We’re now seeing more B2B startups adopt Account-Based Marketing (ABM). Once they have product-market fit, and a defined, repeatable sales motion with a clear ICP, they can start to narrow down on a target audience with confidence. Startups have limited resources, so focusing brand awareness and demand gen efforts on a specific list of target accounts makes intuitive sense. Thankfully, there are ways that startups can begin account-based advertising for instance, without needing a dedicated ABM platform (as great as a platform like Demandbase can be though).
To start ABM, you need a target account list. Many of our clients turn to Apollo to develop it since it offers the broadest database of up-to-date contacts at a cost-effective price.
But Apollo is far more than a list provider. It has other key tools, such as intent data, cold email sequencing, lead enrichment and reverse IP look-ups to de-anonymize web traffic, that startups need on their ABM journey.
That’s why today, we are happy to announce that Firebrand has become an official Apollo partner. What does that mean? Well, beyond a good deal for our clients, it means we have dedicated access to the company for questions and support, access to training materials, and insight into upcoming developments on the platform.
Our clients need a martech stack that delivers killer value and scales with them. You’d be hard-pressed to find one with more features than Apollo. It has a whole bunch of messaging, meeting scheduling and deal management tools we don’t typically need, and frankly, it’s still better value than most standalone products. It’s almost overwhelming, like a Vegas breakfast buffet.
We’re building a good roster of partners with HubSpot, Demandbase, Google Ads, Bing Ads, Leadfeeder and Ruler Analytics. It’s great to add Apollo here too. We’re talking to a few others, so watch this space. In the meantime, Apollo can help with building lists, adding intent data, enriching inbound leads, and de-anonymizing web traffic – which are features every startup needs. If you’re interested in how our Apollo partnership can benefit your startup, drop us a note.
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 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.
