Demand Gen U

Zero-click content is a big jump from what many content marketers are comfortable with. Not only because it’s so different, but because it’s hard to measure.

However, in this guest episode of Demand Gen U, Mark Huber, Head of Brand & Product Marketing at Metadata is joined by SparkToro’s VP of Marketing, Amanda Natividad, to talk about why it’s a valuable addition to your marketing strategy.

Listen to find out:

• The definition of zero-click content
• Why and how you should get started with zero-click content
• Ways that you can measure its success

For more information and insights on zero-click marketing from Mark and Amanda, tune into the full episode.

0:00 – 1:14 – Introduction

1:14 – 3:00 – What is SparkToro?

3:00 – 6:43 – How Mark and Amanda got in touch

6:43 – 10:14 – Amanda explains zero-click content

10:14 – 15:22 – Amanda on audience personas and how they link to zero-click content

15:22 – 17:22 – How to measure zero-click content

17:22 – 21:15 – How to be comfortable giving away your punchline

21:15 – 23:52 – How Metadata measures zero-click content

23:52 – 26:23 – People follow people vs brands

26:23 – 29:58 – SEO at SparkToro

29:58 – 32:02 – Targeting account-based marketing platforms

32:02 – 35:22 – Amanda’s zero-click content framework

35:22 – 38:37 – Things to avoid when creating zero-click content

38:37 – 40:15 – Outro

What’s really happening in the B2B marketing world right now?

We pull back the cover in this episode of Demand Gen U, featuring Mark Huber, Head of Brand & Product Marketing, and Silvio Perez, with a brand new job title – Head of Product Innovation at Metadata.

Silvio and Mark chat about what’s changing in the B2B marketing space, the challenges of promoting free trials, what type of content goes viral, and design tips for ads.

Find out:

• How to measure marketing success in the B2B world
• Why many brands take the wrong approach with their content
• Why authentic content is king right now

For more insights into how the B2B marketing world is changing, tune in to the full episode.

0:00 – 0:38 Intro

0:38 – 5:09 Silvio reveals his new role at Metadata

5:09 – 8:06 Why brands are moving towards awareness-based advertising

8:06 – 12:33 The biggest mistake brands make when shifting to awareness-based advertising

12:33 – 16:35 How to measure the impact of awareness-based advertising

16:35 – 21:09 Why it’s so hard to drive free trials

21:10 – 28:13 Should you use incentivized demos?

28:13 – 35:47 Why authentic advertising is king

35:47 – 38:04 Silvio’s design tips for social media advertising

38:05 – 41:57 Why Metadata decided to launch a demand gen community

41:57 – 43:04 Outro

As influencer marketing becomes an increasingly important part of B2B marketing, marketers are learning it can be a tough nut to crack.

In this episode, Kaylee Edmondson, Advisor at Chili Piper and Director of Demand Generation at Brightwheel, joins Mark Huber, Head of Brand & Product Marketing at Metadata, to discuss the B2B influencer marketing landscape in 2022 and how marketers should approach it.

Find out:

• Why Kaylee believes influencer marketing is not a simple game
• How she defines influencer marketing
• Why influencer marketing can’t be tracked in traditional ways

For more on influencer marketing strategies for B2B brands, listen to the full episode with Kaylee.

0:00 – 1:35 – Intro

1:35 – 4:32 – Defining influencer marketing

4:32 – 6:21 – When did influencer marketing start?

6:21 – 7:51 – What Kaylee was doing at Campaign Monitor

7:51 – 9:31 – Macro vs. micro influencer

9:31 – 11:21 – Campaign Monitor (continued)

11:21 – 13:13 – Receiving customer feedback on influencer marketing

13:13 – 15:31 – Approaching measurement

15:31 – 20:08 – How lessons from Kaylee’s old boss helped her progress

20:08 – 24:06 – Approaching partners with confidence

24:06 – 26:28 – Did Kaylee carry her Campaign Monitor experience across through her career?

26:28 – 32:22 – Paid vs. unpaid influencer marketing

32:22 – 34:23 – Metadata’s work with Dave Gerhardt

34:23 – 39:36 – Questions and top tips for those branching into influencer marketing

39:36 – 40:44 – Outro

Working within marketing at big enterprises vs. high-growth startups is a totally different story.

Some people are cut out for big enterprises, and others would rather ply their trade with newer, smaller businesses.

But what makes people favor one over the other?

Jason Widup, VP of Marketing at Metadata, has tons of experience in both. He joins Mark Huber, Head of Brand & Product Marketing at Metadata, to share his experiences and why he left the world of big enterprise to team up with Metadata.

Find out:

• What led Jason away from enterprises
• How marketing works as a sales support function
• What surprised Jason about joining a startup

To find out more about marketing at different levels, listen to this full episode.

0:00 – 0:50 – Introduction

0:50 – 2:44 – Who’s ‘flannel Jason’?

2:44 – 5:22 – How did Jason end up working with enterprise companies?

5:22 – 9:02 – What Jason liked about working for an enterprise company

9:02 – 11:55 – Did Jason like leading teams at large companies?

11:55 – 19:17 – What got on Jason’s nerves at enterprise companies?

19:17 – 25:01 – Jason’s reasons for switching to a startup

25:01 – 26:19 – Similarities between enterprises and startups

26:19 – 34:26 – Top 3 differences between enterprises and startups

34:26 – 38:48 – Why Metadata’s marketing team are closely aligned with the sales team

38:48 – 42:56 – What surprised Jason most when starting at Metadata?

42:56 – 44:13 – Outro

We all know about using LinkedIn as a promotional platform. But there are a ton of benefits to sharing original content too.

It can help boost credibility, gain trust and convert customers.

In the first ever guest episode of Demand Gen U, Mark Huber, Metadata’s Head of Brand & Product Marketing is joined by The Reeder's CEO & Content Strategy Advisor, Devin Reed, to discuss why LinkedIn should be considered an important publishing platform for brands.

Devin will also be speaking at the DEMAND conference. Learn what the best B2B marketers we know are doing to drive demand and revenue. Sign up for free here: https://metadata.io/demand-2022/

In this episode, find out:

• How to build a reputation on LinkedIn
• The benefits of setting yourself content missions
• How to come up with content ideas

For more on publishing to LinkedIn and other awesome tips from Devin, listen to the full episode.

0:00 – 0:30 – Introduction

0:30 – 3:10 – How do people post on LinkedIn in 2022?

3:10 – 5:14 – Getting started posting on LinkedIn

5:14 – 7:44 – Promotional platform vs. publishing platform

7:44 – 10:47 – Using LinkedIn as a publishing platform

10:47 – 15:56 – Coming up with ideas for posts

15:56 – 18:45 – The indicators to keep in mind

18:45 – 23:02 – The LinkedIn algorithm

23:02 – 25:10 – Gong’s LinkedIn transition

25:10 – 28:31 – Getting bosses on board

28:31 – 31:30 – What shows that you’re on the right path for published content?

31:30 – 35:48 – How do you get employees publishing?

35:48 – 38:01 – Getting thousands of free impressions

38:01 – 39:29 – Outro

Starting a podcast can work wonders for your marketing endeavors…and your company as a whole. However, it’s important to get things right.

In this Demand Gen U episode, Mark Huber, Head of Brand & Product Marketing, and Justin Simon, Senior Content Marketing Manager at Metadata, look at the most useful lessons they’ve learned since the podcast kicked off. This episode is packed with takeaways for you and your company if you’re keen to set up a podcast.

This is the second episode in a two-part series, so check out part one while you’re at it!

Find out:

• How setting goals helps
• Why you should track your popular episodes
• How consistency can turn you into a pro

For more tips on getting your podcast started, tune in to the full show.

00:00 – 00:28 – Intro

00:28 – 03:16 – Why you should track your popular episodes

03:16 – 06:35 – Should you strive for perfection?

06:35 – 08:21 – The benefits of experimentation

08:21 – 10:26 – Have trust in your own progression behind the mic

10:26 – 13:38 – Hit what your audience cares about

13:38 – 16:29 – Getting the word out

16:29 – 20:53 – Keep your goals realistic

20:53 – 24:47 – Have a mission for your show

24:47 – 26:17 – Is it OK to repeat ideas?

26:17 – 29:47 – Just have fun and be yourself!

29:47 – 31:11 – Outro

There are tons of reasons why starting a podcast can do wonders for your marketing endeavors…and your company as a whole. But as it is with literally anything worth doing, if you don’t do it right, it won’t give you the desired results.

In this Demand Gen U episode, Mark Huber, Head of Brand & Product Marketing, and Justin Simon, Senior Content Marketing Manager at Metadata, dive into 10 useful lessons they’ve learned since the podcast kicked off. It’s the first in a two-part series and offers real hands-on insights you can take away if you’re planning to start a podcast at your company.

Find out:

• How to pick the right subject area
• Conversation vs interview style podcasts
• How to budget time pre and post-production

For more tips on how to get your podcast started, tune into the full episode.

• 00:00 - 00:20 Intro
• 00:21 - 03:09 How to pick the right podcast topic
• 03:10 - 05:54 Benefits of recording a handful of episodes before your podcast launch
• 05:55 - 06:52 Why you should have a dedicated podcast owner
• 06:53 - 09:46 Learning points from being a dedicated podcast owner
• 09:47 - 15:02 Interview vs conversational: which one works best?
• 15:03 - 15:27 Why authenticity trumps perfectionism when starting a podcast
• 15:28 - 20:58 The importance of having a schedule
• 20:59 - 23:11 The benefits of batch-producing clips for social media
• 23:12 - 26:15 Why you need to make your podcast a priority
• 26:16 - 27:03 The key to staying consistent
• 27:04 - 27:38 Why you shouldn’t just stick to audio content
• 27:39 - 29:09 The benefits of batch recording episodes
• 29:10 - 29:55 Reasons you should never ignore feedback
• 29:56 - 30:50 Outro

Like in any industry, the world of B2B marketing is swarming with opinions. We’ve all heard a thousand things we must do and probably a million things we mustn’t.

Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing at Metadata, debunk six myths B2B marketers need to forget in 2022.

Find out:

• Whether ABM is really that important
• Which should you prioritize – gated content or ungated content?
• Why B2B marketing doesn’t always need to be formal

To hear all 6 of Jason and Mark’s marketing myths and other great advice for B2B marketers, listen to the full episode.

0:00 – 0:28 – Introduction

0:28 – 1:46 – Pondering on the biggest myths in B2B marketing

1:46 – 6:51 – Myth 1: B2B marketing needs to be formal and stuffy

6:51 – 13:59 – Myth 2: Brand doesn’t matter

13:59 – 20:27 - Myth 3: Marketing technology will solve all your problems

20:27 – 26:19 - Myth 4: You have to do ABM to be successful

26:19 – 34:01 - Myth 5: You shouldn’t try to create a category

34:01 – 37:44 - Myth 6: You need to ungate ALL your content

37:44 – 39:01 – Outro

Do you want to peer into the minds of your target audience? Then a customer advisory board (CAB) is the way to go. CABs are practically cheat codes for B2B marketers. At Metadata, we run everything from website updates to campaigns past our CAB to get their take before acting. Needless to say, the results speak volumes.

But as it is with everything else in the marketing world, you’ve got to know how to use them right.

That’s why in this episode, Mark Huber, Head of Brand & Product Marketing, and Justin Simon, Senior Content Marketing Manager at Metadata, explore how they set up their CAB at Metadata and how you can build one at your company.

Find out:

• Who should be in your CAB
• What expectations CAB members have
• Tangible tips for anyone looking to start a CAB

For more insights on how to set up your customer advisory board, catch the full episode.

00:00 – 01:36 Intro

01:37 – 03:16 What is a CAB?

03:17 – 10:04 Mark’s time on Metadata’s CAB

10:05 – 13:07 Why feedback from the CAB is useful

13:08 – 17:30 Who should be on your CAB?

17:31 – 21:12 How many CAB members do you need?

21:13 – 23:15 How often should your CAB meet?

23:16 – 26:50 The structure of Metadata’s CAB meetings

26:51 – 33:42 How to start a CAB?

33:43 – 35:26 Taking ownership of a CAB

35:27 – 37:38 Why selecting CAB members carefully is important

37:39 – 40:12 Getting feedback on what’s most important

40:13 – 41:18 Outro

Data is such an effective way to figure out where you’re at as a business. It lets you decipher what’s working and what’s not, and creating benchmark reports can open your eyes to the areas you can improve on.

Jason Widup, VP of Marketing, and Silvio Perez, Head of Performance & Product Innovation at Metadata, discuss their insights and findings from Metadata’s 2022 B2B Paid Social benchmark report.

Find out:

• The type of copy that works best on Facebook
• How the nuances of social channels can skew your data
• Why Metadata’s successful clients started their marketing on LinkedIn

For more on Metadata’s 2022 Paid Social benchmark report and top tips for B2B marketers, tune into the full episode.

0:00 – 1:22 – Introduction

1:22 – 4:36 – Taking benchmark reports with a pinch of salt

4:36 – 7:59 – How the report was put together

7:59 – 11:14 – Exploring the summary metrics

11:14 – 24:17 – LinkedIn vs Facebook

24:17 – 32:37 – Tips and tricks for using conversation ads

32:37 – 34:56 – Exploring cost per triggered opportunity

34:56 – 40:45 – Does audience size matter?

40:45 – 41:15 – Do you need to release a full benchmark report?

41:15 – 42:24 – Outro