Q&A with Gil Allouche, Founder & CEO at Metadata.io

Media 7 | October 7, 2021

Gil Allouche, Founder & CEO at Metadata.io, is a software engineer turned data-driven growth marketer. He founded metadata.io to make demand generation easy for non-technical marketers.


Without the right tools, companies don’t realize what campaigns have zero traction and what campaigns are attracting the most potential buyers, therefore, money is wasted on leads that won’t lead to revenue.


MEDIA 7: What inspired you to start a demand generation platform like Metadata.io?
GIL ALLOUCHE:
I wanted to make demand generation easy for non-technical marketers. The platform evolved from my experiences hacking various marketing and CRM systems to get the solutions I was looking for. I worked as the software builder, as well as the marketing software user, so I had experiences and perspectives from both sides. I needed something that would target the right people at the right accounts, across a variety of platforms– and most importantly, to generate quality leads and drive real ROI. In 2015, a VC firm invited me to speak with a handful of CMOs and share what I had learned from my success in previous marketing roles, specifically, how to generate revenue through campaign experimentation. When I was asked on the spot what my actual role was that day, I told them I started a company to help B2B marketers do just that. I changed my LinkedIn profile, and from that day on, Metadata was born.



I’d recommend reaching out to all of your colleagues, former managers — those will be your first customers, advisors, investors and will give you friendly needed feedback


M7: Metadata.io has recently been named a leader in the G2 Summer 2021 Account-Based Advertising Grid Report. What has been the strategy behind achieving such prestigious recognition?
GA:
I think much of it has to do with the customer-first culture we’ve created. We have a product that marketers desire, but an entirely new category altogether in a market that is sometimes confusing. Being recognized as a testament to the fact that autonomous demand generation is working and disrupting the status quo for B2B marketers.


M7: How does Metadata.io help B2B marketers meet their revenue targets every month?
GA:
Metadata's Demand Generation Platform gives B2B marketers more time back in their day so they can let go of the mundane and focus on the big things. It’s the first demand generation platform that launches paid campaign experiments and self-optimizes them to revenue. Metadata uses AI for experimentation. Its AI operator launches and manages hundreds of campaign experiments simultaneously and optimizes to funnel data. Each experiment produces meaningful insights that automatically optimize the campaign according to the client’s goals and budget parameters. It replaces the time and tedium of A/B and multivariate testing with a quick, intuitive solution that maximizes results. It’s through AI and machine learning that Metadata helps B2B marketers automate the repeatable parts of running paid campaigns so they can focus more of their time on strategy, targeting, and creativity.


M7: Could you please tell us a little bit about MetaMatch? How does it make audience targeting easier for B2B marketers?
GA:
The platform matches business identities to personal identities across LinkedIn, Facebook, and programmatic display, allowing marketers to run campaigns to their target buyers, where they spend time. The platform automatically enriches new leads with up to 20 business attributes from multiple data sources, instead of less accurate data from cookies or IP addresses. Metadata’s proprietary contact database of over 1.5 billion profiles matches personal data to business data and enriches leads before they’re automatically entered into marketing automation and CRM platforms. The platform also allows campaign managers to preview individuals in the audience list to refine your lists down to the granular level to ensure budgets aren’t wasted on those who aren’t relevant to the campaign. On average, customers typically see match rates between 15-45% on Facebook and 60-75% on LinkedIn.



Each experiment produces meaningful insights that automatically optimize the campaign according to the client’s goals and budget parameters


M7: What are your go-to strategies and tactics that help drive revenue?
GA:
Companies face many challenges when trying to convert leads to revenue, such as ignoring valuable data. Either they don’t have the time to sift through it or they don’t have the right tools to make it easier to sift through. Metadata provides companies with marketing data that translates to a more targeted campaign. Data is also very telling about what campaigns and ads are more likely to convert your target audience. Without the right tools, companies don’t realize what campaigns have zero traction and what campaigns are attracting the most potential buyers, therefore, money is wasted on leads that won’t lead to revenue. Metadata’s audience targeting and campaign automation allow companies to save time by finding actual buyers and target accounts and then use the same tool to launch all paid campaigns at once.  With access to valuable data, marketers are focused on leads that are more likely to become buyers. They can also work on targeting their messaging towards these potential buyers. Metadata customers, on average, see positive ROI within seven months of implementation.


M7: Knowing what you know now, what advice would you give to your younger self?
GA:
Probably spend more time building the software. Maybe give delivery more time, building something small that was more of an MVP (Minimal Viable Product). In my mind, my MVP was more of a VP and not so minimal. It was more of a bunch of different tools put together. I think I would’ve focused on building something more holistic, but more minimized. It took us about a year to bridge that gap to what we have today. I also probably would have invested a little more in engineering and product earlier on. Today that’s our main focus. I’d recommend reaching out to all of your colleagues, former managers — those will be your first customers, advisors, investors and will give you friendly needed feedback. Finally — I think it’s critical you learn how to manage your own psychology. Starting a company can be a tough journey and you need to learn to forgive yourself, adapt quickly, and include others in your journey.

ABOUT METADATA

Metadata is an autonomous demand generation platform that automates the most critical but often tedious tasks in marketing to help companies efficiently scale their demand generation efforts. Through machine learning, a proprietary corporate-to-personal identity graph, and automatic optimization to revenue KPIs, Metadata’s platform generates demand from target accounts and converts them to customers much faster than legacy methods. Innovative B2B marketers at Zoom, G2, Okta, ThoughtSpot, and Workato rely on Metadata to create harmony between marketing and sales, lower costs and save time, and ensure marketing drives revenue. Drive outcomes today at https://metadata.io/.

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Business Wire | June 02, 2023

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Additionally, first-party behavioral analytics are now easily accessed through a dashboard that allows sales professionals and managers to focus their resources on the best opportunities, winning more deals faster. “Folloze and Outreach provide teams with the ability to uplevel sales and marketing activities in their own respective ways,” said David Brutman, Co-founder and Chief Product Officer at Folloze. “The integration addresses a critical gap as budgets are shrinking and organizations strive to garner better results with current or reduced investments. 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This provides the foundation for persistent profiling and ongoing experience continuity, enabling a stronger communication channel with less back and forth email messaging, which saves time and improves relationships. Campaign efforts result in actual pipeline creation, building a revenue engine like never before. “Outreach is committed to making it easier for our customers to create pipeline and close more deals. We seek partners who further this mission, and Folloze definitely fits our criteria,” added Phillip Friedman, Head of Partner and Ecosystem at Outreach. “This integration helps sales and marketing teams become both more strategic and personalized in their prospect interactions, making each sales rep’s touch that much more impactful.” The integrated solution makes that all-important first touch even more compelling for joint customers by allowing Outreach users to understand prospects’ behavior with Folloze’s first-party intent signals within the Outreach platform. This deep behavioral data allows sellers to focus on the most likely prospects and quickly respond to capture moments of interest with personalized content. These benefits lead to far more cohesive, efficient, and effective sales and marketing efforts. “We look to get the most out of every tech investment, so we talked with the teams at Folloze and Outreach to see if there was a possibility to streamline the information flow to sales reps while keeping content consistent. We also wanted our sales reps to be able to take advantage of unique behavioral insights within one view,” said Benjamin Smokovich, Global Director of Innovation and Tech at SAP. “Our partners at Folloze and Outreach instantly recognized how compelling such an integration would be, and what they developed has far exceeded our expectations. Our teams are already reaping the benefits.” Specific capabilities available through the integration include: Add a Folloze board to an Outreach email with just a few clicks: Sharing an entire personalized experience is the most strategic way to engage prospects and track buyer behavior. Add a direct link to Folloze content in an Outreach email: Taking it one step further, the integration makes it possible to share a killer piece of content within a Folloze board, incorporated into an Outreach email, to quickly grab a prospect’s attention. Personalized Folloze board experience: Through a completely automated process, each prospect receives a customized and highly relevant experience that drives accelerated engagement and generates intent insights. View account and contact engagement activity within Outreach: Thanks to a fully integrated Folloze dashboard, sales professionals and managers are able to get real-time, first-party intent data to prioritize efforts and understand what’s working. Identity matching capabilities provide behavioral data: More insights give sales and marketing the ability to identify and truly understand who their prospects are so they can serve them much more effectively and efficiently at scale. Upcoming Webinar On June 13th, Folloze will host a webinar with featured guests from Outreach and SAP who will discuss modern marketing and sales techniques that will help you deploy your people, technology, and processes that will result in more account engagement and higher sales velocity. Please visit https://engage.folloze.com/folloze-plus-outreach-webinar to register. 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Metadata

Metadata

Metadata is an autonomous demand generation platform that automates the most critical but often tedious tasks in marketing to help companies efficiently scale their demand generation efforts. Through machine learning, a proprietary corporate-to-personal identity graph, and automatic optimization to ...

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