Great news for Eloqua users, the ABM automation platform Metadata has announced an integration, giving Oracle users access to their account-based advertising engine.

The ABM technology stack problem

One of the biggest issues we see when clients embark on an ABM project is choosing the right technology stack. It tends to dominate the conversation, when we should really be talking about, you know, the actual strategy the technology will enable.

But this is understandable: there’s an overwhelming amount of choice, and sometimes it’s not exactly clear what each tool does.  Remember when you first purchased your automation system? The intoxicating promise that the tool you’re about to buy can do absolutely everything you dreamed of, coupled with the creeping understanding that you don’t really have a grasp on which of those features you would actually use? ABM platforms provide a similar issue, clients know they want to trial an ABM approach, but the level of technical organisation seemingly required can kill the initiative before it’s even started.

It can feel like you need a complete overhaul of existing systems, and abandon the channels, skills and techniques you’ve already spent a decade developing. If you find yourself in this position, take a look at Metadata. We love how simple it is, and it allows you to continue using your existing technologies and channels without committing to a giant, white-elephant technology platform that drains your budget and resources. It just sits in the middle of your existing technologies, and ties them all together through an ABM focus.

How refreshingly simple

What Metadata does

Metadata gives you the full suite of account based advertising tools:

• Generate target account lists based on existing CRM data, and offers bolt-ons for intent based list building
• Integrates with Linkedin, Facebook and display for campaign channel outreach
• Demographic, firmographic, retargeting, technographic, IP and cookie based targeting options
• Lead data enrichment
• The killer for us? Metadata offers a quarterly pricing plan, so if you’re running an ABM pilot campaign, you’re not committing to a full year-long contract without knowing exactly what you’re getting yourself into
• Integrations already exist with Salesforce, Hubspot and Marketo, now Eloqua users can get in on the action

This is great news, as we work with clients who use Eloqua, and while it’s an incredibly powerful tool, it can be clunky and difficult to manage when integrating an ABM strategy. It can feel like you need a degree in astrophysics just to set up a basic nurturing campaign.

Existing add-ons for ABM are available for Eloqua, but Metadata centralises almost everything you need into one place. Metadata’s new integration allows Eloqua users to use it’s platform to orchestrate large-scale ABM social advertising campaigns across social and display, and feeds that information back into your automation platform; pushing inbound leads from target accounts into ABM lists automatically; and optimising campaigns based on where users are in the ABM pipeline.

While Metadata doesn’t offer feature like personalisation at this time, it’s a great tool for users looking for a way to get started with ABM in a cost effective, manageable way, that integrates with your existing tech stack. Giving you more time to get your strategy right and your campaigns running, without having to spend 17 years umming and ahhing about which platform you should use.

Bern & Gray is a boutique agency specialising in designing, implementing and deploying account based marketing and martech strategies for clients in B2B and professional services. If you are looking to launch an ABM strategy and need advice on the when, hows and whys, contact us at hello@bernandgray.com