EP. 151 - Brand Building Vs. Sales Activation In ABM! Mason Cosby & Liam Moroney on Short-Term vs. Long-Term Marketing Success

This is a podcast episode titled, EP. 151 - Brand Building Vs. Sales Activation In ABM! Mason Cosby & Liam Moroney on Short-Term vs. Long-Term Marketing Success. The summary for this episode is: <p>In this episode of <em>Scrappy ABM</em>, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> invites <a href="https://www.linkedin.com/in/liammoroney/" rel="noopener noreferrer" target="_blank">Liam Moroney</a>, 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.</p><p><br></p><p><strong>Best Moments:</strong></p><p>(00:32) Introduction to Liam Moroney and the episode’s focus</p><p>(01:25) Popular marketing chart showing short-term sales activation vs. long-term brand building</p><p>(03:00) Mason’s background in sales and marketing</p><p>(05:58) Liam’s perspective on brand awareness in marketing</p><p>(12:07) Debate on balancing brand building with sales activation</p><p>(18:48) Why brand metrics matter for marketing effectiveness</p><p>(26:00) Measuring brand metrics effectively</p><p>(35:37) Brand awareness in ABM programs</p><p>(44:55) How Scrappy ABM approaches building its own ABM program</p><p>(47:46) Impact of budget cycles on marketing effectiveness</p><p>(54:58) Final thoughts on why brand awareness is crucial</p><p><br></p><p><strong>Guest Bio:</strong></p><p><a href="https://www.linkedin.com/in/liammoroney/" rel="noopener noreferrer" target="_blank">Liam Moroney</a> 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.</p>