Demandbase + Eloqua AdFocus Company-Targeted Advertising

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You can now extend your Eloqua marketing automation platform to your paid channel with Eloqua AdFocus and Demandbase Company-Targeted Advertising. Your current campaigns drive personalized emails and landing pages - now you can do the same for display ads. Serve targeted,dynamic ads to prospects or accounts you're already nurturing based on where they are in their buying cycle—As your buyer progresses through cycle, so do your ads.

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Bernstein-Rein Advertising

An independent agency that brings out the why in every brand.

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CORE ABM

Cookie-less ABM: What Should B2B Marketers Expect?

Article | July 27, 2022

Third-party cookie restrictions or outright bans were an inevitable step in the evolution of data protection. As a result, B2B marketers are preparing for a cookie-less future in which third-party data will no longer direct them to potential clients. They must now prepare new tactics to execute account-based marketing (ABM) strategies. Abhi Yadav, the founder of Zylotech, states that ABM strategies greatly depend on trustworthy data: “We believe the foundation for any successful ABM program lies in the ability to “trust” your data. This requires scalable, repeatable processes for data management and governance across all people, accounts, and activities.” Abhi Yadav, the founder of Zylotech, states that ABM strategies greatly depend on trustworthy data: “We believe the foundation for any successful ABM program lies in the ability to “trust” your data. This requires scalable, repeatable processes for data management and governance across all people, accounts, and activities.” In light of the demise of third-party cookies, where can B2B marketers turn for reliable information? Let us find out. First-Party Cookies When it comes to potential customers, first-party cookies are the most dependable source of information. These cookies assist in monitoring audience behavior when they visit our websites and engage with our content. Based on recent interactions, first-party cookie data will produce more relevant content. Data Points When developing ABM strategies, delve deeper into first-party data and use locations and keywords. B2B marketers can then contextualize the content and figure out what prompted the viewer to interact with it in the first place. Tracking Technologies Tracking technologies like reverse IP tracking are legal and can aid your ABM campaigns. This technology enables businesses to conduct reverse IP searches and access the top-level domain data that IP produces. The name of the business hosting that IP and the other details of those who registered the business IP can be accessed. Using this information, B2B marketers can develop an effective target list and pursue the target accounts with personalized content. Contextual Advertising Contextual advertising displays advertisements to website visitors based on the content they are currently viewing. As a result, the visitors find these ads relevant to their needs and are more receptive to them. ABM Success Requires Reliable Data Using primary data sources will provide direct feedback on the relevance of your content based on interactions with potential clients. As we enter this first-party world, you must remain agile, with new ABM tactics ready to guide clients toward successful partnerships.

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ABM ACCOUNTS

Why Should Tech and Demand Gen Only Support ABM, Not Drive It?

Article | July 19, 2022

Targeted advertising has become the norm on popular ABM platforms. As a result, many marketers have forgotten ABM's principles. Leadership, marketing, revenue, sales enablement, customer success, and product teams should work together to hit ABM numbers instead of completely relying on platforms and demand generation strategies. Here are three reasons why ABM platforms and demand generation campaigns shouldn’t drive your ABM strategy: GTM Teams Cannot Advance Companies focusing on targeted demand gen through technology make their ABM strategy campaign-based instead of focusing on the interactions the sales and marketing teams need to have with target accounts to deliver revenue growth. They struggle with winning multi-year contracts. Ideally, the teams should focus on filling the gaps left by competitors with different content and messaging in order to turn accounts into sales. Buying Journey Support is Limited ABM is about getting key accounts to generate revenue. When teams rely on technology to put out content and messaging for target accounts but don’t change their sales motions, processes, and conversations, their win rates drop. They should change their prospects’ experiences at every stage of the buying journey to deliver an optimal customer experience. Sales Cycles Continue to be Lengthy An ABM strategy should be used to influence both selling conversations and internal conversations that the sales teams are not privy to. Creating demand and building a pipeline through ABM platforms won’t bring revenue growth if there is no follow-through to convert accounts. Teams should engage in account-based enablement and come up with a plan to engage accounts that go dark or get stuck in the buyer journey. Use Technology and Demand Generation in Moderation Remember that ABM platforms and demand gen strategies can enhance your ABM efforts, but they shouldn’t be the driving force behind your ABM strategy. Marketers need to start using ABM to fix the revenue issues in their organizations instead of treating it like a targeted demand-generation function.

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CORE ABM

Building an Account-centric Organization Part II

Article | August 8, 2022

In Part I of this article, we discussed the importance of the ABM foundation, ideal momentum of change, team training, and analyzing data to understand the performance of your ABM strategy. In this part, we will look at how CX, sales enablement, a strong team and consistency matter in successfully transforming your organization into an account-centric one. ABX: Endorse Experience Focus on the kind of experience you want to offer your target account. Offer them a customized and account-centric experience. Involve every department at a granular level to achieve an excellent customer experience. Enablement: Sales Resources Are Vital Support your sales teams through communication that works for them. Provide them with the right tools, content, insights, and data, even if they know how to do their job. Support and motivate them to close more deals. Consistency: Checking What’s Working Review your performance weekly and discuss outcomes with your teams—improvements, hurdles, and failures included. A full view of your strategy will show you where you need to make changes so you can fix them and make your ABM efforts work. Experience: Hire ABM Experts Executing ABM can be an overwhelming experience if you are new to it. Consider bringing in someone who has already run some successful ABM campaigns to make the process smoother. Doing this will guide and support your long-term efforts. Businesses and Customers Reap Rewards When an organization focuses solely on its target accounts, it achieves: Higher conversions and ROI Effective target audience reach Reduced customer attrition Business growth Synchronization in cross-functional teams Competitive edge in the market When target accounts choose an account-centric company, they get: Customized solutions to their pain points Support throughout the buying journey Excellent customer experience Long-term business association An ITSM Firm Addressed Revenue Concerns with an Account-Centric Approach A British IT service management (ITSM) analytics SaaS firm re-evaluated its ABM efforts to address revenue concerns. It increased relevance across all channels — LinkedIn profiles, content, and messaging to directly address decision-makers. It aligned its sales and marketing teams. Furthermore, it changed its focus to improving customer interactions along the buying journey. As a result, it gained customers like GoDaddy, British Airways, and JCPenney. A larger firm with a presence in North America, the UK, Europe and APAC acquired it as a part of a business expansion strategy. Wrapping It Up Amber Bogie, ABM Strategy Lead at Degreed, says, “In terms of attribution, if it's an ABM account, and it's seeing success, I'm attributing that to a company-wide effort of focusing on the right accounts using an ABM strategy.” Amber Bogie, ABM Strategy Lead at Degreed, says, “In terms of attribution, if it's an ABM account, and it's seeing success, I'm attributing that to a company-wide effort of focusing on the right accounts using an ABM strategy.” Remember, ABM works differently for different organizations. Therefore, there is not a one-size-fits-all approach, so you need to zero in on what works best for your organization to get everyone on board to achieve ABM success.

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TARGETED ACCOUNT STRATEGY

ABM Strategy in Healthcare: A Quick Overview

Article | July 5, 2022

Account-based marketing in healthcare helps marketers reach institutional decision-makers based on intent and target accounts. However, ABM becomes a bit more complex in the healthcare domain where the needs, regulations, and procurement processes vary widely, and so do the ways healthcare providers communicate. For an ABM strategy to work in this domain, effort, time, tailored content, and deep customer insights are necessary. ABM Strategy in Healthcare Here are the co-ordinated steps you need to take to implement ABM in the healthcare domain: Getting Buy-in Get buy-in from sponsors at the highest level and coordinate with functional stakeholders. Create client-centric teams and decide on KPIs that matter. Identify Key Accounts With the help of sales representatives and relationship managers, identify key HCP accounts that can benefit from your ABM strategy. Conduct Extensive Research Deep-dive into research on these key accounts, their history, buyer journeys with you. Find out their current and future needs and issues, and their status within the market. Tailor Your Content The research will help you tailor the content for your content marketing strategy. Address the decision-makers with content that solves their pressing issues to get the conversions you want. Analyze & Adjust the Strategy Analyze campaign results from time to time (preferably quarterly). Based on your identified KPIs, check what is working and what isn’t bringing the expected results. Adjust your strategy accordingly. What to Expect from ABM in Healthcare? Salesforce recently conducted research among healthcare marketing professionals. The results showed that 70% believed connected customer journeys positively impacted client loyalty and willingness to recommend products to others. So, ABM could be a great way to increase your revenue and get a higher ROI as compared to any other marketing strategy.

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Bernstein-Rein Advertising

An independent agency that brings out the why in every brand.

Related News

ACCOUNT BASED ADVERTISING,TARGETED ACCOUNT STRATEGY

The changing face of brand building in B2B boardrooms

transmission | August 10, 2022

Despite historic skepticism from B2B boardrooms, brand building has been going through somewhat of a renaissance over the past few years. For all too long, the B2B marketing function was seen as a cost-center whose existence was to support sales in accelerating pipeline and maximizing ROI. Mentions of brand in the boardroom could be met with disinterest and to a certain extent, fear, driven by difficulties in measuring its impact on the bottom line. The effects of a negligent approach to B2B brand building were clear. In 2019, the Financial Times partnered with the Institute of Practitioners in Advertising (IPA) – a professional institute for agencies and individuals working in the UK’s advertising, marketing, and communications industry – to publish the ‘Board-Brand Rift’ report revealing that over half of business leaders rated their knowledge of brand building as ‘average’ to ‘very poor’. But things are changing. In just a few short years, brand has made its way to the top of B2B marketing leaders’ priority lists. Our ‘State of B2B Brand Building 2022’ research report reveals that 71% of B2B marketing leaders acknowledge that boardroom views of brand building have changed significantly in the last 12 months – with over 60% now believing that brand marketing is a strategic business priority. B2B buyers want more from business: The marketplace has seen a huge shift in B2B buyer behavior driven, in part, by the COVID-19 pandemic. Concerns over public health, the environment, and job security contributed to a climate of fear and anxiety in which buyers looked to make more ethical purchase decisions – turning to business as a bastion of societal leadership. Two years on, B2B buyers are increasingly looking to engage with highly resonant and authentic brands. They want to know that the companies they buy from reflect their own values and whether they contribute to wider society, putting purpose above profit. "COVID-19 has accelerated the need for our brand to have a real and meaningful purpose; one that contributes more to the local community and improves lives. This is what our buyers now expect from us." - Survey response from a B2B marketing leader. B2B brands need a clear and defined purpose to stay competitive in today’s marketplace. Brand trust, transparency, and authenticity are all high on the list of customers’ brand selection criteria, and organizations need to respond to match. Thankfully, it seems like they are: Over one-third of those surveyed said they needed to reset their brand strategy and proposition to strengthen the emotional connection with their audience. Competition is at an all-time high: The pandemic, however, was not alone in shaping today’s B2B marketplace. A surge in mergers and acquisitions across B2B industries has intensified market competition, reducing the effectiveness of demand generation campaigns on revenue growth. As a result, B2B organizations have started taking a progressively long-term view of brand. Many are turning to brand awareness campaigns to build memory structures in the minds of prospective future buyers – reflecting Professor John Dawes’ 95:5 heuristic. "We need to keep our company in users’ minds. Creating memorable impressions and standing out from the crowd through our brand is more important than ever before." - Survey response from a B2B marketing leader. However, as brand continues to skyrocket in importance, so does the role of creativity in B2B brand building. Of the B2B marketing leaders we surveyed, 42% highlight the need to better define their brand to help differentiate themselves. Buyers today can be fairly confident that a range of companies can deliver what they require, leaving differentiation to brand rather than a product or service. And this is reflected in how our respondents agree that a shift away from the B2B ‘safe and steady’ approach enables more unique brand positioning and ultimately, improved standout in the hearts and minds of their audience. New approaches, old problems: Perhaps unsurprisingly, shifts in boardroom priorities aren’t without their challenges. While over half of our survey’s respondents said that brand building is equally as important as demand generation in achieving their marketing goals, 40% told us that only 5-20% of their annual marketing budget is allocated to brand building programs. This comes in stark contrast to Les Binet (Head of Effectiveness at adam&eve DDB) and Peter Field’s (a seasoned Marketing Consultant) seminal research piece stating that B2B brands should look to spend 60% of their budget on brand and 40% on demand for optimum effectiveness. For B2B brand marketers to allay boardroom concerns and win increased brand investment, they need to become more market-oriented and talk the language of finance. Providing a clear link between authentic, purpose-driven brand building initiatives, customer acquisition, and increased revenue growth – along with the ability to command higher prices, negotiate better supply chain contracts, and attract better employees – can help demonstrate the commercial value and competitive edge of a brand. Alternatively, B2B marketing leaders can look to relate brand investment to the challenges that keep their CFO awake at night. The B2B Institute’s Jon Lombardo recently spoke on Fergus O'Carroll’s ‘On Strategy’ podcast about the importance of the relationship between marketing and finance. In general, 20% of a company’s stock price is based on short-term cash flows, while the other 80% is based on the long-term. Lombardo argues if CMOs work with their CFO to pair this cash flow-centric view with a customer-centric marketing strategy, they can pave the way for a rebalancing of the marketing budget in favor of brand building initiatives – enabling greater investment in capturing the 80% of future buyers.

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ACCOUNT BASED ANALYTICS

Metadata Awarded Its 4th and 5th Patents for Their MarTech

Metadata | February 07, 2022

On February 2, Metadata.io announced that they had received two new patents from The United States Patent and Trademark Office (USPTO) for their marketing technology that automates mundane but critical B2B marketing tasks. Metadata.io is the first demand generation platform for B2B marketers. It helps B2B marketers build highly targeted audiences across different channels. The platform launched a high volume of campaign experiments and optimizes the ones that drive efficient revenue automatically. Metadata currently serves over 170 customers that benefit from the platform. It aims to take marketers closer to revenue. These new patents will boost the performance of the existing campaigns platform and provide the capability to establish new technology integrations. It will also enable new marketing strategies using a ‘playbook’ concept. “These patents are taking a step beyond a simple instruction manual to help customize and execute new marketing strategies based on a particular customer’s needs,” said Gil Allouche, CEO, Metadata. “These patents are taking a step beyond a simple instruction manual to help customize and execute new marketing strategies based on a particular customer’s needs,” said Gil Allouche, CEO, Metadata. “We’re building a platform that allows revenue marketers to automatically run completely pre-optimized programs that apply proven B2B marketing best practices and playbooks across channels and technologies.” The first of the two patents was granted for proactive marketing technology. It ingests a customer’s historical data from across different channels and technologies. It understands the customer’s expectations and recommends the next step marketing strategies to get the best outcome efficiently. The second patent was granted for Metadata’s use of templates and playbooks. They are digitally embedded into the platform and will apply B2B marketing best-practice strategies to the customer’s campaigns and technology integrations. “Historically, AI has been more of a novelty. Now, it’s embedded everywhere in our personal lives,” said Allouche. “It’s innate – we trust it without question when we need directions or groceries at our door. On the business side, however, we are only on the brink of its possibilities. But the technology is here, and ready to be leveraged.”

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ACCOUNT BASED ANALYTICS

Metadata Awarded 4th and 5th Patents As They Build First Demand Gen Platform for B2B Marketing

Metadata | February 07, 2022

Metadata.io, the first demand generation platform for B2B marketers, is pleased to announce they have received two new patents from The United States Patent and Trademark Office (USPTO) for their technology that automates the most repetitive and mundane, but critical tasks in B2B marketing. Today, the platform helps B2B marketers with building highly targeted audiences across channels, launching a high volume of campaign experiments, and self-optimizing those to what drives the most efficient revenue. The company currently has over 170 customers benefiting from this current technology. With a mission to get Marketers closer to revenue, these two new patents will not only boost the performance of the existing campaigns platform but will introduce an entirely new capability to establish new technology integrations and enable new marketing strategies using a “playbook” concept. “These patents are taking a step beyond a simple instruction manual to help customize and execute new marketing strategies based on a particular customer’s needs,” said Gil Allouche, CEO, Metadata. “These patents are taking a step beyond a simple instruction manual to help customize and execute new marketing strategies based on a particular customer’s needs,” said Gil Allouche, CEO, Metadata. “We’re building a platform that allows revenue marketers to automatically run completely pre-optimized programs that apply proven B2B marketing best practices and playbooks across channels and technologies.” The first patent was granted to Metadata for its proactive marketing technology. This new technology ingests a customer’s historical data from across their channels and technologies, understands the customer’s desired outcomes, and recommends best-next-step marketing strategies to achieve those outcomes most efficiently. The second patent was granted for Metadata’s use of templates and playbooks that are digitally embedded into the platform that will apply proven B2B marketing best-practice strategies to customers’ campaigns and technology integrations. As an example, on the first login, a new Metadata customer can integrate their technology stack, tell Metadata what outcomes they are trying to achieve, and the platform will go to work. It ingests years of detailed data, analyzes it against all previous customers, campaigns, technologies, and outcomes, and recommends to the user a specific way to set up and implement their technologies, as well as specific campaigns to run, in order to most efficiently and quickly achieve their goals. Metadata’s first application of this was with LinkedIn Conversation Ads. Metadata provided Conversation Ad templates that had been pre-optimized with hundreds of thousands of dollars of ad spend, directly within the platform so their customers could run similar campaigns. Metadata has captured detailed data from a growing customer base, including some of today’s most successful B2B companies, and will be able to leverage this data anonymously to make future predictions and recommendations across all their clients. The platform can then automatically take action based on this data, improving campaign performance while needing fewer resources. “Historically, AI has been more of a novelty. Now, it’s embedded everywhere in our personal lives,” said Allouche. “It’s innate – we trust it without question when we need directions or groceries at our door. On the business side, however, we are only on the brink of its possibilities. But the technology is here, and ready to be leveraged.’ Start generating revenue through your marketing today at https://metadata.io/. About Metadata Metadata is the first demand generation platform that launches paid campaign experiments and self-optimizes to revenue. Through AI and machine learning, Metadata helps B2B marketers automate the repeatable and time-consuming parts of running paid campaigns so they can focus more of their time on strategy, targeting, and creative. B2B marketers at Zoom, Okta and ThoughtSpot rely on Metadata to get closer to revenue. Start experimenting so you can get revenue faster with https://metadata.io/.

Read More

ACCOUNT BASED ADVERTISING,TARGETED ACCOUNT STRATEGY

The changing face of brand building in B2B boardrooms

transmission | August 10, 2022

Despite historic skepticism from B2B boardrooms, brand building has been going through somewhat of a renaissance over the past few years. For all too long, the B2B marketing function was seen as a cost-center whose existence was to support sales in accelerating pipeline and maximizing ROI. Mentions of brand in the boardroom could be met with disinterest and to a certain extent, fear, driven by difficulties in measuring its impact on the bottom line. The effects of a negligent approach to B2B brand building were clear. In 2019, the Financial Times partnered with the Institute of Practitioners in Advertising (IPA) – a professional institute for agencies and individuals working in the UK’s advertising, marketing, and communications industry – to publish the ‘Board-Brand Rift’ report revealing that over half of business leaders rated their knowledge of brand building as ‘average’ to ‘very poor’. But things are changing. In just a few short years, brand has made its way to the top of B2B marketing leaders’ priority lists. Our ‘State of B2B Brand Building 2022’ research report reveals that 71% of B2B marketing leaders acknowledge that boardroom views of brand building have changed significantly in the last 12 months – with over 60% now believing that brand marketing is a strategic business priority. B2B buyers want more from business: The marketplace has seen a huge shift in B2B buyer behavior driven, in part, by the COVID-19 pandemic. Concerns over public health, the environment, and job security contributed to a climate of fear and anxiety in which buyers looked to make more ethical purchase decisions – turning to business as a bastion of societal leadership. Two years on, B2B buyers are increasingly looking to engage with highly resonant and authentic brands. They want to know that the companies they buy from reflect their own values and whether they contribute to wider society, putting purpose above profit. "COVID-19 has accelerated the need for our brand to have a real and meaningful purpose; one that contributes more to the local community and improves lives. This is what our buyers now expect from us." - Survey response from a B2B marketing leader. B2B brands need a clear and defined purpose to stay competitive in today’s marketplace. Brand trust, transparency, and authenticity are all high on the list of customers’ brand selection criteria, and organizations need to respond to match. Thankfully, it seems like they are: Over one-third of those surveyed said they needed to reset their brand strategy and proposition to strengthen the emotional connection with their audience. Competition is at an all-time high: The pandemic, however, was not alone in shaping today’s B2B marketplace. A surge in mergers and acquisitions across B2B industries has intensified market competition, reducing the effectiveness of demand generation campaigns on revenue growth. As a result, B2B organizations have started taking a progressively long-term view of brand. Many are turning to brand awareness campaigns to build memory structures in the minds of prospective future buyers – reflecting Professor John Dawes’ 95:5 heuristic. "We need to keep our company in users’ minds. Creating memorable impressions and standing out from the crowd through our brand is more important than ever before." - Survey response from a B2B marketing leader. However, as brand continues to skyrocket in importance, so does the role of creativity in B2B brand building. Of the B2B marketing leaders we surveyed, 42% highlight the need to better define their brand to help differentiate themselves. Buyers today can be fairly confident that a range of companies can deliver what they require, leaving differentiation to brand rather than a product or service. And this is reflected in how our respondents agree that a shift away from the B2B ‘safe and steady’ approach enables more unique brand positioning and ultimately, improved standout in the hearts and minds of their audience. New approaches, old problems: Perhaps unsurprisingly, shifts in boardroom priorities aren’t without their challenges. While over half of our survey’s respondents said that brand building is equally as important as demand generation in achieving their marketing goals, 40% told us that only 5-20% of their annual marketing budget is allocated to brand building programs. This comes in stark contrast to Les Binet (Head of Effectiveness at adam&eve DDB) and Peter Field’s (a seasoned Marketing Consultant) seminal research piece stating that B2B brands should look to spend 60% of their budget on brand and 40% on demand for optimum effectiveness. For B2B brand marketers to allay boardroom concerns and win increased brand investment, they need to become more market-oriented and talk the language of finance. Providing a clear link between authentic, purpose-driven brand building initiatives, customer acquisition, and increased revenue growth – along with the ability to command higher prices, negotiate better supply chain contracts, and attract better employees – can help demonstrate the commercial value and competitive edge of a brand. Alternatively, B2B marketing leaders can look to relate brand investment to the challenges that keep their CFO awake at night. The B2B Institute’s Jon Lombardo recently spoke on Fergus O'Carroll’s ‘On Strategy’ podcast about the importance of the relationship between marketing and finance. In general, 20% of a company’s stock price is based on short-term cash flows, while the other 80% is based on the long-term. Lombardo argues if CMOs work with their CFO to pair this cash flow-centric view with a customer-centric marketing strategy, they can pave the way for a rebalancing of the marketing budget in favor of brand building initiatives – enabling greater investment in capturing the 80% of future buyers.

Read More

ACCOUNT BASED ANALYTICS

Metadata Awarded Its 4th and 5th Patents for Their MarTech

Metadata | February 07, 2022

On February 2, Metadata.io announced that they had received two new patents from The United States Patent and Trademark Office (USPTO) for their marketing technology that automates mundane but critical B2B marketing tasks. Metadata.io is the first demand generation platform for B2B marketers. It helps B2B marketers build highly targeted audiences across different channels. The platform launched a high volume of campaign experiments and optimizes the ones that drive efficient revenue automatically. Metadata currently serves over 170 customers that benefit from the platform. It aims to take marketers closer to revenue. These new patents will boost the performance of the existing campaigns platform and provide the capability to establish new technology integrations. It will also enable new marketing strategies using a ‘playbook’ concept. “These patents are taking a step beyond a simple instruction manual to help customize and execute new marketing strategies based on a particular customer’s needs,” said Gil Allouche, CEO, Metadata. “These patents are taking a step beyond a simple instruction manual to help customize and execute new marketing strategies based on a particular customer’s needs,” said Gil Allouche, CEO, Metadata. “We’re building a platform that allows revenue marketers to automatically run completely pre-optimized programs that apply proven B2B marketing best practices and playbooks across channels and technologies.” The first of the two patents was granted for proactive marketing technology. It ingests a customer’s historical data from across different channels and technologies. It understands the customer’s expectations and recommends the next step marketing strategies to get the best outcome efficiently. The second patent was granted for Metadata’s use of templates and playbooks. They are digitally embedded into the platform and will apply B2B marketing best-practice strategies to the customer’s campaigns and technology integrations. “Historically, AI has been more of a novelty. Now, it’s embedded everywhere in our personal lives,” said Allouche. “It’s innate – we trust it without question when we need directions or groceries at our door. On the business side, however, we are only on the brink of its possibilities. But the technology is here, and ready to be leveraged.”

Read More

ACCOUNT BASED ANALYTICS

Metadata Awarded 4th and 5th Patents As They Build First Demand Gen Platform for B2B Marketing

Metadata | February 07, 2022

Metadata.io, the first demand generation platform for B2B marketers, is pleased to announce they have received two new patents from The United States Patent and Trademark Office (USPTO) for their technology that automates the most repetitive and mundane, but critical tasks in B2B marketing. Today, the platform helps B2B marketers with building highly targeted audiences across channels, launching a high volume of campaign experiments, and self-optimizing those to what drives the most efficient revenue. The company currently has over 170 customers benefiting from this current technology. With a mission to get Marketers closer to revenue, these two new patents will not only boost the performance of the existing campaigns platform but will introduce an entirely new capability to establish new technology integrations and enable new marketing strategies using a “playbook” concept. “These patents are taking a step beyond a simple instruction manual to help customize and execute new marketing strategies based on a particular customer’s needs,” said Gil Allouche, CEO, Metadata. “These patents are taking a step beyond a simple instruction manual to help customize and execute new marketing strategies based on a particular customer’s needs,” said Gil Allouche, CEO, Metadata. “We’re building a platform that allows revenue marketers to automatically run completely pre-optimized programs that apply proven B2B marketing best practices and playbooks across channels and technologies.” The first patent was granted to Metadata for its proactive marketing technology. This new technology ingests a customer’s historical data from across their channels and technologies, understands the customer’s desired outcomes, and recommends best-next-step marketing strategies to achieve those outcomes most efficiently. The second patent was granted for Metadata’s use of templates and playbooks that are digitally embedded into the platform that will apply proven B2B marketing best-practice strategies to customers’ campaigns and technology integrations. As an example, on the first login, a new Metadata customer can integrate their technology stack, tell Metadata what outcomes they are trying to achieve, and the platform will go to work. It ingests years of detailed data, analyzes it against all previous customers, campaigns, technologies, and outcomes, and recommends to the user a specific way to set up and implement their technologies, as well as specific campaigns to run, in order to most efficiently and quickly achieve their goals. Metadata’s first application of this was with LinkedIn Conversation Ads. Metadata provided Conversation Ad templates that had been pre-optimized with hundreds of thousands of dollars of ad spend, directly within the platform so their customers could run similar campaigns. Metadata has captured detailed data from a growing customer base, including some of today’s most successful B2B companies, and will be able to leverage this data anonymously to make future predictions and recommendations across all their clients. The platform can then automatically take action based on this data, improving campaign performance while needing fewer resources. “Historically, AI has been more of a novelty. Now, it’s embedded everywhere in our personal lives,” said Allouche. “It’s innate – we trust it without question when we need directions or groceries at our door. On the business side, however, we are only on the brink of its possibilities. But the technology is here, and ready to be leveraged.’ Start generating revenue through your marketing today at https://metadata.io/. About Metadata Metadata is the first demand generation platform that launches paid campaign experiments and self-optimizes to revenue. Through AI and machine learning, Metadata helps B2B marketers automate the repeatable and time-consuming parts of running paid campaigns so they can focus more of their time on strategy, targeting, and creative. B2B marketers at Zoom, Okta and ThoughtSpot rely on Metadata to get closer to revenue. Start experimenting so you can get revenue faster with https://metadata.io/.

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