If you're using email marketing, you're more likely to get your targets to click on links if you offer something you've had to spend a fair chunk of budget to create - such as a research report or a white paper - right?  Not necessarily.  In a study by IDG Connect, technology buyers said they were most likely to click on email links which offer them 'news and articles'.  Links to 'Competitive comparisons and buyers' guides' came second.

Just because you have a press release explaining how a customer is successfully using your technology, doesn't mean you'll always get media coverage. One journalist from an online IT publication told me recently "new implementations are installed every day, so we can't cover every announcement."  And some tech news sites have told me they don't cover customer stories at all anymore.