In this episode of Scrappy ABM, host Mason Cosby invites Liam Moroney, CEO of Storybook Marketing, to explore the often-debated relationship between brand building and sales activation—especially within Account-Based Marketing (ABM). They dive into how brand awareness drives long-term success, the importance of measuring brand metrics effectively, and how to maintain a balance between quick wins and sustained growth.
Best Moments:
(00:32) Introduction to Liam Moroney and the episode’s focus
(01:25) Popular marketing chart showing short-term sales activation vs. long-term brand building
(03:00) Mason’s background in sales and marketing
(05:58) Liam’s perspective on brand awareness in marketing
(12:07) Debate on balancing brand building with sales activation
(18:48) Why brand metrics matter for marketing effectiveness
(26:00) Measuring brand metrics effectively
(35:37) Brand awareness in ABM programs
(44:55) How Scrappy ABM approaches building its own ABM program
(47:46) Impact of budget cycles on marketing effectiveness
(54:58) Final thoughts on why brand awareness is crucial
Guest Bio:
Liam Moroney is the CEO of Storybook Marketing. With a background in demand generation and a passion for brand strategy, Liam brings a unique perspective on balancing short-term activation with long-term brand building. His advocacy for measuring and prioritizing brand awareness has made him a notable voice in marketing effectiveness and MarTech discussions.
