1127: Metranomic: Account-Based Marketing, Maximizing ROI, and Organizational Growth with Founder James Sandberg

Saturday, June 15, 2024

Are you having trouble getting good leads using traditional digital marketing methods? Many people are frustrated because they feel like they are wasting their marketing budget with little to show for it. By focusing on broad, untargeted campaigns, companies are missing out on building strong relationships with their ideal customers. So instead, by concentrating on the right accounts that are ready to make a purchase, you can change your marketing strategy completely. Find out how to improve your sales and marketing performance. 

James Sandberg is the founder of Metranomic, a specialist B2B marketing consultancy that helps clients engage, convert, and retain target accounts through intent-driven Account Based Marketing strategies. Today, James discusses the importance of creating consistent, cyclical marketing systems rather than chasing the latest "bright, shiny object." He also shared his approach to personalizing outbound email campaigns and the key principles of Account Based Marketing, including the need for leadership buy-in and a phased implementation approach.

Quotes

“Digital distractions can take us in many directions, but not all of them are productive.” – James Sandberg

"Good B2B marketing—good targeting—that's the baseline. Marketing teams should really be looking at who they engage with more in the way that sales teams do. Have they got a qualified person that they're marketing to?" – James Sandberg

“What we often ask is that we have leadership sponsoring this. Because if it's not sponsored by leadership, and they're not driving the change through the team, it's very difficult to get it to stick.” – James Sandberg

Takeaways

01:56 Consistency and creating cyclical marketing systems are crucial for avoiding distractions and improving operational efficiency.

04:35 Personalized, value-driven outreach is more effective than generic, aggressive cold emails or LinkedIn messages.

17:58 Successful Account-Based Marketing requires deep research and personalization at the individual decision-maker level, not just the organizational level.

19:14 Measuring account engagement and identifying the most interested target accounts is key to optimizing an Account-Based Marketing strategy.

29:11 Account-Based Marketing is a targeted approach that can be highly effective for large-ticket B2B sales but requires buy-in from leadership and a phased implementation.

Resources

Podcast: Play in new window | Download (Duration: 32:09 — 44.3MB) | Embed

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