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....