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 and CEO of startup marketing agency,Firebrand. Firebrand works with early- and late-stage startups to help raise awareness and drive demand. It does this through integrated programs involving PR, content marketing and digital marketing. The firm was recently recognized as the Boutique Agency of the Year by the PRSA (Public Relations Society of America) and awarded Gold Winner of theB2B PR Campaign of the Year by The Drum. Firebrand works with startups in sectors spanning fintech, cybersecurity, AI/ML and infrastructure such as Emburse, Human Interest, Planful, Weaviate and Yubico.
Prior to Firebrand, Morgan was the founder in the US of LEWIS, a global communications firm, which grew to $35m in revenues and 200+ staff in the US, and $75m with 600 staff globally. He has over 30 years' tech experience, both consumer and B2B. At LEWIS, Morgan lead the acquisition of three companies - Page One which was integrated and rebranded as LEWIS Pulse; the Davies Murphy Group, a 65-person PR and marketing consultancy; and Piston, a 50-person full-service digital advertising agency.
Morgan has been a speaker at events for AlwaysOn, Holmes Report, MIT / Stanford VLABs, OnHollywood, PR News, PRSA, Social Media Club, Social Media World Forum, Venture Capital and Private Equity Group, and WITI. PRWEEK named him to its Global PR Powerbook in 2015 and 2016.
Morgan is the host of weekly startup marketing podcast, FiredUp!
