B2B CMOs can automatically run thousands of campaigns — and crush demand gen numbers — without human interference
Metadata.io, announced new breakthroughs in Account-based Advertising that automatically operate and optimize digital advertising for B2B marketers. The company also announced additional growth capital from Acorn Capital Partners, Hillsven, Partech, angel investors and an accredited-investors only crowdfunding campaign. New capabilities include automatic Salesforce Pipeline Attribution, Instagram and LinkedIn Video Ad Operations, Human Verified Enrichment and Contextual Analytics. The platform also connects with more automated marketing platforms through a Zapier Connector and expanded Metadata Open APIs.
Launched in 2017, Metadata’s latest capital raise brings its total funding to $4.7 million, with seed funding led by Hillsven Capital, and participating VC firms Greycroft, 500 Startups, Ride Capital Partners and other angel investors. Company customers include Nutanix, Amdocs, SugarCRM, Hitachi and Ping Identity. Metadata represents a new class of automatic marketing operations software for Account-based Advertising.
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“Using Metadata’s Account-Based Advertising solution we were able to automatically run over 10,000 ad combinations in 2018, optimize our campaigns performance and improve our ROAS,” said Gleb Brichko, VP Demand and Growth at Nutanix.
“Metadata helps B2B marketers reach ROI and sales lead goals by automatically executing many of the complex and time-consuming tasks required to gain optimal value from both digital advertising channels and automated marketing tools,” said Gil Allouche, CEO of Metadata. “Our mission is to use AI and machine learning to make Account-based Advertising fully automatic, and I am grateful to our customers, investors, employees and partners for adopting this new technology and contributing to our continued success.”
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Metadata’s latest platform features include:
Salesforce Pipeline Attribution
Metadata now pulls Salesforce data into its new pipeline attribution engine based on opportunities influenced or directly generated by digital advertising. It automatically calculates the exact value of Account-based Advertising campaigns, as well as cost-per-lead, making it easy for marketers to attribute the exact ROIÂ and show impact for advertising.
Custom Audiences from Marketo, Salesforce and HubSpot
In addition to targeting net-new accounts, marketing teams can now identify and engage existing accounts (i.e. sales acceleration campaign). Metadata automatically identifies and engages existing contacts, then re-engages leads that may be stale or require additional activity.
Instagram Ads, LinkedIn Video Ads
Metadata now automatically runs ads on Instagram (as part of Facebook campaigns) and LinkedIn Video Ads, expanding account-based advertising reach capabilities.
AI-Context Activity Logs
Metadata takes the mystery out of AI with new AI-Context Activity Logs that provide easy-to-understand visibility into machine-learning optimization activities in real-time. Teams now have context into the “how” and “why” the Metadata AI engine manages operations and optimizes campaigns.
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Metadata Open APIs
Metadata Open API allows clients to download, act on and integrate every converted lead from applications outside of HubSpot, Marketo or Salesforce. This allows all converted leads from Metadata, regardless of source, to be integrated into a company’s primary contact/lead database.
Multivariate Experimentation Analytics
Metadata’s new multivariate experimentation analytics allow customers to see exactly how AI is optimizing campaigns and what experiments are taking place. This provides teams with better understanding, in real-time, of what is working and what is not working when conducting multivariate experiments in the hundreds or thousands.
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Human Verified Enrichment
Every lead that opts-in through a Metadata campaign is automatically enriched under human supervision to ensure high-quality data coming in through the CRM.
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