Case Study: Shell Lubricant Solutions improves ABM targeting and sales alignment with Madison Logic

How Shell Improved Marketing and Sales Alignment

Shell Lubricant Solutions, a global provider of lubricant solutions for industrial applications, needed a stronger account-based marketing (ABM) strategy to engage a diverse audience ranging from C-suite executives to plant managers and procurement specialists. To improve targeting and messaging, the team turned to Madison Logic for more detailed intent data and account insights, including ML Insights, ABM Content Syndication, and ABM Display Advertising.

With Madison Logic’s data-driven platform and strategic guidance, Shell Lubricant Solutions was able to prioritize accounts more effectively, tailor content to different buyer personas, and better align marketing with sales. The result was more focused account targeting, improved marketing and sales collaboration, and faster progression through the sales pipeline, with Shell noting that its ABM efforts became much more strategic, efficient, and hyper-targeted.

Shell Lubricant Solutions

Katrina Kilgas

B2B Media Manager