The Forge - April 2024: ABM Has a New Best Friend: ABPR

In the seven years since we started Firebrand, it’s been a wild ride for marketers. TikTok used to just be something a clock did, robots writing content was the stuff of science fiction, and Google wasn't swiping left on websites with a poor mobile experience. As marketing has evolved, so have we, and we’re excited to introduce a first-of-its-kind service designed to help startups crush their goals and outperform their competition: Account-Based PR (ABPR).

Just as ABM focuses marketing on your top target accounts, ABPR gets you in front of those same targets through the specific media they read, events they attend, influencers they follow. We use intent data to inform the topics for the PR program that we know will resonate with prospects. By combining traditional ABM with targeted PR programming, we can “surround” your prospective buyers so that they engage and, ultimately, convert at a faster rate.

Why base this idea on ABM? 97% of B2B marketers say the ROI of ABM initiatives outperforms other marketing investments, making it possible to target and engage high-value leads even with limited resources. It’s the perfect method for startups and fast-growing companies that need to stay top of mind throughout long sales cycles (and it’s part of how we’re walking the walk of our Multiplier Marketing approach). Get all the details in our latest blog post:

The Ultimate Guide to PPC Landing Pages

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Everything you need to know about measuring and analyzing the effectiveness of your PPC landing pages, all in one place.?

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13 Must-Read Books for Startup Marketers

By Ashley Przybyla

Get a head start on your summer reading list with these 13 recommendations from marketing experts.?

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Charts and stats are nice, but it’s the qualitative side to market research that startups often overlook but can provide much more concrete insights. That’s just one of the sparks we uncovered during April’s FiredUp! episodes. Get even more insights in 60 minutes or less.

Ep. 30: Burning Questions about Content Marketing

Morgan McLintic and Nicole Pytel answer your burning questions about staying ahead in content marketing. ?

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Ep. 31: Measuring OOH Advertising with Ty Tinker

Ty Tinker MS, BA breaks down how to use new technology for more targeted and flexible out-of-home advertising campaigns.?

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Ep. 32: Trends in Content Marketing

Morgan and Nicole discuss some of what they have found with companies’ use of AI, content challenges, and effective strategies in content marketing.?

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Ep. 33: Where to Start with Market Research with Sean Campbell

Sean Campbell joins us to share how to conduct market research to uncover your ICP, understand the market, and gauge the effectiveness of your messaging.

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Launch by NTT DATA 's VP of Strategy shared advice for ensuring continuous innovation in InformationWeek... Rippling 's?research on the hidden tax of having a fully remote workforce was featured in Fortune... Astrica 's new CEO discussed building a women-led tech business in CRN... Faction 's VP of Marketing explored the value of using NLP for sentiment analysis in SHRM... Bearing AI made waves in the American Journal of Transportation... Emburse 's CFO was spotlighted in CFO Brew... Human Interest contributed insights on startup 401(k)s in Pensions & Investments... Fable 's Head of Accessibility discussed developing digital products that work for everyone on the Hanselminutes podcast... and Cleanlab 's tool for measuring LLM reliability was featured in MIT Technology Review.

We love working with our clients, and we think you will, too! Check out these ?? opportunities to join some awesome startup marketing teams:

• AppOmni has an opening for an experienced Senior Director, Growth Marketing to play a crucial role in shaping campaigns, strategy, and programs.
• TiDB, powered by PingCAP is in search of a remote Content Marketing Manager to support scaling the business in NA/EMEA.
• Faction is looking for a Technical Product Marketing Manager with expertise in storage, multi-cloud, and data environments.

That's all for this month! To discuss how we can help you crush your marketing goals, get in touch with our team.