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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 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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IT experts love to throw around terms like SAN, NAS and WAN while their business counterparts mumble about regulations called SOX, PCI-DSS, FSA,  BASEL II and HIPAA. When all these acronyms get built into software, it’s almost impossible to tell what value, if any, it’s providing to a customer. That’s why it was so refreshing […]

Nice Bezel, Baby

Print trade pubs may be hurting for revenue, but they’re not giving away full-color, full-page ads. So why are storage and server vendors wasting their ad dollars with pictures of their hardware like this one? Servers and storage aren’t SUVs or even liquor bottles. Styling doesn’t sell – features, functions and performance do. And let’s […]

A lot of Web sites try, with varying success, to tailor the content they offer based on a reader’s previous browsing or download activity. Sometimes, the results are laughably bad: Husband buys wife a romance novel on Amazon, is forever greeted on log-in with pictures of women with flowing hair in front of castles.) But […]

Single Worst Email Mistake

The three worst words you can include in an email pitch are “Attached please find…’” The editor or reporter already knows there’s a press release attached from the subject line and the attachment icon. Out of the dozens of emails he or she gets every day, why should the editor open yours if you haven’t […]

When Words Are Best

Between blogging, podcasting, advertising and social networking, it’s no wonder advertisers are trying everything under the sun to reach information-saturated customers. But sometimes just plain words work best, assuming they communicate a clear, concise message. This became clear to me while reading Tom Foremski’s excellent Silicon Valley Watcher blog, and checking out an advertising widget […]

Media Training Gone Bad

Trend stories are a great way to establish a client as an expert and keep their name before potential customers. But while reporting such a trend story recently I had some interviews so bland, so self-evident, so non-committal I’m sure I won’t quote them. That’s a wasted opportunity for the vendor. No matter what a […]

Crooked New Media?

During a recent podcast on the “new media” of blogs and Webcasts, a venture capitalist asked Steve Hall, Publisher of the Adrants blog, what he would do if an advertiser agreed to pay Steve more if his coverage resulted in more click-throughs on the vendor’s ad. Steve, to his credit, said he wouldn’t play favorites […]

No Shame in Good Customer Service

In several conversations with current or potential clients, I’ve seen them struggling with how to market their customer service. In one case, the client insisted their strength was their technology, but their reference customers instead gushed about the quality and speed of their customer service. (“Someone actually answered the phone, and if they didn’t have […]

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