Built to Last Programs - Great marketing has legs

Quick note...when I was at Actional, I wrote a whitepaper and built a model on Web Services Management ROI that was used for 5 yrs!!! Good content has long shelflife.

At Secure Computing, we launched the SWAT initiative in 2008. This week, McAfee (#mfe) updated the Forrester Research and the core Whitepaper behind this initiative.

Lessons:

1. Do less, but make it impactful
2. Great content has longer than expected shelf life
3. Great content focuses on the customer's needs and challenges
4. Market ahead of the curve (Web 2.0 in 2008) and the market will come to you, creating leverage...

Over and out!
Ken