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Madison Logic Named a Leader in The Forrester Wave™: B2B Intent Data Providers, Q2 2023!

Ways to Market During Adverse Times – Create Aircover

Madison Logic Team
March 27, 2020 2 MIN Blog

Events and conferences are typically the top of the marketing budget item for most organizations. Why? This is where prospective buyers can hear directly from the organizations providing the solutions that their business needs. It has been an invaluable space for marketers to engage with key decision-makers across the industry, but the ability to leverage this offline channel has dramatically changed.  

Now marketers across the globe are having to answer the question: how can we connect with our top prospects and clients without any face-to-face or conferences? 

Create Aircover 

Thankfully, there is a solution that many B2B marketers are already using– display advertising. Especially ABM display advertising, which guarantees that you’re getting impressions from the right people at the best accounts. Madison Logic’s ABM Digital Advertising allows you to  reach all the important decision-makers at your top target accounts, even if you can’t meet them in person.  

Display ads enable your sales team to increase deal velocity because now you can reach the entire buying committee, not just one or two contacts. If all the important decision-makers already know your value prop, sales can more easily come in and close the deal. Creating this wider audience is one of many ways that marketing can empower sales to succeed, but it’s an important one.

Go one step beyond and start using paid social via LinkedIn as well. Every professional on LinkedIn is dealing with similar struggles, and right now they need reassurance that there are solutions to these challenges. Share how your brand can help to solve their problems but be sensitive and human in your outreach – no company wants to appear opportunistic when it comes to messaging during a crisis like this. 

Overall, the key takeaway is that display advertising accelerates deal velocity through the funnel and now is a great time to provide value to the market and share how your company can help other professionals succeed, no matter the situation. 

Check out Keep Calm and Carry On – Ways to Market During Adverse Times for more tips and reach out if you’re interested in learning more about Madison Logic’s global ABM platform.