Today’s B2B buyers are no longer following predictable paths. They’re self-educating, looping in stakeholders at different times, and engaging across multiple touchpoints long before they talk to sales. To keep up, marketers need more than just surface-level targeting or one-off campaigns—they need a full-funnel, personalized approach that spans every stage of the buyer journey and leverages the full spectrum of owned and paid channels.
Madison Logic’s new expanded strategic partnership with Adobe aims to do just that. Through this integration, ML Insights—our market leading intent data—is now directly accessible within the Adobe Experience Cloud, enabling joint clients to orchestrate hyper-personalized outreach across owned media channels and turn buyer interest into action.
Buyers Don’t Move Linearly—Your Strategy Shouldn’t Either
Gone are the days of the straight-line funnel. Today’s B2B buyers are doing their own research, often across months and involving numerous decision-makers. According to Forrester, the average B2B purchases now includes 13 stakeholders and nearly 90% of decisions involve multiple departments.
A full-funnel approach ensures you’re not just casting a wide net at the top of the funnel and hoping for conversions. Instead, you deliver relevant, coordinated experiences at every stage—from awareness and education to consideration and post-sale growth. That means you need to activate the right message for the right audience when and where it matters most.
Personalization Fuels Relevance and Results
As modern buyers conduct independent research and navigate complex decision processes, they also expect experiences tailored to their role, industry, and needs. This level of personalization goes beyond using their name in an email—it’s about tailoring content and messaging based on account-level insights, behavior, and intent signals to demonstrate that you understand their pain points and needs.
For instance, an effective personalized full-funnel strategy might include:
- Early-stage thought leadership through a white paper or op-ed article customized by industry
- Mid-funnel product content like webinars and problem-solution eBooks addressing specific challenges
- Late-stage messaging in case studies and comparison guides aligned to buying signals or deal status
This level of relevance helps build trust, accelerates the sales cycle, and delivers a cohesive buyer experience that moves the needle and increases engagement.
Owned Channels Are an Underleveraged Powerhouse
Marketers often focus heavily on paid media to drive demand—and while it’s important, it’s not the whole picture. Owned channels like your website, blog, email program, and resource center are critical to the success of any full-funnel strategy.
When used strategically, owned channels can amplify the effectiveness of your broader marketing efforts in several ways:
- Reinforce relevance across touchpoints: When your website, nurture programs, and sales outreach reflect the same themes and insights activated through your paid campaigns, you create a more cohesive, high-impact experience that resonates throughout the buying group.
- Accelerate buying decisions: Buyers don’t just make decisions based on ads—they investigate. And when they do, your owned channels should offer the compelling, relevant, and confidence-building content they need to move forward. This is where strategic content hubs, ROI calculators, and demo videos shine.
- Deliver insights back to sales: Engagement across owned channels—especially when paired with intent signals—can help sales teams prioritize outreach and personalize follow-ups. You’re not just engaging buyers; you’re enabling your sales team with actionable intelligence.
Ultimately, integrating owned channels into your account-based marketing (ABM) and demand strategies isn’t just a nice-to-have—it’s essential for orchestrating the kind of full-funnel, personalized engagement that moves accounts from awareness to action. When owned and paid channels work together—driving traffic, reinforcing messaging, and converting interest—you create a high-performance ecosystem that keeps buyers engaged and moving forward.
Unlock Enhanced Targeting and Engagement Across the Entire Buyer Lifecycle with Madison Logic and Adobe
The Madison Logic integration with the Adobe Experience Cloud is a game changer for those looking to enhance buyer intelligence and engagement.
While the Adobe Experience Cloud manages prospect outreach through owned media channels, it lacks access to actionable intent data intelligence. Without refreshed intent data, it’s difficult to seamlessly deliver real-time customer journey orchestration and personalization. The integration allows Madison Logic intent data to flow directly into Adobe Experience Cloud, enabling real-time, intent-powered segmentation to identify and activate high-value audiences. Now you can personalize engagement across owned channels like email, SMS, and your website, while benefiting from automated weekly data refreshes that ensure outreach always reflects the most current buyer interests. This enables marketers to activate smarter, more targeted outreach across owned media that engages the right buyers faster and drives scalable pipeline impact.
Let’s take a closer look at the three key benefits of a full-funnel, owned-channel strategy with Madison Logic and Adobe:
Actionable Engagement
Too often, marketers collect intent data without fully integrating it into their campaigns. By connecting buyer insights directly to your owned-channel programs, you can create timely, relevant interactions that reflect where an account is in its journey. Whether it’s triggering an email based on content consumption or surfacing a tailored web experience, these real-time touchpoints keep high-value accounts engaged and moving forward.
Unified Targeting & Activation
True ABM success hinges on consistent, strategic targeting. A full-funnel approach allows you to align your targeting across both paid and owned channels—ensuring your message reaches the right stakeholders on their preferred platforms. This not only maximizes reach and repetition, but also supports a more connected and memorable brand experience throughout the buyer journey.
Automated Personalization
Scale doesn’t have to mean sacrifice. Today’s best B2B marketers are using automation to deliver personalized experiences across email, their website, and even SMS—based on everything from job function to real-time behavior. These dynamic programs don’t just increase engagement—they convert. Personalized owned-channel experiences are proven to lift performance across the funnel, from initial interest to closed-won deals. Salesforce research finds that 80% of B2B buyers expect personalized interactions from their vendors, and 77% say their purchase decisions are influenced by targeted relevant content. What’s more, McKinsey finds that personalization strategies can boost B2B marketing ROI by up to 300% when effectively implemented.
From First Click to Closed-Won: Meet Buyers Where They Are at Every Step
You can’t afford to rely on fragmented tactics or outdated models. By orchestrating a personalized, full-funnel approach that activates owned channels alongside paid ones, you gain the control, flexibility, and visibility needed to engage the full buying committee, influence decision-making earlier, and drive pipeline and revenue—not just leads.
Ready to connect buyer insights and actions in real time to drive more personalization and higher engagement? Request a demo or contact your Madison Logic representative to learn more.
