An ABM program with weak content? Dead on arrival. Jim Gilkey brings on Jeff Cypher to deliver a clear warning and a practical solution. Jeff breaks down exactly why content — especially video — is the most important lever in your ABM strategy. He shares how mapping content to awareness stages and buying personas is the key to building trust and creating value across target accounts. Jeff doesn’t stop at theory: he talks through using Google’s 7–11–4 rule, YouTube remarketing, and the most overlooked source of content ideas — your sales team. If you're still writing blogs in isolation and hoping they convert, this episode is your wake-up call.👤 Guest BioJeff Cypher is a content-first ABM specialist who’s led marketing at companies like ZenPilot and Scrappy ABM. With a sharp eye for buyer behavior and a belief in video-first strategy, Jeff helps companies build the kind of trust that drives real pipeline.📌 What We CoverThe #1 reason most ABM content strategies fall flatHow to map content by both buying stage and personaWhat Google’s 7–11–4 rule means for your content calendarWhy video builds trust faster than written content aloneHow to turn sales objections into high-performing contentThe underrated power of YouTube for long-term engagementA practical content-mapping workflow to guide your strategyWhat marketers miss by skipping conversations with customers🔗 Resources MentionedScrappyABM.com/bev — sponsor link for repeatable ABM playsGoogle’s 7–11–4 Rule (referenced conceptually)

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