How Zoom Increased Pipeline by 141% With MetadataONE
What Challenge Was Zoom Facing?
As Zoom expanded beyond its core video conferencing product into a full platform offering, the B2B marketing team faced a familiar scaling challenge: running paid campaigns across multiple channels while maintaining precise audience targeting. With a large total addressable market and multiple product lines, manually managing campaigns across LinkedIn, Facebook, and programmatic display was consuming significant time and budget without delivering the pipeline efficiency the team needed.
The demand gen team needed a way to reach the right enterprise buyers at scale, run more experiments simultaneously, and connect campaign performance directly to pipeline and revenue outcomes rather than vanity metrics.
How Did MetadataONE Help?
MetadataONE gave Zoom's marketing team the infrastructure to automate audience building, campaign execution, and budget allocation across channels from a single platform.
- MetaMatch audience targeting enabled Zoom to build precise B2B audiences based on firmographic and technographic data, then activate those audiences natively across LinkedIn, Facebook, and display channels.
- Campaign automation allowed the team to launch and manage experiments at scale, testing creative variations, audience segments, and offers simultaneously without manual configuration on each platform.
- Revenue optimization connected campaign data to CRM pipeline outcomes, enabling the team to shift budget toward the audiences and channels generating real revenue, not just clicks or leads.
What Results Did Zoom Achieve?
With MetadataONE managing their demand gen campaigns, Zoom achieved measurable pipeline growth tied directly to the platform.
- 141% increase in pipeline sourced through Metadata-managed campaigns
- Greater efficiency in campaign operations, freeing the team to focus on strategy and creative rather than manual channel management
- Clearer visibility into which audiences and channels were driving downstream revenue
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Frequently Asked Questions
How did Zoom use MetadataONE to increase pipeline?
Zoom used MetadataONE's audience targeting (MetaMatch), multi-channel campaign automation, and revenue optimization to reach the right enterprise buyers at scale and connect campaign performance directly to pipeline outcomes, resulting in a 141% pipeline increase.
What channels did Zoom run campaigns on with MetadataONE?
MetadataONE enabled Zoom to run coordinated campaigns across LinkedIn, Facebook, and programmatic display channels from a single platform, with unified audience targeting and budget allocation.
What is MetaMatch audience targeting?
MetaMatch is MetadataONE's proprietary audience technology that builds precise B2B audiences using firmographic and technographic data, then activates those audiences natively on paid channels like LinkedIn and Facebook for more accurate enterprise targeting.