Metadata audiences

B2B Targeting Across Every Ad Channel

Metadata Audiences (MetaMatch) lets B2B marketers build precise, high-confidence audiences and activate them across LinkedIn, Facebook, Instagram, Reddit, Google and X - without guessing, list uploads, or channel-by-channel rebuilding.

Your buyers don't stay in one place.

They start on LinkedIn. They research on Google. They scroll through Facebook. They check Reddit. They bounce between personal and professional channels. But your audiences? They're stuck. You're building the same audience five different ways. You're uploading CSVs. You're manually syncing lists. And by the time you deploy, your data is already stale.

One audience. Everywhere. Always learning.

Your buyers move across channels. Now you can too.

Metadata Audiences uses a patented identity graph (MetaMatch) to build precise audiences from first-party data, intent signals, and firmographic filters. Then it matches those audiences across personal and professional channels. So you reach the same buyers wherever they go.

It continuously builds, refines, and activates audiences based on real performance signals. Not assumptions. And it deploys them across every major paid channel from a single source of truth.

No CSVs. No rebuilding. No guesswork.

Why do B2B marketers love MetaMatch?

Why do B2B marketers lovBecause finding real B2B buyers shouldn’t be limited to one channel—or rely on weak targeting signals. MetaMatch gives you confidence that the people you’re targeting are the right accounts, the right roles, and the right buyers.e MetaMatch?

Find B2B Buyers on B2C Channels

Smarter Targeting

Remarket with Precision on Google

Blake Cohlan

Senior Director of Growth Marketing, SupportLogic

“Before Metadata, we were running ads natively on one channel and getting junk. We turned on Metadata, and it was 95% accurate in terms of the titles and the personas that we wanted to target. Using native channel targeting, our CPL was about $225. In our first Metadata campaign, the CPL was $67.”

Riley Timmins

Director of Marketing, Cacheflow

“We just closed our biggest deal yet from a cold Facebook ad using MetaMatch. Analytics showed we were hitting them on LinkedIn too. Our best leads come from our RevOps-based MetaMatch audience—it’s clean, focused, and incredibly effective.”

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Dom Costa

Director of Demand Generation, Blue Triangle

“In our first month alone, we saw a 57% decrease in CPC and a 65% increase in CTR. We’re also getting better quality demos booked overall. This tool completely changed our audience-building strategy.”

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Julian Foster

Head of Global Paid Social, Automation Anywhere

"When people think of B2B paid social, LinkedIn is the first platform that comes to mind. But what if you could create LinkedIn-level audiences and run campaigns that generate pipeline just as efficiently on Facebook? It's perfectly possible with Metadata."

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How it works

Look under the hood

Build audiences using first-party data, CRM records, intent signals, and firmographic filters. MetaMatch automatically syncs those audiences to every connected channel—keeping them fresh, compliant, and ready to activate.

One Audience. Every Channel.

Any audience you create in MetaMatch is automatically available across your integrated ad platforms—no downloads, no uploads, no rework.

Dynamic by Default

When your CRM or marketing automation data changes, your audiences update too. Perfect for ABM, demand gen funnels, and always-on targeting.

FAQs

How do custom audiences work?

Custom audiences are groups of prospects you target across ad channels. Any audience created in MetaMatch automatically syncs with all connected platforms.

Why do I need to integrate ad channels?

At least one channel integration is required to activate audiences. This removes file uploads, supports GDPR compliance, and ensures audiences stay synced automatically.

Why integrate my CRM and marketing automation tools?

These integrations allow for dynamic, account-based, and funnel-aware audiences - so you can target known contacts and net-new prospects within your ideal accounts.

What is Metadata Audiences?

Metadata Audiences is a cross-channel audience management platform for B2B marketers.

Instead of building audiences separately in LinkedIn Campaign Manager, Google Ads, and Meta Ads Manager, you build them once in Metadata. Then they automatically sync to every connected channel.

The platform uses your CRM data, intent signals, and firmographic filters to create precise, high-confidence audiences. And because it maps professional profiles to personal emails, you can reach B2B buyers on consumer channels like Facebook and Instagram. Not just LinkedIn.

It's designed for account-based marketing (ABM), demand generation, and always-on targeting.

What is cross-channel audience targeting?

It's the ability to activate the same audience across multiple ad platforms without rebuilding it for each one.

Most B2B marketers run campaigns on LinkedIn, Google, Facebook, and maybe a few other channels. But each platform requires you to build audiences separately. You're uploading CSVs. You're manually syncing lists. You're rebuilding the same audience five different ways.

Cross-channel audience targeting means you build the audience once. The platform syncs it to every connected channel automatically. So when your CRM data changes, your audiences update everywhere. In real time.

How do you target B2B buyers on Facebook and Instagram?

Good question.

Facebook and Instagram are consumer platforms. They don't have job titles or company data the way LinkedIn does. So most B2B marketers either skip them entirely or rely on weak targeting signals like interests and demographics.

Metadata Audiences solves this by mapping professional profiles to personal emails.

Here's how it works: You build an audience based on job title, company size, industry, or intent data. The platform matches those professional profiles to personal email addresses. Then it syncs those emails to Facebook and Instagram using Custom Audiences.

So you're reaching the same decision-makers you'd target on LinkedIn. But you're doing it on channels where the CPCs are lower and the competition is less intense.

What is intent-based audience targeting?

Intent-based targeting means you're reaching buyers who are actively researching solutions like yours.

Instead of just targeting anyone with the right job title, you layer in intent signals. These are behavioral indicators that show someone is in-market. Like visiting your website. Downloading a competitor's whitepaper. Searching for keywords related to your product.

When you combine intent data with firmographic filters (company size, industry) and CRM data (deal stage, account status), you get audiences that are not only the right fit—they're also ready to buy.