Cutting Through the Noise: Key Takeaways from Madison Logic at B2BMX West

Last week, the 2025 B2B Marketing Exchange West event in Scottsdale, Arizona brought together the top B2B marketers and revenue leaders for insightful keynotes and meaningful conversations. Attendees were able to openly discuss what’s working, what isn’t, and the tough lessons learned along the way. It was a space where everyone rolled up their sleeves to dive into actionable strategies that drive real results, all while offering a glimpse into the future of B2B marketing and sales. 

Madison Logic was honored to be both a sponsor and speaker at this year’s event. We used the opportunity to not only feature the innovative strategies our clients are using to transform their approach to more strategic account-based marketing (ABM) but also launch our ABM Certification program to empower other marketers to advance their own brands and careers. 

Read on to learn the top takeaways from our session, “The New ABM Playbook: How Logitech & Genesys Cut Through the Noise to Drive Pipeline,” with Adam Sharrard, Sr. Manager, Global Paid Media of Genesys; Chelsea Withrow, Global Head of Digital Marketing & Insights of Logitech; and Chris Malito, RVP of Sales at Madison Logic.  

Better Targeting Leads to More Focused Resources 

Trying to “boil the ocean” or spread your resources too thin can quickly drain any ABM budget with little return. Something not everyone understands about ABM is that it’s not about targeting every account you can—it’s about focusing on a smaller set of high-value accounts and paying close attention to the right stakeholders within those organizations.  

 

 

As buying committees grow larger and more complex, it’s become even more critical to understand the varying roles and perspectives involved in the decision-making process. Casting a wide net, where sales teams cold outreach to anyone matching a semblance of the company’s ideal customer profile alongside their dream list of potential clients, leads to either complete silence or wasted hours due to the product not fitting the tech stack or the prospect not being in market for a solution. Marketers are the key resource team for campaigns, as they have a deeper understanding of how to turn sales’ “dream list clients” from a list of names into a target account list that’s actually in-market. Marketers can begin to optimize campaign efforts by leveraging intent data and precise targeting to prioritize high-value accounts that are actively in-market.  

The focus on fewer, high-priority accounts leads to more efficient and effective marketing motions, as marketers can focus on hyper-personalization that drives higher quality engagement. Aligning with sales provides marketers a “gut check” on other factors that intent data may not be showing, such as sales teams’ outreach efforts that are tracked in their customer relationship manager (CRM). Collaborating with sales also provides marketers confidence that they’re targeting the right accounts and engaging the right buyer personas across buying committees, as well as ensuring everyone understands intent signals, lead scoring, and the lead handoff process. This approach allows both teams to invest strategically, optimize budgets, and drive higher conversion rates, ultimately boosting revenue.  

Action Item: Work closely with sales to align on priority accounts and map out key stakeholders within each buying committee. Develop tailored engagement strategies based on data that deliver personalized messaging and ABM content to the right personas at the right time, ensuring a more strategic and efficient use of resources. 

A Well-Rounded Strategy Has Messaging for the Entire Account 

As Chelsea Withrow, Global Head of Digital Marketing & Insights of Logitech, notes, “The most senior title is not always the strongest influencer. Sometimes, it’s the manager level doing the research and influencing the shortlist of vendors.” That’s why, when it comes to personalization, you need to have a “head to tail” approach by analyzing the entire account’s pain points and needs to then lock into what each person needs to keep them moving through the sales funnel.  

 

 

In B2B sales, decisions aren’t made by just one person: they involve multiple stakeholders across different levels and departments. While C-suite executives or director-level leaders may have the final say, mid-level managers and end users (the people who would use your product every day) often drive research and vendor selection before a shortlist even reaches leadership. This creates a complex decision-making process, where each stakeholder has their own priorities, concerns, and objectives. 

This emphasizes the importance of multi-stakeholder engagement and tailoring your messaging and content strategy to both decision-makers and any mid- or lower-level “influencers” throughout the buying journey. Engagement early with influencers, such as department leads and technical experts, allows you to build credibility and trust before it reaches the final decision-makers (the people who would sign off on adding the product to the tech stack). A well-rounded multi-channel strategy ensures you’re nurturing the right relationships at every buying stage, providing the right content and information to the right personas at the right time.  

Action Item: Identify the key personas within your target accounts’ buying committees and map out personalized content or engagement strategies for each role. Ensure your marketing and sales teams collaborate to deliver tailored messaging that resonates with both influencers and decision-makers. 

Rely on Facts Over Feelings 

In B2B marketing, data should always take precedence over opinions, and facts will always trump feelings.  

A powerful example shared at B2BMX demonstrated the impact of using data to drive ABM strategy. Genesys discovered a clear trend when analyzing the impact of ad impressions on opportunity creation: accounts with higher impression served experienced up to a 600% increase in conversion rates. This analysis, run multiple times, consistently showed that increased impressions significantly boosted pipeline impact. While impressions alone don’t guarantee success, the data highlighted their crucial role in a broader, data-driven ABM strategy. 

 

 

Tracking ABM engagement is important, but how departments show this data is just as important. Presenting data in a way that tells a compelling story to internal stakeholders, such as the marketing department itself and the sales team, as well as externally to stakeholders, is what makes or breaks how everyone understands what quality engagement looks like. Since goals are ultimately tied to pipeline impact, aligning both teams around this shared metric ensures marketing efforts translate directly into measurable business outcomes. By consistently demonstrating how strategic investments in key accounts drive revenue, organizations can foster stronger collaboration and maximize their ABM KPIs from simply being “accomplished” to actual actionable insights that continue to drive results. 

Action Item: Analyze the impact of different engagement levels (such as ad impressions) on opportunity creation within your key accounts. Use this data to identify patterns and share insights with both marketing and sales teams and consider how you would present data to larger stakeholders, such as board members or C–suite leaders. 

Turn Questions into Conversions 

Aligning marketing and sales starts with a simple yet powerful question: “What can we do for you?” This approach shifts the focus from assumptions to real needs, ensuring marketing efforts directly support sales objectives.  

 

 

Often, the answer to this question is around intent data and what kind of information is available. By providing sales teams with actionable insights, such as when a high-priority account is engaging with a competitor, marketing enables sales to take timely action. Offering a “menu of data” allows sales to select the most relevant insights for their needs, ensuring they have the right information at the right time. This approach aligns both teams around common goals, strengthens collaboration, and drives revenue by effectively targeting and converting high-priority accounts.  

Another key element of sales and marketing alignment is trust. Initially, sales teams may be skeptical of ABM, but over time, the value becomes clear through sustained engagement and patience, as immediate results aren’t always seen right away. Once sales teams witness the impact, they become stronger advocates for ABM, requesting more targeted accounts. This ongoing collaboration not only increases the amount of closed sales, but also strengthens the partnership between teams, demonstrating that alignment between marketing and sales leads to powerful results. 

Action Item: Set up regular meetings to speak with sales, whether in group meetings or one-on-one sessions with individual salespeople, to understand their specific needs from marketing and to educate them on the value of ABM. 

There’s Always Opportunities to Learn More About Marketing 

Nearly 70% of B2B marketers are actively seeking new strategies to drive revenue in today’s increasingly complex digital advertising landscape. One way to discover new strategies is through continuous learning opportunities from thought leaders and trusted brands.  

The economic uncertainty spurred on by the pandemic taught B2B businesses that the marketplace can change in an instant. With the instant transition from in office to remote work, buying committee members were constantly connected over the internet. As ABM focuses on reaching buying committee members where they are, there was a deeper reliance on internet spaces, as well as evolving opportunities to connect with buyers through connected TV (CTV) and podcast advertising.  

It also meant that buying groups became more independent in their research, often bringing four or five pieces of content to any discussion with stakeholders. And with buying groups averaging 14 to 23 members, companies need to track account behavior to ensure they can be as agile as possible. While marketers can track intent signals such as website visits and competitor research, sales teams must also proactively go after “hot leads” or find opportunities to re-engage stalled accounts.  

 

 

Madison Logic CEO Keith Turco notes that, “With the challenge of engaging prospects becoming increasingly more difficult, marketers need to take advantage of the most recent learnings and the latest tools to remain competitive.” Madison Logic has been a leader in the market for over 20 years, and we understand that as the digital advertising landscape changes, we must adapt. At B2BMX, we shared our expertise on how to apply strategy and navigate marketplace change, while adopting a thoughtful approach to drive sustainable growth. Part of this included unveiling our new ABM Certification program to further empower marketers with the skills they need to succeed. 

Madison Logic’s ABM Certification is designed to address this demand, offering a deeper understanding of core marketing principles that lead to sustainable, long-term success. By offering this program, we’re not just providing a certification, but equipping B2B professionals with the knowledge, tools, and strategic mindset necessary to lead data-driven, multi-channel ABM campaigns with confidence. 

Action Item: Leverage certification programs, like Madison Logic’s ABM Essentials Certification, to enhance your marketing expertise, stay ahead of industry trends, and equip yourself with the tools needed to drive strategic, sustainable growth in your organization. 

Memorable ML Moments 

Real insights, real strategies, and real impact—those were the biggest takeaway from Madison Logic’s sponsorship and session at B2BMX West. Here are a few more standout moments we just had to shoutout: 

Swag That Stole the Show 

We’re talking beyond the usual pens and stickers. Our swag made a statement with everything from wireless chargers and notebooks to stuffed bears and a Yeti cooler. 

In fact, someone even told us we had the best swag at the event, but we’ll let you be the judge! 

 

Sessions and Insights 

B2BMX West was packed with sessions that sparked new ideas and strategies. From deep dives into ABM to the latest trends in demand generation, including insightful talks from Roderick Jefferson on how sales and marketing can leverage AI solutions to proven tactics for excelling in the competitive B2B landscape shared by Neil Patel, the event provided practical takeaways that any B2B professional can apply right now. 

Team Collaboration 

B2BMX West provided an incredible opportunity for our team to come together, exchange ideas, and collaborate on new strategies. The experience served as a powerful reminder of the value of connection, networking, and teamwork. 

 

Make More of Your Insights with Madison Logic 

As we reflect on B2BMX West and time spent with industry leaders, it’s clear that the future of B2B marketing is driven by innovation, collaboration, and adaptability. With new strategies and fresh insights in hand, we’re excited to continue to help the leading B2B marketers convert their best accounts faster. If you’re ready to dive into how Madison Logic can help you build your ABM strategy the right way, request a demo to learn more.

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