Fintech companies are operating in one of the most competitive landscapes to date in 2025. Complex compliance regulations, long sales cycles, in addition with multi-buyer buying committees, have made old-school big-scale demand generation strategies less and less relevant. Spray-and-pray marketing is no longer capable of delivering the accuracy or ROI fintech companies need to scale. This is why fintech product owners, sales leaders, and marketers are turning to a smarter growth formula. Account-Based Marketing (ABM) is powered by intent data.
This combination of Account-Based Marketing (ABM) and intent data helps teams focus their efforts on high-value accounts, observe real-time buyer intent, and also engage decision-makers with strong personalization, resulting in faster cycles, bigger deals, and better alignment.
If you’re steering growth in a fintech company, then it’s high time that you open doors to this high-performance team. So, here’s the scoop.
What Is Intent Data and Why Does It Matter in Fintech?
Intent data is behavioral data signifying a buyer’s interest in specific products, solutions, or kinds. It includes digital activities such as visits to websites, search activity, content downloads, event registrations, and social engagements.
Imagine a compliance officer at a mid-sized digital bank who has been researching regtech solutions to improve AML practices. So, they’ve read four pieces on third-party risk management, downloaded one whitepaper on automated KYC, and signed up for a webinar on regulatory tech trends. That’s a clear signal that is the buyer is in research mode.
In fintech, where buying decisions often involve more than one job function like the CIO, compliance lead, security head, and finance executive, it becomes possible to capture intent early so that you can approach accounts before sending out an RFP or contacting your competitors.
What Is Account-Based Marketing (ABM) in Fintech?
Certainly, Account-Based Marketing (ABM) is a strategic growth approach in which the sales and marketing teams collaborate to deliver personalized experiences to a defined set of high-value accounts. Instead of casting a wide net, ABM directs resources at a curated list of ideal firms and decision-makers.
ABM is especially relevant to fintech because:
- Buying groups are complex and made up of various roles with unique requirements (e.g., risk officers versus CTOs).
- Sales cycles are long, and opportunities are rare but large.
- Industry situation and compliance needs must be reflected in messaging.
By placing your campaigns on account-specific requirements, ABM makes deals more relevant and reduces wasted effort. In fact, Demandbase’s 2024 Benchmark Study found B2B marketers with mature ABM programs averaged 171% higher contract values compared to traditional methods.
How Intent Data Amplifies ABM for Fintech Companies
When used in conjunction with intent data, ABM is proactive, rather than reactive. Here’s why:
1. Prioritize Accounts Based on Real-Time Interest
Intent data lets you observe accounts actively exploring topics related to your offering, like “real-time payments compliance,” “blockchain scalability,” or “automated lending decisioning.” Rather than take an educated stab in the dark about who’s interested, you reach out to those already in-market.
2. Personalize Outreach with Laser Precision
If you’re aware of what a prospect is reading or searching for, you can produce content and messaging around that area of pain. If a contact has downloaded a guide to automating KYC, your follow-up shouldn’t be about overall benefits, it should offer ROI data and case studies of AML compliance.
3. Engage Buying Committees, Not Just Individuals
Intent signals usually originate from multiple roles within the same organization. Eventually, ABM fueled by intent signals allows you to craft multithreaded campaigns to all key stakeholders, engineering, through legal, through procurement, and relevance targeting for everyone.
4. Accelerate Deal Velocity
Highly personalized campaigns tied to real-time interest make buyers feel known, but not sold to. This builds trust and cuts out wasted time on unqualified leads, shortening the sales cycle.
5. Improve Sales-Marketing Alignment
When both parties are founded on the same data points, accounts that are in expansion, who’s engaging, what assets work, it’s easier to align goals, swap KPIs, and propel measurable pipeline outcomes.
Integrating Intent-Driven ABM in Fintech: Step by Step
1. Create a Deliberately-Crafted Ideal Customer Profile (ICP)
Build your ICP with fintech-relevant traits, company size, location, regulatory environment, tech stack (i.e., cloud-banking institutions vs. legacy ones), and degree of digital maturity. The tighter, the more precise, the better your intent filter signal.
2. Invest in Fintech-Ready Intent Platforms
Make use of Bombora, ZoomInfo, or 6sense to track company-level signals. Hunt fintech-focused topics such as API banking, embedded finance, DeFi security, or regulatory reporting trends for identifying red-hot leads.
3. Map the Buying Committee
Plot the key roles typically engaged in buying decisions. Therefore, CIOs, compliance officers, product owners, data scientists, and risk managers. Utilize LinkedIn and CRM information to map out these roles for every high-intent account.
4. Develop Persona-Based Campaigns
Build multi-touch campaigns for each stakeholder’s interest. Compliance officers are provided with regulatory briefs, whereas CTOs are provided with solution architecture guides. Include formats like videos, eBooks, demos, and interactive ROI calculators.
5. Align Sales and Marketing in Real-Time
Set up alerts when intent surges from high-priority accounts. Encourage collaborative planning sessions, and share shared dashboards for KPIs like account engagement, sales readiness, and the deal stage.
6. Measure, Optimize, and Repeat
Compare conversion rates, pipeline velocity, and also deal size across intent-driven accounts and cold calls. Double down on success, adjust messaging, channels, and formats by performance metrics.
Real-World Applications of Intent + ABM in Fintech through Imaginary Examples
Digital Payments
A B2B payment company tracked banking institutions researching real-time settlement platforms. Basically, Armed with that data, they ran a focused ABM campaign to treasury and compliance departments, including a custom-branded ROI calculator and regulatory briefing. Result’s as 30% reduced deal cycles, 20% higher average deal size.
Lending Platforms
A fintech firm used intent signals to identify accounts with interest in AI-based credit scoring. Eventually, they launched multichannel ABM with tailored messaging to underwriters and risk officers. The outcome is that the 3 times lead-to-opportunity ratio increases.
Regtech Solutions
A regulatory compliance SaaS business noticed intent spikes from law firms seeking KYC workflow automation. Indeed, their ABM campaign focused on demo offers and regulatory newsletters. Eventually, Results as 25% more renewals and upsells.
Blockchain Platforms
A blockchain infrastructure company tracked DeFi-focused intent signals across mid-tier exchanges. Their ABM approach consisted of interactive sessions and role-specific guides for CTOs and CISOs. Result: Time to close a deal decreased by 15%.
Why Intent Data + ABM Is the Fintech Growth Formula for 2025
Fintech companies in 2025 aren’t asking if they should invest in ABM or intent data, they’re asking how to scale it. Together, these methods enable you to discover, engage, and also close high-value accounts faster and more efficiently.
You’ll gain earlier intent on buying, deliver context-led experiences to every persona, and reduce wasted spend on chasing accounts that never stood a chance of converting. As competitive fervor picks up speed, intent-driven ABM is not just a marketing innovation, it’s a growth strategy for triumph in a market of speed, trust, and regulation.
Need to unlock enhanced growth in fintech? Start where intent starts.
FAQs
1. What is intent data in fintech marketing?
Intent data captures online behavior that shows a potential buyer’s interest in fintech solutions, like searches, content reads, or downloads, so marketers can target them more accurately.
2. How does intent data improve ABM campaigns?
It helps prioritize accounts showing real-time buying signals, enabling more relevant, timely, and personalized outreach across key personas in fintech buying committees.
3. Why is ABM important for fintech companies?
Fintech deals involve multiple stakeholders and also long sales cycles. ABM focuses marketing and sales efforts on high-value accounts with personalized strategies, improving results.
4. Which fintech roles benefit most from intent data?
Sales, marketing, and product teams use intent data to identify interested accounts, refine messaging, and engage the right personas at the right moment.
5. Can small fintech firms use intent data-driven ABM effectively?
Yes, even lean teams can start small, focusing on a handful of accounts, using fintech-specific intent platforms, and scaling based on early wins and performance data.
To participate in our interviews, please write to us at sudipto@intentamplify.com
