In this engaging discussion, Jeni Bishop, VP of Marketing at Cordial and a branding expert, emphasizes the importance of consistent brand touchpoints in account-based marketing. She highlights the risks of over-customizing creative and explains her 'take the logo off' test to maintain brand integrity. Jeni also delves into effective messaging strategies, advising on the balance between using prospect language and branded terms. With insights on one-to-many versus one-to-one ABM strategies, she provides actionable tips for building trust through every customer interaction.
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volunteer_activism ADVICE
Consistency Builds Trust
Do keep your brand consistent across every ABM touch point to build trust over time.
Avoid showing up differently across ads, emails, SDR outreach, and sales messages because it erodes trust.
volunteer_activism ADVICE
The Logo-Off Brand Test
Do run the "take your logo off" test to check if assets still feel like your brand.
Use your brand as the wrapper and keep your logo, colors, and fonts more prominent than account-specific elements.
volunteer_activism ADVICE
Make Your Logo The Anchor
Do prioritize your logo in co-branded assets so viewers know who the content came from.
Make your logo bigger and more prominent than the prospect's logo to avoid confusion.
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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.
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