Consumer marketers have long used humor to get their messages out. By comparison, most business marketers—with a few notable exceptions—generally tend to play it safe. Tim Washer, senior marketing manager at Cisco Systems, thinks B-to-B companies should give serious thought to using comedy in their marketing efforts. "Consumer brands get away with being ridiculous all the time and that's fine," he said. But with the proliferation of social media, "it doesn't matter if [the audience] is B-to-B or consumer. They're people."