Instruqt Replaces Its Agency With MetadataONE to Build a Full-Funnel Engine

The Challenge: Ad Spend Without a Funnel

When Tyler Crumpler joined Instruqt as Director of Demand Marketing, the company's paid programs were generating noise — not pipeline. $30,000 per month in ad spend was producing fewer than 10 leads.

The agency was running only bottom-funnel "Request a Demo" ads with no audience nurture path. Reporting lived in static spreadsheets, disconnected from Salesforce. Each campaign launch took a week or longer, stalling any ability to test or iterate.

"They were jamming demos down people's throats. There was no top-funnel strategy, no understanding of the buyer journey. We needed to start over."
— Tyler Crumpler, Director of Demand Marketing, Instruqt

The Solution: A Technology-Powered, Full-Funnel Model

Tyler replaced the agency with MetadataONE's hybrid platform + managed services model to build a modern B2B funnel from scratch — one driven by automation, segmentation, and measurable outcomes.

• Persona-based targeting: Created audiences for marketers, sales engineers, and developers — each with tailored messaging and creative
• Top-funnel education: New campaigns promoted ungated, value-first content (interactive product tours, guides, thought-leadership posts) to build trust before the demo ask
• Mid-funnel retargeting: Engaged users funneled into nurture sequences highlighting customer proof, ROI stats, and live workshop invites
• Bottom-funnel conversion: Automated demo and trial promotions integrating Salesforce data to dynamically target high-intent accounts
• Cross-channel orchestration: Unified Google, LinkedIn, Meta, and Reddit under one system — optimizing toward pipeline, not just clicks

"Metadata lets us build the entire customer journey in one place. I can target people who've visited certain pages, tailor ads by persona, and track it all back to Salesforce — it's the holy grail of B2B advertising."
— Tyler Crumpler, Director of Demand Marketing, Instruqt

The MetadataONE team flew onsite to co-design the funnel strategy, map audiences, and translate Tyler's brand vision into an always-on performance machine. Campaign launches went from 1-2 weeks to same-day.

"They came out here, locked in a room with us for two days, and we rebuilt everything. They act like teammates, not vendors — they know my ICP better than most in-house hires."
— Tyler Crumpler, Director of Demand Marketing, Instruqt

The Results: Pipeline That Scales Itself

Instruqt's new full-funnel engine delivered immediate and sustained performance gains:

• Cost per Lead: -94% year-over-year
• Leads from Paid Ads: +139% year-over-year
• Advertising Pipeline: $522,000
• Time to Launch: 10x faster
• Time freed weekly: 20+ hours in manual campaign ops

"In our first month, CPL dropped 88%. The next month it dropped 99%. We went from spending $30K for eight leads to generating hundreds of thousands in pipeline. It's the best ad performance I've seen in my career."
— Tyler Crumpler, Director of Demand Marketing, Instruqt

With MetadataONE automating execution, Instruqt's lean three-person marketing team now focuses on strategic growth areas — ABM, BDR enablement, and brand amplification. They eliminated agency costs while improving output, with full Salesforce integration for end-to-end visibility from ad click to closed-won.

"It makes zero sense to go back to a traditional agency. Metadata gives you better people, better technology, and better results — for less money."
— Tyler Crumpler, Director of Demand Marketing, Instruqt