Metadata is the first marketing operating system for B2B. Through AI and automation, B2B marketers use Metadata to automate technical and repetitive tasks so they can spend more time on the work that matters most: strategy, creativity, and driving more revenue. From building target audiences to executing campaign experiments to automatically optimizing campaigns to revenue – Metadata automates all of this.
Metadata understands the importance of identifying valuable visitors, instantly starting sales conversations, and shaping sales and marketing campaigns. They leveraged the Qualified Pipeline Cloud to the fullest extent, including Qualified Conversations, Qualified Signals, Qualified for Outreach, and Qualified for Advertising, to arm sales reps with actionable data and maximize their sales and marketing efforts. In doing so, Metadata was able to drive pipeline and ROI.
Knowing their website is their number one converting channel for pipeline generation, Mark Huber, Head of Brand and Product Marketing, and his team rely on tactical, ungated content to attract roughly 35,000 monthly website visitors. Once visitors landed on their site, Metadata wanted to provide an intuitive user experience and navigation. They also needed a way to accurately identify and route qualified buyers to their dedicated account owners for real-time conversations. Unfortunately, Metadata’s previous solution, Drift, wasn’t able to distinguish visitors or route them to their assigned sales development representative (SDR).
“The chat experience wasn’t great. We asked the same qualifying questions every time, no matter what we knew about the people coming to our website. If a tier A account is on your website and you ask them the same qualifying questions as a tier C account, you aren’t fast tracking your best fit accounts like you should. If I were in their shoes, I wouldn't fill out the chat bot either,” said Mark.
Drift is a bot-centric tool which requires a visitor to engage before the bot routes the visitor to an SDR. Metadata quickly learned visitors were not clicking on call-to-actions (CTAs) as frequently as they expected so the manual experiences they built weren't surfacing enough. As a result, their website wasn’t generating as many demos as they would have liked and their SDRs weren't getting enough at-bats. Drift chat’s dropoff rate was 70% and the success rate of reps engaging in actual conversations was low.
Metadata turned to Qualified and the Pipeline Cloud: a set of technologies and processes that help B2B companies generate pipeline quicker. The Pipeline Cloud helps companies identify their most valuable visitors, instantly start sales conversations, shape sales and marketing campaigns, and uncover signals of buying intent.
From kickoff to go-live, Qualified provided Metadata with a dedicated Salesforce-certified implementation consultant, Camille, and together they developed the following strategy:
Metadata uses Conversations to bring their website traffic into a single, orderly view so SDRs can monitor their most important buyers. When visitors arrive on the site, Qualified leverages every known data point to categorize them into buyer segments, including book a demo, existing customers, Outreach sequence, open opportunities, and ABM tiers. With Qualified’s Salesforce integration, visitors are automatically routed to their assigned reps as soon as they land on the website.
Signals helps Metadata’s account executives (AEs) monitor website behavior and categorize accounts by trend, including cooling, heating, or surging, to help reps understand buying intent fluctuations over time. Behind the scenes, Signals AI Predictive Model analyzes hundreds of thousands of data points from Metadata’s website and buying signals across third-party websites to identify high-intent accounts. Signals then aggregates the data into a single account view with an activity timeline so AEs are able to focus their efforts.
Once Signals helps BDRs and AEs identify high-intent accounts and the topics they’re most interested in, these teams take advantage of Qualified for Outreach to send personalized emails referencing accounts’ website engagement and third-party research behavior. With this integration, reps can prioritize their outbound efforts and instantly greet buyers from an Outreach sequence when they click on an email link and arrive on the Metadata website, delivering a seamless buying experience across channels.
Qualified for Advertising allows Mark’s team to target high-intent buyers with personalized ads that drive them to Metadata’s website. They’re able to optimize their paid ad campaign ROI by targeting accounts that are already expressing purchase intent, tailoring advertisements, and customizing target accounts’ experiences on their site. Metadata does this by building segments in Qualified and serving advertisements through their own platform. Once a VIP buyer arrives, an SDR can then start a contextual conversation, maximizing ad spend and pipeline.
SDRs are notified the moment a VIP buyer clicks through an ad, arrives on their website and are able to have personalized conversations that are both relevant and contextual to the ad.
Since going live five months ago, Metadata has generated $3.5M in pipeline and achieved 927% ROI. When compared to Drift, across a three-month period the Pipeline Cloud drove $1M dollars more in pipeline generated and over $100K more in revenue generated. Metadata has also seen exceptional success across the following KPIs:
That’s possible because Qualified enables the SDR team to quickly and efficiently recognize visitors who are on the website and personalize their interactions accordingly.
When asked what roadmap item Mark is most excited about, he shared they're working on personalizing paid ads in Metadata with personalized Qualified Experiences using Signals intent data. "I feel like everybody talks about this, but very few marketers can execute that level of targeting and personalization.”
If you’d like to learn more about how Qualified can drive more pipeline, revenue and ROI for your business, feel free to chat with us anytime.
With advanced routing and omnichannel alerts, you can prompt your sales reps to take immediate action with their named accounts.
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