Demand Gen U

Get ready as we take a trip down memory lane… 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 DGU0:00 – 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

We'd all love customers to have zero objections to buying from us, but overcoming sales objections is a key part of any sale. 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

The number one goal for demand gen marketers has always been generating pipeline and revenue. 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

Every B2B marketing team is currently asking themselves the same thing... how do you adjust your marketing plan according to what's going on in the world right now? 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

A laser-focused approach to audience targeting is a must in today's market. And with all the different tools out there that can collect data, we can really dig into the numbers to improve our targeting. 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

Unless you've been living under a rock, times are tough for B2B marketers.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 yearFind out: Why B2B companies need to adjust their messaging in a down economyWhen, where, and how to get started at your own companyHow 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

Every demand-gen marketer knows what it's like to get stuck on the MQL hamster wheel. You get into a cycle of churning out more leads and demos – while pipeline and revenue are left out of the party. 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 revenueHow we distinguished real from “fake” pipeline0:00 – 1:14 Intro1:14 – 2:49 Why data is always important to track2:49 – 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 like17:00 – 23:32 How Metadata moved from leads to MQLs to pipeline23:32 – 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 enough32:46 – 36:51 Advice for people making the jump from MQLs to pipeline and revenue 36:51 – 38:16 Outro

How do you get customers hooked on your product? Not just signing up, but hooked in a can't-imagine-life-without-it way. We can't all be Starbucks, after all. 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 PLG0:00 – 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

Are you standing out on LinkedIn for all the right reasons? Or is your page gathering dust and tumbleweeds? 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

Are you hitting the nail on the head when it comes to internal marketing?…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 importantHow to use “show and tell” to share what you're working onWhy repetition is key to getting your message across0:00 – 0:30 – Intro0:30 – 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 important10:05 – 14:47 – What our internal marketing looked like at the start14:47 – 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 marketing40:31 – 41:44 Outro

Budget cuts, layoffs and everything in between – it's tough to be a B2B marketer right now. 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

If you want to learn how to audit your ad accounts and make sure you're set up for success in 2023, then guess what? You're in the right place! 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

What does good demand gen look like in 2023?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 teamsThe ins-and-outs of conversion rate optimizationWhy we should run campaigns that target whole buying committees0:00 – 3:29 - Introduction (and Jason's hair is different AGAIN)3:23 – 7:25 - Doing more with less in 20237:25 – 8:52 - Can we forecast?8:52 – 15:55 - Conversion rate optimization 15:55 – 22:42 - The power of word-of-mouth22:42 – 26:57 - Complete visibility for buyers26:57 – 30:47 - Campaigns to target WHOLE buying committee30:27 – 37:22 - People buying from people37:22 – 45:20 - The return (and new face) of in-person events45:20 – 46:31 - Outro

As we wrap up our first year of Demand Gen U, we thought it would be fitting to look back at everything that's happened at Metadata over the past year.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 eventsWhy Metadata are stepping away from incentivized LinkedIn demosHow we dealt with 30%-35% marketing budget cuts0:00 – 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 page13:39 – 17:18 – Going bigger and better with Demand17:18 – 19:46 – That LinkedIn incentivized ad cliff19:46 – 25:08 – Why we U-turned on analysts25:08 – 30:08 – Creating a new category (we're not an ABM platform, guys)30:08 – 34:35 – Dealing with budget cuts34:35 – 39:43 – Planning for the ‘new normal'39:43 – 42:37 – Goodbye MDF numbers…42:37 – 44:12 – Outro

The disconnect between marketers and creative teams – it's a tale as old as time! 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

It's no secret…being a marketing leader can be hard. No matter what study you're looking at, it feels like the average job tenure for marketing leaders gets shorter and shorter by the month.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 leaderThe benefits of building strong relationships in marketing teamsHow to take feedback as a marketing leader0:00 – 1:00 – Introduction 1:00 – 2:25 – Cause for celebration!2:25 – 3:30 – Learning and growing as a marketing leader3:30 – 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 morale12:29 – 16:25 – Why is it so hard being a marketing leader?16:25 – 18:15 – Some dangers of closeness at work18:15 – 29:39 – Giving and receiving feedback29:39 – 35:39 – Importance of team morale35:39 – 41:08 – Looking after your team in your marketing plans 41:08 – 42:34 – Outro

No matter what industry you're in, one thing is certain. You have direct competitors. And with so many options on the market, it can be difficult for buyers to see if you're the option for them. 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

At Metadata, this year has gone super fast. It feels like just last week we were finalizing our planning for 2022. But now the focus is very much on 2023.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 frameworkWhy you should turn ideas into hypothesesHow to sell your ideas internally0:00 – 1:45 – Introduction1:45 – 2:50 – The anxieties of campaign planning2:50 – 4:44 – Why do marketers overcomplicate campaign planning?4:44 – 7:10 – Where to get started7:10 – 9:56 – How far to plan ahead9:56 – 13:40 – Taking ideas a step further13:40 – 21:44 – Taking a step back – first things to look at21:44 – 27:45 – Is there a need for campaign briefs?27:45 – 33:15 – Making a difference to the business33:15 – 38:26 – Working cross-functionally on plans38:26 – 44:21 – Getting leadership on board44:21 – 46:03 – Outro

Buying B2B software can be such a pain. Many companies require you to book a demo and speak to multiple people, only to be asked the same questions you've already answered!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 experiencesHow sellers can adapt to the new buyerWhat the modern buyer really wants00:34 Introducing Sam and TestBox05:06 Gated versus Ungated Content09:34 How product knowledge and reviews have changed the sales process10:51 Adapting to educated buyers13:15 How to start ungating your content15:20 Making the case for ungating your product internally18:40 Showing off value to your buyers21:25 Companies that really know their activation metrics23:36 Buying fatigue for RevOps and MarTech products26:04 Consumer expectations when buying software have changed30:09 Why you should get your product team involved31:10 Outro

It's that time of year again! Time to put a finger in the air and make an educated guess at what you need to do across the next 12 months to drive your business forward. 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

So much of sales is about solving existing problems. But category creation is about something new entirely. 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 isWhen category creation is necessaryThe different phases of category creation0:00 – 4:24 Introduction4:24 – 8:54 How to define category creation8:54 – 15:05 Signs that a company should create a category15:05 – 16:50 The different phases of category creation16:50 – 22:11 Working to a playbook and why analysts are so important22:11 – 27:30 How you can remain the leader after category creation27:30 – 33:11 Potential costs associated with category creation33:11 – 34:18 Outro

How do you make the leap from lead gen to demand gen?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 teamHow Chili Piper learned to “crawl, walk, and run”The impact of switching to a demand gen focus0:00 – 1:33 Intro1:33 – 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 gen6:54 – 11:14 The best way to “sell” demand gen to leadership11:14 – 13:14 How to “crawl, walk, and run” with a new marketing tactic13:14 – 14:46 How the Chili Piper team advanced from the “crawl” stage14:46 – 18:20 How to think about measurement and metrics18:20 – 20:01 Top lessons learned when shifting to demand gen20:01 – 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 gen23:42 – 24:57 Outro

Have you been toying with the idea of building a B2B community? 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

If you're in B2B marketing or you've simply opened LinkedIn recently, it's no secret that category creation is all the rage. 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

Whether it's down to the pandemic or what's happening in the world right now, buying Martech has changed.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 changedWhy brands should have strong relationships with their salespeopleHow to create better interactions with prospects0:00 – 0:31 – Introduction 0:31 – 2:26 – Introducing Kevin Young2:26 – 4:03 – How G2 found out about Metadata4:03 – 8:34 – Selling intent data at G28:34 – 9:32 – Why 90% of sales is luck and timing9:32 – 18:01 – Selling during COVID18:01 – 22:32 – Getting to the bottom of problems22:32 – 28:39 – Are marketers becoming more transparent about their problems?28:39 – 33:45 – How financial crises impact selling33:45 – 37:34 – What do educator buyers tell us?37:34 – 38:47 – Outro

Many companies are pulling back spend right now…specifically for sales and marketing.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 cutsSilvio's top tips for preventing cuts in the first placeWhy spend reductions do and don't make senseFor more expert tips on maximizing your advertising budget, check out the full episode.0:00 – 0:40 – Introduction0:40 – 2:22 – Jason loves efficiency2:22 – 5:28 – Reasons why companies cut sales & marketing budgets5:28 – 9:24 – Can you prevent your budget from being cut?9:24 – 15:01 – Maximizing your ad spend15:01 – 21:12 – Top strategies to optimize ad spend21:12 – 24:20 – Why you should optimize your landing page24:20 – 27:21 – Understanding your impact to revenue pipeline27:21 – 30:00 – Measuring efficiency30:00 – 32:03 – Look for ad ‘hidden gems'32:03 – 34:21 – Short-term vs. long-term34:21 – 35:36 – Leaning into what's working35:36 – 37:57 – Changing your whole strategy37:57 – 39:19 – Outro

Analyst relations…a useful path to establishing your reputation, or an outdated, overpriced avenue not worth exploring? 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

When starting a new marketing leadership role, it's not always clear what you should focus on in those first 90 days. 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

Messaging is the string that ties marketing and sales together. It's a crucial part of how brands come across to their audiences. 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

Is traditional B2B marketing dead? With every brand out there reading from the same playbook, it's harder than ever to stand out and grab your audience's attention. So, what can marketers do instead? 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

Zero-click content is a big jump from what many content marketers are comfortable with. Not only because it's so different, but because it's hard to measure. 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

What's really happening in the B2B marketing world right now? 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

As influencer marketing becomes an increasingly important part of B2B marketing, marketers are learning it can be a tough nut to crack. 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

Working within marketing at big enterprises vs. high-growth startups is a totally different story. 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

We all know about using LinkedIn as a promotional platform. But there are a ton of benefits to sharing original content too. 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

Starting a podcast can work wonders for your marketing endeavors…and your company as a whole. However, it's important to get things right. 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

There are tons of reasons why starting a podcast can do wonders for your marketing endeavors…and your company as a whole. But as it is with literally anything worth doing, if you don't do it right, it won't give you the desired results. 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

Like in any industry, the world of B2B marketing is swarming with opinions. We've all heard a thousand things we must do and probably a million things we mustn't. 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

Do you want to peer into the minds of your target audience? Then a customer advisory board (CAB) is the way to go. CABs are practically cheat codes for B2B marketers. At Metadata, we run everything from website updates to campaigns past our CAB to get their take before acting. Needless to say, the results speak volumes. 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

Data is such an effective way to figure out where you're at as a business. It lets you decipher what's working and what's not, and creating benchmark reports can open your eyes to the areas you can improve on. 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

What are the key differences between capturing and creating demand? Well, both require different processes, but each play a vital role in your content marketing strategy. 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

There's no doubt about it. LinkedIn is essential in the B2B marketing world, and yet so many brands don't know where to start. Many are stuck following the old-school method of prioritizing promotion over engagement (something Metadata was guilty of in the early days.) 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

A marketer's job is never done. 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

Hiring a demand gen manager in 2022 isn't the most straightforward process. On the one hand, you've got people who can talk a big game and sound knowledgeable enough to breeze through every interview stage. But can they demonstrate a deep understanding of what it takes to be a demand gen manager in 2022? 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

Is PR dead? Not exactly, but it's safe to say that traditional PR has gone the way of the dinosaurs. 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

One of the hardest tasks B2B marketers face these days is finding benchmark data for their ad campaigns. It's either the data simply doesn't exist, or it's incredibly difficult to pinpoint any discernible context. 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

Love them or hate them, Display Ads are not going away anytime soon. So, with the phrase ‘if you can't beat them, join them' in mind, it's time to dig into what Display really is and how it's different from Programmatic Display. 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

What is your company's strategic narrative? Don't have one yet? It's time to start thinking about the story your company tells. 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

Experimentation isn't everyone's idea of a party, but it's a necessary part of the marketing process. 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/ (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

There are so many relationships you'll need to build as a marketing leader. But the most important one by far is the relationship between you and your CEO.  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

Hiring is anything but a simple process. It's a delicate balance of finding the right candidates, trawling through resumes, and marketing your brand to attract the best talent. 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