Madison Logic

What it is

Madison Logic is an account-based marketing platform built around paid media, not around a data model. You give it a target account list. It finds which of those accounts are researching your category, then reaches them through five channels it runs itself: content syndication, display, LinkedIn, connected TV and audio. It reports results at the account and buying-group level. The product that the platform grew out of is the syndication business. Madison Logic places your gated assets (ebooks, reports, webinars) in front of named buyers at target accounts and delivers the people who download them as leads.

The intent layer is called ML Insights. Madison Logic says it combines three sources: its own engagement history (described as 245M multi-channel engagement signals a month), install-base technographics, and third-party B2B research data licensed from Bombora. There is family history here. Bombora started as Madison Logic Data, a sister company of Madison Logic, and took the Bombora name in April 2015. In August 2025 Madison Logic added a data partnership with ZoomInfo for company and contact enrichment.

Two recent milestones matter to a buyer. In November 2025, Gartner named Madison Logic the only Visionary in its Magic Quadrant for ABM Platforms. 6sense, Demandbase and ZoomInfo were Leaders. On 9 September 2026 the company shipped AI Planner, an agent that turns a campaign goal into prioritized audiences, a channel mix and a budget split, with human approval before anything runs. Madison Logic says it is generally available to all clients. BC Partners has held a majority stake since a deal announced in December 2022 that valued the company at about $750M.

Syndication as the program

The question this page answers: 6sense and Demandbase are orchestration platforms, so what do I buy if content syndication IS the program?

Buy Madison Logic when your demand plan is a quarterly budget of paid leads from named accounts, and your team measures success in accepted leads and pipeline from those accounts. The platform does the targeting, the media buying and the lead delivery under one insertion order. You do not need to build audiences in 6sense, export them to LinkedIn, then buy syndication from a separate publisher. Before you sign, the quote shows how many leads to expect and the cost per lead. That makes budget planning more predictable than with an orchestration platform, where pipeline impact depends on how well your team runs the plays.

Do not buy it as your system of record for account scoring. 6sense and Demandbase are built to score every account and feed the forecast, sales views and plays. Madison Logic scores accounts in order to spend media against them. If your RevOps team needs predictive stages in Salesforce that reps work every day, Madison Logic is the wrong layer.

Pricing reality

Madison Logic publishes no price list, offers no self-serve tier and no free trial. What can be seen from outside:

• The HubSpot App Marketplace listing starts at $3,000 a month (last updated August 2025), covering account identification, multi-channel paid media including LinkedIn, and measurement. The listing says the figure is for display only.
• Media is sold by volume: syndication on a cost-per-lead basis, display, CTV and audio on a CPM basis, on top of a platform subscription. Third-party benchmarks put general B2B syndication at $35-$60 per lead in the US and EU and $20-$40 in APAC. ABM filters, senior titles and narrow industries push the price up.
• No public transaction data. Vendr lists the product but shows no contract median, so every number from outside the company is an estimate.

Worked estimate, marked as one: 1,500 syndicated leads a year at $55 per lead is about $82,500 in media. Add the $36,000 floor implied by the HubSpot listing, and a single-region program lands near $100,000-$120,000 a year, before display, LinkedIn or CTV spend. A narrower program can come in lower. The HubSpot listing is the floor to anchor your negotiation on.

Best for

A demand generation or marketing ops leader at a B2B company with a named target account list of 1,000+ accounts, a syndication budget already in the plan, and an SDR team that follows up on content leads within days. The scoped case where Madison Logic wins: running quarterly syndication and display programs against the same account list from one vendor, and reporting which buying-group members engaged, without licensing a separate ABM platform.

Not for

Teams with no SDR capacity to work syndicated leads; the leads decay fast. Product-led companies whose buyers show up in product usage rather than on publisher sites. Anyone who needs an account-scoring system that reps live in every day. And any team with a quarterly demand budget under roughly $25,000, where the platform floor eats most of the media.

Versus the alternatives

• 6sense — one of the two ABM market-share leaders, with Demandbase. It scores every account into buying stages and runs the plays across sales and marketing. Pick 6sense when account scoring drives the forecast. Pick Madison Logic when the program is paid media and you want leads, not scores. See 6sense.
• Demandbase — the other leader, with its own intent, account identification and a strong advertising product. Pick it for one vendor across ads, sales intelligence and intent. Pick Madison Logic when syndication, not display, carries most of the budget. See Demandbase.
• Informa TechTarget — syndication and Priority Engine intent from TechTarget’s own IT publications, with named contacts. Pick it when you sell to IT buyers and want first-party publisher intent. Pick Madison Logic for audiences beyond IT and for CTV and audio.
• Intentsify — the fastest-growing entrant among intent-plus-media vendors. It reported 21% revenue growth in 2025, bought Salutary Data in January 2026, and now sells syndication, display, CTV and email on its own intent data. Pick it when you want intent and syndication from a challenger with room to negotiate. Pick Madison Logic for the broader channel mix and analyst standing.
• Buying intent direct — license Bombora and run syndication through several publishers yourself. Pick it when your ops team can manage multiple insertion orders and lead-quality disputes. Pick Madison Logic to hand that work to one vendor.

Watch-outs

• Syndicated leads skew top of funnel. A download is not a buying signal, and reviewers repeatedly flag uneven lead quality across campaigns. Guard: write lead-acceptance rules into the insertion order (title, account match, and a callable phone or email), with replacement for rejected leads. Track syndicated lead to opportunity by quarter, not lead count.
• Most of the “platform” is media spend. The software fee is small next to the cost-per-lead and CPM lines. Guard: ask for a split quote (platform vs media) and a per-channel CPL and CPM, so you can compare each line with TechTarget or Intentsify.
• Reporting and exports are the weak spot. Reviews on G2 and TrustRadius call the interface complex for new users and data exports cumbersome. Guard: during the pilot, confirm that lead and engagement data sync to Salesforce or HubSpot on a schedule, not by CSV. Make that a written go-live condition.
• You may already pay for the intent underneath. Part of ML Insights is Bombora data, which 6sense and others also resell. Guard: if you already have Bombora topics through another tool, ask Madison Logic which inputs are unique to its own engagement history, and weight the price on those.
• AI Planner is new. It shipped in September 2026 and has no track record yet. Guard: use it to draft plans, but have a person approve every audience and budget split for the first two quarters, and compare its channel mix with what actually converted.

Related: account-based marketing covers where syndication fits in an ABM program, and intent data explains the third-party signals behind ML Insights. For the orchestration platforms, see best ABM platforms.