Business-to-business technology marketers have found that their audience of business decision makers responds well to entertaining messaging — often relating to sports — as a way to cut through the current economic malaise and keep the conversation going around their products and services.
B-to-b agency Doremus launched the Sage Experience campaign for its client Sage Software, which provides business software for small and midsize companies, in March — at the height of the recession.
“When we launched, we were in the middle of the worst doom and gloom,” says Kevin Jenkins, VP and account director for Doremus in charge of the Sage account. “So, we launched in sports media. The idea was that ...