Instruqt Replaces Its Agency With Metadata to Build a Full-Funnel Engine

Challenge

Ad Spend Without a Funnel

When Tyler Crumpler joined Instruqt, the company’s paid programs were generating noise — not pipeline.

• $30K/month in ad spend was producing fewer than 10 leads .
• The agency was running only bottom-funnel “Request a Demo” ads, with no audience nurture path .
• Reporting lived in static spreadsheets, disconnected from Salesforce.
• Each campaign launch took a week or longer , stalling any ability to test or iterate.

“They were jamming demos down people’s throats,” said Crumpler.

“There was no top-funnel strategy, no understanding of the buyer journey. We needed to start over.”

The Solution

A Technology-Powered, Full-Funnel Model

Tyler replaced the agency with Metadata’s hybrid platform + managed services model to build a modern B2B funnel from scratch — one driven by automation, segmentation, and measurable outcomes.

Here’s what changed immediately:

• Persona-based targeting: Metadata’s platform lets Instruqt create audiences for marketers, sales engineers, and developers — each with their own tailored messaging and creative.
• Top-funnel education: New campaigns promoted ungated, value-first content (interactive product tours, guides, and thought-leadership posts) to build trust before a demo ask.
• Mid-funnel retargeting: Engaged users were funneled into nurture sequences highlighting customer proof, ROI stats, and live workshop invites.
• Bottom-funnel conversion: Metadata automated demo and trial promotions, integrating Salesforce data to dynamically target high-intent accounts.
• Cross-channel orchestration: Instruqt unified Google, LinkedIn, Meta, and Reddit under one system — optimizing toward pipeline, not just clicks.

“Metadata lets us build the entire customer journey in one place,” Crumpler said.

“I can target people who’ve visited certain pages, tailor ads by persona, and track it all back to Salesforce — it’s the holy grail of B2B advertising.”

The Execution

From Reactive to Always-On

Metadata’s team didn’t just hand over the tool — they became an extension of Instruqt’s marketing org.

They flew onsite to co-design the funnel strategy, map audiences, and translate Tyler’s brand vision into an always-on performance machine.

“They came out here, locked in a room with us for two days, and we rebuilt everything.

They act like teammates, not vendors — they know my ICP better than most in-house hires.”

Campaign velocity also transformed:

• Same-day campaign launches (vs. 1–2 weeks with the old agency).
• Rapid multivariate testing across persona layers.
• Real-time optimization inside Metadata’s dashboard — no spreadsheets, no lag.

Results

Pipeline That Scales Itself

Instruqt’s new full-funnel engine delivered immediate and sustained performance gains.

“In our first month, CPL dropped 88%. The next month it dropped 99%.

We went from spending $30K for eight leads to generating hundreds of thousands in pipeline.

It’s the best ad performance I’ve seen in my career.”

The Impact

Efficiency, Scale, and Strategic Focus

With Metadata automating execution, Instruqt’s lean three-person marketing team now focuses on strategic growth areas — ABM, BDR enablement, and brand amplification. They run the media strategy. AI runs the ads.

“Advertising is table stakes. Metadata ensures it’s always on and performing,” Crumpler said.

“Now I can spend my time building programs that expand our reach and drive quality conversations — not babysitting an agency.”

Key downstream benefits:

• Freed up 20+ hours per week in manual campaign ops.
• Eliminated agency costs while improving output.
• Full Salesforce integration for end-to-end visibility from ad click to closed-won.
• Consistent reporting and dashboards across all channels.

Why Metadata

• Automated precision targeting: AI-driven audience builder that replaces manual uploads and filters.
• Multi-persona, multi-channel orchestration: Seamless alignment between awareness, engagement, and conversion.
• Speed & flexibility: Launch in hours, test continuously.
• Team extension: Strategic collaboration and shared ownership of results.

“It makes zero sense to go back to a traditional agency,” said Crumpler.

“Metadata gives you better people, better technology, and better results — for less money.”

Director of Demand Marketing, Instruqt