How Monotype Reduced Cost Per Opportunity by 83% With Metadata

Monotype, the company behind some of the world's most widely used typefaces and font technology, markets to a diverse set of B2B buyers, from brand designers to enterprise procurement teams. With a product spanning creative and technical decision-makers, the demand gen team faced the challenge of optimizing campaigns across different audiences, messages, and channels without a clear signal on what was driving opportunities.

Running experiments manually across platforms was time-intensive, and the team lacked the data infrastructure to quickly identify which combinations of audience, creative, and offer were generating the best cost-per-opportunity outcomes.

Metadata gave Monotype the ability to run structured experiments at scale and automatically optimize toward pipeline outcomes.

• Experiment Automation enabled the team to test multiple audience, creative, and offer combinations simultaneously, with the platform automatically shifting budget toward the best-performing experiments.
• Budget Optimization moved spend away from underperforming experiments in real time, concentrating budget on campaigns generating the lowest cost per opportunity.
• MetaMatch targeting improved audience precision, reducing wasted spend on impressions unlikely to convert to qualified opportunities.

Through systematic experimentation and automated optimization, Monotype dramatically improved the efficiency of their demand gen investment.

• 83% lower cost per opportunity with automated experiment optimization
• Faster identification of winning audience and creative combinations through structured testing
• More efficient budget allocation with real-time optimization toward pipeline outcomes