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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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How to sell transformation

Selling the Five Waves of “Transformation”


 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

Making Pesky SME Interviews Worth It


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?


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?


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 […]


Just in time (hopefully) for your 2015 industry trend prediction posts, here are five things to do right, courtesy of security and mobile cloud services provider Neohapsis and their excellent list of 215 security predictions. (No, Neophasis is NOT a client and I had nothing to do with this list of predictions.) Kind of wish […]

best practices case study

What? You Skipped These In Your 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 for your 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 […]

content sequence containers

Content Cookbook #4: Containers


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 […]

how identify target customer content marketing

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 […]

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