In this episode of the Martech Minute, we speak with Gil Allouche, founder and CEO of San Francisco-based Metadata.io, which is using machine learning and artificial intelligence to improve account targeting and conversion rates for B2B companies.

Q: On your website you talk about “closed-loop account based marketing.” What is the Metadata.io platform and what does that mean for B2B marketers?

Gil Allouche: So for B2B marketers out there who want to deploy account-based marketing today, they have a challenge of putting together the right technology stack in order to actually execute on something like that, you know – you have to have a vendor for your buyer insight, you have to have a vendor for your data source and third party data, then you have to have a vendor for actually executing email and advertising campaigns.

Metadata.io is the only solution out there that is combining insight data and campaign execution in one platform. We call it closed-loop because we’re connected to your Salesforce.com and your marketing automation and we’re also connected to all of your ads accounts. So, we start from a very accurate point to begin with because we scan your CRM data, we enrich it and analyze it in order to tell you who is your ideal customer profile, but from a company perspective as well as a persona or personas perspective. Then we generate a list of companies based on your named accounts, based on your profile, based on buyer intent, so on and so forth.

Then we have a simulation engine. It essentially generates hundreds of experiments per month on your behalf to essentially try to fine tune your marketing and your paid media so we try to see which of your assets work best with what audiences, on what channels, using what messaging and positioning, using what creative.

We try hundreds of those permutations in order to essentially achieve the twenty eighty so that the net result from working with a solution like Metadata.io is getting a few months into a place in which you have a very predictable demand generation engine, in which you know if you spend X amount of media budget and you use those three particular offers – white paper and eBook and webinar assets – then you should expect these hundreds of marketing qualified leads. And you know more or less what’s going to be the lead-to-opportunity conversion because it already happened numerous times.

Q: On your site you talk about machine learning, and obviously artificial intelligence is a hugely hot topic right now so – so where does AI or machine learning fit into your platform?

Gil Allouche: We use machine learning and some modified statistical analysis models and AI in multiple places in the platform. We start from a very accurate place already because we essentially run machine learning to classify and cluster your ideal customer profiles, so we start by using machine learning when we analyze the enriched data set from your CRM in order to tell you “here are the three groups of companies that you have sold to successfully in the past, and here are the six stakeholders or personas that we have identified in your CRM. That’s the first use of machine learning. And then the second piece in which we use AI is in the simulator in which we essentially do multivariate testing. We say let’s generate all the different permutations of collateral, channel, audience – you know: budget, message, creative, so on and so forth, in order to find the best combination that leads to 80% of your pipeline. And so that simulation engine is the second piece in which we use artificial intelligence.

Q: Who are you targeting with the Metadata.io platform, and who’s the typical user of your platform in a B2B marketing organization?

Gil Allouche: A classic ICP ideal customer profile for Metadata.io is B2B companies $25 Million and above with a complicated sale – usually the internet, software, or computer hardware companies. But we also have real estate and financial services companies using our platform. Then the persona who is buying our platform is anything from the VP Marketing, Director of Marketing, even CMO from an attribution perspective. The person who usually uses our platform is the VP of Demand Generation, Director of Demand Generation, Marketing Programs or Digital Marketing Manager.

Q: You said the Metadata.io platform is plumbed in with the marketing automation system and into your CRM, so you don’t have to manually transfer data back and forth?

Gil Allouche: That’s right, so every so you know when you work with Metadata.io you get a dashboard in which you can see all the target accounts that we’re targeting, how many were matched, how many of them have being able to engage, impressions, clicks, conversions, etc. Even if its anonymous traffic and they haven’t actually converted, we still give insight. But because we’re connected to Salesforce.com or Microsoft Dynamics CRM or others, and with the marketing automation platform, we essentially push all the leads up to enrich them to your marketing automation. We then pull back data like the marketing automation score, the impact of that particular lead on your opportunities, and that’s how we actually recalibrate the model automatically.

Q: What’s the best way for folks to learn more about the Metadata.io platform? Is there a free trial?

Gil Allouche: The best way to engage with Metadata.io is to submit a request for a demo through the website or contact me directly. We have a six-month pilot engagement. It’s a paid engagement, however it’s very narrowed down to assess the impact that Metadata.io can have on your pipeline. So we do the six months engagement as kind of an initial stage.

Thanks for viewing this installment of the Martech Minute! If you’d like to learn more about how Metadata.io is using machine learning and artificial intelligence to enable closed-loop account-based marketing, visit their website at www.metadata.io.

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