The real ROI of Metadata

See how B2B marketers use Metadata to automate busywork and get back to actual marketing. Not tasks.

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The cover of a report titled "The Total Economic Impact of Metadata" by Forrester, dated September 2022.

It's never been harder to be a B2B marketer

Budget cuts. Hiring freezes. Never enough time in the day. Tons of marketing tools selling empty promises. All while your targets keep increasing and you can’t keep up with all the manual work.

Metadata helps B2B marketers do more with less

We commissioned Forrester to help figure out the true impact of Metadata. Except we did it a little differently. Rather than set outrageous performance expectations (like every other TEI report you read), Forrester interviewed a representative sample of our average customers. Would you really believe a study that said you’d get 450% ROI from buying a single tool?
 

The full study is 27-pages long, so here’s the TL;DR.

A 3-year benefits analysis shows key metrics: The bar chart highlights profit breakdown from advertising, annual time savings, etc
A teal icon with a dollar sign with a green background
present value (PV)
The present or current value of (discounted) cost and benefit estimates given at an interest rate (the discount rate). The PV of costs and benefits feed into the total NPV of cash flows.
An icon with four black squares on a teal background, displaying mathematical symbols: a percentage sign (%), a dollar sign ($), etc
NET PRESENT VALUE (NPV)
The present or current value of (discounted) future net cash flows given an interest rate (the discounted rate). A positive project NPV normally indicates that the investment should be made unless other projects have higher NPVs.
A teal icon with a dollar sign, featuring an arrow and dotted outline, symbolizing financial growth or return on investment
RETURN ON INVESTMENT (ROI)
A project’s expected return in percentage terms. ROI is calculated by dividing net benefits (benefits less costs) by costs.
An icon of a black circle with a dollar sign inside it, accompanied by three vertical green bars.
PAYBACK PERIOD
The breakeven point for an investment. This is the point in time at which net benefits (benefits minus costs) equal initial investment or cost.
A minimal icon of a black wallet on a teal background, symbolizing financial transactions or savings
RECOVERED AD SPEND
The amount of money saved by not investing in third-party ad management that can be repurposed for ad spend.

Success metrics that stand on their own

Forrester Consulting found some pretty impressive findings (NBD but KBD) after they interviewed four different Metadata customers for this Total Economic Impact Study.

95%

Accuracy in job title targeting

upwards of
$120K

Saved in annual headcount expenses

75%

Lead-to-MQL conversion rate after one year

Legit benefits you can't quantify

#1

Get back to doing higher value work

Automate repeatable and time-consuming tasks so you can focus on strategy, creativity, and driving revenue.

#2

Spend $$$ on the right people

Preview audiences before launching new campaigns so you don’t waste your budget in a down economy.

#3

Increase trust with your GTM team

Easily show the impact of your in-market campaigns and get learnings from what’s working and what’s not.

Social proof that sells Metadata for us

“We’ve seen a huge revenue increase over the last two years. We went from a million dollars a quarter to now almost a million dollars a month, and we are doubling in size year over year. Metadata is probably 75% of that.”
Mike Smith wearing sunglasses and a dark shirt, with a playful expression against an orange background.
Mike Smith
VP of Revenue Marketing, LaunchDarkly
“Before Metadata, we were running ads natively on one channel and getting junk. We turned on Metadata, and it was 95% accurate in terms of the titles and the personas that we wanted to target. Using native channel targeting, our CPL was about $225. In our first Metadata campaign, the CPL was $67."
Blake Cohlan smiling, with dark hair and wearing a white shirt against an orange background.
Blake Cohlan
Senior Director of Growth Marketing, SupportLogic
“Part of it is just having one place for all this stuff I’m trying to juggle in my head all the time and knowing that I can reference it immediately. So when the CEO says, ‘What’s going on?’ I can show them instantly what’s happening, why it’s working or not working, and what we’re going to do next.”
Andy Wibbels
Director of Marketing, Lucidworks

Get the Forrester Total Economic Impact Study

We had Forrester Consulting conduct a Total Economic Impact™ (TEI) study and examine the potential return on investment enterprises may realize by deploying our Marketing OS. And the results speak for themselves.
GET THE STUDY
The cover of Forrester's report titled "The Total Economic Impact™ of Metadata," dated September 2022