We’ve got a bit of a different episode for you this time. We’re sad to say that Jason, our VP of Marketing, will be leaving Metadata. So we thought this would be a great opportunity to look back at Metadata’s marketing highlights, challenges, mistakes, and fun stories from behind the scenes of DGU.  

Join us for a bittersweet farewell as we swap stories and sum up all the lessons we’ve learned over the past few years of Jason’s reign over the marketing team.  

This podcast will be taking a pause after this episode – so watch this space for updates!  

Find out: 

• The DGU origin story 
• How Jason hired Mark 
• What we learned from our time running DGU

0:00 – 1:33 Intro 

1:33 – 4:13 Jason’s announcement  

4:13 – 5:35 How Jason found his first startup experience  

5:35 – 8:16 How working at Metadata compares to his previous roles 

8:16 – 12:56 The DGU podcast origin story 

12:56 – 17:13 The story behind Jason hiring Mark 

17:13 – 20:26 Metadata’s experiments with LinkedIn video 

20:26 – 24:03 Metadata’s LinkedIn strategy 

24:03 – 25:18 How Jason and Mark became the faces of Metadata  

25:18 – 32:56 How Metadata dipped its toes into marketing with celebrities 

32:56 – 36:31 How Metadata partnered with DGMG 

36:31 – 46: 20 Top moments from the marketing team’s retreat  

46:20 – 1:02:32 The not-so-great moments of marketing Metadata  

1:02:32 – 1:05:42 Goodbye from Jason  

How we handle those objections makes all the difference between gaining a new customer and losing one.  

The truth is that sales objections are nothing to be afraid of. In fact, they’re a window into potential customers’ thoughts – and those thoughts can inspire great marketing content. In this episode of DGU, we talk about our own experiences with sales objections and how we turn that into valuable content to help win sales in the future. 

Find out: 

• How we identify sales objections 
• Ways to overcome them 
• How to use objections for marketing content 

To learn more, check out the full episode for tips on turning sales objections into high-value content.  

• 0:00 – 4:46 Intro 
• 4:46 – 8:08 What is objection handling? 
• 8:08 – 10:57 Objections vs. competition in the market  
• 10:57 – 12:24 How to decide which objections to address 
• 12:24 – 15:41 Objections we’ve dealt with at Metadata  
• 15:41 – 18:16 Why you need consistent responses to sales objections 
• 18:16 – 20:19 How to talk about objections in Leadership meetings  
• 20:19 – 24:15 How Metadata responds to objections in marketing  
• 24:15 – 28:33 Content you can create from objections 
• 28:33 – 29:07 Why we focus more on renewal rates than new sales  
• 29:07 – 37:28 Recent content we’ve created from sales objections  
• 37:28 – 39:30 How Metadata created a landing page to address sales objections  
• 39:30 – 40:17 Outro 

However, times are changing and more of us are now required to focus on staff retention. Given the economic climate, it’s understandable but, for many, it’s unfamiliar territory. 

So, where do we start? 

In this episode of DGU, Mark and Jason discuss how they’re prioritizing customer retention as a marketing team, what they do to try and improve retention and what they’ve learned along the way. 

Tune into the episode for a 101 on Net Retention Rate (NRR) and Gross Renewal Rate (GRR), why it’s a focus right now and an outline of Metadata’s approach. 

Find out: 

• How to define NRR and GRR and why it’s important 
• The challenges affecting NRR and GRR 
• How Metadata prioritize customer retention 

0:00 – 0:27 – Introduction 

0:27 – 2:49 - Jason’s wacky episode idea 

2:49 – 4:37 - Customer retention is unfamiliar territory 

4:37 – 5:53- Let’s define NRR and GRR 

5:53 – 7:22 - Why NRR AND GRR? 

7:22 – 10:41 - Best-in-class retention 

10:41 – 18:03 - Why Metadata prioritize retention 

18:03 – 20:55 - The company’s number one goal 

20:55 – 28:59 - How Metadata are supporting NRR and GRR 

28:59 – 30:12 - Creating content that helps us overcome objections 

30:12 – 36:31 - Another funny story from Jason 

36:31 – 41:04 - Leveraging playbooks (and marijuana water) 

41:04 – 42:01 – Outro  

It's a chaotic time and having a plan is a great start. But what happens when you have to adjust that plan and then a few months later, have to adjust it again? It’s no easy feat, which is why in this episode of DGU, Mark and Jason cover one of Jason’s not-so-favorite topics… planning!  

Tune in to find out how the team at Metadata is approaching marketing planning in the current environment, mistakes they’ve made in the process, and how to say ‘no’ when you really have to.  

Find out: 

• Why Metadata are taking another crack at their Q4 / Q1 plan 
• How and why our goals have changed in the last six months 
• What happens when you work on everything at once 

0:00 – 0:32 Intro  

0:33 – 1:49 Why Jason wants to go back to paper and pencils 

1:49 – 3:15 The question every marketing team is asking right now  

3:15 – 7:01 Metadata’s Q4-Q1 planning process 

7:01 – 12:20 Reworking the plan  

12:20 – 24:49 How to goals of the company have changed  

24:49 – 28:15 Guardrails Metadata have in place  

28:15 – 33:44  Level of effort and potential impact 

33:44 – 35:42 What happened when Mark stood in for Jason in a leadership meeting  

35:42 – 36:40 Outro 

In this episode of DGU, Mark and Jason revisit a topic they’ve covered before – how to target effectively and define your ICP with data. But we’ve made a whole bunch of changes at Metadata since that episode, and arguably, targeting is more important than it’s ever been. 

Tune in to hear Metadata’s approach to targeting, how it’s changed, and what tools we’re using to zero in on our target market.  

Find out: 

• How we approached building targeting criteria 
• How Metadata has evolved its targeting 
• Why we started using Keyplay 

0:00 – 1:23 Intro 

1:23 – 5:51 How Metadata approaches targeting  

5:51 – 9:05 How to improve your targeting  

9:05 – 21:23 How we’ve built targeting lists and criteria in the past  

21:23 – 24:06 How data can help you personalize your outreach 

24:06 – 26:56 How the Metadata team has evolved its targeting  

26:56 – 31:12 How we’ve been using Keyplay 

31:12 – 36:46 Other tools we’ve been using for targeting  

36:46 – 37:23 Why you don’t need a lot of tech to do targeting effectively  

37:23 – 38:15 Outro  

Every buying decision, whether it’s a new purchase or renewal, is under serious scrutiny right now. 

The best place to start for B2B marketers is to recession-proof your messaging. You need to make sure whatever your company sells is positioned as a must-have product or service in any type of economy.

On DGU this week, get an inside look at we’re adjusting our messaging in a down economy at Metadata.

Listen to the full episode to hear what Mark and Alex learned so far, or keep reading for the show notes.

PS give episode 13 of Demand Gen U a listen (How To Develop Your Positioning and Messaging (And Make It Stick) if you missed it last year

Find out: 

• Why B2B companies need to adjust their messaging in a down economy
• When, where, and how to get started at your own company
• How to work with your Sales team on new messaging 

0:00 – 1:32 Intro 

1:32 – 4:31 Why many companies neglect to change their messaging  

4:31 – 5:42 How to define messaging  

5:42 – 7:06 What you need to think about when changing your messaging 

7:06 – 9:06 How to start tweaking your messaging  

9:06 – 11:58 Signs you need to rethink your messaging  

11:58 – 13:13 A quantitative look at company messaging  

13:13 – 14:41 Where to start  

14:41 – 16:21 Why Metadata is starting small with company messaging 

16:21 – 21:46 How to talk about messaging and ask the right questions  

21:46 – 23:58 How to account for non-traditional personas  

23:58 – 26:56 Testing out your new messaging  

26:56 – 30:56 How often you should revisit messaging  

30:56 – 32:21 Outro 

Moving away from MQLs to revenue involves a big overhaul of sales and marketing processes, and sadly B2B marketers on LinkedIn aren’t really explaining how to do it.

In this week’s DGU, you’ll get an inside look at how we moved away from being solely focused on MQLs to working across the whole pipeline and revenue.

Check out the full episode to hear why marketing should look further down the funnel.

Find out:

• Why it’s always important to look at data
• How Metadata changed its approach to pipeline and revenue
• How we distinguished real from “fake” pipeline

0:00 – 1:14 Intro

1:14 – 2:49 Why data is always important to track

2:49 – 6:44 Advice for dealing with “armchair marketers”

6:44 – 15:07 How Jason began to change the way we measure data at Metadata

15:07 – 17:00 What “good data” looks like

17:00 – 23:32 How Metadata moved from leads to MQLs to pipeline

23:32 – 25:54 How to look at leading indicators

25:54 – 27:08 Why measure your funnel every day?

27:08 – 32:46 Why planning for a worst-case scenario isn’t always enough

32:46 – 36:51 Advice for people making the jump from MQLs to pipeline and revenue

36:51 – 38:16 Outro

That’s the idea behind PLG or product-led growth – get your customers hooked on your product and telling everyone about it. It’s something we’ve been trying out at Metadata, and as usual, we’re here to tell you about the stuff we’ve got right along the way, and the things we’ve got wrong, so you don’t have to do the same. 

Mark Huber, Head of Brand & Product Marketing, and Jason Widup, VP of Marketing, share honest insights into the Metadata PLG experiment, how companies are doing it right, and which issues are causing the biggest roadblocks.  

Find out: 

• What is PLG and how does it work? 
• Metadata’s approach to PLG 
• How successful companies manage PLG

0:00 – 2:17 Intro 

2:17 – 7:15 What is PLG? 

7:15 – 9:42 How companies get PLG right 

9:42 – 17:29 How Metadata first approached PLG  

17:29 – 22:39 The early days of Metadata’s PLG strategy 

22:39 – 25:38 Starting with the product changes in Metadata  

25:38 – 33:38 How Metadata’s soft launch went  

33:38 – 37:14 How Metadata plan to build on its V1 

37:14 – 38:03 Outro 

We’ve seen our fair share of LinkedIn blunders over the years, from radio-silent accounts to outdated memes to leave-it-to-the-intern strategies and cringey self-promotional posts. 

…And we’ve been guilty of a couple of them ourselves. Admittedly, our LinkedIn game wasn’t great in the early days. But thanks to the help of some LinkedIn masters, we’ve turned that around.  

In this episode of Demand Gen U, Mark Huber, Head of Brand & Product Marketing, chats to Katie Cooper, freelance Social Media Content Creator who works closely with us on Metadata’s LinkedIn presence, about the top mistakes B2B brands make on LinkedIn, why the one-size-fits-all approach never works, how to find your voice, and the best way to use comedy on LinkedIn. 

Find out: 

• What NOT to do on LinkedIn 
• How to find your voice on LinkedIn 
• How to mix value and comedy   

0:00 – 4:12 Intro 

4:12 – 10:25 Where B2B brands are going wrong on social 

10:25 – 14:17 Why you should focus on one channel first  

14:17 – 18:02 How Katie started working with Metadata 

18:02 – 21:10 How to find your voice on social media (and how we found ours) 

21:10 – 25:43 The best way to balance comedy with value 

25:43 – 30:14 How to measure ROI 

30:14 – 32:45 Dealing with negative mentions  

32:45 – 36:09 The top things Katie wants to try out at Metadata  

36:09 – 37:16 Outro 

…you are doing internal marketing, right?

Don’t worry if you’re not. We’ve got your back with this episode of Demand Gen U. Metadata duo Mark Huber, Head of Brand & Product Marketing, and Jason Widup, VP of Marketing, break down exactly why internal marketing should be a priority. You’ll hear about the challenges, mistakes, and experiments the Metadata marketing team has explored while doing internal marketing – so you don’t have to do the same.

Tune in to hear about our tactics for getting the word out across the company so that everyone is on the same page about marketing.

Find out:

• Why internal marketing is so important
• How to use “show and tell” to share what you’re working on
• Why repetition is key to getting your message across

0:00 – 0:30 – Intro

0:30 – 2:30 What internal marketing is (and isn’t)

2:30 – 6:19 Why Metadata initially started internal marketing

6:19 – 10:05 Our lightbulb moment on why internal marketing is so important

10:05 – 14:47 – What our internal marketing looked like at the start

14:47 – 19:04 How we borrowed the show-and-tell idea for internal marketing

19:04 – 24:46 How Mark preps for his show-and-tell

24:46 – 29:47 Early challenges and confusion

29:47 – 32:02 Other ways to do internal marketing

32:02 – 36:16 Why we built the Metadatabase

36:16 – 40:31 Why the importance of repetition is the biggest lesson Mark learned from internal marketing

40:31 – 41:44 Outro

Mark Huber, Head of Brand & Product Marketing, and Jason Widup, VP of Marketing at Metadata are feeling it too, which is why they figured the best place to start is with something you can control.  

So right now, they’re slap bang in the middle of a ‘no meeting’ experiment and it’s having all sorts of effects on the productivity of the team.  

Tune in to find out: 

• The lowdown on the experiment and how it started 
• Tools that make cutting down on meetings run smoothly 
• Plans for meetings going forward 

0:00 – 3:26 – Introduction (and Jason’s wallet story) 

3:26 – 11:19 - How the experiment started and things we considered 

11:19 – 15:01 - We set some ground rules 

15:01 – 17:21 - Changing up one-on-one meetings 

17:21 – 18:21 – Please don’t send Jason a long document 

18:21 – 22:05 - No-meeting experiment: the good, the bad, the ugly 

22:05 – 24:57 – Why we love Loom 

24:57 – 26:59 - What Mark has enjoyed about the experiment 

26:59 – 35:29- How Asana helps the experiment run smoothly 

35:29 – 39:53 - The changes to their meeting cadence 

39:53 – 41:13 - Outro

On this episode of Demand Gen U, Mark Huber, Head of Brand & Product Marketing, is joined by Silvio Perez, former Head of Product Innovation, to discuss all things ad audits. 

Silvio’s an expert on this, so Mark asks him what to bear in mind when looking for a new ad account in 2023. 

Plus, Silvio explains the biggest ways people mess up with ad accounts, outlines the basics of attribution, and shares one tip that could save your team “a ton of money in 2023”. Silvio’s treating you guys on this episode!   

Find out: 

• The basics of attribution 
• Why copywriting is king 
• About blended inbound performance 

0:00 – 1:38 - Introduction (feat Ad Man!) 

1:38 – 3:55 - Why to start with strategy and goals 

3:55 – 7:32 - Are you able to measure? (and the power of blended inbound performance) 

7:32 – 7:58 – Breaking down the episode 

7:58 – 12:40 - New ad account – the first steps 

12:40 – 18:06 - The biggest mistakes people make when setting up ad accounts 

18:06 – 22:00 - Discussing Google Analytics 4 

22:00 – 25:21 - Auditing your attribution 

25:21 – 27:21 - All things UTMs 

27:21 – 41:13 - Audiences and search – what to look at 

41:13 – 42:34 - Pro tip from Silvio! 

42:34 – 54:58 - Ad creative and copy 

54:58 – 56:14 - Outro 

We scrolled through our archives and analytics to discover that episode 5, ‘What Good Demand Gen Will Look Like in 2022’ is one of our best-performing episodes. So, here we are. Doing it all over again for 2023.

On this episode, Mark Huber, Head of Brand & Product Marketing and Jason Widup, VP of Marketing at Metadata, discuss the demand gen landscape for the year 2023.

They explore doing more with less after budget cuts, giving buyers total visibility, the new face of in-person events and so much more.

Find out:

• What budget cuts could mean for marketing teams
• The ins-and-outs of conversion rate optimization
• Why we should run campaigns that target whole buying committees

0:00 – 3:29 - Introduction (and Jason’s hair is different AGAIN)

3:23 – 7:25 - Doing more with less in 2023

7:25 – 8:52 - Can we forecast?

8:52 – 15:55 - Conversion rate optimization

15:55 – 22:42 - The power of word-of-mouth

22:42 – 26:57 - Complete visibility for buyers

26:57 – 30:47 - Campaigns to target WHOLE buying committee

30:27 – 37:22 - People buying from people

37:22 – 45:20 - The return (and new face) of in-person events

45:20 – 46:31 - Outro

We’re taking a trip down memory lane to discuss the good, the bad and the ugly at Metadata in 2022!

Mark Huber, Head of Brand & Product Marketing and Jason Widup, VP of Marketing at Metadata, reminisce over Demand events, comparison pages, LinkedIn demos and damning budget cuts. It’s not one for the faint-hearted!

Find out:

• Our successes with comparison pages and Demand events
• Why Metadata are stepping away from incentivized LinkedIn demos
• How we dealt with 30%-35% marketing budget cuts

0:00 – 1:43 – Intro (featuring beanies and man-buns)

1:43 – 6:44 – Podcasting trial and error

6:44 – 11:06 – What’s helped Jason grow in his role

11:06 – 13:39 – Analyzing the 6Sense comparison page

13:39 – 17:18 – Going bigger and better with Demand

17:18 – 19:46 – That LinkedIn incentivized ad cliff

19:46 – 25:08 – Why we U-turned on analysts

25:08 – 30:08 – Creating a new category (we’re not an ABM platform, guys)

30:08 – 34:35 – Dealing with budget cuts

34:35 – 39:43 – Planning for the ‘new normal’

39:43 – 42:37 – Goodbye MDF numbers…

42:37 – 44:12 – Outro

But it doesn’t have to be that way, right? When these two teams have a solid and productive relationship…BOOM…great things happen. 

On this guest episode of Demand Gen U, Mark Huber, Head of Brand & Product Marketing at Metadata, sits down with Algert Sula, founder and CEO of creative branding agency.

Algert reveals all about his route into the industry, why he believes marketers and creatives sometimes struggle to gel and how copy and design should complement one another. 

Plus, he puts forward his B2B design trend predictions for 2023. 

Find out: 

• How Algert got started in creative work 
• Algert’s explanation for the disconnect between creatives and marketers 
• What ‘brand’ means to Algert 

0:00 – 1:24 – Introduction 

1:24 – 7:17 – Let’s introduce Algert 

7:17 – 11:19 – Why marketers and creatives don’t get along! 

11:19 – 14:11 – How marketers frustrate creatives 

14:11 – 17:14 – What brand means to Algert 

17:14 – 21:48 – Algert’s creative process (he’s got no secrets!) 

21:48 – 23:42 – How copy and design compliment each other 

23:42 – 27:51 – Metadata 2.0? 

27:51 – 31:52 – Algert predicts B2B design trends for 2023 

31:52 – 33:18 – Outro 

Mark Huber, Head of Brand & Product Marketing and Jason Widup, VP of Marketing at Metadata, get vulnerable on this episode of Demand Gen U, as Mark asks Jason about everything that comes with being a marketing leader and invites him to share the challenges he has faced through his career.

Find out:

• How Jason has grown as a marketing leader
• The benefits of building strong relationships in marketing teams
• How to take feedback as a marketing leader

0:00 – 1:00 – Introduction

1:00 – 2:25 – Cause for celebration!

2:25 – 3:30 – Learning and growing as a marketing leader

3:30 – 6:01 – What is the job of a marketing leader (besides brewing kombucha…)?

6:01 – 8:00 – How has Jason’s definition of a marketing leader changed?

8:00 – 12:29 – Championing team building and morale

12:29 – 16:25 – Why is it so hard being a marketing leader?

16:25 – 18:15 – Some dangers of closeness at work

18:15 – 29:39 – Giving and receiving feedback

29:39 – 35:39 – Importance of team morale

35:39 – 41:08 – Looking after your team in your marketing plans

41:08 – 42:34 – Outro

Especially when they have to battle through buzzwords and empty promises! 

In this episode of Demand Gen U, Jason Widup, VP of Marketing and Mark Huber, Head of Brand & Product Marketing at Metadata, discuss the humble comparison page. 

They discuss how you should use them, how much time to spend on them and explore top secrets on the Metadata vs. 6Sense comparison page. Check out the comparison page here. 

Find out: 

• Insight into Metadata’s comparison page 
• How to frame the conversation without bashing competitors 
• Common things that go wrong with comparison pages 

0:00 – 2:31 – Introduction (and Mark’s Invisalign) 

2:31 – 7:05 – Why do we need comparison pages?  

7:05 – 7:47 – Why they are high-intent pages 

7:47 – 16:27 – How comparison pages can go wrong 

16:27 – 21:25 – Where Metadata looked for comparison page inspiration 

21:25 – 30:46 – How Metadata executed the 6Sense page 

30:46 – 35:27 – How the page has been received 

35:27 – 36:41 – More comparison pages on the horizon? 

36:41 – 38:09 – Outro

In this episode of Demand Gen U, Mark Huber, Head of Brand & Product Marketing, is joined by Silvio Perez, Head of Product Innovation, and DGU newcomer Bryttney Blanken, Senior Demand Generation Manager at Metadata.

They discuss a range of topics surrounding campaign planning, including how to get started, whether you need campaign briefs and why it doesn’t have to be as complex as you think.

Find out more about Demand here: https://metadata.io/resources/demand/

Find out:

• The ins-and-outs of the Bullseye framework
• Why you should turn ideas into hypotheses
• How to sell your ideas internally

0:00 – 1:45 – Introduction

1:45 – 2:50 – The anxieties of campaign planning

2:50 – 4:44 – Why do marketers overcomplicate campaign planning?

4:44 – 7:10 – Where to get started

7:10 – 9:56 – How far to plan ahead

9:56 – 13:40 – Taking ideas a step further

13:40 – 21:44 – Taking a step back – first things to look at

21:44 – 27:45 – Is there a need for campaign briefs?

27:45 – 33:15 – Making a difference to the business

33:15 – 38:26 – Working cross-functionally on plans

38:26 – 44:21 – Getting leadership on board

44:21 – 46:03 – Outro

To put it simply, buying B2B software is broken.

In this episode of Demand Gen U, Mark Huber, Head of Brand & Product Marketing at Metadata, is joined by special guest Sam Senior, co-founder and CEO of TestBox, to discuss how to fix buying B2B software.

Sam explains why he started TestBox, how and why B2B companies should ungate their products and which software categories are ripe for TestBox’s processes.

Find out:

• How TestBox are flying the flag for customer-led buying experiences
• How sellers can adapt to the new buyer
• What the modern buyer really wants

00:34 Introducing Sam and TestBox

05:06 Gated versus Ungated Content

09:34 How product knowledge and reviews have changed the sales process

10:51 Adapting to educated buyers

13:15 How to start ungating your content

15:20 Making the case for ungating your product internally

18:40 Showing off value to your buyers

21:25 Companies that really know their activation metrics

23:36 Buying fatigue for RevOps and MarTech products

26:04 Consumer expectations when buying software have changed

30:09 Why you should get your product team involved

31:10 Outro

Planning is a colossal challenge. When you throw limited resources and an ever-changing business landscape into the mix, it can look like a pretty scary prospect.   

In this episode of Demand Gen U, Mark Huber, Head of Brand and Product Marketing joins Jason Widup, VP of Marketing at Metadata to discuss how you can build your 2023 marketing plan…sort of! 

Mark and Jason explain the benefits of involving other teams in your planning, how to plan objective key results that work and why planning your year to the letter is simply impossible.  

Find out: 

• Why goal setting often trumps stringent planning 
• About when marketers become salespeople 
• How far ahead to plan 

0:00 – 2:58 – Intro 

2:58 – 7:07 – Should you create a 12-month marketing plan? 

7:07 – 7:57 – The benefits of transparency around planning 

7:57 – 11:13 – Why not involve other teams in your marketing plan? 

11:13 – 14:18 – Jason’s best experiences of planning in past roles 

14:18 – 19:10 – The benefits of OKRs (when done well) 

19:10 – 20:55 – Planning for other marketing functions 

20:55 – 25:44 – Getting other team members involved 

25:44 – 28:54 – Why plan more than you need? 

28:54 – 31:30 – Planning in challenging times 

31:30 – 33:20 – Advice from an advisor 

33:20 – 35:29 – Revisiting plans 

35:29 – 37:06 – How much to plan 

37:06 – 38:19 – Outro  

Joining this episode of Demand Gen U is a panel of experts, including Sydney Sloan, Executive in Residence at Scale Venture Partners, Nick Mehta, CEO of Gainsight, and Mike Volpe, Senior Advisor at Silversmith Capital Partners.

Together with Jason Widup, VP of Marketing at Metadata, they break down exactly what category creation is, the different phases of it, and when it’s necessary, plus much more.

Find out:

• What category creation is
• When category creation is necessary
• The different phases of category creation

0:00 – 4:24 Introduction

4:24 – 8:54 How to define category creation

8:54 – 15:05 Signs that a company should create a category

15:05 – 16:50 The different phases of category creation

16:50 – 22:11 Working to a playbook and why analysts are so important

22:11 – 27:30 How you can remain the leader after category creation

27:30 – 33:11 Potential costs associated with category creation

33:11 – 34:18 Outro

It can be a tough sell to leadership, but this episode of Demand Gen U looks at how Kaylee Edmondson, Advisor at Chili Piper, steered her team toward demand gen success.

We discuss what Kaylee did when she first joined the team, how she sold the idea of demand gen to leadership, and how the team measured progress. We also hear how Kaylee’s team learned to “crawl, walk, and run” with demand gen and what the result has been like for the company.

Find out:

• How to sell a move to demand gen to your leadership team
• How Chili Piper learned to “crawl, walk, and run”
• The impact of switching to a demand gen focus

0:00 – 1:33 Intro

1:33 – 2:36 Kaylee’s early days with Chili Piper

2:36 – 4:13 Why lead gen started to feel like it wasn’t enough

4:13 – 6:54 How to convince the team to move towards demand gen

6:54 – 11:14 The best way to “sell” demand gen to leadership

11:14 – 13:14 How to “crawl, walk, and run” with a new marketing tactic

13:14 – 14:46 How the Chili Piper team advanced from the “crawl” stage

14:46 – 18:20 How to think about measurement and metrics

18:20 – 20:01 Top lessons learned when shifting to demand gen

20:01 – 22:00 What Kaylee wishes they could have done differently with sales

22:00 – 23:42 How Kaylee harnessed the power of Google Drive to manage demand gen

23:42 – 24:57 Outro

Before you jump in, there are a few things you’ll want to plan out first. In this episode of Demand Gen U, we share a little about how Metadata launched its community. Jason Widup, VP of Marketing, is joined by Katie Ray, Head of Community at Metadata, who shares some great takeaways for any business looking to build a community.  

Katie and Jason share some insights into the initial planning process, how they decided what type of community to build, and what you should prioritize if you want your community to thrive.  

Find out: 

• Why you need to build a community for the right reasons 
• Why you need to prioritize members’ needs over business or revenue needs 
• How to decide what type of community to build 

For tips and insights into how to build a B2B community the right way, tune in to the full episode.  

0:00 – 1:48 Intro 

1:48 – 5:31 Why Metadata first reached out to Katie  

5:31 – 6:51 Why Metadata decided to build a community  

6:51 – 15:03 Why we focused on providing value vs driving revenue 

15:03 – 18:08 Should you build an industry community or a customer community? 

18:08 – 25:03 Setting targets for community member numbers  

25:03 – 31:20 Why you should build a community with your members at top of mind 

31:20 – 35:25 Budgeting and driving revenue  

35:25 – 38:01 Why Metadata focuses so much on community analytics 

38:01 – 39:53 Outro 

But many B2B marketers are working in companies that have never ventured into category creation. 

Neither Mark Huber, Head of Brand & Product Marketing or Jason Widup, VP of Marketing at Metadata, had created a category before.  

So, in this episode of Demand Gen U, Mark and Jason outline Metadata’s quest to create a category, what they’ve learned so far, and their pledge to launch the category at Demand. 

Find out: 

• Why Metadata set out to create a category 
• How to do it well – without a step-by-step guide 
• Why planning is the most essential part 

For more of Mark and Jason’s tips on the good, the bad, and the ugly of category creation, listen to the full episode. 

0:00 – 1:53 – Introduction 

1:53 – 5:15 – Metadata’s first steps into announcing a new category 

5:13 – 10:27 – The good, the bad and the ugly of Metadata’s press conference 

10:27 – 19:36 – Strategic narratives 

19:36 – 21:59 – Using an event to launch categories 

21:59 – 29:11 – The ‘so what?’ of category creation 

29:11 – 33:49 – Category names 

33:49 – 37:24 – Receiving positive feedback 

37:24 – 39:04 – Outro 

That’s why we’ve asked a seasoned salesperson to help us get to grips with these changes and what could be around the corner.

Mark Huber, Head of Brand & Product Marketing, is joined by Kevin Young, Senior Director of Sales at Metadata, to discuss his career before Metadata, selling Martech in 2022 and why 90% of sales is down to luck and timing.

Find out:

• How selling Martech has changed
• Why brands should have strong relationships with their salespeople
• How to create better interactions with prospects

0:00 – 0:31 – Introduction

0:31 – 2:26 – Introducing Kevin Young

2:26 – 4:03 – How G2 found out about Metadata

4:03 – 8:34 – Selling intent data at G2

8:34 – 9:32 – Why 90% of sales is luck and timing

9:32 – 18:01 – Selling during COVID

18:01 – 22:32 – Getting to the bottom of problems

22:32 – 28:39 – Are marketers becoming more transparent about their problems?

28:39 – 33:45 – How financial crises impact selling

33:45 – 37:34 – What do educator buyers tell us?

37:34 – 38:47 – Outro

But why is this happening and, more importantly, how can you maximize your advertising budgets even if they’re being reduced?

In this Demand Gen U episode, Jason Widup, VP of Marketing, and Silvio Perez, Head of Product Innovation at Metadata, chat about what budget cuts mean for sales and marketing and provide top tips on dealing with them.

Jason and Silvio explain why you shouldn’t short-change top-of-funnel content, how focusing on your ICP could help you tailor your strategy and more.

Find out:

• Why building a strong audience will help get through budget cuts
• Silvio’s top tips for preventing cuts in the first place
• Why spend reductions do and don’t make sense

For more expert tips on maximizing your advertising budget, check out the full episode.

0:00 – 0:40 – Introduction

0:40 – 2:22 – Jason loves efficiency

2:22 – 5:28 – Reasons why companies cut sales & marketing budgets

5:28 – 9:24 – Can you prevent your budget from being cut?

9:24 – 15:01 – Maximizing your ad spend

15:01 – 21:12 – Top strategies to optimize ad spend

21:12 – 24:20 – Why you should optimize your landing page

24:20 – 27:21 – Understanding your impact to revenue pipeline

27:21 – 30:00 – Measuring efficiency

30:00 – 32:03 – Look for ad ‘hidden gems’

32:03 – 34:21 – Short-term vs. long-term

34:21 – 35:36 – Leaning into what’s working

35:36 – 37:57 – Changing your whole strategy

37:57 – 39:19 – Outro

In this episode of Demand Gen U, Jason Widup, VP of Marketing at Metadata, is joined by colleague Alex Virden, Senior Product Marketing Manager, to discuss whether analyst relations are worth it in 2022.

Jason and Alex break down analyst relations in layman’s terms, detail Metadata’s experiences with the Forrester Wave and outline the alternatives they are exploring to maximize their exposure.

Listen to find out:

• Jason’s summary of analyst relations
• About Metadata’s category challenge
• How Metadata became involved in the Forrester Wave

For more analyst relations advice from Jason and Alex, tune in to the full episode.

0:00 – 0:27 – Introduction

0:27 – 1:55 – Alex Virden introduces herself

1:55 – 4:20 – Jason and Alex’s work on a Forrester Wave

4:20 – 6:08 – Jason’s first exposure to analyst relations

6:08 – 11:50 – Analyst services 101

11:50 – 13:20 – Analyst relations – don’t do it?

13:20 – 16:28 – Metadata’s category challenge

16:28– 17:19 – The dangers of waves

17:19 – 26:06 – How Metadata got involved in the Forrester Wave and how companies get included

26:06 – 28:12 – Changes Metadata made for the Forrester Wave

28:12 – 39:25 – Thoughts on responses to the Forrester Wave

39:25– 42:14 – Alternatives to dedicated analyst relations

42:14 – 43:40 – Outro

However, according to Holly Chen, VP of Marketing at Mosaic, it’s important to align expectations with your leadership team, address any fires that need to be put out, and focus on the quick wins.

Holly joins Mark Huber, Head of Brand & Product Marketing at Metadata, in this special guest episode of Demand Gen U.

Find out:

• What Holly was looking for when she joined Mosaic
• How she learned about new companies’ markets
• Her 3 ways to build relationships with new teams

For more advice on how to approach the first 3 months of a new job, tune in to the full episode.

0:00 – 1:18 Intro

1:18 – 7:19 Why playful ads perform better than corporate ones

7:19 – 12:15 Holly explains what she was looking for in her next career move

12:15 – 15:14 How to vet your boss

15:14 – 17:08 Why you need to ask the hard questions in interviews

17:08 – 18:31 What the first 90 days in a new job are really about

18:31 – 20:33 How to learn the market for a new role

20:33 – 23:09 How Holly is getting to know her new team

23:09 – 25:53 Holly’s leadership principle

25:53 – 28:01 The best ways to assess the current state of your team and the wider business

28:01 – 29:36 Building relationships with your team

29:36 – 31:49 How Holly’s first 30 days in her new role have been

31:49 – 33:09 Finding quick wins in your first 30 days

33:09 – 36:02 Where Holly learned her strategies for approaching new job roles

36:02 – 38:13 Holly shares what she’s most excited about in the future of her role

38:13 – 39:27 Outro

But how do you balance now with the future when presenting your story?

In this episode of Demand Gen U, Mark Huber, Head of Brand & Product Marketing at Metadata, is joined by Emma Stratton, Founder and CEO of Punchy.

Emma provides her top tips on cutting through the noise as a brand and explains how to balance your present-day messaging with your brand’s future plans.

Plus, she outlines her definition of positioning, messaging, strategic narratives and more.

Find out:

• Why some brands need strategic narratives and others don’t
• Tips on using emotion to fuel your messaging
• How Punchy put together strategic narratives

For more of Emma’s insights on telling a strong company story, tune into the full episode.

0:00 – 1:43 Intro

1:43 – 2:48 How Emma defines brand “positioning”

2:48 – 3:25 Why Emma defines “messaging” as bringing your strategy to life

3:25 – 5:44 Why strategic narratives are key to telling a good story

5:44 – 7:00 Why a lack of alignment and buy-in are the secret killers of any messaging strategy

7:00 – 15:57 How to balance positioning, messaging, and strategic narratives

15:57 – 20:23 How to stay close to your customer without getting too far ahead

20:23 – 27:48 The best ways to approach messaging

27:48 – 30:56 How to get your sales team to adopt your new narrative

30:56 – 32:44 Emma explains how she tests messaging strategies for clients

32:44 – 38:43 How to steer clients away from using buzzwords in brand messaging

38:43 – 39:58 Emma announces Punchy’s messaging training for brands

39:58 - 41:10 Outro

In this special episode of Demand Gen U, Mark Huber, Head of Brand & Product Marketing at Metadata, speaks with Adam Goyette, Founder of Curdis, about why the traditional B2B playbook should be tossed out. They explore some overlooked areas of marketing, common trends in online advertising, and how to do things differently.

Find out:

• Why B2B marketing is broken
• How you can start doing things differently
• Which elements of marketing you shouldn’t overlook

To learn how to avoid relying on the same playbook as everyone else, tune in to hear Adam and Mark’s tips for B2B marketing success.

0:00 – 2:10 Intro

2:10 – 4:55 Adam explains the most important lessons in his career

4:55 – 6:41 Why people are still working from the same old playbook

6:42 – 9:19 Why it’s up to marketing leadership to forge a new strategy

9:19 – 14:19 How to start marketing differently

14:19 – 16:41 How to set realistic goals

16:41 – 22:18 Why you need to create a culture of trying new things

22:18 – 27:55 How to review new marketing campaign ideas

27:55 – 31:04 How you talk about your product makes all the difference

31:04 – 32:10 Why you should keep an eye on the competition

32:10 – 36:08 Why ad creative needs to get people to stop scrolling first and foremost

36:08 – 38:11 Overlooked areas of ad campaigns

38:11 – 40:47 The top marketing trends Adam is noticing

40:47 – 44:01 Adam explains how he runs through new marketing ideas

44:01 – 45:04 Outro

However, in this guest episode of Demand Gen U, Mark Huber, Head of Brand & Product Marketing at Metadata is joined by SparkToro’s VP of Marketing, Amanda Natividad, to talk about why it’s a valuable addition to your marketing strategy.

Listen to find out:

• The definition of zero-click content
• Why and how you should get started with zero-click content
• Ways that you can measure its success

For more information and insights on zero-click marketing from Mark and Amanda, tune into the full episode.

0:00 – 1:14 – Introduction

1:14 – 3:00 – What is SparkToro?

3:00 – 6:43 – How Mark and Amanda got in touch

6:43 – 10:14 – Amanda explains zero-click content

10:14 – 15:22 – Amanda on audience personas and how they link to zero-click content

15:22 – 17:22 – How to measure zero-click content

17:22 – 21:15 – How to be comfortable giving away your punchline

21:15 – 23:52 – How Metadata measures zero-click content

23:52 – 26:23 – People follow people vs brands

26:23 – 29:58 – SEO at SparkToro

29:58 – 32:02 – Targeting account-based marketing platforms

32:02 – 35:22 – Amanda’s zero-click content framework

35:22 – 38:37 – Things to avoid when creating zero-click content

38:37 – 40:15 – Outro

We pull back the cover in this episode of Demand Gen U, featuring Mark Huber, Head of Brand & Product Marketing, and Silvio Perez, with a brand new job title – Head of Product Innovation at Metadata.

Silvio and Mark chat about what’s changing in the B2B marketing space, the challenges of promoting free trials, what type of content goes viral, and design tips for ads.

Find out:

• How to measure marketing success in the B2B world
• Why many brands take the wrong approach with their content
• Why authentic content is king right now

For more insights into how the B2B marketing world is changing, tune in to the full episode.

0:00 – 0:38 Intro

0:38 – 5:09 Silvio reveals his new role at Metadata

5:09 – 8:06 Why brands are moving towards awareness-based advertising

8:06 – 12:33 The biggest mistake brands make when shifting to awareness-based advertising

12:33 – 16:35 How to measure the impact of awareness-based advertising

16:35 – 21:09 Why it’s so hard to drive free trials

21:10 – 28:13 Should you use incentivized demos?

28:13 – 35:47 Why authentic advertising is king

35:47 – 38:04 Silvio’s design tips for social media advertising

38:05 – 41:57 Why Metadata decided to launch a demand gen community

41:57 – 43:04 Outro

In this episode, Kaylee Edmondson, Advisor at Chili Piper and Director of Demand Generation at Brightwheel, joins Mark Huber, Head of Brand & Product Marketing at Metadata, to discuss the B2B influencer marketing landscape in 2022 and how marketers should approach it.

Find out:

• Why Kaylee believes influencer marketing is not a simple game
• How she defines influencer marketing
• Why influencer marketing can’t be tracked in traditional ways

For more on influencer marketing strategies for B2B brands, listen to the full episode with Kaylee.

0:00 – 1:35 – Intro

1:35 – 4:32 – Defining influencer marketing

4:32 – 6:21 – When did influencer marketing start?

6:21 – 7:51 – What Kaylee was doing at Campaign Monitor

7:51 – 9:31 – Macro vs. micro influencer

9:31 – 11:21 – Campaign Monitor (continued)

11:21 – 13:13 – Receiving customer feedback on influencer marketing

13:13 – 15:31 – Approaching measurement

15:31 – 20:08 – How lessons from Kaylee’s old boss helped her progress

20:08 – 24:06 – Approaching partners with confidence

24:06 – 26:28 – Did Kaylee carry her Campaign Monitor experience across through her career?

26:28 – 32:22 – Paid vs. unpaid influencer marketing

32:22 – 34:23 – Metadata’s work with Dave Gerhardt

34:23 – 39:36 – Questions and top tips for those branching into influencer marketing

39:36 – 40:44 – Outro

Some people are cut out for big enterprises, and others would rather ply their trade with newer, smaller businesses.

But what makes people favor one over the other?

Jason Widup, VP of Marketing at Metadata, has tons of experience in both. He joins Mark Huber, Head of Brand & Product Marketing at Metadata, to share his experiences and why he left the world of big enterprise to team up with Metadata.

Find out:

• What led Jason away from enterprises
• How marketing works as a sales support function
• What surprised Jason about joining a startup

To find out more about marketing at different levels, listen to this full episode.

0:00 – 0:50 – Introduction

0:50 – 2:44 – Who’s ‘flannel Jason’?

2:44 – 5:22 – How did Jason end up working with enterprise companies?

5:22 – 9:02 – What Jason liked about working for an enterprise company

9:02 – 11:55 – Did Jason like leading teams at large companies?

11:55 – 19:17 – What got on Jason’s nerves at enterprise companies?

19:17 – 25:01 – Jason’s reasons for switching to a startup

25:01 – 26:19 – Similarities between enterprises and startups

26:19 – 34:26 – Top 3 differences between enterprises and startups

34:26 – 38:48 – Why Metadata’s marketing team are closely aligned with the sales team

38:48 – 42:56 – What surprised Jason most when starting at Metadata?

42:56 – 44:13 – Outro

It can help boost credibility, gain trust and convert customers.

In the first ever guest episode of Demand Gen U, Mark Huber, Metadata’s Head of Brand & Product Marketing is joined by The Reeder's CEO & Content Strategy Advisor, Devin Reed, to discuss why LinkedIn should be considered an important publishing platform for brands.

Devin will also be speaking at the DEMAND conference. Learn what the best B2B marketers we know are doing to drive demand and revenue. Sign up for free here: https://metadata.io/demand-2022/

In this episode, find out:

• How to build a reputation on LinkedIn
• The benefits of setting yourself content missions
• How to come up with content ideas

For more on publishing to LinkedIn and other awesome tips from Devin, listen to the full episode.

0:00 – 0:30 – Introduction

0:30 – 3:10 – How do people post on LinkedIn in 2022?

3:10 – 5:14 – Getting started posting on LinkedIn

5:14 – 7:44 – Promotional platform vs. publishing platform

7:44 – 10:47 – Using LinkedIn as a publishing platform

10:47 – 15:56 – Coming up with ideas for posts

15:56 – 18:45 – The indicators to keep in mind

18:45 – 23:02 – The LinkedIn algorithm

23:02 – 25:10 – Gong’s LinkedIn transition

25:10 – 28:31 – Getting bosses on board

28:31 – 31:30 – What shows that you’re on the right path for published content?

31:30 – 35:48 – How do you get employees publishing?

35:48 – 38:01 – Getting thousands of free impressions

38:01 – 39:29 – Outro

In this Demand Gen U episode, Mark Huber, Head of Brand & Product Marketing, and Justin Simon, Senior Content Marketing Manager at Metadata, look at the most useful lessons they’ve learned since the podcast kicked off. This episode is packed with takeaways for you and your company if you’re keen to set up a podcast.

This is the second episode in a two-part series, so check out part one while you’re at it!

Find out:

• How setting goals helps
• Why you should track your popular episodes
• How consistency can turn you into a pro

For more tips on getting your podcast started, tune in to the full show.

00:00 – 00:28 – Intro

00:28 – 03:16 – Why you should track your popular episodes

03:16 – 06:35 – Should you strive for perfection?

06:35 – 08:21 – The benefits of experimentation

08:21 – 10:26 – Have trust in your own progression behind the mic

10:26 – 13:38 – Hit what your audience cares about

13:38 – 16:29 – Getting the word out

16:29 – 20:53 – Keep your goals realistic

20:53 – 24:47 – Have a mission for your show

24:47 – 26:17 – Is it OK to repeat ideas?

26:17 – 29:47 – Just have fun and be yourself!

29:47 – 31:11 – Outro

In this Demand Gen U episode, Mark Huber, Head of Brand & Product Marketing, and Justin Simon, Senior Content Marketing Manager at Metadata, dive into 10 useful lessons they’ve learned since the podcast kicked off. It’s the first in a two-part series and offers real hands-on insights you can take away if you’re planning to start a podcast at your company.

Find out:

• How to pick the right subject area
• Conversation vs interview style podcasts
• How to budget time pre and post-production

For more tips on how to get your podcast started, tune into the full episode.

• 00:00 - 00:20 Intro
• 00:21 - 03:09 How to pick the right podcast topic
• 03:10 - 05:54 Benefits of recording a handful of episodes before your podcast launch
• 05:55 - 06:52 Why you should have a dedicated podcast owner
• 06:53 - 09:46 Learning points from being a dedicated podcast owner
• 09:47 - 15:02 Interview vs conversational: which one works best?
• 15:03 - 15:27 Why authenticity trumps perfectionism when starting a podcast
• 15:28 - 20:58 The importance of having a schedule
• 20:59 - 23:11 The benefits of batch-producing clips for social media
• 23:12 - 26:15 Why you need to make your podcast a priority
• 26:16 - 27:03 The key to staying consistent
• 27:04 - 27:38 Why you shouldn’t just stick to audio content
• 27:39 - 29:09 The benefits of batch recording episodes
• 29:10 - 29:55 Reasons you should never ignore feedback
• 29:56 - 30:50 Outro

Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing at Metadata, debunk six myths B2B marketers need to forget in 2022.

Find out:

• Whether ABM is really that important
• Which should you prioritize – gated content or ungated content?
• Why B2B marketing doesn’t always need to be formal

To hear all 6 of Jason and Mark’s marketing myths and other great advice for B2B marketers, listen to the full episode.

0:00 – 0:28 – Introduction

0:28 – 1:46 – Pondering on the biggest myths in B2B marketing

1:46 – 6:51 – Myth 1: B2B marketing needs to be formal and stuffy

6:51 – 13:59 – Myth 2: Brand doesn’t matter

13:59 – 20:27 - Myth 3: Marketing technology will solve all your problems

20:27 – 26:19 - Myth 4: You have to do ABM to be successful

26:19 – 34:01 - Myth 5: You shouldn’t try to create a category

34:01 – 37:44 - Myth 6: You need to ungate ALL your content

37:44 – 39:01 – Outro

But as it is with everything else in the marketing world, you’ve got to know how to use them right.

That’s why in this episode, Mark Huber, Head of Brand & Product Marketing, and Justin Simon, Senior Content Marketing Manager at Metadata, explore how they set up their CAB at Metadata and how you can build one at your company.

Find out:

• Who should be in your CAB
• What expectations CAB members have
• Tangible tips for anyone looking to start a CAB

For more insights on how to set up your customer advisory board, catch the full episode.

00:00 – 01:36 Intro

01:37 – 03:16 What is a CAB?

03:17 – 10:04 Mark’s time on Metadata’s CAB

10:05 – 13:07 Why feedback from the CAB is useful

13:08 – 17:30 Who should be on your CAB?

17:31 – 21:12 How many CAB members do you need?

21:13 – 23:15 How often should your CAB meet?

23:16 – 26:50 The structure of Metadata’s CAB meetings

26:51 – 33:42 How to start a CAB?

33:43 – 35:26 Taking ownership of a CAB

35:27 – 37:38 Why selecting CAB members carefully is important

37:39 – 40:12 Getting feedback on what’s most important

40:13 – 41:18 Outro

Jason Widup, VP of Marketing, and Silvio Perez, Head of Performance & Product Innovation at Metadata, discuss their insights and findings from Metadata’s 2022 B2B Paid Social benchmark report.

Find out:

• The type of copy that works best on Facebook
• How the nuances of social channels can skew your data
• Why Metadata’s successful clients started their marketing on LinkedIn

For more on Metadata’s 2022 Paid Social benchmark report and top tips for B2B marketers, tune into the full episode.

0:00 – 1:22 – Introduction

1:22 – 4:36 – Taking benchmark reports with a pinch of salt

4:36 – 7:59 – How the report was put together

7:59 – 11:14 – Exploring the summary metrics

11:14 – 24:17 – LinkedIn vs Facebook

24:17 – 32:37 – Tips and tricks for using conversation ads

32:37 – 34:56 – Exploring cost per triggered opportunity

34:56 – 40:45 – Does audience size matter?

40:45 – 41:15 – Do you need to release a full benchmark report?

41:15 – 42:24 – Outro

Mark Huber, Head of Brand & Product Marketing, and Jason Widup, VP of Marketing at Metadata, discuss whether B2B marketers are overcomplicating the idea of capturing and creating demand, their tips on how to navigate the first stages and why building trust with buyers is critical.

Find out:

• The most important ingredient when it comes to creating demand
• How Metadata creates and captures demand
• Why Eugene Schwartz’s 5 Stages of Awareness still applies almost 60 years on

0:00 – 0:25 – Introduction

0:25 – 2:14 – How marketers overcomplicate capturing and creating demand

2:14 – 7:36 – The origins of capturing and creating demand

7:36 – 13:28 - How do marketers create demand?

13:28 – 17:32 – What are the buyer’s goals at the ‘create demand’ stage?

17:32 – 22:29 – The most important ingredient in creating demand

22:29 – 28:40 – The channels B2B marketers should experiment with when creating demand

28:40 – 30:28 – Nailing capturing demand first is key

30:28 – 32:39 – The marketer’s goals for capturing demand

32:39 – 37:33 – How to capture demand efficiently

37:33 – 41:12 – The channels B2B marketers should experiment with when capturing demand

41:12 – 42:15 – Outro

Mark Huber, Head of Brand & Product Marketing, and Justin Simon, Senior Content Marketing Manager at Metadata, join this episode to explain where Metadata’s LinkedIn strategy started out and how transforming it has led to great success. They explore why brands struggle to gain traction, how to be proactive on LinkedIn, and why LinkedIn is really a publishing platform, not just a promotional one.

Find out:

• How Metadata has transformed its LinkedIn strategy
• How to push out content that really creates an impact
• Justin’s three most important learnings about LinkedIn

Tune in to the full episode to learn how to grow your LinkedIn page’s reach and impact in your target market.

0:00 – 0:57 Introduction

0:57 – 4:05 How Metadata used to run its LinkedIn page

4:05 – 5:19 Why consistency is key on social media

5:20 – 9:04 Why you should avoid the old-school methods of social media promotion

9:04 – 13:19 Finding social media inspiration from other companies

13:20 – 16:59 How to balance between popular yet generic content and niche content that’s more valuable

17:00 – 21:10 Why Metadata became laser-focused on LinkedIn

21:10 – 25:01 The shelf life of content and the value of content repurposing

25:01 – 34:29 Justin’s top learnings since running social company pages

34:29 – 36:15 Outro

Whether there’s a looming economic downturn or a recession to brave through, chances are that B2B marketers are still going to be expected to show their worth. But isn’t that near impossible when people don’t have as much money to throw around?

Join Mark Huber, Head of Brand & Product Marketing, and Jason Widup, VP of Marketing at Metadata, as they delve into the specifics of not just how to scale through a down economy but the factors that help marketers come out the other end unscathed.

So, saddle up for an economics lesson in this episode… or something pretty close to that. 

Find out

• Why it’s important for B2B marketers to have some understanding of how the economy works
• When to consider making changes during a recession
• Why it’s best not to make knee-jerk reactions in a down economy

To hear more about how B2B marketers can do their jobs efficiently in a recession, tune in to the full episode.

00:00 - 00:26 Intro

00:27 - 02:27 Mark and Jason set the scene talking about the looming economic downturn

02:28 - 03:47 What does a downturn in the economy mean

03:48 - 04:45 The technical definition of a recession

04:46 - 08:34 Why understanding the economy as a whole is vital for B2b marketers

08:35 - 12:40 Mark and Jason’s experience braving through the pandemic

12:41 - 13:55 How big companies handle recessions

13:56 - 16:47 When you don’t need to make a lot of changes in a recession

16:48 - 18:04 Benefits of having the right product-market fit in a recession

18:06 - 20:08 Having a ‘nice-to-have’ product vs a ‘must-have’ product

20:09 - 22:20 Why Venture Capitalists shouldn’t try to capitalize on recessions

22:21 - 24:32 Why you shouldn’t freak out in a recession

24:33 - 27:09 Areas Jason looks into with Metadata’s CFO during recessions

27:10 - 29:36 Why it’s beneficial not to make knee-jerk reactions

29:37 - 34:18 How to tweak messaging during an economic downturn

34:19 - 37:05 Why you shouldn’t pull back on commitments when things get rough

37:06 - 38:25 The benefits of being a data-driven organization during a recession

38:26 - 39:11 Outro

With that in mind, Mark Huber, Head of Brand & Product Marketing, and Jason Widup, VP of Marketing at Metadata, talk through seven vital questions Metadata uses to interview demand gen candidates for roles on their team.

Bottom line, this is how you figure out who can talk the talk and walk the walk.

Find out:

• What metrics candidates should be looking out for
• Which answers demonstrate relevant experience
• What makes demand gen managers stand out

Tune in to the full episode to hear the seven questions you should be asking prospective demand gen managers.

00:00 - 00:31 Intro

00:31 - 03:06 7 Questions to ask your interviewee

03:07 - 08:46 What’s your approach to optimizing campaigns?

08:47 - 14:56 Which tools do you have experience with?

14:57 - 20:05 Do all B2B companies need to be doing ABM?

20:06 - 24:17 What are your thoughts on marketing?

24:18 - 30:42 What are some non-standard things you’ve done for campaigns?

30:43 - 34:53 How do you build an audience?

34:54 - 37:51 Are you more creative or analytical?

37:52 - 39:39 Summary

39:40 - 40:26 Outro

A shiny new press release alone just doesn’t cut it these days. Companies now need to do so much more in the PR space, and that’s what Mark Huber, Head of Brand & Product Marketing, and Justin Simon, Senior Content Marketing Manager at Metadata, discuss in this episode.

They explore why traditional PR tactics aren’t effective anymore, what companies should be doing instead, and how you can measure the results of any strategies you try out.

Find out:

• Why traditional PR is dead
• What companies should be doing instead
• Metadata’s current PR strategy
• How to measure the impact of PR strategies

Catch the full episode to learn why traditional PR is dead and what you need to be doing instead.

0:00 – 1:32 Introduction

1:33 – 6:36 What PR really means

6:36 – 15:27 How traditional PR has changed

15:27 – 19:09 What companies should be doing moving forwards

19:10 – 23:36 What’s holding companies back

23:36 – 28:17 What we’re doing at Metadata to do PR differently

28:17 – 30:50 Why you should lead with expertise in all your content

30:50 – 35:06 The benefits of employee advocacy

35:06 – 39:35 Metadata’s journey to becoming a media company

39:35 – 44:01 Why measuring PR is such a challenge

44:01 – 45:08 Outro

That’s why we assembled a three-man team to dig into our annual B2B paid social benchmark report and provide valuable insights that you can tweak to get some data of your own.

Join Mark Huber, Head of Brand & Product Marketing, Jason Widup, VP of Marketing, and Justin Simon, Senior Content Marketing Manager at Metadata, as they talk through launching the report and what Metadata has got planned based on the information it revealed.

Find out:

• Year one vs. year two of creating Metadata’s benchmark report
• Why sharing benchmark data is necessary
• Things to consider when you’re doing original research

Catch the full episode to find out more about the benchmark report.

• 00:00 - 01:21 Intro
• 01:22 - 02:00 Setting the scene to discuss Metadata’s annual paid social Benchmark Report
• 02:01 - 04:18 Why Metadata released their benchmark report
• 04:19 - 09:41 Motivation behind and insights into Metadata’ s report from last year
• 09:42 - 11:08 A breakdown of what went into creating the dashboard for last year’s report
• 11:09 - 13:50 What’s new in this year’s benchmark report
• 13:51 - 15:31 Why it’s important to provide solid, traceable data in any piece of original research
• 15:32 - 16:44 What assets were present in Metadata’s bench report last year
• 16:45 - 18:00 The areas where Justin spruced up the 2022 benchmark report
• 18:01 - 19:56 Why you shouldn’t gate your benchmark report
• 19:57 - 22:26 What moving parts came together to create the report
• 22:27 - 26:05 How Metadata ensured their data was both valid and properly presented
• 26:06 - 27:03 The timeframe Metadata used to create this year’s report
• 27:04 - 32:16 Why people shouldn’t jump to conclusions based on insights from the report
• 32:17 - 37:37 How to get the most out of a benchmark report
• 37:38 - 38:27 Conclusion
• 38:28 - 39:15 Outro

In this episode, Mark Huber, Head of Brand & Product Marketing, and Silvio Perez, Head of Performance Marketing at Metadata, tackle the ins and outs of Display marketing and attempt to demystify some of its more complicated aspects.

Tune in to learn when to use Display and Programmatic Display, separately and together, and get some insights into Display as the new channel in Metadata.

Find out:

• What Display is and what it’s not
• Questions B2B marketers should be asking Display platforms
• How Metadata plan to leverage Display Ads moving forward

Catch the full episode to get more insights into all things Display Advertising.

00:00 - 00:24 Intro

00:25 - 01:13 Mark goes over the key points of this episode

01:14 - 02:26 What’s the difference between Display and Programmatic Display

02:27 - 03:56 Account-based marketing (ABM): Google Display Network vs using Programmatic

03:57 - 07:18 Silvio breaks down hidden costs of Programmatic

07:19 - 09:59 What questions should B2B marketers be asking ABM vendors

10:00 - 11:00 What does it take for Display Ads to show up on premium sites

11:01 - 12:51 When it makes sense to run Display Ads

12:52 - 14:06 How to show performance when running Display Ads

14:07 - 15:50 Common mistakes people make with Display

15:51 - 17:58 What makes good Display creative

17:59 - 19:09 Silvio’s recommendations for retargeting using Display

19:10 - 21:39 How trends impact the types of Display Ads running on mobile and desktop

21:40 - 22:52 Why you should avoid using gaming Display Ads

22:53 - 26:09 Silvio and Mark talk about Metadata’s decision to use Display Ads

26:10 - 27:32 Metadata’s thought process around attribution

27:33 - 29:02 Silvio discusses some of the info on Metadata’s Programmatic release

29:03 - 30:32 Where to start when using Display Ads

30:33 - 33:29 What lies in the future of Display

33:30 - 33:55 Conclusion

33:56 - 34:40 - Outro

In this episode, Metadata’s Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing, explain why you need a strategic narrative, and clue us in on Metadata’s journey towards building one.

We also hear where narrative fits in with your company mission and vision, what to do with feedback, and why copy should inform design.

Find out:

• What a strategic narrative means and why you need one
• Why story should become your company strategy
• Why your narrative needs to be led by your CEO

Tune in to the full session to learn some tips on how to build your own strategic narrative.

0:00 – 0:29 Introduction

0:30 – 4:14 Metadata’s journey to build a strategic narrative

4:14 – 9:49 What is a strategic narrative?

9:49 – 10:50 Where a strategic narrative fits into a company’s mission and vision

10:50 – 12:20 Why your story should be your strategy

12:20 – 14:11 Why your narrative should come straight from your CEO

14:11 – 15:53 Using stakes, not problems, as the focus of your narrative

15:54 – 17:53 Why your narrative shouldn’t focus on you

17:53 – 29:11 Metadata’s process for focusing on a strategic narrative

29:11 – 31:50 Why it all starts with a narrative deck

31:50 – 34:21 How to deal with feedback

34:21 – 37:09 Building a strategic narrative framework

37:09 – 39:12 Important lessons from building a strategic narrative

39:12 – 42:53 Why your message needs to be consistent

42:53 – 43:47 What you need from your sales and marketing teams

43:47 – 45:14 Outro

While some people are doing it, others are thinking about doing it, and the rest fall into the ‘can’t be bothered category’. That’s why Metadata’s Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing, share their experimentation framework along with a few tips in this episode.

Hear about the value of experimentation, and if you’re into acronyms, a full breakdown of their I.C.E framework.

Find out:

• What experimentation is and the part it plays in marketing
• A breakdown of Metadata’s experimentation framework
• Why marketers don’t experiment

Catch the full episode to arm yourself with all the information you need to build a solid experimentation framework, or read our blog post on The Framework You Need for Successful Marketing Experimentation: https://metadata.io/resources/blog/marketing experimentation-framework/

00:00 - 01-01 Intro

01:02 - 02:41  Jason’s prior experience with experimentation

02:42 - 04:37  Metadata’s definition of experimentation

04:38 - 07:22 The value of experimentation

07:23 - 08:33 The cost of not experimenting

08:34 - 12:25 How to set up experiments in a marketing team

12:26 - 14:29 The basis of Metadata’s experimentation framework

14:30 - 15:36 Why it’s important to start by identifying your gaps

15:37 - 16:40 Jason gives a brief breakdown of the I.C.E. framework

16:41 - 20:25 How to generate ideas for your experimentation framework

20:26 - 24:30 How to set up a hypothesis and a goal

24:31 - 28:40 How to analyze experiments once set up

28:41 - 35:33 Jason shares his experience running an experimental ad

35:34 - 39:17 How to properly recap at the end of an experiment

39:18 - 42:32 How to convince your CEO or VP of Marketing they need to experiment more

42:33 - 45:06 Why marketers find it hard to experiment

45:07 - 45:51 Outro

It goes way beyond “yes sirs and yes ma’ams,” and that’s what Jason Widup, VP of Marketing, and Gil Allouche, CEO at Metadata, discuss on this episode of Demand Gen U. 

Find out:

• What a healthy relationship between a VP of Marketing and a CEO looks like
• The importance of honesty and accountability
• How to jumpstart a solid relationship with your CEO

Check out the full episode for tips, advice, and real-life situations that’ll help bridge the gap between marketers and CEOs.

• 00:00 - 00:41 Intro
• 00:41 - 02:00 Jason and Gil set some context for their relationship
• 02:01 - 04:01 Gil talks about his background
• 04:02 - 07:16 What a healthy relationship between a Head of Marketing and a CEO looks like
• 07:17 - 11:13 How to build trust with your CEO
• 11:14 - 13:31 What causes an unhealthy relationship from a CEO’s perspective
• 13:32 - 15:26 What causes an unhealthy relationship from a marketer’s perspective
• 15:23 - 20:51 Common mistakes marketers make and why
• 20:55 - 27:30 How to jumpstart a good relationship with your CEO
• 27:31 - 31:03 The benefits of working closely with data
• 31:04 - 37:60 How to maintain the relationship from a CEO’s veiwpoint
• 37:61 - 40:36 How to maintain the relationship from a marketers perspective
• 40:37- 43:37 Gils advice for CEO’s and lead marketers
• 43:38 - 44:15 Conclusion

Metadata’s Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing, have managed their fair share of hiring processes. In this episode, they talk about the challenges of hiring, compare different processes, and explore the idea of marketing your brand to attract the best of the best.

Find out:

• How to attract the best candidates through branding
• What to look out for that you won’t see on a resume
• The biggest challenges and common recruitment mistakes

Tune in to the full session to hear about the best (and worst) ways to hire a marketing team.

0:00 – 0:17 Introduction

0:17 – 5:57 Why you should start thinking about what roles you need first

5:57 – 9:26 Why you need to sell a role to get the best talent

9:26 – 13:42 How to market your brand towards candidates

13:42 – 14:32 Write to candidates like you’re writing a cold marketing email

14:33 – 17:23 How to find the right candidates and look beyond resumes

17:24 – 19:41 Why personal branding is more important than resumes

19:41 – 29:46 How to find an interview process that works

29:46 – 35:08 How to track outbound marketing efforts when recruiting

35:08 – 38:32 Experimenting to find what works (and what doesn’t)

38:32 – 41:29 The biggest mistakes to avoid in the hiring process

41:29 – 42:47 Outro

Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing at Metadata, join forces to break down the best ways to think about positioning and messaging for your brand. They share a few pointers and lessons learned from Metadata’s own marketing strategies (both the successful and the not-so-successful).

Find out:

• Why positioning and messaging shouldn’t just fall down to the marketing team
• Why you should start with positioning and messaging before focusing on your website
• How to change your narrative (and when to do it)

Check out the full episode for more tips and lessons on developing positioning and messaging for your brand.

0:00 – 0:38 Introduction

0:38 – 3:44 Why inconsistent messaging and positioning are bad news

3:44 – 10:35 What positioning and messaging really mean

10:35 – 12:37 Frameworks and templates to help you

12:38 – 14:26 When is it time to think about positioning and messaging?

14:26 – 21:11 How Metadata approached positioning and messaging in the early days

21:12 – 23:57 How to start changing your process

23:58 – 24:57 How to apply positioning and messaging to your website

24:57 – 27:47 Why positioning and messaging are never a one-and-done thing

27:48 – 32:57 How Metadata has learned from past mistakes

32:57 – 33:48 How often should you be revisiting your messaging?

33:48 – 35:06 The best way to test messaging

35:06 – 36:18 Outro

So, how do you map out a strategy that will deliver optimum marketing performance?

Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing at Metadata, discuss how you can build a demand model that’ll ultimately connect your leads to revenue.

Find out:

• What a demand model is and why you need it
• Goals needed to make a demand model work
• The role of historical data in building a demand model

Check out the full episode for practical takeaways that’ll help you build a demand model and improve marketing performance.

00:00 - 00:30 Intro

00:34 - 01:54 Opening remarks on Metadata’s demand model

01:55 - 03:43 How Jason got his start building demand models

03:44 - 05:27 What a demand model is and how to use it

05:28 - 07:18 Benefits of building a demand model from the top-down and the bottom-up

07:19 - 09:36 How to get started building a demand model

09:37 - 12:45 Five big inputs needed to build a demand model

12:46 - 13:10 Why the length of your sales cycle is vital

13:11 - 16:19 Goals needed to make a demand model work

16:20 - 19:16 How often you should look at a demand model

19:17 - 22:37 The dynamics of the marketer-sales team relationship

22:38 - 25:43 How Metadata know when to sound the alarm based on their demand model

25:44 - 30:17 How to adjust a demand model over time

30:18 - 35:45 How Metadata’s demand model has changed over time

35:46 - 38:02 Building a demand model without historical data

38:03 - 38:48 Outro

But whether you’re building a team from scratch or just got the green light to boost your headcount, we’ve got some tips for you.

Mark Huber, Head of Brand & Product Marketing, and Jason Widup, VP of Marketing at Metadata, join forces in this episode to share some of the tips and lessons they’ve learned in their journey to build a top marketing team.

You’ll learn why the type of marketing focus should influence your hiring decisions, why you need to hire people better than you, and how to craft the perfect job description.

Listen to the full episode to refine your recruitment push and build a world-class marketing team.   

Find out:

• How to align your marketing vision with your recruitment
• Why it’s always important to hire people better than you
• Metadata’s process for building a marketing team

0:00 – 0:21 Introduction

0:22 – 4:15 Why building a modern marketing team depends on the role of marketing in a business

4:15 – 6:17 Jason’s approach to building a marketing team

6:17 – 9:07 Jason’s vision for his marketing team

9:07 – 12:17 What to look for in your first hire

12:17 – 13:37 How to vet the right people for your team

13:37 – 19:59 How to decide which roles to prioritize hiring for

20:00 – 23:48 Should you hire generalists or specialists?

23:49 – 27:54 How to structure a marketing team

27:55 – 34:33 What’s the perfect headcount for a marketing team?

34:33 – 39:50 The importance of diversity when building a team

39:50 – 42:30 The top things Jason learned from building a team from scratch

42:30 – 44:20 Outro

Mark Huber, Head of Brand & Product Marketing is joined by Silvio Perez, Head of Performance Marketing at Metadata to explore the ins and outs of experimenting with paid ads.

We explore the common mistakes people make with experimentation, how to start testing ads, different outcomes to look out for, and some insights into ads testing well with Metadata customers.

Watch the full episode to learn how to make the most of your paid ad experiments.

Find out:

• What common mistakes people make when testing ads
• Steps to take when experimenting with paid ads
• Five core outcomes for paid advertising

00:00 - 00:54 Intro

00:55 - 03:37 Why it’s vital to keep experimentation simple

03:38 - 05:40  The importance of attaching an outcome to your goals

05:41 - 09:26 Why capturing demand should be your first outcome

09:27 -  12:42 When to start creating demand

12:43 - 14:16 How to align your budget with your outcomes

14:17 - 18:09 Why isolating variables is the focal point of experimentation

18:10 - 22:01 How to actually test your ads

22:02 - 23:40 The rule of thumb when testing ad variations

23:41 - 28:19 Gated vs ungated content

28:20 - 29:35 How to approach different types of ad experiments

29:36 - 33:23 What Silvio is experimenting on with metadata customers

33:24 - 36:02 Silvio’s inspiration for new experimentation ideas

36:03 - 37:00 Outro

There’s so much you can do with the content you’ve generated that won’t only promote your brand, it’ll also build anticipation for future events.

Mark Huber, Head of Brand & Product Marketing, and Justin Simon, Senior Content Marketing Manager at Metadata, discuss several ways to tap into the content goldmine that is your event. We look at how pre-recorded sessions can give you a head start with your content, a five-part repurposing framework, and also share a few hiccups that happened down the line.

Listen to the full episode to learn how to get enough valuable content out of your event long after it’s over.

Find out:

• How to apply our five-part repurposing framework
• The importance of having a plan going in
• Why your content’s structure and the platforms you use matter
• How email complements social media marketing

00:00 - 00:26 Introduction

00:28 - 03:16 What inspired Justin to repurpose content from the Demand event

03:17 - 04:46 Why your core content has to be good

04:47 - 06:29  Lessons from how the content for the event was structured

06:30 - 09:09 The benefits of having pre-recorded sessions

09:10 - 14:07 How Metadata handled the hiccups that occurred during the event

14:08 - 15:34 Why it’s vital not to bank on perfection

15:35 - 29:50 Justin’s five-step framework for repurposing events

29:51 - 30:45 The importance of finding good partners

30:46 - 32:58  Justin’s approach to getting traffic and ranking

32:59 - 34:26  The unexpected successes during Metadata’s event

34:27 - 35:03 How old content can be just appealing as the new material

35:04 - 36:33 Why consistency is important when sending out content

36:34 - 39:40 What Justin and Mark would have done differently

39:41 - 40:45 Outro

Links

• The DEMAND Content Hub: https://metadata.io/resources/demand/
• Justin's course "Content Repurposing Roadmap": https://contentrepurposingroadmap.com/
• Content 10X: https://www.content10x.com/
• Algert: https://algert.co/

Mark Huber, Head of Brand & Product Marketing, speaks with Silvio Perez, Head of Performance Marketing at Metadata, to get some invaluable insights into the world of Google Ads. We cover the key to successfully planning your ads, three common mistakes to avoid, how to start testing ads, and what the future holds for marketers.

Plus, we also announce a brand new channel in Metadata for Google Ads, which will transform the way you execute campaigns through our platform.

Listen to the full episode to learn the secrets to unlocking the most value from your Google Ads.

Find out:

• The three common mistakes to avoid when planning ads
• Why more budget doesn’t always equal better results
• What to expect from the future of Google Ads
•  Bonus: How Metadata’s new Google Ads channel can transform your campaigns

0:00 – 0:26 Introduction

0:27 – 3:30 What Silvio wished he knew when he first started using Google Ads

3:31 – 4:50 Where agencies get Google Ads wrong

4:50 – 9:09 Why running the math is so important when you use paid advertising

9:09 – 11:15 Why you don’t have to guess when it comes to Google Ads

11:16 – 13:38 Resources Silvio recommends to help you learn more about paid search

13:39 – 16:13 How to go from learning about paid search to actually applying it

16:14 – 20:26 The big ways Google Ads is changing 

20:26 – 22:44 What Google’s increased focus on automation means for paid search

22:44 – 25:10 Why you shouldn't only listen to Google

25:10 – 26:50 What Google’s updated privacy policies mean for advertisers

26:50 – 29:19 How Silvio started as a consultant at Metadata

29:19 – 34:41 Why we’re launching a new Google Ads channel in Metadata

34:42 – 36:12 The most exciting things B2B marketers can do with Google Ads and Metadata

36:12 – 37:53 What the future looks like for Google Ads and Metadata

37:53 – 39:03 Outro

Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing at Metadata, delve into everything that went on behind the scenes at the Metadata virtual event, DEMAND. They cover the successes, failures and lessons learned along the way.

Listen to the full session to learn more about the ins and outs of hosting a successful virtual event, with actual takeaways from the Metadata virtual event.

Find out:

• Why communication is vital —both internally and externally
• The importance of staying true to the goal of your event
• How to be realistic about creating a wholesome attendee experience

00:00 - 01:33 Introduction

01:34 - 04:05 The dynamics of running an event from different geographical regions

04:06 - 06:06  How volunteers play into the success of a virtual event

06:08 - 10:53 Matching people to different roles

10:55 - 18:25 How clear communication during crises curbs negative effects

18:26 - 20:07 Benefits of setting a clear goal for an event

20:08 - 26:26 How to create the right kind of FOMO

26:27 - 27:29 Why relatability is a powerful marketing tool

27:35 - 28:25 Benefits of pre-recording parts of your event

28:26 - 35:11 How to create an enriching attendee experience (at scale)

35:12 - 37:52 Lessons learned from the event

47:53 - 39:43 Managing sponsorships and guest speakers

39:44 - 42:10 Top things Jason and Mark would do differently for the next event

42:10 - 43:29 Outro

Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing at Metadata, break down some of the ways they promoted a Metadata virtual event successfully.

Listen to the full session to learn how to successfully plan, promote, and host your virtual event so that people want to show up.

Find out:

• Why getting clear on your intent is the first step to planning a successful event
• How to set realistic goals for your virtual event
• The different ways Metadata promoted its virtual event

0:00 – 0:39 Introduction

0:39 – 2:26 What is a virtual event?

2:26 – 6:38 Where the idea for a Metadata virtual event came from

6:38 – 11:21 Figuring out the event’s main concept

11:21 – 15:15 How to build intent for your virtual event

15:15 – 19:28 Setting goals for a virtual event

19:28 – 23:27 Finding the right speakers

23:27 – 27:11 How the launch was planned

27:12 – 31:05 Metadata’s launch promotion strategy

31:06 – 35:26 How Metadata drove engagement through contests

35:26 – 37:26 What we could have done differently

37:26 – 39:23 Memorable moments from the launch

39:24 – 40:37 Outro

Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing at Metadata, break down what marketers should be doing for demand gen, how it’s changed over the years, and which bad habits we could all do with throwing out.

Find out:

• The top demand gen tactics for 2022
• What sales teams need to stop doing in demand gen
• Why you should sell how people want to be sold to

Listen to the full session to learn more about creating a demand gen strategy fit for 2022 – and not one that belongs in the Dark Ages.

• 0:00 – 0:41 Introduction
• 0:41 – 2:23 How many B2B marketers talk about demand generation
• 2:24 – 4:07 Why demand gen is about more than just paid ads
• 4:08 – 7:43 Why you shouldn’t assume that everyone’s ready to buy
• 7:43 – 9:03 The five stages of customer awareness
• 9:04 – 16:05 Outdated demand gen tactics we should leave behind
• 16:06 – 18:43 The future of demand gen
• 18:43 – 20:16 Why signing up for a demo is about validating the customer’s research now
• 20:16 – 25:22 How to start demand gen and create an experience that buyers want
• 25:22 – 33:58 Metadata’s approach to demand gen in 2022
• 33:58 – 35:59 Jason and Mark’s favorite tactics in demand gen
• 36:00 – 38:28 Top predictions for the world of demand gen in 2022
• 38:28 – 39:33 - Outro

Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing at Metadata, dive into different ways to create demand with existing customers and Metadata’s strategy for doing so.

Find out:

• What customer marketing really means
• The importance of encouraging brand ambassadors
• Metadata’s approach to customer marketing

Listen to the full session to uncover how to drive demand with your existing customer base.

• 0:00 – 0:23 Introduction
• 0:24 – 4:47 How to define customer marketing
• 4:47 – 6:31 Why customer advocates and ambassadors are your secret weapon
• 6:32 – 9:54 Why you should focus on Net Retention Rate (NRR)
• 9:54 – 17:15 Metadata’s approach to customer marketing
• 17:15 – 19:11 Metadata’s approach to executive outreach and alignment
• 19:11 – 22:26 How to use a customer advisory board
• 22:26 – 24:22 Using exclusive content for existing customers
• 24:22 – 28:22 How to measure goals in customer marketing
• 28:22 – 30:09 Where community management falls into customer marketing
• 30:10 – 31:18 Outro

Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing at Metadata, explore the concept of dark social and the dark funnel and what you need to know about them. 

Find out:

• What dark social and the dark funnel mean
• Why brands should focus on building trust and relationships
• How Metadata nurtures potential customers

Watch the full session to learn more about harnessing the power of dark social and the dark funnel.

• 0:00 – 1:07 Introduction
• 0:40 – 2:27 How to get clear on your ICP
• 2:27 – 8:23 The easiest ways to define your ICP
• 8:23 – 10:33 How to analyze your customer data
• 10:34 – 12:51 Why you should focus on the people to help identify your ICP
• 12:52 – 16:03 How to find customers that are a good fit based on the tools they already use
• 16:03 – 19:28 Looking at customer intent data sources
• 19:28 – 25:01 Why you need to find unique sources of data
• 25:02 – 28:27 What to do if you don’t know your ICP yet
• 28:27 – 32:58 How to start testing ICPs
• 32:59 – 35:50 How important audience size is
• 35:51 – 37:10 Roundup

If you'd like to learn more, reach out and schedule a demo: https://metadata.io/

Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing at Metadata, explore how to move beyond just lead building and work closely with sales to improve your lead generation strategy.  

Find out:

• Why marketing should move beyond just lead building
• How to develop a good working relationship with sales
• How to measure the effectiveness of lead generation

Watch the full session to learn more about turning leads into real revenue.

• 0:00 – 0:33 Introduction
• 0:34 – 1:53 How Metadata introduced Jason to the idea of focusing on pipeline and revenue
• 1:53 – 4:03 How to not make the shift to pipeline and revenue
• 4:03 – 7:01 Jason’s experience of joining Metadata
• 7:01 – 11:45 How Metadata tried to drive demo requests
• 11:45 – 16:37 Why you should be closely aligned with your sales team
• 16:38 – 21:53 How to measure the right KPIs for lead generation
• 21:54 – 25:10 Small changes you can make before making a big shift towards pipeline and revenue
• 25:11 – 29:09 Can you measure gated content?
• 29:09 – 32:43 Are MQLs dead?
• 32:43 – 33:14 Why relationships in your team are crucial
• 33:14 – 34:26 Outro

Metadata’s Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing, give actionable advice on targeting your ideal audience effectively and ensuring you’re getting the most out of your campaigns.

Find out:

• How to define your ideal customer
• How to analyze data for your campaign targeting
• Different data sources you can use to seek out your ideal customers

Tune in to learn more tried-and-tested ways to define your target audience and deliver your campaigns.

• 0:00 – 1:07 Introduction
• 0:40 – 2:27 How to get clear on your ICP
• 2:27 – 8:23 The easiest ways to define your ICP
• 8:23 – 10:33 How to analyze your customer data
• 10:34 – 12:51 Why you should focus on the people to help identify your ICP
• 12:52 – 16:03 How to find customers that are a good fit based on the tools they already use
• 16:03 – 19:28 Looking at customer intent data sources
• 19:28 – 25:01 Why you need to find unique sources of data
• 25:02 – 28:27 What to do if you don’t know your ICP yet
• 28:27 – 32:58 How to start testing ICPs
• 32:59 – 35:50 How important audience size is
• 35:51 – 37:10 Roundup

If you'd like to learn more, reach out and schedule a demo: https://metadata.io/

Combining their years of B2B marketing experience, Jason and Mark discuss ops, technology, analytics, brand, content, frameworks, failures, successes, and everything else you need to know to boost your growth marketing.

Tune in to develop your demand gen knowledge, become a better marketer, and get closer to revenue.

More from Metadata: https://metadata.io/