Scrappy ABM EP. 153 - Creating ABM Content That Gets Used! — Benjamin Ard on Organizing, Leveraging AI & Driving Relevancy
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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.
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Relevancy over Personalization
- Prioritize content relevancy over personalization for greater impact.
- Focus on answering customer questions rather than creating generic personalized content.
Centralized Question Repository
- Create a central repository for documenting all customer questions.
- Encourage every team member who interacts with customers to contribute.
Pilot Programs and Advocacy
- Run pilot programs to refine processes before full implementation.
- Gather feedback and identify advocates within the sales team for better buy-in.