Metadata
Overview
Metadata is a marketing technology company that specializes in automating and optimizing B2B paid advertising campaigns. Their platform leverages AI to streamline campaign management, enhance audience targeting, and maximize return on investment by transforming ad spend into measurable pipeline results. Metadata's solutions are designed to help demand generation marketers work more efficiently by automating repetitive tasks and providing data-driven insights for better decision-making.
Industry: Marketing Technology
Ideal Customer Profiles: Metadata's ideal customers are B2B marketers, particularly those in mid-market to enterprise-level companies, who are focused on demand generation and looking to optimize their paid advertising campaigns across multiple channels such as LinkedIn, Facebook, and Google Ads. These customers value automation, data-driven insights, and efficient budget management.
Website: metadata.io
LinkedIn: http://linkedin.com/company/metadata
Products
Revenue Optimization
Metadata's Revenue Optimization automatically reallocates budget based on what drives pipeline and revenue, using CRM data for optimization rather than relying solely on ad channel data.
Features
Automatic Budget Reallocation
Description: This feature automatically shifts budget towards the best-performing campaigns, ensuring that marketing spend is focused on activities that generate the most revenue.
Benefit: Users benefit from increased efficiency and effectiveness in their ad spend, leading to higher ROI.
CRM Integration
Description: Integrates directly with the user's CRM to utilize real-time data for campaign optimization, focusing on quality leads rather than quantity.
Benefit: Ensures that campaigns are optimized for the most relevant and high-quality leads, improving conversion rates.
Real-Time KPI Tracking
Description: Provides real-time visibility into key performance indicators, allowing marketers to quickly assess and adjust their strategies.
Benefit: Enables quick decision-making and strategy adjustments, leading to more agile and responsive marketing efforts.
Precision Budget Management
Description: Ensures that the right amount of budget is spent on the most effective ads and audiences, reducing waste.
Benefit: Maximizes the impact of marketing budgets by focusing on high-performing areas.
Automated Budget Tracking
Description: Eliminates the need for manual budget tracking by automating the process within the platform.
Benefit: Saves time and reduces errors associated with manual budget tracking.
Audience Targeting
Metadata's Audience Targeting uses MetaMatch, a patented identity graph, to match personal emails to business profiles, enabling precise targeting across multiple channels.
Features
MetaMatch Technology
Description: Uses a proprietary database to match personal emails to business profiles, allowing for more accurate audience targeting across platforms like Facebook, Google Ads, and LinkedIn.
Benefit: Improves targeting accuracy, leading to better engagement and conversion rates.
Multi-Source Audience Creation
Description: Allows users to build audiences using a variety of data sources, including first-party and third-party data, as well as intent data.
Benefit: Provides flexibility and precision in audience creation, enhancing campaign effectiveness.
Audience Preview
Description: Enables users to review and refine audience criteria before launching campaigns, reducing the risk of targeting errors.
Benefit: Ensures that campaigns are launched with the most relevant and accurate audiences, improving performance.
Seamless Audience Integration
Description: Automatically integrates created audiences into campaigns across multiple channels without manual exporting.
Benefit: Streamlines the campaign setup process, saving time and reducing the potential for errors.
Enhanced B2B Targeting on Facebook
Description: Enables B2B marketers to use Facebook effectively by leveraging advanced targeting capabilities beyond native options.
Benefit: Expands the reach and effectiveness of B2B campaigns on Facebook, a traditionally challenging platform for B2B marketing.
Campaign Automation
Metadata's Campaign Automation simplifies the management of paid campaigns by automating repetitive tasks, allowing marketers to focus on strategy and creativity.
Features
Automated Budget Optimization
Description: Automatically allocates budget to the best-performing campaigns, ensuring that marketing spend is used efficiently.
Benefit: Increases ROI by focusing resources on the most effective campaigns.
Cross-Channel Audience Deployment
Description: Allows users to create audiences once and deploy them across multiple channels, such as LinkedIn, Facebook, and Instagram.
Benefit: Saves time and ensures consistency in audience targeting across different platforms.
Ad Performance Monitoring
Description: Monitors ad performance and automatically pauses underperforming ads based on predefined criteria.
Benefit: Reduces wasted spend on ineffective ads, improving overall campaign performance.
Dynamic Target Account Management
Description: Automatically updates target account lists based on CRM data, ensuring that campaigns are always targeting the most relevant accounts.
Benefit: Keeps campaigns aligned with the latest business priorities and opportunities.
Scalable Experimentation
Description: Enables large-scale experimentation with multivariate testing across multiple channels, providing insights into what works best.
Benefit: Allows marketers to optimize campaigns based on data-driven insights, improving effectiveness.
Campaign Experimentation
Metadata's Campaign Experimentation allows marketers to automate and scale their experimentation efforts, providing insights into what works best without manual effort.
Features
Automated Experimentation
Description: Automates the process of setting up and running experiments, freeing marketers from manual tasks.
Benefit: Saves time and resources, allowing marketers to focus on strategic decision-making.
Strategic Insights
Description: Provides insights into campaign performance through multivariate experimentation, helping marketers refine their strategies.
Benefit: Enables data-driven decision-making, leading to more effective campaigns.
Feedback Loop Creation
Description: Facilitates the sharing of data-driven insights across teams, improving overall marketing strategy.
Benefit: Enhances collaboration and ensures that all teams are aligned on what works best.
Continuous Experimentation
Description: Allows for ongoing experimentation, ensuring that campaigns are always optimized based on the latest data.
Benefit: Keeps campaigns fresh and effective, adapting to changing market conditions.
Ad Scaling
Description: Automatically identifies and scales the best-performing ads, maximizing their impact.
Benefit: Increases the reach and effectiveness of successful ads, improving overall campaign results.
MetaMatch
MetaMatch is a patented identity graph that enhances audience targeting by matching personal emails to business profiles, improving targeting accuracy across channels.
Features
Identity Graph Technology
Description: Uses a proprietary database to match personal emails to business profiles, allowing for more accurate audience targeting across platforms like Facebook, Google Ads, and LinkedIn.
Benefit: Improves targeting accuracy, leading to better engagement and conversion rates.
Diverse Data Integration
Description: Integrates multiple data sources, including first-party, third-party, and intent data, to build comprehensive audiences.
Benefit: Enhances the precision and effectiveness of audience targeting.
Audience Validation
Description: Allows users to validate and refine audience criteria before launching campaigns, ensuring accuracy.
Benefit: Reduces the risk of targeting errors and improves campaign performance.
Effortless Audience Deployment
Description: Seamlessly integrates created audiences into campaigns across multiple channels without manual exporting.
Benefit: Streamlines the campaign setup process, saving time and reducing the potential for errors.
B2B Targeting Enhancement
Description: Enables effective B2B marketing on Facebook by leveraging advanced targeting capabilities beyond native options.
Benefit: Expands the reach and effectiveness of B2B campaigns on Facebook, a traditionally challenging platform for B2B marketing.
Quantitative Benefits
"ThoughtSpot's lean marketing team saved 800-1,200 hours of manual work by automating campaign experimentation with Metadata."
"Automation Anywhere ran Facebook Ads using MetaMatch and increased their average deal size by 36% with an MQL rate of 90%+."
"How Writer Reduced Cost Per Lead by 115% with Metadata's Optimizer"
"How Nitrogen Wealth Triggered 14x Return on Google Search"
"Free up time with 82% automation to focus more on things that matter"
""$6M Pipeline created""
Source: Book A Demo | Metadata.io
""443 Opportunities created""
Source: Book A Demo | Metadata.io
""98% Lead-to-MQL Rate""
Source: Book A Demo | Metadata.io
"We went from a million dollars a quarter to now almost a million dollars a month, and we are doubling in size year over year. Metadata is probably 75% of that."
"We turned on Metadata, and it was 95% accurate in terms of the titles and the personas that we wanted to target."
"Using native channel targeting, our CPL was about $225. In our first Metadata campaign, the CPL was $67."
"92% Lead-to-MQL rate"
"68% Lower cost-per-opportunity"
"36% Increase in average deal size"
"Before Metadata, we were running ads natively on one channel and getting junk. We turned on Metadata, and it was 95% accurate in terms of the titles and the personas that we wanted to target."
"Our simple UI let's you launch multivariate split tests across multiple channels, in 94% less time* than native platforms."
"Within weeks of using Metadata, we deployed 400+ campaigns, yielded 3x the demand and created net-new pipeline from our target accounts."
"1600+ Experiments launched"
"193 Opportunities generated"
"$5M Pipeline generated"
"94% Lead enrichment rate"
"81% Lead-to-MQL rate"
"How GoodTime Increased Pipeline Volume from Search by 50% With Single Keyword Ad Groups"
Source: Customers | Metadata.io
"How Webex Events Increased Pipeline by 60% With 73% Less Budget in Three Months"
Source: Customers | Metadata.io
"How Gainsight Segmented Their Way to $4.8M in Pipeline"
Source: Customers | Metadata.io
"How Qualified Activated Their Intent Data and Influenced $6.9M in Pipeline"
Source: Customers | Metadata.io
"How Monte Carlo Used Campaign Experimentation to Create $6.1M in Pipeline"
Source: Customers | Metadata.io
"How Automation Anywhere Increased Their Average Deal Size by 36% With Facebook Ads"
Source: Customers | Metadata.io
"Within weeks of using Metadata, we deployed 400+ campaigns, yielded 3x the demand and created net-new pipeline from our target accounts. The results were so impressive that we doubled our investment."
Source: Customers | Metadata.io
"With Metadata, we generated leads from our target accounts at a $41 CPL. For every $1 we spent in Metadata, we influenced $94 of pipeline based on lead conversions, not impressions."
Source: Customers | Metadata.io
Testimonials
"Instead of getting bogged down by task-oriented, time-consuming work - we can finally focus on strategy, creativity, and driving more revenue. We're smarter as a demand gen team than we've ever been."
Megan Boone, Senior Director of Revenue Marketing at ThoughtSpot
Source: Metadata: Turn Campaigns into Experiments & Ad Spend to Pipeline
"When people think of B2B paid social, LinkedIn is the first platform that comes to mind. But what if you could create LinkedIn-level audiences and run campaigns that generate pipeline just as efficiently on Facebook? It's perfectly possible with Metadata."
Julian Foster, Head of Global Paid Social at Automation Anywhere
Source: Metadata: Turn Campaigns into Experiments & Ad Spend to Pipeline
"Quick design & launch of campaigns Automated optimization & budget shifting. Clear visibility into key metrics & spend. Easy experimentation to help you course-correct quicker."
Tamara T.
Source: Metadata: Turn Campaigns into Experiments & Ad Spend to Pipeline
"Metadata has been the most efficient platform for managing LinkedIn and Google ads all in one place. I can easily manage audiences, ads, creatives, offers, and more. The budget grouping allows me to control how much spend to allocate by campaigns, geos, and more."
Verified User in Computer Software
Source: Metadata: Turn Campaigns into Experiments & Ad Spend to Pipeline
"The ability to launch campaigns simultaneously across LinkedIn, Facebook, and Google Ads is incredible It saves countless hours of duplicitous work and provides unmatched visibility into the best-performing channels."
Maggie D.
Source: Metadata: Turn Campaigns into Experiments & Ad Spend to Pipeline
"There is no tech in the world that can make demand gen effective if you don't have experimental people constantly changing ads, images, creative, and messaging based on data."
Carlos Mario Tobon Camacho, Director of Demand Generation at Eightfold
"Your north star always has to be revenue. Other metrics may help you optimize and iterate, but at the end of the day, the demand gen team has to prove its contribution to NRR."
Corrina Owens, Chief Evangelist at Purple Cork
"Marketers really need to be Swiss army knives with expertise across many marketing disciplines in order to be successful."
Josh Carter, Director of Demand Generation at Pavilion
""I can't imagine ever running paid campaigns natively ever again. It'd be like going back to dial-up internet.""
Andrew Harder, Senior Paid Media Manager at Webex Events
Source: Book A Demo | Metadata.io
"We've seen a huge revenue increase over the last two years. We went from a million dollars a quarter to now almost a million dollars a month, and we are doubling in size year over year. Metadata is probably 75% of that."
Mike Smith, VP of Revenue Marketing at LaunchDarkly
"Before Metadata, we were running ads natively on one channel and getting junk. We turned on Metadata, and it was 95% accurate in terms of the titles and the personas that we wanted to target. Using native channel targeting, our CPL was about $225. In our first Metadata campaign, the CPL was $67."
Blake Cohlan, Senior Director of Growth Marketing at SupportLogic
"Part of it is just having one place for all this stuff I'm trying to juggle in my head all the time and knowing that I can reference it immediately. So when the CEO says, 'What's going on?' I can show them instantly what's happening, why it's working or not working, and what we're going to do next."
Andy Wibbels, Director of Marketing at Lucidworks
"Automated optimization & budget shifting. Clear visibility into key metrics & spend. Easy experimentation to help you course-correct quicker."
Tamara T.
"Metadata automates the tedious tasks of our campaign building with the power of 10 campaign managers."
Guillaume Cabane, VP of Growth at Gorgias
"Within weeks of using Metadata, we deployed 400+ campaigns, yielded 3x the demand and created net-new pipeline from our target accounts. The results were so impressive that we doubled our ad investment."
Ryan Nichols, VP of Product and Marketing at Zendesk Sell
"Within weeks of using Metadata, we deployed 400+ campaigns, yielded 3x the demand and created net-new pipeline from our target accounts. The results were so impressive that we doubled our investment."
Ryan Nichols, VP Product and Marketing at Zendesk Sell
Source: Customers | Metadata.io
"The MetaMatch audiences with Facebook & LinkedIn matching makes targeting and retargeting seamless. Why go to two separate ad platforms to compare channel results when you can have it rolled into one campaign with Metadata?"
Alexa Rzasa, Senior Marketing Campaign Manager at Respond Software
Source: Customers | Metadata.io
"Going back to managing ad campaigns directly in Facebook and LinkedIn would bring back the feelings of confusion, frustration, and despair that come from constantly-changing UIs, obscure definitions, and opaque reporting."
Peter Zawistowicz, Director of Growth Marketing at Gremlin
Source: Customers | Metadata.io
"With Metadata, we generated leads from our target accounts at a $41 CPL. For every $1 we spent in Metadata, we influenced $94 of pipeline based on lead conversions, not impressions."
Patrick Wolf, Senior Manager of Demand Generation at Sendoso
Source: Customers | Metadata.io
"I don't go in and check how my campaigns are doing every single day, change budgets or turn things on and off. Having a dedicated tool to help me with those types of things so we could focus on the targeting and creative updates was very enticing to me."
Katie Stuart, Senior Director, Demand Generation at BigID
Source: Customers | Metadata.io
"Most platforms will only offer you ABM targeting via advertising or social, but never both together. In the case of Metadata, I have targeting and social targeting in the same place."
Carlos Tobon, Head of Demand Generation at Eightfold.ai
Source: Customers | Metadata.io
Customer Stories
ThoughtSpot
Problem: Manual work in campaign experimentation
Value Add: Metadata automated campaign experimentation, saving significant time for the marketing team
Outcome: ThoughtSpot's lean marketing team saved 800-1,200 hours of manual work
Source: Metadata: Turn Campaigns into Experiments & Ad Spend to Pipeline
Automation Anywhere
Problem: Inefficient B2B advertising on social media platforms
Value Add: Metadata's MetaMatch feature allowed for LinkedIn-level audience targeting on Facebook
Outcome: Automation Anywhere increased their average deal size by 36% with an MQL rate of 90%+ using Facebook Ads
Source: Metadata: Turn Campaigns into Experiments & Ad Spend to Pipeline
Writer
Problem: High cost per lead in advertising
Value Add: Metadata's Optimizer tool helped optimize advertising spend
Outcome: Writer reduced cost per lead by 115%
Source: Metadata: Turn Campaigns into Experiments & Ad Spend to Pipeline
Fingerprint
Problem: Lack of clarity in ad impact and data
Value Add: Metadata's Spotlight feature provided clear insights into ad performance
Outcome: Fingerprint found real ad impact and data clarity
Source: Metadata: Turn Campaigns into Experiments & Ad Spend to Pipeline
Nitrogen Wealth
Problem: Inefficient return on Google Search advertising
Value Add: Metadata's platform optimized Google Search campaigns
Outcome: Nitrogen Wealth triggered 14x return on Google Search
Source: Metadata: Turn Campaigns into Experiments & Ad Spend to Pipeline
LaunchDarkly
Problem: Needed to increase revenue
Value Add: Metadata provided a platform that significantly contributed to revenue growth
Outcome: LaunchDarkly went from generating a million dollars a quarter to almost a million dollars a month, doubling in size year over year. Metadata is credited with contributing to about 75% of this growth.
SupportLogic
Problem: High cost per lead and inaccurate targeting when running ads natively on one channel
Value Add: Metadata provided accurate targeting and reduced cost per lead
Outcome: Using Metadata, SupportLogic achieved 95% accuracy in targeting desired titles and personas. Their cost per lead (CPL) decreased from $225 when using native channel targeting to $67 in their first Metadata campaign.
Lucidworks
Problem: Difficulty in managing and referencing marketing data quickly
Value Add: Metadata provided a centralized platform for managing and accessing marketing data
Outcome: The Director of Marketing at Lucidworks can now instantly show what's happening with their marketing efforts, explain why it's working or not working, and what they're planning to do next when questioned by the CEO.
Zendesk Sell
Problem: Zendesk Sell needed to improve their demand generation and pipeline creation from target accounts.
Value Add: Metadata enabled Zendesk Sell to deploy a large number of campaigns quickly and efficiently.
Outcome: Within weeks of using Metadata, Zendesk Sell deployed 400+ campaigns, yielded 3x the demand, and created net-new pipeline from their target accounts. The results were so impressive that they doubled their ad investment.
Docebo
Problem: Misalignment between sales and marketing
Value Add: Implemented Metadata's Spotlight for better alignment
Outcome: Improved sales and marketing alignment
Source: Customers | Metadata.io
Cacheflow
Problem: Difficulty in closing large deals
Value Add: Utilized Metadata's MetaMatch Audiences
Outcome: Closed their largest deal using MetaMatch Audiences
Source: Customers | Metadata.io
GoodTime
Problem: Low pipeline volume from search
Value Add: Implemented Single Keyword Ad Groups with Metadata
Outcome: Increased pipeline volume from search by 50%
Source: Customers | Metadata.io
Webex Events
Problem: Inefficient use of budget and low pipeline
Value Add: Utilized Metadata's platform for budget optimization
Outcome: Increased pipeline by 60% with 73% less budget in three months
Source: Customers | Metadata.io
Zingtree
Problem: Poor targeting on paid social
Value Add: Implemented Metadata's MetaMatch for better targeting
Outcome: Improved targeting on paid social
Source: Customers | Metadata.io
Gainsight
Problem: Ineffective segmentation strategy
Value Add: Used Metadata's segmentation capabilities
Outcome: Generated $4.8M in pipeline through improved segmentation
Source: Customers | Metadata.io
Qualified
Problem: Inability to activate intent data effectively
Value Add: Leveraged Metadata to activate intent data
Outcome: Influenced $6.9M in pipeline
Source: Customers | Metadata.io
Monte Carlo
Problem: Lack of effective campaign experimentation
Value Add: Utilized Metadata for campaign experimentation
Outcome: Created $6.1M in pipeline through campaign experimentation
Source: Customers | Metadata.io
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