Challenge
Ad Spend Without a Funnel
When Tyler Crumpler joined Instruqt, the company’s paid programs were generating noise — not pipeline.
- $30K/month in ad spend was producing fewer than 10 leads.
- The agency was running only bottom-funnel “Request a Demo” ads, with no audience nurture path.
- Reporting lived in static spreadsheets, disconnected from Salesforce.
- Each campaign launch took a week or longer, stalling any ability to test or iterate.
“They were jamming demos down people’s throats,” said Crumpler.
“There was no top-funnel strategy, no understanding of the buyer journey. We needed to start over.”
The Solution
A Technology-Powered, Full-Funnel Model
Tyler replaced the agency with Metadata’s hybrid platform + managed services model to build a modern B2B funnel from scratch — one driven by automation, segmentation, and measurable outcomes.
Here’s what changed immediately:
- Persona-based targeting: Metadata’s platform lets Instruqt create audiences for marketers, sales engineers, and developers — each with their own tailored messaging and creative.
- Top-funnel education: New campaigns promoted ungated, value-first content (interactive product tours, guides, and thought-leadership posts) to build trust before a demo ask.
- Mid-funnel retargeting: Engaged users were funneled into nurture sequences highlighting customer proof, ROI stats, and live workshop invites.
- Bottom-funnel conversion: Metadata automated demo and trial promotions, integrating Salesforce data to dynamically target high-intent accounts.
- Cross-channel orchestration: Instruqt unified Google, LinkedIn, Meta, and Reddit under one system — optimizing toward pipeline, not just clicks.
“Metadata lets us build the entire customer journey in one place,” Crumpler said.
“I can target people who’ve visited certain pages, tailor ads by persona, and track it all back to Salesforce — it’s the holy grail of B2B advertising.”
The Execution
From Reactive to Always-On
Metadata’s team didn’t just hand over the tool — they became an extension of Instruqt’s marketing org.
They flew onsite to co-design the funnel strategy, map audiences, and translate Tyler’s brand vision into an always-on performance machine.
“They came out here, locked in a room with us for two days, and we rebuilt everything.
They act like teammates, not vendors — they know my ICP better than most in-house hires.”
Campaign velocity also transformed:
- Same-day campaign launches (vs. 1–2 weeks with the old agency).
- Rapid multivariate testing across persona layers.
- Real-time optimization inside Metadata’s dashboard — no spreadsheets, no lag.
Results
Pipeline That Scales Itself
Instruqt’s new full-funnel engine delivered immediate and sustained performance gains.
| Metric | Change |
|---|---|
| Cost per Lead (CPL) | -94% YoY |
| Leads from Paid Ads | +139% YoY |
| Advertising Pipeline | $522k |
| Time to Launch | 10x faster |
| Channels | Expanded Reach |
“In our first month, CPL dropped 88%. The next month it dropped 99%.
We went from spending $30K for eight leads to generating hundreds of thousands in pipeline.
It’s the best ad performance I’ve seen in my career.”
The Impact
Efficiency, Scale, and Strategic Focus
With Metadata automating execution, Instruqt’s lean three-person marketing team now focuses on strategic growth areas — ABM, BDR enablement, and brand amplification. They run the media strategy. AI runs the ads.
“Advertising is table stakes. Metadata ensures it’s always on and performing,” Crumpler said.
“Now I can spend my time building programs that expand our reach and drive quality conversations — not babysitting an agency.”
Key downstream benefits:
- Freed up 20+ hours per week in manual campaign ops.
- Eliminated agency costs while improving output.
- Full Salesforce integration for end-to-end visibility from ad click to closed-won.
- Consistent reporting and dashboards across all channels.
Why Metadata
- Automated precision targeting: AI-driven audience builder that replaces manual uploads and filters.
- Multi-persona, multi-channel orchestration: Seamless alignment between awareness, engagement, and conversion.
- Speed & flexibility: Launch in hours, test continuously.
- Team extension: Strategic collaboration and shared ownership of results.
“It makes zero sense to go back to a traditional agency,” said Crumpler.
“Metadata gives you better people, better technology, and better results — for less money.”
Tyler Crumpler
ABOUT:
Instruqt is the leading platform for GTM teams driving product adoption through hands-on developer experiences.
INDUSTRY:
B2B SaaS
EMPLOYEES:
50
