PR AND ABM - A MATCH MADE IN HEAVEN
When it comes to PR’s “labor of love” with other practices within the marketing paradigm, it’s not just a story about compatibility – but a willingness to adapt with the times. Marketing programs evolve along with organizational objectives and trends that are shaping the market. It’s the PR team’s responsibility to ensure there’s strategic alignment and that a company’s message is hitting it’s mark with intended audiences across core corporate communications channels.
As companies have evaluated the fruits of their labor in recent years, account-based-marketing (ABM) has emerged as a promising strategy for which PR teams can make a connection. The ABM model narrows the focus on producing sales leads, concentrating on a select few high-potential prospects and cultivating them through the sales cycle. While the concept flips the script on traditional marketing philosophy, it’s gaining steam in the B2B space for good reason. In fact, companies using ABM generate 200 percent more revenue for their marketing efforts than those that don’t.
There are a variety of PR resources that can be used by marketing teams to boost their ABM approach. Here are just a few examples:
- Case studies – Customer success stories are the bread and butter when it comes to demonstrating a company’s value to potential clients through third-party validation. Tying this foundational tactic to an ABM strategy, PR teams can work with marketing and sales leaders to develop case studies that speak to specific needs of target accounts. Stories can be tailored to showcase a company’s experience within a prospect’s industry, highlight relevant solutions and/or presence in specific demographic regions.
- Earned-media – Securing contributed articles and interviews with target media outlets helps generate exposure and position company executives as thought leaders in their respective industries. By conducting a media audit within the ABM framework, PR teams can work to secure these types of opportunities while tailoring them for specific ABM audiences – delivering compelling content and messaging to prospects in the places where they consume media.
- Events and Tradeshows – The ABM model allows PR teams to be very strategic about their approach for tradeshows. If PR teams knows that an ABM prospect will be attending an event, they might decide to focus on maximizing visibility during the show – securing speaking opportunities, placements in show dallies and tackling real-time media opportunities on the show floor. While traditional media and analyst briefings might still be an overarching objective, it may take secondary priority to boosting the company’s presence at the event.
- Social media / Digital – Because ABM tightens the focus on audiences, the digital experience is more customizable. Marketing teams might decide to push more personalized advertisements to prospects online and created social media campaigns tailored for specific targets. PR teams offer resources in counsel and content in the development of these campaigns – in addition to helping extend them through media relations efforts that can help to spread awareness.
The great thing about PR is that any content that is produced, whether it’s a case study or an editorial contribution, becomes a resource that sales teams can use in their everyday interactions with prospects as they look to build lasting relationships. Looking to enhance your ABM strategy this year? Give us a call to discuss more on how PR can help cultivate those bonds with ABM accounts.