As marketing budgets face growing scrutiny, lead generation remains one of the most expensive plays in the game. For financial services marketers, every lead costs an average of $653 — a hefty price if the lead isn't the right fit for your pipeline. That's why more marketers are pivoting to Account-Based Marketing (ABM). Gartner reports that ABM campaigns can boost pipeline revenue by 14%.
Key Takeaways
- Account-based marketing ensures marketing and sales are aligned in terms of objectives and goals
- ABM should not be treated as a singular tactic — it is a comprehensive strategy that includes brand awareness, customer retention, and lead generation strategies
- B2B purchases don't happen in silos — ABM tactics need to focus on the entire buying committee to be effective
- Personalization, strategic media buys, and broader marketing initiatives are all components of a successful ABM strategy
Why Account-Based Marketing Works for Financial Services
Sales and Marketing: Finally on the Same Page
ABM changes sales and marketing alignment. When both teams are laser-focused on the same high-value accounts, it creates a unified front, ensuring marketing's efforts directly support the sales team's goals.
Target the Full Buying Committee
Enterprise deals are more complex than ever. Research shows deals over $100,000 often require 19 meetings across 14 stakeholders. ABM flips the model, focusing on the full buying committee to build alignment across decision-makers and improve close rates.
Drive ROI Where It Counts
According to Gartner, budgets dropped from 7.5% to 7.0% between 2023 and 2024. Yet paid media still eats up nearly 30% of CMO budgets. ABM helps ensure every dollar works harder by targeting the accounts that matter most.
ABM in Action: 6 Moves for Financial Service Companies
1. Invest in Programmatic Advertising for Precise Targeting
Programmatic allows you to reach your target personas across multiple channels including B2B email campaigns, audio, CTV, content syndication and display. CTV excels at awareness, while audio ads paired with video leverage the image transfer effect. Down-funnel channels like paid social and content syndication can work together with these channels to convert interest into pipeline.
2. Leverage First-Party Data
Platforms like LinkedIn and trusted publishers offer rich first-party data for sharper targeting. Don't overlook your own data: existing customer lists and opted-in contacts are gold mines for upsell and nurture efforts.
3. Personalize Nurture Streams
Personalization pays — 96% of marketers say personalized campaigns improve ROI. Use role-based insights, content engagement signals and sales data to tailor nurture streams. For upsell or cross-sell campaigns, layer in tactics like direct mail, plain-text emails from account managers or event invites.
4. Keep Brand Awareness in the Mix
CMOs cite brand awareness as a top priority but allocate just 7.4% of budgets to it. Foundry research shows that buyers move faster when they know your brand. For financial service companies, sustained awareness ensures you're top-of-mind before the buying committee even starts vendor evaluation.
5. Make Retention a Priority
ABM isn't just for acquisition. Momentum ITSMA reports that 36% of financial services firms see improved customer retention with ABM. Given it's cheaper to keep a customer than acquire a new one, investing in high-value client retention pays dividends.
6. Balance Precision With Reach
Even the best account list isn't static. LinkedIn data shows 40% of professionals switch roles every four years — which means today's target might not be tomorrow's. That's where broader brand campaigns still play a role. Every 10% gain in excess Share of Voice translates to a 1% market share increase for B2B companies.