“Account-based marketing is a focused growth strategy that is becoming essential in B2B marketing.” LinkedIn’s words, not ours. Attracting and developing high-quality leads has always been important for B2B marketers but it’s not easy, especially for fintech companies.

Fintech marketing is increasingly defined by rapid digital acceleration, shifting customer behaviors and complex, often overlapping priorities. Connection is the name of the game, especially for frontier organizations like fintechs who need to build trust and confidence in their innovative services and products. An account-based marketing (ABM) strategy is an effective way for you to cut through all that noise by building deep relationships with high-value clients and nurturing those leads to completion.

This article will take you through the benefits of ABM for fintech, give you the scoop on the true power of personalized content in account-based marketing, and equip you with the best ABM tactics to take your fintech marketing to the next level.

4 reasons why ABM is the gold standard for fintech

ABM is already the gold standard for B2B marketing but it has some particularly attractive benefits for fintech companies.

1. Increase engagement with targeted marketing. Fintechs often have niche markets or serve specific industries. ABM means you can hone in on the accounts and audience segments that need your product most, helping you target key decision-makers with tailored messaging that addresses their unique pain points and increases their chances of conversion.

2. Build connection with personalized messaging. Fintech is competitive: really competitive. ABM enables you to create custom messaging and content that resonates with specific organizations or even individuals. Highly relevant, deeply personal content, expertly delivered at every stage of the buyer’s journey, is a winning recipe for conversion and helps you build long-lasting relationships.

3. Get sales and marketing on the same page. Aligning sales and marketing can be tricky at the best of times. ABM encourages close collaboration between your marketing magicians and your sales superstars by focusing on specific accounts and coordinating outreach efforts. ABM doesn’t just help you close deals: it helps your people work faster and smarter.

4. Generate higher ROI. Almost 9 in 10 marketers say that ABM outperforms all other marketing investments when it comes to ROI. Concentrating your resources on the accounts most likely to convert helps you run your marketing efforts as efficiently as possible and achieve better results.

Why is personalization vital for effective ABM?

Personalization is great for stepping up your ABM game in several ways. It helps keep your marketing relevant by encouraging you to tailor your messaging to specific audience segments, organizations or key decision-makers. That kind of attention to detail also helps you to stand out in a competitive market, positioning your company as a trusted advisor and provider of modern solutions.

Personalized content helps you foster stronger relationships with your customers by demonstrating understanding empathy, allowing you to offer products and services tailored to each account’s unique needs. A personalized approach drives higher engagement, conversion rates and ROI compared to traditional marketing strategies, and it encourages you to collect valuable data which you can use to continuously refine your ABM efforts.

Get the full lowdown on the true power of personalization for ABM.

5 key steps to winning at ABM

Ready to dive straight into ABM and transform your marketing efforts? Here are the 5 steps you need to follow when crafting a killer ABM fintech strategy.

1. Understand the ABM funnel. Flip the funnel you know and love on it’s head and hey presto, that’s your ABM funnel. Simple! The key difference is that, instead of casting a wide net to gather as many leads as possible, you’re targeting high-value accounts that already have a good chance of converting. Read our guide to learn more about the intricacies of the ABM funnel.

2. Master your ICP. By now you know that the essence of ABM is quality over quantity, which means you need to have a good grasp on your ideal customer profile (ICP). Mastering your ICP means you can unlock growth and build stronger, more meaningful customer relationships.

3.Use the right ABM software. A good platform can make a huge difference to your ABM efforts, helping you to personalize content and scale your campaigns at pace. Don’t want to trawl the web for the best ABM tools? We’ve put together a list of the 12 best ABM platforms to help you find the one that works for you.

4. Create amazing content. Compelling content is the core of a successful ABM strategy. The best content for financial services engages your customers from the start, effectively communicates your unique value proposition, and keeps your brand compliant.

5. ABM, measure, sleep, repeat. ABM, like any other marketing strategy, lives and dies on the quality of your analytics. Knowing which metrics are essential for measuring ABM success and using them to continuously improve is the key to crafting an ABM strategy that shoots for the stars.

Turtl and fintech ABM is a heavenly match

Fintech is fast-paced so there’s no time to hang around. With Turtl, you can scale deeply personalized content to an unlimited number of accounts from a single master document in a matter of minutes, and it’s the only scientifically proven digital format that gives you 10 times more engagement than PDFs.

Combine this with the power of Turtl Analytics and you’ll have a recipe for ABM success in no time. Turtl Analytics surfaces intent and engagement data so you can see how your target accounts are interacting with your content. It equips your sales teams with the data they need to know who needs warming up and who is ready for conversion.