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

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Podcast episode graphic: Creating ABM Content That Gets Used! Episode 153, featuring Benjamin Ard discussing organizing, leveraging AI, and relevancy. Microphone icon and title Scrappy ABM with Mason Cosby. Dark green background.

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.

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.

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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

Transcript not available.