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ArrowVeteran 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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ArrowWe 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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ArrowWe 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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Get Off the Web Form Tightrope

Marketers using Web forms to generate leads are stuck on a tightrope: Ask too many questions, and response rates dive. Ask too few questions, and marketers have too little information on which to score prospects, and no way to contact them if they score well.   Research shows the best time to ask for detailed […]

Targeted Content Defies Downturn

Here are two words you don’t hear too often these days: “Revenue grew.” As in: Online revenue for tech publisher TechTarget grew 27 percent in the gloomy third quarter over the same results last year. Total revenue (which also includes print advertising and other sources) grew a less impressive, but still notable, eight percent.   […]

Dead Trees Not Dead: Chapter II

The other week I blogged about an IT vendor who is spending more on old-fashioned, print custom pubs (hence the dead trees reference) because customers are getting overwhelmed with marketing collateral that requires a computer or iPod to access.   Now comes news that, on the heels of Barack Obama’s historic win, sales of newspapers […]

Next Hot Trend: Print Marketing?

No, your daily newspaper and weekly trade pub aren’t roaring back from the edge of the grave. I’m talking about custom print pubs for customers and prospects overwhelmed by offers to watch Webcasts, hear podcasts, keep up with blogs, check their social networks and do other stuff that requires a keyboard and a screen. Two […]

Bright Spot in a Downturn: List Prices Fall

A client with whom I was discussing lead generation recently asked me how much a list of prospects cost. The answer is: Less and less as economic chills grow.   An otherwise gloomy story on how the economic downturn is chilling demand for direct marketing services also noted that prices are falling for email lists. […]

Stay Focused, Prove Your Worth

More than half of large organizations have already cut their marketing budgets due to the financial crisis, and almost half will cut traditional print, TV and radio ad spending in favor of email marketing and other on-line marketing tools. That’s the word from Marketing Sherpa in a podcast summarizing research done the week of  September […]

Financial Crisis Advice: Think First, Then Panic

Or, better yet, think and don’t panic. If you’ve been in business for more than a few years, you’ve seen a number of these economic crises come and go – the dot-com bust, 9/11, Enron, and now the housing/credit crunch. Whenever and however this plays out, some companies will fare better and others will fare […]

Ahem: What Financial Crisis Means for Tech Marketers

No, I’m not going to give you a detailed macro-economic analysis of how much less failing investment will spend on 10-Gbit LANs or quad-core processors to run their risk-modeling software. I’m talking about something much more basic: Explaining every technical term in your marketing copy, as soon as you mention it, so you don’t lose the […]

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