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EP. 153 - Creating ABM Content That Gets Used! — Benjamin Ard on Organizing, Leveraging AI & Driving Relevancy

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Manage episode 472408347 series 3597488
Content provided by Mason Cosby. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Mason Cosby or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

In this episode of Scrappy ABM, host Mason Cosby speaks with Benjamin Ard, co-founder and CEO of Masset.ai, about creating ABM content that sales teams actually use. They discuss how to identify relevant content, organize it effectively, and involve the entire organization in content creation—while making use of AI to streamline the process.

Best Moments:

(01:27) The importance of relevancy over personalization in content creation

(02:51) Centralizing content and organizing it by customer questions

(05:01) Documenting customer questions across all touchpoints

(08:59) Running pilot programs before full implementation

(12:03) Using AI to organize and search content efficiently

(17:24) Leveraging AI for content creation while maintaining authenticity

(18:55) Involving the entire organization in the content creation process

Guest Bio:

Benjamin Ard is the co-founder and CEO of Masset.ai. With a background in marketing, Ben specializes in helping businesses centralize and organize their content for more effective sales and marketing utilization, particularly within ABM programs. He’s also the host of the Content Amplified podcast.

  continue reading

167 episodes

Artwork
iconShare
 
Manage episode 472408347 series 3597488
Content provided by Mason Cosby. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Mason Cosby or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

In this episode of Scrappy ABM, host Mason Cosby speaks with Benjamin Ard, co-founder and CEO of Masset.ai, about creating ABM content that sales teams actually use. They discuss how to identify relevant content, organize it effectively, and involve the entire organization in content creation—while making use of AI to streamline the process.

Best Moments:

(01:27) The importance of relevancy over personalization in content creation

(02:51) Centralizing content and organizing it by customer questions

(05:01) Documenting customer questions across all touchpoints

(08:59) Running pilot programs before full implementation

(12:03) Using AI to organize and search content efficiently

(17:24) Leveraging AI for content creation while maintaining authenticity

(18:55) Involving the entire organization in the content creation process

Guest Bio:

Benjamin Ard is the co-founder and CEO of Masset.ai. With a background in marketing, Ben specializes in helping businesses centralize and organize their content for more effective sales and marketing utilization, particularly within ABM programs. He’s also the host of the Content Amplified podcast.

  continue reading

167 episodes

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