Metadata Acquires Reactful to Help B2B Marketers Convert Existing Site Traffic to Revenue

Mark Huber

The acquisition expands current capabilities, adding website personalization and ABM capabilities to their Marketing Operating System, the marketing operating system for B2B, has acquired Reactful, a real-time web optimization and personalization platform for B2B marketers. 

Reactful will be integrated into Metadata’s Marketing Operating System to expand its offering beyond paid advertising and offer customers more ways to drive revenue through Marketing while reducing time wasted on manual and repetitive tasks.

“As a 2x customer and stakeholder of Reactful, I witnessed the impact of personalizing the buying journey,” says Gil Allouche, CEO of Metadata. “It’s now vital that world-class website experiences be the norm and have a level of visibility to laser target and drive substantial conversion uplift. At Metadata, we already optimize every stage of the ad process to reduce the manual effort on the hands of B2B marketers today. With Reactful’s personalization engine, Metadata’s customers can provide a unique end-to-end experience based on the visitor (prospect, customer), the content they consume, or their stage in the buying journey. This acquisition is one of our first major steps towards building the Marketing Operating System for B2B, delivering value outside of just paid ads for our customers.”

Reactful is a website personalization engine that automates the process of delivering personalized website and landing page experiences. B2B marketers can provide dynamic and targeted experiences for every prospect, customer, and partner.

Reactful’s technology will help Metadata customers focus on making every visit count by increasing engagement and optimizing the conversion of their hard-earned traffic. Metadata customers will better understand engagement with target accounts on their website, be able to personalize that experience, and augment their programs with highly targeted and personalized ads that lead to more significant ROI.

“Metadata is changing how marketers work so they can drive more revenue,” said Leifur Thordarson, President & CEO, Reactful. “We’re thrilled to join such a dynamic team and see website personalization as a key component of the Marketing Operating System.”

Reactful fits naturally into the Metadata portfolio in that it helps to reduce manual, technical, and repetitive tasks by letting users do more with their web traffic and decreasing the need to create multiple landing pages for personalization. The company powers website personalization for some of the largest brands in the world, including Zscaler, Brightcove, Symantec, and Kimberly-Clark.

The acquisition marks a milestone in Metadata’s evolution and shows continued growth. Following its $40M Series B funding round earlier this year, the company continues building a new category of software to meet its vision as the first marketing operating system for B2B. Metadata was also recently named one of the fastest-growing private companies in the United States on the Inc. 5000 list for the third consecutive year and reported a staggering 711% growth in revenue in the past 24 months. Metadata, which has a customer list including Zoom, Okta, and ThoughtSpot, added over 110 new customers in the last 12 months alone, with more than 200 customers overall. 

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About Metadata

Metadata is the marketing operating system for B2B. Through AI and automation, B2B marketers use Metadata to automate technical and repetitive tasks so they can spend more time on the work that matters most: strategy and creativity. B2B marketers at Zoom, Okta, and ThoughtSpot rely on Metadata to automate their campaigns and drive more revenue.

About Reactful 

Reactful, powered by, automates the website personalization process so B2B marketers can deliver more relevant experiences. B2B marketers can regain control of their website by launching and updating campaigns without requiring technical or operational support.

The company powers website personalization for some of the largest brands in the world, including Zscaler, Kimberly-Clark, and Brightcove. The company is headquartered in Santa Barbara, CA, with offices in San Francisco, CA.

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