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Case Study

Akamai Influences Buying Committee Decisions with Data-Driven, Full-Funnel ABM

Mark Redstrom
May 29, 2024 3 MIN Case Study


The Challenge

In today’s increasingly digitally dependent world, building and delivering a secure digital experience is essential to success and growth for all companies across all sectors. Serving as the Senior Digital Marketing Program Manager at Akamai Technologies, Max Kaskons oversees the strategy and execution of digital programs across its security and cloud computing campaigns. As Akamai continues to help make a safer and more connected world, Max works cross-functionally to ensure their digital activations promote the value its solutions provide in those efforts.

Faced with longer buying cycles and larger buying committees, Max understood the need to implement multi-channel account-based marketing (ABM) to surround buying committee members and influence their purchase decision with a full-funnel approach that delivers exactly the right information they need at the right time and in the right place. He also realized the need for intent data to identify in-market accounts and buying committee personas, along with the content that would engage them the most. Max needed an ABM partner that would enable him to activate these data-led campaigns and demonstrate the success of those efforts.

“One of the biggest benefits of ABM for me is that it’s fully aligned from marketing all the way down to sales, and we know exactly which accounts we should be targeting and are laser focused on getting results with those cohorts of accounts.”

The Solution 

With Madison Logic, Max found a trusted partner that enables him to accelerate the buying journey with a unified, multi-channel approach.

It all starts with ML Insights, a combined data set that provides Max with a holistic signal of the companies demonstrating the highest propensity to purchase. And when combined with their first-party account insights, the intent data from ML Insights allows Max and his team to not only prioritize in-market accounts, but also identify accounts not yet ready to make a purchase to build more brand awareness with.

From there, Max and his team engage target accounts with a multi-channel approach by running ABM Display Advertising and ABM Content Syndication programs in parallel. This allows the team to make more data-informed decisions to surround buying committee members with the right content based on where they are in their buying journey.

“The intent data that we get from ML Insights is really just the icing on the cake for me. It allows us to add an additional layer of intelligence to every program that we’re running.”

The Results 

Max credits Madison Logic for helping his team drive quality site traffic, engage new accounts, and lower cost per lead with their multi-channel programs. The team has seen more engaged contacts coming through their programs with higher click-through rates and more leads. He views Madison Logic’s dedicated customer support team as a significant value add and contributing factor to his team’s continued success.

“I would certainly recommend working with Madison Logic to others, and I’ve definitely done so in the past. I think the combination of intent data, lead quality, and just general expertise in the account-based marketing space, not to mention the fantastic support that you receive from their teams, makes it a no-brainer to partner with Madison Logic.”