Typically new advertising platforms pose irritating constraints. However for those who’re something like Metadata, you’ll resourcefully work round these challenges to perform your targets.

Metadata is a requirement technology platform that launches paid marketing campaign experiments and self-optimizes them to income. The platform makes use of AI and machine studying to automate the time-consuming components of campaigns so entrepreneurs can forego mundane duties and concentrate on concentrating on and technique. 

Like different revolutionary manufacturers, Metadata shouldn’t be afraid to strive their hand at new advertising and promoting methods. In actual fact, the corporate was an early adopter of LinkedIn Dialog Advertisements, successfully leveraging the platform to attach with potential prospects. 

However regardless of early success, Metadata’s campaigns quickly hit a wall because of the new advert platform’s limitations. 

Metadata shortly pivoted to concentrate on constructing higher audiences and enhancing paid campaigns. Moderately than place excessive bets on stale audiences, the corporate got down to discover dependable methods to establish in-market consumers, decrease marketing campaign prices, and enhance total advert efficiency.

The key to optimizing advert efficiency

Final yr, the Metadata advertising staff started utilizing LinkedIn Dialog Advertisements to generate certified demo requests for its gross sales staff. The brand new technique was an immediate hit, producing over 2,000 demo requests and driving 5 occasions the ROI over the course of a yr. 

Sadly, Metadata was unable to additional enhance and optimize these campaigns with out innovating. 


Metadata wished to optimize LinkedIn Dialog Advertisements with two targets in thoughts:

  • Lower value per lead (CPL) and cease placing funds behind exhausted audiences
  • Enhance conversion charges by discovering new audiences with shopping for intent

Jason Widup, Vice President of Advertising and marketing at Metadata, displays on these challenges: “If you enter a brand new market, it’s a must to experiment, optimize, and continuously be taking a look at knowledge suggestions.” 

Widup continues, “However as a result of it’s a brand new advert format, LinkedIn Dialog Advertisements don’t have many benchmarks or historic knowledge to optimize in opposition to.” 

Metadata used chilly audiences in LinkedIn based mostly on demographic and firmographic knowledge. The problem was, that knowledge lacked extra granular info exterior of high-level job title, trade, and market segments. 

With out deeper insights from technographic knowledge, Metadata had no indication that their audience was truly in-market to purchase.

When Metadata began working LinkedIn Dialog Advertisements, they spent between $80 and $90 per lead. After a yr of working campaigns and exhausting viewers segments, the corporate’s CPL grew as excessive as $200.  

To lower out-of-range CPLs and enhance conversions, Metadata determined to maneuver on from chilly audiences and incorporate intent knowledge to focus on in-market consumers.

Integrating G2 Purchaser Intent with Metadata’s demand gen platform

Metadata knew they wished a vendor that didn’t solely depend on IP lookup, a typical method intent suppliers observe firms’ analysis exercise on-line. As an alternative, Metadata wanted deeper insights into their audience’s habits and shopping for intent.

That’s the place G2 is available in. Metadata already knew G2 as a trusted supply for B2B software program analysis and evaluations that might additionally ship particular intent knowledge on potential in-market consumers. 

G2’s first-party intent knowledge provides Metadata entry to firms that checked out Metadata’s G2 profile page, a competitor’s web page, or the varied software program class pages Metadata is listed on.

Nonetheless, merely having account-level intent alerts doesn’t all the time translate to getting in entrance of the correct folks. 

Metadata makes use of its personal platform to construct audiences surfaced by G2 Purchaser Intent, after which layers on different attributes like job title, trade, and firm measurement. This permits them to activate G2 intent knowledge in real-time by routinely serving LinkedIn Dialog Advertisements the following day to in-market consumers.

“Intent is always changing. We need to know our intent data is fresh and automatically updated in our platform. And we can do that with G2.”

Jason Widup
VP of Advertising and marketing at Metadata

Because the intent knowledge modifications, Metadata’s demand technology platform routinely pauses campaigns, updates audiences with the most recent intent knowledge, then relaunches the campaigns.

Extra conversions. Increased deal sizes. Decrease CPL.

Metadata knew that incorporating intent knowledge into their technique would enhance their advert marketing campaign efficiency. To measure their outcomes, Widup appears to be like at how LinkedIn Dialog Advertisements knowledgeable by G2 Purchaser Intent evaluate to a management group that solely makes use of demographic knowledge like trade, firm measurement, and job title. 

And let’s simply say the numbers communicate for themselves. 

Advertisements with G2 Purchaser Intent had a mean CPL of $108.80, in comparison with the management group’s $186.94 CPL. This implies Metadata was capable of efficiently decrease their CPL by 42%.

Moreover, adverts utilizing G2 Purchaser Intent noticed a 12% enhance in conversion charges and had an 18% larger common deal measurement than the management group.  


enhance in conversion charges for adverts utilizing G2 Purchaser Intent


enhance in common deal measurement for adverts utilizing G2 Purchaser Intent


decrease CPL for adverts utilizing G2 Purchaser Intent

Whereas the management group maintained a stable 60% open charge and 6.4% click-to-open charge, the G2 intent knowledge adverts surpassed these numbers with a 69% open charge and 13.7% click-to-open charge. 

This interprets to a 15% larger open charge and 114% larger click-to-open charge for G2 Purchaser Intent adverts.


larger open charge for adverts utilizing G2 Purchaser Intent


larger click-to-open charge for adverts utilizing G2 Purchaser Intent

G2 Purchaser Intent considerably impacted Metadata’s LinkedIn Dialog Advertisements efficiency. Metadata can now confidently spend money on campaigns that concentrate on the correct viewers, promote pipeline, and drive extra income – and the truth that they’re now more cost effective is simply the cherry on prime. 

Promote extra, extra usually. Get began with probably the most highly effective intent knowledge in the marketplace: G2 Buyer Intent