Demand Gen U Metadata.io

Get ready as we take a trip down memory lane… 
We’ve got a bit of a different episode for you this time. We’re sad to say that Jason, our VP of Marketing, will be leaving Metadata. So we thought this would be a great opportunity to look back at Metadata’s marketing highlights, challenges, mistakes, and fun stories from behind the scenes of DGU.  
Join us for a bittersweet farewell as we swap stories and sum up all the lessons we’ve learned over the past few years of Jason’s reign over the marketing team.  
This podcast will be taking a pause after this episode – so watch this space for updates!  
Find out: 
The DGU origin story How Jason hired Mark What we learned from our time running DGU
0:00 – 1:33 Intro 
1:33 – 4:13 Jason’s announcement  
4:13 – 5:35 How Jason found his first startup experience  
5:35 – 8:16 How working at Metadata compares to his previous roles 
8:16 – 12:56 The DGU podcast origin story 
12:56 – 17:13 The story behind Jason hiring Mark 
17:13 – 20:26 Metadata’s experiments with LinkedIn video 
20:26 – 24:03 Metadata’s LinkedIn strategy 
24:03 – 25:18 How Jason and Mark became the faces of Metadata  
25:18 – 32:56 How Metadata dipped its toes into marketing with celebrities 
32:56 – 36:31 How Metadata partnered with DGMG 
36:31 – 46: 20 Top moments from the marketing team’s retreat  
46:20 – 1:02:32 The not-so-great moments of marketing Metadata  
1:02:32 – 1:05:42 Goodbye from Jason  

We’d all love customers to have zero objections to buying from us, but overcoming sales objections is a key part of any sale.  
How we handle those objections makes all the difference between gaining a new customer and losing one.  
The truth is that sales objections are nothing to be afraid of. In fact, they’re a window into potential customers’ thoughts – and those thoughts can inspire great marketing content. In this episode of DGU, we talk about our own experiences with sales objections and how we turn that into valuable content to help win sales in the future. 
Find out: 
How we identify sales objections Ways to overcome them How to use objections for marketing content 
To learn more, check out the full episode for tips on turning sales objections into high-value content.  
0:00 – 4:46 Intro 4:46 – 8:08 What is objection handling? 8:08 – 10:57 Objections vs. competition in the market  10:57 – 12:24 How to decide which objections to address 12:24 – 15:41 Objections we’ve dealt with at Metadata  15:41 – 18:16 Why you need consistent responses to sales objections 18:16 – 20:19 How to talk about objections in Leadership meetings  20:19 – 24:15 How Metadata responds to objections in marketing  24:15 – 28:33 Content you can create from objections 28:33 – 29:07 Why we focus more on renewal rates than new sales  29:07 – 37:28 Recent content we’ve created from sales objections  37:28 – 39:30 How Metadata created a landing page to address sales objections  39:30 – 40:17 Outro 

The number one goal for demand gen marketers has always been generating pipeline and revenue. 
However, times are changing and more of us are now required to focus on staff retention. Given the economic climate, it’s understandable but, for many, it’s unfamiliar territory. 
So, where do we start? 
In this episode of DGU, Mark and Jason discuss how they’re prioritizing customer retention as a marketing team, what they do to try and improve retention and what they’ve learned along the way. 
Tune into the episode for a 101 on Net Retention Rate (NRR) and Gross Renewal Rate (GRR), why it’s a focus right now and an outline of Metadata’s approach. 
Find out: 
How to define NRR and GRR and why it’s important The challenges affecting NRR and GRR How Metadata prioritize customer retention 
0:00 – 0:27 – Introduction 
0:27 – 2:49 - Jason’s wacky episode idea 
2:49 – 4:37 - Customer retention is unfamiliar territory 
4:37 – 5:53- Let’s define NRR and GRR 
5:53 – 7:22 - Why NRR AND GRR? 
7:22 – 10:41 - Best-in-class retention 
10:41 – 18:03 - Why Metadata prioritize retention 
18:03 – 20:55 - The company’s number one goal 
20:55 – 28:59 - How Metadata are supporting NRR and GRR 
28:59 – 30:12 - Creating content that helps us overcome objections 
30:12 – 36:31 - Another funny story from Jason 
36:31 – 41:04 - Leveraging playbooks (and marijuana water) 
41:04 – 42:01 – Outro  

Every B2B marketing team is currently asking themselves the same thing... how do you adjust your marketing plan according to what's going on in the world right now? 
It's a chaotic time and having a plan is a great start. But what happens when you have to adjust that plan and then a few months later, have to adjust it again? It’s no easy feat, which is why in this episode of DGU, Mark and Jason cover one of Jason’s not-so-favorite topics… planning!  
Tune in to find out how the team at Metadata is approaching marketing planning in the current environment, mistakes they’ve made in the process, and how to say ‘no’ when you really have to.  
Find out: 
Why Metadata are taking another crack at their Q4 / Q1 plan How and why our goals have changed in the last six months What happens when you work on everything at once 
0:00 – 0:32 Intro  
0:33 – 1:49 Why Jason wants to go back to paper and pencils 
1:49 – 3:15 The question every marketing team is asking right now  
3:15 – 7:01 Metadata’s Q4-Q1 planning process 
7:01 – 12:20 Reworking the plan  
12:20 – 24:49 How to goals of the company have changed  
24:49 – 28:15 Guardrails Metadata have in place  
28:15 – 33:44  Level of effort and potential impact 
33:44 – 35:42 What happened when Mark stood in for Jason in a leadership meeting  
35:42 – 36:40 Outro 

A laser-focused approach to audience targeting is a must in today’s market. And with all the different tools out there that can collect data, we can really dig into the numbers to improve our targeting. 
In this episode of DGU, Mark and Jason revisit a topic they’ve covered before – how to target effectively and define your ICP with data. But we’ve made a whole bunch of changes at Metadata since that episode, and arguably, targeting is more important than it’s ever been. 
Tune in to hear Metadata’s approach to targeting, how it’s changed, and what tools we’re using to zero in on our target market.  
Find out: 
How we approached building targeting criteria How Metadata has evolved its targeting Why we started using Keyplay 
0:00 – 1:23 Intro 
1:23 – 5:51 How Metadata approaches targeting  
5:51 – 9:05 How to improve your targeting  
9:05 – 21:23 How we’ve built targeting lists and criteria in the past  
21:23 – 24:06 How data can help you personalize your outreach 
24:06 – 26:56 How the Metadata team has evolved its targeting  
26:56 – 31:12 How we’ve been using Keyplay 
31:12 – 36:46 Other tools we’ve been using for targeting  
36:46 – 37:23 Why you don’t need a lot of tech to do targeting effectively  
37:23 – 38:15 Outro  

Unless you’ve been living under a rock, times are tough for B2B marketers.
Every buying decision, whether it’s a new purchase or renewal, is under serious scrutiny right now. 
The best place to start for B2B marketers is to recession-proof your messaging. You need to make sure whatever your company sells is positioned as a must-have product or service in any type of economy.
On DGU this week, get an inside look at we’re adjusting our messaging in a down economy at Metadata.
Listen to the full episode to hear what Mark and Alex learned so far, or keep reading for the show notes.
PS give episode 13 of Demand Gen U a listen (How To Develop Your Positioning and Messaging (And Make It Stick) if you missed it last year
Find out: 
Why B2B companies need to adjust their messaging in a down economyWhen, where, and how to get started at your own companyHow to work with your Sales team on new messaging 
0:00 – 1:32 Intro 
1:32 – 4:31 Why many companies neglect to change their messaging  
4:31 – 5:42 How to define messaging  
5:42 – 7:06 What you need to think about when changing your messaging 
7:06 – 9:06 How to start tweaking your messaging  
9:06 – 11:58 Signs you need to rethink your messaging  
11:58 – 13:13 A quantitative look at company messaging  
13:13 – 14:41 Where to start  
14:41 – 16:21 Why Metadata is starting small with company messaging 
16:21 – 21:46 How to talk about messaging and ask the right questions  
21:46 – 23:58 How to account for non-traditional personas  
23:58 – 26:56 Testing out your new messaging  
26:56 – 30:56 How often you should revisit messaging  
30:56 – 32:21 Outro