MKTG Observation - Hoovers Website Offers a Friendly and Engaging Voice

I love marketing and I'm always impressed when a "buttoned up" heritage company like HOOVERS uses a real human "voice" in their messaging.

This floating "chat box" pops up and offers extra help to the not-yet-logged-in browser . . .

Then it gets more aggressive and humorous, finally ending up as the image you see above.

BRAVO!