Alterian skips Marketing 101

(By Anthony Miller) In the spirit of the FT’s Blessed Lucy Kellaway, I feel morally obliged to refer you to marketing software vendor Alterian’s interim results statement (see here) as a prime example of, well, how not to write a marketing piece. I’ll leave it to you to translate the section on “Alterian and it’s markets” (sic) as I’m sure I can’t, but I’m afraid there’s no prize for the reader finding the most grammatical errors in the piece. And before anyone gives me a really hard time on this, I admit I’m no Shakespeare. But on the other hand I’m not selling marketing software. By the way, their results were pretty good which, in the end, is probably all investors are interested in! But where’s the fun in that?