Metadata Acquires Reactful to Help B2B Marketers Convert Existing Site Traffic into Revenue

Metadata.io acquires Reactful to continue its path to marketing operating system

This acquisition is one of our first major steps towards building the marketing operating system for B2B, delivering value outside of paid advertising for our clients,” said Gil Allouche, CEO of Metadata.

Metadata.io, the marketing operating system for B2B, has acquired Reactful, a real-time web optimization and personalization platform for B2B marketers.

Reactful will be integrated with Metadata’s marketing operating system to expand its offering beyond paid advertising and provide customers with more ways to generate revenue through marketing while reducing time wasted on manual and repetitive tasks.

“As a 2x customer and Reactful stakeholder, I have witnessed the impact of personalizing the purchase journey,” says Gil Allouche, CEO of Metadata. “It is now vital that world-class website experiences are the norm and have a level of visibility to laser target and drive a substantial increase in conversions. At Metadata, we already optimize every step of the advertising process to reduce manual effort for B2B marketers today. With Reactful’s personalization engine, Metadata customers can deliver a unique end-to-end experience based on the visitor (prospect, customer), the content they consume, or their stage in the buying journey. This acquisition is one of our first major steps towards building the marketing operating system for B2B, delivering value outside of paid advertising for our clients. »

Reactful is a website personalization engine that automates the process of delivering personalized website and landing page experiences. B2B marketers can deliver dynamic, targeted experiences to every prospect, customer, and partner.

Reactful’s technology will help Metadata clients focus on making every visit count by increasing engagement and maximizing the conversion of their hard-earned traffic. Metadata customers will better understand engagement with target accounts on their website, be able to personalize that experience, and augment their programs with highly targeted and personalized ads that lead to greater ROI.

“Metadata is changing the way marketers work so they can generate more revenue,” said Leifur Thordarson, president and CEO of Reactful. “We are thrilled to join such a dynamic team and see website personalization as a key part of the marketing operating system.”

Reactful fits naturally into the metadata portfolio in that it helps reduce manual, technical and repetitive tasks by allowing users to do more with their web traffic and reducing the need to create multiple landing pages for customization. The company handles website personalization for some of the biggest brands in the world, including Zscaler, Brightcove, Symantec and Kimberly-Clark.

The acquisition marks an important step in the evolution of Metadata and shows continued growth. Following its $40 million Series B funding round earlier this year, the company continues to create a new category of software to fulfill its vision as the premier marketing operating system for B2B. Metadata was also recently named one of America’s fastest growing private companies on the Inc. 5000 list for the third year in a row and has seen a staggering 711% revenue growth over the past 24 month. Metadata, which has a client list including Zoom, Okta and ThoughtSpot, has added more than 110 new clients in the last 12 months alone, with more than 200 clients in total.

To learn more, visit http://www.metadata.io/resources/blog/metadata-acquires-reactful/ and listen to the webinar: http://www.metadata.io/metadata-and-reactful-webinar

About metadata

Metadata is the marketing operating system for B2B. Through AI and automation, B2B marketers are using metadata to automate technical and repetitive tasks so they can spend more time on the work that matters most: strategy and creativity. B2B marketers from Zoom, Okta and ThoughtSpot rely on metadata to automate their campaigns and drive more revenue.

About reagent

With Reactful powered by Metadata.io, identify accounts and automate the process to target, engage and convert visitors to high-value websites and landing pages with relevant, data-driven experiences. Simple, powerful, and easy to use, Reactful does it for B2B marketers. Reactful allows B2B marketers to be agile and take back control of their website by launching and updating campaigns without requiring technical or operational support.

The company handles website personalization for some of the biggest brands in the world, including Zscaler, Kimberly-Clark and Brightcove. The company is headquartered in Santa Barbara, CA with offices in San Francisco, CA.

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