Cisco injects humour into B2B marketing

This event report explores the power of humour in business-to-business marketing, based on the views of Tim Washer from Cisco – and a trained comedy writer and performer.

Cisco injects humour into B2B marketing

Stephen WhitesideWarc

Selling industrial routers worth $250,000 is a serious task. And that, for Tim Washer, is precisely where many business-to-business (B2B) marketers are going wrong.

"I have worked most of my life in B2B, which – by definition – is humourless," he informed delegates at NewsCred's Content Marketing Summit, a one-day conference held in New York City during September 2014.

As executive producer/rich media marketing at Cisco, Washer is tasked with championing a slate of products including data centers, storage systems and networking equipment. But rather than reinforcing the staid, sober communications...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands