Month: March 2021

Here’s a scenario many marketers dread: The CMO, under orders from the CEO, abruptly announces marketing is switching to revenue-based metrics.

‘We’ve never had to set revenue goals!’ you say as your heart beats faster. ‘We don’t even have the data to connect marketing to revenue! THIS ISN’T RIGHT!!’

That’s just one example of how work can fan the flames of anxiety. I’m certainly no stranger to it. My personal anxiety sometimes spills over into the workplace and it can be debilitating. But I’d also argue that anxiety is not always a bad thing at work. It’s a matter of channeling the right amount of anxiety to keep you striving.

Psychologists call this “optimal anxiety”. It’s based on the Yerkes–Dodson law, which dictates that performance increases with physiological or mental arousal, but only up to a point. When levels of arousal become too high, performance decreases.

In this article, I outline how anxiety manifests itself in the workplace and how I found a sweet spot for my own anxiety.

Curbing the stigma of workplace anxiety 

For a long time, employees and companies dealt with employee anxiety by trying to eliminate it completely, as if anxiety only has a negative effect.

Thankfully the stigma has waned in recent years. The Covid-19 pandemic has made us more empathetic about anxiety. In addition, the mainstream media covers the topic more often and athletes (Kevin Love) and celebrities (Ryan Reynolds) have spoken up about their own struggles with anxiety. I’ve even started seeing more company leaders speak up about how they deal with their own massive anxiety.

This awareness has carried over into the workplace, with companies offering support groups, flexible schedules, and better access to mental health professionals. There’s certainly less tolerance these days for tyrants verbally abusing employees. The anxiety this causes has proven to be counterproductive. A World Health Organization study found that anxiety disorders cost the global economy about $1 trillion in lost productivity every year. 

From my experience, employees overwhelmed by anxiety will do the bare minimum because they’re afraid to fail. They will only do what’s safe and the quality of work suffers. They fly under the radar, doing just enough to not get fired.

Another kind of anxiety is a lack of anxiety. This occurs when goals are unclear and the company culture is too lackadaisical. Think “lifestyle company”. In the same way that too much anxiety hampers risk-taking out of fear, a lack of anxiety does it out of complacency.

This leaves us with “optimal anxiety” where there’s enough to motivate you, but not enough to take you down.

Good managers and good data are the best medicine

To be clear: I’m not saying that anxiety is not a serious condition. It’s a real challenge that’s best treated with meditation, exercise, therapy and sometimes even prescription medication. I recommend some combination of these anxiety treatments (for me it’s meditation, exercise, and talk therapy)… but I’ll add two more methods that have paid off for me at work: relationships and data.

Have a good relationship with your manager:

My best managers have pushed me out of my comfort zone and held me accountable for my work. Yet they also helped minimize anxiety by setting clear goals and not judging me when I fell short on a project. Every interaction with them was “safe”, meaning even if I had bad news, their reaction was tempered and predictable.

Stay open to discussing your feelings with your manager. It’s a two-way street. You both have to cultivate the relationship. But having a manager who pushes you but also provides a safety net is a godsend and will keep you in the anxiety sweet spot. Also, if you’re the kind of person who craves a personal relationship with your manager, but they are at arm’s length with you, reconsider whether that relationship is going to work for you or not. It’s true, people leave managers more than they leave jobs.

Let data be your medicine:

Data are facts (or should be). If I have high-quality, accurate data available, I can have a clearer view of what the future looks like, and know how I’m progressing against my goals. I know whether to sound the alarm, or whether I can relax a little bit and focus on other things in that moment.

Data can serve as a wake-up call about demand and budget needs. Wake up calls are scary but they ease anxiety by inspiring you to take action and create order. When I have user data in front of me, I can make predictions and feel confident I’ll reach my goals.

Here are a few specific data strategies I’ve used to curb my anxiety in the marketing roles I’ve had:

Forecasting using a demand model
I use a demand model to forecast the number of leads, opportunities and deals needed for the company to hit its goals. The model walks me back from a closed/won deal to understand how many opportunities, MQLs, leads, clicks and impressions I need and how much money will drive that demand.

Note: In a follow-up article I’ll publish this model and explain it in more detail.

Budgeting and monthly true-ups
I spend a lot of time on my budget. How much money do I have? How much did I spend last quarter? Do I need to make up for it now? Where’s my money going and what is my return on it? Then I true-up my budget every month with finance so I’m always working from the closest version of the truth.

Analyze website visitor behavior
Two campaigns may have the same number of leads but they impact users differently. I use Google Analytics to understand what else people are doing on my website. If they didn’t convert, did they at least see multiple pages or click to download content? I then use this data to better understand the relational impact of a campaign on prospects.

I’m really encouraged that we’ve finally accepted that eliminating workplace anxiety is a fool’s errand. There’s always going to be some anxiety. But you can choose to harness it, and make it optimal and put it to work for you.

Our favorite kind of blog posts are the ones that 1) come from happy customers and 2) were unsolicited and 3) we didn’t have to write ourselves.

This post was originally published by Kaylee Edmondson on LinkedIn as part of a new Center of Excellence initiative that Chili Piper just launched. You can check the original post here.

 

Optimizing your advertising in an increasingly crowded digital landscape

This time last year we realized there had to be a better way to gain more efficiency in our targeting, and the ability to test our copy and creatives at scale. 

We had a good understanding of what our ideal customer profile (ICP) looked like, and the places they hung out online. 

This, unfortunately, left us paying incredibly high cost-per-clicks (CPCs) because of the targeting parameters I knew we needed to work within.

Why We Needed Software

I knew we would need to find a solution to become hyper-targeted towards each of our ICPs, while also leveraging insights from our CRM to ensure the right message was reaching the right persona at the right time.

The benefits we knew we needed

When pitching our need for software to optimize our advertising, I wanted to make the benefits we’d gain clear to the executive team. Here are the gains that were most important for us:

• Give sales and marketing a clearer view of potential prospect’s intent data and journey throughout the funnel
• Help us operationalize our marketing program 
• Allow us to tie our sourced and influenced data back to marketing investment 
• Get a true, clear landscape of how to make optimizations within our program as we continue to grow and scale
• Help us make a much more targeted program structure for those that we know are within our ideal customer profile (ICP), have the preferred technographic/firmographics/etc.
• Give insight into new accounts that are not currently being targeted 

Criteria for Evaluation 

After getting the team to agree that we needed this type of software, it was time to evaluate the top choices. 

But before selecting which software to evaluate, I wanted a clear idea of which features were most important for our needs. This would give me an objective lens through which to view each demo. 

Must-haves

• Orchestration capabilities – Functionality that sets the sales team up for success, such as data on target accounts, progress through the funnel, engagement metrics, etc.
• Destination integrations – Facebook, LinkedIn, Twitter, Instagram, Google Ads, etc.
• Self-service capabilities – Ability to own the program ourselves, and make edits to ads as needed
• Salesforce and/or HubSpot integration
• No committed monthly media spend minimums

Nice to haves

• Technographic information/enrichment capabilities – Information on the tech stack of accounts we’re targeting, and the ability to enrich accounts with additional data.
• Sales team visibility

Demo & Findings 

Once I had a clear understanding of what I was looking for, I researched the top players in the space: 6sense, Engagio (just before they were acquired by Demandbase), Terminus, and Metadata.

Here were my findings: 

Metadata was a smaller player in the space, but I chose to evaluate them since they’re making a lot of really interesting strides in the market. They seemed to conceptually interpret account based marketing (ABM) differently, and thus are defining a new category: demand generation platform.

This caught my attention.

I’ve always been really interested to better understand how the term ABM became such a buzzword. After all, isn’t ABM just better marketing? Isn’t it the type of marketing we should have been doing all along? 

So, that’s just it. We needed a platform that allowed us to do better, more accurate marketing without costing an arm and a leg. And Metadata does just that.

Plus, according to G2’s Summer 2020 ABM Report, Metadata is #1 in overall category, including #1 in ROI, Time to ROI, Implementation Speed, Usability, and Satisfaction. 

The details

Here’s how Metadata optimizes demand gen efforts. 

Further identify your ICP(s)

Metadata integrates with Salesforce, our CRM, to pull historical data from closed won opportunities to help us identify exactly the type of profiles we should be targeting. And inversely also pulls data from closed lost opportunities so that we can make educated decisions around who we should not be targeting.

MetaMatch for audience creation

MetaMatch is their proprietary matching functionality that allows for audience creation across Facebook, LinkedIn and programmatic display. Why should you care? This allows you to more accurately target your B2B audience on Facebook where users have likely tied that account to their personal email. 

Optimize for pipeline and revenue, not leads

Since Metadata is integrated with our CRM, the platform can dynamically put more spend toward the ads that are driving pipeline and revenue. Less wasted spend, more revenue. Win win.

Automate lead enrichment

Metadata helps us match personal data to business data and enriches our leads before they enter our marketing automation platform or CRM. 

Decision Time

It was clear that Metadata was the best choice for our needs. When I first started this research, they were not even on my radar, but I believe they will be a very large player in this space in the coming years. 

The way they interpret marketing aligns with our strategy, and the approach they’re taking for their product roadmap is nicely in sync with ours. The pricing is fair, and the added benefit of testing is something that will benefit us as we bring new products to market, and widen our audience. 

I promise this is not a paid sponsorship. 😅 Metadata hasn’t prompted us to write or publish this. I just found it to be critical software for us, and hope this helps others as well. 

Autonomous demand generation company recognized in latest Emerging Award series 

San Fransisco, CA, March 17, 2021—metadata.io, the autonomous demand generation platform, today announced it has been recognized by Tracxn on its Emerging Startups 2020: Top Sales Force Automation, an initiative to publicly recognize high-growth and high-potential companies making an impact in the new-age sectors. 

The ratings are based on a detailed analysis by Tracxn’s internal sector specialist teams coupled with publicly available signals such as market size, investment by marquee investors, execution excellence, and future growth prospects. Metadata was awarded recognition as a ‘Minicorn’, demonstrating the promise of becoming a significant Unicorn in the future. 

“We are honored to be named as an emerging startup by Tracxn,” said Jason Widup, VP of Marketing. “With 2020’s unforeseen global shift, the ability for marketers to adapt their strategies proved to be vital. Having seasoned B2B marketers adopt this growth-focused demand generation technology proves we are ready for the autonomous marketer to become a reality.” 

2020 marked a watershed year for Metadata ranking as No. 233 in the Inc. 5000 Fastest-Growing Private Companies in America Annual List. The company also reported an impressive growth rate of 1869.18 percent revenue growth over the last 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. Demand marketers from companies like Zoom, G2, Okta, ThoughtSpot and Workato have experienced as much as a 4.5X ROI in as little as 90 days using Metadata.

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, G2, Okta, ThoughtSpot and Workato 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/.

I’m a marketer who does marketing to marketers. I’m literally my own prospect. You’d think I’d know exactly what my audience wants.

But the fact is, I can never know how my audience will behave on a consistent basis. Audiences are made up of human beings and even if they have the same business titles, they’re all going to behave differently. 

Accept this fact, and it’s easier to understand the value of experimentation. 

Experimentation can mean different things to different people. At Metadata, we define it as the act of putting out combinations of audience, creative and offer types to different channels to discover which have the most positive impact on revenue.

A recent survey by Facebook Marketing Science Research showed that advertisers that ran 15 experiments (versus one) in a given year see about a 30% higher ad performance that year; those that ran 15 experiments in the prior year see about a 45% increase in performance, highlighting the positive long-term impact of experimentation.

Whether your goal is to boost website performance, improve lead nurturing or refine your landing page copy, you need to continually experiment with new messaging and design to understand what works for your evolving audience. 

Experimentation and testing provide proof of marketing ROI and proof that you’re not wasting money. They help you identify campaign mistakes and learn from them. 

Sure, your marketing campaigns may still perform fine without experiments, but you’re leaving too many unknowns in the equation. 

Could the campaign have performed better with different copy? Are you leaving revenue on the table by running the same campaigns? 

Without experimentation, it’s hard to know if your marketing efforts are actually helping the business grow. 

With all these benefits, one would assume marketing teams are experimenting regularly. But in my experience and according to research, they’re not. How come?

The most common excuse for not running marketing experiments: 

We don’t have the time and resources.

The time and resources issues are both easy to resolve: plan better.

Marketing teams often don’t consider experimentation important enough to be a project task. 

But teams could easily adjust campaigns to bake in experimentation two weeks before launch and start the “learning” part of the campaign two weeks early.

Lack of resources is a more valid argument. However, experimentation doesn’t have to increase resource load. It can actually save resources. 

You still have the same offer, audience, and desired outcome. But with experimentation, you’re making subtle campaign changes to get better performance.

Experimentation is not a resource-suck if you think of it in terms of not needing so many campaigns. When you experiment, test, and optimize one campaign effectively, you can adjust it to promote new audiences, events or product features as they come up.

You don’t have to create new campaigns each time because you’ve refined the current campaign to where you know what works. 

How do I budget for additional time/resources to run marketing experiments?

Maybe you can only spend $10,000 a month total on marketing campaigns and you need to spend $10,000 just to get the answers from experimentation. 

One method is to front load. Put 30% of your monthly $10,000 towards experimentation and dedicate 70% to reliable lead-gen channels and campaigns, such as paid search, where you really know your unit economics. 

Another scenario is to borrow from next month to experiment this month. You’ll spend $13,000 this month, and then ideally you’ll learn enough that you can spend $7,000 next month and get the same performance because you learned from the experimentation.

How to measure my marketing experiments

Last month, Metadata experimented with two homepage variants. One featured a stock image of a person, the other featured an actual Metadata customer with a quote. 

We were looking at how often visitors abandon the page and how far down the page they scroll. 

For the variant with the stock image, the scroll depth was deeper and the bounce rate was 5% lower than the variant with the customer and quote. I felt like I had the data to declare the stock image the winner. But for the “number of meetings booked”, the stock image variant was 0.5%, while the customer image was 2.7% — five times higher for a metric that’s much more important for business growth.

Lesson learned: Always keep your experimentation focused on the performance metrics that matter to your business.

How to get started with marketing experiments? 

Speaking of metrics … proper measurement is vital to experimentation. I’m not talking about just viewing a Google Analytics dashboard, but doing regular experiments to verify that your data reflects real-life customer engagement. 

Learn how to use Google Optimize to test and measure website variants. And use a tool like Metadata to test and optimize your ads.

Also, be patient with experimentation. Revenue doesn’t happen when users click. Sometimes you won’t know how campaigns perform for a month or two because your sales cycle is 90 days. So don’t judge a campaign until people have moved through the funnel.

And finally, there has to be cultural support for experimentation within the company. You’ll be asking for longer deadlines and additional creative resources. 

If the company culture doesn’t support learning from failure then it’s going to be harder to implement experimentation. 

You’ll never fully know your audience’s psychology. But Metadata’s AI-based technology can get you as close as possible. Our platform generates hundreds of marketing experiments based on the campaign goals you set and at a pace not humanly possible. If you’re looking to drive more revenue through experimentation, we’d love to help.

I actually wrote this article twice.

The first version included the common reasons why any B2B marketer would want to join Metadata:

1. Learning new skills
2. Getting to know really talented marketers
3. Enhancing a product that actually works and eases pain for B2B Marketing.

However, I felt that something was missing.

I wasn’t telling a good story, in fact, I wasn’t telling a story at all.

I had this epiphany after re-reading one of my favorite books: Hello, Fears By Michelle Poler, a fellow Venezuelan who faced 100 fears in 100 days and journaled every part of it.

One of my favorite takeaways from this book is how comfort keeps us from innovating and convinces us to stay in positions that can no longer nourish our growth.  

The truth is, I was really comfortable at my previous job.

Managerial position, great company, an amazing team, not to mention that most of the communication was in Spanish, my native language.

Nevertheless, I felt that to achieve the success I envisioned for myself, I needed to open new and unknown doors, even if that implied crushing my comfort zone.

Thanks, Michelle.

“People of accomplishment rarely sit back and let things happen to them. They went out and happened to things.” 

LEONARDO DA VINCI

I decided it was time to look for opportunities that could really help me get closer to my long-term goals.

Like becoming a B2B marketing master. And eventually, the CMO of a US-based SaaS company.

Achieving a good work-life balance, getting married, traveling, having a couple of kids. And being able to help my family and friends who are still in Venezuela.

There were lots of companies looking for B2B marketers but few that interested me enough to apply or that matched my experience.

Until I found this position at Metadata that really caught my eye.

Nevertheless, there was something else in the job description that truly convinced me.

This was it. I didn’t necessarily have all of the above. At least not ALL the time.

But I was sure that I wanted to become this person.

More than that, I wanted to work for a company that valued these attitudes.

I had two options:

1. Send my resumé and wait for someone to contact me for an interview (the vacancy had +200 applicants at the time)
2. Send my resumé and work hard to obtain an interview

As you may have guessed, I went for the second option.

I wrote a DM on LinkedIn to Gil Allouche, CEO of Metadata, saying that I would love to talk to him since the position really interested me.

He asked what were my top 3 skills so I made an effort to describe them very well.

After a couple of days, and lots of anxiety, I received a DM from Gil:

Thanks, Ana. Not sure it’s a good fit but let’s talk.

What would you’ve answered?

I again had two options:

1. Quit trying too hard since I was probably not a good fit and stay at my current job
2. Keep fighting for the position I’ve been wanting for a while

I had nothing to lose and everything to win, so I wrote him an email scheduling an interview.

The meeting day arrived and the first thing I said was: “Hi Gil, how are you feeling today from 1 to 10?”

He was surprised. This is a question Gil usually asks his teams.

I knew this because I literally stalked him. I watched his interviews and did tons of research on Metadata before our call.

He told me he was feeling a 7/10, which made everything easier.

The interview became a fun conversation where we spoke about my journey as a B2B marketer, his views for Metadata, how he practiced and valued transparency and hard work, Metadata’s wins and failures (resilience as its best!), and how we could provide value to each other.

I jumped out of the meeting with a smile on my face. I believe positive leadership is a must-have for successful organizations, and Metadata had that.

Long story short, I went through a couple of more interview rounds, where I met amazing people from the team, I read lots of blog posts on what Metadata was all about, watched this B2B webinar at least three times (if you haven’t watched it, go now!) and finally received an offer.

I was really excited. I made it to Metadata!

When you have the courage to ask for the things you want, you can actually get them. When you believe in yourself so much, you make others believe in you as well.

MICHELLE POLER

On board! Now what?

I will give my 110% to help Metadata’s team and customers achieve success, however it looks like for each of them.

By being the most proactive, resourceful, efficient, and creative B2B Marketing/Customer Success Manager that I can ever be.

I will embrace this amazing product as my own to help customers make the most of it.

I will also continue being resilient amid failure and mistakes.

Mostly, I will have fun.

Ana Marturet

B2B Marketing Manager / Customer Success

Yes, it’s March 10th. And yes, this is the February customer newsletter. We know.

It’s a few days late because we’ve been working on a big website redesign. New messaging, new website, new everything.

You’ll be the first to know when it goes live. We’re really excited about it.

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Monthly Customer Spotlight: Corelight

Corelight provides security operators unparalleled visibility across their virtual security networks. The startup’s software, cloud, and virtual sensors allow customers to monitor network traffic and detect potential cyberattacks before they start.

Corelight became a first-time Metadata customer last year as Jaimie Bakas, their Senior Manager of Digital Demand Marketing, joined their team.

Prior to Jaimie coming onboard, Corelight didn’t have the headcount they needed to launch and manage paid campaigns efficiently.

Corelight hosted a number of exceptionally well-received virtual events last year, including network security “capture the flag” races and on-demand webinars.

With the high-touch nature of these events, it was critical that Corelight target audiences have the opportunity to connect with Corelight’s security experts. However, doing so at a reasonable cost proved to be a challenge.

Corelight’s team was able to achieve CPL that would otherwise have taken hours to manually achieve by using Metadata’s ad budget optimization.

This made it easier for Corelight to budget for each event after their return on ad spend became so predictable.

Although Corelight didn’t have an in-house ad-ops specialist, Metadata’s CSMs offered ideas to refine the forms’ messaging and audiences.

“Matadata’s support alleviated the extra steps of building and monitoring multiple campaigns across multiple different platforms,” said Jaimie Bakas. “Their CSM’s didn’t just make recommendations, they were a true extension of my one-person team, giving knowledgeable insight into what would make the biggest impact digitally.” 

In the end, the marketing team was able to hand over fully enriched leads to their Sales team and launch campaign experiments that drove leads from target accounts and generated qualified opportunities.

So far, this campaign has created:

• 1,400 new qualified leads
• $800K in qualified pipeline

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Product Updates

You can check out the summary of our latest product updates here.

Highlights:

• 20+ enhancements and fixes
• Target your audience on Facebook and LinkedIn with G2 Buyer Intent
• Use graphs to see how your experiments perform over time
• View weekly trends for your KPIs and performance metrics
• Get more granular reporting for your campaign offers

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Content from the Metadata Team

What We Learned from $15M in Spend on Facebook and LinkedIn

We published two pieces of content this week that we’re really excited about. And since you’re a customer – we want you to have it all.

Coming out of our webinar from December –  we spent more time turning the webinar into a shorter PDF guide that summarizes the key takeaways we found from analyzing $15M in spend from our customer base.

We also released the anonymized data set in Google Data Studio so you can find relevant benchmarks based on your industry and company size.

Episode 6 of B2B Category Creators with Mike Volpe, Nick Mehta and Michel Feaster

We had some serious firepower on this last episode.

If you’re anything like me – you may not have known who Michel was until listening to this.

Not only was this the best episode yet. But Michel is an absolute boss. She steals the show.

Sales and Marketing: It’s Time to Stop Pointing Fingers

Sales and Marketing have always been a bit of an odd couple – think Tom and Jerry.

Sales people tend to have Type A personalities and us Marketers tend to be Type B.

Check out what Jason Widup has to say on how what you can do at your company to turn Sales and Marketing into a power couple.

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Mark @ metadata.io

This has been a serious labor of love for the last 6 months and today I’m excited to announce the release of two amazing assets: an advertising benchmark report as well as a dashboard of the raw data behind it based on our customer’s B2B campaigns and experiments on LinkedIn and Facebook through 2020.

And it’s all ungated and freely available to anyone interested.

What is it?

As many of you reading this know, the Metadata platform executes and optimizes thousands of campaigns and experiments across LinkedIn and Facebook on behalf of our clients.

That means we have all of their campaign data from these platforms. Additionally, 65% of our clients integrate their Salesforce instance, so we also have insight all the way into Opportunities and Closed/Won deals. Our benchmark data goes all the way from Impressions through to Closed/Won business.

The Benchmark Report provides our insights and analysis of the data, while the Customer Performance Dashboard gives you a way to filter and sort through all of the raw data to create your own benchmarks and to look at what companies like yours are doing.

Here are a few examples of the things we learned

• Marketers who experiment more reap the benefits. Of our customers, those who had a higher number of experiments, regardless of how much they spent, ultimately yielded better campaign performance than those who didn’t experiment as much.
• Popular call-to-actions can be pricey on LinkedIn. The “Learn More” CTA has the highest CTR on LinkedIn, but also the highest CPL. If a campaign goal is lead generation, but the marketer optimizes only for engagement, the price will be more. On the other hand, “Register” is one of the least used CTAs on LinkedIn and carries the lower CPL.
• Cost-Per-Leads (CPLs) are generally 10-50% lower on Facebook—but quality edges higher on LinkedIn. Some marketers actually get lower CPLs on LinkedIn. For example, for certain personas and in some countries, Facebook is used much less, meaning there is a larger audience on LinkedIn. More inventory means lower prices. That said, from a fit perspective, LinkedIn tends to drive more qualified leads based on conversion to opportunity and won deals.

The sausage-making

We of course didn’t want to identify our specific customers or their performance, so we enriched the account names with information like Primary Industry, Sub-Industry, Annual Revenue Range, # of Employees Range, HQ Country, and Ownership Type (private/public).

Users of the dashboard will be able to leverage all of those filters to see what other companies in their industry, or of their size, are doing – and the performance they are getting.

Despite all of our hard work, this isn’t perfect! There are several things we identified in the data and with how we want to present it that we will improve over time.

For example, the data does not currently support trending over time. We ultimately plan on releasing this quarterly – but this year will do it half-yearly.

Where to find it and how to use it

Everything is available here. From there, you can either download the Benchmark Report, which is a PDF that includes a summary of the data, as well as the CTAs, headline lengths, ad text lengths, etc. that companies are using.

You can also navigate directly to the raw data in our Data Studio Customer Performance Dashboard.

We’re always looking for ways to improve and make this more useful. If you have ideas, please send them to us.

Target your audience on Facebook and LinkedIn with G2 Buyer Intent

We recently announced our new LinkedIn integration with G2. And we’re even more excited to roll this out on Facebook for you.

With this latest release – you can now create static contact lists from accounts that have visited your profile page on G2 and use this audience for your Facebook campaigns.

We’ll be releasing a dynamic Facebook audience soon so you can forget about maintaining static lists and get off the .CSV hamster wheel.

Use graphs to see how your experiments perform over time

To help your reporting – we’ve added a new way to for you to visualize how you’re experiments are performing over time.

You can now view the trends for metrics like Clicks, Impressions, Leads and MQLs from each of your experiments. Plus cost and spend metrics too.

View weekly trends for your KPIs and performance metrics

Point-in-time reporting can only show you show much. We’re excited to release this new reporting improvement so you can track weekly trends of your KPIs and performance metrics over time in an easy table format.

By default, we show the last 12 weeks in the table report. You can choose which weeks you want to include in the table in the “Weeks settings”.

Set fiscal year for your annual and quarterly reports

Sometimes the calendar and your fiscal calendar don’t always match up (we’re guilty of this too at Metadata). Now you can set the first date of the fiscal year for your company and have this reflected in your Metadata reports.

To customize this, click the setting icon on the Dynamics by Quarters report, and enter the first date of the fiscal year.

It takes up to 24 hours for this change to be reflected in your reports.

Target your audience natively on LinkedIn by company name and member groups

We added two new filters for you to target your audience natively on LinkedIn:

– Member Groups – this means you can find relevant member groups your audience belongs to and use this as way to target them

– Company Name – this means you can be confident you’re targeting the right companies by selecting the company name associated with their company LinkedIn profile

Get more granular reporting for your campaign offers

You now have a few more filters available in your Performance by Offers report. This means you can include (or exclude) offers in your reports based on total spend, number of leads generated and Cost-per-Lead.

You now also have the ability to export your performance data in a .CSV format so you can slice and dice it even further in your reporting tool of choice.

Company again scores Highest Satisfaction Score and Net Promoter Score (NPS) against Competitors

San Francisco – March 2, 2021 – Metadata.io announced it was named in the top leadership position in the G2 Spring 2021 Grid Report for Account-Based Advertising Software. Metadata again received the highest satisfaction score among products in Account-Based Advertising.

Metadata.io is also in the Lead Intelligence, Marketing Account Intelligence, Account-Based Analytics, and Account-Based Orchestration Platforms categories.

This continues the recent accolades for the company, moving up since last year’s report and being named in several Summer 2020 reports as a leader or high performer.

In 2020, Metadata announced a full sweep in the top leadership position in the G2 Fall 2020 Grid® Report for the Account-Based Advertising category, proving the ABM market is shifting to demand generation technologies.

The Grid® Report for Account-Based Advertising Spring 2021 is based on scores calculated using the G2 algorithm v3.0 from reviews collected through March 02, 2021. The Grid® represents the democratic voice of real software users, rather than the subjective opinion of one analyst. G2 rates products from the Account-Based Advertising category algorithmically based on data sourced from product reviews shared by G2 users and data aggregated from online sources and social networks.

With 143 reviews, 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 92%.

“We are always grateful to our customers who drive this type of accolade with every single review. Not only do they attribute to our growth, but they are avid fans to promote how they use Metadata to generate revenue, not just leads,” said Jason Widup, VP of Marketing, Metadata. “We are honored to rank again as #1 in customer satisfaction against the competition, always putting our customers first.”

G2 Crowd’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.

See the full report on G2’s site.

About Metadata

Metadata is the first demand generation platform that launches paid campaign experiments and self-optimizes to revenue. Through AI and machine learning, Metadata helps B2B marketers automate the repeatable and time-consuming parts of running paid campaigns so they can focus more of their time on strategy, targeting, and creative. B2B marketers at Zoom, Okta and ThoughtSpot rely on Metadata to get closer to revenue. Start experimenting so you can get revenue faster with https://metadata.io/.