Metadata

A major problem when running campaigns natively is the black-box nature of targeting. You don’t know who you’re targeting until you’ve converted those people. Kevin Joyce breaks down how you can optimize your campaigns before even launching them.

Jumping between tools to figure out why your leads aren’t converting? You’ll want to see our new custom funnel report. ?? h/t Jessica Kezia

Great creatives don’t matter if it’s in front of the wrong audience. How to ensure your audience targeting is on point in 4 steps: 1 — Define who you want to target ? Titles, industries, geographies, and seniorities are all fair game. 2 — Preview your audience before launching ? Validate that the people seeing your ads actually fit your ICP. 3 — Adjust based on learnings ? If your audience isn’t converting, refine your targeting criteria quickly. 4 — Build smarter audiences across channels ? LinkedIn, Facebook, and Instagram users overlap more than you think, tap into that. Get your targeting right, and you’ll see the best ROI while making smarter decisions for your next campaign. The right audience = better data, better results, better campaigns.

STOP measuring brand awareness in the form of clicks, organic traffic, engagements, and email opens. Track these metrics instead: ?? ?????????????? ???????????? ???????????? ???????????? I.e. How often are people searching for your branded terms on Google and other search engines? For us, this would be terms like Metadata, Metadata Campaigns, and Metadata Audiences. If the number of branded searches is rising month-over-month and quarter-over-quarter, it’s a safe bet that your target audience is becoming more aware of you. ?? ????????-????-?????????? ?????????????? ?????????? I.e. How many people tell you they heard about you from a friend, colleague, or peer? B2B buyers trust their peers more than anyone else. Survey your customers accordingly. ?? ?????????????????? ???? ?????????? ?????????????? ???????????? (??????) ???????????????? I.e. How many people in your TAM or territory are associated with an opportunity, have engaged with your ads, or become a customer? Our job as marketers is to be visible and memorable. Tracking this metric is a great way to figure out how well you're doing on both of those fronts.

Old way of hitting your pipeline goal: ?? spend more money on ads and hope for the best ?? guess at what’s working and what isn’t ?? stress about performance without real answers New way of hitting your pipeline goal: ?? optimization for your paid campaigns ?? get clear insights into what’s working ?? finally meet your pipeline goal (without burning your budget) Try it out for free. ?

We're coming in hot with a bunch of new features that'll make it easier for you to hit your pipeline goals.

You: "I wish I knew where to put my budget in 2025." Us: Here you go ??

Checkbox marketing is killing your brand. But it’s not the content’s fault. It’s yours. How to eliminate checkbox marketing in 4 steps with Brendan Hufford: 1 — Stop the volume game. ? More blogs, more posts, more noise—it doesn’t work. No one is consuming a thousand blogs per year, so you don’t need to produce that many. Focus on content that truly connects and provides value. 2 — Engage. Don’t just post. ? Content is only half the battle; the other half is community. Create spaces where your audience can engage, learn, and share without constant promotion. Real engagement drives meaningful connections, not just more noise. 3 — Make their place yours. ? True community-led marketing happens when people show up for each other, not just for you. Build hubs where your audience engages with one another, making your space feel like their own community space. When this happens, you’ve won. 4 — Own your IP. ? Define the pain and give it a name. Create your own content IP, deploy it strategically, and let it resonate deeply with your audience. Solve problems; don’t just repackage them. Stop checking boxes. Start building value.

Thanks to Gil Allouche & the Metadata team for hosting me at their amazing DEMAND event last month.??? In my talk, I shared research & trends that underscore how software buying & selling are changing in the age of #AI. Of the nearly 2,000 software buyers across the globe we surveyed as part of our 2024 G2 Buyer Behavior Report, customer support & overall efficiency were the top 2 use cases noted for utilizing AI. More insights can be found in my on-demand presentation linked below -- along with all of the other event content -- jam-packed with smart takeaways for B2B #marketers. ??