Metadata.io Reviews & Product Details

TL;DR: You can push campaigns in market quickly and have visibility of the entire funnel.

The team is super hands on and are on-point with making sure our campaigns are constantly improving. Shoutout to them for really taking in our goals and almost becoming part of our in-house team.

Key highlights for me:

- Ability to test multiple experiments very quickly;

- Dynamic audiences from SFDC (although I see ways to improve this further) + demographics filters;

- Full funnel visibility

- Native forms + enrichment of the data helps streamline processes;

- Budget tracking is a great "nice to have" as well.

- For anyone interested in lead generation, Metadata can definitely help you to create and curate an ideal audience;

I feel Metadata has a more innovative approach to ABM than any other tool out there. You are not restricted to certain strategies, and can really shape the campaigns to your needs. Review collected by and hosted on G2.com.

I'm not a tech person, so I can't give too much detail, but we had some issues with the integration. I think there are better ways of fully integrating with HubSpot and the documentation could be improved.

It would be also nice to see other intent tools integrated to create audiences, and see more ad formats available :) Review collected by and hosted on G2.com.

Metadata pulls data dynamically from Salesforce so that you can target the right people at the right accounts at scale (think: instead of A/B testing, you can ABCDEFG test). BUT - it doesn't stop there. They then enrich those leads for you, push them to your CRM, and you can track how they progress through your pipeline. Their team is smart, strategic, and partner with you throughout the process. Review collected by and hosted on G2.com.

I'd like to see some "next best action" inside of the platform and, as they have more customers on the platform, it would be great to learn from other campaigns that have performed well. Review collected by and hosted on G2.com.

It's a tie between the MetaMatch audiences (custom audiences) and the multi-channel campaign execution functionality, they honestly go hand-in-hand. The MetaMatch audiences with FB & LI matching makes targeting and retargeting seamless. Why go to two separate ad platforms to compare channel results when you can have it rolled into one Campaign on Metadata.io? Review collected by and hosted on G2.com.

Your success with Metadata starts with your foundational company Social Media Channels, make sure to have your FB & LI company profiles set up and ready to go before trying to launch campaigns. There are restrictions with new ad accounts on FB, which could potentially delay the start of experimenting on that channel, so plan accordingly. Review collected by and hosted on G2.com.

The platform makes it super simple to push campaigns in market super fast.

Once launched you start seeing results in a few days or even less - favorable CPL in region specific and super easy to browse through experiments and see which one is most effective

Big shoutout to Malika and team for being an extension of our in-house Demand Gen team and for truly being much more than just a CSM.

Their support is always extremely quick and they really are phenomenal in providing recommendation to increase campaign performance Review collected by and hosted on G2.com.

Not much I dislike about Metadata.I would like to see more platform included to be able to utilize Metadata audiences (but I know are coming!) Review collected by and hosted on G2.com.

1. The performance of the platform. In our Facebook ads platform, we are able to segment and target audiences that we never could without it. We have seen our CPLs drop by 40% in some cases and we are just getting started.

2. The interactions with our rep and the team has been amazing. Shoutout to Malika. They make it easy to launch campaigns, manage spend, and optimize for results. Review collected by and hosted on G2.com.

The ux of the platform itself is a little confusing at first. They take away most of that pain by managing the campaigns for you in the beginning. Review collected by and hosted on G2.com.

It's great to be able to build audiences with strict criteria to be able to reach our key markets. The platform is straightforward and easy to learn in no time. The integrations with advertising platforms is a plus as well. Review collected by and hosted on G2.com.

Not all ad platforms are included to be able to utilize Metadata audiences. You also can only see ad performance and track leads if you build the ads in the Metadata platform. It's unfortunate because you lose the capabilities that Facebook has if you build ads in Metadata. Review collected by and hosted on G2.com.

Metadata.io basically replaces the need of an agency of paid specialist and makes the job of a digital marketer SO much easier. You don't have to manage mulitple ad groups and campaigns in multiple ad platforms. AND you don't need to opimize them and babysit them! Review collected by and hosted on G2.com.

The platform is a bit buggy and doesn't present previews of the ads. Review collected by and hosted on G2.com.

The platform is intuitive to use, easy to track and optimize. Ability to do a lot of tests simultaneously to be able to get to better results. Ability to connect with senior executives. Review collected by and hosted on G2.com.

Took a while to get an account manager that stuck, there was some switching around until we got to the one we ended up with. Its nice that we have access to senior executives but shame that their whole team isnt as experienced. Some of issues were more because these programs take time and not related to Metadata specifically. Creating a target audience takes a few days which makes each iteration seem like forever. Review collected by and hosted on G2.com.

I love how the Metadata platform is very user friendly and makes the campaign creation process as seamless as possible. Review collected by and hosted on G2.com.

I dislike how not at all ad formats are available. Specifically for Facebook, you can't launch carousel ads, and for LinkedIn, you're not able to launch text or conversation ads. Also, not having the ability to select placements you'd like to launch with is also a bit of a pain since I'd have to manually select the placements I'd like via the platform. Review collected by and hosted on G2.com.

The user friendly UX, the ability to target using technographic, demographic and firmographic data as well as the ability multivariate test. The enhancement of lead data also ensures that we have the most accurate information for new leads so that our sales teams can follow up quickly versus chasing down contact information. Review collected by and hosted on G2.com.

The reporting could stand to be more customizable. Review collected by and hosted on G2.com.

- This really puts demand-gen on autopilot, all we have to worry about is the strategy and creative. The platform makes it dead simple to spin up campaigns super fast.

- Metamatch targeting is better than anything you could hope for in the native platform or other tools

- The enrichment was better than 2 of our own providers

- The simplicity of Audience + Ads + Offer and experimenting on the combinations of those makes it super easy to see what combination of factors is most effective

- The platform is super easy to use, and quick to setup--you can start seeing results in a few days or less

- Shoutout to Kevin and the rest of the team for being so much more than your average CSMs. Their support has been phenomenal and directly increased the performance of our campaigns across the board. Review collected by and hosted on G2.com.

Overall really not much I dislike. It would be nice to see better date/cohort reporting on when an opportunity influence happened (like $10m in pipeline influenced in Q2). Review collected by and hosted on G2.com.

The platform is pretty intuitive and offers good visibility into what experiments are running and on what terms (budget, timing), but our success contact is always available for additional assistance. Metadata's success team has provided solid guidance on ad optimization and is very committed to completing any requests. Review collected by and hosted on G2.com.

I wish you could edit an ad once saved instead of having to duplicate to make the change. I wish you could duplicate ads across platforms, we run the same thing on Facebook and LinkedIn, but have to build the ad separately on each platform. I'd like to see a feature to add more ads into a campaign once it has launched, rather than pausing existing and creating new campaigns. Review collected by and hosted on G2.com.

Effective to target ABM audiences. MetaMatch made it quick to see different audiences we could target and gauge their size & vaildity. Most impressive was Lily R. She's brilliant!

Truly committed to us getting the most results out of the platform and able to speedily educate the team on how to improve Review collected by and hosted on G2.com.

Minimum spend is high and from feedback & external research we learned those who are seeing the most from the platform are pouring in substantial budgets. Without the money to conduct as many experiments the power is diffused Review collected by and hosted on G2.com.

The ability to enrich prospect data has been incredibly valuable for us and unlocked facebook as a true lead gen channel. It has also increased our LinkedIn conversions and given us better insight into how our campaigns are performing. Metadata's customer support has also been amazing with a dedicated rep for our account who is always eager to help! Review collected by and hosted on G2.com.

I would like to see more ad channels supported, such as linkedin inmail. Review collected by and hosted on G2.com.

Metadata is one of my favorite tool(s) in my stack for demand gen for a few reasons:

1). Scalable Automation. Metadata automates the tedious tasks of our campaign building with the power of 10 campaign managers. Metadata can launch hundreds of campaigns in a few minutes based on the criteria I give them & the goal of the campaign.

2). Advanced targeting for different use cases. Metadata can pull a massive audience list by firmographic characteristics like revenue amount, employee count, region, job function, seniority, and job title as well as NAIC & SIC codes. But they can also get hyper-specific into account-only targeting by job title on multiple channels. I funnel my intent data, ABM accounts, and broader audiences into different campaigns in Metadata.

3). Lead-based attribution. Metadata is generating leads at scale for us rather than just impressions/clicks and with their integration into Salesforce they can quantify the pipeline sourced/influenced and retroactively show you what campaigns/audiences/offers drove the best results in that context.

4). Managed services & domain expertise. Metadata handle the weeds work for me but also has a good grasp on how to leverage channels for their strengths. My programmatic budget is driving $1-3 CPC’s on my target audience. Then they are retargeting + running tofu/bofu campaigns on LinkedIn & Facebook to generate leads. Review collected by and hosted on G2.com.

Audiences take 24-48 hours to populate due to LinkedIn/Facebook which is frustrating. Experimentation can be limited by the budget for the campaign so it forces me to change the way I view trying campaigns and forces me to plan more thoroughly. Review collected by and hosted on G2.com.

The platform is simple and easy to use. It was super easy to learn the system and felt very intuitive. The team is also great to work with - they are always willing to answer any questions and help with any of our targeting. Review collected by and hosted on G2.com.

The reporting section takes a but getting used to, but once you figure it out it works well. Review collected by and hosted on G2.com.

We turned to Metadata to improve our lead generation programs. I was originally running our paid social campaigns natively in the campaign managers for each channel. Everything was manual, with every campaign operating in a silo. Experimentation, monitoring results, building targeting and audiences - we knew there had to be a better way to bring all these campaigns together in one platform, move faster, and find new audiences we wouldn't otherwise be able to find doing it the old way. Metadata's value lays in:

- Experimentation at scale: We can now run dozens (and eventually 100s) of experiments at a time and easily gauge the results of the creative and copy. Colors, keywords, whether the text is on the right or left - all things we can quickly look at and use for future decisions.

- Significant improvement in audiences and targeting: Arguably the biggest value add right off the bat. Metadata finds the right people at the right companies in channels we wouldn't otherwise be able to identify them in. From targeted ABM lists around industries, to broader lists based on firmographics and technology, there's a ton you can do.

- Enrichment: Metadata's lead enrichment is very solid, especially valuable when you're running lead-gen form ads directly in social newsfeeds. This arms our BDR team with better data (LinkedIn profile, phone number, etc).

- World-class CSM team: Metadata provides white-glove guidance from the get-go. They teach you best practices and WHY certain things are being done, and you really see results right away.

Like I said in the title - Metadata makes digital marketing fun again. Seeing the results of your content quickly, targeting the right people, it's actually addicting. It sounds cliche, but relieving me of the manual processes I was bogged down by before Metadata lets me focus on what's most important - creating the content itself! Review collected by and hosted on G2.com.

I think there's some improvements that could be made on the audience building side of things - for example, I'd like to be able to quickly tweak my audiences (like add new titles, exclude titles) without having to clone and recreate the audience. Not a big deal, just a small workflow thing.

Other thing would be making the reporting a bit more intuitive, to more easily slice and dice the data. The data is all there, it's just being able to more easily look at subsections of it.

These are smaller UX issues, and support is really fast to respond to all my nitty gritty questions. Review collected by and hosted on G2.com.

Metadata solved a couple of core problems for us:

1. Targeting our named accounts across different channels, especially Facebook. They have some proprietary tech that helps with the identity resolution / targeting piece.

2. Automating experiments. With metadata, we could literally spin up a hundred different experiments in seconds.

3. Professional services. We had someone who knew advertising cold assisting us almost every step of the way. I'm sure some of that will become a bit more self-service in the future. Review collected by and hosted on G2.com.

I'm excited to see what happens with the next round of funding.

Specifically:

1. Improving the UX/UI so it's a cleaner experience and a bit more self service.

2. Improving some of the reporting so it's more flexible and centralized. Review collected by and hosted on G2.com.

Metadata has been great at helping one of my client's with strict ICP/target account criteria scale the reach of their target audiences, especially on Facebook where it's historically difficult to reach B2B audiences. Review collected by and hosted on G2.com.

Currently do not have the capability of using custom fields on lead forms. Review collected by and hosted on G2.com.

The number one reason I use them is that to get better data on all of our paid media and they help us segment our audiences by business size, industry, job titles and etc. for google and facebook. And it works Review collected by and hosted on G2.com.

Took a considerable amount of time to get everything setup with our CRM and marketing automation but this was honestly the most difficult part. Review collected by and hosted on G2.com.

Metadata has far exceeded our expectations. Not only have we been able to get our client's targeted message in front of the right people (on a variety of platforms at the same time), it has enabled us to generate leads from unexpected traffic sources.

Details: We were surprised by lead levels and conversion rates that soared not only on paid search/social sources (where we were directly promoting ads), but also direct and organic traffic. Apparently, people are seeing our ads in a variety of places and are coming back to our site directly or from the search engine results... even if they never click on our ads.

Surprising results - The lead levels and conversion rates on our direct and organic traffic sources have gone up 4X since turning on the campaign. Woo-Hoo! Review collected by and hosted on G2.com.

It can be complicated or time consuming to set up (although the Metadata support team is very helpful!) Review collected by and hosted on G2.com.

The team is really helpful and on top of things communication and setup wise. It's great to see how each experiment is performing against the others without having to be a paid advertising wizard. Review collected by and hosted on G2.com.

The HubSpot integration isn't complete yet, but the field mapping they have now is still adequate. Review collected by and hosted on G2.com.

Versatility, ease-of-use and customer success support. Review collected by and hosted on G2.com.

Lack of editing capability - a user must duplicate, edit and deploy rather than on-the-spot editing. Review collected by and hosted on G2.com.