### Contents - [**Articles**](#resources-articles) - [**Glossary Terms**](#resources-glossary_terms) - [**Discussions**](#resources-discussions) - [**Reports**](#resources-reports) # Account-Based Advertising Software Resources ##### Articles, Glossary Terms, Discussions, and Reports to expand your knowledge on Account-Based Advertising Software Resource pages are designed to give you a cross-section of information we have on specific categories. You'll find [articles](#resources-articles) from our experts, [feature definitions](#resources-glossary_terms), [discussions](#resources-discussions) from users like you, and [reports](#resources-reports) from industry data. [ContentsExpand/Collapse Contents](#) - [**Articles**](#resources-articles) - [**Glossary Terms**](#resources-glossary_terms) - [**Discussions**](#resources-discussions) - [**Reports**](#resources-reports) ## Account-Based Advertising Software Articles [![4 New Account-Based Marketing Software Categories on G2](https://sell.g2.com/hubfs/Monty%20SPO.png "4 New Account-Based Marketing Software Categories on G2")](https://www.g2.com/articles/account-based-marketing-software) [ ### 4 New Account-Based Marketing Software Categories on G2 ](https://www.g2.com/articles/account-based-marketing-software) If you had to guess how many years account-based marketing has been around, what would you say? Five? Ten? Fifteen? [ ![Emily Malis Greathouse](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Emily Malis Greathouse") EMG ](https://learn.g2.com/author/emily-malis) by Emily Malis Greathouse ## Account-Based Advertising Software Glossary Terms [![Account-based Advertising](https://learn.g2.com/hubfs/G2CM_GI484_Glossary_Article_Images-%5BAccount-based_Advertising%5D_V1b.png "Account-based Advertising")](https://www.g2.com/glossary/account-based-advertising-definition) [Account-based Advertising](https://www.g2.com/glossary/account-based-advertising-definition) Account-based advertising aims high-value accounts with personalized digital advertising campaigns. Learn how it persuades account-level decision makers. by Sudipto Paul [![Retargeting](https://learn.g2.com/hubfs/G2CM_GI032_Retargeting_V1a.png "Retargeting")](https://www.g2.com/glossary/retargeting-definition) [Retargeting](https://www.g2.com/glossary/retargeting-definition) Retargeting plays a vital role in online advertising by attracting and re-engaging bounced traffic. Learn more about retargeting, its benefits, and different retargeting strategies businesses can adopt for effective marketing. by Ninisha Pradhan ## Account-Based Advertising Software Discussions 0 Question on: Metadata.io [How does Metadata optimize campaigns for cost per opportunity instead of cost per lead?](/discussions/how-does-metadata-optimize-campaigns-for-cost-per-opportunity-instead-of-cost-per-lead) How does Metadata optimize campaigns for cost per opportunity instead of cost per lead? Metadata optimizes specifically for cost per opportunity rather than cost per lead because CPO is a much better measure of paid media efficiency in B2B where most leads never become qualified opportunities. Cost per lead measures total spend divided by total leads where leads include anyone who fills out a form, downloads content, or otherwise enters the database, typically ranging $50-$500 for B2B. The problem with optimizing for CPL is it rewards lead volume regardless of quality, leading to campaigns that generate cheap leads who never become opportunities. In enterprise B2B, 95%+ of leads typically never convert to qualified opportunities, making CPL optimization actively misleading. Cost per opportunity measures total spend divided by qualified opportunities where opportunities are accounts that engaged sales and entered pipeline, typically $600-$2,000 for B2B. CPO reflects actual sales-ready demand and is the metric finance teams use to evaluate marketing efficiency. Metadata optimizes for CPO by integrating with CRM systems to track which campaign clicks become qualified opportunities, automatically reducing spend on campaigns that generate clicks and leads but no opportunities, scaling spend on campaigns that produce qualified opportunities even if cost per click is higher, identifying audience segments and creative variations that drive opportunity generation versus those that drive low-quality lead volume, and reporting CPO by campaign, audience, channel, and creative so teams understand efficiency at a granular level. The result is campaigns that look worse on cost per click metrics often look much better on cost per opportunity, leading to budget allocation that maximizes pipeline generation. Most teams using Metadata see cost per opportunity improve 25-35% within 90 days as the optimization compounds. Compared to manual optimization in native ad platforms which only show cost per click and conversion data, Metadata's CRM-connected optimization for CPO produces fundamentally different and more valuable results. The key insight is that the cheapest clicks rarely produce the cheapest opportunities, so optimizing for clicks misallocates budget. Metadata's CPO optimization corrects this misalignment automatically. Answered: Aqsa Sadiq on May 31, 2026 [Your answer](/discussions/how-does-metadata-optimize-campaigns-for-cost-per-opportunity-instead-of-cost-per-lead/comments/new?remote=true) 0 Question on: Metadata.io [How does Metadata measure sourced versus influenced pipeline?](/discussions/how-does-metadata-measure-sourced-versus-influenced-pipeline) How does Metadata measure sourced versus influenced pipeline? Metadata measures both sourced pipeline and influenced pipeline through deep CRM integration, providing complete visibility into how paid campaigns contribute to revenue at every stage of the buyer journey. Sourced pipeline refers to opportunities where Metadata campaigns were the first touch that brought the account into the system, meaning marketing originated the relationship through a paid ad click, form fill from a campaign, or other paid-driven engagement. Influenced pipeline refers to all opportunities where Metadata campaigns had any meaningful touchpoint with the account during the buying journey, regardless of whether paid was first touch — including accounts originally generated by sales outbound or other channels but touched by paid campaigns along the way. Both metrics matter for proving marketing's full revenue contribution. Sourced pipeline shows paid media's ability to generate net new opportunities and is typically what sales-led organizations focus on. Influenced pipeline shows paid media's full contribution to deals that close, including those sourced elsewhere, and is typically 80-95% of closed deals because most B2B opportunities involve multiple touchpoints. Metadata tracks both automatically by integrating with HubSpot, Salesforce, and other CRMs to attribute first touches to sourced pipeline and any subsequent campaign touches to influenced pipeline. The reporting shows percentage of total pipeline that is sourced by Metadata campaigns indicating lead generation capability, total influenced pipeline value showing complete revenue contribution, pipeline acceleration showing how paid touches speed up deals already in motion, and per-campaign breakdown showing which specific campaigns drove which accounts forward. This dual measurement matters because it answers different questions for different stakeholders. Marketing leaders use sourced pipeline to prove marketing generates demand independently of sales. Finance teams use influenced pipeline to understand marketing's full ROI contribution. Executive teams use both to make budget allocation decisions. Compared to platforms that report only on first-touch attribution, Metadata's full-funnel attribution provides more complete and credible measurement of marketing's revenue impact. Answered: Aqsa Sadiq on May 31, 2026 [Your answer](/discussions/how-does-metadata-measure-sourced-versus-influenced-pipeline/comments/new?remote=true) 0 Question on: Metadata.io [How does Metadata measure and prove ABM program ROI?](/discussions/how-does-metadata-measure-and-prove-abm-program-roi) How does Metadata measure and prove ABM program ROI? Metadata is purpose-built to measure ABM ROI in pipeline and revenue terms rather than the engagement metrics most ABM platforms report. Traditional ABM measurement focuses on account engagement rates, content downloads, and email opens, which show activity but don't prove revenue impact. Finance teams and CFOs need to see pipeline generated, cost per opportunity, and revenue ROI, which requires connecting campaign data to CRM pipeline data. Metadata does this connection automatically by syncing with HubSpot, Salesforce, and other CRMs to track account progression from engaged to opportunity to closed deal. The platform reports on the metrics that prove ABM success including account engagement rate measuring percentage of target accounts that engaged with campaigns where 40-60% within 90 days indicates effective targeting, account progression rate measuring engaged accounts that became sales conversations where 20-30% indicates strong message-market fit, sourced pipeline measuring deal value from accounts where Metadata campaigns were the first touch, influenced pipeline measuring deal value from accounts Metadata touched at any stage, cost per opportunity which combines all paid spend divided by qualified opportunities created and typically lands at $600-$1,000 for efficient programs, average deal size for accounts touched by Metadata campaigns versus untouched accounts where ABM typically drives 40% larger deals, and pipeline ROI showing pipeline value divided by paid investment with healthy programs showing 5x-10x. The reporting is presented in formats that finance and executive teams understand, making it easy for marketing leaders to defend budget and prove that ABM investment is generating revenue. Most teams using Metadata see cost per opportunity improve 25-35% within 90 days as optimization compounds, providing clear ROI improvement that justifies continued and expanded investment in ABM programs. Answered: Aqsa Sadiq on May 25, 2026 [Your answer](/discussions/how-does-metadata-measure-and-prove-abm-program-roi/comments/new?remote=true) - [‹ Prev‹ Prev](/categories/account-based-advertising/resources?discussions_page=2) - [1](/categories/account-based-advertising/resources) - [2](/categories/account-based-advertising/resources?discussions_page=2) - 3 - [4](/categories/account-based-advertising/resources?discussions_page=4) - [5](/categories/account-based-advertising/resources?discussions_page=5) - [6](/categories/account-based-advertising/resources?discussions_page=6) - [7](/categories/account-based-advertising/resources?discussions_page=7) - … - [23](/categories/account-based-advertising/resources?discussions_page=23) - [24](/categories/account-based-advertising/resources?discussions_page=24) - [Next ›Next ›](/categories/account-based-advertising/resources?discussions_page=4) ## Account-Based Advertising Software Reports Mid-Market Grid® Report for Account-Based Advertising Summer 2026 G2 Report: Grid® Report Grid® Report for Account-Based Advertising Summer 2026 G2 Report: Grid® Report Enterprise Grid® Report for Account-Based Advertising Summer 2026 G2 Report: Grid® Report Momentum Grid® Report for Account-Based Advertising Summer 2026 G2 Report: Momentum Grid® Report Small-Business Grid® Report for Account-Based Advertising Summer 2026 G2 Report: Grid® Report Enterprise Grid® Report for Account-Based Advertising Spring 2026 G2 Report: Grid® Report Small-Business Grid® Report for Account-Based Advertising Spring 2026 G2 Report: Grid® Report Mid-Market Grid® Report for Account-Based Advertising Spring 2026 G2 Report: Grid® Report Grid® Report for Account-Based Advertising Spring 2026 G2 Report: Grid® Report Momentum Grid® Report for Account-Based Advertising Spring 2026 G2 Report: Momentum Grid® Report