Balancing branded terms and customer language

Account-based marketing teams want every interaction to build trust, not erode it. On Scrappy ABM, host Mason Cosby sits down with Jeni Bishop to focus on brand and design within ABM programs, rather than just talking about awareness. Jeni shares why every interaction is a touchpoint that either builds trust over time or breaks it when you show up differently each time.

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Together, they walk through how to keep ads, content, emails, SDR outreach, and sales outreach consistent so a prospect doesn’t feel like they landed in the wrong place. Jeni explains her “take the logo off” test, why your company has to be the wrapper, and how overusing a target account’s colors, fonts, and logo can confuse people and erode brand trust. They also get into one-to-one versus one-to-few versus one-to-many ABM, how language from ICP research shapes messaging, and why branded solution terms come after problem language in the journey on Scrappy ABM.

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👤 Guest Bio

Jeni Bishop is VP of marketing and head of brand at Cordial. She works at a MarTech company focused on orchestrations and customer journeys, and she brings a brand and design perspective to account-based marketing programs. Jeni thinks about every interaction as a touch point that builds trust over time, from one-to-many campaigns to one-to-one content deeper in the funnel. This is her first podcast ever, and she is excited to be here. You can find her on LinkedIn and at cordial.com.

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📌 What We Cover

• Why every interaction in an ABM program is a touch point that builds trust over time
• How showing up differently every time erodes trust with prospects and accounts
• The role of buttoned-up brand guidelines in keeping touch points consistent across ads, content, emails, SDR outreach, sales outreach, and marketing content
• The “take your logo off the asset” test to see if people can still tell it’s your brand
• How over-customizing with a target account’s color palette, fonts, lifestyle imagery, language, and logo can work against your brand
• Logo hierarchy in one-to-one programs: making sure your logo is more prominent so people know where the ad or content came from
• Why your brand should be the wrapper through brand colors, fonts, and imagery so the ad and the website feel like the same experience
• Brand is others’ perception of your company, and how messaging shapes that perception
• Using ICP research, keyword research, and surveys to understand the language prospects use for their problems and challenges
• Examples like “orchestrations” versus “journey” and “account progression model” versus “funnel” or “customer journey map”
• Balancing problem language prospects use with branded terms that position your solution as unique, distinguished, and differentiated
• Budget challenges, doing more with less, and why one-to-few ABM can be more cost-effective than one-to-one while still feeling personal
• Grouping accounts that share very similar characteristics and challenges so campaigns can address their problems and still feel specific
• Moving from one-to-many to one-to-few at the top of the journey and focusing on one-to-one personalization on active pipeline and deal cycles
• Using one-to-one content lower in the funnel when you know their needs and challenges, and there is less guesswork
• How inconsistent experiences between the ad and the website put a question mark in a prospect’s head
• Aligning every touch point to create a seamless journey that builds trust, brand affinity, and recognition over time

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🔗 Resources Mentioned

• Cordial – The company where Jeni is VP of marketing and head of brand, referenced throughout the conversation.
• Jeni Bishop on LinkedIn – Jeni invites listeners to check her out on LinkedIn.
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a conversation about ABM.

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