--- title: "Resources" url: https://metadata.io/resources/ description: "Guides, comparisons, customer proof, demos, and developer resources for enterprise B2B paid media teams evaluating Metadata." source: metadata.io --- # The playbooks behind pipeline-generating paid media. Guides, benchmarks, customer stories, and product walkthroughs from the teams running B2B paid media on Metadata. ## All Resources (255) ### Beyond Efficiency: How Orgs Are Reimagining Work in the AI Era Most leaders are using AI to do old work faster but that’s the efficiency trap. In ### From prompts to pipeline: The rise of agentic GTM Discover how agentic GTM is reshaping the marketing-to-revenue engine by turning prompts into autonomous actions that ### Fireside chat: From automation to autonomy - How Leaders are rebuilding their stacks The next generation of GTM isn’t just about doing things faster. It’s about systems that think, ### Brand ≠ Awareness. Brand = Trust at Speed In the age of AI agents and autonomous buyers, brand is no longer built—it’s cited. In ### Scaling with Superhumans ### How Chili Piper got to $50M with 2 marketers and lots of agents Agentic workflows that move the needle across all departments. Demand gen, growth, product marketing, customer marketing… ### Fireside chat: Agentic systems and 2026 predictions What does the future of GTM look like in a world powered by agentic systems? In ### Winning organic growth in the new (old) world of AI search ### Precision Across GTM: Building an Adaptable, Self-Learning Agentic System Start here if your GTM still moves in parts instead of one connected system. We’ll look ### Building Your Brand For The AI Search Era AI has completely disrupted the way B2B buyers research, shortlist, and make decisions about software products. ### The Anti-Slop Edge: Real B2B Marketing in the Agentic Era Q&A ### AI for ABM that reps actually love and converts 10-15% Join Trinity Nguyen, CMO at UserGems, for a practical, no BS session on how their monthly ### Product showcase: Metadata MVT/BID AGENT deep dive ### Leading the Hybrid Team You’re now managing humans AND agents. Different motivation, different failure modes, different leverage. ### How AI affects Customer Acquisition ### Closing: What the future holds ### Kendra & Charles - Stop Experimenting With AI. Start Making Money With Agents ### Sarah McConnell - The Shift From Automation to Agentic ### Lisa Sharapata - What the Board Actually Cares About ### Sydney Sloan - How to Build Brand and Win in AEO ### Louise Clements - Creativity as the Engine of AI-Powered Growth ### Brooke Cunningham & Natalie Scherer - From AI Experiments to Revenue Engine ### Andy Crestodina - AI for B2B Content Strategy and Lead Generation ### Alina, Trinity, Carilu, and Lisa - What Marketing Leaders Must Prepare For Next ### Gil Allouche - Scaling GTM with AI: 5 Real Examples of Autonomous Execution ### Matt Hammel - SEO to AEO. Winning search in a World of Agents ### Carol-Lyn Jardine, Suzanne Wholley, Johan Abadie & Treynor Tetik - Inside the Shift for GTM Leaders ### Sangram Vajre - Growth without Bloat ### Your First Week with Metadata: A Practical Guide to Launching Campaigns Fast A day-by-day guide to your first week with Metadata. Connect accounts, build audiences, launch campaigns, and start coll… ### Why Learning Velocity Beats Budget Size in B2B Paid Media Budget approval is just permission to learn. Discover why learning velocity — not budget size — determines B2B paid medi… ### 5 Proven Practices for Running Multi-Channel B2B Campaigns From One Platform Distill five battle-tested practices for consolidating multi-channel B2B campaigns: centralize management, build a testi… ### How Zoom Cut CPC by 77% and Boosted ROI 3X with Metadata's Bid Agent The AI Advantage in B2B Paid Advertising What happens when a global B2B marketing team hands ### AI Salary Guide | B2B Tech Marketing Salary & AI Career Impact Report 90% of B2B marketers actively use AI. 58% expect salary premiums within 2 years. Get the full 2025 Salary Guide with com… ### Instruqt Replaces Its Agency With Metadata to Build a Full-Funnel Engine See how Instruqt Replaces Its Agency With Metadata to Build a Full-Funnel Engine. ### Titan Builds Paid Demand from Scratch with Metadata See how Titan Builds Paid Demand from Scratch with Metadata. ### Spotlight: Person-Level Intent Explore how person-level intent data transforms B2B targeting, enabling marketers to reach individual decision-makers ba… ### Why Continuous Experimentation with Paid Ads Wins More Deals Jason Barbato explains why running paid campaigns without experiments is ineffective. Experiments let you see what works… ### How To Reduce CAC Through Metadata Auto Pause Rules Kevin Joyce demonstrates how Metadata Auto Pause Rules help marketers automatically pause underperforming campaigns and … ### Google Ads Deep Dive: High Impact Google Search Campaigns Anthony Viviani explores strategies for creating effective Google Ads campaigns that deliver measurable results, coverin… ### From Data To Decisions Henry Mann explores how data-driven insights shape high-performing ad campaigns, covering full funnel marketing, measuri… ### Maximizing Demand Gen: Small Team, Smarter Tech, Bigger Results Demand Gen U podcast episode on how small marketing teams can maximize demand generation results with smarter technology… ### The Insider's Guide: How Lumar Uses Spotlight to Up Their Marketing Game | Playbook Sharon McClintic from Lumar shares how to use Metadata Spotlight to identify and target highly engaged accounts across L… ### How Writer Reduced CPMQL by 86% with Metadata Optimizer See how Writer cut cpMQL by 86% using Metadata. Learn how their team achieved massive ROI with automation. Check out the… ### How Fingerprint Found Real Ad Impact and Data Clarity With Spotlight Learn how Fingerprint used Metadata Spotlight to discover millions in hidden opportunities and transform their ABM strat… ### Metadata Benchmarks: What We Learned From The Last 6 Months Ana Marturet unpacks key B2B benchmark findings from the last 6 months, analyzing what strategies worked in campaigns an… ### Unlock Google Ads Potential with Metadata Discover how to maximize Google Ads performance using Metadata's automation and experimentation capabilities for B2B sea… ### Unlock B2B for Meta Learn how to effectively leverage Meta platforms (Facebook and Instagram) for B2B marketing, overcoming the perception t… ### Build B2B Full-Funnel Strategy James presents a practical framework for building and updating B2B full-funnel strategies that marketers can implement i… ### How Metadata Uses Metadata for PLG Motion Adi, General Manager at Metadata, shares how the company uses its own platform to drive Product-Led Growth for MetaMatch… ### How Nitrogen Wealth Triggered 14x Return on Google Search Learn how Nitrogen Wealth achieved marketing clarity with Metadata. See the impact of precise data and smarter targeting… ### Lessons From an Account Executive Running His Own Ad Campaigns Demand Gen U podcast episode featuring lessons learned from an account executive who took on running his own ad campaign… ### How Docebo Leverages Spotlight for Sales and Marketing Alignment Docebo improved marketing efficiency with Metadata. Discover how they achieved high returns through targeted demand gene… ### How Cacheflow Closed Their Largest Deal Using MetaMatch Audiences Challenge Cacheflow’s primary challenge was efficiently targeting and converting high-quality leads to close significant… ### Experiment vs. Channel: Striking the Right Balance for Your Pipeline Demand Gen U podcast episode on balancing experimentation with channel strategy to optimize your B2B pipeline. ### Release Notes and Announcements Metadata release notes and product announcements. Monthly updates on new features, improvements, and platform enhancemen… ### From Confusion to Clarity: LaunchDarkly's Path to Accurate Marketing Data Read this article on Metadata — /resources/case-study/launchdarkly ### Tapping into the right tools by Megan Blodgett & Ethan Gold ### 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 ### Unfiltered: The 2023 Benchmark Report by Jason Widup, Bryttney Blanken, Jessica Kezia & Alon Even The 2023 Benchmark report was released months ago, and we recently caught up with some key ### How to create product tours that convert Product tours have been all the rage We couldn’t help but dive into the topic with ### How to actually drive meetings from powerful creative We recently had a chat with Joseph Hill, our director of digital strategy. With over ten ### Optimizing Campaigns with Generative AI We’re hearing a lot of “do more with less” but do less better, which seems impossible. ### Getting more out of Demand Gen by Graceanne MacDonald & Liam Moroney Here’s the scoop: Liam Moroney and Graceanne MacDonald, the rockstar co-founders of Storybook Marketing, are all ### Growth that works: a 4-part framework for SaaS Marketing We had a great conversation with CEO Brendan Hufford from Growth Sprints. Growth Spirits uses a ### Demand Masterclasses Steal frameworks, tactics, and ideas from Metadata customers and demand community members. Expert-led masterclasses on B… ### How GoodTime Increased Pipeline Volume from Search by 50% With Single Keyword Ad Groups Read this article on Metadata — /resources/case-study/goodtime ### 2023 B2B Paid Social Benchmark Report What we learned from $130M in ad spend in a down economy. The definitive B2B paid social benchmark report covering 184,0… ### The Last Class of Demand Gen U... for Now The 64th and final episode of Demand Gen U podcast, recorded live in Chicago as a farewell to the series. ### Turning Sales Objections Into Marketing Content Demand Gen U podcast on how to transform recurring sales objections into high-intent marketing content that addresses bu… ### Paid Social Retargeting: A Full-Funnel Remarketing Strategy How to build a full-funnel remarketing strategy to nurture and convert existing traffic into pipeline and revenue. ### Prioritizing Customer Retention as a Marketing Team Demand Gen U podcast on how B2B marketing teams can shift focus from pure acquisition to customer retention strategies. ### Making the Jump from Lead Gen to Demand Gen How Armorblox successfully transitioned from content lead generation to demand generation using paid social strategies. ### Adjusting and Refocusing Your Marketing Strategy Demand Gen U podcast on how to adjust and refocus your marketing strategy when plans get disrupted by new priorities. ### How to Create Laser-Focused Audiences for Your Campaigns Demand Gen U podcast on audience targeting strategies, tools, and data layering approaches for B2B campaign success. ### Recession-Proof Messaging in a Down Economy Demand Gen U podcast episode on recession-proof messaging strategies for B2B marketers navigating a down economy. ### How Webex Events Increased Pipeline by 60% With 73% Less Budget in Three Months Learn how Webex Events optimized their marketing with Metadata. See the real-world results and efficiency gains in this … ### Moving from MQLs to Pipeline and Revenue | Demand Gen U Podcast Jason Wells discusses how B2B marketing teams can transition from measuring MQLs to owning pipeline and revenue goals, c… ### How To Create Demand and Scale Net New Pipeline | Playbook Grant Duncan (Zingtree) and Blake Strozyk (Bull Media) outline a shift from demand capture to demand creation, achieving… ### Standing Up PLG at Metadata Demand Gen U podcast on how Metadata implemented a product-led growth strategy and launched their first PLG product. ### How B2B Brands Can Stand Out on LinkedIn In this episode, Mark talks with Katie Cooper about the top mistakes B2B brands make on social media and how you can get… ### Internal Marketing Is Just as Important as External Marketing Why internal marketing matters as much as external campaigns. Learn how to turn every employee into a brand ambassador w… ### How We Ran a No-Meeting Experiment and Got More Done A marketing team eliminates meetings to work more efficiently. Learn how asynchronous communication with Loom and Asana … ### How Zingtree Improved Their Targeting on Paid Social With MetaMatch Read this article on Metadata — /resources/case-study/zingtree ### How to Optimize Your Ad Accounts for Success In this episode, Mark is joined by Silvio Perez, who explains how optimizing your ad accounts is the key to success. ### What Good Demand Gen Will Look Like in 2023 The #1 most downloaded DGU episode last year was on this same exact topic: what will good demand gen look like this year… ### How Qualified Activated Their Intent Data and Influenced $6.9M in Pipeline See how Qualified optimized their B2B campaigns with Metadata. Discover the strategies and results that drove significan… ### How Monte Carlo Used Campaign Experimentation to Create $6.1M in Pipeline Learn how Monte Carlo achieved exceptional B2B marketing results with Metadata's AI-powered platform. Read the comp… ### Year in Review: Looking Back on 2022 Demand Gen U podcast with Mark Huber and Jason Widup reflecting on Metadata marketing performance and lessons from 2022. ### Creatives vs. Marketers: Can't We All Just Get Along? Demand Gen U podcast with Algert Sula on bridging the gap between creative and marketing teams in B2B. ### Learning and Growing as a Marketing Leader Demand Gen U podcast with Mark Huber and Jason Widup on the challenges of growing as a marketing leader in B2B. ### How to Build a Full-Funnel Campaign Strategy With Metadata | Playbook Malika Kennedy shares step-by-step best practices for building a complete lead generation program within Metadata, from … ### How to Build More Targeted Lookalike Audiences With Metadata A playbook for creating and optimizing lookalike audiences across Facebook and LinkedIn for cost-effective lead generati… ### Changing the Narrative with Comparison Pages Demand Gen U podcast with Jason Widup and Mark Huber on using comparison pages to differentiate in competitive B2B marke… ### How to Run 1:1 ABM Campaigns on LinkedIn with Personalized Ad Creative Target high-value accounts with 100% personalized LinkedIn ads using company-specific audiences and tailored creative me… ### Marketing Campaign Planning (The Good, The Bad, and The Ugly) In this episode, Mark Huber is joined by Silvio Perez and DGU newcomer Bryttney Blanken to discuss a range of topics sur… ### How to Generate Qualified Demo Requests Through In-Feed Ads With Incentives | Playbook Bryttney Blanken shares a 6-step playbook for scaling incentivized offers to generate qualified demo requests through in… ### Buying Software Is Broken (and What You Can Do To Fix It) | Demand Gen U Podcast Sam Senior, Co-founder and CEO of TestBox, joins Mark Huber to discuss why B2B software purchasing is broken and how sel… ### How to Get in Front of Your Target Accounts With YouTube Ads | Playbook Maurice Maxwell from LaunchDarkly shares how to use MetaMatch audiences to reach target accounts on YouTube Ads with pre… ### How to Convert Your Inbound Leads Into More Meetings Booked | Playbook Ashley Dees, Head of Sales Development at Metadata, shares an 8-step playbook for converting inbound leads into booked m… ### How to Retarget Website Visitors With Google Ads Learn to re-engage potential customers with Google Ads retargeting using medium-intent keywords and segmented audiences. ### How to Get in Front of Your Target Accounts With Google Ads Appear when prospects from your target accounts search on Google using account-based marketing strategies. ### How to Drive Qualified Conversions With Non-Branded Search Traffic Capture high-intent Google search demand with non-branded keywords to drive net new customer acquisition for B2B busines… ### How to Protect Your Brand From Competitors on Paid Search | Playbook Silvio Perez shares a 5-step playbook for defending your brand from competitors bidding on your branded search terms usi… ### How to Activate Qualified Signals Intent Data with Metadata | Playbook Nick Duke from Qualified shares a 7-step workflow for connecting intent signals with dynamic ABM execution, achieving $6… ### Building Your 2023 Marketing Plan Demand Gen U podcast with Mark Huber and Jason Widup on practical approaches to annual marketing planning for B2B teams. ### Category Creation: How to Build a Movement Demand Gen U podcast featuring Sydney Sloan, Nick Mehta, and Mike Volpe on category creation strategies for B2B companie… ### How Chili Piper Made the Jump From Lead Gen to Demand Gen Demand Gen U podcast with Kaylee Edmondson on how Chili Piper transitioned from lead generation to demand generation str… ### Building a Successful B2B Community Demand Gen U podcast with Jason Widup and Katie Ray on how to build and grow a thriving B2B community. ### Going Behind the Scenes of Creating a Category Demand Gen U podcast with Mark Huber and Jason Widup on the behind-the-scenes reality of B2B category creation. ### 5 Product Video Trends You Will See in 2023 | DEMAND Conference Explore the top product video trends shaping B2B marketing, from short-form content to interactive demos and AI-powered … ### Doing More with Less | DEMAND Conference Practical strategies for B2B marketing teams to maximize impact with constrained budgets and smaller teams in a challeng… ### The Billion Dollar Brand Cookbook | DEMAND Conference Discover the ingredients and strategies that go into building a billion-dollar B2B brand, from positioning and storytell… ### How to Maximize Ad Spend with the Trifecta for Marketing | DEMAND Conference Learn the trifecta approach to maximizing your B2B ad spend across channels, audiences, and creative to drive more pipel… ### Website Health: The Missing Piece in Your Demand Gen Machine | DEMAND Conference Your website is the foundation of your demand gen engine. Learn why website health is critical and how to diagnose and f… ### Buying Martech in 2022 and Beyond | Demand Gen U Podcast Kevin Young, Senior Director of Sales at Metadata, discusses how B2B marketers should approach buying martech during eco… ### Generate API Key Leverage Metadata’s data in other systems (eg, Zapier, Tableau etc) using the API key. ### Integrate Salesforce Target audiences based on Salesforce data (eg, accounts, opps, contacts, leads), auto-optimize campaigns to pipeline and ### Integrations Overview Launch campaigns across multiple channels, track converted leads and opportunities, create audiences using third-party d… ### Integrate Google Analytics 4 (GA4) Get more insight about campaign performance with additional metrics like sessions, engaged sessions, time spent on ### Metadata Site Script Overview Push converted leads into Metadata using the Metadata Site Script. ### Converted Leads Overview Quickly identify issues related to lead sync, enrichment and quality using the Converted Leads view. ### Add New Users to your Account Add new users to your account using the User Management section in the Client Portal. ### Launch Campaigns Find the best performing channels, audiences, ads and offers by launching campaign experiments. ### Configure Auto-Pause Settings Automatically pause poor-performing experiments based on thresholds set for leads, MQLs and CPC using Auto-Pause Setting… ### Experiment Nomenclature Overview Find campaigns natively and filter reports using the experiment nomenclature. ### Optimizer Overview Automate budget distribution across campaign experiments at the budget group level using Optimizer. ### Create Salesforce Contacts Audiences Accelerate pipeline and expand existing accounts using dynamic contact lists with Salesforce Contacts audiences. ### Create Salesforce Accounts Audiences Generate new business, accelerate pipeline, expand existing accounts and exclude audiences (eg, customers, competitors, … ### Create G2 Intent Data Audiences Target audiences based on visits to your G2 profile page using G2 Intent Data (MetaMatch) audiences. ### Create Firmographic Audiences Target audiences based on contacts in the MetaMatch database using Firmographic (MetaMatch) audiences. ### Audience Groups Overview Combine audiences to make them larger and more broad or smaller and more specific using Audience ### Add your Ideal Customer Profile (ICP) Drive better performance by using Audience Templates to capture your Ideal Customer Profile (ICP) and build ### Strategies To Maximize Your Advertising Budget This Week | Demand Gen U Podcast Jason Widup and Silvio Perez share strategies for maximizing ad spend during budget cuts, finding hidden gems in ad perf… ### Are Analyst Relations Worth It? Our Forrester Wave Experience | Demand Gen U Podcast Jason Widup and Alex Virden discuss whether analyst relations are worth the investment, Metadata's Forrester Wave experi… ### Audiences Overview Test as many audiences as necessary to find the largest audience with the best quality leads. ### How to Generate Qualified Demo Requests With LinkedIn Conversation Ads Scale conversions with personalized conversational messages to prospects on LinkedIn using a structured conversation flo… ### How to Increase Conversion Through Better Ad Creative Master psychological principles and copywriting techniques to create high-performing ad creative that drives conversions… ### How to Run Competitor-Focused Campaigns on Paid Search Learn to bid on competitor keywords and capture market share by reaching solution-aware prospects actively evaluating al… ### Holly Chen Shares What to Do in the First 90 Days of a New Job | Demand Gen U Podcast Holly Chen, VP of Marketing at Mosaic, shares her framework for the first 90 days in a new marketing leadership role, in… ### Why Creativity Matters in B2B Marketing Research shows companies investing in brand-building through creative storytelling achieve better long-term business out… ### How B2B Brands Can Use Creators To Build Awareness and Stand Out | DEMAND Conference Chris Cunningham, Head of Influencer Marketing at ClickUp, shares how B2B brands can work with creators and influencers … ### Grow Your Audience With Shareworthy Content | DEMAND Conference Amanda Natividad, VP of Marketing at SparkToro, explains why the old SEO playbook no longer works and how to create shar… ### Content-Led Growth: How to Build a Wildly Effective Content Strategy Learn the critical difference between content marketing and content strategy to fuel sustainable business growth. ### Emma Stratton Shows How to Tell a Good Company Story | Demand Gen U Podcast Emma Stratton, Founder and CEO of Punchy, shares how to balance present-day messaging with future plans, cut through com… ### Moving from A/B Testing to Consistent Experimentation How to expand website testing beyond A/B tests and build a consistent experimentation strategy that drives better conver… ### How to Build the Highest Performing Ad Creative Actionable tips for creating high-performing ad creative that stands out among thousands of daily advertisements. ### Drowning in a Sea of Sameness: 8.5 Ways for Your Marketing to Stand Out Proven strategies for marketing differentiation in crowded categories where product features are commoditized. ### How SaaS Brands Can Win in Commoditized Markets Data-driven insights on building marketing advantages and a competitive moat in crowded B2B markets. ### Building a Paid Media Strategy In a Down Economy How to build an effective paid media strategy during economic downturns to maximize ROI with limited resources. ### Moving From An Old-School Lead Gen Playbook to a Demand Gen Machine | DEMAND Conference Mark Huber and Kaylee Edmondson discuss the transition from traditional lead generation to modern demand generation stra… ### Using Data to Build a Demand Generation Engine Proven frameworks for building a data-driven demand generation strategy from Shiv Narayanan, founder of How to SaaS. ### Building and Scaling Unstoppable Marketing Teams | DEMAND Conference Holly Chen, VP of Marketing at Mosaic, shares practical guidance on building effective marketing team structures at diff… ### What the Top 1% of B2B Storytellers Do Differently Real-world examples of effective B2B storytelling strategies integrated into go-to-market approaches. ### Crafting Landing Pages and Social Ads That Actually Convert How to write conversion-focused copy for landing pages and social ads by matching your audience's state of mind. ### Creativity Class: 9 Ways to Have Good Copywriting Ideas | DEMAND Conference Eddie Shleyner, Founder of VeryGoodCopy, shares nine pieces of wisdom that changed his perspective on creative work and … ### Punchy Messaging: How to Write Messaging That Hits the Mark A straightforward framework for crafting messaging that resonates with your audience's needs and aspirations. ### 5 Things Leaders Must Do To Build a Successful GTM Plan Marketing leaders must develop comprehensive GTM strategies beyond micro campaigns to prove marketing's strategic value. ### Blending Product-Led Growth With a Sales-Led GTM Motion How to blend product-led and sales-led GTM motions for hybrid SaaS growth strategies. ### How ProfitWell Abandoned Inbound Marketing To Become a Media Company Patrick Campbell explains why ProfitWell shifted from inbound marketing to a media company strategy and shares a framewo… ### How to Win Beyond the Product | DEMAND Conference Peep Laja, CEO of Wynter and three-time founder, explains why having a good product is no longer enough and what it take… ### What's Next for the Marketing OS | DEMAND Conference Gil Allouche and Jason Widup discuss Metadata's vision for building the first Marketing OS designed specifically for B2B… ### How AI Writing is Changing Demand Generation | DEMAND Conference May Habib (CEO, Writer) and Mark Huber (Metadata) explore how AI writing tools impact demand generation and why custom A… ### Category Creation: How to Build a Movement | DEMAND Conference Jason Widup moderates a panel of B2B SaaS leaders who share their experience building new product categories and the str… ### Small Ops Wins Deserve Way More Credit | Demand Gen U Mark and Jason from Metadata discuss why the tactical, operational wins that drive marketing success often go unrecogniz… ### From Marketer to Marketing Leader Dave Gerhardt shares essential B2B marketing lessons learned from his career at Drift, Privy, and HubSpot. ### Adam Goyette Explains Why The B2B Playbook is Broken Demand Gen U podcast with Adam Goyette, Founder of Curdis, on why the traditional B2B marketing playbook no longer works… ### How to Get Started with Zero-Click Content with Amanda Natividad | Demand Gen U Podcast Amanda Natividad, VP of Marketing at SparkToro, explains zero-click content strategy, why platforms reward it, and how t… ### B2B Marketing Trends for the Rest of 2022 | Demand Gen U Podcast Mark Huber and Silvio Perez explore B2B marketing trends including awareness-based advertising, free trial promotion cha… ### Kaylee Edmondson Talks Influencer Marketing Strategies for B2B Brands | Demand Gen U Podcast Kaylee Edmondson, Advisor at Chili Piper and Director of Demand Gen at Brightwheel, shares B2B influencer marketing stra… ### Marketing at a Big Enterprise vs. a High Growth Startup | Demand Gen U Podcast Jason Widup shares his experience transitioning from enterprise to startup marketing, covering execution speed, team tra… ### Devin Reed Shows You How To Use LinkedIn as a Publishing Platform | Demand Gen U Podcast Devin Reed, CEO of The Reeder, shares strategies for using LinkedIn as a publishing platform, building trust before prom… ### 20+ Things We've Learned Doing 20+ Podcast Episodes (Part 2) | Demand Gen U Podcast Mark Huber and Justin Simon share practical lessons from producing 20+ podcast episodes, covering performance tracking, … ### 20+ Things We've Learned Doing 20+ Podcast Episodes (Pt. 1) | Demand Gen U Podcast Mark Huber and Justin Simon share lessons from producing 20+ episodes, including choosing topics, batch recording, and w… ### 6 Marketing Myths You Need to Forget | Demand Gen U Podcast Jason Widup and Mark Huber debunk six marketing myths including B2B formality, technology-first thinking, and the gated … ### How to Build a Customer Advisory Board At Your Company | Demand Gen U Podcast Mark Huber and Justin Simon share how to establish and manage a customer advisory board, covering representative samplin… ### Breaking Down the Data from Our 2022 B2B Paid Social Benchmark Report | Demand Gen U Podcast Jason Widup and Silvio Perez break down insights from Metadata's 2022 B2B Paid Social Benchmark Report, covering long-fo… ### Capturing Demand vs. Creating Demand: What Should You Focus On? | Demand Gen U Podcast Mark Huber and Jason Widup discuss the differences between demand capture and creation strategies, establishing a point … ### Growing Your Company LinkedIn Page to Over 10K Followers | Demand Gen U Podcast Mark Huber and Justin Simon share how to transform your LinkedIn company page strategy with two-way engagement, helpful … ### How B2B Marketers Can Still Win in a Down Economy | Demand Gen U Podcast Mark Huber and Jason Widup share strategies for B2B marketers navigating economic downturns, covering composure, empathe… ### How Automation Anywhere Increased Their Average Deal Size by 36% With Metadata Audiences See how Automation Anywhere scaled B2B demand with Metadata. Discover the ROI and efficiency gains in this case study. ### Top Interview Questions to Ask Demand Gen Candidates | Demand Gen U Podcast Mark Huber and Jason Widup share seven essential interview questions for hiring demand generation managers, covering opt… ### Why Traditional PR Is Dead (And What to Do Instead) | Demand Gen U Podcast Mark Huber and Justin Simon discuss why conventional PR tactics are losing effectiveness and what alternative strategies… ### Creating Demand with Original Research and Data | Demand Gen U Podcast Mark Huber, Jason Widup, and Justin Simon discuss how to create original research as a demand generation tool, including… ### Episode 37: Josh Lowman | B2B Category Creators Podcast Josh Lowman, Founder of Gold Front, discusses category creator archetypes, strategic narratives, and the intersection of… ### The State of Display Advertising | Demand Gen U Podcast Mark Huber and Silvio Perez discuss display advertising relevance, transparency in display solutions, ICP targeting stra… ### Why You Need a Strategic Narrative and How to Create One | Demand Gen U Podcast Jason Widup and Mark Huber discuss why companies need a strategic narrative, how CEO leadership is essential, and why yo… ### Episode 36: Wayne McCulloch and Howard Ting | B2B Category Creators Podcast Wayne McCulloch (CCO, WalkMe) and Howard Ting (CEO, Cyberhaven) discuss anchoring categories, leadership humility, and l… ### The Experimentation Framework Every Marketer Should Know | Demand Gen U Podcast Learn about Metadata's experimentation framework including the I.C.E. methodology, why safe brainstorming matters, and h… ### How to Earn the Trust of Your CEO | Demand Gen U Podcast Jason Widup and Gil Allouche discuss the marketing-CEO relationship, why marketing leaders last only 18 months on averag… ### Episode 35: Anna Fisher and Garrett Mehrguth | B2B Category Creators Podcast Anna Fisher (CMO, Spiff) and Garrett Mehrguth (CEO, Directive) discuss SQL-focused marketing, review site strategy, and … ### Hiring Our Marketing Team: The Good, the Bad, and the Ugly | Demand Gen U Podcast Jason Widup and Mark Huber share the real story of building Metadata's marketing team, covering branding for recruitment… ### How To Develop Your Positioning and Messaging (And Make it Stick) | Demand Gen U Podcast Jason Widup and Mark Huber discuss how to build strong brand positioning, cross-departmental collaboration, and why you … ### Episode 34: Vinay Bhagat and Jeff Ernst | B2B Category Creators Podcast Vinay Bhagat (CEO, TrustRadius) and Jeff Ernst (CEO, SlapFive) discuss fundraising, customer feedback, and educational c… ### How to Create a Demand Model to Hit Your Revenue Targets | Demand Gen U Podcast Jason Widup and Mark Huber discuss building demand models that connect leads to revenue, covering conservative goal-sett… ### Building a Marketing Team at a High-Growth Startup | Demand Gen U Podcast Mark Huber and Jason Widup share lessons from building Metadata's marketing team, covering team structure, hiring above … ### Start Experimenting with Paid Ads Today | Demand Gen U Podcast Silvio Perez and Mark Huber break down paid ad experimentation strategies, the five core outcomes for experiments, and t… ### How to Get Four Months' Worth of Content From One Event | Demand Gen U Podcast Mark Huber and Justin Simon share a five-part framework for repurposing event content, including advance planning, chann… ### Episode 33: Edward Chiu and Dominique Levin | B2B Category Creators Podcast Edward Chiu (CEO, Catalyst Software) and Dominique Levin (CEO, Winning by Design) discuss community building, go-to-mark… ### How to Get More From Your Google Ads Campaigns | Demand Gen U Podcast Silvio Perez delivers a Google Ads masterclass covering campaign planning, common mistakes, ad testing strategies, and u… ### What Really Happens on the Day of a Virtual Event | Demand Gen U Podcast Jason Widup and Mark Huber share behind-the-scenes stories from Metadata's virtual event DEMAND, covering technical chal… ### Episode 32: Garin Hess and Lars Gronnegaard | B2B Category Creators Podcast Garin Hess (CEO, Consensus) and Lars Gronnegaard (CEO, Dreamdata) discuss competition in category creation, compounding … ### How to Put on a Virtual Event People Actually Want to Attend | Demand Gen U Podcast Jason Widup and Mark Huber share strategies for planning, promoting, and hosting virtual events that generate genuine at… ### What Good Demand Gen Will Look Like in 2022 | Demand Gen U Podcast Jason Widup and Mark Huber discuss what demand generation should look like in 2022, including planting seeds early, movi… ### Episode 31: Jack Mardack and Mariano Suarez-Battan | B2B Category Creators Podcast Jack Mardack (Cofounder, Oyster) and Mariano Suarez-Battan (CEO, Mural) discuss content strategy, strategic narratives, … ### How to Create Demand with Existing Customers | Demand Gen U Podcast Jason Widup and Mark Huber discuss customer marketing strategies, including customer advisory boards, balanced measureme… ### Taking Advantage of Dark Social and the Dark Funnel | Demand Gen U Podcast Jason Widup and Mark Huber explore dark social and the dark funnel, including word-of-mouth amplification, community inv… ### Episode 30: Kevin Maney | B2B Category Creators Podcast Kevin Maney, author of Play Bigger and Partner at Category Design Advisors, discusses category creation fundamentals, th… ### How to Shift Your Focus from Leads to Pipeline and Revenue | Demand Gen U Podcast Jason Widup and Mark Huber discuss transitioning from lead-focused metrics to pipeline and revenue, covering sales-marke… ### How to Nail Your Campaign Audience Targeting | Demand Gen U Podcast Jason Widup and Mark Huber discuss why targeting quality matters more than creative quality, how to define your ICP, and… ### Episode 29: Jascha Kaykas-Wolff and Erich Ziegler | B2B Category Creators Podcast Jascha Kaykas-Wolff (President, Lytics) and Erich Ziegler (CMO, CircleCI) discuss vision, data-driven decisions, and ana… ### Welcome to Demand Gen U | Demand Gen U Podcast Jason Widup and Mark Huber introduce Demand Gen U, a podcast for demand generation and growth marketing professionals fo… ### Episode 28: Lars Nilsson and Mikita Mikado | B2B Category Creators Podcast Lars Nilsson (VP Sales Dev, Snowflake) and Mikita Mikado (CEO, PandaDoc) discuss team alignment, customer-centric develo… ### Episode 27: David Spitz and Armando Biondi | B2B Category Creators Podcast David Spitz (CMO, Egnyte) and Armando Biondi (CEO, Breadcrumbs.io) discuss team composition, product innovation, and cat… ### Episode 26: Alex Poulos and Meagen Eisenberg | B2B Category Creators Podcast Alex Poulos (VP Marketing, Securiti) and Meagen Eisenberg (CMO, TripActions) discuss value propositions, content quality… ### Episode 25: Rami Essaid and Melanie Fellay | B2B Category Creators Podcast Rami Essaid (CEO, Finmark) and Melanie Fellay (CEO, Spekit) discuss VP Marketing hiring, review sites, and early SEO inv… ### Episode 24: Mike Zani and Allyson Havener | B2B Category Creators Podcast Mike Zani (CEO, The Predictive Index) and Allyson Havener (VP Marketing, TrustRadius) discuss category creation as brand… ### Creating Better Campaign Audiences Proven strategies for building effective B2B campaign audiences through testing, intent data, and audience validation. ### Episode 23: Rhonda Walker and Doug Camplejohn | B2B Category Creators Podcast Rhonda Walker (CMO, ITRenew) and Doug Camplejohn (CEO, Airspeed) discuss market research, innovation, and balancing aspi… ### Getting to Revenue Faster With Experimentation Practical tips on smart experimentation with paid campaigns to maximize growth and hit revenue targets. ### Using Content as the New Demand Strategy | DEMAND Conference A panel featuring Devin Reed (Gong), Erin Balsa (The Predictive Index), and Camille Trent (Dooly) on building content st… ### Activating Your Intent Data Practical strategies for effectively implementing intent data in demand generation campaigns from ThoughtSpot's Director… ### Stop Pitching Your Product and Start Marketing Your Point of View | DEMAND Conference April Dunford, author of Obviously Awesome, explains how positioning shapes customer perception and the five components … ### Planning for Demand and Revenue Targets Learn how to set realistic demand and revenue goals, build an accurate demand model, and optimize it over time. ### Making Revenue Focused Bets Like a VC | DEMAND Conference Guillaume Cabane (HyperGrowth Partners) and Ben Labay (Speero) explore campaign experimentation strategies and treating … ### Running LinkedIn Conversation Ads That Generate Revenue Learn how to run LinkedIn conversation ads effectively for demand generation campaigns, including strategy tips and best… ### Building Stronger Relationships With Sales | DEMAND Conference Amy Slater (Palo Alto Networks), Olivier L'Abbe (Metadata), and Sydney Sloan (Salesloft) discuss building effective sale… ### Using Your Brand To Drive Demand | DEMAND Conference Dave Gerhardt and Kyle Lacy (SVP Marketing, Seismic) discuss how brand storytelling fuels demand generation and the opti… ### Life's Too Short to Work for a CEO Who Doesn't Get Marketing | DEMAND Conference Dave Gerhardt hosts David Cancel (Drift), Manny Medina (Outreach), and Gil Allouche (Metadata) on CEO-marketing alignmen… ### Episode 22: Sydney Sloan and Latane Conant | B2B Category Creators Podcast Sydney Sloan (CMO, SalesLoft) and Latane Conant (CMO, 6Sense) discuss review sites, customer experience obsession, and s… ### Episode 21: Shari Johnston, Lauren Goldstein, and Cristina Saunders | B2B Category Creators Podcast The founding members of Women in Revenue discuss community-driven talent acquisition, inclusive hiring practices, and em… ### Episode 20: Macario Namie and Bryan Goodwin | B2B Category Creators Podcast Macario Namie (CMO, ASAPP) and Bryan Goodwin (President, TorchPro) discuss customer research, thought leadership, and fu… ### Episode 19: Paul Sebastien and Dan Frohnen | B2B Category Creators Podcast Paul Sebastien (CMO, Offensive Security) and Dan Frohnen (CMO, Upkeep) discuss word-of-mouth marketing, startup playbook… ### Episode 18: Kyle Lacy and Max Altschuler | B2B Category Creators Podcast Kyle Lacy (CMO, Lessonly) and Max Altschuler (VP Sales Engagement, Outreach) discuss category naming, analyst relationsh… ### Episode 17: Todd Olson and Andrew Waitman | B2B Category Creators Podcast Todd Olson (CEO, Pendo) and Andrew Waitman (CEO, Assent Compliance) discuss TAM calculation, engineering investment, and… ### How ThoughtSpot Activated Their Intent Data and Generated $5M in Pipeline See how ThoughtSpot increased marketing impact with Metadata. Read the case study for a closer look at their success. ### Episode 16: Daniel Barber and Andy Raskin | B2B Category Creators Podcast Daniel Barber (CEO, DataGrail) and Andy Raskin (Strategic Narrative Consultant) discuss storytelling, solution-focused p… ### Episode 15: Alex Collmer and Melissa Wong | B2B Category Creators Podcast Alex Collmer (CEO, VidMob) and Melissa Wong (CEO, Retail Zipline) discuss embracing mistakes, first hires, and risk-aver… ### Episode 14: Brendan Kamm and David Cherrie | B2B Category Creators Podcast Brendan Kamm (CEO, Thnks) and David Cherrie (CEO, Arcade) discuss customer feedback, internal metrics, and using your ow… ### Episode 13: Shawn Riegsecker and Robb Henshaw | B2B Category Creators Podcast Shawn Riegsecker (CEO, Centro) and Robb Henshaw (CMO, Cameyo) discuss category creation frameworks, customer primacy, an… ### Episode 12: Sahil Mansuri and Kamal Ahluwalia | B2B Category Creators Podcast Sahil Mansuri (CEO, Bravado) and Kamal Ahluwalia (CEO, Eightfold) discuss category creation timelines, brand perception,… ### Episode 11: Kyle York and Tom Wentworth | B2B Category Creators Podcast Kyle York (CEO, York IE) and Tom Wentworth (CMO, Recorded Future) discuss market models, branding, and technical founder… ### Episode 10: Kris Rudeegraap and Amitabh Sinha | B2B Category Creators Podcast Kris Rudeegraap (CEO, Sendoso) and Amitabh Sinha (CEO, Workspot) discuss day-one category focus, pitching to investors, … ### Episode 9: Dan O'Connell and Keith Messick | B2B Category Creators Podcast Dan O'Connell (CRO, Dialpad) and Keith Messick (SVP Marketing, LaunchDarkly) discuss startup risk-taking, VC advice, and… ### Episode 8: Mickey Alon and James McDermott | B2B Category Creators Podcast Mickey Alon (CTO, Gainsight PX) and James McDermott (CEO, Lytics) discuss category disruption vs creation, company longe… ### Episode 7: Dee Anna McPherson and Joe Chernov | B2B Category Creators Podcast Dee Anna McPherson (CMO, Invoca) and Joe Chernov (CMO, Pendo) discuss community-led growth, analyst relations tactics, a… ### Episode 6: Nick Mehta, Mike Volpe, and Michel Feaster | B2B Category Creators Podcast Nick Mehta (CEO, Gainsight), Mike Volpe (former CMO, HubSpot), and Michel Feaster (CEO, Usermind) discuss market validat… ### Episode 5: Elissa Fink and Udi Ledergor | B2B Category Creators Podcast Elissa Fink (former CMO, Tableau) and Udi Ledergor (CMO, Gong) discuss business analytics, revenue intelligence, and cat… ### Episode 4: David Cancel and Henry Schuck | B2B Category Creators Podcast David Cancel (CEO, Drift) and Henry Schuck (CEO, ZoomInfo) discuss category creation, entrepreneurial mindset, and opera… ### How BigID Launched 300+ Campaign Experiments Explore BigID's B2B marketing success with Metadata. See how AI-powered campaigns delivered measurable pipeline gro… ### Episode 3: Dave Gerhardt and Guillaume Cabane | B2B Category Creators Podcast Dave Gerhardt (Founder, DGMG) and Guillaume Cabane (Growth Advisor) discuss conversational marketing, brand-data synergy… ### Episode 2: Ilya Volodarsky and Nicolas Vandenberghe | B2B Category Creators Podcast Ilya Volodarsky (President, Segment) and Nicolas Vandenberghe (CEO, Chili Piper) discuss CDP creation, category naming, … ### Episode 1: Godard Abel, Manny Medina, and Mark Organ | B2B Category Creators Podcast Godard Abel (Founder, G2), Manny Medina (Founder, Outreach), and Mark Organ (Founder, Eloqua) discuss customer-defined c… ### How Fivetran Increased Conversion by 3X and Generated $6M in Pipeline Discover how Fivetran increased conversions 3X and generated $6M pipeline with Metadata. See the complete B2B marketing … ### How Eightfold.ai Triggered 26 Opportunities and $8M in Pipeline See how Eightfold.ai generated $8M pipeline with Metadata. Learn how AI-powered campaigns triggered 26 opportunities and… ### How Firstup Generated $6M in Revenue Discover how Firstup achieved high-impact results using Metadata. Read the full case study for actionable insights and p… > "My team can build campaigns in minutes. Without Metadata, the same structure would take hours." ## Frequently asked questions Guides, benchmarks, customer stories, and product walkthroughs from the teams running B2B paid media on Metadata. Demand gen, RevOps, and marketing leaders - plus developers - evaluating or running paid media on Metadata. Under Resources. The blog covers paid media execution research, playbooks, and comparisons.