Firebrand logo
  • Solutions
    • Announce Funding
    • Build Brand Awareness
    • Generate More Leads
    • Reduce Cost per Lead
    • Launch a New Product
    • Be Found Online
  • Services
    • Public Relations
    • Digital Marketing
      • GEO
      • SEO
      • ABM
    • Content Marketing
    • Multiplier Marketing
    • Audits
      • Content Marketing
      • Paid Media
      • SEO
      • Martech Configuration
  • Clients
    • Clients
    • Case Studies
    • Client Testimonials
  • Resources
    • Resource Center
    • Blog
    • Podcast
    • Deep Dives
    • Store
    • Newsletter
  • About
    • About Us
    • Why Firebrand
    • Team
    • Join
    • Values
    • Our Pledge
  • Contact

Supercharging ABM with PR

by Morgan McLintic | Apr 22, 2024 | Blog, Business, Digital Marketing, Marketing, PR

Supercharging ABM with PR

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. 

ABPR (account based public relations) icon

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

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 led 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.

Follow Morgan onLinkedIn, tune into theFiredUp! podcast, or explore his latest posts onFirebrand’s blog.

  • Morgan McLintic
    https://www.firebrand.marketing/author/morganm/
    Can PR Help with AI Search?
  • Morgan McLintic
    https://www.firebrand.marketing/author/morganm/
    Firebrand Solutions Tackle Common Startup Marketing Challenges
  • Morgan McLintic
    https://www.firebrand.marketing/author/morganm/
    Startup Marketing Predictions for 2025
  • Morgan McLintic
    https://www.firebrand.marketing/author/morganm/
    Firebrand is Gold Winner for B2B PR Campaign of the Year in The Drum Awards

Share this:

  • Click to share on X (Opens in new window) X
  • Click to share on Facebook (Opens in new window) Facebook
  • Click to share on LinkedIn (Opens in new window) LinkedIn

Related

Related:

13 Must-Read Books for Startup Marketers with image of 5 books lined up next to each like on a bookshelf13 Must-Read Books for Startup Marketers Startup Marketing Predictions for 2024 with image of crystal ballStartup Marketing Predictions for 2024 The Tech & Media Culture Awards No One Asked For But We’re Delivering Anyway with image of Trophy and First place ribbonThe Tech & Media Culture Awards No One Asked For But We’re Delivering Anyway
  • Clothing99 products
  • Uncategorized1414 products
  • Accessories1616 products

Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.

  • Follow
  • Follow

Public Relations – Content Marketing –
Digital Marketing – Influencer Relations
© 2025 Firebrand Communications LLC
San Francisco, California, USA

Latest posts

Millennials Matter in B2B – Here’s How to Market to Them Smarter

Jun 18, 2025

If you're trying to get more out of your 2025 marketing strategy, you need a millennial cheat sheet. I’m a millennial myself — I remember when hearing “You’ve got mail!” felt like tech nirvana, and now I’m leading content and growth strategies for B2B tech brands. ...

How to Break the Cycle of Generic B2B Content Creation

Jun 11, 2025

There’s no shortage of B2B content. Your competitors are churning it out, creating immense pressure on you to not only keep up, but to publish content that proves you’re the market leader. But you face a major challenge: making it stand out. In a world full of endless...

Firebrand Wins 2025 Communicator Award for Integrated & Multi-Channel Business-to-Business Campaign

Jun 3, 2025

The Communicator Awards has recognized Firebrand with an Award of Distinction in the Integrated & Multi-Channel Business to Business Campaign category for our work with VMware. This win celebrates a bold, integrated push to reposition VMware as the “trendsetters”...

Quick Links

Home
Why Firebrand
Public Relations
Digital Marketing
Content Marketing
Clients
Join
Blog
Privacy Policy

Cookie Policy
AI Policy