Scrappy ABM
EP. 153 - Creating ABM Content That Gets Used! — Benjamin Ard on Organizing, Leveraging AI & Driving Relevancy
Mar 20, 2025
In this conversation, Benjamin Ard, co-founder and CEO of Masset.ai, shares his expertise on enhancing ABM content usage. He emphasizes the importance of relevance over mere personalization in marketing materials. Benjamin discusses centralizing content around customer inquiries and involving the entire organization in the creation process. He highlights innovative uses of AI for organizing and effectively searching content while keeping it authentic. The episode delves into co-creating impactful materials through collaboration between marketing and sales teams.
20:50
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Quick takeaways
- Focusing on relevant content creation that addresses core customer questions enhances engagement and ensures materials are actively utilized by sales teams.
- Centralizing and organizing content by customer inquiries fosters collaboration among departments, enabling a more effective and authentic content creation process.
Deep dives
Prioritizing Relevancy Over Personalization
When developing an account-based marketing (ABM) program, the focus should be on creating relevant content rather than overly personalized pieces that may not scale effectively. Practitioners often struggle with the idea of generating tailored content for each account, leading to a backlog of resources that remain unused. Instead, identifying the key questions stakeholders have and using those to guide content creation is essential. By collating input from sales teams about what prospects are asking, marketers can produce materials that directly address these inquiries, thus enhancing engagement and utilization.
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