How MetadataONE Enabled Gainsight to Scale Demand Gen and Drive $6 Million in Pipeline

The Challenge

Gainsight's marketing team faced pressure to leverage AI and automation to eliminate routine, repetitive processes while freeing human capital for strategy and high-touch customer experiences. Pipeline targets and performance expectations remained unchanged, creating a significant resource constraint.

Without automation, the team struggled with campaign builds that consumed hours per channel, budget optimization that required constant manual monitoring, and impractical testing at scale. Each campaign manager had unique requirements for pacing, performance, and reporting.

"It was impossible to scale this job without automation. We simply couldn't throw enough people at growing our digital programs while continuing to invest elsewhere."

The Solution

Gainsight implemented MetadataONE as the foundation for paid media operations, transforming how campaigns were built, optimized, and measured:

• Campaigns built in minutes instead of hours
• Guardrails preventing overspend
• Automated and AI-driven budget optimization
• Rapid creative and copy testing
• Full visibility into campaign-to-pipeline influence

"They took 70% of the manual execution off our plate. That gave our teams time back to focus on strategy, performance, and what drives revenue."

The result was a reallocation of over half the digital team to strategic initiatives, scaled testing and learning programs, and proven influence tied directly to pipeline.

The Results

With MetadataONE powering their demand gen engine, Gainsight achieved transformative results across pipeline, cost savings, and team efficiency:

• $6 million in pipeline triggered and influenced in the last 12 months — fully trackable and attributable within the platform
• $60,000 annually saved through the Bid Agent alone
• $40,000 saved since April from automated optimizations
• Campaign creation reduced from hours to minutes
• Over half the digital team reallocated to strategic initiatives

"We are not guessing anymore. We know what works. And we can prove it."

Improved audience segmentation and targeting precision led to higher conversion rates, cleaner campaign delivery, and better alignment with sales and SDR insights.

"Metadata generated millions in pipeline. It not only made us efficient. It made our entire function stronger."