ABM and Your Industry

Financial Services

B2B financial services marketers have become more forward-looking in trying to overcome their most pressing challenges. Some of their common difficulties include:

On top of navigating legacy technologies, institutional resistance, and an influx of data, financial services businesses must build deep relationships with buying committees to influence decision-makers — and consistently meet their needs. Since an account-based marketing (ABM) strategy focuses on quality more than quantity, financial services marketers can focus on targeted, personalized marketing strategies instead of just throwing spaghetti at the wall to see what sticks. And the best way to do that is by identifying your ideal customer and creating content that matters to them.

Introducing ABM to Financial Services Industries

Use personalization to drive conversion. From agents, to relationships managers, brokers, and advisors, personalizing the approach toward each buyer and scenario is critical. In financial services, relationships are everything. The better and more meaningful your interactions with prospects, the greater the relationship and likelihood of conversion. Personalized content and customer experiences on websites, customer portals, email campaigns, and other digital spaces go a long way to building trust and eventual conversion. How? By creating effective onboarding journeys for customer-facing reps, scaling hyper targeted acquisition and driving cross-sell of products, services and policies.

Align marketing, sales, and service teams. Having all your teams in lock-step pays off significantly when attempting to acquire and grow key accounts. This includes your marketing and customer-facing reps, like sales teams, agents, wealth management advisors, asset managers, and relationship managers. While the alignment between them has not typically been strong, an ABM strategy benefits both teams as it provides a way to streamline marketing efforts to key accounts and automate personalized engagement to the entire book of business.

Pull deep insights from data. We now have more data on our customers and their purchasing decisions than ever before. However,understanding and acting on that data is the key to creating meaningful moments. A hallmark of ABM is the ability to glean insights that optimize performance, efficiency, and spend. These insights can help inform your agents, relationship managers, brokers, and advisors of their next best action. For example, knowing which products or services a client was browsing on your website can help customer-facing reps when approaching that client with the next best offer. At the same time, data from customer, member, and client interactions can power your ABM strategy, ensuring your ABM program is customer-centric.

Marketing in financial services is challenging. With an ABM strategy, you can personalize engagement and focus on the accounts that matter most, build relationships, and drive growth.

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