In a world increasingly shaped by values, businesses driven by purpose have a distinct opportunity to stand out. Whether it’s championing sustainability, advancing social causes or driving thought leadership, these organisations have powerful stories to tell. But, reaching the right audience with those stories? That’s where account based marketing (ABM) comes into its own.
ABM flips the traditional marketing funnel on its head. Instead of casting a wide net, it starts by identifying high-value accounts and tailors campaigns directly to their specific needs. This makes it a perfect match for purpose-led brands that need to connect with decision-makers on more than just product features.
Purpose-driven organisations often look to influence change within industries, not just win contracts. Whether that’s lobbying for mental health awareness in security or shaping sustainability agendas in facilities management, ABM provides the precision and personalisation needed to move those conversations forward with meaning. It allows brands to be seen not just as suppliers, but as partners and thought leaders.
A recent Magenta campaign with a social enterprise in the security sector is a prime example. The goal wasn’t sales in the traditional sense, but to unite industry voices around mental health. ABM allowed for a focused, multi-stakeholder approach; live-streamed events, ambassador-led discussions, and workshops involving sales, HR and ESG teams. The result? A shift in perception and a stronger position for the client as a socially conscious leader.
Unlike scattergun outreach, ABM brings a human touch. It involves deep research, genuine understanding, and the creation of highly relevant content from whitepapers to podcasts. For organisations looking to drive engagement on values-based issues, this approach cuts through the noise.
In a time when authenticity matters more than ever, ABM enables purpose-driven brands to do more than talk about their values. It helps them live them – in meaningful and measurable ways.
You can read more about how ABM can transform your business’ voice in our brochure here: https://www.magentaassociates.co/wp-content/uploads/2025/07/ABM-Brochure.pdf
