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...