The Power of the Big Bet: What Focus Teaches Us About Account-Based Marketing
In the 2015 film Focus, Will Smith plays a master con artist who trains Margot Robbie’s character in the subtle art of influence. One of the most memorable scenes takes place at a high-stakes football game, where Smith’s character orchestrates a carefully planned and psychologically nuanced bet that results in a massive payoff.
While it’s a con in the movie, the strategy behind it has striking parallels to the principles of Account-Based Marketing (ABM). In both cases, the goal is to focus attention and effort on a single, high-value target—and to play the long game. The power of ABM lies in this very mindset: it’s not about reaching everyone. It’s about reaching the right one.
The Problem With Traditional Marketing Approaches
For decades, traditional marketing has been built on the idea of casting a wide net—generate leads, qualify them, and hope some convert. While this can work at scale, it often leads to wasted resources and low conversion rates, especially for B2B companies targeting high-value accounts.
It’s like yelling in a crowded stadium and hoping the one person you need hears you. ABM, on the other hand, is the whisper in the ear of your most valuable prospect—the strategic bet that, if successful, pays off far more than a hundred low-intent leads.
This is where Focus becomes more than a movie—it becomes a metaphor.
The Big Bet Scene: An ABM Masterclass
In the Super Bowl scene, Will Smith’s character Nicky makes a series of seemingly impulsive and escalating bets, culminating in one outrageous wager: he asks Margot Robbie’s character to pick a random player on the field, promising he can guess the jersey number. But the twist is that the target—an ultra-wealthy gambler—has been unconsciously primed all day to focus on one specific number. From cues in their environment to the limo driver’s jersey, the number 55 has been subtly but consistently planted in his mind.
This was not chance. It was strategy.
And that’s exactly how ABM works.
You don’t win big by accident. You win by identifying the right account, researching it thoroughly, engaging it intelligently, and surrounding it with consistent, tailored messaging—so when the decision moment comes, you’re already top of mind.
Translating Movie Strategy into Marketing Execution
Let’s break down how the film’s approach to the “big bet” mirrors the ABM process.
- Identify the High-Value Target
In the movie, Nicky doesn’t place random bets on anyone. He goes after someone who has money, ego, and a thirst for risk. In ABM, the first step is the same—identify your Ideal Customer Profile (ICP) and select high-value accounts that align with your offering.
Not all leads are created equal. ABM starts by narrowing your focus to accounts that offer the greatest potential for revenue, long-term partnership, or strategic value.
- Research and Understand Their Psychology
Nicky knows his target intimately—he understands how he thinks, what drives him, and how to manipulate those emotions. In ABM, we call this insight. Marketers work closely with sales teams to uncover account-level intelligence: what are the business challenges? Who are the decision-makers? What’s happening in their industry?
This level of research allows you to craft messaging and campaigns that truly resonate, not just with the company, but with the individuals within that company.
- Surround Them With Subtle, Consistent Messaging
Throughout the day, the mark in Focus was surrounded by the number 55—on signage, on clothing, in music lyrics. The goal was to embed the number in his subconscious so deeply that it would feel like his own idea when he finally picked it.
ABM takes a similar approach using coordinated, multi-channel campaigns. Your brand needs to show up in emails, social media, LinkedIn ads, retargeting, events, and even direct mail—each touchpoint tailored and personal, reinforcing the same themes and solutions in subtle but consistent ways.
- Patience, Timing, and Payoff
The genius of the Focus scene lies in its restraint. The entire con is built on patience and timing. They could’ve tried to swindle the mark with one flashy move, but instead, they spent the entire day setting it up.
With ABM, you don’t rush the sale. You build trust, deliver value, and align with the account’s buying journey. The payoff is a deep, long-term relationship—not just a one-time transaction.
Why This Approach Works
ABM works because it aligns your marketing and sales teams around the accounts that really matter. It’s targeted. It’s measurable. It’s strategic.
And when executed well, it delivers:
- Higher ROI: Because you’re not wasting budget on low-fit leads.
- Stronger Engagement: Because your messaging is tailored and relevant.
- Shorter Sales Cycles: Because the buyer already knows, likes, and trusts you.
- Greater Alignment Between Teams: Because both marketing and sales are focused on the same goals.
Key Takeaways from Focus for Your ABM Strategy
- Pick your targets wisely. Don’t spread yourself thin. Go after the accounts that matter.
- Do your homework. Deep research is non-negotiable in both cons and ABM.
- Personalise everything. Generic doesn’t win hearts—or deals.
- Play the long game. ABM is not about quick wins. It’s about building momentum and influence over time.
- Orchestrate the experience. Like the number 55 being seeded everywhere, your ABM campaigns should deliver a seamless, cohesive experience across all channels.
Final Thoughts
At first glance, Focus might seem like an odd inspiration for a marketing strategy. But behind the drama, suspense, and sleight of hand lies a powerful lesson in strategic thinking and influence.
ABM is not a numbers game—it’s a focus game. It’s about betting big on the accounts that can change the future of your business, and putting everything behind making that bet count.
So, the next time you’re planning your marketing strategy, don’t think in terms of campaigns and conversions. Think in terms of Focus.
Pick your number. Prime your mark. And make the big bet.