Chris Maher

Chris Maher is president of FOSFORUS, an Austin-based company that provides business-to-business advertising, media, marketing and interactive services. For seventeen years, Chris has been a top creative director and agency principal. His campaigns have generated a cumulative total of $200 million in technology sales for companies like Dell, Tivoli, Microsoft, i2 Technologies, ClickCommerce, and FreeMarkets.

The Ordinary Marketer - Marketing shouldn't be about the occasional one-off print ad or quickie campaign. To be successful, you need to incorporate winning techniques into your everyday marketing practice. Jun 19, 2002

The Vacation Column - We're living in an untrusting environment, and the prevailing mood is creating changes in our industry and throughout our world. But it's time to stop hiding out; we need to get back to the world. Jun 5, 2002

Email Copy for the Next Economy - Email that speaks to executives: a five-point checklist. May 22, 2002

Context Matters - Before you craft your email marketing messages, carefully consider the context in which they'll be received. May 8, 2002

In All Candor - Billions have been spent on complex supply chain management and enterprise resource planning technologies, but why has so little attention been paid to encouraging candor within organizations? Apr 24, 2002

Going In: Some Things I Think About With Every Email Campaign - There's no such thing as business-to-business, just person-to-person, so take some risks with your next campaign. Apr 10, 2002

Revisiting the Email Newsletter - So, you need to educate the market, and you've chosen an email newsletter to help you do the job. Chris shares some do's and don'ts for email newsletter success. Mar 27, 2002

A Structural Flaw - Ask questions. Expect answers. Don't settle for the geese, the salmon, or 'bidirectional change propagation.' Mar 13, 2002

Four Short Articles About Business Email - The most instructive of tales can be told in just a few short paragraphs. This week, Chris shares some pithy observations that can help move your B2B email efforts forward. Feb 27, 2002

The Offer Culture - In some organizations, sales and marketing functions have grown so divorced, you can almost forget that both are aimed at winning new customers. Here's how to get the two reconnected. Feb 13, 2002