How Park & Battery Made a B-to-B Campaign That Would Make Saul Goodman Proud

By studying the space, its subjects and the intended audience, the shop found the fun in business marketing

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When the tagline of your business-to-business marketing conference is “Let’s take the boring out of B2B,” the segment’s tedium is implied.

That reputation for routine loomed over Michael Ruby’s keynote speech on the opening day of the B2B Marketing Exchange conference in Scottsdale, Ariz., late last month. The title of his speech, Value Creation: The Real Magic and Metric of Content Marketing, blended into the event’s jargon-packed agenda and its ensuing torrent of slideshow data.

But Ruby used his time on stage to do something novel: Amid days of lectures and breakout sessions that evangelized storytelling, the president and chief creative officer of agency Park & Battery actually told a story.

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