Metadata provides a B2B marketing operating system that automates demand generation and account-based marketing for mid-market and enterprise companies.
Metadata provides a B2B marketing operating system that automates demand generation and account-based marketing for mid-market and enterprise companies.
Metadata is a leading provider of marketing operating systems designed specifically for B2B demand generation and performance marketing teams. Founded in 2015 and headquartered in San Francisco, the company was built to solve the inherent fragmentation and manual effort required to run effective account-based marketing (ABM) and paid media campaigns.
Metadata’s platform acts as an orchestration layer that sits between a company's data sources (such as G2, Intent data, and CRM) and their execution channels (social and search platforms). The core value proposition is the elimination of manual, repetitive tasks associated with campaign management, audience building, and lead processing. By automating these workflows, Metadata enables marketing teams to scale their operations without increasing headcount.
The company primarily serves B2B organizations ranging from high-growth startups to large enterprises. Their typical customer is a marketing team that is already investing in paid media but struggling to prove ROI or scale their efforts due to the technical complexities of cross-channel execution. Over the years, Metadata has established a significant market presence, recognized for its ability to drive measurable pipeline growth and bridge the gap between marketing activities and sales outcomes. Their ecosystem integrations are extensive, connecting seamlessly with major CRM systems like Salesforce and HubSpot, and intent data providers like 6sense and Bombora.
Company Differentiation
Metadata distinguishes itself through a "results-as-a-service" philosophy that moves beyond the traditional SaaS model of providing tools to providing outcomes. Their company culture is rooted in radical transparency and a "no-fluff" approach to marketing technology, which is reflected in their business model: they prioritize the automation of repetitive tasks so that lean marketing teams can operate with the power of a much larger department.
What truly sets Metadata apart as an organization is their commitment to the "technical marketer." They recognize that the modern B2B marketer is often overwhelmed by data silos and manual execution. By positioning themselves as an operating system rather than a point solution, they build deep, consultative relationships with their customers. Their customer success framework is not just about platform training, but about strategic experimentation, helping users develop a "test and learn" framework that evolves their entire demand generation strategy. This commitment to shifting the marketer's role from "tactical executor" to "strategic architect" is the core of their organizational identity.
The Metadata Platform: The core SaaS offering that includes the Experimentation Engine, Audience Builder, and Revenue Attribution.
Managed Services: An "agency-style" offering where Metadata's internal experts manage the platform and campaign strategy on behalf of the client.
Data Credits: Packages for accessing and exporting contact and firmographic data from Metadata's proprietary database for use in sales and marketing outreach.
Integration Ecosystem: Pre-built connectors for the major B2B marketing and sales tech stacks, included in the platform subscription.
Product Differentiation
The primary differentiator of the Metadata platform is its "Autonomous Demand Generation" capability. Unlike standard marketing automation or ABM tools that require manual campaign setup for every channel, Metadata uses AI to automate the technical execution of campaigns across LinkedIn, Facebook, Instagram, and Google.
Key technical advantages include:
- Patented Lead-to-Account Matching: Metadata utilizes a proprietary identity graph to bridge the gap between personal social profiles and professional business identities, ensuring ads reach the specific individuals within target accounts with high precision.
- Automated Multivariate Testing: The platform can automatically generate and test hundreds of campaign permutations (varying creative, copy, and audiences) simultaneously, a feat that would be humanly impossible to manage manually.
- Closed-Loop Attribution: By integrating directly with the CRM (Salesforce/HubSpot), Metadata optimizes campaigns based on pipeline and revenue rather than vanity metrics like clicks or impressions.
- Audience Orchestration: It allows marketers to build complex, multi-touch audiences once and sync them across all execution channels, ensuring a consistent message throughout the buyer journey.
By removing the "manual labor" of digital advertising, the product allows marketers to focus entirely on strategy and creative, while the platform handles the bidding, budget shifts, and audience refreshes based on real-time performance data.
Media
Metadata Software Details
Metadata: Automate B2B Demand Gen and Paid Social Performance
