What is Metadata’s value proposition?

“With Metadata, one marketer can run thousands of campaigns in a matter of hours while testing the entire mix of content (e.g., whitepaper, eBooks), creatives, ad copy, and different channel and campaign types. Without Metadata, this process could take months, followed by the even more time-consuming optimization process.”

So, for sure, at Metadata, they practice what they preach because Logan Neveau, Director of Growth, is steering the marketing helm using a smart blend of tools and, most importantly, by bridging the gap between marketing and the sales team. A little trend we’re noticing—let’s call it the mar-sales approach.

“Leadfeeder helps us to serve ads to targeted companies, making our ABM [account-based marketing] process smoother and more time-efficient,” explains Neveau in a series of interviews with our customer success team.

What is Metadata’s mission?

Metadata’s mission is to “dramatically cut manual labor, improve ad spend efficacy, and automatically eliminate non-performing ad combinations, while funneling more ad spend to placement combinations that generate the most sales pipeline and target account penetration.”

But internally, this ABM ROI case study starts with Metadata’s mission to increase ROI using Leadfeeder on 30% of its customer accounts for tracking, upselling, and management. Combining Leadfeeder with HubSpot Marketing, Salesforce, and Outreach.io, Metadata has crafted one of those simplified, agile account based marketing examples that any growth marketer can mimic and benefit from.

ABM case study: how Metadata powers its ABM strategy with Leadfeeder

For Metadata, Leadfeeder takes a few crucial, time-saving steps out of the equation. On a small scale, they no longer need to constantly adjust and closely manage their Google Analytics campaigns for their ad traffic. Neveau set up custom feeds in Leadfeeder with appropriate filters to track the targeted companies on their websites, giving him a quick glance update whenever he logs in.

“The big value with Leadfeeder, is understanding which targeted accounts have come to our website and what pages they’ve looked at before we’ve even begun an engagement with them,” Neveau notes. “So let’s say I noticed a particular account was on our website, and they were looking at our pricing page and some deep-funnel content, and we’re not actively engaged in a sales conversation with them—we get one started as soon as possible.”

Food for Thought…

One of the most popular questions we get from sales teams using Leadfeeder for prospecting is: ‘How do I email people and not seem creepy?’

Metadata’s approach: account based marketing campaign examples

“We’ve A/B tested the two different approaches, and I really haven’t seen a staggering difference between ‘Hey, I saw you were interested in XYZ, or you’re looking at tools, and maybe I can help further,’ versus, ‘Hey, I saw you were on our website looking at these specific domains.’ There’s not a big difference in response rates between the two. So, the bump is a soft metric because we can personalize the approach based on network connections (see use case for email alerts above). But for those accounts that we don’t have a personal connection to, our lead-to-opportunity conversion rate is 1.55X higher than our average.”

Neveau describes the sales team as small but efficient. The sales setup consists of email notifications from Leadfeeder to the sales team member, manual outreach, and intent-focused communications. No regions assigned or round-robin, yet. The sales team prefers twice-daily email alerts for their workflow.

“We work out of leads and opportunities. So getting notifications that an account is interested is a little bit against our workflow, and it’s just our processes. I could totally set up the notifications, but I’m not sure the account ownership is 100% correct. Whereas, with Leadfeeder and Salesforce working together, I know what the lead and the opportunity ownership is.”

Logan describes sales as a “team sport,” and Leadfeeder’s daily email also gives Metadata’s sales team the visibility it needs to close deals as a unit.

For example, use case… “We send the email alert to the entire sales, marketing and senior leadership team. If someone sees a logo they have a connection with, we have a better chance of securing a meeting and winning the deal. That wouldn’t be possible without Leadfeeder’s early warning,” Logan explains.

In the future, as Metadata scales and its sales team grows, it will begin to implement an advanced account-based marketing and sales program using Leadfeeder’s Imported List feature. Targeting companies becomes a snap: users can now upload CSV files directly into Leadfeeder and begin tracking the leads they want, and nothing more.