ABM is Hard

Once, when I was at Sprout, a vendor sent me two bottles of wine that had 3-digit combination locks over the corks.

The gist of the ABM campaign was, “take a meeting with us, and we’ll give you the code to unlock the wine.”

Entirely uninterested, I set the bottles out and let my team know if anyone wanted to crack the code, the wine was theirs to keep.

Within the hour, someone figured out that the code was the street number from the vendor’s office address, and they claimed their prize. 🍷

The takeaways?

📦  Marketing to marketers can be hard
🧀  Sometimes the mouse gets away with the cheese