How Webex Events Increased Pipeline 60% While Cutting Budget 73% With Metadata

Webex Events was allocating 95% of their paid budget to lead generation with minimal conversion to pipeline. Budget cuts meant the two-person team needed to achieve more with significantly less, but the current lead-gen-heavy approach was already underperforming.

The team knew they needed to rethink their strategy entirely, moving beyond lead gen to content-driven campaigns and retargeting, but lacked the bandwidth and tools to make that pivot while maintaining campaign volume.

Metadata gave the two-person team the automation to completely rethink their paid strategy and execute at an unprecedented pace.

• Strategy pivot from lead gen to educational video content, building retargeting audiences from engaged viewers rather than relying solely on form fills.
• Campaign Automation enabled launching 30 net-new campaigns and experiments in a single quarter, work that would have consumed the entire quarter manually.
• Experiment Engine tested creative variations, audience segments, and content formats simultaneously, quickly identifying winning combinations.
• Budget Optimization auto-scaled winners and paused underperformers, ensuring every dollar went to the campaigns generating real pipeline.

By pivoting strategy and leveraging Metadata's automation, Webex Events achieved extraordinary efficiency gains.

• 53 opportunities created from the new content-driven approach
• 60% pipeline increase despite massive budget cuts
• 44% lower cost per opportunity through automated optimization
• 73% budget reduction while growing pipeline, proving efficiency beats volume
• 30 campaigns launched in one quarter by a two-person team