Building trust through transparency with Metadata’s Gil Allouche
This week in How to Win: Gil Allouche is the founder and CEO of Metadata, a lead generating tool which automates and self-optimises campaign experiments at scale. We share how experimentation, innovation, and transparency are pillars of his business; and when to invest resources into building brand if your initial strategy is to focus on riding the wave of pre-existing demand for your offer.
Key Points:
- How Gil pivoted from a marketing career to starting tech company Metadata (1:12)
- My thoughts on innovation as a transient advantage (04:19)
- How Metadata is competing on innovation (06:56)
- Why Gil made an early marketing investment in G2 Crowd (10:46)
- Why Metadata opted to tap into pre-existing demand for ABM software (12:41)
- How Gil and Metadata are differentiating by prioritizing transparency (14:49)
- My thoughts on gaining customer trust through transparency (18:13)
- Why Gil’s initial strategy did not focus on brand (20:31)
- My take on building brand as a sustainable asset (21:47)
- My view on defining your target market (24:46)
- Gil’s predictions for the future (27:44)
- Wrap up (28:57)
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