Mastering ABM account selection in financial services
In the final instalment of our three-part blog series based on a recent financial services (FS) roundtable in London, we’re focusing on another critical component of Account-Based Marketing (ABM) that many organizations struggle with: identifying the right accounts.
Why account selection matters
Around a third of FS marketers told us that identifying the right accounts is a top challenge in their ABM program today. This is a key barrier to success. Selecting the wrong accounts can lead to wasted resources and missed opportunities. It can also erode the C-suite’s confidence in the program, which, as we’ve seen, is critical to scaling your efforts and seeing strong returns.
In the early stages of an ABM journey, FS firms typically begin by selecting accounts from existing key account or target lists, often provided by sales teams. This can be problematic. For example, our survey of global B2B buyers revealed a third of buying journeys are put on hold, never to recover.
The implication for ABM-ers here is twofold. First, you need to work with sales to interrogate the account selection criteria. Is there sufficient insight and evidence to prove the account is truly ‘in-market’ and that the opportunity is real?
Second, it highlights the importance of engaging and collaborating with the buying group to build and reiterate the business case and potential return on investment (ROI) to mitigate the risk of a stalled deal. Our Account-Based Marketing Benchmark revealed that the best-performing programs (i.e., the ones that saw significant ROI) are more likely to recognize that key accounts desire support in building the case for change internally.
Facilitating this shift enables you to make more objective and strategic decisions about where to allocate ABM resources, ensuring that efforts are directed toward the right place.
Maximizing the opportunity
Effective account selection balances immediate opportunities with long-term potential. To identify the most promising targets, consider the following key points when choosing ABM accounts:
- Alignment with ideal customer profile:
Focus on companies that closely match your ideal customer profile in terms of industry, revenue size, pain points, and buying behaviors.
- High-value potential:<
Prioritize accounts with significant revenue potential and a strong likelihood of becoming long-term customers.
- Buying intent signals:
Utilize intent data tools to identify accounts actively researching solutions similar to yours, indicating high purchase readiness.
- Decision-maker access:
Ensure you have access to key decision-makers within the target accounts to effectively engage them with personalized messaging.
- Account champion identification:
Look for existing relationships within the account, like a strong advocate or existing customer, who can champion your solution at the client end. Collaborate with them on the business case to ensure alignment and confidence in the opportunity.
Momentum ITSMA’s account selection matrix
Using tools like Momentum ITSMA’s account selection matrix can help firms prioritize high-value opportunities. The matrix maps account attractiveness against relative business strength. The goal is focus heavily on accounts that exhibit both: genuine potential to turn into stars and strong existing relationships. Once these accounts are up and running in the program, ABM-ers can look slightly further afield, investing selectively where either attractiveness or strength is not quite there.

Don’t miss the first two blogs in my series, Closing the ‘ABM gap’ in financial services and Building the business case for ABM in financial services.
We provide data-driven account segmentation strategies, prioritizing high-value clients to foster deeper relationships and maximize growth opportunities. Contact andrew.rogerson@momentumitsma.com to refine your ABM program and unlock its full potential.
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