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How Metadata Fundamentally Changed My Approach to B2B Marketing

Metadata

APRIL 8, 2024

Seriously: our lead-to-conversion rate increased by 15X and our cost per opportunity (CPO) went from $40k to $800. A lot contributed to our low lead-to-conversion rate, but the Metadata team and I pinned most of the subpar results on the fact that we were aiming our ads at ebook downloads and passing those low-intent leads to Sales.

Cost per Lead 52
Cost per Lead CPO B2B Marketing Advertising Agencies 52
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How the Terminus Fall Release Shines a Light at the Top of the Funnel

Terminus

NOVEMBER 13, 2019

When I joined Terminus back in 2016, I announced my new position as CPO with a manifesto of sorts. Can sales and marketing coordinate campaign strategies at an account level or is the data needed obscured through unrelated contact and lead records siloed across disparate systems? The Light at the Top of the Funnel.

Top of Funnel 20
Top of Funnel Account Based Marketing Lead Ranking Marketing Qualified Leads 20
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