Demand Gen U goes deep on one topic to bring you actionable, no fluff B2B marketing lessons we've learned along the way. In each episode, the Metadata team shares their successes (and failures), plus teach you what they’re doing to drive results. Get practical frameworks, tactics, and ideas you can immediately apply in your role.
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
16 May 2023
Turning Sales Objections Into Marketing Content
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
2 May 2023
Prioritizing Customer Retention as a Marketing Team
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
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18 ratings
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