How N-Able Achieved 524% Pipeline ROI With Metadata

N-Able, a provider of IT management solutions for managed service providers (MSPs), needed to reach a highly specific buyer persona across multiple channels. Their target audience. IT decision-makers at MSPs, is a niche segment that is difficult to reach with standard platform targeting on LinkedIn or Facebook alone.

The demand gen team was spending significant effort manually building audiences on each platform, duplicating campaign setups, and struggling to attribute pipeline back to specific campaigns and channels. Without a unified view of performance, budget allocation decisions were based on incomplete data.

Metadata provided N-Able with a centralized demand gen platform that unified audience targeting and campaign management across channels.

• MetaMatch multi-channel audience targeting allowed N-Able to build precise audiences of MSP decision-makers using firmographic criteria and activate them across LinkedIn, Facebook, and display simultaneously.
• Multi-Channel Campaigns reduced the manual overhead of launching and managing experiments across channels, letting the team run more tests with less effort.
• Pipeline Analytics connected ad spend to CRM outcomes, giving the team clear visibility into which audiences, channels, and campaigns were generating pipeline and revenue.

By centralizing demand gen operations on Metadata, N-Able transformed their paid campaign performance.

• 524% pipeline ROI driven by multi-channel audience targeting
• More precise targeting of the MSP buyer persona across channels, reducing wasted impressions
• Faster campaign iteration with automated experiment management across platforms