October 2020 – Product Updates

Sales Alerts

Notify Sales of Leads, Impressions, and Clicks related to any accounts they own directly from the platform.

Configure or view all alerts for each “Sales Owner” within the platform.

Demographic Reports

Monitor your Spend, Leads, Impressions, Clicks, CPL, Influenced and Triggered Opportunities, and other statistics by Country and region for both Facebook and LinkedIn.

Custom Questions for LeadGen forms and Text Fields

 Configure custom questions in the Library for easy use in LeadGen forms across channels. Map and sync this data with your marketing automation platform. 

We have introduced the following Custom fields into Library:

  • Custom Question – Disclaimer and Consent for Facebook and LinkedIn LeadGen forms: Set up custom disclaimers to support GDPR on LeadGen forms, and apply privacy configuration across channels.

  • Custom Question – Single Line Input for Facebook and LinkedIn LeadGen forms: Ask questions with free text answers. 

  • Custom Question – Multiple Choice for Facebook and LinkedIn Leaden forms: Ask questions with a list of defined answers.

  • Text Field to receive attribution data about your leads from MA tools: Set up multiple Custom text fields to receive data from your marketing automation platform and track attribution for your leads. Configure fields to collect data like SAL date, SQL date, and meetings booked.


What distinguishes Custom Questions from other channels and tools:

  • Set up Facebook and LinkedIn forms simultaneously

  • Ask questions in multiple languages

Enhanced UI for Filters and Summary across platform

Enhanced look and feel of filters and summary data. 

Easily access most commonly used filters. Save filters as default.

Company Location in Technology Audience

Add company location criteria to your Technology audience.

20+ New Features and Fixes

  • Custom UTMs increased from 5 to 15
  • Enhancements to UTM fields to receive special characters
  • Enhancements to Score field to receive alphanumeric data
  • Ability to select elements across multiple pages

Why AI and Automation Won’t Take Your Job

Computers will never be like humans. Humans don’t like to do mundane, repetitive tasks – tasks that computers don’t mind at all! But as soon as you call computers AI and start infusing AI into marketing systems, people start to worry about their job security.

AI won’t take over our jobs–the right AI technology should complement, and not replace the marketer–but we’re definitely going to start seeing more and more of it. We should start thinking of AI as a “force multiplier” for job roles across the board; something that increases the output of the marketers. Human marketers and AI are both needed to sustain the future of the industry.

A CMO shouldn’t be wasting time digging into excel spreadsheets. This is where automation comes in. A robot can take care of the most tedious tasks, freeing up time to add more value for business alignment.

The role of today’s marketer is to be both an expert in automated technology, and perhaps more importantly, to still be human–able to connect and empathize with customers at every point of engagement. Humans have vision, strategy, incentives, and creativity, all skills a machine could never automate.

Why AI Won’t Replace You

The invention of the calculator didn’t erase the need for mathematicians, and Photoshop didn’t make graphic designers obsolete. Each tool left professionals with more time to focus on what they most enjoyed about their work. Likewise, marketers shouldn’t fear the increasing adoption of AI. They should wield it as strategic marketing support that allows them to focus on what they’re best at—strategy and creativity. AI is like the personal assistant you always wanted; the intern’s intern, so even they can focus on marketing instead of the mundane.

Most importantly, machine learning systems need marketers. Computers can’t do creative. They do well with facts but freeze in the face of feelings. They can’t understand how to create FOMO or incite emotional triggers, and marketing without these human elements is just ads.

As marketing moves from a place of spray and pray to something much more personalized through microsegments, marketers–the people–will be more crucial than ever. Marketing will start to require a broad-based, finite, targeted approach. The game will shift from getting one message to one person, to 20 messages to 20 groups of people.

The Emerging Patterns From the Digital Rise

To know where we’re going, it’s important to understand how the rise of technology has shaped marketing. The last couple of decades have seen a lot of changes in how brands have utilized improvements in AI.

New technology has increasingly meant more interactive ad experiences for consumers.

At first though, technology was typically managed by IT groups, who didn’t have marketers’ senses for how to use it to better understand customers. When analytic data came in, IT analysts filtered through it in attempt to decode consumer behavior. Based on that data, brands began to make changes to personalize their customer experience, improving engagement and converting more people.

Gradually, it became apparent that data, in the right hands, could mean much more than better engagement. This is when businesses began warming up to AI–a computer could not only surface data, but also take actions based on that data and a set of rules.

Creating the Rules for AI

As soon as people realized the potential of pairing marketing strategy with data-based decisions, AI became a critical component of marketing tech stacks. Unrestricted access to data helped AI spread even faster. Companies became more creative as they experimented with systems to leverage that data and solve increasingly complex problems.

Still, the full power of marketing automation wasn’t yet realized. The marketer was tasked with a slew of repetitive new tasks, pushing the “next” button as data seemed to dictate. For a while, it was like the marketers themselves had become the machine. As they began to grow restless, wanting to go back to doing what they did best, the rules of data-based decision making became apparent. It was so easy, it seemed, that a computer could do it.

AI is ultimately a computer listening to all the data it can access and structuring it in a way that makes sense. With some form of human rules-based input, it’s able to easily act on the data. This was the first wave of AI in marketing.

Embracing The Automation

Even with the rise of the marketing stack, we’re not expected to have the technical depth that IT requires. And even though MarTech platforms are built for marketers with limited technological understanding, the platforms are getting more complicated by the day. The mundane task of hand-coding or imputing wastes valuable time. With more advanced automation, marketers can oversee and configure the technology without being the technology themselves.

Automation can free up time that marketers spend carrying out the repetitive tasks, so that they can focus on real, performance-driving activities. Take launching a single campaign on LinkedIn and Facebook: way too often, this is a time-consuming nightmare. The right AI can combine inputs without any hassle and launch campaigns across platforms, so you’re only working in one interface.

If marketers embrace the fact that we can control our technological destiny, we can use machine learning to predict and shape consumer behavior like never before.

Looking to the Future

AI is not the silver bullet. It can take care of the mundane, but it still requires a human operator to help create the rules. Likewise, deciphering data in excel sheets is exhausting even to the most experienced marketers. Why waste energy on something that can be automated when you can be harnessing marketers’ creativity, skill, and human connection?

Martech is here to help make difficult processes easier and measure the impact of marketing activities. Don’t be afraid of it. Let it help you do your job better and smarter.

Jason Widup, VP of Marketing

By Marketers, For Marketers Ep. 5: AI in Marketing and Sales Systems

In this episode of By Marketers For Marketers, Jason and Gabriel Lim, CEO and Co-Founder of Saleswhale, talk AI.

Lets start with the basics.

A dictionary might define AI as “the theory and development of computer systems able to perform tasks that usually require human intelligence.” On a broad level, we see AI everywhere: in smart assistants, fitness watches, natural language processing, conversational chatbots on your website…

In software engineering, there is a much more precise definition: AI utilizes machine learning, and is a non-deterministic way to run programs. But machine learning on its own isn’t AI, and it’s important to understand how our perception of “AI” vs software changes over time.

20 years ago, much of our software today would seem like magic or AI. Think of Google predicting searches, as opposed to looking for exact matches. Now, we can search “grocery stores near me”, or ask general questions. What is classified as “AI” evolves and changes.

Where did we first start seeing AI in marketing and sales technology?

15 years ago, analysts would monitor data from websites; simple information such as how many people visited, how many were unique visitors, what pages they saw… Over time there was enough volume to see patterns and make recommendations based on them. Originally, data required human interpretation, but as it became more consistent and accurate, it became easier to write computer systems to take action on data insights.

How does AI fit into Saleswhale and Metadata systems?

Saleswhale uses AI to integrate with CRM. It first makes intelligent decisions about who you should reach out to and what leads to follow. Next it creates messaging and campaigns for different personas. Last, it opens and responds to emails and makes recommendations to make a more efficient campaign. When responding to emails, it monitors simple yes/no responses, and flags more complex responses for human review.

The Metadata platform helps you decide who you sell best to and what model to use, and uses some AI to generate an audience. We mainly use AI when running campaign experiments. It combines different creative, headlines, and offers, and turns all this into permutations of ads all over LI and FB. Basically, it streamlines and scales workflow. Then it monitors and optimizes your campaigns to determine which have the best CPL or cost per opportunity, and moves around ad spend based on what is working best.

How do you talk about AI while reassuring customers that it won’t threaten their job?

A good word to use is “assistant.” AI assistants aren’t created to take new jobs–they instead make it so that the human can do their job much better. It’s important to show customers how AI will take over the more tedious and repetitive parts of their job, so they can focus on what’s more fulfilling and interesting.

For instance, with Saleswhale, about 90% of emails are easy to respond to, and by letting AI handle those simple communications, marketers have more time to focus on what matters. We try to help customers see AI as a force multiplier rather than a job taker.

It’s also useful to understand that AI is a broad term, and you don’t realize how much AI you are already participating in. There will come a time when it’s not AI anymore, it’s just software.

What’s the best way to price an AI platform?

At Saleswhale, we lead with the opportunity cost of not using our product. But when the deal gets up to exec/CFO level, we’ll show how our cost compares to a full SDR.

At Metadata, we price ourselves as a percentage of x spend. Agencies do something similar, so we try to come in below them. We like showing that you’ll get lift no matter where you use Metadata, so the percentage is justifiable. We also have a little overhead, since we enrich leads for the customer. As they do more marketing we have more expenses. We’re trying to come up with an ROI calculator so they can get a sense for what kind of help they’re going to get.

Where’d you come up with the name “Saleswhale?”

Originally, Saleswhale was a site just called “Sales Tracker”. I floated a few ideas for names, like “SalesPenguin”, but landed on whale. My coworkers hated it at first, but came around to it eventually.

Gabriel, what are your plans for when it’s easier or safer to travel?

I’d like to come back to the US! Before lockdown I was shuttling between SF and DC, and I went to Singapore in April to be close to family. I’d like to return though. In Singapore though, it’s almost back to normal. We’re doing lots of contact tracing, but you can do most things. It helps to have a small country.

metadata.io Sweeps as Leader in G2’s Account-Based Advertising Category

Metadata named the Top Leader in multiple reports of the Account-Based Advertising category for the first time, proving the ABM market is shifting towards demand technologies

San Francisco, CA, Oct. 7, 2020 — metadata.io, the autonomous demand generation platform, today announced a company first- a full sweep in the top leadership position in the most recent G2 Fall 2020 Grid® Report for the Account-Based Advertising category, proving the ABM market is shifting towards demand technologies.

Metadata is a leader in all account-based categories, including account-based advertising, account-based orchestration, and account-based analytics. Metadata was rated #1 for 5 out of 5 of the account-based advertising reports. This surpasses competitors in the overall G2 score and satisfaction. Metadata continues to widen the gap against competitors based on positive ROI within just seven months (16-month industry average) on average, resulting in a satisfaction score 17 points higher than the closest competitor. The Company has consistently ranked high on the past three years of G2 Reports. The top score is sourced from actual customer feedback and includes: estimated ROI, meets requirements, user adoption, and likelihood to recommend.

Metadata received the highest Satisfaction score among products in Account-Based Advertising. 99% of users rated it 4 or 5 stars, 99% of users believe it is headed in the right direction, and users said they would be likely to recommend metadata.io at a rate of 93%. Metadata is also in the Marketing Account Intelligence, Account-Based Analytics, and Account-Based Orchestration Platforms categories.

Huge Year for Metadata

2020 is a banner year for the company, with an oversubscribed Series A round last month and recently ranked as No. 233 in the 2020 Inc. 5000 Fastest-Growing Private Companies in America Annual List. The company reported an impressive growth rate of 1869.18% revenue growth over the past three years. This latest news from G2 also includes the accolades in several Summer 2020 reports as a leader or high performer, moving up since last year’s report.

“Our customers are our strongest advocates. The satisfaction scores across the board in multiple reports show that our product is heading in the right direction for our customers. They are leveraging our technology to drive change in the industry, proving the ABM market is shifting towards demand technologies,“ Jason Widup, VP Marketing, Metadata. “We are beyond humbled to see this repeated success in G2 reports and now, the first-ever sweep for Metadata. We look forward to continuing to help our customers achieve faster ROI and change marketing as we know it today.”

The Shift Towards Demand Technologies

Metadata’s autonomous demand generation software is a massive advantage for marketing teams as it sets the entire martech stack on autopilot by connecting existing tools and putting them to work. Experimental marketers from companies like Zoom, Drift, Pendo, Udacity, and Vonage have experienced as much as a 4.5X ROI in as little as 90 days using Metadata. Metadata’s rapidly growing customer base continues to praise the technology for helping achieve B2B marketing results beyond the scale and scope they previously thought possible.

“Metadata is the #1 product in five of G2’s Fall 2020 Reports for Account-Based Advertising: The Overall Grid® as well as the Relationship, Results, Implementation and Usability Indexes, as rated by its users. Across G2’s reviews, we are seeing that marketers tend to be early adopters of technology, always ahead of the curve – testing and leveraging the best platforms to automate and deliver results quicker,” said Kara Kennedy, Director of Market Research, G2. “What stands out amongst Metadata’s reviews is the praise it has consistently received across overall satisfaction as well as a handful of specific metrics like ease of use and quality of support. In addition to users’ high levels of satisfaction, Metadata also boasts the fastest time to ROI of any product in the report. These high ratings are a signal that Metadata’s customers are embracing the product and the ways they can leverage its features as part of their account-based strategies.”

About G2

G2’s Grid is based on real, unbiased user reviews and rates platforms algorithmically from product reviews shared by G2 Crowd users and data aggregated from online sources and social networks. The G2 Crowd ranking takes into account several factors buyers should consider including product attributes, vendor market presence, customer satisfaction, G2 Net Promoter Score® and the quality and age of reviews. Vendors in both reports are ranked by customer satisfaction and market presence.

About Metadata

Metadata is an autonomous demand generation platform that automates the most critical but often tedious tasks in marketing to help companies efficiently scale their demand generation efforts. Through machine learning, a proprietary corporate-to-personal identity graph, and automatic optimization to revenue KPIs, Metadata’s platform generates demand from target accounts and converts them to customers much faster than legacy methods. Innovative B2B marketers at Zoom, Pendo, Udacity, and Vonage rely on Metadata to create harmony between marketing and sales, lower costs and save time, and ensure marketing drives revenue. Drive outcomes today at https://metadata.io/ .