How Webex Events Increased Pipeline by 60% With 73% Less Budget in Three Months

53 Opportunities created
-44% Lower cost-per-opportunity
+60% Pipeline created

Challenge

Webex Events was spending 95% of their paid social budget on lead generation campaigns, then came the budget cuts.

Their two-person paid media team had to get creative and rethink their campaign strategy.

Their lead generation campaigns were inefficient, resulting in low CPLs that rarely converted to opportunities. They needed to find new ways to educate their audience and provide more value.


Solution

Their paid media team ran campaign experiments using short, educational videos in their top-of-funnel campaigns.

As the retargeting audience grew, they tested product videos in their mid and bottom-of-funnel campaigns.

With Metadata, their two-person paid media team can operate like a much larger team, double down on the highest performing campaigns automatically, and stretch their paid social budget even further.


How they used Metadata

STEP 1

Export closed won deals from CRM and categorize job titles from contact roles

STEP 2

Create four segmented ICP audiences for Facebook and LinkedIn

STEP 3

Layer on additional demographic targeting for each ICP audience segment

STEP 4

Test experiments across ICP audience segments to see which creative and content performs the best

STEP 5

Use Hubspot integration to automatically reallocate remaining budget to pipeline generating experiments


"I turned into a mad scientist, knocking out 30 net-new campaigns and complex experiments that should’ve taken me the whole quarter to execute. Metadata helped me prove insane results by making it easy to take action on key insights."
Cristal Marquez
Paid Media Manager

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Don’t just take our word for it

4.5/5
Quick design & launch of campaigns
Automated optimization & budget shifting. Clear visibility into key metrics & spend. Easy experimentation to help you course-correct quicker.
Tamara T.
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Mid-Market(51-1000 emp.)
5/5
The advertising platform to rule them all!
Metadata has been the most efficient platform for managing LinkedIn and Google ads all in one place. I can easily manage audiences, ads, creatives, offers, and more. The budget grouping allows me to control how much spend to allocate by campaigns, geos, and more.
Verified User in Computer Software
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4.5/5
The ability to launch campaigns simultaneously across LinkedIn, Facebook, and Google Ads is incredible
It saves countless hours of duplicitous work and provides unmatched visibility into the best-performing channels.
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Mid-Market(51-1000 emp.)
Excellent
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