Metadata has been an exceptional partner for me as we have a very small marketing team. They have been working very closely to us, helping me not only to manage the campaigns but also suggesting improvements. Their customer service is excellent.
- Carlos T.
Metadata is essential for any organization that wants to accelerate its ABM success. Their CS team works hand-in-hand to set up and test a variety of experiments aligned to your ABM goals, and can quickly scale up a journey-based content distribution plan (advertising). The best part is this program can be run by a one-person marketing team in a high-growth start-up. The team at Metadata is always sharing new strategies and ideas to test with their platform-it's almost like an agency approach-which is very helpful to get the most out of the investment in this platform. Using Metadata along-side additional outbound tactics, we were able to drive triple-digit growth in the pipeline with one of our core verticals.
- Matt C.
Metadata.io is one of the singular most powerful tools for B2B marketers available today. But yet, most are shifting away from paid budgets. Having built a couple successful paid programs, and one of them supercharged by Metadata, it seems the difficulty is getting executive/finance buy-in to the hard costs. B2B marketers have always had a hard time with an ad-centric budget. It's why they were the pioneers of email and SDR programs. But hiring people and ruining your domain health have their own intrinsic hard costs. Metadata.io expands my ability to execute on a high-value channel that is challenging to run natively, and brings many wonderful capabilities not otherwise possible - multivariate testing automation, opportunity/lifecycle-based targeting automation. Also most B2B performance marketers are only running paid social on LinkedIn, but Metadata.io's proprietary matching capabilities (last I heard it used 12 data vendors) allow it to draw a line between a decent percentage of personal emails and business emails, which in turn allows for the same high-fidelity business contact targeting (which we all love about LinkedIn) on Facebook, Quora, and Google Adwords.
Using Google Adwords for B2B has - until now - been only through keyword-driven search campaigns. Customer match lists didn't work because Google can really only operate with personal emails but can't match business emails. Metadata.io is changing that with its new customer match integration with Google, truly first-of-its-kind.
As you can see I'm a big fan, but not without reason. The tech is top-notch and they're security experts. If you're familiar with B2B paid then you know that at least 2 of the things I mentioned above were first-of-its-kind innovations. Since we've all discovered paid display can't really drive ROI for B2B, no matter how much 6sense and DemandBase want to convince us otherwise, we've either dropped paid entirely or shifted our budget to paid social. Stage-based targeting automation and matched audiences on Adwords are both Metadata-ONLY capabilities.
And using these - and the automated multivariate testing (the only alternative I've seen for this was Amplero, and their hugely expensive and sophisticated model led to their collapse a couple years back) - I was able to turn LinkedIn ads into the 2nd-highest driver of new opportunities at Convoy, right behind SDR outbound.
But its value extends to existing customers and retargeting as well, given the integrations with Hubspot, Marketo and Salesforce, that allow for targeting based off of all results in a certain Salesforce report, for instance.
Oh and you can preview your matched audiences too, which is incredibly valuable for ensuring your targeting is correct.
The native reporting features also give insight into attribution in a way that most existing reporting cannot. You can see impact on specific accounts/companies by impressions, clicks as well as leads and opportunities.
- Evan D,