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How Metadata Fundamentally Changed My Approach to B2B Marketing

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I used Metadata for the first time in 2021 when I worked at Armorblox (now a part of Cisco), and it instantly made me a better B2B marketer. Seriously: our lead-to-conversion rate increased by 15X and our cost per opportunity (CPO) went from $40k to $800. I was instantly hooked.