Whether it’s down to the pandemic or what’s happening in the world right now, buying Martech has changed. That’s why we’ve asked a seasoned salesperson to help us get to grips with these changes and what could be around the corner. Mark Huber, Head of Brand & Product Marketing, is joined by Kevin Young, Senior Director of Sales at Metadata, to discuss his career before Metadata, selling Martech in 2022 and why 90% of sales is down to luck and timing. Find out: How selling Martech has...

Many companies are pulling back spend right now…specifically for sales and marketing. But why is this happening and, more importantly, how can you maximize your advertising budgets even if they’re being reduced? In this Demand Gen U episode, Jason Widup, VP of Marketing, and Silvio Perez, Head of Product Innovation at Metadata, chat about what budget cuts mean for sales and marketing and provide top tips on dealing with them. Jason and Silvio explain why you shouldn’t short-change...

Analyst relations…a useful path to establishing your reputation, or an outdated, overpriced avenue not worth exploring? In this episode of Demand Gen U, Jason Widup, VP of Marketing at Metadata, is joined by colleague Alex Virden, Senior Product Marketing Manager, to discuss whether analyst relations are worth it in 2022. Jason and Alex break down analyst relations in layman’s terms, detail Metadata’s experiences with the Forrester Wave and outline the alternatives they are exploring to...

When starting a new marketing leadership role, it’s not always clear what you should focus on in those first 90 days. However, according to Holly Chen, VP of Marketing at Mosaic, it’s important to align expectations with your leadership team, address any fires that need to be put out, and focus on the quick wins. Holly joins Mark Huber, Head of Brand & Product Marketing at Metadata, in this special guest episode of Demand Gen U. Find out: What Holly was looking for when she joined...

Messaging is the string that ties marketing and sales together. It’s a crucial part of how brands come across to their audiences. But how do you balance now with the future when presenting your story? In this episode of Demand Gen U, Mark Huber, Head of Brand & Product Marketing at Metadata, is joined by Emma Stratton, Founder and CEO of Punchy. Emma provides her top tips on cutting through the noise as a brand and explains how to balance your present-day messaging with your brand’s...

Is traditional B2B marketing dead? With every brand out there reading from the same playbook, it’s harder than ever to stand out and grab your audience’s attention. So, what can marketers do instead? In this special episode of Demand Gen U, Mark Huber, Head of Brand & Product Marketing at Metadata, speaks with Adam Goyette, Founder of Curdis, about why the traditional B2B playbook should be tossed out. They explore some overlooked areas of marketing, common trends in online advertising,...

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 contentWhy and how you should get started...

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...

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 gameHow she defines...

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...

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...

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...

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...

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 importantWhich should you prioritize – gated content or ungated content?Why B2B marketing doesn’t always need to be formal To hear all 6 of...

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...

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 FacebookHow the nuances of social channels...

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...

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...

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 and 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...

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 and Product Marketing, and Jason Widup, VP of Marketing at Metadata, talk through seven vital questions Metadata uses to interview demand gen...

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 and 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...

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 and Product Marketing, Jason Widup, VP of Marketing, and Justin Simon,...

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 and 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...

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 and 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...

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 and 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...