--- 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. > We just closed our biggest deal yet from a cold-targeting Facebook ad using MetaMatch. Riley Timmins, Director of Marketing, Cacheflow · [Customer story](https://metadata.io/customers/cacheflow) ## All Resources (255) ### How Zoom Cut CPC 77% with Metadata's Bid Agent See how Zoom used Metadata's Bid Agent to cut cost-per-click by 77% and boost ROI 3X by handing repetitive ad… ### How LogicMonitor Increased Pipeline 241% With One Click Natalie Scherer, VP of Growth Marketing at LogicMonitor, shares how her lean team used Metadata's AI-powered… ### How Docebo Achieved 74% Faster Pipeline Tagg Bozied at Docebo used Metadata's AI Agents and Insights to launch faster, learn faster, and close… ### How Paul at Awardco Runs Paid Media with AI Paul Woodruff at Awardco shows how AI is embedded into every step of paid media, with Metadata as the Agentic… ### Why ABM Is Haunted and Agentic GTM Is the Future Marketers are drowning in dashboards, data pulls, and manual reporting. See why ABM is haunted and… ### The CMO's Guide to Modern Marketing Modern marketers are creative, curious, experimental, willing to fail, and obsessed with data and tech… ### Metadata for Marketing Leaders Make every marketing dollar count. Visibility into pipeline, maximized ROAS, and campaign capacity… ### 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… ### 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… ### 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… ### 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… ### 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 ### 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… ### Why Continuous Experimentation with Paid Ads Wins More Deals Jason Barbato explains why running paid campaigns without experiments is ineffective. Experiments let you see… ### How To Reduce CAC Through Metadata Auto Pause Rules Kevin Joyce demonstrates how Metadata Auto Pause Rules help marketers automatically pause underperforming campaigns… ### Google Ads Deep Dive: High Impact Google Search Campaigns Anthony Viviani explores strategies for creating effective Google Ads campaigns that deliver measurable results,… ### From Data To Decisions Henry Mann explores how data-driven insights shape high-performing ad campaigns, covering full funnel marketing,… ### 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… ### 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… ### 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… ### 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… ### 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… ### Unlock Google Ads Potential with Metadata Discover how to maximize Google Ads performance using Metadata's automation and experimentation capabilities for B2B… ### Unlock B2B for Meta Learn how to effectively leverage Meta platforms (Facebook and Instagram) for B2B marketing, overcoming the perception… ### Build B2B Full-Funnel Strategy James presents a practical framework for building and updating B2B full-funnel strategies that marketers can implement… ### 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… ### 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… ### 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… ### How Docebo Leverages Spotlight for Sales and Marketing Alignment Docebo improved marketing efficiency with Metadata. Discover how they achieved high returns through targeted demand… ### How Cacheflow Closed Their Largest Deal Using MetaMatch Audiences Challenge Cacheflow’s primary challenge was efficiently targeting and converting high-quality leads to close… ### 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… ### 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… ### 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… ### 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… ### 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,… ### 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,… ### 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… ### 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… ### 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… ### 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… ### 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… ### 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,… ### 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… ### 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… ### 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… ### 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… ### 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… ### 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 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… ### 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… ### 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… ### 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… ### 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… ### 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… ### 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… ### 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… ### The Billion Dollar Brand Cookbook | DEMAND Conference Discover the ingredients and strategies that go into building a billion-dollar B2B brand, from positioning… ### 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… ### 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… ### 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… ### 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… ### 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… ### 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… ### 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… ### 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… ### How to Increase Conversion Through Better Ad Creative Master psychological principles and copywriting techniques to create high-performing ad creative that drives… ### 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… ### 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,… ### Why Creativity Matters in B2B Marketing Research shows companies investing in brand-building through creative storytelling achieve better long-term business… ### 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… ### 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… ### 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… ### 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… ### 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… ### 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… ### 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… ### 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… ### 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… ### 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… ### 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… ### 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… ### 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… ### 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… ### 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… ### 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… ### 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… ### 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… ### 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,… ### 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… ### 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… ### 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,… ### 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… ### 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… ### 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,… ### Episode 37: Josh Lowman | B2B Category Creators Podcast Josh Lowman, Founder of Gold Front, discusses category creator archetypes, strategic narratives, and the intersection… ### The State of Display Advertising | Demand Gen U Podcast Mark Huber and Silvio Perez discuss display advertising relevance, transparency in display solutions, ICP targeting… ### 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… ### 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,… ### 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,… ### 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… ### 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,… ### 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… ### 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… ### 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… ### 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,… ### 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,… ### 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,… ### 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,… ### 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… ### 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… ### 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,… ### 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… ### 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… ### Episode 30: Kevin Maney | B2B Category Creators Podcast Kevin Maney, author of Play Bigger and Partner at Category Design Advisors, discusses category creation fundamentals,… ### 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… ### 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,… ### 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,… ### 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… ### 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… ### 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,… ### 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… ### 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… ### 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… ### 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… ### 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… ### Activating Your Intent Data Practical strategies for effectively implementing intent data in demand generation campaigns from ThoughtSpot's… ### 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… ### Building Stronger Relationships With Sales | DEMAND Conference Amy Slater (Palo Alto Networks), Olivier L'Abbe (Metadata), and Sydney Sloan (Salesloft) discuss building effective… ### Using Your Brand To Drive Demand | DEMAND Conference Dave Gerhardt and Kyle Lacy (SVP Marketing, Seismic) discuss how brand storytelling fuels demand generation and… ### 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… ### 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,… ### 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,… ### 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,… ### 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… ### 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… ### 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,… ### 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… ### 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,… ### 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… ### 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,… ### 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… ### 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… ### 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,… ### 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… ### 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,… ### 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… ### 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,… ### 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,… ### How BigID Launched 300+ Campaign Experiments Explore BigID's B2B marketing success with Metadata. See how AI-powered campaigns delivered measurable pipeline… ### 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… ### 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… ### 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… ### How Firstup Generated $6M in Revenue Discover how Firstup achieved high-impact results using Metadata. Read the full case study for actionable insights… > "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.