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How B2B Marketers Can Take Back Control of Their Time

Gil Allouche
CEO of Metadata

’That doesn’t work’ is never the right conclusion. It’s usually a false negative. It means we didn’t do something right.

Gil Allouche — co-founder and CEO of Metadata — joins Connor to discuss how his background in software engineering led him to co-found a marketing company. Learn about his approach to marketing experiments, the importance of scaling pipelines, and the surprising benefits of automating the technical and mundane tasks of B2B digital marketing.

Key Takeaways

  • Experiment to test assumptions and yield more ROI. You may have good baseline assumptions — the ideal customer profile, the right message, the best channel — but until you start experimenting, you don’t know if you’re right or not. Experimentation validates or invalidates those assumptions, and it also identifies the combination of variables with the most ROI.
  • Rethink email. When money is short, growth is stagnating, and it’s hard to identify channels with the highest ROI, email can be a great option. And it can grow your pipeline, especially if you reinforce the campaign with content, podcasts, and social media.
  • Invest in buyer intent signals. All customers, but especially B2B customers, investigate businesses before they buy. Invest in platforms that track and aggregate buyer intent. That data directs channel decisions, turns up leads, and helps you qualify prospects. That way, the sales team can focus on strong signals from people with spending authority.

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Watch the full interview below:

Gil Allouche is a software engineer turned data-driven growth marketer. He’s a co-founder and the CEO of Metadata — the marketing OS that eliminates repetitive marketing tasks and improves performance at the same time. An Inc. 500 company three years in a row, Metadata saves B2B marketers time on tactical execution and gives them more time to spend on high-value work like strategy and creativity.

Connect with Gil on LinkedIn –

Connor Dube is Chief Marketing Officer at Proven Content, an industry leader in B2B social selling and content strategy, Co-Founder of the Mile High Mentors Podcast, and Founder of B2B Mentors. Building his first business at seven, he’s gone on to create multiple companies and supporting his clients approaches to adding multiple 8-figures to their sales pipeline with his innovative approach to Social Selling. As a current leader in sales and marketing strategy for complex industries, Connor’s been featured in top podcasts, resources, and stages, including MSU Denver’s current sales and marketing curriculum.

Connect with Connor on LinkedIn: or email him at

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