Scrappy ABM EP. 151 - Brand Building Vs. Sales Activation In ABM! Mason Cosby & Liam Moroney on Short-Term vs. Long-Term Marketing Success
Mar 13, 2025
Liam Moroney, CEO of Storybook Marketing, shares his insights on the vital interplay between brand building and sales activation. He argues that prioritizing brand awareness is essential for long-term success in marketing. The discussion dives into balancing quick wins with sustainable growth, emphasizing the importance of measuring brand metrics effectively. Liam highlights the need for personalized outreach alongside a content-led approach, urging marketers to foster meaningful relationships for lasting impact in the competitive B2B landscape.
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Brand Awareness is Foundational
- Brand awareness underpins everything in marketing; activation depends on prior awareness to be effective.
- Activation and brand building are symbiotic, not sequential processes.
Activation Leveraged Existing Relationships
- Mason Cosby shared how initial personalized outbound pitching to 50 contacts led to 10 customers.
- This early activation leveraged existing relationships before brand development efforts.
Brand And Activation Run Together
- Brand and sales activation run concurrently, not as separate phases.
- Over-indexing on activation without brand awareness leads to pipeline depletion and increasing costs.
