---
title: "What's Next for the Marketing OS | DEMAND Conference"
url: https://metadata.io/resources/demand/whats-next-the-marketing-os
description: "Gil Allouche and Jason Widup discuss Metadata's vision for building the first Marketing OS designed specifically for B2B companies."
source: metadata.io
---

Metadata's vision for building the first Marketing OS designed specifically for B2B companies — and what it means for the future of demand generation.

### Gil Allouche & Jason Widup

CEO, Metadata · VP of Marketing, Metadata

## The Case for a Marketing OS

B2B marketers juggle dozens of disconnected tools to run campaigns, target audiences, and measure results. The Marketing OS vision consolidates these capabilities into a single, intelligent platform that handles execution so marketers can focus on strategy.

## What a Marketing OS Delivers

Gil and Jason walk through how Metadata is evolving from a campaign automation platform to a comprehensive Marketing OS — integrating AI-driven audience targeting, automated campaign execution, and revenue attribution into one cohesive system.

## The Future of B2B Marketing

The shift to a Marketing OS represents a fundamental change in how B2B marketing teams operate. Instead of being tool operators, marketers become strategists who set direction while the platform handles the complexity of multi-channel execution.