Demand Gen U

In marketing, it’s not all about getting those shiny new customers. Tapping into your existing customer base to drive more demand is essential to ensure sustainable growth.

Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing at Metadata, dive into different ways to create demand with existing customers and Metadata’s strategy for doing so.

Find out:

• What customer marketing really means
• The importance of encouraging brand ambassadors
• Metadata’s approach to customer marketing

Listen to the full session to uncover how to drive demand with your existing customer base.

• 0:00 – 0:23 Introduction
• 0:24 – 4:47 How to define customer marketing
• 4:47 – 6:31 Why customer advocates and ambassadors are your secret weapon
• 6:32 – 9:54 Why you should focus on Net Retention Rate (NRR)
• 9:54 – 17:15 Metadata’s approach to customer marketing
• 17:15 – 19:11 Metadata’s approach to executive outreach and alignment
• 19:11 – 22:26 How to use a customer advisory board
• 22:26 – 24:22 Using exclusive content for existing customers
• 24:22 – 28:22 How to measure goals in customer marketing
• 28:22 – 30:09 Where community management falls into customer marketing
• 30:10 – 31:18 Outro

How can you measure the impact of unmeasurable leads and tactics? Dark social and the dark funnel are hard to both define and measure, but they could be a significant part of your leads and conversions.

Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing at Metadata, explore the concept of dark social and the dark funnel and what you need to know about them. 

Find out:

• What dark social and the dark funnel mean
• Why brands should focus on building trust and relationships
• How Metadata nurtures potential customers

Watch the full session to learn more about harnessing the power of dark social and the dark funnel.

• 0:00 – 1:07 Introduction
• 0:40 – 2:27 How to get clear on your ICP
• 2:27 – 8:23 The easiest ways to define your ICP
• 8:23 – 10:33 How to analyze your customer data
• 10:34 – 12:51 Why you should focus on the people to help identify your ICP
• 12:52 – 16:03 How to find customers that are a good fit based on the tools they already use
• 16:03 – 19:28 Looking at customer intent data sources
• 19:28 – 25:01 Why you need to find unique sources of data
• 25:02 – 28:27 What to do if you don’t know your ICP yet
• 28:27 – 32:58 How to start testing ICPs
• 32:59 – 35:50 How important audience size is
• 35:51 – 37:10 Roundup

If you'd like to learn more, reach out and schedule a demo: https://metadata.io/

Is everything in marketing about leads? Leads will only take you so far, so perhaps it’s time to shift your focus from lead building to actions that drive revenue instead. 

Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing at Metadata, explore how to move beyond just lead building and work closely with sales to improve your lead generation strategy.  

Find out:

• Why marketing should move beyond just lead building
• How to develop a good working relationship with sales
• How to measure the effectiveness of lead generation

Watch the full session to learn more about turning leads into real revenue.

• 0:00 – 0:33 Introduction
• 0:34 – 1:53 How Metadata introduced Jason to the idea of focusing on pipeline and revenue
• 1:53 – 4:03 How to not make the shift to pipeline and revenue
• 4:03 – 7:01 Jason’s experience of joining Metadata
• 7:01 – 11:45 How Metadata tried to drive demo requests
• 11:45 – 16:37 Why you should be closely aligned with your sales team
• 16:38 – 21:53 How to measure the right KPIs for lead generation
• 21:54 – 25:10 Small changes you can make before making a big shift towards pipeline and revenue
• 25:11 – 29:09 Can you measure gated content?
• 29:09 – 32:43 Are MQLs dead?
• 32:43 – 33:14 Why relationships in your team are crucial
• 33:14 – 34:26 Outro

What’s a campaign without a highly targeted audience to push it out to? 

Metadata’s Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing, give actionable advice on targeting your ideal audience effectively and ensuring you’re getting the most out of your campaigns.

Find out:

• How to define your ideal customer
• How to analyze data for your campaign targeting
• Different data sources you can use to seek out your ideal customers

Tune in to learn more tried-and-tested ways to define your target audience and deliver your campaigns.

• 0:00 – 1:07 Introduction
• 0:40 – 2:27 How to get clear on your ICP
• 2:27 – 8:23 The easiest ways to define your ICP
• 8:23 – 10:33 How to analyze your customer data
• 10:34 – 12:51 Why you should focus on the people to help identify your ICP
• 12:52 – 16:03 How to find customers that are a good fit based on the tools they already use
• 16:03 – 19:28 Looking at customer intent data sources
• 19:28 – 25:01 Why you need to find unique sources of data
• 25:02 – 28:27 What to do if you don’t know your ICP yet
• 28:27 – 32:58 How to start testing ICPs
• 32:59 – 35:50 How important audience size is
• 35:51 – 37:10 Roundup

If you'd like to learn more, reach out and schedule a demo: https://metadata.io/

Metadata’s Jason Widup, VP of Marketing, and Mark Huber, Director of Growth, share actionable strategies that help solve your pipeline problems in Demand Gen U, the new podcast by Metadata.

Combining their years of B2B marketing experience, Jason and Mark discuss ops, technology, analytics, brand, content, frameworks, failures, successes, and everything else you need to know to boost your growth marketing.

Tune in to develop your demand gen knowledge, become a better marketer, and get closer to revenue.

More from Metadata: https://metadata.io/