Who We Are Arrow Veteran IT trade press editors and IT marketers with years of experience understanding the needs of enterprise IT customers, and of the hardware, software and services vendors offer them. who are most ready to buy.

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Who We Are Arrow We not only produce outstanding marketing copy (email newsletters, blog posts, white papers and case studies) but can track its readership to help you identify those prospects who are most ready to buy.

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Who We Are Arrow We combine superior writing skills with in-depth knowledge of information technology. We then use our journalism experience to tailor copy to where prospects are in the buying cycle. who are most ready to buy.

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Busting the AI/Security Hype Cycle

Whenever a buzzword gets hot, you can expect lazy marketers to start pasting it on every product or service in sight. When two buzzwords get popular at the same time, expect double the hype. So it is with the two hot high-profile trends of security and artificial intelligence (AI). Security is a big deal because […]

how to improve the quality of marketing content

Over Half of Marketing Content is Trash. Again.

News flash (or not): Too much of our marketing content stinks. Who says? More than 250 global technology decision makers surveyed by Forrester Research. 57% said “most of the material is useless.” 66% said “vendors provide me too much material to sort through” 60% said they get most of their information from other sources. What’s […]

Selling Three Top IT Trends in 2019 

Between waves of new technology and political and economic jitters, 2019 will be an extremely noisy marketing environment. Getting and keeping the attention of IT buyers will be harder than ever. Here are three of the biggest IT growth areas I’m seeing from my work with clients, and suggestions for practical messaging that will lift you […]

How to Play It Snarky But Safe

There’s a lot of talk about the need to make marketing content funny and edgy enough to rise above a sea of “me-too” blather. Yet too many of my clients continue to play it safe – too safe, to my mind, to accurately describe the real business problems they help their customers solve. If, for […]

selling transformation

Which Transformation Soup Are You Selling?  

With winter coming, it’s time to think about soups. Not as in savory stews, but in the unsavory slop we dish out when we carelessly talk about “transformation.” Blending the various definitions without thinking dilutes the message and leaves prospects confused, rather than wanting to learn more. More than seven years ago (yikes!) I first […]

product positioning

Differentiate This!

Many of my small to medium size clients, such as regional IT service providers, struggle when I ask them what differentiates them from their competitors.  The best they can come up with is often: “We really listen to our customers’ needs.” “Our staff really cares about our customer’s success.” “We take a consultative approach, rather […]

best practices blockchain marketing case studies

Blockchain Blues, Case Study Heartache

Demand for IT marketing content remains as strong as I’ve ever seen it. But not all tech categories are as healthy as others, and in some ways, creating quality content is becoming harder and harder. Among the changes I’m seeing and some tips for coping: Email struggles: Clients are getting more sophisticated in their use of […]

Four Email Marketing Sinkholes to Avoid

I recently finished an email nurture campaign for a major software vendor. It included multiple emails across multiple streams for each step in the buyer’s journey (awareness, education, consideration and qualification.) The writing was the proverbial tip of the iceberg. The 90 percent I didn’t see at first included defining the personas (hypothetical reader groups […]

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