Customers may also take a second look at your company. For example, use humor to set yourself apart from the competition. In an interview with AdAge, Xerox CMO John Kennedy says, “Xerox has become universally associated with a specific category, which is all about technology. The company has evolved into one of the largest providers of business services, in competition with IBM, Accenture and other business services outsourcing companies. The 30-second TV clip lets humor come to the fore. It shows an executive inundated with technical jargon. 7 million views on YouTube. https://www.youtube.com/watch?v=jWTETDH2JpcB2B marketing doesn't have to be boring In recent years, gamification has exploded in the marketing industry. And while most marketers may believe that it is only useful for B2C companies, there is room for gamification in B2B..