2B ad publishers. According to Madison Logic CEO Tom O’Regan, the acquisition will “provide a huge, powerful combination to satisfy our current clients and, more importantly, bring on new customers.”

While BBN publishers will have access to Madison Logic’s cloud-based Lead Focus system, which manages registration for white papers, the ad platform will boost Madison Logic’s existing marketing infrastructure. The company specializes in the application of “purchase intent data” to customize marketing campaigns for B2B procurement officers.

The company says it targets more than 125 million B2B purchasers every month in an array of industries including technology, healthcare, financial services and marketing services. According to O’Regan, Madison Logic trumps the competition because instead of using demographics data to guide marketing efforts, the firm uses intent data, something he describes as a “more effective marketing strategy.”

Madison Logic analyses the purchase intent data to design marketing campaigns using email, display ads, content marketing and other online techniques, reports say.

While each brand will remain independent, O’Regan said that the two will offer a single, combined end-to-end service for business customers. Financial details of the acquisition were not revealed.

The takeover follows just several months after Madison Logic divested its data operations as the separate Madison Logic Data.