B2B marketers largely avoided the Super Bowl this year, writes Tom Nightingale, president of sales and marketing for ModusLink. But B2C firms clearly emulated B2B by seeking a conversation with the buyer, "evidenced by the fact that 26 of the 52 national TV spots on The Super Bowl touted Twitter handles," Nightingale writes. Big-game marketers were also consistent in their use of teasers and ancillary marketing materials to make sure their spots weren't isolated efforts. "While they may not have been the funniest batch of ads, they probably were the most productive and high yielding ads," Nightingale concludes.