January 2021 – Product Updates

Target G2 Audiences Directly in Metadata

We’re really pumped to announce this new integration with G2. Mostly because it makes demand marketers’ lives much easier. And that’s our goal at the end of the day.

Because of this new integration, our mutual customers can sync their Metadata and G2 accounts to auto-target companies who are actively researching G2 category pages, competitor pages and vendor profiles.

So you can automatically serve ads on LinkedIn to companies who are in-market. We call that weaponizing your intent data.

But it gets better. Based on the lookback window you set (up to a full year) – Metadata will dynamically add and remove accounts from this audience in LinkedIn if they’re no longer showing intent on G2.

This means you can get off the .CSV export/import hamster wheel and stop worrying about your G2 Intent Data getting stale in your campaigns.

Customizable Attribution is Finally Here (in Beta)

We’re actively working to improve on this Beta release. Reach out to Customer Support if you have questions on how to get started. 

There’s no such thing as one size fits all marketing attribution. We’re marketers so we get it too. 

By adding customizable attribution to the Metadata platform, we want to give you flexibility so you can further define which opportunities can be credited to your Metadata campaigns.

You can now choose from the following attribution models in the Metadata platform:

  • Match email domain against the account’s domain, with custom timeframe
    • Attribute opportunities in Salesforce by matching Leads’ domain (from email address or website) with website of each account in Salesforce
    • Attribute all open opportunities found under the matching account
    • Specify the timeframe for attribution based on when the opportunity was created vs. when the lead came in Metadata
  • Exact email match by matching leads to contacts, with custom timeframe
    • Attribute opportunities in Salesforce by matching Leads’ email addresses with email addresses of contacts within each account in Salesforce
    • Attribute all open opportunities found under the matching account
    • Specify the timeframe for attribution based on when the opportunity was created vs. when the lead came in Metadata
  • Exact email match against any contacts associated with the opportunity
    • Attribute opportunities in Salesforce by matching Leads’ email addresses with email addresses of associated contacts within each opportunity in Salesforce
    • Attribute all open opportunities found under the matching account
  • Exact email match against the primary contact on an opportunity
    • Attribute opportunities in Salesforce by matching Leads’ email addresses with email addresses of primary contacts within each opportunity in Salesforce
    • Attribute all open opportunities found under the matching account

Add Intro Fields on Your Facebook Lead Ads 

You can now add two new fields (Offer Header and Offer Details) if you’re using Facebook Lead Ads.

We recommend using these two new fields to give your audience more context on what exactly they’re getting by completing the form.

Reporting Enhancements

We’re determined to make it as easy as possible for you to get to the metrics you need in the Metadata platform.

As part of this release, we added Cost-per-MQL and Cost-per-Opportunity across your multivariate reports.

This gives you the visibility you need to see if you’re on track to hit your targets.


UI Enhancements

Two noticeable (and very handy) updates on the UI front.

We’ve added quick date filters so you can easily filter any view by common date ranges like trailing seven days, trailing 14 days and month-to-date to name a few. The end goal here is to get you to specific views in less time and with fewer clicks.

You can now view audience criteria directly within the campaign wizard so you can be sure you’re adding the right audience to your campaigns, without having to click back to another screen.

20+ Enhancements and Fixes

  • Use emojis in your ad text on Facebook and LinkedIn
  • Creatives now available as a table in library
  • Improvements to matching logic for account list uploads
  • Monthly pacing as a table along with expected pacing comparison
  • Pixel improvements and many more!

Why Targeting Will be Your Differentiator in 2021

Your marketing focus for 2021 should be getting better at targeting.

My hypothesis is you can run campaigns with crappy offers, tuned to just the right audience, and they’ll perform better than campaigns with great offers tuned to the wrong audience.

Us marketers all understand that spending money on ads that get served to the wrong people is just a cost of doing business.

But with the rise of the availability of data combined with more scrutinized marketing budgets coming out of 2020, we no longer have the appetite to waste such a large % of our spend on people who will never become a customer.

Tightening belts and getting strategic

Before 2020 tested us all, marketing departments had more wiggle room.

New martech solutions would get purchased and agencies brought on to implement and manage them. New hires would get approved with little justification.

CMO’s got almost every dollar they asked for without really having to prove what the business was getting in return.

During this time, innovation and growth were prioritized much higher than efficiency and ROI.

CMO’s had more funds than they needed to deliver their goals, so they focused on the freedom to explore new approaches and experiment with new marketing strategies – but most did that inefficiently and wasted money.

It was 2020’s microscope that finally put a probe into where budgets were being allocated. That shift in the macro focus went from innovation and growth to ROI and getting the most out of fewer resources.

When you’re forced with that task, you focus on making every one of your dollars work harder for you.

And there are really only two main ways to make budgeting dollars work harder than they did before:

  1. Better performance of your marketing assets and campaigns. Coming up with better ideas for campaigns, optimizing conversion rates, clearer messaging and positioning, and better offers and content.
  2. Becoming more efficient with the money you have. Finding ways to reduce your cost per lead by trying new channels, new tactics and programs that provide double benefit.

And the best way to become more efficient with the money you have is to only pay for ads to be served to the right people at the right time.

That’s where targeting comes in and becomes the critical component to the campaign.

Quality vs. Quantity

I’ll elaborate a little bit more on why targeting is a double-whammy when it comes to getting better results from your campaigns.

The first whammy is obvious: it comes from narrowing the audience you’re targeting to not just companies and prospects that fit your ideal customer profile, but to those that also have some measurable amount of intent or reason to need your product or service.

The second whammy isn’t as obvious: as you narrow your audience, you end up communicating to a more well-defined group of people where you can now personalize the message.

You can now talk directly to a CMO and what they care about, vs. every person in the marketing department.

This is your arbitrage play for 2021 – tighten your audience and personalize the experience to that audience.

Availability of targeting data

Audience, offer and channel are three of the most important building blocks for any campaign.

Of these three, Audience is the only one where the breadth and volume of data is exponentially growing. It’s not like we have a bunch of new offer types to use – we have whitepapers, webinars, demos, etc.

It’s also not like we have a bunch of new channels to try – we have paid search, paid social, display, etc. But we DO have new data assets constantly coming available that can be used to create lists of accounts and contacts to pursue.

There are some targeting technologies that are decreasing in availability – mainly cookies and device IDs. But, if you’re using the right technologies (ahem, yes, Metadata is one of those), you get around this by focusing on people’s personal identities like email addresses.

In most cases, the data available to us to use to create segments and audiences is more rich today than it ever was.

The third whammy

Once you’ve narrowed down your audience and start personalizing their experiences, you’ve now opened up the ability to spend more money per prospect than you did before.

Take this example:

  • Let’s say I get NO budget increase between 2020-2021, yet my goals have increased by 15%.
  • Given the broad-targeting strategy I used last year, I might have only been able to spend $300 per lead in order to hit my goals.
  • This year, I’m only serving ads to relevant people, which gives me more budget to spend, per person, than I had last year.
  • So this year, maybe I can spend $600-$1,500 per lead because I’ve tightened my targeting enough that I’m only getting the right people in the door.

Imagine the kind of new and interesting experiences you can give your prospect if you can double or triple the amount of money you can spend per lead?

All in on targeting

Growth will be hard to come by as the economy scampers back to life. That’s why targeting will be critical for success.

In today’s world, a shotgun approach will not generate quality leads or the positive ROI needed to justify your marketing spend.

Using data to target those prospects with a need that your company can fulfill will move your product or service from being ‘nice-to-have’ to ‘must-have’ in 2021.

There’s no excuse for not knowing what your customers want. Modern marketing has definitely widened our reach, but at the same time demanded targeted accuracy.

You need to know everything about your users to fully optimize your campaigns. That’s why targeting will be crucial in navigating through 2021.

We don’t need to guess what people want. We just need to know where to look.

You Can Now Target G2 Intent Audiences Directly in Metadata

This is the integration that every G2 Intent Data customer needs to use. Marketers can now build and target audiences of buyers researching their category on G2 directly from the Metadata platform using G2 Buyer Intent data. G2 + metadata.io helps marketing teams take their marketing campaigns to the next level by auto-targeting accounts and buyers that fit their ideal customer profile and are actively researching their category of products and services on G2.

Whether the company visits the G2 category page, a competitor page, or their vendor profile, Metadata helps build custom advertising audiences and automatically targets these audiences with ads on LinkedIn with the goal of converting them into marketing-qualified leads. G2 provides best-in-class intent data, while Metadata provides the audience targeting, campaign execution and optimization. It’s an efficient, revenue-generating engine for your B2B marketing team.

Our new integration with G2 will power Metadata campaigns with best intent data available. It will provide Metadata customers with the ability to accurately target the buying committee at companies who are deep in a research or buying cycle. This integration helps demand gen marketers generate more actionable leads by serving highly targeted ads to in-market buyers who are showing intent.

Integrating G2 Buyer Intent with metadata.io enables teams to: 

  • Layer intent data on top of ICP: Use G2 Buyer Intent data in Metadata to build custom audiences of accounts and contacts who are in your ICP. 
  • Reach In-Market Buyers Automatically: Serve targeted ads to in-market buyers within hours, not days.
  • Test Go-To-Market Messaging: Better understand what resonates with your target buyers by using multivariate testing with your ad creative and go-to-market messaging

Step 1 – Select G2 Intent Data as your audience type

Step 2 – Enter firmographic and demographic criteria for your ideal customer profile

Step 3 – After your campaign experiments have been launched, you can see the actionable, fully enriched campaign you’ve generated

Step 4- Analyze your impact on pipeline and revenue from campaign experiments using G2 Intent Data

Our customers can integrate G2 on Metadata’s integration page to create G2 audiences immediately today. The audience will be refreshed daily, new accounts will get added, and accounts older than the number of days specified in the configuration, will be removed from the audience.

By Marketers, For Marketers Ep. 6: Marketing at Lean Startups Part II

In this special episode of By Marketers For Marketers, Jason discusses ABM and demand generation with Chris Walker, Founder and CEO at Refine Labs.

In this special episode of By Marketers For Marketers, Jason discusses ABM and demand generation with Chris Walker, Founder and CEO at Refine Labs.

Additional panelists for this episode include:


• Alex Mann, Director of Growth and Marketing at Capchase
• Blake Cohlan, Director of Growth Marketing at SupportLogic
• Brandee Sanders, VP of Marketing, Motive Retail

What is the definition of ABM and demand gen?

ABM and demand generation are two of the most common strategies that B2B organizations use to generate leads.

The problem is no one agrees on a standard definition of the two.

Most marketers define demand generation and ABM differently depending on how their company or software vendors define it. And that’s a big problem because it distorts the reality of what’s involved in demand generation and ABM.

The truth is, the definitions of demand generation and ABM are the same regardless of what technologies you use.

Think of demand gen and ABM as subsets of each other rather than two separate things. You can’t have one without the other.

Demand generation involves using paid ads, organic search, or other channels to reach your target audience. Once you’ve done this, ABM allows you to go after the most valuable accounts on your list. It helps you personalize your messaging.

And when done correctly, it leads to better alignment between sales and marketing and improved return on investment.

Are display ads for B2B worth it?

As a B2B marketer, you’ll need to continually experiment with different ABM channels to get the results you want.

Many software vendors recommend using display advertising for ABM, but it’s not a requirement.

The problem with display ads is that it can be challenging to prove their ROI. Yes, they can help you with brand awareness.

They can keep your brand top of mind. But if your goal is to increase conversions among your target accounts, you might be disappointed by the results you see when using display advertising.

ABM lists are typically smaller compared to broader audiences you would use for brand awareness display ads. As a result, an ABM display ad campaign will more often than not have lower click-to-conversion and higher-than-average costs.

Why bloated sales teams make ABM harder

ABM is especially challenging to implement in large companies. The larger the sales team, the more importance is placed on quantity over quality of leads.

This forces marketing teams to focus most of their effort on launching demand generation campaigns at the expense of ABM.

The difference between volume and quality is often the difference between demand generation and ABM. You can only generate a large volume of leads by using a one-to-many demand generation approach.

It’s not possible to do that with ABM, which requires you to focus on lead quality instead of quantity.

Prioritizing a large volume of leads means that marketing teams won’t always be able to put resources towards an ABM strategy. Similarly, focusing too much on ABM might create a situation where the sales team doesn’t have enough leads to hit their goals at the end of the quarter.

A compromise between sales and marketing is always required when developing an ABM program.

By Marketers, For Marketers Ep. 6: Marketing at Lean Startups Part I

Today’s guest is Marcel Santilli, the SVP of marketing at UpKeep. test

Upkeep digitizes work requests for maintenance, facilities, and operations teams. This will be a two-part episode, and today’s half will focus on prioritization and building out a team.

In this episode of By Marketers For Marketers Jason chats with Marcel Santilli, SVP of Marketing at Upkeep

How do you start to think about prioritization?

There are always too many things that need to get done in a startup. One mistake that many marketers make is to come with preconceived notions about how things should be, and look for things that conform to their playbook. A better approach is to start with a broad understanding of what needs to get done and focus on just a few things, but that’s easier said than done.

One thing to think about is being effective and efficient. Being effective means having direction and understanding your customers. Being efficient is about speed. Going very fast in the wrong direction can almost be worse than going very slow in the right direction. The things you say no to are by far more important than the things you say yes to.

To improve personal efficiency, it’s useful to be intentional about auditing your calendar on a fairly regular basis. What percentage of your time is uninterrupted deep work, versus meetings or checking communications? COVID made it a lot harder to strike a good balance because meeting frequency has increased, so blocking off your most productive times can keep you from being too busy on those days.

When it comes to teams, ask, “Is there an agenda for this?” “What are you trying to accomplish with this?” “Can we do 20-minute meetings instead of 30-minute meetings?” “Can you do 15-minute meetings instead?”

How do you start to build out a team?

If you’re earlier in your role, figure out how to leverage your time through people that are not full-time hires. If you’re fortunate enough to bring in a right-hand person that you’ve worked with before, there’s a level of trust and you know exactly how that person operates.

How you go about hiring and thinking about hiring is going to depend on the company. If you’re growing very fast, you need people that know things already. In other companies, you can’t afford to hire someone senior for every role. Hire more senior for roles that are less familiar to you, and hire freelancers for roles you’re familiar with.

The balance between new and seasoned talent is really important. Usually, product marketing will be one of the first roles to fill. Your next hire should be someone that bridges the gap between customer data technology and your go-to-market operations, and then a marketing ops person. Later on, if you’re hiring people and they’re smarter than you, you’re definitely doing it right.

There’s less risk hiring a generalist full-time. But if you need a specialist, you might want to go a little bit more towards freelancers and contractors, and specialists that can bring in-depth expertise. You’re doing more of the orchestration of everything.

metadata.io Awarded “Innovator of the Year” at LinkedIn Marketing Partner Awards

Autonomous demand generation platform earns top honor for its results with LinkedIn Conversation Ads, increasing demos by 300% with 20% less budget

San Francisco, CA, Jan 7, 2021 — metadata.io, the autonomous demand generation platform, won “Innovator of the Year” at LinkedIn’s Partner Connect North America event last month for their work with LinkedIn conversation ads. This award recognizes the partner who has made a significant impact to customers and the partner community through a new and innovative service or solution with LinkedIn Marketing Solutions.

An early adopter of the ad format, Metadata’s marketing team leveraged conversation ads to engage prospects with messages that were customizable to both the person and their position within the funnel. The team built a campaign to drive awareness, interest, and demo requests from buyers within target accounts.

Using this new tactic, Metadata increased platform demo requests 300% and reduced monthly cost by 20%. Metadata also saw efficiencies with cost-per-leads around $70, and 80% of prospects who filled out the Lead Gen Form on LinkedIn taking a demo.

“It is an honor to be recognized by LinkedIn’s Marketing Partner Program as 2020 North America “Innovator of the Year.” We’ve been developing solutions with LinkedIn and other B2B advertising platforms to provide our customers with the most effective way to drive revenue through digital advertising,” said Jason Widup, VP Marketing, Metadata. “Our work with LinkedIn Marketing Solutions shows the power of LinkedIn conversation ads and how we can bring new solutions into our platform with our LinkedIn integration and drive similar success for our own customers.”

Today, Metadata customers build audiences for conversation ads in the Metadata product, and then create their ads in the LinkedIn Campaign Manager to target the Metadata audiences. In the near future, customers will be able to launch and manage a complete conversation ads campaign directly from the Metadata platform.

In this past year, Metadata also introduced a LinkedIn audiences integration enabling dynamic contact and account targeting. The company also offered additional functionality for customers including support for native LinkedIn targeting facets, custom fields for Sponsored Content and Lead Gen Forms, and the ability to launch video ads on LinkedIn that can dramatically increase conversion rates and lower CPL.

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. Demand 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.

2020 was a banner year for Metadata with an oversubscribed Series A and ranking as No. 233 in the 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. It also announced a full sweep in the top leadership position in the most recent G2 Fall 2020 Grid® Report for the Account-Based Advertising category.

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/.