How MetadataONE Helped Pendo Scale Campaign Production 3x and Generate $5M in Pipeline

The Challenge

When Mackenzie assumed leadership of digital marketing at Pendo, the organization operated at rapid velocity. The team could not maintain pace using native ad managers across LinkedIn, Meta, Reddit, Google, DSPs, YouTube, and CTV.

Campaign volume, creative tests, copy variations, and audience segments grew continuously. Expansion beyond the CPO persona into CIO and CRO markets required reaching new decision-makers with distinct buying processes. Hours were spent manually configuring campaigns across multiple platform interfaces, and attribution of ad influence to pipeline remained unclear.

"We're held to a specific pipeline number from advertising every quarter, and Metadata gives us the confidence we can deliver against it."
— Mackenzie, Director of Digital Marketing, Pendo

"We are a test first company. But testing at scale is impossible when your team is stuck in campaign setup all day."
— Mackenzie, Director of Digital Marketing, Pendo

The Solution

Pendo adopted MetadataONE early and discovered value extended far beyond speed to encompass scale. The platform became Pendo's central experimentation engine for rapid creative validation and concept testing.

• 3x faster campaign builds — complex campaigns launched in under one hour
• Significantly more experiments with existing headcount
• Cross-persona testing across new buying centers (CIO, CRO)
• Automatic budget optimization toward performing initiatives
• Clean attribution connecting campaign to lead to opportunity to pipeline

"My team can build campaigns in minutes. Without Metadata, the same campaign structure would take multiple hours."
— Mackenzie, Director of Digital Marketing, Pendo

The team reallocated time toward strategy development, campaign optimization, creative performance analysis, audience insights, and cross-functional funnel guidance for SDRs, content, design, and leadership.

"We can test dark mode versus light mode. We can test CPO versus CIO messaging."
— Mackenzie, Director of Digital Marketing, Pendo

The Results

MetadataONE transformed Pendo's demand gen operation with measurable results across pipeline, efficiency, and strategic impact:

• $5M+ in influenced pipeline from MetadataONE-managed campaigns
• 32,000+ net new leads generated
• 3x faster campaign creation timeline
• Team of 2 operating at six-person capacity
• 2x improvement in return on ad spend across key channels
• 70% reduction in manual campaign work

"Being able to say that this specific campaign influenced this opportunity is extremely valuable."
— Mackenzie, Director of Digital Marketing, Pendo

Real-time reporting and funnel alignment elevated confidence from the CMO and CFO, building a measurable renewal business case with quantified revenue influence. Creative and messaging insights were shared organization-wide across the GTM team.

"Metadata is more than a tool; it's a strategic partner. We've driven over $5 million in influenced pipeline, generated 32K+ net-new leads, and tripled our campaign output with the same team. Metadata helps us move fast, and that's how Pendo wins."
— Mackenzie, Director of Digital Marketing, Pendo