Business-to-business marketers should take a cue from their B2C brethren and use the holiday season for sales instead of letting opportunities slip away, Ryan Neal writes. But the marketing approach should be different, with a softer sell, and the use of video and humor to raise visibility. Norton Symantec created funny examples last season, showing a host of holiday shoppers beset with worry, in contrast to the carefree security-product user, and a woman so frantically preparing dinner that she bakes the laptop she was using for recipes.

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