Who We AreArrowVeteran 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 AreArrowWe 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 AreArrowWe 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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Two “Must-Haves” For Every Case Study


While revising a series of case studies for a global IT services company, I found myself asking them over and over: What did you do client that was different or better than what either the client or your competitors could have done? How did your work help your client’s bottom line? These two seemingly obvious […]


Over the last ten years or so, virtualization has taken over the world of X86-based servers. Creating pools of “virtual” servers on single physical machines slashed capital and operating costs for in-house data centers. It also let newcomers like Amazon Web Services rent out slices of their ginormous compute, storage and network resources to anyone […]

using third party data for progressive profiling of B2B prospects

Should We Really “Think Like Publishers?”


Just when we all got used to the idea that “every vendor should be a publisher” comes word that, indeed, they shouldn’t. They instead need to be marketers who publish content to achieve specific business objectives. It’s one of a number of good points in a very useful presentation “Yeah, it’s content, but is it […]

best content B2B buyers

Is Our Content Turning Off Tech Buyers?


Recent research  from on-line IT marketer Spiceworks says yes.  Their users don’t give a hoot about spray-and-pray email blasts or mindless product promos on Facebook. What does keep them caring about and buying from vendors, says Spiceworks, are personal, technical responses to their questions from someone who sees them as a person, not just a […]

transformation in marketing campaigns

Is “Transformation” Bad For Marketing?


Everywhere from interior decorating to education to healthcare, everyone’s claiming they deliver “transformation.” But when it comes to  selling information technology and services, is the “T” word an effective value promise, or a vague buzzword that sets both the buyer and seller up for trouble? I’m curious to hear from other marketers about how your […]

content sequence containers

Content Cookbook #3: Selling DevOps


(One in an ongoing series of sample drip content marketing campaigns for IT vendors. Feel free to steal this sequence or, if you’d like help customizing one for your needs, email or call at 508 725-7258.) DevOps is the process of combining historically separate development and operations functions to speed application deployment. This is especially […]

content marketing solution providers

Differentiating Local IT Service Shops


A lot of local and regional IT “solution” providers I work with have a self-esteem issue. When I ask “What differentiates you from your competitors?” they say “Nothing.” “We just do what everyone else does – install and manage networks, do user support, plan upgrades, execute cloud migrations,” they say. Or, “We try to listen to […]


Senior IT buyers want the cloud to make them more agile, not just save them money. But they’re also skeptical about whether such Web-based services can meet traditional IT standards for performance, interoperability and security. To succeed, cloud marketers need to address in detail both these hopes and fears. Those are my top takeaways from […]

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