How to Build a Full-Funnel Campaign strategy with Metadata

Our incredible senior Director of Customer Success, Malika Kennedy, has been a part of the Metadata team for the past five fulfilling years. 

Throughout her time here, she has had the privilege of collaborating with numerous customers, assisting them with their media plans, and strategies, and ultimately helping them accomplish their goals. 

With her wealth of experience, Malika is excited to share some of her valuable insights with you.

Throughout her impressive tenure, Malika has had the opportunity to work with a diverse range of customers, spanning across various industries including cyber security, financial services, and healthcare. 

The breadth of her experience has given her a unique perspective, and she can’t wait to impart the knowledge she has gained during her fascinating journey at Metadata. Get ready to be inspired and learn from Malika’s wealth of wisdom.

Lock your strategy

Be strategic about your spending, especially since we’re currently in a down economy, it’s necessary to have a strategy in place.

Use this 3-step process:

  • Work with your revenue admins and gather your benchmarks (at least six months of data).
  • Plug in your budgets and forecast your revenue.
  • Set up your budget groups, benchmarks, and auto-pause rules in Metadata.

Build high-quality lead captures

The first thing to know is lead gen forms > LP.

Lead gen forms beat the landing pages. It’s in app because it doesn’t take the user, or your audience out of the app itself. After all, the forms are auto-filled for the most part. 

There is a significant difference between the lead gen form conversion rate from a landing page.The average conversion of the landing pages is anywhere from 2 to 3% and for lead gen forms, they can be anywhere from 7% to as high as 50-60%.

Landing pages have minimal fields, are above the fold, are social proof, and are concise.

Maximize demand from your audience

Seems easier said than done. How do you go about it? You might think quantity is better than quality, but if quantity is not improving the conversion rate, you want to take a closer look at your funnel to narrow down the best leads and perfect personas.

Malika broke it down into three simple suggestions:

  • There is GOLD sitting in your CRM/MA.
  • Exclusions are just as important.
  • Find a few but find them everywhere, maximize your reach by diversifying your ad channel mix.

Want to use our Metadata benchmark template?

Here’s a benchmark report that you can play around with. You can even plug in your employee size, your company size, your industry, and whatnot, and it’s going to give you some data to analyze. 

There you’ll have a baseline to start from and then you want to take the next three months and see what your data is telling you.

Your benchmarks, your baselines might look wildly different from the baselines you’ve done on average and that depends on your product.

Don’t just take our word for it

Quick design & launch of campaigns
Automated optimization & budget shifting. Clear visibility into key metrics & spend. Easy experimentation to help you course-correct quicker.
Tamara T.
Validated reviewer
Mid-Market(51-1000 emp.)
The advertising platform to rule them all!
Metadata has been the most efficient platform for managing LinkedIn and Google ads all in one place. I can easily manage audiences, ads, creatives, offers, and more. The budget grouping allows me to control how much spend to allocate by campaigns, geos, and more.
Verified User in Computer Software
Validated reviewer
Mid-Market(51-1000 emp.)
The ability to launch campaigns simultaneously across LinkedIn, Facebook, and Google Ads is incredible
It saves countless hours of duplicitous work and provides unmatched visibility into the best-performing channels.
Maggie D.
Validated reviewer
Mid-Market(51-1000 emp.)
4.6 based on 274 reviews