“Call your customers,” says Paul Gillin. “Find out what motivates them, what they worry about and how they define success … The better you understand the people who buy your products, the more effectively you’ll be able to reach them.” Over the last decade Paul Gillin...

John Gallant served for some 35 years in the IT trade press at IDG publications including Computerworld and Network World, most of them in senior editorial roles. In fact, both Saratoga B2B Group co-founders worked for him at Network World when he was...