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EP. 151 - Brand Building Vs. Sales Activation In ABM! Mason Cosby & Liam Moroney on Short-Term vs. Long-Term Marketing Success
Manage episode 471138112 series 3597488
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.
166 episodes
Manage episode 471138112 series 3597488
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.
166 episodes
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