How did Webex Events increase pipeline 60% with 73% less budget?

Webex Events pivoted from a lead-gen-heavy strategy to educational video content and retargeting. MetadataONE's Budget Optimization auto-scaled winning campaigns and paused underperformers, while Campaign Automation enabled 30 new experiments in one quarter. The result: 60% more pipeline with 73% less spend.

How did a two-person team launch 30 campaigns in one quarter?

MetadataONE's Campaign Automation eliminated the manual setup that would have consumed the team's entire quarter. With automated audience building, campaign creation, and budget optimization, two people could launch and manage 30 net-new campaigns and experiments simultaneously.

Why did Webex Events pivot from lead gen to content?

With 95% of paid budget on lead gen producing minimal conversion and budget cuts looming, the team needed a more efficient approach. Educational video content built retargeting audiences of engaged viewers, which converted to pipeline at a 44% lower cost per opportunity than traditional lead gen.

Customer Story

How Webex Events Increased Pipeline 60% While Cutting Budget 73% With MetadataONE

Learn how Webex Events used MetadataONE to increase pipeline by 60%, cut budget by 73%, and launch 30 campaigns in one quarter with a two-person team.

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Industry: Event Management / SaaS
Company Size: Mid-Market (150)
Products Used: Campaign Automation, Experiment Engine, Budget Optimization

"I turned into a mad scientist, launching 30 net-new campaigns and experiments that should've consumed my whole quarter."
C
Cristal MarquezPaid Media Manager, Webex Events

01 The Challenge

Webex Events was allocating 95% of their paid budget to lead generation with minimal conversion to pipeline. Budget cuts meant the two-person team needed to achieve more with significantly less, but the current lead-gen-heavy approach was already underperforming.

The team knew they needed to rethink their strategy entirely — moving beyond lead gen to content-driven campaigns and retargeting — but lacked the bandwidth and tools to make that pivot while maintaining campaign volume.

02 The Solution

MetadataONE gave the two-person team the automation to completely rethink their paid strategy and execute at an unprecedented pace.

Strategy pivot from lead gen to educational video content, building retargeting audiences from engaged viewers rather than relying solely on form fills.
Campaign Automation enabled launching 30 net-new campaigns and experiments in a single quarter — work that would have consumed the entire quarter manually.
Experiment Engine tested creative variations, audience segments, and content formats simultaneously, quickly identifying winning combinations.
Budget Optimization auto-scaled winners and paused underperformers, ensuring every dollar went to the campaigns generating real pipeline.

03 The Results

By pivoting strategy and leveraging MetadataONE's automation, Webex Events achieved extraordinary efficiency gains.

53 opportunities created from the new content-driven approach
60% pipeline increase despite massive budget cuts
44% lower cost per opportunity through automated optimization
73% budget reduction while growing pipeline — proving efficiency beats volume
30 campaigns launched in one quarter by a two-person team

Behind every customer story:

$1B+Sourced Pipeline

200+Enterprise Customers

263K+Experiments Run

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How Webex Events Increased Pipeline 60% While Cutting Budget 73% With MetadataONE

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