Programmatic advertising uses automated bidding to buy ad placements at scale across publishers and networks. Unlike search advertising (where you bid on keywords) or social advertising (where you target by behavior or demographics), programmatic advertising lets you target by company, account, and buying intent.
B2B events (conferences, workshops, user groups, virtual webinars) are high-intent environments. Attendees are in learning mode, surrounded by peers and competitors, and actively evaluating solutions. Events create unique opportunities for relationship-building and deal acceleration.
Account-based retargeting bridges the gap between intent detection and conversion. Where traditional retargeting shows ads to anyone who visits your site, account-based retargeting (ABR) re-engages target accounts that have already shown buying signals or entered your funnel. This playbook walks you through setting up a multi-touch ABR campaign that drives qualified pipeline and shortens sales cycles for accounts you’ve already identified as high-value.
Land-and-expand is the most efficient path to SaaS growth. You land a small deal with one department or use case, then expand to other departments and use cases as they see the value. A customer might start with $10k annual spend on Sales enablement, then expand to Marketing ($15k), then to Operations ($8k), eventually reaching $100k+ ARR.
Channel partners are your extended sales force, but they operate with incomplete information about your target accounts. Many partners lack visibility into which accounts have shown buying intent, who the decision makers are, or where in the buying journey those accounts sit. This creates friction: partners pursue low-fit opportunities while ignoring high-intent accounts in your sweet spot.
Expansion revenue, also called net revenue retention (NRR), comes from existing customers. The most profitable growth comes from customers you’ve already sold to, have support relationships with, and understand deeply.
The dark funnel is the research and discovery happening outside your visible marketing channels. It includes LinkedIn searches, Slack conversations, private Discord communities, internal Slack chats about your company, peer reviews on G2 and Capterra, Quora threads, Reddit discussions, and countless other spaces where prospects evaluate solutions without ever visiting your website.
Triblio earned its reputation as an accessible account-based marketing platform for mid-market B2B teams. The platform bundles account selection, intent data, email orchestration, and campaign management, making it possible to launch ABM programs without extensive engineering resources.
Partner-led growth (PLG) has emerged as critical go-to-market motion alongside direct sales and product-led growth. Companies using partners to build revenue growth outpace those relying on direct sales alone. Partner-led growth software enables companies to recruit, enable, and scale partner networks efficiently.
Nearbound marketing represents a shift in B2B go-to-market strategy. Rather than building all-in-house demand generation, companies orchestrate customers, partners, and channels to reach target accounts. Partner recommendations carry more weight than direct vendor messaging.
Madison Logic has long served as a trusted partner for B2B demand generation and account-based advertising. Their platform combines first-party intent data with media buying capabilities, allowing teams to reach high-value accounts at scale. However, as the ABM market has evolved, new alternatives have emerged offering comparable or superior functionality across intent data integration, programmatic buying, and account targeting precision.
IP targeting has become a cornerstone tactic in B2B advertising and account-based marketing. Rather than target individuals by cookie or email, IP targeting identifies companies visiting your website, then delivers ads to company IP ranges. This enables precise account-level advertising without relying on individual identity.