Our goal was to stand out from the crowd by exposing the in-joke and saying what we actually mean. It’s hard to believe that plain language could be a differentiator, but in B2B Telecom, it is. This also gave us an opportunity to introduce something else that’s unheard of in B2B Telecom – humor. We had to take a risk while maintaining our credibility, and ID’s creative team helped us find the right balance.

Their hands-on, consultative approach is what really sets them apart in the demand generation arena. They don't just talk with us about it, they actually work side-by-side with us.