This category is for marketing efforts from businesses targeting other businesses. Business-to-business efforts for any type of product or service, from any marketplace segment, are eligible to enter.
Watson Gets to Work
IBM needed its star product (artificially intelligent “IBM Watson”) to be seen, not as a curiosity for the future, but as the must-have tool for business today. The ‘Watson at Work’ campaign used a drumbeat of content to show Watson in his proper context: already hard at work, among real businesses, delivering real results. Prospects were converted from the “maybe later” crowd into “adopt today” zealots 6.5x faster than forecast.