--- title: "Blog" url: https://metadata.io/resources/blog/ description: "Paid media execution research, playbooks, comparisons, and customer proof for B2B marketing leaders." source: metadata.io --- # Start with the highest-leverage reads. Executives, demand gen leaders, operators, and technical evaluators can jump straight to the questions that affect pipeline, CAC, launch speed, and control. ### CMO reads Category shifts, pipeline accountability, CAC discipline, budget governance, and how AI changes the operating model. ### Demand gen playbooks ABM, paid social, search, retargeting, campaign architecture, creative testing, and conversion paths. ### Operator guides Naming, UTMs, audiences, exclusions, pacing, handoffs, reporting hygiene, and optimization routines. ### Comparison research How Metadata fits alongside intelligence platforms, agencies, channel tools, SDR systems, and internal ops. ### AI execution How agents turn prompts into audiences, ads, offers, campaigns, optimization recommendations, and review states. ### Developer and MCP How technical teams can connect agents and scripts to campaign execution without forcing everything through a UI. ## All Articles (275) ### What is a good CTR for B2B ads? B2B ad CTR ran 0.67% on LinkedIn, 0.79% on Facebook and 6.33% on Google Ads across 314 advertisers in Metadata's 2026 benchmark of $57.6M of 2025 spend. ### What LinkedIn ads cost in 2025 LinkedIn ads cost a median $202 per lead, $63.19 CPM and $9.39 CPC across 138 B2B advertisers in Metadata's 2025 benchmark of $57.6M in ad spend. ### Revenue Marketing: From Strategy to Pipeline Impact Revenue marketing means tying every dollar you spend to actual pipeline and closed deals, not vanity metrics. ### Pipeline Marketing: Aligning Teams for Revenue Impact Pipeline marketing is how you stop counting leads and start counting revenue—by managing accounts through the entire buyer journey ### B2B Marketing Attribution: The Revenue-Driven Playbook for 2026 B2B marketing attribution is how you figure out which campaigns actually drive revenue ### Pipeline Attribution: When Sourced vs. Influenced Matters Most B2B marketers track either sourced pipeline (what started the deal) or influenced pipeline ### Cost Per Opportunity: The B2B Metric That Actually Matters Most B2B marketers are tracking the wrong metric. Cost per opportunity tells you exactly how much ### Account Based Advertising Strategy That Converts Most B2B advertising wastes money showing ads to people who will never buy from you. ### How to Build Target Account Lists That Drive Pipeline Most B2B marketers build target account lists once, save them in a spreadsheet, and watch them go stale ### The ABM Strategy Framework That Drives Pipeline Growth Most B2B marketers treat ABM like a buzzword—they slap the label on their existing demand gen ### How to Do Account-Based Marketing: The AI-Powered Playbook Account-based marketing is the smartest way to generate B2B pipeline, but most companies do it manually ### The Complete Guide to Account-Based Marketing Platforms Most B2B marketers treat ABM platforms like they’re all the same—another dashboard to check, another tool to manage. ### What Is Identity Resolution and How Does It Drive ROI? Identity resolution is how you figure out that the anonymous website visitor, the webinar lead, and the contact in your CRM are all the same person ### The Essential AI Toolkit for Modern GTM Teams AI tools for GTM teams exist to automate the repetitive work that bogs down your marketing, sales, and customer success teams. ### ABM vs Lead Gen: A Comprehensive Guide The choice between account-based marketing (ABM) vs lead generation is a practical decision that affects your ### AI vs. Human Expertise: Finding the Optimal Marketing Mix The whole AI vs. human debate in marketing is pointless because it’s not a competition—it’s a partnership. ### Marketing Tools Every Small Business Needs to Succeed Small businesses need marketing tools to grow without burning out, but most marketers waste time duct-taping together free software. ### What Is Cross-Channel Marketing And How Can You Implement It If your marketing efforts feel scattered and miss the mark across email, social media, and mobile, ### Marketing Automation ROI: How AI Transforms Your Returns Most B2B marketers calculate marketing automation ROI wrong because they count vanity metrics like email opens and MQLs instead of actual pipeline and reve ### Metadata Named To Inc. Magazine’s Best Workplaces 2022 Tech company recognized for its culture and investment into the growth and development of its employees ### Stop Chasing Ghost Signals Why intent data is collapsing — and what’s next for B2B marketing. ### We’re Breaking Free: Why It’s Time for Demand Gen Marketers to Own Their Data I am shocked. S-H-O-C-K-E-D. By what? That many people reading our 2023 B2B paid social benchmark ### When Do DIY Paid Campaigns Make Sense? Almost never. Am I biased? Sure, but I genuinely believe that. Maybe—and I mean maybe—it makes ### Marketing Workflow Automation: Strategy to Execution Marketing workflow automation is how you stop manually uploading audience lists and start building a system that runs itself. ### Ad Performance Tracking: The Complete B2B Marketer’s Guide Most B2B marketers track ad performance by staring at clicks and impressions, then wondering why their CFO keeps questioning the marketing budget. ### AI Ad Testing: Drive 3X Better Campaign Performance Manual ad testing is slow, expensive, and forces you to guess which campaigns will actually work. This guide shows you how AI ad testing runs hundreds of e ### The Smart Marketer’s Guide to Google Ads AI Tools in 2026 Google Ads AI tools promise to automate your campaigns and save you time, but most B2B marketers are either using them wrong or wasting budget ### How to Set Up LinkedIn Ads Conversion Tracking in 2026 LinkedIn conversion tracking tells you what happens after someone clicks your ad—whether they requested a demo, downloaded content, or just bounced. ### Ad Performance: The Data-Driven Marketer’s Essential Guide Most B2B marketers are drowning in ad metrics that don’t matter while the numbers that actually connect to revenue get ignored. ### Marketing Campaign Optimization Challenges & AI Solutions Campaign optimization should be straightforward—test what works, kill what doesn’t, and spend your budget smarter. But if you’re spending serio ### Marketing Ops: Your Path to Revenue Impact Marketing ops specialists are the people who make your marketing engine actually work—connecting the systems, cleaning the data, and building the processes ### 13 Facebook Ads Best Practices for B2B Marketers to Boost ROI Discover Facebook Ads best practices such as audience targeting, creative formats, and analytics. ### Agentic GTM Explained: How AI Agents Transform B2B Marketing Agentic GTM is when AI agents run your go-to-market strategy for you—not just suggesting what to do, but actually doing it. ### How to Turn Anonymous Website Visitors Into Pipeline You’re spending thousands on ads to drive traffic to your website, and then 98% of those visitors leave without telling you who they are. ### Building an AI-Powered Go-to-Market Strategy That Works Most B2B marketers are still building campaigns the same way they did five years ago—manually targeting audiences, adjusting bids, and hoping the leads tha ### Google Ads Data Not Showing in Analytics? Here’s How to Fix It Your Google Ads data isn't showing up in Analytics because your accounts aren't linked properly, auto-tagging is off, or something on your site is breaking the connection ### Digital Advertising in 2026: What B2B Marketers Must Know Digital advertising is the fastest way to reach buyers who are already looking for what you sell. This guide covers how to run campaigns that generate pipe ### Essential B2B Marketing Metrics Every GTM Team Needs Most B2B marketers track way too many numbers and not enough of the ones that actually matter. ### How AI Transforms B2B Marketing: Strategies That Work AI in B2B marketing isn't about robots taking over your job—it's about getting back the 60% of your week you waste on manual campaign work so you can actually do strategy. ### ROI in Digital Advertising: A Guide for B2B Marketers Most B2B marketers can tell you their click-through rate but have no idea if their ads actually make money. ### Ad Testing Strategies: How to Optimize Campaign Performance Most B2B marketers run ads, cross their fingers, and hope something works. This guide walks you through how to actually test your ads—what to test, how to test it, and why automation beats the manual spreadsheet nightmare ### Why Multivariate Testing Matters for Marketers Here at Metadata, you’ll hear us refer to multivariate testing a lot. Why do companies use ### Intent Signals Explained: How to turn Data into Revenue in 2026 Most B2B marketers are burning half their ad budget on companies that have zero intention of buying from them. Intent signals fix that by showing you exact ### Ad Performance: The Data-Driven Marketer’s Essential Guide Most B2B marketers are drowning in ad metrics that don't matter while the numbers that actually connect to revenue get ignored. ### The New World of B2B GTM: 2026 & Beyond This article diagnoses the critical failure in modern B2B GTM strategies. It argues that GTM effectiveness has collapsed. ### Metadata.io Accelerates the Future of Digital Advertising with Launch of MetadataONE and F1 Academy Sponsorship AI-driven marketing leader unveils MetadataONE and partners with F1 Academy driver Nicole Havrda to champion speed, ### The New Era of Retargeting: Best Practices for 2026 and Beyond Why have B2B marketers approached retargeting the same way B2C marketers have? We’re not selling sneakers. ### Reddit Ads Playbook for B2B SaaS Learn Reddit Ads Playbook for B2B SaaS for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### What Is an MCP Server? A Complete Guide for GTM Teams Learn What Is an MCP Server? A Complete Guide for GTM Teams for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### The Next Era of B2B Marketing: 3 Seismic Shifts That Will Redefine GTM Strategy Let’s be real: The old rules of B2B marketing are being rewritten—by buyers, by AI, and by the dizzying speed of change. ### How Zoom Cut CPC by 77% and Boosted ROI 3X with Metadata’s Bid Agent Discover how Zoom reduced ad spend and skyrocketed ROI using Metadata's AI-powered Bid Agent. Real results. Real automation. Zero fluff. ### 20+ ABM Metrics to Track in Your Campaigns Tracking ABM metrics ensures that your campaigns are driving engagement, pipeline growth, and ultimately converting accounts into customers. ### How Often Should You Evaluate Your Paid Media Budget? Your paid media budget isn’t something you can set and forget. Market trends shift, competition fluctuates, and platform algorithms evolve. ### How to Use ABM Content to Personalize Account Strategies In this guide, we’ll walk through how to craft a personalized ABM content strategy that feels relevant and engaging for your target accounts. ### How to Use Dynamic Ad Targeting for Better Engagement Boost B2B ad engagement with dynamic targeting strategies. Learn how to personalize campaigns and improve conversion rates with Metadata.io. ### How to Use Technographic Segmentation for Better Marketing Master technographic segmentation for B2B marketing success. Learn advanced targeting strategies to improve campaign performance with Metadata.io. ### How Does Account-Based Marketing Orchestration Work? Account-based marketing orchestration strategies align marketing, sales, and customer success teams. ### How to Implement Paid Media Marketing Automation Paid media marketing automation makes your campaigns smarter, more efficient, and more profitable. ### Account-Based vs. Inbound Marketing: Which Is Better For You? Confused about account-based marketing vs inbound marketing? Learn their differences and how to use both. ### 10 Effective B2B Lead Generation Techniques to Boost Your Pipeline B2B lead generation techniques help you fill your pipeline with high-quality leads and maximize ROAS. ### The Best B2B Retargeting Strategies for Conversions Learn The Best B2B Retargeting Strategies for Conversions for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### How to Use Intent Data in Your B2B Marketing Strategy Intent data gives you insights into prospects exploring solutions like yours and gauges their readiness to buy. ### PPC Spying: How to Get Insights from Competitors’ Ads PPC spying analyzes your competitors’ ads, uncovers what’s working for them, and gives you fresh ideas. ### How to Effectively Scale Paid Media Campaigns Without Overspending Learn How to Effectively Scale Paid Media Campaigns Without Overspending for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### How to Create Targeted PPC Campaigns That Convert Targeted PPC campaigns align every ad element with your audience's needs, priorities, and behaviors. ### 4 Main Differences Between A/B Testing Vs Multivariate Testing Learn 4 Main Differences Between A/B Testing Vs Multivariate Testing for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### How to Implement B2B Audience Segmentation Step-By-Step B2B audience segmentation means dividing your broader market into smaller audience groups based on shared traits. ### How to Target B2B Audience Effectively Learning how to target B2B audiences means understanding their pain points and buying process. ### 14 Great Ideas for Your Account-Based Marketing Strategy Learn 14 Great Ideas for Your Account-Based Marketing Strategy for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### A Complete Guide to Cross-Channel Marketing Attribution Cross-channel marketing attribution helps you identify how different touchpoints contribute to conversions. ### Cross-Channel vs Multichannel Marketing: What’s the Difference Cross-Channel vs Multichannel Marketing: How Are They Different? ### Introducing Our First 3 AI Agents We are proud to present our first three AI Agents in the world of B2B marketing, with a vision that we hope to manifest into reality. ### B2B Demand Gen Agency vs Automation: Which Drives Better ROI? Learn the differences between B2B demand gen agencies and automation platforms, and how to choose. ### Top 13 Facebook Ad Strategies for B2B Marketing Success Learn Facebook Ad Strategies for B2B Marketing Success for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### Facebook Ads Reporting: 10 Essential Metrics That Drive ROI Learn how to use Facebook Ads reporting with 10 key metrics to optimize your campaigns and boost ROI. ### How to Find the Right Google Ads Management Agency for B2B SaaS Get tips on finding the right Google Ads management agency to see better results from marketing campaigns. ### How Outsourcing Digital Marketing Services Can Transform Your Business Outsource your digital marketing services to boost ROI and efficiency. Use expert strategies for growth. ### What Does a Performance Marketing Agency Do? Learn What Does a Performance Marketing Agency Do? for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### What Top B2B Lead Generation Companies Bring to Enterprise-Level Marketing Discover how top B2B lead generation companies help enterprises get high-quality leads. ### What’s a Good CTR for Facebook Ads in B2B SaaS? Discover what is good CTR for Facebook ads in the B2B SaaS industry. Get insider tips and strategies. ### Meet Metadata Analyst Agent: Your AI-Powered Data Sidekick If you’re like most marketers, digging through campaign data to get the answers you need can ### Creative Agent: Turn Sales Calls Into Ads That Convert Creating ads is slow, expensive, and often a guessing game. Agencies and freelancers drain budgets, and ### Marketing Automation Benefits: From Lead Generation to Revenue Growth Marketing automation benefits include better lead generation, more precise targeting, and revenue growth. ### Facebook Campaign Objectives: A Guide for B2B Marketers Facebook Campaign Objectives include sales, leads, engagement, app Promotion, traffic, and awareness. ### Instagram Ad Interests List: How B2B Marketers Use Interest Targeting Learn how Instagram ad interests work, which B2B interest categories to test, and when to combine interest targeting with Metadata audience workflows. ### Top 10 Best Practices for Advertising on Instagram in 2025: A Comprehensive Guide Learn Best Practices for Advertising on Instagram in 2025: A Comprehensive Guide for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### How to Create High-Converting Facebook Messenger Ads: B2B Tactics Learn how to use Facebook Messenger Ads for B2B campaigns that drive leads and boost your bottom line. ### How To Successfully Outsource Your Marketing Campaigns Outsourcing marketing campaigns helps you to boost ROI, streamline processes, and achieve better results. ### Performance Marketing Services: How To Scale B2B Campaigns with Automation Automate and scale your B2B campaigns with performance marketing services. Maximize ROI, target precisely, and boost conversions through data-driven strategies. ### Facebook Ad Optimization: 6 Data-Driven Tricks for Higher ROI Learn Facebook Ad Optimization: 6 Data-Driven Tricks for Higher ROI for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### Building Your Brand on LinkedIn LinkedIn is the place for professional networking, career growth, and building a brand—but let’s be honest, it often feels a bit awkward. Kate Erwin recently sh ### How to Build an Effective ABX Framework: Steps, Tools, and Metrics Learn about account-based experience (ABX) marketing and how to implement it in your organization. ### Top 8 Account-Based Marketing Examples: How Leading Companies Drive ROI Learn Account-Based Marketing Examples: How Leading Companies Drive ROI for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### Advanced ABM Tactics That Drive B2B Revenue in 2025 Discover 4 cutting-edge ABM tactics to supercharge your B2B revenue in 2025. Unlock game-changing strategies for targeted marketing and sales alignment. ### How to Choose the Best Facebook Ads Agency: Pricing & ROI A Facebook ads agency consists of social media experts that can deliver measurable results for your brand. ### Transform Your Ads with a Modern PPC Agency Learn Transform Your Ads with a Modern PPC Agency for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### PPC Consultant Guide: When to Hire, What to Pay, and Automation Options Learn how a PPC consultant can improve your marketing campaigns and when it's time to hire one. ### B2B Facebook Ad Targeting: Methods That Actually Drive Conversions Learn how to improve the targeting of your Facebook campaign ads to the right audiences and improve ROI. ### A Complete Guide to Facebook Lead Ads for B2B Marketers Learn Facebook Lead Ads for B2B Marketers for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### Pursuit ABM vs. Traditional ABM: What’s the Difference? Learn Pursuit ABM vs. Traditional ABM: What’s the Difference? for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### Creating a Strategy That Revolves Around Customer Value: A Comprehensive Guide Learn how to build an account-based marketing strategy and focus your marketing efforts on specific targets. ### The B2B Marketer’s Handbook to LinkedIn Ads Learn The B2B Marketer’s Handbook to LinkedIn Ads for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### ABX vs ABM: Unraveling the Future of Account-Based Strategies Learn about the differences between ABX vs ABM and powerful strategies to elevate your campaigns. ### Mastering B2B Facebook Ads: Strategies for Success in Digital Marketing Learn how to run successful B2B Facebook ad campaigns with precise targeting and compelling ad copy. ### Better Bids, Better Results: Say Hello to the Metadata Bid Agent When you’re looking to spend smarter—getting the best results without overspending—you need something that’s both efficient and strategic. That’s why I’m excited to share a new feature we’ve rolled out at Metadata: The Metadata Bid Agent. ### We’ve Improved Our Audience Match Rates Metadata's audience match rates just got better! Discover how our improvements help boost campaign reach and relevance. ### An Account Executive Marketing Experiment: Crafting Success from Frustration At Metadata.io, innovation isn’t just a corporate buzzword; it’s a core practice. As an account executive, ### B2B is not Boring Feeling like your B2B marketing is blending into the background? You’re not alone. But let’s talk ### Finding Clarity in Your Job Search Searching for clarity in your job search? Discover how Metadata's insights can help guide you to the right role. Read more today! ### Maximizing ROI: Harnessing Experiment and Channel Count Strategies in B2B Marketing Maximize B2B ROI with Metadata’s expert tips on experimentation and channel strategy. Learn how to optimize your approach today! ### Leveraging Ad Formats for Maximum Impact: Performance Insights Across LinkedIn and Facebook from Metadata.io Learn to maximize ad impact on LinkedIn and Facebook with Metadata’s insights on ad formats. Start optimizing your ads now! ### Optimizing B2B Campaigns: A Data-Driven Look at Channel and Audience Performance on Metadata.io Optimize B2B campaigns with insights on audience and channel performance. Leverage Metadata’s data-driven approach today! ### Transforming Google Search Ads Performance: Leveraging Metadata for Optimization and Efficiency Optimize Google Search Ads with Metadata! Boost efficiency and results with our proven strategies. Read more to start improving today. ### My Journey from Political Consultant to Marketing Services Director at Metadata I don’t understand how marketers can live without Metadata. I certainly couldn’t. Here’s my journey from political consultant to Metadata Marketing Services Director. ### From Metadata User to Employee: How to Master B2B Marketing on B2C Channels I was Metadata’s biggest fan. Now, I’m the GM of MetaMatch. Here’s a glimpse of my journey from customer to employee and some audience-building best practices I learned along the way. ### Why We Killed Customer Success at Metadata We got rid of Metadata’s Customer Success team. This article explores why we made that decision, why it’s great news for our customers and why this will become more and more of a standard practice in SaaS in the future. ### How Metadata Fundamentally Changed My Approach to B2B Marketing Hey, B2B marketers. Instead of spinning your wheels with manual marketing, use Metadata to focus on the things that move the needle, like smarter audience targe ### Look Beyond the MQL: 3 Steps to Introduce Revenue Marketing to Your Company Trying to prove ROI with MQLs is holding you back. You need to get closer to revenue. You can with revenue marketing. Here’s how to do that. ### Hey Marketers, It Might Be Time to Slow Down. Here’s Why (and How) You’re constantly pressed to do more. Try that new channel. Drive more pipeline. Get more high-quality ### How to Optimize Your B2B Events Strategy (and How AI Can Help) B2B events are back in a big way. Here’s how to optimize your pre- and post-event strategy—and how AI-powered tools can help. ### How Navvatic Cut Its Sales Cycle By 59% in Less Than Two Years It takes SaaS companies two days to respond to a demo request. How can that be? Natalie Marcotullio of Navvatic provides three steps to create a better buyer experience. ### Know Thy Audience: Why Segmentation, Experimentation, and Empathy Will Never Go Out of Style Trends come and go, but understanding your audience never goes out of style. Here’s expert advice on how to find your audience and use empathy to drive conversion. ### How to Boost Ad Performance By Up to 30% with AI and Predictive Analytics Suzanne Kagan, VP of Marketing at Anyword, shares how to use AI and predictive analytics to optimize ad copy, boost performance, and lower costs. ### Rand Fishkin Says It’s the End of Attribution—Here’s What You Should Do About It According to Rand Fiskin, founder of SparkToro and Moz, attribution as we know it is done for. Here’s how he suggests you navigate the uncharted waters. ### Should You Put Budget Behind Brand Awareness in a Down Economy? We Think So. Brand awareness can carry you through a drought and boost your business when the economy is humming. Here's how to make your brand more resilient with brand awareness campaigns. ### How UserGems Increased Win Rates by 31% With Paid Media Multithreading Do you want to help your Sales team close more deals, faster? Use multithreading through paid media. Here’s advice from Isaac Ware of UserGem. ### B2B customer acquisition cost benchmarks: what a customer actually costs by company size B2B customer acquisition cost benchmarks from $57.6M of 2025 ad spend across 153 advertisers, broken down by company size, channel and audience type. ### Stop Struggling, Start Experimenting: How to Think About Your Paid Ad Experiments B2B marketers often struggle to reproduce success with their paid ads, but there’s a secret: An experimentation strategy. Here’s everything you need to know. ### The Case for Multichannel Marketing and How B2B Marketers Can Nail Their Strategy This Year It’s hard to know if multichannel B2B marketing is worth it. This article presents data on why it’s essential and how to implement it using Metadata. ### Behind the Scenes: Unveiling Our Thoughts on Display Advertising Let’s take a moment to chat about something we’ve been candid about – almost everything, except ### B2B Marketers—Meet Your New BFF: How AI Writing Is Changing the Game B2B marketers, take heart. AI writing tools can save you time, money, and headaches—really. ### How the Best B2B Marketers Untangle the Mystery of Attribution and ROI The only way to maximize demand generation budgets is to figure out attribution and ROI. This article helps B2B marketers do just that. ### Modern Marketer Guide: How to Radically Dial In Your B2B Audience Targeting Audience targeting has always been a B2B marketer’s kryptonite. Complex buying processes with multiple decision-makers, long ### Modern Marketer Guide: Building the B2B Marketing Dream Team Learn Modern Marketer Guide: Building the B2B Marketing Dream Team for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### How I Reach B2B Audiences Across Channels in 2023 Hint: LinkedIn isn’t the only paid social channel for B2B, as much as we’d like it ### Boosting Paid Social ROI: The Impact of Enabling Pipeline Optimization Every marketer dreams of making their paid social campaigns pay off in a big way. You’re ### Campaigns and budget setup We’ve decided to share our own usage and campaign setup process. A lot of our tactics ### How Metadata Uses Metadata At Metadata we created a best-in-class marketing OS, designed to save time and maximize budget efficiency. ### Is paid social advertising still worth it in 2023? Let me tell you a story. I began working for Armorblox in 2019, and my job ### Unpacking the Rise of ABM and Ungated Content for B2B Marketers Paid social advertising has changed a lot since Facebook (now Meta) introduced ads at an event ### Metadata.io Ranks No. 1870 on the 2023 Inc. 5000 With Four-Year Revenue Growth of 300% Percent, Metadata.io Ranks No. 1870 Among America’s Fastest-Growing Private Companies ### Budgeting, Pacing, and Optimizing to Maximize Your Ad Dollars If I wrote a book about the life of a performance marketer, I’d call it, Metrics, ### Using Web Personalization to Create Better Buying Experiences Here’s a double espresso to wake you up to the personalization revolution in B2B marketing: The ### Building B2B Audiences Across Native Ad Channels with Metadata This is the fifth post in our new content series, Meta With Metadata. We’re giving you ### The No-BS Buyer’s Guide From Actual Metadata Customers We interviewed two Metadata customers to look at things like their evaluation process, how they got leadership buy-in, and, most importantly, the good, bad, and ugly of using Metadata. ### How To Make Big Demand Gen Bets That Beat the House (and Deliver ROI) The pressure-packed question for you: How can I generate ROI with certainty and let the C-suite know I’m helping them weather the economic storm? ### ABM Platforms vs. Metadata’s Marketing OS: Setting the Record Straight By now, most B2B marketers have tested an account-based approach, leveraging technology from vendors who have ### DEMAND Community AMA Recap: Sydney Sloan Welcome to our “Ask Me Anything” blog recap, where we pull together the best insights and ### Demand Generation vs. Lead Generation: What’s the Difference? The terms “demand generation” and “lead generation” are used interchangeably, so it can be confusing to understand how they differ. ### DEMAND Community AMA Recap: Heather Samee Welcome to our “Ask Me Anything” blog recap, where we pull together the best insights and ### 7 Demand Gen and ABM Campaigns You Can Steal to Level Up Your Marketing Learn 7 Demand Gen and ABM Campaigns You Can Steal to Level Up Your Marketing for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### Moving From an Old-School Lead Gen Playbook to a Demand Gen Machine Out: gated content. In: demand-generation. For many years, a focus on lead generation has led to ### How to Build a Paid Media Strategy in a Down Economy Learn how to build a paid media strategy that works in a down economy. Our blog post provides actionable tips to navigate budget constraints and drive results. ### A Not-So-Boring Guide on B2B Demand Generation We’ll walk you through our approach to creating a winning B2B demand generation strategy. Build a strategy that drives more revenue. ### ABM Measurement: The 9 Most Important Metrics to Track Get the nine ABM metrics that give you everything you need to understand both how your campaigns are performing and how they impact revenue. ### The Framework You Need for Successful Marketing Experimentation Learn The Framework You Need for Successful Marketing Experimentation for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### Why Running Ads Natively Doesn’t Cut It for Demand Gen Marketers Thinking about shifting to demand generation? Learn why and how it can drive growth and lead quality. Start exploring our expert insights! ### 3 Reasons for B2B Agencies to Partner With Metadata Digital marketing agencies, by definition, help their clients optimize their digital marketing assets and campaigns through ### With 7k+ B2B Marketers Registered, Metadata’s DEMAND 2022 Is The B2B Marketing Event of the Year 2nd annual. 30+ speakers. 7 tracks. 20+ hours of unique content. DEMAND Community launch. 3 Key ### 3 Ways to Maximize Your Demand Gen Budget Fast Simple planning and research can improve the way you advertise. Here are 3 things you can do right now to get the most out of your budget. ### 9 Best Practices to Get the Most Out of Your Image Ads Learn 9 Best Practices to Get the Most Out of Your Image Ads for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### 5 Cheat Codes to Speed Up Your Launch of Metadata What is the shortest launch time for a customer? One day. What is the longest launch ### 9 Essential Ways To Get High-Quality Leads Learn 9 Essential Ways To Get High-Quality Leads for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### A Simple Guide to Smart Targeting We've got a simple guide that'll help you get started with smart targeting, so you can reach the right people in your niche. ### Targeted Marketing 101: What Is It, How Does It Work, and Examples Learn Targeted Marketing 101: What Is It, How Does It Work, and Examples for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### We’re Personalizing the Buyer Journey As We Continue Building the Marketing OS Today we announce Metadata has acquired Reactful, a real-time web personalization and optimization platform for digital marketers. ### Metadata Acquires Reactful to Help B2B Marketers Convert Existing Site Traffic to Revenue Metadata.io, the marketing operating system for B2B, today announced they have acquired Reactful, a real-time web optimization and personalization platform for digital marketers. ### A Complete Guide to Account-Based Marketing Learn Account-Based Marketing for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### Getting Started With Demand Generation Demand generation is complex, but this guide shows you how it works, strategies, and best practices. Get started with demand generation today. ### 3 Reasons You Need to Run Paid Social Ads (With Tips For Each Platform) Paid social media advertising allows you to target your most relevant consumers. Here, we look at the pros and cons of paid ads on major social platforms. ### 4 Things You Need To Know About Marketing in a Down Economy We’re facing some weirdness again, friends. Check out these strategies for being the best B2B marketer you can be in a down economy. ### Metadata Consistently #1 on RepVue’s List of The Best Small Companies For Sales Professionals to Work Tech company announces its #1 ranking on RepVue’s annual “20 Best Small Companies to Work for” ### Best Calls to Action for Digital Marketing (Backed By Data) Learn Calls to Action for Digital Marketing (Backed By Data) for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### Say Goodbye to Manual Marketing – We’re Building the First Marketing Operating System We're building an operating system that eliminates every technical, mundane, and repetitive task for B2B marketers. ### Metadata Awarded New Patents For Demand Generation Platform Newly issued patents granted for innovation in automating recommendations and action across B2B marketing programs and ### 7 Questions You Need To Ask When Hiring a Demand Generation Manager Learn 7 Questions You Need To Ask When Hiring a Demand Generation Manager for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### The Future of B2B Marketing: 5 Trends for 2022 A few months ago, I posted a question about the upcoming trends in B2B marketing: The ### 10 Companies You Need To Study if You Want To Build a Category Learn 10 Companies You Need To Study if You Want To Build a Category for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### Redefining ABM: What It Isn’t and What It Needs to Be We set the record straight on what ABM isn’t…and then define what it is and how you can integrate it into your marketing strategy. ### B2B Paid Social Benchmarks: What We Learned From $15M in Spend on Facebook and LinkedIn For demand marketers focused on driving sales and business growth, revenue is the ultimate KPI. And ### How to Measure Your Facebook Ads ROI (With Metrics That Matter to Your Boss and Business) Learn How to Measure Your Facebook Ads ROI (With Metrics That Matter to Your Boss and Business) for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### How to Optimize Existing Content & Why it Matters This is the tenth post in our new content series, No Fluffs Given. We’re tired of ### How To Create Webinars That Live Longer and Convert Faster This is the ninth post in our new content series, No Fluffs Given. We’re tired of ### Metadata Selected Second Year in a Row for Inc. 5000 List, With 3-Year Revenue Growth of 420% Metadata named one of the fastest-growing private companies in America, changing the way B2B marketers think ### How To Find Your Perfect B2B Facebook Target Audience Learn How To Find Your Perfect B2B Facebook Target Audience for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### By Marketers, For Marketers Ep. 8: ABM vs. Demand Gen In this special episode of By Marketers For Marketers, Jason discusses account-based marketing and demand generation ### How To Create a Memorable Brand and Grow Revenue With Your Content Strategy This is the eighth post in our new content series, No Fluffs Given. We’re tired of ### How To Launch Software Products Part II If you’re reading this, it’s because you’ve done it: You’ve knocked out part 1 of How ### Launching a Campaign? Avoid Expensive Mistakes With the DAB Framework This is the seventh post in our new content series, No Fluffs Given. We’re tired of ### Why G2 Reviews Are More Important Than Analyst Reports Metadata is once again in G2’s latest reports in the leader quadrant and continues to be ### 6 Reasons Why You Shouldn’t Buy Metadata Thinking of investing in Metadata? Discover the top reasons it might not be right for everyone. Read our honest guide today! ### Metadata Named Leader in G2 Summer 2021 Grid Report for Account-Based Advertising Metadata Achieves Highest Overall Satisfaction Rating among all products in Account-Based Advertising SAN FRANCISCO, July 12, ### How to Launch Software Products: Part I Great product launches mirror great teaching. Learn how educators’ skills translate into successful product marketing strategies. ### Nail Your Targeting So Your Campaigns Don’t Suck Let’s say your company sells conversation marketing software. And let’s say your company isn’t named Drift. ### The 40/40/20 Rule of Direct Marketing Learn The 40/40/20 Rule of Direct Marketing for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### Word of Mouth Marketing: How to Make It Keep Happening We’re exposed to word-of-mouth marketing all the time. We take recommendations from friends for Netflix shows, ### How To Create B2B Landing Pages That Actually Convert This is the fifth post in our new content series, No Fluffs Given. We’re tired of ### Metadata Integrates LinkedIn Conversation Ads Into Their Demand Generation Platform Metadata customers can now launch Conversation Ads campaigns directly from within the platform with pre-vetted templates ### There’s No ‘Or’ in Marketing: Why You Should Blend ABM and Demand Gen Account-based marketing isn’t exactly a shiny new toy, but the way ABM platforms talk about it ### How Metadata Customers Are Using Conversation Ads What do you get when you cross a website chatbot with a LinkedIn Sponsored Message? A ### Category Creation: What I’ve Learned From Some of the Biggest Names in SaaS I’ve had the opportunity to interview forward-thinking founders and business leaders on category creation. As an ### Power Your Campaigns With Positioning and Messaging This is the third post in our new content series, No Fluffs Given. We’re tired of ### Everyone’s Asking Us About 3rd Party Cookies. Here’s My Take. It’s not exactly breaking news: Google will put a stop to 3rd party cookies in Chrome ### How I Generated 5X Return From One LinkedIn Conversation Ads Campaign Like the rest of the marketing world, we had to make significant budget cuts when the ### Why We Decided To Go All-in on LinkedIn’s Conversation Ads On March 17, 2020, LinkedIn introduced Conversation Ads as part of the growth of Message Ads ### 4 Ways to Reduce Your CPL on Facebook by 50% This is the second post in our new content series, No Fluffs Given. We’re tired of ### How To Build and Manage a Demand Model Forecast We sat down with Matt Cannell, VP of Marketing at Mobilize.io, to learn how to build & manage a demand model forecast. ### What I Learned From Launching A New Website We had a big Metadata milestone two weeks ago. We said goodbye to our old website—so ### How to Reduce Your CPL By 82% On LinkedIn Ads This is the first post in our new content series, No Fluffs Given. We’re tired of ### How to Build a Demand Model Any CMO Would Respect I recently wrote about workplace anxiety and how data can be a great remedy. For this ### How I Turned My Anxiety into a Marketing Superpower Learn how Jason uses his workplace anxiety and turns it into a strength. ### Kaylee Edmondson: Why I Bought Metadata Hear from Kaylee about what went into her evaluation process and how she landed on Metadata. ### Metadata Named as Top Emerging Startup by Tracxn Autonomous demand generation company recognized in latest Emerging Award series San Fransisco, CA, March 17, 2021—metadata.io, ### February 2021 – Customer Newsletter Yes, it’s March 10th. And yes, this is the February customer newsletter. We know. It’s a ### February 2021 – Product Updates Target your audience on Facebook and LinkedIn with G2 Buyer Intent We recently announced our new ### Metadata.io Named High Performer in G2 Grid® for Account-Based Advertising Spring 2021 Report Company again scores Highest Satisfaction Score and Net Promoter Score (NPS) against Competitors San Francisco – ### metadata.io Closes Record Year Metadata announces over 2x platform license revenue in 2020, almost 1000 active users with record-high customer ### Sales and Marketing: It’s Time to Stop Pointing Fingers Sales and marketing have always been a bit of an odd couple – think Tom and ### metadata.io Named Leader in G2 Momentum Report for Account-Based Advertising – Winter 2021 San Francisco, CA, Feb 4, 2021 — metadata.io, the autonomous demand generation platform, today announced it ### January 2021 – Product Updates Target G2 Audiences Directly in Metadata We’re really pumped to announce this new integration with G2. ### Why Targeting Will be Your Differentiator in 2021 Your marketing focus for 2021 should be getting better at targeting. My hypothesis is you can ### By Marketers, For Marketers Ep. 6: Marketing at Lean Startups Part II In this special episode of By Marketers For Marketers, Jason discusses ABM and demand generation with ### By Marketers, For Marketers Ep. 6: Marketing at Lean Startups Part I Today’s guest is Marcel Santilli, the SVP of marketing at UpKeep. test Upkeep digitizes work requests ### metadata.io Awarded “Innovator of the Year” at LinkedIn Marketing Partner Awards Autonomous demand generation platform earns top honor for its results with LinkedIn Conversation Ads, increasing demos by 300% with 20% less budget ### Q&A Recap From Our 2020 Trends Webinar Hello And Welcome This is a blog post is a recap from the questions we weren’t ### How Not to Lose Your Marketing Budget for 2021 How’d you do with your marketing budget this year? If you’re anything like me… Every single ### November 2020 – Product Updates G2 Dynamic Audiences Build G2 Audiences using G2 Intent data and channel filters. Audiences will be ### Webinar: 2020 Sucked. Your Marketing in 2021 Doesn’t Have To. We’re hosting a webinar If you haven’t heard the news from us, Lindsay Lohan or David ### Mark Huber: Why I Joined Metadata This blog post is about five weeks late Turns out there’s quite a bit of work ### October 2020 – Product Updates Sales Alerts Notify Sales of Leads, Impressions, and Clicks related to any accounts they own directly ### Why AI and Automation Won’t Take Your Job Computers will never be like humans. Humans don’t like to do mundane, repetitive tasks – tasks ### By Marketers, For Marketers Ep. 5: AI in Marketing and Sales Systems In this episode of By Marketers For Marketers, Jason and Gabriel Lim, CEO and Co-Founder of ### metadata.io Sweeps as Leader in G2’s Account-Based Advertising Category Metadata named the Top Leader in multiple reports of the Account-Based Advertising category for the first ### The Top ABM Misconceptions My name is Kevin, and I am a Customer Success Manager at Metadata. After having launched ### September 2020 – Product Updates LinkedIn Channel Filters for Audiences 1st Demand Generation Platform to offer this! Now, you can build ### By Marketers, For Marketers ep 4: Perpetual Demand and ABM History In this episode of By Marketers For Marketers, Jason and Lauren Goldstein, CRO and Principal at ### Being a Marketer Is Hard. This shouldn’t come as a surprise, but CMOs increasingly have the shortest tenure of all C-Suite ### metadata.io Raises $6.5M for Series A Industry’s First Autonomous Demand Generation Platform Disrupts Traditional ABM Space San Francisco, CA, Sept. 9, 2020 ### The future of the marketing technology landscape is autonomous Today marks a big milestone for Metadata as we announce the closing of our $6.5m Series ### Confessions of an “Imposter Syndrome” Engineering VP I was a young mom of an almost 3-month-old infant. Despite the sleepless nights, the constant ### Lily Roosevelt on “Why I joined Metadata” Why did I join metadata? I joined Metadata because it came with the opportunity for growth. ### metadata.io Named Leader in G2 Account-Based Advertising Software for Summer 2020 Report Highest Satisfaction Scores for Overall Customer, Features, Integrations and Campaign Planning San Francisco, CA, Sept. 2, ### Not Just Engagement. Engagement AND ______… If you really want to leverage demand generation practices in your account-based marketing programs in 2020, ### By Marketers, For Marketers ep 3: Social & Relationship Marketing On the third episode of By Marketers For Marketers, Jason and Korina Edwards, Head of 7 ### metadata.io Ranks 233 on Inc. 5000 List Named in top 250 of the 2020 Inc. 5000 Fastest Growing Private Companies in America Annual ### By Marketers, For Marketers ep 1: Are You Really Doing ABM? On the very first episode of By Marketers For Marketers, James Gilbert, Head of Marketing at ### May-July Product Update Dynamic Audiences Dynamic Audiences is here! Now you can build your target account-based audiences using Salesforce ### How to do Account-Based Marketing for Demand Generation in 2020 Both demand generation and account-based marketing (ABM) are as old as marketing itself: after all, somewhere ### July Highlights, Tips and Tools from metadata.io Welcome to our newsletter! I’d like to share with you some of our favorite stories and ### Demandbase + Engagio: ABM Consolidation is Here My POV on the recent acquisition and what’s coming up next ### Demand Generation at Scale – Content is King, Distribution is Queen, Syndication is the Ace Content is King; thought leadership is the kingmaker. When scaling demand with thought leadership assets, distribution is Queen, and paid syndications is the Ac ### What is an Autonomous Demand Gen Platform and how does it differ from ABM Platforms? Most B2B marketers have made the transition from traditional campaigns to an account-based marketing (ABM) approach, ### B2B Facebook Audiences: How Metadata Bridges the Personal and Professional Learn B2B Facebook Audiences: How Metadata Bridges the Personal and Professional for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### How To Determine Which Campaigns Win With Marketing budgets being scrutinized now more than ever, it’s even more important for marketers to ### Hello B2B World, I’m Jason! Today is an exciting day for me – it’s my first day as VP of Marketing for metadata.io, and my first time leading an entire marketing function! And what an interesting time to start a new role like this… There are so many things in my head right now – I’ll keep this article to a higher-level summary and will be writing more in the weeks and months to come. ### Triggered or Influenced By Marketing? Understand marketing attribution: triggered vs influenced conversions. Learn how to measure true B2B marketing impact with Metadata.io insights. ### ABM Best Practices: Named Account Marketing Learn ABM Best Practices: Named Account Marketing for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### Unlocking B2B Account-Based Marketing on Facebook Match business profiles to personal emails so you can reach your audience and increase your match rates by as much as 9x on Facebook. ### Importance of Diversity in the Workplace Metadata recently won a Timmy Award for Best Tech Workplace for Diversity, and it motivated me to write a post that’s slightly adjacent to my normal topics ### Manual Tasks Are Killing Demand Generation. Here’s What We’re Doing About It Today’s B2B marketing departments are lean and mean. The general feedback that we get from our ### Build your Brand with Reverse-IP Pretargeting on Social Reach B2B decision-makers before they visit your site. Learn how reverse-IP pretargeting enhances brand awareness and drives engagement on social platforms. ### Nothing but Net New Leads: Geofencing Ads to the Oracle Arena What’s better than networking with marketing thought-leaders, while watching the Warriors at the Oracle Arena? Maybe ### 5 Ways to Use Video in B2B Marketing By 2019, 80 percent of internet traffic will involve video. In addition, video can help customers ### 5 B2B Email Marketing Tips that Will Double Your Response Rates When it comes to email, do you know whose message gets opened 100 percent of the ### 5 Reasons Your B2B Facebook Page May be Sputtering You built your Facebook page for your B2B business but your customers aren’t coming. Your page ### Facebook vs. LinkedIn Ads, Part 2: Quick Tips for Improving Your Ads There’s no way around it – if you want to see whether Facebook or LinkedIn is ### Facebook vs. LinkedIn Ads: Which is Better for B2B Brands? (It’s Not What You Think!) How do you choose the best mediums and platforms to use for your B2B marketing? If ### Multivariate Testing for Demand Generation Results Why are B2B companies increasingly seeking to conduct multivariate ad testing? In our last blogs, we pointed out what the strategy is, and . Here are some ### Examples of Multivariate Testing in Marketing Learn Examples of Multivariate Testing in Marketing for B2B demand generation, with practical campaign guidance and Metadata's paid media execution perspective. ### ABM Best Practices: Develop Persona Insights Air cover provides your team with awareness-building content — a palette of information to apply to ### ABM Best Practices: How Air Cover Gets You Covered In a world where predictive marketing is getting more technical by the second, you need to ### ABM Best Practices: Identifying Buyer Intent Account-Based Marketing (ABM) represents a new model for B2B lead generation. Even though it’s three unwieldy ### ABM Best Practices: Start at the Top (of the Funnel) Lead generation and account-based marketing (ABM) best practices help you drive more targeted leads and bring ## Read the buyer guide next Use the curated research to decide which campaign should anchor your demo.