What the heck, it's already almost 2023? Time flies when you're building a B2B marketing operating system.
Ahead of the new year, let's take a minute to reflect on all the cool new features and enhancements at your fingertips.
| FIRST, I want to thank two groups of people: 1) everyone on the Metadata product and engineering team—we *literally* couldn’t have released this many awesome features and enhancements without you! 2) You, the Metadata customers. Without your feature requests, insights, wins, issues, and so on, we wouldn't be able to push the platform in new, innovative ways. To me, you ARE perfect. |
Second, I want to pour myself a nice tall glass of kombucha brewed by Mark Huber* and reflect on the why behind the features of 2022:
A theme we've been working on all year is continuing our streak of building small tweaks and updates to improve platform experience and ease of use across our core areas:
- Audience targeting
- Campaign experimentation
- Campaign automation
- Lead enrichment
- Revenue optimization
- Web personalization
We focus on the MoM improvements to help you say goodbye to low-value tasks and get back to work that matters most while generating pipeline, revenue, and respect for marketing.
ANYWAY, we went "family who goes full turkey trot on thanksgiving" into the release last month. This month, in the spirit of 2023, let’s countdown:
*kidding about Mark. He's making hair products, but kombucha brewing would be peak B2B marketer, am I right?
Audience Targeting
You don't have to be on the nice list to use Metadata to match business profiles to personal emails so you can reach your best-fit audiences across Facebook, Google Ads, LinkedIn, and display.
Here are some of the top releases when it comes to audience targeting:
Qualified Signals Audiences
Is Qualified the Rudolph to our Hermey? You bet they are (I mean, Rudolph's nose is a signal).
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If you’re mutuals with us and them, have Qualified installed on your website, and have a Salesforce integration, we can now activate that first-party website intent data from Qualified Signals for campaign experimentation via our integration with Salesforce. |
A true integration dream team. And, we’ll keep the intent data fresh by refreshing it daily.
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You can use any Qualified Signals data points from Salesforce to filter for specific intent. This audience uses MetaMatch to enhance the targeting on supported social channels (Facebook and LinkedIn) and display. |
Not sure where to start? Check out this playbook that will teach you how to accelerate your sales cycles from ad clicks to conversations to close with Qualified and Metadata. Plus you know it's good when the author is Nick Duke, Sr. Director, Digital Marketing at Qualified.
E-Commerce Audiences
Customers asked, and we listened.
E-commerce audiences are a brand new audience for targeting. E-commerce audiences are available for Display, Facebook, and LinkedIn.
You can now create audiences with contacts from e-Commerce companies based on:
- e-Commerce Category
- Company Revenue
- Employees
- Web Traffic Rank
- Technologies
- Store Platform
For more information on e-commerce audiences, check out these help articles.
Dynamic Audience Updates
- You can use dynamic audiences across Metadata channels - Facebook, Google Ads, LinkedIn, Display, and Instagram.
- Why this is awesome: Automatic updates to key campaign lists.
Campaign Experimentation and Automation
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Like snow and a day off of school, some things are just better together. That's why I'm going to share all the cool new items that went live for campaign experimentation and automation. In Metadata, campaign automation means you're using the same tool to launch your campaigns, saving serious time and forgetting about having to manually build (and rebuild) new campaigns in each ad channel. And experimentation is the elves in the background that let you launch thousands of campaign experiments at scale. |
New Channels: Google Ads and Display
That's right, 2022 saw two channels hit the Metadata platform: Google Ads and Display.
Why is this awesome? You can use our campaign builder to launch Google Ads and Display plus Facebook, Instagram, and LinkedIn campaigns from the same screen.
For Google Ads x Metadata, you can automate 1:1:1 setup (one keyword, one ad, one landing page) at the keyword level so you can run hyper-targeted campaigns in your sleep.
And with Metadata x Display, you can personalize display ads for target accounts to drive better 1:1, 1:few, and 1:many ad results. Plus, new in H2, Metadata supports HTML5 ads - you can upload HTML files into the library and use them as ads on Display campaigns.
Learn more about these channels here and here.
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Like John McClane once said in the CHRISTMAS movie Die Hard, "Welcome to the party, pal(s)." And, no, I will not be debating if Die Hard is a holiday movie. Facts are facts. |
Bulk Text Upload
Why is having something like bulk text upload awesome? Well, it makes life so much easier and helps you increase the speed to launch.
With this feature, you'll be able to upload text into Metadata’s Library for the four most used fields:
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- Headline, Text, Description, and Display URL
Plus, you can create Draft Ads with the uploaded text automatically.
Playbooks
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With the launch of playbooks, I truly know how Ralphie's "Old Man" felt in A Christmas Story waiting for his leg lamp. The first set of eight came forth in unparalleled glory to the Metadata platform. |
Playbooks are fresh out of the heads of some of the brightest Metadata folks and customers.
Think of them as a checklist of objectives, how-to details, and specific procedures you can follow to run legit, high-performing campaigns.
Get started with playbooks by checking this help article or heading to the platform.
Want to work with Metadata on building out a playbook? Contact Silvio at silvio.perez@metadata.io.
(ps - fun trivia fact for A Christmas Story - Ralphie's parents' names are never mentioned in the movie. They're referred to as "old man" and "mother." Ok, now crush your office party holiday trivia.)
Marketo Audience
- Now Marketo users can create Dynamic/Static audiences in the platform based on Static Marketo Lists.
- Why this is awesome: better usability within the platform for Marketo users.
LinkedIn Update: Edit Ad Text
- Why this is awesome: Make a mistake? You can go back and edit the ad text for LinkedIn.
Social Channels: Lookalike Audiences
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Why this is awesome: can now pull existing Lookalike audiences from Facebook and LinkedIn.
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This functionality is available under existing retargeting audience snippets.
Reporting and Revenue Optimization
| ⬅️ How most B2B marketing metrics feel when scattered across spreadsheets, platforms, slide decks, CRMs, etc., and the marketer doesn't know the who, what, when, where, or why of it all. Luckily, Metadata helps you stitch data together to get a clear picture. Here are the updates that are most impact from 2022 for reporting and revenue optimization: |
The Mutual Success Plan
Why this is awesome: Track your KPIs and watch Metadata prove valuable.
Plus, it's simple to use - enter your desired goals, and define your main KPIs while tracking real-time success in-platform using the Mutual Success Plan, located in the Client Portal.
Sales Alerts
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⬅️ Sales alerts waiting to be activated. Sales alerts get your key teams aligned. As accounts engage with marketing and convert, your AEs will get an alert to follow up. |
Once the account converts, Metadata will find the matching account in Salesforce and notify the account owner. Sales alerts will be sent within 24 hours.
Reporting Update: SFDC
With this release, you can sync custom KPIs from Salesforce, getting a fuller picture of funnel performance.
Email Daily Digest
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These digests give visibility to stay on top of budgets and pacing. With this digest, you’ll get a clear snapshot of what’s going on so that you can immediately fix paused campaigns or adjust the budget.
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GA4 Metrics: Conversion Events
Why this is awesome: You can use conversion events generated by experiments to have deeper insights into the performance and make adjustments.
Hubspot CRM Integration
Why this is awesome: Pipeline and Revenue attribution capabilities are available for Hubspot and Salesforce users.
Custom MQL Optimization
Why this is awesome: Metadata allows the flexibility to choose your optimization setting between LEADS or MQLs. Based on this configuration, the AI will optimize toward the KPI of your choice.
Auto-Optimization
Why this is awesome: You can run auto-optimization to pipeline triggered and influenced opps.
Website Personalization
Now, YOU (yes, you) can give your website visitors an end-to-end personalized experience and optimize every stage of the buyer journey – from clicking on the ad to visiting the website to buying and using the product.
| Before web personalization: | After web personalization: |
Learn more about web personalization here, here, or here.
Customer Experience
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No need to go full Jack Skellington in Christmas Town when you use the Metadata Platform. Our customer experience updates make it easier for you to learn about the platform and find things throughout. |
Tags
Why this is awesome: it’s a new level of organization and clarity to support your team moving fast.
You can manually add tags by campaign or bulk per group selected campaigns. Filter by tags in the following multivariate reports: by Audiences, by Ads, by Offers, and by Creatives. Learn more here.
UX Updates: Dashboard Widgets & New Menu Icons
We've done a bit of an overhaul on some of the key features including:
- Menu Icons
- We've removed the expanded view of our left-side menu.
- Goals Widget on the Dashboard
- Marketers are goal-getters, so the goals widget had to come onto Metadata's dashboard. Stay up-to-date on the progress toward reaching your key business objectives.
- Spend Widget on the Dashboard
- With the new spend widget, you can easily understand how spend is distributed across the channels.
Training Videos
Why this is awesome: These training videos are an excellent way to learn more about the platform from 101 to 401. We’ve got you covered. Training videos are located on the Playbooks tab.
Contextual Help
Why this is awesome: You'll notice "?" icons across the platform that will give more insight into the feature and have a helpful video to walk you through best practices and how-tos.
Metadata Quickstart
Why this is awesome: It’s a quick fundamentals course located in the announcements section of the platform.
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1) Did not realize how low-key terrifying the fireworks are during NYE's ball drop. 2) this is the final countdown, only one more update area to get into. |
How to get involved with Metadata
Want to do more in 2023 with Metadata? Check out these opportunities.
Metatesters
- Designed for daily practitioners and users
- More frequent discussions to get real-time feedback
- Opportunities to join beta testing groups of new features and functionality
- Ability to be nominated as a customer champion
To join, visit: metadata.io/cab
Metadata CAB
- Designed for Exec Leadership (CMO, VP’s, Head and Director titles)
- Tailored to the topics you’re most interested in
- Once a quarter and only committing to 2 quarters
- Two opportunities for your meeting based on time zone
To join, visit: metadata.io/cab
The DEMAND Community
- The only community for demand gen marketers, built by demand gen marketers.
- Who’s invited? Marketing leaders who have been there and done that before. Up-and-coming marketers who will become future CMOs. And good humans who want to help each other get better and pay it forward.
To join visit: demand.community
Playbooks
- Ready to write the next great playbook with Metadata? Contact Silvio Perez at silvio.perez@metadata.io.
That's a wrap!
Thank you for an awesome 2022, and see you in 2023 🎉
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