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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marketing a platform company

Four Tips for Selling Platforms, Not Widgets

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If you hang around the geekier edges of the tech marketing world, you’ve heard a lot in the past few years about APIs, or application programming interfaces. APIs are what developers use to develop applications or services for an operating system like Windows (in the old days) or for a cloud service like Amazon (in […]

stopwpmadness1

Want Good Writers? Clean Up Your Onboarding

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Today, I give you an exciting post about how to onboard writers to the content management systems that handle your marketing content. Bored already? So am I, which is the point. When you’re trying to develop a lot of marketing content very quickly for the launch of a major B2B Web site (as a Fortune […]

Does This Pop-Up Make Me Look Fat?

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Or, should say, does this pop-up below try to make the reader look stupid? Or, how about this one: Or (I can’t resist):   It’s Not Me, It’s You. Really. I usually just look for the “X” so I can close pop-up ads as quickly as I can and get on with what I was […]

marketing campaign cloud security

Content Cookbook #5: Cloud Security

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CIOs love the agility, flexibility and lower prices offered by the cloud. But year after year, security breach after security breach, fear keeps them from moving more sensitive data and applications to off-premise data centers. If you’re selling cloud security, either as a cloud service  or in the form of consulting to help clients assure […]

How to sell transformation

Selling the Five Waves of “Transformation”

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 IBM, Dell, Capgemini and Accenture all claim they can deliver it.  McKinsey & Co. claims the entire nation of China is doing it. “It” is  digital transformation. Personally, I don’t get it, because: If “digital” means “computerized,” we’ve all been “digitally transformed” a bunch of times since the 1960s. (Think mainframe, minicomputer, client-server, Web, and […]

speed B2B marketing content

Make Those Pesky SME Interviews Worth It

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You know how hard it is to get time from your subject matter experts (SMEs) to brief the writer who’s creating your marketing content. These SMEs (be they sales engineers, account executives or project managers) are too busy meeting their numbers or keeping clients happy to explain it all to a writer. So doesn’t it […]

2015 trends B2B content marketing

Can We Lead With Value in 2015?

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Another day, yet another lament about how lame business-to-business (B2B) marketing content can be. The latest eye-rolling comes from Forrester Research, courtesy of a report in AdAge. It quoted Laura Ramos, a vice president and principal analyst at Forrester, on her review of 30 B2B Web sites in in the technology, software, investing, medical products, […]

finding marketing writers

Should Everyone Be a Writer?

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The insightful Ann Handley recently created ten ways to create a “culture of writing” to get more of your experts creating content for demand generation, inbound marketing, and social media marketing campaigns. Some of them are useful, others I’m less sure about. But is the whole idea of getting every subject matter expert (SME) in […]

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