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 Bio

• Jeff 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 Cover

• The #1 reason most ABM content strategies fall flat
• How to map content by both buying stage and persona
• What Google’s 7–11–4 rule means for your content calendar
• Why video builds trust faster than written content alone
• How to turn sales objections into high-performing content
• The underrated power of YouTube for long-term engagement
• A practical content-mapping workflow to guide your strategy
• What marketers miss by skipping conversations with customers

🔗 Resources Mentioned

• ScrappyABM.com/bev — sponsor link for repeatable ABM plays
• Google’s 7–11–4 Rule (referenced conceptually)