EP. 151 - Brand Building Vs. Sales Activation In ABM! Mason Cosby & Liam Moroney on Short-Term vs. Long-Term Marketing Success

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.