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Why ABM Should Be Treated Like the Movie 'Inception,' Part 1: Getting ABM in Our Heads

I'm a movie guy. What can I say, I enjoy them, and the movie 'Inception' is one of my favorites. The film stars Leonardo DiCaprio as a professional thief who steals information by infiltrating the subconscious. He's offered a chance to have his criminal history erased as payment for the implantation (or Inception) of another person's idea into a target's subconscious. One line that really stuck with me was from DiCaprio's character, Cobb, where he describes the concept of inception, saying: 'An idea is like a virus. Resilient. Highly contagious. And even the smallest seed of an idea can grow. It can grow to define or destroy you.'

I think that the ideas in that line should be the main goal of a successful account based marketing (ABM) strategy. According to Wikipedia, ABM is defined as a 'strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one.' ABM isn't solely lead generation, an outbound marketing campaign, a sales call or display advertising. No, an effective ABM strategy encompasses all of these elements.

In my next post I'll discuss how, like the characters in "Inception," ABM requires the different roles and responsibilities within an organization to be aligned for the common goal.

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Posted by Sahil Jain on 01/28/2019 at 9:45 AM