#1 most frequent
United States of America
89.1%49 installations of 55
What is Metadata.io?
Based in San Francisco, Metadata.io is a Demand Generation and ABM platform designed to execute thousands of B2B campaigns in a matter of hours, automatically optimizing campaigns for pipeline impact at a high velocity.
Categories & Use Cases
Media
1 / 3
Who Buys & Uses Metadata.io
#2 most frequent
Canada
3.6%2 installations of 55
#3 most frequent
United Kingdom of Great Britain and Northern Ireland
3.6%2 installations of 55
Great job at b2b custom audiences.
Use Cases and Deployment Scope
We use Metadata.io to manage all of our Facebook and LinkedIn ads, as well as Google search ads. There are two primary reasons we use Metadata.io. Their ability to upload business emails and match them to a Facebook audience is a game changer that greatly extends our reach. It is also great for allocating and optimizing budgets across Facebook and Linkedin to higher performers.
Pros
- Facebook audience creation using work emails.
- Cross-channel budget optimization (automatically).
- Uniform reporting.
Cons
- If you don't have a large budget and audience it's hard to meaningfully optimize. If I have 4 ad creatives, to 2 audience groups on FB and LinkedIn, that creates 16 experiments, each of which needs an ample enough budget, say $40/day, that's now $640 per day or $19K per month.
- Limited ability to edit ads after they've been launched. You usually have to stop the ad, clone it, and launch a new campaign.
- Can't add new ads to existing campaigns which limits the ability to optimize. If I start an MD campaign with 4 ads, and in a few weeks we see that one is working well and the other 2 are not performing, I can pause those (or it can autopause by rules), but I can't add 2 more new creatives to the mix against the high performer. I'd have to either stop the high performer, and recreate it in a new campaign (losing likes and comments), OR - leave the high performer in the first campaign, and create. a second campaign with the new ones, which will only optimize against each other.
- Limited to a single conversion event on a landing page. I'm not able to choose either a Demo Request OR a Sign-Up conversion, I can only choose one.
- Google search ads are doable but aren't necessarily more feature-rich or easy-to use than native, so there's no value added to doing it through Metadata in my opinion aside from unifying ad reporting.
Most Important Features
- Business emails to Facebook audiences.
- Cross-channel optimization.
- Unified reporting.
Return on Investment
- We have two business units, so they set us up with two portals which helps us see the performance of campaigns specific to the business groups easier.
- We've increased MQL volume 4x, and cut our CPL in half while maintaining quality in our high-volume SMB group.
- Our Enterprise ABM campaigns are highly targeted, so our audiences are small, often too small for campaigns to meet Facebook or LinkedIn's minimum matched audience sizes.
Alternatives Considered
Triblio ABM/ABX Platform and Influ2
Metadata unlocks the power of b2b on facebook
Use Cases and Deployment Scope
Metadata.io is the perfect tool for unlocking b2b advertising on Facebook. Without it, I am not able to build the same high quality audiences like I can on Linkedin. Additionally, their lead enrichment capabilities and reporting infrastructure in general means that I never have to guess which campaigns are bringing in quality leads and more importantly, revenue.
Pros
- b2b audience matching on FB
- lead enrichment
- A/B testing analysis
- Attribution
Cons
- Native functionality from ad platforms
- editing live campaigns
Most Important Features
- audience building
- lead enrichment
- attribution
Return on Investment
- For one of my clients we unlocked facebook as a place to generate high quality HR persona leads. before we could only use linkedin
Alternatives Considered
Clearbit
Other Software Used
Clearbit, HubSpot CRM, 6sense
Metadata helped us transform our Paid Social program - it's saved 100s of hours and proved millions in pipeline
Use Cases and Deployment Scope
We use Metadata to run all our paid social campaigns (LinkedIn & Facebook ads). It's dramatically cut down the amount of time it's takes us to launch new campaigns, create ads, and optimize performance. We also are able to see how our paid social campaigns impact actually pipeline via the CRM integration. It's made it possible to know what the ROI and actual pipeline contributions. Before Metadata, this was not possible.
Pros
- Best paid ops tool I've ever used (and I've used a lot): we can launch a new LinkedIn & Facebook campaign in minutes.
- Lead gen ops: no more dealing with broken zapier zaps, we are able to automate pushing native lead gen leads directly to our CRM.
- Attribution: see influenced & triggered opportunities/CW deals
- Multivariate testing: Metadata scales audience, ad, creative testing so you learn what performs much faster than manual process
Cons
- Audience matching: there are great audience capabilities, but there are sometimes errors in matching ABM type audiences.
Most Important Features
- Native ad platform publishing from Metadata platform
- Mass ad creation/duplication
- CRM integration for attribution
- marketing automation integration for lead gen ops
- ABM audience capabilities
Return on Investment
- Significantly reduced LinkedIn CPLs (4x cheaper for ICP leads)
- 5-10x increased spend to pipeline ratio
- estimated 50% time saved compared to traditional paid social ops
Alternatives Considered
RollWorks
Other Software Used
Webex Events, HubSpot Marketing Hub, Miro
Unlimited campaign experimentation without the hassle
Use Cases and Deployment Scope
We started using Metadata.io to test Linkedin-level targeting on other platforms like Facebook, where we saw good engagement due to the relevant targeting. It's also great that we can easily launch campaigns on multiple platforms with a few clicks, and that we are able to see the aggregated performance of different audiences and ads in one place - not having to manually download reports from different ad managers. Our customer success team was eager to help to set up the system and educate us along the way.
Pros
- Intuitive UI
- Report on audiences and ads
- Easy campaign setup on multiple ad platforms
Cons
- Editing the currently running campaigns instead of having to create a new one to change small things
- Quicker rollout of new platforms and Hubspot integration
Most Important Features
- Easy campaign management
- Cross channel reporting
- Easy ad asset upload
Return on Investment
- Increased CTRs on Facebook
- Valuable leads through Facebook
- Less time spent on creating campaigns
Alternatives Considered
Clearbit and 6sense
Metadata.io has been great for us!
Use Cases and Deployment Scope
Metadata.io has been a great tool to focus on advertising spend on the channels it's most productive. Rather than split up budgets by channel, we now split them up by assets and judge performance based on closed won in SalesForce rather than just the conversion in the platform. This is extremely valuable in evaluating ROI not only per channel but by advertising type, which allows us to focus more on what works and less on what doesn't.
Pros
- Full Funnel ROI
- Experiment to find best results
- Customer Support
Cons
- More advanced settings from the Ad platforms to metadata.io would be nice
- More intuitive dashboards
- Ability to re-use campaigns without having to duplicate and copy.
Most Important Features
- Testing
- Full Funnel ROI
- lead data enhancement
Return on Investment
- More Leads
- Less Expensive Leads
- More assistance in launching campaigns
- Ability to target better than native platforms
- Ability to split test better than native platforms
Other Software Used
Demandbase, Adobe Marketo Measure, Salesforce CMS
