How Metadata Enabled Gainsight to Scale Demand Gen and Drive 6 Million in Pipeline

THE CHALLENGE

Gainsight challenged its marketing team to better leverage AI and automation to take on routine and repetitive processes, freeing up human capital to spend more time on strategy and high-touch customer experiences. Expectations were high, demanding the ‘system’ deliver the same performance that was expected of highly trained digital marketers. Pipeline targets stayed the same. Expectations stayed the same. The company still needed a predictable flow of net new pipeline from paid channels, but knew that machines scaled where people didn’t.

Before Metadata, the manual workload was consuming:

• Campaign builds took hours per channel
• Optimizing budgets required constant monitoring
• Testing at scale was not practical 
• Every campaign manager had unique requirements for  pacing, performance, and reporting

“It was impossible to scale this job without automation. We simply couldn’t throw enough people at growing our digital programs while continuing to invest elsewhere.“

The problem was not just efficiency. It became a resource risk.  

Without automation, Gainsight could not:

• Hit ever-increasing pipeline ambitions 
• Preserve spend efficiency
• Optimize campaigns in real time
• Keep lead volume and quality growing in line with corporate growth demands.  

The digital demand gen engine was searching for a rebuild, built around automation, precision, and scale.

THE SOLUTION

Gainsight turned to Metadata to regain control, speed, and scale. Metadata became the foundation for how paid media runs:

• Campaigns built in minutes instead of hours
• Guardrails that prevent overspend
• Automated and AI-driven budget optimization
• Rapid creative and copy testing
• Full visibility into which campaigns influenced pipeline

“They took 70% of the manual execution off our plate. That gave our teams time back to focus on strategy, performance, and what drives revenue.”

With Metadata in place, Gainsight could:

• Reallocate over half of their digital team to work on more strategic initiatives 
• Scale testing and learning 
• Control budgets with confidence
• Prove influence and tie every program back to pipeline
• Move faster than manual tools ever allowed

Metadata did not just help Gainsight stay afloat. It changed what the team was capable of.

THE RESULTS

Metadata delivered the level of performance and efficiency Gainsight needed to run a high-output demand gen engine by leveraging AI and operational scale. 

Pipeline Outcomes

• $6 million in pipeline triggered and influenced by Metadata campaigns in the last year
• Fully trackable and attributable inside the platform

Cost Savings

• $60,000 per year saved through Metadata Bid Agent
• $40,000 saved since April from automated optimizations
• Total savings — approximately $100,000 annually

Team Efficiency

• Supercharging the digital team to drive campaigns, freeing up talent to work on other marketing priorities. 
• No drop in pipeline
• No drop in output
• No slowdown in testing or optimization

Speed

• Campaign creation dropped from hours to minutes
• Testing velocity increased
• Creative and audience experiments scaled 

Targeting Accuracy

• Metadata improved audience segmentation and targeting precision
• Higher conversion rates
• Cleaner delivery
• Better alignment with sales and SDR insights

Confidence

• Accurate performance data
• Clear influence reporting
• Fast learnings delivered back to content, product marketing, and SDR teams

“We are not guessing anymore. We know what works. And we can prove it.”

THE IMPACT

With Metadata, Gainsight rebuilt a demand gen function around automation, intelligence, and measurable impact.

• Pipeline increased
• Spend efficiency increased
• Output increased
• Execution speed increased
• Strategic alignment increased

Metadata did not simply help Gainsight do more with less. It enabled them to run a modern demand gen engine that is faster, smarter, and more profitable.

“Metadata generated millions in pipeline. It not only made us efficient. It made our entire function stronger.”