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): a more efficient, more targeted way to drive revenue.
And the results are compelling. Gartner reports that ABM campaigns can boost pipeline revenue by 14%.
Let’s break down how ABM drives smarter growth — and how you can put it to work for your organization.
Key Takeaways
- Account-based marketing ensures marketing and sales are aligned in terms of objectives and goals.
- Account-based marketing should not be treated as a singular tactic. Instead, 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
Account-based marketing is a valuable strategy for companies looking to improve the ROI from their campaigns. Below are some of the benefits of ABM and why financial service marketers find it impactful.
Sales and Marketing: Finally on the Same Page
In many organizations, sales and marketing alignment is a work in progress. ABM changes that. 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. A traditional lead-based approach risks getting stuck with a single contact who can’t drive consensus. 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
Uncertainty is pressuring financial services budgets. According to Gartner, budgets dropped from 7.5% to 7.0% between 2023 and 2024 — a trend that may continue. 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: Six Moves to Consider for Financial Service Companies
Trust matters in financial services, so building credibility through strategic campaigns is key.
ABM campaigns need to focus on building the brand while driving conversions and nurturing relationships with customers. Below are some strategies to consider:
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, and builda cohesive, full-funnel campaign. CTV excels at awareness, while audio ads paired with video leverage the image transfer effect. B2B display advertising allows you to continue to engage with key audience members while reducing the risk of ad wearout.
Additionally, many finance publications offer programmatic targeting capabilities, allowing you to reach your audiences in places they trust. Down-funnel channels like paid social and content syndication can work together with these channels to help convert interest into pipeline.
2. Leverage First-Party Data
Platforms like LinkedIn and trusted publishers offer rich first-party data for sharper targeting.
But don’t overlook your own data: existing customer lists and opted-in contacts are gold mines for upsell and nurture efforts. Make sure you’re activating both.
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 to strengthen existing relationships.
4. Keep Brand Awareness in the Mix
CMOs cite brand awareness as a top priority — but allocate just 7.4% of budgets to it, according to Gartner. That imbalance creates risk.
Foundry research shows that buyers move faster when they know your brand. For financial service companies, B2B brand awareness is especially important. 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. And given it’s cheaper to keep a customer than acquire a new one, investing in high-value client retention pays dividends.
Partner with account management teams to flag at-risk accounts for targeted retention plays.
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. Expanding reach within target industries and personas helps grow your future pipeline and builds excess Share of Voice (eSOV). Every 10% gain in eSOV translates to a 1% market share increase for B2B companies.
The Bottom Line
ABM helps you prioritize high-potential accounts, align teams and maximize ROI, even in lean budget cycles. But executing well requires expertise. A strategic partner can help you build a tailored ABM program that drives meaningful revenue outcomes.
Ready to get started? Let’s talk outcomes.
Frequently Asked Questions
What is the difference between account-based marketing and lead generation?
While they overlap, there are several differences between account-based marketing and lead generation. Lead generation focuses generally on acquiring contact details from prospects. While account-based marketing may include lead generation components, it focuses on the entire account, including brand awareness and engagement.
What is an ABM platform?
An ABM platform allows companies to engage with their target account list across a wide range of ad placements, including display, CTV and audio.
