ABM and PR might seem like two distinct strategies, but, in fact, when combined, they create a powerful approach to engaging high-value accounts. PR builds a credibility and awareness for a brand, while ABM ensures your efforts are laser-focused on a key audience.
We recently hosted a webinar, “The Marriage of ABM and PR”, exploring how these two strategies work together to drive stronger results. If you missed it, you can now watch the full webinar on-demand. But first, here are some key takeaways to whet your appetite.
PR lays the groundwork for ABM success
ABM is all about precision – targeting high-value accounts with personalised campaigns. But before you can engage decision-makers, they need to know who you are and trust your brand. That’s where PR comes in.
A strong PR strategy builds brand awareness and credibility, and helps to shape your reputation. This ensures that when your ABM campaigns reach key accounts, they’re already familiar with your business and ideally have a favourable perception.
Aligning sales, marketing and PR improves targeting
ABM requires close collaboration between sales and marketing to identify and engage the right accounts.
PR adds another layer of intelligence by helping to map audience personas, understand industry conversations and position your brand as a thought leader.
Together, these elements create a more informed and strategic approach to account targeting – helping every activity to be more impactful.
You don’t have to start from scratch
Effective Performance PR campaigns generate valuable content, whether that’s thought leadership articles, case studies or reports, that can be repurposed to support ABM initiatives.
Rather than starting from scratch, you can tailor existing PR assets to appeal to specific accounts and what you know about them. This ensures consistency in messaging while also maximising the impact of your content and the initial outlay of time and resource to create those pieces.
Data sharing strengthens both strategies
PR provides a broad view of industry trends, audience sentiment and brand perception – valuable insights that can sharpen ABM strategies. Understanding how your brand is positioned in the market helps refine messaging and outreach for high-value accounts.
At the same time, ABM generates detailed data on target accounts, from engagement patterns to key pain points. Feeding this intelligence back into PR efforts ensures media outreach and thought leadership align with what truly resonates with decision-makers, making both strategies more effective.
Want to learn more about how to make ABM and PR work together for your business?
Watch our webinar on-demand and get in touch to find out more!
