The B2B Marketing
Message Development Toolkit

B2B growth lives and dies on one thing: message–market–fit. If your message doesn’t match what buyers care about right now, no amount of spend, channels or technology will save the campaign.

As David Ogilvy said, “Five times as many people read the headline as the body copy. When you’ve written your headline, you’ve spent eighty cents of your dollar.”

This toolkit exists to make sure every line you publish earns those eighty cents. Inside, you’ll find practical frameworks for sharpening value propositions, building emotionally intelligent messaging, adapting your story to any market, and using proven formulas to drive response at every stage of the funnel.

Enjoy,
James Sandberg

About James Sandberg

James is an award winning digital strategist with over 20 years experience in automation and data driven sales and marketing. 

James has helped over 80 global brands automate their sales and marketing including Unilever, Diageo, MasterCard, HSBC, Lexis Nexis among Others. He has also helped numerous tech start-ups launch and successfully scale up.

Prior to setting up Metranomic, James was the managing director of CRM and customer engagement consultancy Ogilvy One and the European strategy director for the customer loyalty division of Collinson Group. 

Recognition

Previous Clients

What Is Metranomic?

Metranomic is a digital strategy and capability development partner to B2B leadership teams. We embed into teams for 3–6 months to sharpen their go-to-market, streamline and fully integrate martech, and build a repeatable pipeline—driving efficiency, effectiveness, and measurable growth. We design and deploy practical systems, automate the busywork, upskill your team, and run to transparent KPIs— deep capability development and accountable handoffs. Zero fluff.

Diagnostics

Benchmark your digital performance and build a prioritised list of tactical and strategic initiatives to improve digital ROI.

  • Strengthen Data & Analytics Strategy
  • Streamline Digital Infrastructure
  • Enhance Content Performance
  • Optimise Digital Channels

Programmes

Build the strategy, systems and processes needed to achieve digital excellence in your GTM or ABM initiatives.

  • Strengthen marketing performance
  • Align Sales & Marketing
  • Mitigate Marketing Risk
  • Maximise Customer Retention

Sprints

Programmes are broken down into focused 4-6 week  capability development sprints to accelerate your marketing and sales performance.

  • Rapidly Enhance Capability
  • Strengthen Marketing Operations
  • Leverage New Growth Tactics
  • Improve Budgetary Efficiency

How We Build Tailored
Programmes In 3 Steps

Metranomic’s GTM Performance Diagnostic is a fast, forensic benchmark of your sales and marketing performance. We analyse how you operate day to day, the tactics you run, and the strategy behind them— then map the strengths, opportunities, and bottlenecks in your current approach. We convert our diagnostic findings into a tailored programme to accelerate sales & marketing performance, fully aligned to your revenue targets. We work in short and focused delivery sprints to build capability and drive effectiveness. No fluff— just decisions, a joined-up programme, and the actions that move pipeline.

Number 1

GTM Performance Diagnostic

Measuring over 400 performance metrics across the six dimensions of go-to-market strategy, providing actionable insights to inform growth objectives and resource allocation

Number 2

Digital performance scorecard

We translate the diagnostic into a fully scored and prioritised set of short- and long-term tactical and strategic initiatives to accelerate performance.

Demand Generation Scorecard
Number 3

Tailored Programmes

Using the scorecard to build a tailored programme, we run delivery sprints that streamline processes, integrate tooling and optimise strategy—then deploy, train, and iterate to lift ROI.

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Complimentary Quick-fire Strategy Session

Book your 60-minute strategy call now

This 60-minute, complimentary ABM & Demand Gen session is tailored to your business. We start with a quick Q&A on goals, target accounts, and current outreach. Then we stress-test targeting, messaging, channels, and CRM handoffs against best practice.

You’ll leave with 5 prioritised actions and 3 website fixes to lift enquiries—packaged into a clear 90-day plan.

  • Build your engagement plan for high-value accounts
  • Identify overlooked growth opportunities
  • Walk away with a 90-day ABM roadmap
Book Now
Demand Generation Strategy Session

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What people say...

"I have known James since 2011 where we launched a new brand for Diageo in Asia. Great fun and happy client. More recently I have parachuted James into my own client roster to get strategic advice on how to scale SAAS businesses for 4 separate clients. Great collaboration (I build the SAAS, Metranomic drive market demand). If you want to build a sales system that's scalable and build your sales operations, give them a call. Great team - top notch"
Ian Morrison
CEO at GKIM
James and the Metranomic team have phenomenal understanding of SAAS marketing which is why we used them at ZoomMail to sharpen our proposition and land our positioning in the market. "AI driven email marketing has arrived" - very succinct and a perfect positioning statement for us. The team did a deep dive analysis of the email marketing landscape and surfaced powerful insights for us that form the foundation of our sales pitch and sales messages. Diligent, rigorous and highly capable. Hire them!
David Hazzard
CEO at Zoom Mail
"Worked with the team on several B2B campaigns and the results were really positive. We were able to significantly boost our sales pipeline and generate a positive ROI in the UK. Great knowledge and expertise"
Natasha French
Business Development at Recipe Design
“Instrumental in outlining, building and delivering our digital strategy. Immensely talented and knowledgeable in the area of growth marketing, marketing automation and all things digital.”
Tom Evans
Founder - Bleepbleeps
“James assisted Hawes & Curtis with our digital & e- commerce strategy. During our time working with the team, we were delighted with the professional can do attitude and would recommend working with them in the future.”
Hannah Dwyer
CRM Manager – Hawes & Curtis
“James has thorough understanding of all things digital. His strategic skills are excellent as is his business acumen. James did an outstanding job of growing and managing Ogilvy One's clients, which fuelled the agency's growth as a whole. The range of his experience is impressive, spanning everything from mobile to social.”
Graham Kelly
Executive creative director - Ogilvy
“Great agency - I'd highly recommend! I needed to develop our brand strategy and website. Using their unique approach to brand development, we have something that communicates our offering really clearly. Great copywriting, graphics and a brand identity that is spot on.”
Marie Tyrrell
Founder – R&R Accountancy
“Really great to work with - transformed our ways of working which have been a real factor in the company's long term growth. The team helped us transform our digital operations with marketing automation, analytics and a long term digital strategy. The team are diligent, focused and devoted to their client's objectives.”
Jay Mitchell
Director – 1883 Magazine
“Highly recommend partnering or collaborating with the team if you want to take your marketing performance to another level. The refreshing partnership approach and the commitment to be at the fore of marketing and automation is unwavering.”
Dean Seddon
CEO – Maverrik
"James worked across several departments to develop a customer retention roadmap and strategy. The rigour and expertise in customer engagement, customer loyalty and SAAS marketing is really impressive. James has a knack of simplifying complexity and gets the job done right. Super friendly guy and great to work with."
Maria Iliana Fotopoulou
Marketing Manager, XpertHR
“James has thorough understanding of all things digital. His strategic skills are excellent as is his business acumen. James did an outstanding job of growing and managing Ogilvy One's clients, which fuelled the agency's growth as a whole. The range of his experience is impressive, spanning everything from mobile to social.”
Graham Kelly
Executive creative director - Ogilvy
James thoroughly understands all elements of the digital marketing value chain and how to apply them. He can help with early stage market validation as well, pushing start ups to really understand their customer profiles and then use the proper channels.
Sam Plumptre
Founder - Coinvestor
“I worked with James for nearly 2 years and always enjoyed working with him- he is responsive, intelligent and has a can do attitude, and has great technical knowledge. I have no hesitation in recommending that you hire him!”
Alexandra Jorissen
Regional Client Lead – Google
“Professional and dedicated, always coming up with new ideas, very well informed regarding all the new developments in the field of search engine marketing and online marketing. Great to work with - I wouldn't hesitate for one second in recommending!”
Karim G
Head of Growth – NuKi Health
“I worked with James for almost 2.5 years while I handled Smirnoff at Diageo. James essentially helped set up our entire digital marketing effort. James is indefatigable and diligent. I truly applaud him for this and for showing me perspectives that I would otherwise have missed.”
Nakul Pathak
Commercial Director - Diageo
“James's deep knowledge of digital enables him to consult with clients on a holistic basis and deliver solutions that are tailor made to client’s business needs. Being detail focused and results orientated he is also able to get involved every step of the way on projects and deliver high quality to clients.”
Harshad Hardikar
Senior Vice President – Ogilvy
“Totally transformed our business. I would highly recommend the team to anyone, whether start-up or fully established business to 10x your marketing and sales success.”
Madeline Penton
Co Founder & CEO - ICPlan
“I have worked with the team over the past few years – their strength lies in their ability to develop actionable consumer insights, get under the skin of the customer and the competition to develop a competitive advantage.”
Richard Marshall
Founder – Pall Mall Barbers
"James managed our outbound prospecting and delivered a truckload of meetings to our sales team which massively accelerated our pipeline. When it comes to B2B marketing and scaling with systems, James is your man. Highly recommended"
Darwin Medina
Sales - Safe Space
"James is the 007 of sales automation. He's an absolute assassin... a massive help driving b2b sales and accelerating pipeline. He and his team at Metranomic were instrumental in building our market expansion strategy via email and delivered great results. Lethal!"
Paul Regan
CEO at Ghost Treatments
"James is providing us with invaluable support with marketing strategy and being an enormously help in making us more visible and sales to our core audience. He's a great guy to work with and we can't recommend him enough to tech startups or any business for that matter - It's straightforward with James, he's a guru in tech, marketing and customers. All I can say is get him on your team now!"
Damian Oracki
Principle - Showslice