Metadata.io

Helping marketers deploy campaigns at scale

Metadata.io is an AI platform that deploys campaigns at scale to deliver inbound leads for sales teams – the first autonomous demand platform for B2B marketers. They leverage AI as a service backbone to scale for B2B multivariate ad testing, giving them a unique space to play in.

Problem

Metadata had just completed a strategic repositioning of their brand voice and messaging framework. At this point in their growth, they were ready to launch a website that could reflect their identity and would offer greater flexibility and control, as their teams could easily manage and expand their content.

"We wanted to have a design and content that marketers would expect to see."  
Jason Widup, VP Marketing

Solution

For this project we collaborated closely with Metadata. They had already carried out extensive user research and strategy, but were needed assistance to bring their vision to life and introduce a fresh perspective from outside their organization.

Creating a more customer-centric platform to marketers

Companies like Zendesk, Splunk, G2, and Engagio use Metadata to generate demand for their sales team. We wanted to have a design and content that marketers would expect to see of a SaaS site. With this audience in mind, we designed in a way that our users are familiar with – the way they consume media and the way that they're going to use our product and services.

After discovering a plethora of sites marketers are familiar with and what tools they feel comfortable using, we took these examples as inspirations to leveraging a strategy & site structure to these brands to help users adapt to Metadata website. In doing so, this allows us to focus on shifting from gated content to writing value propositions that map out the key aspects of the product.

Who is this functionality for?
What should we create?
Why is it valuable to the user?
How can we intentionally market a customer-centric platform to marketers?
How may we create meaningful ways to resonate to their pain points & deliver value?

Design decision rationale

A good website redesign has to be a careful balancing act between making the client happy and staying true to the company brand, while also making website visitors happy and achieving business results such as visitor traffic and lead conversion.

  • Backgound contrast: this is a common trend for mid market to enterprise level products. From experience of heat maps, scroll maps, user engagement, research shows that background contrast keeps users scrolling & keeps them on the page longer.
  • Illustrated product shots: augmented, zoomed in components of the Metadata’s platform better tells how Metadata works. This brings product imagery onto the homepage instead of a lead gen approach. Show, don’t tell.
  • Social proof & case Study: combine quote & success metric.
  • ABM Pain Points are Metadata’s product pillars! We aim to create product shots / iconography to support each of these feature sets.
"The site structure and hierarchy is a 15 minutes of a sales call all on the homepage"
Mike Smith, Contractor

Building a website

Wix limitations prevented delivering features and tags on their site and Metadata changing to a platforms that would be more robust. Wordpress is an application that allows teams to build and edit responsive websites within a browser based visual editing software. This allowed the Metadata team have the foundation to grow their customer base and content strategy without requiring developers to make even small changes to the website.

The result

After a month of agile work, we successfully launched a home landing page website using Wordpress. A good website redesign has to be a careful balancing act between making the client happy and staying true to the company brand, while also making website visitors happy and achieving business results such as visitor traffic and lead conversion.

Thanks to our successful first collaboration, we have established an ongoing working relationship with Metadata to provide further design support for additional pages of the website.