How I Run a Simple Fintech ABM Strategy That Books Discovery Calls

An account-based marketing strategy (ABM)is not complicated. It is afocused, intentional approachto go-to-market. Youpick the accountsyou want to work with, build relationships, and guide those accounts into yourpipeline.

I use a simple ABM strategy to consistently createconversations with ideal-fit buyers. No spam. No high-volume automation. Just aclear processthat leads todiscovery calls with the right people.

Here is how I run it.

Want help structuring your first ABM for B2B startups and generating real opportunities?Schedule a Discovery Call, and we will help you build atargeted systemthat fits your ICP.

What an Account-Based Marketing Strategy Actually Means

A simple ABM strategy is about precision.

Instead of casting a wide net, you build anarrow list of high-value accountsyou want to work with. These are companies thatmatch your ideal customer profile (ICP). You know you can help them, and they are a strong fit for what you offer.

From there, everything is built aroundstarting conversations with key decision-makersinside those accounts. It is notmass outreach. It isfocused, relationship-driven execution.

Step One: LinkedIn Connection Campaigns

I begin my account-based outreach by identifying theright peopleinside the accounts I want to reach. I useLinkedIn Sales Navigatorto build a segmented list based on:

• Company sizeandindustry
• Job titleandseniority
• Geography, funding stage, ortech stack
• Any other signals that helpnarrow the list to high-fit contacts

Once I have my list, I start sendingpersonalized connection requests. These arenot pitches. They are designed tobuild rapportandestablish a relationship.

The goal here isvisibility and access. Once the connection is accepted, I can continue the conversation or shift to a different channel.

Step Two: Email Outreach to Targeted Contacts

Once I connect on LinkedIn—or if I already have their contact information—I move toemail.

I use myCRMto organize those contacts and buildshort, targeted sequences. These arenot generic nurture emails. They aredirect,clear, andwritten specifically for that persona.

The emails aresimple, the message is specific,and the goal is tobook a discovery callor short meeting to explore alignment.

I alsotest different versionsto improvereply rates,click-throughs, andconversion to appointments. Everything is tracked inside my CRM.

Step Three: Drive Toward Appointments or Lead Magnet Conversion

Theend goalof this account-based outreach is always the same:schedule qualified appointments.

Sometimes I direct contacts to book directly through acalendar link. Other times, I offer ahigh-value lead magnetor resource that leads to a follow-up.

In both cases, I usecontent or outreachto open the door to areal conversation.

My primaryABM performance metricis simple:

How many meetings did we book from this sequence or list?

• If the number is low, I review themessaging, theaudience, or theoffer
• If it is working, Iscaleto more contacts within the same profile

Read More:How to Build an Ideal Customer Profile with LinkedIn Sales Navigator

ABM Works Because It Is Built on Relevance and Intent

ABM for B2B startups is not new. But it works because it staysfocused.

Instead of trying to reach everyone, I only reach out topeople I know I can help. I craftmessages that speak directly to them. And I measure success bybooked calls, not vanity metrics like impressions or clicks.

ABM is not just a campaign. It is a mindset.You decidewho you want to work with, then you build a plan toearn their attentionandinvite a conversation.

That is how youcontrol the pipeline.That is how youstay efficient.And that is how youclose the right kind of businesswithout wasting time.

Additional Resources

→ My Lead Generation Reading List

$100M Offers by Alex Hormozi$100M Leads by Alex HormoziExpert Secrets by Russell BrunsonThe Art and Business of Writing by Nicolas ColeFounder Brand by Dave Gerhardt

Predictable Revenue by Aaron Ross & Marylou Tyler

The Challenger Sale by Matthew Dixon & Brent Adamson→ My Sales & Marketing Stack

Notion (Productivity)

Close (My CRM)