Metadata Achieves 927% ROI and Generates $3.5M Pipeline with Qualified in 150 Days
Customer Company Size
Mid-size Company
Region
- America
Country
- United States
Product
- Qualified Conversations
- Qualified Signals
- Qualified for Outreach
- Qualified for Advertising
Tech Stack
- Salesforce
- Hubspot
- Outreach
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Revenue Growth
- Customer Satisfaction
- Productivity Improvements
Technology Category
- Platform as a Service (PaaS) - Connectivity Platforms
- Analytics & Modeling - Predictive Analytics
Applicable Industries
- Software
Applicable Functions
- Sales & Marketing
- Business Operation
Services
- System Integration
- Software Design & Engineering Services
About The Customer
Metadata is a pioneering company in the field of marketing technology, specifically designed for B2B marketers. Founded in 2015, Metadata has developed the first marketing operating system that leverages AI and automation to streamline technical and repetitive tasks. This allows B2B marketers to focus more on strategic and creative aspects of their work, ultimately driving more revenue. Metadata's platform automates various processes, from building target audiences to executing campaign experiments and optimizing campaigns for revenue generation. The company is deeply integrated with major platforms like Salesforce, Hubspot, and Outreach, enhancing its capabilities in automating and optimizing marketing efforts. Metadata's innovative approach has positioned it as a leader in the software development industry, particularly in the realm of marketing automation.
The Challenge
Metadata's website was their primary channel for pipeline generation, attracting around 35,000 monthly visitors. However, they faced challenges in providing an intuitive user experience and accurately identifying and routing qualified buyers to dedicated account owners for real-time conversations. Their previous solution, Drift, was unable to distinguish visitors or route them effectively to their assigned sales development representatives (SDRs). The chat experience was not optimal, as it asked the same qualifying questions to all visitors, regardless of their account tier. This led to a high drop-off rate of 70% and a low success rate in engaging visitors in actual conversations. Metadata needed a solution that could better identify valuable visitors and facilitate more effective sales conversations.
The Solution
Metadata turned to Qualified, a comprehensive set of technologies and processes designed to help B2B companies generate pipeline more efficiently. Qualified provided Metadata with a dedicated Salesforce-certified implementation consultant to develop a strategy that included segmenting website traffic to focus on high-priority visitors, using Salesforce data to automatically route visitors to their assigned reps, and personalizing experiences across high-intent pages. Qualified's Signals feature helped Metadata's account executives monitor website behavior and categorize accounts by trend, aiding in understanding buying intent fluctuations. The integration with Salesforce allowed for automatic routing of visitors to their assigned reps, enhancing the efficiency of sales interactions. Additionally, Qualified for Outreach enabled personalized email campaigns, and Qualified for Advertising allowed for targeted ads to high-intent buyers, optimizing ad spend and pipeline generation.
Operational Impact
Quantitative Benefit
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