. https://www.siriusdecisions.com/blog/financial-services-marketers-outlook-on-abm

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FINANCIAL SERVICES MARKETERS HAVE A BULLISH OUTLOOK ON ACCOUNT-BASED MARKETING
Financial services marketers are adopting account-based marketing (ABM) at a faster rate than other industries, with more than 40 percent of companies in the industry planning to add ABM headcount
The language and taxonomy of ABM have yet to standardize and it goes by multiple names, which can present challenges. ABM is helping break down siloes that have traditionally existed between sales and marketing in the industry but this requires strong executive sponsorship from sales.
NICKY BRIGGS READ MORE