A Review of Madison Logic’s Advertising Network

Posted: May 27, 2011 by David Lamont in Reviews
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Madison Logic is an advertising network that allows marketers to promote white papers and other resources across 150+ IT-centric web sites including PC Mag and Security Focus, but excluding TechTarget. The bigger publishers use Madison logic on select sites, typically for white paper portals.  Madison logic also promotes using email to their subscriber list and through their own web site, Findwhitepapers.com.

Web site visitors self-select the categories and topics for white papers they wish to view. There categories dedicated to Storage, Enterprise Applications, Data Management to name a small few.  Each category has multiple topics. When in a topic area the web visitor is presented with a dynamic list of white papers that’s hundreds of items long. Although the list is searchable, a list that size is not practical for browsing so top-of-list placement is critical to exposing your resources.

To get the advertised resource, the visitor completes the (Madison Logic generated) form. Subscribing in that way identifies them as a sales lead. They are now on the Madison Logic email list and if the subscriber meets the advertiser’s predetermined criteria, their contact details are delivered by spreadsheet to the advertiser on a weekly basis.

Advertisers pay per lead, not for clicks. General leads start at $30 each with additional charges for filters. Filters include company size, country and job function. Leads that fit your criteria are delivered weekly. Subscribers that don’t fit your criteria still get your resource and are added to the Madison Logic email list, but you don’t get their contact details.

Advertisers place an insertion order and either get approved credit or pay by credit card. If you have available budget, Madison Logic will want to use it to generate leads. That determines when and where your resources are promoted. The advertiser provides input about the categories under which their resources will be placed. Madison Logic also reports the sources of the leads.

What do I like about networks? In general, networks allow Marketingsage to run adverts for clients in places that are unlikely to make the cut for a dedicated campaign. For example, the publication may be a marginal fit for our client and/or the price of entry may make a dedicated campaign too risky relative to our other options. A network mitigates the risk because the adverts are funded from one central budget that’s easily reallocated to other publishers within the network.

I am however, very wary of some networks because of bad experience with Marchex AdHere (Industrybrains). We have stopped doing business with them.  Pay-per-click networks are too open to manipulation and fraud.

What do I like about Madison Logic’s program? I generally prefer pay-per-lead programs because they mitigate clients’ risk when they don’t have a record of results with a particular publication. I also like the filter options and the CPL is reasonable, at least compared to TechTarget. The Madison Logic salesperson with whom I spoke was professional. He dealt with my barrage of questions in a very factual way and skipped the BS so common among advertising salespeople. These are all important factors because we and our clients want sustainable, mutually beneficial relationships.

What don’t I like about Madison Logic’s program? I don’t like the idea of my (clients’) resources being used to generate leads for someone else. It’s not that the leads are shared (as far as I know), but someone who is attracted to my resource also ends up on the mail list for other advertisers’ promotions. Clients don’t have that sharing issue when a prospect fills in a Marketingsage form.

Are the sales leads any good? I expect you’d like a yes or no answer, but in this case the answer has to be client specific.  The fact that an advertising program delivers leads with valid contact information does not necessarily make these leads good sales prospects. What works well for one client may not work as well for another. The variable is usually the client.

At Marketingsage we optimize lead generation programs for individual clients, their products, their target prospects, their resources, and their budget. We factor in the price a client currently pay for leads and the current opportunities available with each publisher. We strive to lower the cost of quality leads and we will take advantage of client-relevant editorials and special advertising deals when they present themselves. More information about our methods is available at marketingsage.com

About the Author

David X. Lamont is an accomplished marketer of IT products and a partner at Marketingsage, a PR and lead generation firm that specializes in marketing data storage, data management and enterprise software products. He can be reached by email at blog [at] marketingsage.net. Fellow marketers and IT professionals are invited to join his network on LinkedIn and to subscribe to this blog (see sidebar).

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