In today’s tech marketing circles, efficiency is the name of the game. And there’s one strategy that 97% of marketers say delivers higher Return on Investment than others: Account-Based Marketing (ABM). ABM is a strategic approach to marketing, in which brands target specific accounts with tailored messaging, content, and outreach. Data, AI, and machine learning are leveraged to identify target account decision-makers when they’re in-market, enabling marketers to create personalized content and engage targets –primarily through advertising – in the channels they frequent.
As PR is usually considered a means of driving broad brand awareness to fill the top of the sales funnel at best, PR programs typically have not been part of ABM strategies. However, communications departments are under pressure to demonstrate clear business impact which, in the current economic uncertainty, means pipeline and revenue. To meet that need, Firebrand has launched an industry-first: an integrated Account-Based Marketing and PR service.
What is ABPR?
Our Account-Based PR (ABPR) service reinforces ABM efforts with highly targeted PR programming. We use media readership and social engagement data to identify media outlets of most relevance to target decision-makers and use intent data and social listening to develop campaigns that address their specific needs and concerns.
By combining earned media, events, social media, influencers and paid media, we help clients “surround” prospective buyers to drive engagement and conversion. Integrated ABM and ABPR campaigns are measured by analyzing lift in presence, engagement, and pipeline revenue from target accounts.
Firebrand has partnerships with leading ABM platform Demandbase and attribution platform Ruler Analytics to plan, execute, and measure these campaigns.
ABM + PR = Impact
ABM can provide incredibly valuable insights to help inform PR campaigns. For example, we use intent data to understand the topics that drive the most account activity, see which target accounts engage, and then feed that into our PR efforts. By the same token, PR can enhance ABM by educating and nurturing prospects, moving them closer to conversion. In fact, it’s a perfect example of Firebrand’s Multiplier Marketing approach.
Firebrand’s ABM services are designed specifically for startups and fast-growing companies. Brands can begin with pilots targeting one to two segments and scale up to full programs leveraging an ABM platform to provide deep insights and manage highly-customized campaigns for multiple segments at scale.
Technology startups interested in learning how account-based marketing and account-based PR can work together to drive pipeline, can learn more here.
About the Author
Morgan McLintic is the founder of Firebrand. With over 25 years’ experience in the tech sector, he advises clients about their marketing and PR strategy. Prior to Firebrand, he was the founder of digital communications agency, LEWIS in the US, growing it to 250 staff and $35m revenue.
