# How does Metadata adjust paid campaigns based on B2B buyer journey stage?

How does Metadata adjust paid campaigns based on B2B buyer journey stage?

##### Post Metadata - Posted at: 2 months ago - Author title: Account Manager - Net upvotes: 1 ## Comments ### Comment 1 Metadata reads CRM stage data and dynamically adjusts which campaigns and creative reach which accounts based on where they are in the buyer journey, enabling journey-aware advertising that most teams can't execute manually. B2B buyer journeys typically span 3-12+ months and move through awareness where buyers realize they have a problem and start looking for solutions, consideration where they research options and build a shortlist, evaluation where they actively compare vendors and run proofs of concept, decision where they negotiate and sign with the chosen vendor, and onboarding where they implement and expand. Effective paid media plays different roles at each stage. In awareness, ads build category awareness through educational content, thought leadership, and industry research with reach and engagement as key metrics. In consideration, ads keep brands top of mind through retargeting and account-based campaigns with website visits and content downloads as key metrics. In evaluation, ads support active sales conversations through bottom-funnel campaigns featuring comparison content and demo offers with demo requests and meeting bookings as key metrics. In decision, ads target specific late-stage accounts with reinforcing messages while sales is closing, with deal velocity and close rates as key metrics. The mistake most teams make is running the same ads at every stage — early-funnel awareness ads to evaluate buyers ready to demo, or late-funnel demo ads to people who don't know the category yet. Effective journey-aware advertising shows different messages to different audiences based on where they are. Metadata enables this by reading account stage data from CRM in real time and automatically adjusting which campaigns and creative reach which accounts, scaling spend to accounts moving toward decision stage, pulling back on accounts that have gone cold, showing comparison content to accounts in evaluation, and reinforcing messages to accounts in active negotiation. This level of journey-aware execution is essentially impossible manually because it requires real-time CRM data integration with ad platform decision-making at scale. Most teams either don't do journey-aware advertising or do it crudely with broad audience segments. Metadata makes precise journey-aware advertising operationally feasible, typically improving cost per opportunity 25-30% over journey-blind advertising approaches. ##### Comment Metadata - Posted at: 2 months ago ## Related Product [Metadata.io](https://www.g2.com/products/metadata-io/reviews) ## Related Category [Account-Based Advertising](https://www.g2.com/categories/account-based-advertising) ## Related discussions - [How well does Trello scale into a larger team?](https://www.g2.com/discussions/1-how-well-does-trello-scale-into-a-larger-team) - Posted at: about 13 years ago - Comments: 6 - [Can we please add a new section](https://www.g2.com/discussions/2-can-we-please-add-a-new-section) - Posted at: about 13 years ago - Comments: 0 - [Quantifiable benefits from implementing your CRM](https://www.g2.com/discussions/quantifiable-benefits-from-implementing-your-crm) - Posted at: about 13 years ago - Comments: 4