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Metranomic

We translate market intelligence into competitive advantage and automate sales and marketing to power profit. We build digital-first businesses.

For a totally digital future. Our social sustainability platform, The 10x Digital Challenge is a zero-cost support programme, offering strategy workshops, marketing masterclasses and playbooks across our core service areas:

•Market intelligence - Customer insight, competitor intel and market analysis.

•Digital performance - Marketing analytics and performance optimisation.

•Marketing automation

– Technology, strategy and implementation.

•Sales automation - Social sales, CRM and sales funnels.

12/11/2025

Customer behaviours reflect their unique wants, needs, and habits, influencing their interactions with your brand. B2B CMOs, understanding these patterns is essential for crafting personalised messages and achieving higher conversions.

Behavioural segmentation isn't just about identifying patterns; it's about optimising your marketing messages for each customer group, yielding more persuasive results. Here's how to harness this powerful tool:

Upsell & Cross-Sell: Tailor complementary products to recent purchases, like offering travel activities to customers purchasing holiday packages.
Retarget Abandoned Carts: Identify where customers left in the purchase journey and retarget with tailored campaigns.
Recommendation Engines: Use past behaviour to build accurate engines like Amazon or Spotify, offering personalised suggestions.
Occasion-Based Offers: Target specific events (holidays, birthdays) to align marketing efforts and boost engagement.
Loyalty Insights: Analyse customer loyalty by purchase frequency, spend per visit, and tenure, rewarding long-term customers.
Customer Journey Stages: Align campaigns to customer journey stages, providing relevant content for every step.

A well-defined behavioural segmentation strategy opens doors to personalised marketing opportunities. How will you use these insights to refine your strategy?

07/11/2025

Take a moment to think beyond the usual metrics. It's not just about open rates or click-throughs; it's about creating a seamless journey from your email to a high-converting landing page.

🔑 Key Insights to Transform Your Strategy:

1. Regularly carve out time post-campaign to dive deep into analytics. Understanding what works gives your next campaign a head start.
2. Pair your emails with dedicated landing pages. This combo not only enhances user experience but significantly boosts conversion rates. Ensure these landing pages are free of distractions, with a clear and compelling call to action .
3. Embrace automation to tailor content to the user’s journey, making every interaction personal and timely. Automate, but keep it personal – your users will feel the difference.
4. Use engaging elements like interactive forms or vibrant visuals on your landing pages. These not only capture attention but can also improve conversions by up to 86%! Remember, the goal is to keep the user engaged and guide them towards taking action.
5. Your email campaigns should aim for a spam rate as low as possible while keeping unsubscribe rates under 1%. High engagement without the drop-off is your goal.

Every tweak and test in your email strategy could lead to a better user journey and a healthier ROI.

05/11/2025

Focusing solely on lead generation will not give you consistent, long-term results.

Instead of sticking to a volume-based approach, an account-based engagement (ABE) strategy offers a way forward. By aligning sales, marketing, and customer success teams across the customer lifecycle, you can accelerate revenue.

Here’s how to break down silos and achieve deeper alignment:

1️⃣ Identify Key Accounts: Determine your "golden" customers based on firmographics and technographics, prioritizing those who contribute the most to your revenue.

2️⃣ Map Buying Committees: Understand the different roles within each account’s committee and tailor your strategy accordingly.

3️⃣ Personalise at Buyer Level: Use existing data to deliver targeted, consistent messaging for each buyer.

4️⃣ Enable Real-Time Selling: Equip sales to respond promptly through chatbots or direct conversations.

5️⃣ Predictable Pipeline: Leverage data insights to predict which deals are likely to close and expand.

6️⃣ Customer Success is Everyone’s Success: Track post-sales engagement and use customer success teams for referrals.

7️⃣ Unified Metrics and Campaigns: Incentivise collaboration by aligning teams around shared goals and integrated campaigns.

By fostering a collaborative culture through these steps, you'll build stronger pipelines, close deals faster, and retain customers longer.

❓ What’s the biggest challenge you face in aligning your GTM teams?

31/10/2025

If you're not leveraging ABM, you're leaving money on the table.

ABM has proven to be one of the most effective strategies for engaging high-value leads. Let’s dissect some of the best ABM campaigns and extract actionable insights you can implement today.

RollWorks' Revival Strategy:

1. Personalised Outreach: They targeted cold leads with “Over-the-Line” kits, including a checklist to kickstart ad campaigns. This simple, personal touch re-engaged leads effectively.
2. Customer Testimonials: Integrating these into the kits provided social proof, making their proposition even more compelling.
3. Follow-Up Tactics: Utilising lower-funnel display ads ensured continued engagement.

GumGum's Big Mac Play:

1. Creative Direct Mail: Sent burger kits mimicking McDonald's Big Mac ingredients to key stakeholders, ensuring their message was memorable.
2. Social Media Amplification: Tagging decision-makers in social posts amplified their reach and engagement.

New Relic's Skateboarding Metaphor:

1. Branded Merchandise: Sent skateboards with personalised notes to DevOps teams, resonating with their 'fail fast, learn fast' culture.
2. Follow-Up Strategy: Combined direct mail with personalised videos and emails, achieving remarkable engagement rates.

How to Implement These Tactics:

Know Your Audience:
Research and understand the pain points and preferences of your target accounts.

Personalisation is Key:
Use bespoke outreach strategies. Personal touches can significantly increase engagement rates.

Integrate Multiple Channels:
Combine direct mail with digital follow-ups like emails and social media outreach to keep your brand top of mind.

Leverage Social Proof:
Incorporate testimonials and case studies in your communications to build trust and credibility.

Creative Thinking:
Stand out with unique and memorable campaigns that resonate with your audience’s interests and culture.

You'll not only engage high-value leads but also accelerate your sales cycle and boost your ROI.

29/10/2025

Ever wondered why some B2B campaigns thrive while others barely survive? It’s not just about the products—it's how you engage your prospects. 🚀

Sales funnels, tailored to diverse customer needs, could be your strategic advantage. From classic squeeze pages to innovative reverse and survey funnels, there’s a method for every market segment. Imagine offering immediate value on your landing pages—engaging and converting with smarter, not harder efforts. 🎯

🔍 A reverse squeeze page, for instance, provides immediate content before asking for contact details—giving first, asking later. This approach builds trust and attracts quality leads, even if fewer in number.

Or consider a survey funnel: Tailored questions guide users through a personalised journey, making every marketing interaction feel bespoke and considered. It’s about understanding their needs before they even ask. 📊

Product launches? Space out engaging videos over days, leading up to an irresistible offer. This builds anticipation and allows deeper customer engagement before the big reveal.

Webinars, however, remain a golden strategy—combining education with engagement. The secret? Deliver value so compelling that your offer becomes the natural next step. 🌐

How can you leverage these innovative funnel strategies to not only meet but exceed your sales targets?

24/10/2025

You've probably heard it: "Chatbots are revolutionising B2B marketing."

But how exactly? 🚀 They're enhancing ABM strategies by taking target accounts from browsing to buying with personalised experiences.

Curious how they can transform your marketing funnel?

💡 By offering conversational marketing solutions, chatbots are reshaping the customer journey and accelerating the path to sales.

Here are seven practical ways chatbots can supercharge your ABM:

Lead Qualification: Custom bots ask qualifying questions to identify ready-to-buy prospects, providing instant insights.
Meeting Scheduling: Connect your sales team's calendar so prospects can book meetings without talking to a person.
Real-time Engagement: Eliminate friction by engaging buyers as soon as they show intent.
Target Account Engagement: Chatbots provide relevant content tailored to specific needs, resulting in a 700% increase in engagement.
Faster Lead Response: With responses 300% quicker than traditional forms, chatbots keep leads hot and prospects engaged.
Data Collection: Gather visitor data for more precise ABM campaigns and uncover which channels make the greatest impact.
Personalisation & Segmentation: Adjust chatbot tones, personalities, and content to deliver consistent, personalised experiences across the funnel.
These strategies can increase conversions by 82% and triple your lead volume.

Embrace chatbots to elevate your ABM strategy, accelerate sales, and generate more revenue. 💪

22/10/2025

Imagine your business growing, not despite data privacy challenges, but because you've mastered them. 🔒

From usernames to financial details, every piece of data is a goldmine for hackers. But what if you could turn potential vulnerabilities into fortresses of trust and compliance?

Here's how you can transform your approach to data privacy:

1. Craft Robust Data Privacy Plans: Regularly update your policies to handle increasing data volumes. Think beyond prevention; prepare for the unexpected.

2. Guard Against Data Trading: Prevent the unauthorized sale of your critical data. Implement stringent access controls and regular audits to catch breaches before they escalate.

3. Secure Location Data: Disable unnecessary location tracking across all devices to shield your operational secrets.

4. Minimise Device Risks: Limit data access to company-approved devices only. Educate employees on the risks of using personal devices for work purposes.

5. Refine SOPs: Continually review and update your Standard Operating Procedures. Encourage staff adherence through training and incentives.

6. Reduce Data Hoarding: Regularly clean out outdated or unnecessary data. If deletion isn't an option, opt for secure, off-site storage.

The impact of these strategies? Enhanced security, reduced risk, and stronger customer trust. These are not just protective measures; they are competitive advantages that can set your business apart in the digital marketplace.

17/10/2025

Every team believes they’re driving the company’s success. Yet, conflicting goals and miscommunication can derail the most promising initiatives.

Let's uncover the real barriers and actionable solutions to cross-functional collaboration.

Align Goals Publicly:
Without a unified vision, teams can work at cross-purposes. Ensure top management clearly communicates company goals, making them accessible to everyone. Tools like Orgzit can centralise these objectives, fostering alignment.

Clarify Roles and Responsibilities:
Misunderstanding each other's roles breeds inefficiency. Conduct regular 'show and tell' sessions to educate team members about different functions. Assign clear responsibilities and use platforms like Orgzit to maintain transparency.

Foster Awareness of Projects:
Collaboration opportunities are often missed due to a lack of awareness. Share summaries of ongoing projects across the company. Keep updates concise to avoid information overload.

Present Clear Proposals:
New projects can seem daunting due to perceived time commitments. When seeking collaboration, present a detailed proposal with timelines and clear roles. This approach reduces hesitation and fosters prompt engagement.

Encourage Incremental Changes:
Resistance to change is natural. Introduce new methods gradually. Start with small projects to demonstrate the benefits of new tools or processes, easing the transition for reluctant team members.

Promote a Culture of Collaboration:
Foster an environment where collaboration is valued. Recognise and reward team efforts that span multiple departments. This can help in building a culture that sees collaboration as a norm rather than an exception.

Utilise Collaboration Tools:
Invest in reliable collaboration tools like Orgzit to streamline communication and project management. These tools can help track progress, manage tasks, and facilitate smoother interactions across teams.

15/10/2025

Personalised video communication is transcending traditional marketing boundaries, turning routine outreach into a pivotal brand-human connection. Here’s why it’s quickly becoming indispensable:

1. Start with a Story: Leverage business storytelling to captivate and engage. A purposeful story, centred around your viewer’s needs, enhances message relevance and recall.

2. Emotional Connection: Integrate emotional content that resonates on a personal level. This not only humanizes your brand but ensures the information shared is memorable and impactful.

3. Customization is Key: Tailor every video with visual cues that reflect individual viewer preferences. This could range from displaying their name prominently to using their brand colours.

4. Focus on Solving, Not Selling: Shift the narrative from selling to solving problems. Discuss real business impacts and solutions tailored to the viewer’s specific challenges.

5. Engaging Introductions: Craft your introductions to establish trust and set the tone from the outset. Your introduction should resonate with professionalism and approachability.

6. Strategic Timing: Choose the right moment for your story, ensuring the length and timing are conducive to the viewer’s engagement levels.

7. Keeping Goals in Focus: Start with the end in mind to make your content concise and directed towards your strategic goals.

Implementing these strategies will not only boost your video engagement rates but also forge deeper connections with your audience, fostering trust and long-term loyalty.

10/10/2025

🚨 Most B2Bs overlook real-time personalisation because they assume it's complicated, costly, or risky.

But in reality, with AI-powered tools, it’s easier than ever to offer customised experiences that B2B buyers crave.

👉 Let’s discuss five tactics to elevate your strategy:

1️⃣ Self-Nurturing Landing Pages: Provide an endless stream of relevant content, just like Netflix. Today's millennial B2B buyers are used to consuming streams of content and will appreciate a hub that’s tailored and valuable.

2️⃣ Content Recommendations: Organise your content in a hub that adapts to individual buyer behaviour. By analysing past interactions, you can surface new and relevant pieces across various formats like infographics, videos, and podcasts.

3️⃣ Dynamic CTAs: Use intent data and browser information to craft CTAs that speak directly to the visitor’s interests, company, and buying stage. This personal touch significantly increases click-through rates.

4️⃣ Exit-Intent Popups: Instead of a generic form, provide valuable content when a visitor tries to leave. Share a targeted eBook, guide, or case study aligned with their interests to keep them engaged.

5️⃣ Keyword-Based Landing Pages: Personalise landing pages based on keywords and PPC campaigns. Cater to their specific interests and provide targeted insights to maximise conversions.

🎯 These tactics can lead to meaningful relationships and higher conversions.

What other innovative tactics do you use for personalisation?

08/10/2025

Too often, marketers think ABM is simply targeting accounts that match the ICP and stopping there. To truly succeed, however, you need to tailor every interaction and create campaigns that align with your buyer's journey.

The effectiveness of an ABM strategy hinges on how well you understand your target accounts and craft campaigns that resonate personally. Creating vertical-specific web pages that feature tailored content will enhance your buyer's journey. But personalization isn't just at the account level; each contact under the account must be understood to deliver messaging that feels personal and value-driven.

Tailor Your Web Pages: Align content and messaging with each account's vertical to provide relevant resources and seamless experiences.
VIP Virtual Events: Host exclusive virtual events to foster authentic relationships, encouraging candid conversations and customer advocacy.
Personalized Executive Outreach: Create outreach strategies for each stakeholder, from personalized videos to podcast invites.
Cross-Team Collaboration: Build a dedicated ABM Center of Excellence with roles spanning sales, campaign management, content, and digital marketing.
Effective Target Lists: Partner with sales to create accurate target lists using ICP data and instincts. Refine and prioritize based on their readiness to buy.
Intent-Driven Ads: Use data to guide targeted advertising, ensuring that messages align with their place in the buyer's journey.

When strategically implemented, these niche tactics will amplify engagement and streamline your ABM funnel. By personalising every touchpoint and ensuring sales-marketing alignment, you'll see a surge in conversions.

03/10/2025

Sales and marketing alignment is key to unifying your approach and smashing growth targets. ⚡ But how do we move from siloed thinking to seamless collaboration?

Here's your guide to strategic alignment:

Shared Goals: Both teams must work towards common objectives, from revenue growth to successful product launches. A unified vision makes collaboration easier.
Joint Strategy: Create go-to-market strategies together. Regular meetings to analyse metrics and refine tactics build cross-team buy-in and eliminate confusion.
Agreed Processes: Standardise cross-team collaboration. Document how sales and marketing should interact, define roles, and agree on responsibilities.
Constructive Criticism: Embrace uncomfortable conversations. Constructive feedback fosters understanding and improves the end result.
Centralised Communication: Consolidate conversations using dedicated tools like Slack or email. Everyone stays informed and on the same page.
Sales Enablement: Leverage enablement to act as a bridge between teams. Training on using marketing assets makes them more effective.
Lead by Example: When top leaders stay aligned, direct reports follow. Celebrate cross-team wins and foster an inclusive culture.
📢 Impact: Sales and marketing alignment can unlock hidden growth potential. From boosting sales effectiveness to delivering a seamless customer experience, integrated teams achieve goals faster and smarter.

✨ Are your teams aligned, or are silos holding you back? What will you implement next to maximise alignment?

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