The Objective
A cybersecurity firm approached PMG360 for an Account-Based Marketing (ABM) campaign with a goal to generate Marketing Qualified Leads based on the client’s ABM company list. The target audience was high-level decision-makers at US Information Technology (IT), Information Security (IS), and Security companies.
Achieving the Objective
The client’s publisher, salesperson, and Director of Operations worked closely with a media partner to identify qualified prospects within PMG360’s 1st party permission data from ABM list companies. Next up, the client set up 6 content assets to be distributed across PMG360’s IT and research websites network.
PMG360 distributed the content assets to selected 1st party records using email, digital display advertising, and AI telemarketing. Additionally, our team utilized various digital advertising networks to reach the targeted contacts, more specifically, owned & operated networks, digital advertising, and social media paid promotion platforms.
To streamline the lead delivery, we worked closely with the media partner to integrate lead delivery into the preferred lead orchestration platform.
Frequently asked questions
1. What is account-based marketing (ABM) for cybersecurity companies?
Account-based marketing for cybersecurity involves targeting specific companies and decision-makers using personalized campaigns. PMG360 leverages its first-party data and multi-channel outreach to help cybersecurity vendors engage IT and security executives with high intent to buy.
2. How does PMG360 use first-party data in cybersecurity ABM campaigns?
PMG360 utilizes first-party data from its owned networks to identify and engage verified contacts within ABM company lists. This ensures that cybersecurity firms connect with highly relevant IT and security professionals across multiple touchpoints.
3. What marketing channels are used in PMG360’s ABM lead generation?
PMG360’s ABM lead generation strategy combines email marketing, B2B content syndication, AI-powered telemarketing, and digital display advertising to maximize engagement with key accounts in the cybersecurity sector.
4. Why is AI telemarketing effective for cybersecurity lead generation?
AI telemarketing allows PMG360 to conduct personalized outreach at scale. For cybersecurity vendors, this means faster qualification of decision-makers and more efficient conversations that align with intent signals and buying readiness.
5. How does PMG360 ensure quality and delivery of ABM leads?
PMG360 integrates directly with the client’s preferred lead orchestration platform, ensuring a seamless flow of marketing qualified leads. Leads are pre-vetted using behavior signals, firmographics, and interaction with distributed content.
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