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.