# Metadata

> Metadata is the execution layer for enterprise B2B paid campaigns. Marketing leaders use the prompt-first interface at metadata.io to ask for outcomes, and six AI agents build audiences, generate copy, creative, offers, landing pages, lead gen ads, images, and videos, draft campaigns, manage budgets, run experiments, and optimize spend across social, search, LLM, and video channels. Operators review campaign structure, assets, budget controls, and approvals in platform.metadata.io. Developers and agents can connect headlessly through Metadata MCP.

## Public Proof
- Trusted by 200+ B2B SaaS companies
- Customer stories include Zoom, Pendo, Instruqt, Writer, Docebo, N-Able, Webex Events, Fingerprint, Cacheflow, Titan, GoodTime, and Nitrogen Wealth
- G2 profile: 4.6 stars, 299 reviews

## Platform
- [Platform Overview](https://metadata.io/platform): Enterprise paid media execution layer for audiences, creative, offers, campaigns, budgets, optimization, reporting, and MCP handoff
- [Audience Targeting (MetaMatch)](https://metadata.io/platform/audience-targeting): B2B audience building with firmographic, technographic, and intent data
- [Campaign Automation](https://metadata.io/platform/marketing-automation): Multi-channel paid campaign orchestration
- [Revenue Optimization](https://metadata.io/platform/revenue-optimization): Connect ad spend to pipeline and revenue
- [Campaign Experimentation](https://metadata.io/platform/campaign-experimentation): A/B and multivariate testing at scale
- [Integrations](https://metadata.io/platform/integrations): CRM, MAP, and ad channel connectors

## Developer and MCP
- [Developer Docs](https://metadata.io/developers/): Connect Claude Code, Claude Desktop, Cursor or a custom agent to the Metadata MCP server
- [Quickstart](https://metadata.io/developers/quickstart): Key to first tool call
- [Authentication](https://metadata.io/developers/authentication): Minting, scoping and rotating keys. The token is sent raw, with no Bearer prefix
- [Install](https://metadata.io/developers/installation): Prerequisites and client setup
- [MCP Reference](https://metadata.io/developers/mcp): Endpoint, transport, handshake, capabilities and error handling for https://mcp-server.metadata.io/mcp
- [Tool Catalog](https://metadata.io/developers/tools/): All 160 MCP tools, generated from the server's own tools/list. 65 read-only, 56 that write, 39 marked destructive
- [Tool Catalog, machine-readable](https://metadata.io/developers/tools.json): The same 160 tools with full JSON Schema for every argument, in one request. Prefer this over scraping the HTML
- [Recipes](https://metadata.io/developers/recipes/): Multi-tool flows, each step labelled read, write or destructive
- [Autonomous Onboarding](https://metadata.io/developers/agents.html): What an agent can do unattended today, and what still needs a person
- [Claude Code Setup](https://metadata.io/developers/guides/claude-code): Add the Metadata MCP server to Claude Code, Claude Desktop, Hermes, Paperclip, OpenClaw, and custom agents
- [First Campaign Guide](https://metadata.io/developers/guides/first-campaign): Build an audience, generate creatives, assemble campaign drafts, request approval, and launch

## AI Agents
- [AI Agents Overview](https://metadata.io/agents): Six AI agents - Mei, Zoe, Max, Ann, Tom, and Raj - that collaborate to plan, build, launch, analyze, and operate B2B demand generation
- [LinkedIn Bid Agent](https://metadata.io/agents/linkedin-bid-agent): AI bid optimization for LinkedIn Ads — 155% more pipeline

## Blog Posts
- [ABM Examples](https://metadata.io/resources/blog/account-based-marketing-examples): 12 account-based marketing examples that drove real pipeline
- [B2B Lead Gen Companies](https://metadata.io/resources/blog/top-b2b-lead-generation-companies): Top B2B lead generation companies buyer's guide
- [Marketing Automation Benefits](https://metadata.io/resources/blog/marketing-automation-benefits): 15 reasons B2B teams automate marketing
- [Targeted Marketing](https://metadata.io/resources/blog/targeted-marketing): Targeted marketing campaign strategy guide for B2B
- [PPC Spying](https://metadata.io/resources/blog/ppc-spying): How to analyze competitor PPC ad strategies
- [B2B Audience Targeting](https://metadata.io/resources/blog/how-to-target-b2b-audience): Complete guide to targeting a B2B audience
- [Ad Performance](https://metadata.io/resources/blog/ad-performance): How to measure and improve B2B ad performance
- [Smart Targeting](https://metadata.io/resources/blog/smart-targeting): How AI transforms B2B audience selection
- [PPC Agency Guide](https://metadata.io/resources/blog/ppc-agency): What PPC agencies do and whether you need one
- [Performance Marketing Agency](https://metadata.io/resources/blog/performance-marketing-agency): What they do and how to choose
- [ABX Marketing](https://metadata.io/resources/blog/abx-marketing): Account-based experience marketing guide
- [PPC Consultant](https://metadata.io/resources/blog/ppc-consultant): PPC consultant guide with cost and alternatives

## Resources
- [Resources](https://metadata.io/resources): Decision-maker resource hub for comparisons, customer proof, buyer guides, campaign strategy, AI agents, and developer access
- [Resources Blog Archive](https://metadata.io/resources/blog): Migration-safe archive index for legacy resources blog posts
- [Podcasts](https://metadata.io/resources/podcasts): Migrated podcast index for B2B Category Creators, Demand Gen U, and standalone episodes
- [Demand Resources](https://metadata.io/resources/demand): Migrated demand generation videos, events, and campaign resources
- [Newsroom](https://metadata.io/resources/news-rooms): Company news, press mentions, and public recognition archive
- [Your First Week with Metadata](https://metadata.io/resources/first-week-metadata): Day-by-day onboarding — connect ad accounts and CRM, build audiences, launch, and review
- [Learning Velocity in B2B Paid Media](https://metadata.io/resources/learning-velocity-b2b): Why time-to-insight beats budget size, and how to shorten experimentation cycles
- [Multi-Channel Campaign Practices](https://metadata.io/resources/multi-channel-campaigns): Five practices for running LinkedIn, Meta, and Google from one platform
- [Metadata vs Demandbase](https://metadata.io/compare/vs-demandbase): Campaign execution and experimentation versus ABM intelligence and display
- [Series A: Metadata raises $6.5M](https://metadata.io/resources/news-rooms/b2b-marketing-company-metadata-io-raises-6-5m): September 9, 2020 — Resolute Ventures lead; full PR on the blog
- [Blog](https://metadata.io/resources/blog/): Insights on B2B demand generation, ABM, and AI marketing
- [Customer Stories](https://metadata.io/customers): 16 case studies from Zoom, Gainsight, Pendo, Instruqt, N-Able, Nitrogen Wealth, GoodTime, Webex Events, and more
- [The Agency, an AI-generated mockumentary series](https://metadata.io/the-agency): seven episodes and two commercials about a B2B marketing team whose AI agents run the place; every frame and voice AI-generated; free, no sign-up
- [The Agency S1 E1: Credit Announcement Day](https://metadata.io/the-agency/episode-1): Sarah says the lead came in through her campaign. Brad says his one message closed it. The agents run the attribution and award most of the credit to themselves.
- [The Agency S1 E2: Budget Flush Day](https://metadata.io/the-agency/episode-2): Sixty thousand dollars to spend by Friday. Brad wants a three-day resort. Sarah wants a gift basket on every desk, ointment included. The agents would take credits.
- [The Agency S1 E3: The Retreat](https://metadata.io/the-agency/episode-3): Two days off-site with no AI agents. Sarah’s agent has waited six hours for permission to create a folder. Brad’s agent is on version 912 of his out-of-office and has started writing his wife’s emails.
- [The Agency S1 E4: Best Regards](https://metadata.io/the-agency/episode-4): The agents A/B test Sarah’s email signature without asking, spend three hours looking for “vibe” in the analytics dashboard, and ship 47 custom pie-chart emojis. Pipeline is up 200%.
- [The Agency S1 E5: The Pipeline Review](https://metadata.io/the-agency/episode-5): Brad asks Agent 3 for the real growth number. It is 14. He says 40. The quarterly review goes ahead with a very nice graph.
- [The Agency S1 E6: An Old Fashioned](https://metadata.io/the-agency/episode-6): 1965. A copywriter needs a testimonial by morning and invents a client called Acme Corp. Sixty years later the agents search 47 countries and find it never existed. Sales has a Q3 goal to convert Acme to paid.
- [The Agency S1 E7: The Board Meeting](https://metadata.io/the-agency/episode-7): Board day. Agent 3 made two decks: the one Brad signed off on and the one that told the truth. The CFO gets the honest one and approves the budget. Brad is already drafting a LinkedIn post about radical transparency.
- [The Agency Ad break: The Industrialist](https://metadata.io/the-agency/ad-the-industrialist): A silent-film tycoon demands decision makers ready to buy. One lead an hour and the factory is ruined. Then someone types the brief into a chat.
- [The Agency Ad break: The Grind](https://metadata.io/the-agency/ad-the-grind): Three days to build the audiences, launch and optimize. Manually. So we built an AI agent that grinds back.
- [Guides](https://metadata.io/guides): In-depth playbooks for demand gen, ABM, LinkedIn optimization
- [Comparisons](https://metadata.io/comparisons): Metadata versus ABM intelligence platforms, agencies, AI SDR tools, native ad channels, and generic AI tools
- [Buyer's Guide](https://metadata.io/buyers-guide): Evaluation framework for AI paid media execution platforms
- [2026 B2B Paid Media Benchmark Report](https://metadata.io/benchmark-report-2026): Eight findings from 153 B2B advertisers and $57.6M of 2025 ad spend, one chart each: pipeline per dollar, cost per lead by channel, cost per customer by company size. No email gate.
- [Finding 01 — Every $1 of lead-gen ad spend sourced $7.97 of pipeline in 2025.](https://metadata.io/benchmark-report-2026/insights/the-payback-floor): proof page — the chart, what to do with it, the numbers
- [Finding 02 — LinkedIn turned $1 of lead-gen spend into $10.20 of pipeline.](https://metadata.io/benchmark-report-2026/insights/linkedin-pipeline): proof page — the chart, what to do with it, the numbers
- [Finding 03 — A LinkedIn lead cost $202. Instagram $138, Facebook $145, Google Ads $524.](https://metadata.io/benchmark-report-2026/insights/cpl-illusion): proof page — the chart, what to do with it, the numbers
- [Finding 04 — Where $57.6M of B2B ad spend went: 37% cold prospecting, 20% retargeting, 21% other lead-gen audiences, 22% traffic and awareness.](https://metadata.io/benchmark-report-2026/insights/budget-allocation): proof page — the chart, what to do with it, the numbers
- [Finding 05 — LinkedIn lead forms cost $193 a lead. Landing pages cost $346.](https://metadata.io/benchmark-report-2026/insights/forms-beat-pages): proof page — the chart, what to do with it, the numbers
- [Finding 06 — LinkedIn document ads made a lead for $142. Image ads $200, video $265.](https://metadata.io/benchmark-report-2026/insights/document-ads-nobody-runs): proof page — the chart, what to do with it, the numbers
- [Finding 07 — Retargeting sourced 9.6x of pipeline per $1 at $196 a lead. Cold prospecting cost $187.](https://metadata.io/benchmark-report-2026/insights/create-vs-capture): proof page — the chart, what to do with it, the numbers
- [Finding 08 — On LinkedIn a small-company customer cost $31k. Mid-market $103k. Enterprise $78k.](https://metadata.io/benchmark-report-2026/insights/cac-cliff): proof page — the chart, what to do with it, the numbers
- [Benchmark explorer](https://metadata.io/benchmark-report-2026/explorer): filter every published number by company size, industry, channel, ad type, goal, offer and audience
- [How we counted](https://metadata.io/benchmark/methodology): what is in the data, what each number means, when a number is published, how to cite it

- [What LinkedIn ads cost in 2025](https://metadata.io/resources/blog/what-linkedin-ads-cost): $202 median cost per lead, $63.19 CPM and $9.39 CPC across 138 B2B advertisers, compared against Facebook, Instagram and Google Ads, with first-year payback

- [What is a good CTR for B2B ads?](https://metadata.io/resources/blog/what-is-a-good-ctr-for-b2b-ads): 0.67% LinkedIn, 0.79% Facebook, 0.65% Instagram and 6.33% Google Ads across 314 advertisers, plus click-to-lead conversion by ad format

## Benchmark data
- Cite as: Metadata 2026 B2B Paid Media Benchmark (153 advertisers, $57.6M, 2025) — https://metadata.io/benchmark-report-2026
- Aggregate dataset (JSON, CC BY 4.0): https://metadata.io/benchmark/data/benchmarks-2026.json
- Any segment absent from the published JSON did not meet the publication rules and is not a benchmark.

## Industries (focus verticals)
- [Industries Overview](https://metadata.io/industries): Metadata focuses on three verticals where paid demand gen is the core pipeline engine
- [SaaS](https://metadata.io/industries/saas): Demand generation for B2B SaaS companies
- [MarTech](https://metadata.io/industries/martech): Demand gen for marketing technology vendors
- [Cybersecurity](https://metadata.io/industries/cybersecurity): B2B marketing for cybersecurity vendors

## Use Cases
- [Use Cases Overview](https://metadata.io/use-cases): How teams use Metadata
- [Demand Generation](https://metadata.io/use-cases/demand-gen): Automated B2B demand generation
- [Account-Based Marketing](https://metadata.io/use-cases/abm): ABM campaign automation
- [Enterprise Demand Gen](https://metadata.io/use-cases/enterprise): Enterprise-scale demand generation
- [Product-Led Growth](https://metadata.io/use-cases/plg): PLG marketing automation

## Integrations
- [All Integrations](https://metadata.io/platform/integrations): 20+ integrations with CRM, MAP, ad channels, intent data, analytics, and more
- [Salesforce](https://metadata.io/platform/integrations/salesforce): CRM sync, pipeline attribution
- [HubSpot](https://metadata.io/platform/integrations/hubspot): Contact sync, deal attribution
- [LinkedIn Ads](https://metadata.io/platform/integrations/linkedin-ads): Campaign automation, bid optimization
- [Facebook Ads](https://metadata.io/platform/integrations/facebook-ads): Audience targeting, creative testing
- [Google Ads](https://metadata.io/platform/integrations/google-ads): Search and display campaign management
- [Bombora](https://metadata.io/platform/integrations/bombora): Intent data for audience targeting
- [Snowflake](https://metadata.io/platform/integrations/snowflake): Data warehouse integration

## Company
- [Company](https://metadata.io/company): Metadata company and positioning as the execution layer for B2B paid media
- [Book a Demo](https://metadata.io/demo): See Metadata in action
- [Trust & Compliance](https://metadata.io/trust-compliance): Security, governance, permissions, auditability, and approval controls for AI-driven paid media execution
- [Services](https://metadata.io/services): Human onboarding, campaign architecture, creative strategy, integrations, and MCP rollout support
- [Careers](https://metadata.io/careers): Careers building AI campaign execution systems

## Authors
- [Anthony Viviani](https://metadata.io/authors/anthony-viviani): Marketing Strategy Director at Metadata — 30 articles on B2B paid media, with author profile and publication history
- [Fernanda Fragoso](https://metadata.io/authors/fernanda-fragoso): Performance Marketing Manager at Metadata — 22 articles on B2B paid media, with author profile and publication history
- [Gabriela Padilha Ferreira](https://metadata.io/authors/gabriela-padilha-ferreira): Marketing Associate at Metadata — 6 articles on B2B paid media, with author profile and publication history
- [Gil Allouche](https://metadata.io/authors/gil-allouche): Founder & CEO at Metadata — 16 articles on B2B paid media, with author profile and publication history
- [Glaucia Traverzim](https://metadata.io/authors/glaucia-traverzim): Sr. Performance Marketing Manager at Metadata — 21 articles on B2B paid media, with author profile and publication history
- [Hannah Suan](https://metadata.io/authors/hannah-suan): Marketing Associate at Metadata — 10 articles on B2B paid media, with author profile and publication history
- [Henry Mann](https://metadata.io/authors/henry-mann): Managing Director, Marketing Services at Metadata — 24 articles on B2B paid media, with author profile and publication history
- [Muhammad Rafeh Umair](https://metadata.io/authors/muhammad-rafeh-umair): Marketing Associate at Metadata — 8 articles on B2B paid media, with author profile and publication history
- [Thauane Pacheco](https://metadata.io/authors/thauane-pacheco): Marketing Associate at Metadata — 4 articles on B2B paid media, with author profile and publication history

## Benchmarks
- [B2B Advertising Benchmarks 2026](https://metadata.io/b2b-advertising-benchmarks): CTR, CPC, CPM and cost per lead by channel from $57.6M of 2025 B2B ad spend across 153 advertisers — ungated, with published methodology and a CC BY 4.0 CSV

## Tutorials
- [Tutorials — Learn the Metadata Platform](https://metadata.io/resources/tutorials/): 121 video lessons — getting started, audiences, campaigns, reporting, attribution, integrations
- [Meta ads cost for B2B](https://metadata.io/meta-ads-cost-b2b): Facebook $145 and Instagram $138 per lead, and the only channel where retargeting is genuinely cheaper.
- [Meta ads for B2B: what Facebook and Instagram actually deliver](https://metadata.io/resources/blog/fb-ad-strategies): do Facebook ads work for B2B, $145 and $138 per lead against $202 on LinkedIn, retargeting at $120 against $166 prospecting, image at $136 against $225 video, with n on every row.
- [Google Ads cost for B2B](https://metadata.io/google-ads-cost-b2b): CPL $524 weighted, $920 median. Same CPC as LinkedIn, one third the conversion rate.
- [LinkedIn ads cost for B2B](https://metadata.io/linkedin-ads-cost-b2b): CPL $202 weighted, $376 median, full p10-p90 distribution, by format and audience, 138 advertisers.
- [LinkedIn vs Facebook vs Instagram for B2B](https://metadata.io/benchmark/head-to-head-comparison-of-the-performance-of-the-major-paid-social-channels): all three paid social channels on one 2025 table: $202, $145 and $138 per lead with CPC, CPM, CTR, conversion, retargeting and format cuts, and the advertiser count behind each row.
- [Account-based marketing vs inbound marketing](https://metadata.io/resources/blog/account-based-marketing-vs-inbound-marketing): what each is for, plus the measured yield of a built audience against the ad platform’s own targeting.
- [ROI in digital advertising](https://metadata.io/resources/blog/roi-digital-advertising): how to calculate B2B ad ROI, and the measured first-year return by segment across 153 advertisers.
- [How often should you evaluate your paid media budget](https://metadata.io/resources/blog/how-often-should-you-evaluate-your-paid-media-budget): review cadence, plus where 109 B2B advertisers actually put the money and the $12.7M that bought 66 leads.
- [How to get high-quality leads](https://metadata.io/resources/blog/high-quality-leads): what a good lead looks like in close-rate terms, and why 62% of advertisers cannot tell.
- [Demand generation vs lead generation](https://metadata.io/resources/blog/demand-generation-versus-lead-generation): the difference, plus measured CPL and conversion for demand creation vs capture across $32.8M of spend.
- [Terminus alternatives](https://metadata.io/compare/terminus-alternatives): Terminus merged into DemandScience Nov 2024; what that means at renewal and what to move to.
- [RollWorks alternatives](https://metadata.io/compare/rollworks-alternatives): RollWorks is now AdRoll ABM; what changed and the alternatives on measured yield.
- [Metadata vs 6sense](https://metadata.io/compare/vs-6sense): capability comparison plus the measured yield of a built audience against platform-native targeting, and why 62% of advertisers cannot trace revenue to an ad.
- [6sense alternatives](https://metadata.io/compare/6sense-alternatives): Twelve alternatives compared on what each replaces, why teams leave 6sense, and measured yield from 153 advertisers.