Demand Gen U

What are the key differences between capturing and creating demand? Well, both require different processes, but each play a vital role in your content marketing strategy.

Mark Huber, Head of Brand & Product Marketing, and Jason Widup, VP of Marketing at Metadata, discuss whether B2B marketers are overcomplicating the idea of capturing and creating demand, their tips on how to navigate the first stages and why building trust with buyers is critical.

Find out:

• The most important ingredient when it comes to creating demand
• How Metadata creates and captures demand
• Why Eugene Schwartz’s 5 Stages of Awareness still applies almost 60 years on

0:00 – 0:25 – Introduction

0:25 – 2:14 – How marketers overcomplicate capturing and creating demand

2:14 – 7:36 – The origins of capturing and creating demand

7:36 – 13:28 - How do marketers create demand?

13:28 – 17:32 – What are the buyer’s goals at the ‘create demand’ stage?

17:32 – 22:29 – The most important ingredient in creating demand

22:29 – 28:40 – The channels B2B marketers should experiment with when creating demand

28:40 – 30:28 – Nailing capturing demand first is key

30:28 – 32:39 – The marketer’s goals for capturing demand

32:39 – 37:33 – How to capture demand efficiently

37:33 – 41:12 – The channels B2B marketers should experiment with when capturing demand

41:12 – 42:15 – Outro

There’s no doubt about it. LinkedIn is essential in the B2B marketing world, and yet so many brands don’t know where to start. Many are stuck following the old-school method of prioritizing promotion over engagement (something Metadata was guilty of in the early days.)

Mark Huber, Head of Brand & Product Marketing, and Justin Simon, Senior Content Marketing Manager at Metadata, join this episode to explain where Metadata’s LinkedIn strategy started out and how transforming it has led to great success. They explore why brands struggle to gain traction, how to be proactive on LinkedIn, and why LinkedIn is really a publishing platform, not just a promotional one.

Find out:

• How Metadata has transformed its LinkedIn strategy
• How to push out content that really creates an impact
• Justin’s three most important learnings about LinkedIn

Tune in to the full episode to learn how to grow your LinkedIn page’s reach and impact in your target market.

0:00 – 0:57 Introduction

0:57 – 4:05 How Metadata used to run its LinkedIn page

4:05 – 5:19 Why consistency is key on social media

5:20 – 9:04 Why you should avoid the old-school methods of social media promotion

9:04 – 13:19 Finding social media inspiration from other companies

13:20 – 16:59 How to balance between popular yet generic content and niche content that’s more valuable

17:00 – 21:10 Why Metadata became laser-focused on LinkedIn

21:10 – 25:01 The shelf life of content and the value of content repurposing

25:01 – 34:29 Justin’s top learnings since running social company pages

34:29 – 36:15 Outro

A marketer’s job is never done.

Whether there’s a looming economic downturn or a recession to brave through, chances are that B2B marketers are still going to be expected to show their worth. But isn’t that near impossible when people don’t have as much money to throw around?

Join Mark Huber, Head of Brand & Product Marketing, and Jason Widup, VP of Marketing at Metadata, as they delve into the specifics of not just how to scale through a down economy but the factors that help marketers come out the other end unscathed.

So, saddle up for an economics lesson in this episode… or something pretty close to that. 

Find out

• Why it’s important for B2B marketers to have some understanding of how the economy works
• When to consider making changes during a recession
• Why it’s best not to make knee-jerk reactions in a down economy

To hear more about how B2B marketers can do their jobs efficiently in a recession, tune in to the full episode.

00:00 - 00:26 Intro

00:27 - 02:27 Mark and Jason set the scene talking about the looming economic downturn

02:28 - 03:47 What does a downturn in the economy mean

03:48 - 04:45 The technical definition of a recession

04:46 - 08:34 Why understanding the economy as a whole is vital for B2b marketers

08:35 - 12:40 Mark and Jason’s experience braving through the pandemic

12:41 - 13:55 How big companies handle recessions

13:56 - 16:47 When you don’t need to make a lot of changes in a recession

16:48 - 18:04 Benefits of having the right product-market fit in a recession

18:06 - 20:08 Having a ‘nice-to-have’ product vs a ‘must-have’ product

20:09 - 22:20 Why Venture Capitalists shouldn’t try to capitalize on recessions

22:21 - 24:32 Why you shouldn’t freak out in a recession

24:33 - 27:09 Areas Jason looks into with Metadata’s CFO during recessions

27:10 - 29:36 Why it’s beneficial not to make knee-jerk reactions

29:37 - 34:18 How to tweak messaging during an economic downturn

34:19 - 37:05 Why you shouldn’t pull back on commitments when things get rough

37:06 - 38:25 The benefits of being a data-driven organization during a recession

38:26 - 39:11 Outro

Hiring a demand gen manager in 2022 isn’t the most straightforward process. On the one hand, you’ve got people who can talk a big game and sound knowledgeable enough to breeze through every interview stage. But can they demonstrate a deep understanding of what it takes to be a demand gen manager in 2022?

With that in mind, Mark Huber, Head of Brand & Product Marketing, and Jason Widup, VP of Marketing at Metadata, talk through seven vital questions Metadata uses to interview demand gen candidates for roles on their team.

Bottom line, this is how you figure out who can talk the talk and walk the walk.

Find out:

• What metrics candidates should be looking out for
• Which answers demonstrate relevant experience
• What makes demand gen managers stand out

Tune in to the full episode to hear the seven questions you should be asking prospective demand gen managers.

00:00 - 00:31 Intro

00:31 - 03:06 7 Questions to ask your interviewee

03:07 - 08:46 What’s your approach to optimizing campaigns?

08:47 - 14:56 Which tools do you have experience with?

14:57 - 20:05 Do all B2B companies need to be doing ABM?

20:06 - 24:17 What are your thoughts on marketing?

24:18 - 30:42 What are some non-standard things you’ve done for campaigns?

30:43 - 34:53 How do you build an audience?

34:54 - 37:51 Are you more creative or analytical?

37:52 - 39:39 Summary

39:40 - 40:26 Outro

Is PR dead? Not exactly, but it’s safe to say that traditional PR has gone the way of the dinosaurs.

A shiny new press release alone just doesn’t cut it these days. Companies now need to do so much more in the PR space, and that’s what Mark Huber, Head of Brand & Product Marketing, and Justin Simon, Senior Content Marketing Manager at Metadata, discuss in this episode.

They explore why traditional PR tactics aren’t effective anymore, what companies should be doing instead, and how you can measure the results of any strategies you try out.

Find out:

• Why traditional PR is dead
• What companies should be doing instead
• Metadata’s current PR strategy
• How to measure the impact of PR strategies

Catch the full episode to learn why traditional PR is dead and what you need to be doing instead.

0:00 – 1:32 Introduction

1:33 – 6:36 What PR really means

6:36 – 15:27 How traditional PR has changed

15:27 – 19:09 What companies should be doing moving forwards

19:10 – 23:36 What’s holding companies back

23:36 – 28:17 What we’re doing at Metadata to do PR differently

28:17 – 30:50 Why you should lead with expertise in all your content

30:50 – 35:06 The benefits of employee advocacy

35:06 – 39:35 Metadata’s journey to becoming a media company

39:35 – 44:01 Why measuring PR is such a challenge

44:01 – 45:08 Outro

One of the hardest tasks B2B marketers face these days is finding benchmark data for their ad campaigns. It’s either the data simply doesn’t exist, or it’s incredibly difficult to pinpoint any discernible context.

That’s why we assembled a three-man team to dig into our annual B2B paid social benchmark report and provide valuable insights that you can tweak to get some data of your own.

Join Mark Huber, Head of Brand & Product Marketing, Jason Widup, VP of Marketing, and Justin Simon, Senior Content Marketing Manager at Metadata, as they talk through launching the report and what Metadata has got planned based on the information it revealed.

Find out:

• Year one vs. year two of creating Metadata’s benchmark report
• Why sharing benchmark data is necessary
• Things to consider when you’re doing original research

Catch the full episode to find out more about the benchmark report.

• 00:00 - 01:21 Intro
• 01:22 - 02:00 Setting the scene to discuss Metadata’s annual paid social Benchmark Report
• 02:01 - 04:18 Why Metadata released their benchmark report
• 04:19 - 09:41 Motivation behind and insights into Metadata’ s report from last year
• 09:42 - 11:08 A breakdown of what went into creating the dashboard for last year’s report
• 11:09 - 13:50 What’s new in this year’s benchmark report
• 13:51 - 15:31 Why it’s important to provide solid, traceable data in any piece of original research
• 15:32 - 16:44 What assets were present in Metadata’s bench report last year
• 16:45 - 18:00 The areas where Justin spruced up the 2022 benchmark report
• 18:01 - 19:56 Why you shouldn’t gate your benchmark report
• 19:57 - 22:26 What moving parts came together to create the report
• 22:27 - 26:05 How Metadata ensured their data was both valid and properly presented
• 26:06 - 27:03 The timeframe Metadata used to create this year’s report
• 27:04 - 32:16 Why people shouldn’t jump to conclusions based on insights from the report
• 32:17 - 37:37 How to get the most out of a benchmark report
• 37:38 - 38:27 Conclusion
• 38:28 - 39:15 Outro

Love them or hate them, Display Ads are not going away anytime soon. So, with the phrase ‘if you can’t beat them, join them’ in mind, it’s time to dig into what Display really is and how it’s different from Programmatic Display.

In this episode, Mark Huber, Head of Brand & Product Marketing, and Silvio Perez, Head of Performance Marketing at Metadata, tackle the ins and outs of Display marketing and attempt to demystify some of its more complicated aspects.

Tune in to learn when to use Display and Programmatic Display, separately and together, and get some insights into Display as the new channel in Metadata.

Find out:

• What Display is and what it’s not
• Questions B2B marketers should be asking Display platforms
• How Metadata plan to leverage Display Ads moving forward

Catch the full episode to get more insights into all things Display Advertising.

00:00 - 00:24 Intro

00:25 - 01:13 Mark goes over the key points of this episode

01:14 - 02:26 What’s the difference between Display and Programmatic Display

02:27 - 03:56 Account-based marketing (ABM): Google Display Network vs using Programmatic

03:57 - 07:18 Silvio breaks down hidden costs of Programmatic

07:19 - 09:59 What questions should B2B marketers be asking ABM vendors

10:00 - 11:00 What does it take for Display Ads to show up on premium sites

11:01 - 12:51 When it makes sense to run Display Ads

12:52 - 14:06 How to show performance when running Display Ads

14:07 - 15:50 Common mistakes people make with Display

15:51 - 17:58 What makes good Display creative

17:59 - 19:09 Silvio’s recommendations for retargeting using Display

19:10 - 21:39 How trends impact the types of Display Ads running on mobile and desktop

21:40 - 22:52 Why you should avoid using gaming Display Ads

22:53 - 26:09 Silvio and Mark talk about Metadata’s decision to use Display Ads

26:10 - 27:32 Metadata’s thought process around attribution

27:33 - 29:02 Silvio discusses some of the info on Metadata’s Programmatic release

29:03 - 30:32 Where to start when using Display Ads

30:33 - 33:29 What lies in the future of Display

33:30 - 33:55 Conclusion

33:56 - 34:40 - Outro

What is your company’s strategic narrative? Don’t have one yet? It’s time to start thinking about the story your company tells.

In this episode, Metadata’s Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing, explain why you need a strategic narrative, and clue us in on Metadata’s journey towards building one.

We also hear where narrative fits in with your company mission and vision, what to do with feedback, and why copy should inform design.

Find out:

• What a strategic narrative means and why you need one
• Why story should become your company strategy
• Why your narrative needs to be led by your CEO

Tune in to the full session to learn some tips on how to build your own strategic narrative.

0:00 – 0:29 Introduction

0:30 – 4:14 Metadata’s journey to build a strategic narrative

4:14 – 9:49 What is a strategic narrative?

9:49 – 10:50 Where a strategic narrative fits into a company’s mission and vision

10:50 – 12:20 Why your story should be your strategy

12:20 – 14:11 Why your narrative should come straight from your CEO

14:11 – 15:53 Using stakes, not problems, as the focus of your narrative

15:54 – 17:53 Why your narrative shouldn’t focus on you

17:53 – 29:11 Metadata’s process for focusing on a strategic narrative

29:11 – 31:50 Why it all starts with a narrative deck

31:50 – 34:21 How to deal with feedback

34:21 – 37:09 Building a strategic narrative framework

37:09 – 39:12 Important lessons from building a strategic narrative

39:12 – 42:53 Why your message needs to be consistent

42:53 – 43:47 What you need from your sales and marketing teams

43:47 – 45:14 Outro

Experimentation isn’t everyone’s idea of a party, but it’s a necessary part of the marketing process.

While some people are doing it, others are thinking about doing it, and the rest fall into the ‘can’t be bothered category’. That’s why Metadata’s Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing, share their experimentation framework along with a few tips in this episode.

Hear about the value of experimentation, and if you’re into acronyms, a full breakdown of their I.C.E framework.

Find out:

• What experimentation is and the part it plays in marketing
• A breakdown of Metadata’s experimentation framework
• Why marketers don’t experiment

Catch the full episode to arm yourself with all the information you need to build a solid experimentation framework, or read our blog post on The Framework You Need for Successful Marketing Experimentation: https://metadata.io/resources/blog/marketing experimentation-framework/

00:00 - 01-01 Intro

01:02 - 02:41  Jason’s prior experience with experimentation

02:42 - 04:37  Metadata’s definition of experimentation

04:38 - 07:22 The value of experimentation

07:23 - 08:33 The cost of not experimenting

08:34 - 12:25 How to set up experiments in a marketing team

12:26 - 14:29 The basis of Metadata’s experimentation framework

14:30 - 15:36 Why it’s important to start by identifying your gaps

15:37 - 16:40 Jason gives a brief breakdown of the I.C.E. framework

16:41 - 20:25 How to generate ideas for your experimentation framework

20:26 - 24:30 How to set up a hypothesis and a goal

24:31 - 28:40 How to analyze experiments once set up

28:41 - 35:33 Jason shares his experience running an experimental ad

35:34 - 39:17 How to properly recap at the end of an experiment

39:18 - 42:32 How to convince your CEO or VP of Marketing they need to experiment more

42:33 - 45:06 Why marketers find it hard to experiment

45:07 - 45:51 Outro

There are so many relationships you’ll need to build as a marketing leader. But the most important one by far is the relationship between you and your CEO. 

It goes way beyond “yes sirs and yes ma’ams,” and that’s what Jason Widup, VP of Marketing, and Gil Allouche, CEO at Metadata, discuss on this episode of Demand Gen U. 

Find out:

• What a healthy relationship between a VP of Marketing and a CEO looks like
• The importance of honesty and accountability
• How to jumpstart a solid relationship with your CEO

Check out the full episode for tips, advice, and real-life situations that’ll help bridge the gap between marketers and CEOs.

• 00:00 - 00:41 Intro
• 00:41 - 02:00 Jason and Gil set some context for their relationship
• 02:01 - 04:01 Gil talks about his background
• 04:02 - 07:16 What a healthy relationship between a Head of Marketing and a CEO looks like
• 07:17 - 11:13 How to build trust with your CEO
• 11:14 - 13:31 What causes an unhealthy relationship from a CEO’s perspective
• 13:32 - 15:26 What causes an unhealthy relationship from a marketer’s perspective
• 15:23 - 20:51 Common mistakes marketers make and why
• 20:55 - 27:30 How to jumpstart a good relationship with your CEO
• 27:31 - 31:03 The benefits of working closely with data
• 31:04 - 37:60 How to maintain the relationship from a CEO’s veiwpoint
• 37:61 - 40:36 How to maintain the relationship from a marketers perspective
• 40:37- 43:37 Gils advice for CEO’s and lead marketers
• 43:38 - 44:15 Conclusion