B2B

Business-to-business companies often can’t find a way to fold humor and storytelling into their marketing, because what they sell isn’t… well, funny. Or they think it’s not much of a story. Here’s how one company challenges that assumption. If I were Cisco Systems trying to show how the role of information technology (IT) is changing, I could commission a research-based whitepaper detailing new consumption models brought about by cloud, security, mobility, and programmable networks. I might talk about how that is creating new markets and business models, transforming communication and knowledge sharing, and significantly changing the role of IT. Or… I could tell you a story featuring a real chief information officer sharing in clear, simple language about how she’s using technology to sell more beer to the people who want to buy it. And toss in a few bits of humor and playful improv to give it warmth and