{"id":124958,"date":"2020-07-24T15:22:43","date_gmt":"2020-07-24T14:22:43","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=124958"},"modified":"2021-08-16T15:30:48","modified_gmt":"2021-08-16T14:30:48","slug":"bolster-your-abm-strategy-with-laser-focused-pr","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/b2b-digital-marketing\/b2b-strategy\/bolster-your-abm-strategy-with-laser-focused-pr\/","title":{"rendered":"Bolster your ABM strategy with laser-focused PR"},"content":{"rendered":"

Real-world examples of PR getting an account-based makeover<\/span><\/h2>\n

You ride on the ABM train because your destination is a results town.<\/p>\n

Life is all about the names on your account list that you\u2019ve converted into customers and the revenue you\u2019ve brought in from doing so. There\u2019s a beauty to this kind of commercial simplicity!<\/p>\n

Although the endpoint is succinct and straightforward, that doesn\u2019t mean to say the process will be. You\u2019ll likely have to flip, hack, and smash your way through the age-old promotional mix in a way that befits an approach that operates with laserlike focus.<\/p>\n

This brings a neat blend of freedom and flexibility when you\u2019re looking at the activities to deploy as part of an ABM campaign. One such area that\u2019s been under the spotlight for me recently in helping companies with ABM strategy is PR: specifically account-based PR. Before we get into the detail on that - first things first...<\/p>\n

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Learn practical techniques, using relevant tools, to launch or improve an ABM programme.<\/p>\n

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PR defined<\/h3>\n

PR is \u201cthe discipline which looks after reputation, to earn understanding and support and influence opinion and behavior\u201d. Well, that\u2019s what CIPR<\/a><\/u> has to say anyhow. They know a thing or two about a thing or two.<\/p>\n

Decent chunk to swallow in there. What I like about it is the synergy with ABM: it\u2019s all about driving engagement with the business and influencing behavior towards the outcome of a sale.<\/p>\n

That\u2019s a neat fit, right?<\/p>\n

Account-based PR defined<\/h3>\n

I define account-based PR as the practice of applying the traditional discipline of PR (i.e. reputation management, influencing opinion, and behavior) to the ABM approach, focusing on target accounts.<\/p>\n

In a similar fashion to other areas we\u2019ve already explored in this series, such as account-based social<\/a><\/u> and account-based events<\/a><\/u>, it\u2019s about taking an existing marketing paradigm and reshaping it for an ABM world. It\u2019s not about being fussy or complex - it\u2019s about being right on the money.<\/p>\n

Looking for marketing strategy and planning advice?<\/h3>\n

Obviously, you've come to this page for ABM tactics. That's why the rest of this article is dedicated to the specific channels that do and don't work for bringing in more accounts from your list. But don't forget ABM is just one aspect of a strong omnichannel marketing strategy.<\/p>\n

If you're interested in learning more about planning and managing digital marketing, why not book a free 1-2-1 consultation? Our consultation calls are designed to put you in the driving seat when discussing your company's opportunities and challenges in the digital world.<\/p>\n

Our integrated marketing structure, the RACE Framework, expands beyond single-channel tactics to help you build a marketing funnel that is efficient and effective across the omnichannel customer journey. Find out more

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Account-based PR scenarios<\/h3>\n

As a new kid on the block, account-based PR is something I\u2019ve been taking to market with those organizations that have a desire to innovate their market.<\/p>\n

Here are a few applications that will hopefully whet your appetite to weave the account-based way into your PR strategy<\/p>\n

Reimagining competitions<\/h4>\n

One approach I\u2019ve seen work well recently was to execute a land and expand competition. This involved the client setting up a competition that was based on competency - complete with a dazzling prize.<\/p>\n

\"Reimagining<\/p>\n

Specific ABM outreach was undertaken to carefully target named contacts within target accounts to drive strong levels of participation from their VIP prospects and customers. In the best interests of fairness, the competition was open to anyone to enter.<\/p>\n

When the winner deservedly walked away with the prize, the account-based PR machine kicked into action! It was used to work on specific PR activities all to expand the footprint, awareness, and engagement within the target account.<\/p>\n

The winner and the work they were so proud of was featured in relevant blogs, news outlets, and magazines - which built up the self-esteem and profile of the winner. But most importantly, through an ABM lens, the internal comms and employee engagement teams within the target account were all over it!<\/p>\n

These internal teams were over the moon at such an achievement from their colleagues and were enthusiastically sharing the news on social media sites but also using internal comms tools: newsletter, intranet, staff meetings, and the like. This gave the client some serious air cover within the target account that would have been almost impossible to get by any other means.<\/p>\n

Which organization doesn\u2019t want to share incredible stories about their employees?<\/p>\n

Case studies<\/h4>\n

Ahh, the trusty case study. Often lauded, rarely mastered. You\u2019d be hard-pressed to find a marketer who doesn\u2019t acknowledge their importance - and it\u2019s one of the few tactics that effortlessly traverse the full range of B2B sectors.<\/p>\n

\"ABM<\/p>\n

Suffice to say, all B2B organizations must give their prospects assurance that they\u2019ve been there, done that and got the t-shirt in a business like theirs. Case studies are awesome for that. A customer story that\u2019s been well put together can give much-needed comfort that it\u2019s a path well-trodden, but interestingly through an ABM lens, you can also get an alternative viewpoint on showing you\u2019ve done this kind of thing for an organization like theirs before.<\/p>\n

You see, the style of a case study that will resonate will vary greatly depending on the account. There are loads of variables to consider depending on what type of business you are, and the target account is. They\u2019re certainly going to want case studies that are:<\/p>\n