Announcing ABM Audio Advertising: Engage the Full Buying Group, Wherever They Listen

Driving significant engagement with B2B consumers is more durable than ever. Buying committees are bigger, digital channels noisier, and inboxes overcrowded. But whereas advertising and marketing groups battle to seize consideration by means of visible channels, there’s an ignored alternative to attach with consumers by means of audio.

Madison Logic is introducing ABM Audio Advertising, our newest enhancement to the ML Platform. With focused audio placements on Spotify, SiriusXM, and different main suppliers, entrepreneurs can now successfully have interaction total shopping for committees, reaching them at distinctive occasions and locations past visible media’s attain.

Why Audio, Why Now?

The timing for ABM Audio Advertising couldn’t be extra excellent. Today’s B2B decision-makers spend a major period of time consuming audio content material—greater than every other channel. An eMarketer 2024 report notes that listeners common one hour and 45 minutes listening to digital audio each day. The shift to audio content material isn’t only for background noise; it represents centered, high-quality consideration throughout moments when consumers are unreachable by means of conventional means:

Morning commutes when executives course of data and plan their day
Workouts the place VP-level decision-makers make amends for trade information through podcasts
“Screenless moments” all through the day when consumers are mentally engaged however visually disconnected
The crucial “final mile” of affect when shopping for committee members are considering remaining selections

The knowledge speaks volumes about govt audio engagement: 83% of senior executives have listened to a podcast prior to now week, with many qualifying as “energy listeners” consuming 5 or extra hours of content material weekly. Nearly half of B2B decision-makers report that thought management content material, like that present in podcasts, immediately influences their buying selections.

While the audio panorama has exploded, B2B entrepreneurs have been sluggish to capitalize on the chance. With podcasts as the popular channel for consuming B2B content material with 43% of American decision-makers, there may be an untapped alternative to achieve consumers by means of focused ads in a low-clutter atmosphere.

What We’re Launching: ABM Audio Advertising

Madison Logic’s ABM Audio Advertising channel delivers programmatic audio adverts to exactly focused shopping for teams throughout premium stock. Unlike generic audio promoting, our resolution integrates seamlessly with our complete ABM platform, enabling true cross-channel orchestration along with your present ABM show promoting, content material syndication, and social packages.

Key capabilities embrace:

Account-based focusing on that reaches particular corporations and shopping for teams with tailor-made audio messaging throughout podcasts and streaming audio
Proprietary intent knowledge by means of market-leading ML Insights, offering granular focusing on on the account stage with in-market alerts
Cross-platform supply throughout main audio locations together with Spotify, Pandora, SiriusXM, and top-tier podcasts
Journey-based orchestration that unifies audio messaging with different ABM channels for max impression
Full-funnel measurement with direct connections to your buyer relationship administration (CRM) platform to trace influenced pipeline and income

How ABM Audio Advertising Works

Madison Logic’s ABM Audio Advertising leverages our proprietary ML Insights intent dataset to determine and attain key stakeholders at your goal accounts by means of premium audio stock:

Target the whole shopping for group inside key accounts actively exhibiting intent, pushed by analysis and media engagement conduct
Activate customized audio messaging to those accounts throughout premium audio platforms
Orchestrate audio adverts alongside show and content material syndication campaigns for a unified account expertise
Measure the impression on pipeline creation, velocity, and deal worth by means of direct CRM integration

Our platform handles cross-device and cross-channel frequency administration to make sure optimum publicity with out overwhelming your viewers. This permits subtle sequential messaging that guides shopping for committees by means of their journey—from consciousness to consideration to resolution.

Five Key Benefits for Marketers

ABM Audio Advertising doesn’t simply add one other channel to your advertising and marketing combine—it transforms your total account-based technique. Here are 5 methods entrepreneurs profit by together with programmatic audio adverts of their ABM campaigns:

1) Engage the Full Buying Committee

Audio reaches decision-makers throughout moments after they’re inaccessible by means of different channels. While the financial purchaser could also be seen by means of one channel, similar to content material syndication, different shopping for committee members usually stay within the shadows. Audio breaks by means of to those crucial stakeholders throughout commutes, exercises, and different screenless moments.

2) Strengthen ABM Orchestration

True orchestration isn’t nearly operating a number of channels—it’s about making a unified expertise throughout touchpoints. ABM Audio Advertising integrates with Madison Logic’s ML platform to make sure your audio messages complement your show adverts and sponsored content material. This creates a constant, strengthened expertise that accelerates shopping for selections.

3) Stronger Alignment Across Marketing Channels

With Madison Logic’s unified platform, your ABM Audio campaigns work in live performance with ABM Display Advertising, ABM Content Syndication, and ABM Connected TV (CTV) efforts, creating inconceivable strategic alignment with fragmented level options. This alignment extends past simply marketing campaign execution to full-funnel measurement, offering a transparent image of how every channel contributes to pipeline creation, velocity, and income.

4) Faster Creative Deployment

Audio requires fewer inventive sources than visible media, permitting for faster deployment and extra agile messaging. Without the necessity for complicated design belongings, entrepreneurs can check and iterate audio messaging extra effectively, driving quicker optimization and higher outcomes.

5) Improved Audience Connection

Audio creates a uniquely intimate reference to listeners. Research reveals audio in an omnichannel technique delivers 3.4x better connection, 1.9x better immersion, and requires 2.9x much less cognitive load than visible media alone. This means your message is extra more likely to be understood and internalized by key decision-makers in audio as a part of your omnichannel ABM packages.

What ABM Audio Advertising Means for Your Strategy

The addition of ABM Audio Advertising to Madison Logic’s platform creates highly effective new prospects for B2B entrepreneurs:

Account Acquisition: Target and purchase internet new accounts or conquest aggressive accounts by means of audio touchpoints that complement your related TV (CTV) campaigns, creating a number of touchpoints inside goal accounts from day one.
Lead Acceleration: Leverage ML Insights and intent alerts to activate audio messaging that addresses particular ache factors, delivering value-added data proper when shopping for teams are researching options.
Opportunity Acceleration: Reinforce key differentiators by means of sequential audio messaging that enhances your content material syndication, making a surround-sound impact for accounts in lively shopping for cycles.
Customer Expansion: Keep your model high of thoughts with present clients by means of audio touchpoints that complement your buyer advertising and marketing packages, driving further upsell and cross-sell income alternatives.

The most subtle ABM practitioners acknowledge that purchasing group engagement requires a real omnichannel method. And practically half of B2B decision-makers report that thought management content material, like that present in podcasts, influences their buy selections. So, seamlessly integrating audio into your ABM technique is now not non-compulsory—it’s important for full shopping for group protection and affect.

Get Started with ABM Audio Advertising

ABM Audio Advertising is now accessible to all Madison Logic purchasers. Contact us at this time for a personalised walkthrough of the way it can improve your account-based advertising and marketing technique and drive measurable pipeline impression.

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April 16, 2025 at 04:43PM