How Qualified Activated Intent Data and Influenced $6.9M in Pipeline
See how Qualified used Metadata to turn intent data into targeted advertising, reaching 2,000+ surging accounts and influencing $6.9M in pipeline across Facebook and LinkedIn.
- Industry
- Pipeline Generation / SaaS
- Company Size
- Mid-Market (200 employees)
- Products Used
- Audiences, Intent Data Activation, Facebook + LinkedIn Ads
- Website
- qualified.com →
Qualified had access to powerful intent data through their Signals product, but struggled to convert that data into effective advertising campaigns. Third-party intent data didn't align cleanly with Salesforce reporting, creating a disconnect between what they knew about buyer behavior and what they could act on.
The team needed granular targeting on major ad platforms like Facebook and LinkedIn, but native targeting options on those channels couldn't match the specificity of their intent signals. Surging accounts were slipping through without being reached by paid media.
Metadata bridged the gap between Qualified's intent data and their paid media execution.
- Custom Audiences built from Salesforce list view reports segmented high-intent accounts identified by Qualified Signals, turning intent signals into actionable ad targets.
- Contact-level criteria connected account lists to Metadata, ensuring ads reached the right people at surging accounts on both Facebook and LinkedIn.
- URL parameter tracking provided clear attribution, connecting ad interactions back to pipeline influence and proving the impact of intent-driven advertising.
By activating intent data through Metadata, Qualified turned buyer signals into measurable pipeline impact.
- 2,000+ surging target accounts reached with precision advertising on Facebook and LinkedIn
- $6.9M in influenced pipeline attributed to intent-driven campaigns
- 703 hours of manual work automated, freeing the team for strategic initiatives
“Metadata gives us the ability to build custom audiences and leverage them on ad channels that typically don't let you get that granular like Facebook and LinkedIn. It adds that next level of detail so we can be more efficient with our ad spend.”
