Metadata.io, the marketing operating system for B2B, announces the results of its commissioned Total Economic Impact™ (TEI) Study conducted by Forrester Consulting, a leading global research and advisory firm. The study found that an average Metadata customer experienced benefits of $5.4M over three years versus costs of $2M, adding up to a net present value (NPV) of $3.26 million and a risk-adjusted ROI of 149%.
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The enterprise-wide analysis and metrics based on a 3-year projection provide readers with a framework to evaluate the financial impact of Metadata on marketing performance. Interviewees reported being able to run dozens of experiments per ad campaign and automatically use the results to optimize their budget across the top-performing variations. This was reflected in lower costs per marketing qualified lead (MQL), and in the growth of their marketing-influenced pipelines.
“Forrester’s findings confirm the impact Metadata has on automating and consolidating thousands of hours of manual effort while improving marketing performance against pipeline and revenue. Our platform automatically launches ads, optimizes them and reallocates ad budget according to revenue impact, not just standard ad metrics,” said Gil Allouche, CEO of Metadata.io. “With Metadata, marketers can pay back their initial investment in under six months, as well as increase their available ad budget by 18% by using Metadata to reduce the operational agency spend to manage their campaigns.”
The interviewees noted how their organizations were no longer held back by the need to duplicate campaign setup and reporting efforts multiple times across separate platforms. Running different ad variations or targeting different audience segments requires a lot of setup time, and the study finds Metadata has allowed them the ability to experiment and scale marketing efforts rapidly.
In addition to discovering ROI and revenue potential, the composite organization reported further key findings, including:
- Additional Revenue Gains – Over $7.5 million in additional revenue generated through advertising, leading to $2 million in increased profit
- Time Savings- $2.8 million in time savings per year in campaign setup and reporting with a 94% decrease in time spent on campaign setup and campaign reporting
- Hiring Contractors- Saved $657,000 over three years by avoiding the need to hire contractors to manage a portion of its digital media buys
One organization shared that its conversion rate from leads to MQLs improved from 42% to 75% after one year, indicating that Metadata delivered not just more leads but also more high-quality leads. While another organization reported $4 million in closed/won business since their move to Metadata two years prior due to Metadata’s ability to track individuals through the pipeline, from lead to influenced or triggered opportunity to closed business.
The study builds on recent momentum with the company’s announcement of $40M in Series B Funding in March 2022, helping to expand platform capabilities to meet its vision as the first operating system for B2B marketers. The company recently acquired real-time web optimization and personalization platform, Reactful, further helping B2B marketers convert existing site traffic to revenue. Metadata also held its second annual virtual DEMAND event for B2B marketers in October, securing over 7,000 participants and launching the first ever DEMAND Community, connecting B2B marketers across industries and growth stages offering strategy and peer support.