Marketing OS Systems

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Metadata.io

Based in San Francisco, Metadata.io is a Demand Generation and ABM platform designed to execute thousands of B2B campaigns in a matter of hours, automatically optimizing campaigns for pipeline impact at a high velocity.

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Marin Software

Marin Software is a cloud-based cross-channel advertising campaign management platform which integrates many tools and functions, and it is the name of the company in San Francisco that issues the software. Marin touts cross-display (including mobile-optimized) advertisement retargeting,…

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Metadata.io

Based in San Francisco, Metadata.io is a Demand Generation and ABM platform designed to execute thousands of B2B campaigns in a matter of hours, automatically optimizing campaigns for pipeline impact at a high velocity.

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MediaMath

MediaMath is a demand-side platform that offers off-the-shelf and custom capabilities for brands to reach and influence customers and prospects on any screen. Powered by the company's Brain algorithm which predicts performance and optimal price for bids.

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ZoomInfo MarketingOS

ZoomInfo MarketingOS helps Demand Generation and Account-Based Marketers target, engage, and convert leads to buyers by giving them data, insight-driven orchestration, and personalized engagement across multiple channels such as display and social advertising, email, website chat…

Learn More About Marketing OS Systems

What is Marketing OS?

Short for Marketing Operating System, Marketing OS is an AI-based system solution designed to optimize ad spend and increase campaign ROI at scale. The software streamlines workflows for marketing, sales, and customer success teams by automating tasks such as bidding, testing, and campaign monitoring. B2B account identification and targeting are automated to connect users with those who are most likely to purchase their products and services.

Real-time data feeds from multiple channels and CRMs are combined with AI and analytics capabilities to create and distribute personalized content, target specific accounts, and provide increasingly reliable leads for sales reps and account executives.

Marketing OS covers the full marketing and sales cycles from demand generation and audience targeting, to lead generation and customer journey tracking. Integrations with CRM software facilitate account targeting, making it easier to close deals. This software also aims to increase return on ad spend with fewer working hours. The automation of many day-to-day tasks will allow marketing teams to focus more on strategy, content creation, and building brand awareness.

This software combines elements of Account-Based Marketing (ABM), Cross-Channel Campaign Management, Demand Generation, Lead Generation, and Marketing Automation. Users working for large corporations will also notice feature overlap with Enterprise Marketing Management Software due to campaign optimization, content creation, customer experience management, and project collaboration features.

Marketing OS Features

Most Marketing OS products have the following core features:

  • Audience identification
  • Ad targeting
  • Advertising budget optimization
  • Campaign automation
  • Campaign experimentation
  • Content creation and distribution
  • Cross-channel advertising
  • Customer engagement tools
  • Customer journey tracking
  • Lead enrichment
  • Web personalization
  • Workflow automation

Marketing OS Comparison

B2B vs. B2C solutions: Software such as Metadata, MediaMath, and ZoomInfo’s Marketing OS product is intended for B2B marketers looking to sell their SaaS solutions to other companies. Lead generation and account targeting features will stand out for these users. Some vendors like Marin Software also aim to offer B2C solutions designed for agencies or in-house marketing teams that deal directly with consumers. B2C users will particularly appreciate automated sales and order processing. Whether intended for B2B or B2C customers, a marketing OS should leverage a high degree of automation to unify content, CRM, and campaign management within one central system.

Integrations: Marketing OS will typically have integrations with ad channels, CRMs, marketing automation software, sales intelligence, and intent data providers. Integrations with conversational marketing tools should also be available to help increase customer engagement. Some solutions may even offer integrations with audience-building tools or vertical-specific software that tailors to a particular industry.

Use cases: Some vendors such as ZoomInfo MarketingOS offer in-depth marketing intelligence including technographic or firmographic data. Other providers like Metadata have a greater focus on enhanced audience targeting and personalization. Integrations with CRM, Sales & Marketing Automation, and third-party intent data providers may be available as a native solution or as out-of-the-box add-ons with extra costs. The ideal software for your business will depend on your use case and data needs as well as overall cost.

Start a Marketing OS comparison here

Pricing Information

Most Marketing OS vendors have not made their plans and packages publicly available, though there have been reports that the cost will typically run into the thousands for this type of software solution. For example, Metadata offers yearly plans that range from $24,000 for point solutions to $60,000 for the full platform solution. Other factors that impact pricing include features, number of users, audience size, monthly sessions, and total ad spend. Demos are provided on request but free trials are typically not available.

More Resources

To explore more topics related to Marketing OS, see the TrustRadius articles below.

B2B vs. B2C: Differences, Strategies, and Tools for Success

Marketing to the next Generation: How Gen Z will Impact B2B Marketing Strategy

ABM Technology: What tools can you use and where do new tools fit in your tech stack?

ABM Match Rates Explained

Organizing for ABM: The Need for Joint Strategy, Metrics, and Skills

2022 B2B Buying Disconnect: The Age of the Self-Serve Buyer

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Frequently Asked Questions

What do Marketing OS systems do?

Marketing OS leverages automation to remove mundane and repetitive tasks from the marketing workflow and enable marketers to scale and optimize their paid digital marketing campaigns. This software helps marketing, sales, and customer success teams to increase their efficiency and improve their overall business outcomes.

What are the benefits of using a Marketing OS solution?

Marketing OS systems help marketers and sales reps save time and optimize campaign results by automating repetitive tasks and enabling collaboration throughout the marketing and sales cycle.

What are the best Marketing OS products?

Here are some of the most popular Marketing OS products:


How much does a Marketing OS cost?

Most Marketing OS products do not disclose pricing information and require you to contact their sales teams for a customized quote. Prices can rise into the thousands depending on the size of your audience, sessions per month, and amount of ad spend.