B2B buying decisions have become increasingly complex. Multiple stakeholders across different regions research solutions on their own terms. They stream content during lunch breaks, listen to industry podcasts on their commutes, browse LinkedIn between meetings, and consume content across various devices throughout their day.
The challenge runs deeper than just reaching dispersed teams. Gartner research reveals a sobering reality: B2B buyers spend only 17% of their total purchase journey actually meeting with potential suppliers. When you’re competing against multiple vendors, that shrinks to just 5% of a buyer’s time with any single provider. The other 95%? That’s when buying committees research independently, debate internally, and form opinions without you in the room.
For marketing teams, this creates a significant challenge: How do you effectively reach and engage these dispersed buying groups with consistent messaging across channels and regions?
The Global ABM Challenge
The shift to hybrid work has fundamentally changed how buying committees operate. With 48% of employees now working remotely at least part-time—up from 30% pre-pandemic—buying committee members are no longer gathered in conference rooms making decisions together. They’re scattered across home offices, co-working spaces, and traditional offices, consuming content on their own schedules and preferred devices.
Most account-based marketing (ABM) providers still face significant limitations in reaching global audiences. When reach varies unpredictably across regions and channels, the downstream effects compound quickly. Instead of a coordinated journey that builds momentum, they see random touchpoints that don’t connect. Worse, these gaps make it nearly impossible to measure what’s actually driving pipeline versus what’s not reaching your audience. Marketing teams end up with regional vendors and channel-specific tools, burning time on logistics instead of strategy.
The result? Disjointed customer experiences, inefficient spending, and missed opportunities to connect with key decision-makers at critical moments in their buying journey.
Introducing Global Connected TV + Audio from Madison Logic
We’re excited to announce the global expansion of Madison Logic’s connected TV (CTV) and audio advertising capabilities. This major evolution changes how digital marketing teams can connect with buying committees worldwide.
This expansion adds premium, programmatic connected TV and digital audio inventory to the ML Platform, available across all major global regions. B2B marketers can now run truly integrated ABM campaigns that reach in-market accounts anywhere in the world, across billions of devices, all powered by ML’s proprietary intent data.
Why This Matters for B2B Marketers
The modern B2B buying journey requires marketing teams to engage committees across multiple channels and devices. The streaming revolution isn’t slowing down as Comscore’s 2025 State of Streaming Report shows CTV streaming now reaches 96.4 million households, adding nearly 850,000 new homes in just the past year. Your buying committees are part of this massive shift, consuming content on their terms, whether that’s catching up on industry news during lunch or unwinding with their favorite shows after a day of vendor evaluations.
Audio advertising tells a similar story. Whether it’s a CFO listening to financial podcasts during their morning run or a developer streaming music while coding from home, audio ads offer unprecedented access to engaged audiences in moments traditional B2B marketing could never reach.
As younger generations increasingly influence purchase decisions, reaching these audiences through streaming services and podcasts has become essential. Madison Logic’s global expansion of CTV campaigns and audio advertising removes the traditional barriers that have limited ABM effectiveness across regions. You can now:
- Run omnichannel campaigns across connected TV, streaming audio, display advertising, LinkedIn ads, and content syndication from a single advertising solution to the right audience
- Increase efficiency of ad spend by focusing resources on target audiences showing active purchase intent
- Track unified account engagement and cross-channel performance across all channels and regions
- Reach younger buying committee members through their preferred content formats and streaming platforms
- Scale your ABM strategy without sacrificing precision or performance
Key Benefits of Global CTV + Audio
Global CTV and Audio gives B2B marketers a unified, intent-driven way to reach and influence buying committees worldwide—connecting scale, intelligence, and measurement to drive more meaningful pipeline impact.
Global Scale Across Billions of Devices
With this expansion, you can reach buying committees worldwide across the multiple devices they use every day. Whether they’re streaming their favorite shows, listening to industry podcasts, researching solutions, or engaging on professional networks, you can deliver consistent messaging that builds awareness and drives consideration across the customer journey.
Unified Multi-Channel ABM Activation
Run seamless campaigns with CTV, audio, display, content syndication, and LinkedIn ads all in one place. This unified approach eliminates the need to manage multiple platforms, vendors, and measurement systems across regions. You’ll save time, reduce complexity, and improve campaign effectiveness by serving audio ads or relevant connected TV advertising to the audiences most likely to buy.
Intent-Driven Targeting Capabilities
What truly sets this offering apart is the power of ML Insights. Unlike traditional CTV and audio advertising, which rely primarily on broad demographic targeting, Madison Logic enables global marketing teams to reach accounts with active purchase intent across these channels. This precision ensures your media investments focus on the accounts most likely to convert.
Account-Level Performance Metrics
Madison Logic provides unprecedented visibility into account-based campaign performance. Track account-specific impressions and video completion rates alongside downstream engagement metrics like website visits and account exposure time. Most importantly, connect your connected TV and audio advertising investments directly to pipeline generation and revenue impact. This level of near real-time measurement transparency helps you understand exactly which accounts engaged with your campaigns and how that engagement influenced their customer journey to pipeline and revenue.
This expansion represents a significant advancement in how B2B marketers can execute and optimize account-based marketing strategies at scale. By connecting reach, scale, and intelligence across channels, Madison Logic enables you to surround buying committees wherever they watch, listen, work, or research.
The result? Increased reach, deeper engagement, and a more meaningful pipeline from your digital advertising campaigns across your target markets on a global scale.
Taking the Next Step
Our ABM Connected TV and ABM Audio Advertising capabilities are now available to marketing teams worldwide, with expanded coverage across EMEA and Asia Pacific. As B2B buying committees evolve in how they research and make purchase decisions, the ability to reach them across all relevant channels will become increasingly critical for marketing success. Marketing teams can now use CTV advertising campaigns or podcast ads to stay top of mind with their target audience outside North America.
To learn more about how Madison Logic’s expanded global CTV and Audio capabilities can help your organization drive higher account engagement, contact your Madison Logic representative or schedule a demo.
