Author Archives: mfischler

Six Tips on Hiring a Technology Copywriter

A few hints on what to look for when hiring an internal or outside copywriter Continue reading

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About Agencies, Content and Tech Marketing

While your B2B agency teams don’t really have to understand the nuts and bolts of what you do, your copywriter does. Continue reading

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B2B Content and Those Stubborn Ground-in Stains

What’s the difference between B2B and B2C content? I’m not going to tell you. I’m going to show you. Let’s go and wash our clothes. Here’s how B2C P&G gets its clean laundry message across: NEW! Tide Ultra Stain Release … Continue reading

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B2B Marketing Is Harder than B2C Marketing

Reason # 1 — We’re Not Natural Members of the Marketplace We marketers are (generally) not a member of the Tech marketplace we’re marketing to. In B2C spaces, we’re all familiar with the products we market—Milky Ways to mattresses to … Continue reading

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What 400 Technology Companies Have Taught Me about Content

The tech marketer’s search for credible data against which to benchmark their content strategies and tactics is an ongoing process. I think I can save you some time. I’m a sort of walking survey about how technology companies think and … Continue reading

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Getting to Know You–The More You Know the Less Hot Air You Blow

When I ask my clients: “who’s your marketplace?,” the answer I hear most often is a variation of “Enterprises between 300 million and 1 billion dollars.” That’s not a marketplace. That’s a business classification. A marketplace is made up of … Continue reading

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The Lone Ranger and Me: Following Our Creeds

The metaphor of The Lone Ranger is a common one for folks in my line of work–we swoop out of the prairie, help the widows and orphans keep their homes, and ride off into the sunset. There’s another similarity: just … Continue reading

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