B2B Targeted Marketing: Primer vs. Metadata Platform
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B2B Targeted Marketing: Primer vs. Metadata Platform
Should you opt for Primer or Metadata’s MetaMatch platform? Let’s compare their features, match rates, and use cases.
May 26, 2023
April 18, 2023
Table of Contents
Primer vs. Metadata Platform: Use Cases
GTM teams frequently try to capture more of their TAM using a rough definition of their ideal customer profile (ICP), a bunch of data lists, disparate tools, and non-unified sales and marketing activities. Primer helps create a quantitatively-defined ICP that lets sales and marketing teams go after the same companies and people at the same time.
Your ICP, of course, will evolve as your company evolves. You’ll launch new products. You’ll move up or down the market. And that’s where Primer continues to be valuable because we will help you identify that next tranche of audiences to focus on.
Connect your CRM and feed conversion data into Primer. It will be analyzed and enriched with market intelligence, intent signals, and contact info so that you can Identify - > Align - > Activate across all channels.
Primer is tailored for continuous audience research, evolving ICP definition, and audience reach across paid social and email/outbound channels. Primer empowers teams to go deep into their specific target markets.
Metadata.io, on the other hand, focuses on automation versus precision. It is better suited for paid advertising teams looking for digital ads management and experimentation based on generic, broad-based ICPs.
Primer vs. Metadata Platform: Key Targeted Marketing Functionality
Since both Primer and Metadata’s MetaMatch Platform offer data enrichment and audience building for b2b advertising, it might seem like they’re similar in their functions and use. That’s not true, however, as their different focus and philosophies about achieving customer growth make them completely different tools with some overlapping – but not identical – features.
Paid campaigns automation
Analysis of your closed-won deals to create data-driven ICP
Primer vs. Metadata Platform: Audience Targeting Capabilities
Audience targeting capabilities largely depend on:
Quality, volume, type, and freshness of data from the combination of data providers that underpin the platform.
Available filters for you to build broad audiences, niche audiences, or any specific audience to target your ICP.
How well you can reach your audience across a variety of channels, as well as the match rates that you can get on different channels.
How easily you can use the audiences you’ve created, which also includes the ability to easily export data and take it to other platforms.
Let’s compare Primer versus Metadata platform according to all these parameters.
Metadata.io / MetaMatch
Facebook Match Rates
60% – 80%
30% – 48%* *According to Metadata’s website
LinkedIn Match Rates
70% – 90%
45% – 71%* *According to Metadata’s website
12+ high-quality B2B data sources that when stacked on top of each other allow for deep and broad coverage. Primer draws data in real-time from each provider, ensuring it is up to date.
Base data set:
People Data Labs
Static, proprietary database. Only underlying data sources revealed are:
*According to Metadata’s website
Hundreds of filters, including filtering by:
Company activities and intent:
Social media followership change
Any field from Hubspot or Salesforce CRM
The filters depend on which audience type out of the available 15 you selected to build a new audience.
Mainly focused on Company filters and Contacts filters:
Promotes the use of existing audience templates for targeting criteria reuse and semi-automation.
Channels for Audience Activation
10+ channels, including:
4 primary channels:
Data Ownership and Export
Full data ownership:
Push the audiences to ad platforms
Send audience data to CRMs
Export audiences as CSV to ingest into any tools or share with sales as needed for outbound or direct mail campaigns.
No data ownership:
Data restricted to Metadata platform
Can’t export data for outside of the platform’s use.
Why Marketers Need Audience Targeting with B2B Data Enrichment Capabilities
If you’re not talking to the right people, your creative optimization doesn’t matter because even if a prospect clicks, they won’t convert. Starting with audience optimization makes more sense because any creative optimization you do is more efficient since you’re talking to the right people.
When native targeting is not enough, the B2B data enrichment and audience building tools come to the rescue to make sure you’re talking to the right people.
The main features of such an audience builder should include:
Access to broad and niche targeting data by combining data from multiple data providers
Lead enrichment and qualification
Audience deployment and export
A variety of filters, including the common ones like annual revenue, funding, headcount, and industry, as well as signal data like Instagram followership change.
But which audience targeting tool should you opt for? In fact, while Primer and Metadata’s MetaMatch platform both offer audience targeting, they have very different approaches to targeted marketing.
Primer vs Metadata Platform: Different Vision and Approach to Targeted Marketing
Primer was created as an improvement upon multiple in-house data engineering tools that a lot of B2B go-to-market teams were building to stitch together data sources and deploy them in various ways.
MetaMatch emerged as a personal-to-corporate data match tool within the Metadata platform. Metadata’s primary focus is paid campaign automation and experimentation, with the main features related to campaign management, A/B testing for creative optimization, and budget controls.
The Growing Need for More Targeted Marketing in B2B
The competition for B2B executives’ attention is growing: 54% of salespeople think today it’s harder to get in front of potential customers than five years ago.
Not only is it harder, but it’s also more expensive: The US B2B advertising expenses have been steadily growing from nearly $26 billion in 2021 to projected B2B advertising spend of over $30 billion by 2023.
And your tactics need to be multichannel and diverse: While email marketing is still the most implemented B2B tactic, 84% of B2B executives use social media as a source for purchasing decisions.
Add to this the common challenges for every B2B ad campaign:
Lack of data readily available for building an audience to target a specific customer persona.
Low match rates, low CTR, and low volume of quality leads.
High CPL as a result.
Basically, the success of your B2B campaign is directly related to how well you can identify your highest-value prospects (not only by standard people and companies data but also by specific intent signals). The most challenging part is then maximing your ability reach those high fit, high intent targets across all channels. And that’s where Primer shines.