The 2011 issue of the Marketing Sherpa Wisdom report has just been released and as always, it’s full of useful nuggets of information and examples from marketers on what’s worked (and what hasn’t) over the past year. I particularly enjoyed the Eloqua case study on their "Grande Guide" series.
They injected a bit of fun into their B2B marketing by creating a fictional character of Juan Eloqua, in a very similar vein to one of my favourite consumer campaigns from last year, Dos Equis The Most Interesting Man in the World campaign.
Does the Eloqua campaign prove that B2B marketing and humour can co-exist? I certainly hope so.
