Demand Gen U – Details, episodes & analysis

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Demand Gen U

Metadata.io

Business

Frequency: 1 episode/8d. Total Eps: 65

Demand Gen U goes deep on one topic to bring you actionable, no fluff B2B marketing lessons we've learned along the way. In each episode, the Metadata team shares their successes (and failures), plus teach you what they’re doing to drive results. Get practical frameworks, tactics, and ideas you can immediately apply in your role.

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Apple Podcasts

🇨🇦 Canada - marketing
20/08/2026
#40
🇫🇷 France - marketing
20/12/2025
#87
🇫🇷 France - marketing
19/12/2025
#58
🇫🇷 France - marketing
18/12/2025
#61
🇩🇪 Germany - marketing
04/06/2025
#78
🇨🇦 Canada - marketing
26/02/2025
#83
🇨🇦 Canada - marketing
11/02/2025
#92
🇨🇦 Canada - marketing
10/02/2025
#51
🇩🇪 Germany - marketing
05/02/2025
#88
🇩🇪 Germany - marketing
18/11/2024
#71

Spotify

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Shared links between episodes and podcasts

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https://metadata.io/
6 shares
https://metadata.io/resources/demand/
4 shares
https://www.content10x.com/

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Score global : 68%

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The Last Class of Demand Gen U… for Now

Episode 64

Tuesday, May 30, 2023 • Duration 01:05:41

Get ready as we take a trip down memory lane…

We’ve got a bit of a different episode for you this time. We’re sad to say that Jason, our VP of Marketing, will be leaving Metadata. So we thought this would be a great opportunity to look back at Metadata’s marketing highlights, challenges, mistakes, and fun stories from behind the scenes of DGU.

Join us for a bittersweet farewell as we swap stories and sum up all the lessons we’ve learned over the past few years of Jason’s reign over the marketing team.

This podcast will be taking a pause after this episode – so watch this space for updates!

Find out:

The DGU origin story
How Jason hired Mark
What we learned from our time running DGU

0:00 – 1:33 Intro

1:33 – 4:13 Jason’s announcement

4:13 – 5:35 How Jason found his first startup experience

5:35 – 8:16 How working at Metadata compares to his previous roles

8:16 – 12:56 The DGU podcast origin story

12:56 – 17:13 The story behind Jason hiring Mark

17:13 – 20:26 Metadata’s experiments with LinkedIn video

20:26 – 24:03 Metadata’s LinkedIn strategy

24:03 – 25:18 How Jason and Mark became the faces of Metadata

25:18 – 32:56 How Metadata dipped its toes into marketing with celebrities

32:56 – 36:31 How Metadata partnered with DGMG

36:31 – 46: 20 Top moments from the marketing team’s retreat

46:20 – 1:02:32 The not-so-great moments of marketing Metadata

1:02:32 – 1:05:42 Goodbye from Jason

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Turning Sales Objections Into Marketing Content

Episode 63

Tuesday, May 16, 2023 • Duration 40:17

We’d all love customers to have zero objections to buying from us, but overcoming sales objections is a key part of any sale.

How we handle those objections makes all the difference between gaining a new customer and losing one.

The truth is that sales objections are nothing to be afraid of. In fact, they’re a window into potential customers’ thoughts – and those thoughts can inspire great marketing content. In this episode of DGU, we talk about our own experiences with sales objections and how we turn that into valuable content to help win sales in the future.

Find out:

How we identify sales objections
Ways to overcome them
How to use objections for marketing content

To learn more, check out the full episode for tips on turning sales objections into high-value content.

0:00 – 4:46 Intro
4:46 – 8:08 What is objection handling?
8:08 – 10:57 Objections vs. competition in the market
10:57 – 12:24 How to decide which objections to address
12:24 – 15:41 Objections we’ve dealt with at Metadata
15:41 – 18:16 Why you need consistent responses to sales objections
18:16 – 20:19 How to talk about objections in Leadership meetings
20:19 – 24:15 How Metadata responds to objections in marketing
24:15 – 28:33 Content you can create from objections
28:33 – 29:07 Why we focus more on renewal rates than new sales
29:07 – 37:28 Recent content we’ve created from sales objections
37:28 – 39:30 How Metadata created a landing page to address sales objections
39:30 – 40:17 Outro

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How We Ran a No-Meeting Experiment and Got More Done

Episode 54

Tuesday, February 7, 2023 • Duration 40:57

Budget cuts, layoffs and everything in between – it’s tough to be a B2B marketer right now.

Mark Huber, Head of Brand & Product Marketing, and Jason Widup, VP of Marketing at Metadata are feeling it too, which is why they figured the best place to start is with something you can control.

So right now, they’re slap bang in the middle of a ‘no meeting’ experiment and it’s having all sorts of effects on the productivity of the team.

Tune in to find out:

The lowdown on the experiment and how it started
Tools that make cutting down on meetings run smoothly
Plans for meetings going forward

0:00 – 3:26 – Introduction (and Jason’s wallet story)

3:26 – 11:19 - How the experiment started and things we considered

11:19 – 15:01 - We set some ground rules

15:01 – 17:21 - Changing up one-on-one meetings

17:21 – 18:21 – Please don’t send Jason a long document

18:21 – 22:05 - No-meeting experiment: the good, the bad, the ugly

22:05 – 24:57 – Why we love Loom

24:57 – 26:59 - What Mark has enjoyed about the experiment

26:59 – 35:29- How Asana helps the experiment run smoothly

35:29 – 39:53 - The changes to their meeting cadence

39:53 – 41:13 - Outro

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How to Optimize Your Ad Accounts for Success

Episode 53

Tuesday, January 31, 2023 • Duration 56:14

If you want to learn how to audit your ad accounts and make sure you’re set up for success in 2023, then guess what? You’re in the right place!

On this episode of Demand Gen U, Mark Huber, Head of Brand & Product Marketing, is joined by Silvio Perez, former Head of Product Innovation, to discuss all things ad audits.

Silvio’s an expert on this, so Mark asks him what to bear in mind when looking for a new ad account in 2023.

Plus, Silvio explains the biggest ways people mess up with ad accounts, outlines the basics of attribution, and shares one tip that could save your team “a ton of money in 2023”. Silvio’s treating you guys on this episode!

Find out:

The basics of attribution
Why copywriting is king
About blended inbound performance

0:00 – 1:38 - Introduction (feat Ad Man!)

1:38 – 3:55 - Why to start with strategy and goals

3:55 – 7:32 - Are you able to measure? (and the power of blended inbound performance)

7:32 – 7:58 – Breaking down the episode

7:58 – 12:40 - New ad account – the first steps

12:40 – 18:06 - The biggest mistakes people make when setting up ad accounts

18:06 – 22:00 - Discussing Google Analytics 4

22:00 – 25:21 - Auditing your attribution

25:21 – 27:21 - All things UTMs

27:21 – 41:13 - Audiences and search – what to look at

41:13 – 42:34 - Pro tip from Silvio!

42:34 – 54:58 - Ad creative and copy

54:58 – 56:14 - Outro

What Good Demand Gen Will Look Like in 2023

Episode 52

Tuesday, January 24, 2023 • Duration 46:31

What does good demand gen look like in 2023?

We scrolled through our archives and analytics to discover that episode 5, ‘What Good Demand Gen Will Look Like in 2022’ is one of our best-performing episodes. So, here we are. Doing it all over again for 2023.

On this episode, Mark Huber, Head of Brand & Product Marketing and Jason Widup, VP of Marketing at Metadata, discuss the demand gen landscape for the year 2023.

They explore doing more with less after budget cuts, giving buyers total visibility, the new face of in-person events and so much more.

Find out:

What budget cuts could mean for marketing teams
The ins-and-outs of conversion rate optimization
Why we should run campaigns that target whole buying committees

0:00 – 3:29 - Introduction (and Jason’s hair is different AGAIN)

3:23 – 7:25 - Doing more with less in 2023

7:25 – 8:52 - Can we forecast?

8:52 – 15:55 - Conversion rate optimization

15:55 – 22:42 - The power of word-of-mouth

22:42 – 26:57 - Complete visibility for buyers

26:57 – 30:47 - Campaigns to target WHOLE buying committee

30:27 – 37:22 - People buying from people

37:22 – 45:20 - The return (and new face) of in-person events

45:20 – 46:31 - Outro

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Year in Review: Looking Back on 2022

Episode 51

Tuesday, January 17, 2023 • Duration 44:12

As we wrap up our first year of Demand Gen U, we thought it would be fitting to look back at everything that’s happened at Metadata over the past year.

We’re taking a trip down memory lane to discuss the good, the bad and the ugly at Metadata in 2022!

Mark Huber, Head of Brand & Product Marketing and Jason Widup, VP of Marketing at Metadata, reminisce over Demand events, comparison pages, LinkedIn demos and damning budget cuts. It’s not one for the faint-hearted!

Find out:

Our successes with comparison pages and Demand events
Why Metadata are stepping away from incentivized LinkedIn demos
How we dealt with 30%-35% marketing budget cuts

0:00 – 1:43 – Intro (featuring beanies and man-buns)

1:43 – 6:44 – Podcasting trial and error

6:44 – 11:06 – What’s helped Jason grow in his role

11:06 – 13:39 – Analyzing the 6Sense comparison page

13:39 – 17:18 – Going bigger and better with Demand

17:18 – 19:46 – That LinkedIn incentivized ad cliff

19:46 – 25:08 – Why we U-turned on analysts

25:08 – 30:08 – Creating a new category (we’re not an ABM platform, guys)

30:08 – 34:35 – Dealing with budget cuts

34:35 – 39:43 – Planning for the ‘new normal’

39:43 – 42:37 – Goodbye MDF numbers…

42:37 – 44:12 – Outro

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Creatives vs. Marketers: Can’t We All Just Get Along?

Episode 50

Tuesday, January 3, 2023 • Duration 33:19

The disconnect between marketers and creative teams – it’s a tale as old as time!

But it doesn’t have to be that way, right? When these two teams have a solid and productive relationship…BOOM…great things happen.

On this guest episode of Demand Gen U, Mark Huber, Head of Brand & Product Marketing at Metadata, sits down with Algert Sula, founder and CEO of creative branding agency.

Algert reveals all about his route into the industry, why he believes marketers and creatives sometimes struggle to gel and how copy and design should complement one another.

Plus, he puts forward his B2B design trend predictions for 2023.

Find out:

How Algert got started in creative work
Algert’s explanation for the disconnect between creatives and marketers
What ‘brand’ means to Algert

0:00 – 1:24 – Introduction

1:24 – 7:17 – Let’s introduce Algert

7:17 – 11:19 – Why marketers and creatives don’t get along!

11:19 – 14:11 – How marketers frustrate creatives

14:11 – 17:14 – What brand means to Algert

17:14 – 21:48 – Algert’s creative process (he’s got no secrets!)

21:48 – 23:42 – How copy and design compliment each other

23:42 – 27:51 – Metadata 2.0?

27:51 – 31:52 – Algert predicts B2B design trends for 2023

31:52 – 33:18 – Outro

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Learning and Growing as a Marketing Leader

Episode 49

Tuesday, December 27, 2022 • Duration 42:35

It’s no secret…being a marketing leader can be hard. No matter what study you’re looking at, it feels like the average job tenure for marketing leaders gets shorter and shorter by the month.

Mark Huber, Head of Brand & Product Marketing and Jason Widup, VP of Marketing at Metadata, get vulnerable on this episode of Demand Gen U, as Mark asks Jason about everything that comes with being a marketing leader and invites him to share the challenges he has faced through his career.

Find out:

How Jason has grown as a marketing leader
The benefits of building strong relationships in marketing teams
How to take feedback as a marketing leader

0:00 – 1:00 – Introduction

1:00 – 2:25 – Cause for celebration!

2:25 – 3:30 – Learning and growing as a marketing leader

3:30 – 6:01 – What is the job of a marketing leader (besides brewing kombucha…)?

6:01 – 8:00 – How has Jason’s definition of a marketing leader changed?

8:00 – 12:29 – Championing team building and morale

12:29 – 16:25 – Why is it so hard being a marketing leader?

16:25 – 18:15 – Some dangers of closeness at work

18:15 – 29:39 – Giving and receiving feedback

29:39 – 35:39 – Importance of team morale

35:39 – 41:08 – Looking after your team in your marketing plans

41:08 – 42:34 – Outro

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Changing the Narrative with Comparison Pages

Episode 48

Tuesday, December 20, 2022 • Duration 38:10

No matter what industry you’re in, one thing is certain. You have direct competitors. And with so many options on the market, it can be difficult for buyers to see if you’re the option for them.

Especially when they have to battle through buzzwords and empty promises!

In this episode of Demand Gen U, Jason Widup, VP of Marketing and Mark Huber, Head of Brand & Product Marketing at Metadata, discuss the humble comparison page.

They discuss how you should use them, how much time to spend on them and explore top secrets on the Metadata vs. 6Sense comparison page. Check out the comparison page here.

Find out:

Insight into Metadata’s comparison page
How to frame the conversation without bashing competitors
Common things that go wrong with comparison pages

0:00 – 2:31 – Introduction (and Mark’s Invisalign)

2:31 – 7:05 – Why do we need comparison pages?

7:05 – 7:47 – Why they are high-intent pages

7:47 – 16:27 – How comparison pages can go wrong

16:27 – 21:25 – Where Metadata looked for comparison page inspiration

21:25 – 30:46 – How Metadata executed the 6Sense page

30:46 – 35:27 – How the page has been received

35:27 – 36:41 – More comparison pages on the horizon?

36:41 – 38:09 – Outro

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Marketing Campaign Planning (The Good The Bad and The Ugly)

Episode 47

Tuesday, December 13, 2022 • Duration 46:03

At Metadata, this year has gone super fast. It feels like just last week we were finalizing our planning for 2022. But now the focus is very much on 2023.

In this episode of Demand Gen U, Mark Huber, Head of Brand & Product Marketing, is joined by Silvio Perez, Head of Product Innovation, and DGU newcomer Bryttney Blanken, Senior Demand Generation Manager at Metadata.

They discuss a range of topics surrounding campaign planning, including how to get started, whether you need campaign briefs and why it doesn’t have to be as complex as you think.

Find out more about Demand here: https://metadata.io/resources/demand/

Find out:

The ins-and-outs of the Bullseye framework
Why you should turn ideas into hypotheses
How to sell your ideas internally

0:00 – 1:45 – Introduction

1:45 – 2:50 – The anxieties of campaign planning

2:50 – 4:44 – Why do marketers overcomplicate campaign planning?

4:44 – 7:10 – Where to get started

7:10 – 9:56 – How far to plan ahead

9:56 – 13:40 – Taking ideas a step further

13:40 – 21:44 – Taking a step back – first things to look at

21:44 – 27:45 – Is there a need for campaign briefs?

27:45 – 33:15 – Making a difference to the business

33:15 – 38:26 – Working cross-functionally on plans

38:26 – 44:21 – Getting leadership on board

44:21 – 46:03 – Outro

Demand Gen U – Details, episodes & analysis

Podcast details

Recent rankings

Apple Podcasts

Spotify

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RSS feed quality and score

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Demand Gen U – Details, episodes & analysis

Podcast details

Recent rankings

Apple Podcasts

Spotify

Shared links between episodes and podcasts

Other10

RSS feed quality and score

Publication history

Latest published episodes

Similar podcasts and content

Related Shows Based on Content Similarities

Apple Podcasts

Spotify

Related Shows Based on Content Similarities

Other10