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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Good for Us! We Don’t Hire Crooks

 When the product or service you sell is fairly common, you have to stress what makes you better, such as the quality of your service or the background of your staff. Before you do, though, make sure you’re pitching something that matters to your customer, not just to you.  I got an example of how […]

Tips: Get the Most From White Papers

Are you getting the most bang for your marketing buck? Not if you're just sticking a white paper on your Web site and waiting for the registration forms to come in. You put a lot of  time and money into creating a white paper that educates your prospects and keeps your name in front of […]

Hate to say I told you so…

…but actually, I love to. Several years back, I began describing how IT vendors could use email readership tracking to help close long, complex sales. My idea was that by tracking which specific readers looked at which portions of your Website or downloaded specific white papers or demos, you could determine which are the likeliest prospects […]

A blogger who calls himself “The IT Skeptic” begins one post by calling one technology a "dead elephant’: a great putrescence in the corner of the room that everyone studiously ignores, stepping around it and ignoring the stench…” Sound over the top? Well, consider that this blog on CMDBs (configuration management databases, which store information about […]

Take My Sales Lead — Please!

One of the oldest stories in the information technology industry is the persistent gap between the geeks who run IT and the folks who actually run the business. Turns out there’s a similar gap – and one with even worse effects – between the marketing folks (whose job is to drum up demand and, increasingly, find […]

IT Vendors Big Into Online Marketing

I freed myself from the office for a breakfast seminar sponsored by BtoB Magazine and was glad I did. Not only were the networking opportunities excellent, but the comments from IT vendors Cognos (now part of IBM), Motorola and Novell said a lot about where the dollars are flowing in business to business tech marketing. […]

Piggybacking Customer, Vendor Interviews

 You’ve all been there – a reporter calls asking for a customer to interview for a story, and the vendor who supplies the reference customer asks that one of their spokespeople be interviewed before the reporter talks to the customer. Both interviews take place, but only the customer quote wind up in the story.   […]

Survey Basics

I’ve been getting queries lately from clients  wanting to do surveys whose results will produce mentions of them in the trade press. In previous posts I’ve talked about how to publicize the results, but these recent queries have sent me back to school on the basics of marketing-oriented surveys. Here’s what I learned so far:  […]

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