Metadata.io raises $40M to build the first automated operating system for B2B marketers

In 2020, the global B2B e-commerce market size was valued at USD 6.64 trillion and is expected to reach $18.57 trillion by 2026, according to data by Facts and Factor. For a market of this size, reaching potential customers is a big challenge for B2B marketers. Now, one startup has made it its mission to put artificial intelligence and machine learning tools, which were only available to the big companies, in the hands of B2B marketers.

Enter Metadata.io, a Broomfield, Colorado-based tech startup that is building the first automated operating system for B2B marketers. Through AI and machine learning, Metadata frees B2B marketers from mundane and repetitive tasks so they can spend more time on the work that matters most: strategy, creativity, and experimentation.

Today, Metadata.io announced it has raised a $40 million Series B funding round led by Next47 and Resolute Ventures. This latest round of funding features participation from Gaingels, Mana Ventures, and over 30 prominent leaders in the Software as a Service (SaaS) space, including Jason Calacnis, Erik Matlick (CEO/Bombora), Mark Organ (Founder/Eloqua), Gary Nakamura (CEO/Firstup), Megan Yen (Head of Operations/Ramp), Brian Cooper (VP Demand/Juniper) and many others.

The fresh capital infusion will allow Metadata to develop a new software category while tripling down on its growth, and expanding its platform capabilities to meet its vision as the first operating system for B2B marketers.

Founded in 2015 by Asaf Shilat, Gil Allouche, and Yan Manevich, Metadata is an autonomous demand generation platform that automates the most critical but often tedious tasks in marketing to help companies efficiently scale their demand generation efforts. Through machine learning, a proprietary corporate-to-personal identity graph, and automatic optimization to revenue KPIs, Metadata’s platform. Metadata’s customers include B2B marketers at Zoom, Okta, and ThoughtSpot.

In 2021, the Metadata platform executed nearly $50 million of digital spend for over 150 customers across Facebook, LinkedIn, Google, Quora, and Display, resulting in over $130 million in the marketing-sourced pipeline and over $2 billion of influenced pipeline,” said Gil Allouche, Metadata CEO. “No other technology was able to provide this amount of efficiency for B2B marketers. This funding validates the market demand for our technology and will help us develop this technology further.”

Matthew Cowan, General Partner at Next47, views Metadata’s loyal customer base as a strong indicator of future success. “When speaking with dozens of Metadata customers, it was clear that Metadata is a vital part of their operations. Metadata’s commitment to their customers is evident in their growth and the tangible results they’ve provided B2B marketers,” said Cowan. “Their vision of building the first operating system for B2B marketing is exactly what this industry needs. As we were looking to make investments in truly disruptive marketing technologies, Metadata’s vision, combined with their current performance, and future trajectory, is what compelled us to lead this round of funding with them.”

Raanan Bar-Cohen, founding partner at Resolute Ventures, who led Metadata’s Series A round, has seen, firsthand, the impact Metadata is having on its customers.

“We’re not surprised by Metadata’s consistent ‘up and to the right’ trajectory,” said Bar-Cohen. “Gil and his team have shown a commitment to technology innovation and customer obsession, in a space that is busy with undifferentiated tech. Metadata has a true passion for making life easier for B2B marketers and has a track record of delivering capabilities that truly reduce the task load on B2B marketers while maximizing marketing performance – and that dedication is what will continue to allow their team to define their category as a new kind of operating system for B2B marketers.”

Running paid campaigns creates too many technical, mundane, and repetitive tasks for B2B marketers to keep up with today. Through AI and machine learning, Metadata frees B2B marketers from having to manually do these tasks so they can spend their time on the work that matters most: strategy, creativity, and experimentation.