Tim Washer, Champion for humour in corporate communications at Cisco, speaks about cutting through all the noise in the online world. It is supremely difficult to get people’s attention not only in the consumer world but perhaps even more with B2B marketing.

Washer believes that being random, ridiculous and funny in communications helps give the business and the brand a personality. Not in all communications but at least some.

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This is happening in the B2C world very well and there is more of a need for it to happen in the B2B world.