Transform Your Marketing ROI with Account-Based Marketing

Marketing for financial services isn’t easy. The landscape is complex, competition is fierce, and budgets are tighter than ever. Yet for marketers in the financial services industry, the demand for efficiency and measurable results has never been higher. The question is no longer, “How do we allocate our budget?” but instead, “How do we maximize every dollar spent?”

The answer lies in Account-Based Marketing (ABM). ABM is a focused growth strategy that prioritizes high-value accounts, rather than casting a wide net. Instead of broad, one-size-fits-all campaigns, ABM enables financial services organizations to target and engage the right accounts with personalized, data-driven marketing and sales efforts.

ABM is a smarter way to drive revenue, deepen customer relationships, and prove marketing impact. In fact, 34% of financial services marketers report growth in existing accounts due to ABM. Here’s how to apply an account-based strategy to your own org.

Account-based Marketing (ABM): A focused growth strategy that prioritizes high-value accounts, rather than casting a wide net.

Beyond Wasteful “Spray and Pray”

Traditional “lead-first” marketing approaches often leave you guessing which channels, campaigns, or investments actually moved the needle. You can’t really be sure which of your actions and investments are driving what specific outcomes – which is a real problem when asking for more budget and properly allocating the (limited) resources you’ve been given.

ABM flips the traditional script of “spray and pray” and instead focuses your scarce resources on a limited number of key accounts that truly matter, the ones most likely to do business with you. Instead of wasting time and resources on a one-size-fits-all approach (that typically fails to convert outreach into revenues), you can tailor content, messaging, and campaigns to target high-value accounts.

You can also track results and attribute specific actions to revenue generation.

Make Every Dollar Count

Throwing money at broad campaigns is officially outdated. Modern ABM offers the precision needed to ensure that no dollar goes wasted and/or unaccounted for.

By identifying – and then concentrating your resources on – the accounts with the highest potential ROI, you ensure that every dollar you spend counts.

Using an account-based platform like Demandbase, financial service marketers can take a deep dive into account-level data and insights:

• You gain the ability to “read” and respond to account/customer intent signals as they happen;
• You can understand what content resonates with target accounts/audiences; and
• You can identify which channels deliver conversions, and which accounts demand a more nuanced approach.

With the ability to track engagement across the entire buyer’s journey, ABM allows you to make decisions rooted in data (i.e., customer intent signals)—not guesswork. This ensures that every campaign you launch is designed to drive results.

Build Stronger Alignment Between Marketing and Sales

53% of marketers cite misalignment as a key barrier to success.That’s why alignment between marketing and sales teams isn’t a “nice to have” in financial services—it’s critical. Accounts rightfully view your financial services organization as a single entity, and they don’t appreciate fragmented messaging where marketing says X and sales says Y. That’s confusing and off-putting.

ABM serves as a bridge to unite these teams around a shared goal: targeting, winning, and maintaining the key accounts that enable your business to grow.

With ABM, marketing and sales teams “sing from the same songbook” and gain shared visibility into accounts, from the first touchpoint to closing the deal. Sales receives actionable insights about when and where accounts are engaging, while marketing can deliver personalized content across channels to keep the momentum going.

This alignment and synergy, created by a “single source of truth,” ensures that no opportunity falls through the cracks and every prospect feels like a priority, while all your internal teams operate as one unit.

Measure Campaign Performance

FinServ marketers know their budgets are scrutinized, and proving direct impact is critical to earning leadership buy-in. Yet, too often, these marketers struggle to connect their efforts to tangible business outcomes, making it harder to secure budget and demonstrate value. ABM changes that.

With an account-based approach, financial services marketers can track the performance of their campaigns with precision. From measuring engagement across high-value accounts to analyzing conversion rates and revenue impact, ABM makes it clear which strategies are working—and which aren’t.

This data-driven approach allows marketers to double down on effective tactics, eliminate underperforming efforts, and continuously refine their strategy. More importantly, it enables real-time adjustments based on performance insights, ensuring every marketing dollar is maximized.

Prove the Value of Your Marketing

The days of vague marketing metrics are over. Executives, stakeholders, and teams want to see the proof that marketing drives concrete business results—and ABM enables FinServ marketers to do exactly that.

With an account-based platform like Demandbase, showcasing ROI no longer requires endless spreadsheets or unclear data that fails to close the loop on revenues. Our platform’s straightforward reporting helps you present the facts with clarity and precision.

You can highlight how marketing investments influenced the pipeline, showcase which high-value accounts are engaging, and demonstrate how marketing and sales teams worked together to secure wins.

When you can prove marketing’s value with metrics that matter, you not only cement your role as a vital player in your organization, but also secure buy-in for future campaigns and additional C-suite investments. Being able to attribute actions to revenues also helps you build smarter campaigns based on what the evidence says works best, as you simultaneously drop investments and tactics that (demonstrably) don’t work.

Take the Next Step Toward an Account-Based Strategy

While financial services marketing is perennially demanding, you can achieve amazing results with the right tools and strategy. Account-Based Marketing enables you to approach your efforts with a level of precision targeting, confidence in data, and organizational alignment that’s unmatched by traditional marketing.

Whether it’s maximizing your budget, measuring impact, or proving success, the Demandbase platform is designed to help you every step of the way.

Ready to see how Demandbase can make it work for your FinServ org?