For Technology Product Management & Marketing Professionals (Length: 12 pages)

June 23, 2008

Case Study: Web 2.0 Propels StackSafe's Debut

by Laura Ramos

with Bradford J. Holmes, Christina Lee

Executive Summary (This is a document excerpt)

Software startup StackSafe used Social Computing technology to burst onto the scene in the multitier testing and change control market. How? The companies' marketing professionals engaged prospects in a community conversation to validate a problem, postulate a solution, and then tie a product launch into the same Web 2.0 environment. Fellow business-to-business (B2B) marketers can achieve their own community marketing success by emulating StackSafe.

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TABLE OF CONTENTS

NOTES & RESOURCES

itemThe Situation: How To Use Community Marketing To Boost A Product Launch

itemActions: Marry Research With Web 2.0 To Create Compelling Conversations

itemStep 1: Create Primary Research That Uncovers Real User Pain

itemStep 2: Turn Research Results Into Conversation Starters — And Leads

itemStep 3: Establish Thought-Leadership Status Among PR And Web 2.0 Influencers

itemStep 4: Use Social Marketing Tactics To Boost Launch Visibility

itemResults: Community Marketing Works!

itemAnalysis: Web 2.0 Helps Emerging Firms Turn Sweat Equity Into Market Buzz

WHAT IT MEANS

itemNext Steps: Use Community Marketing To Pump The Sales Pipeline

Forrester interviewed Jonah Paransky, vice president of marketing, and Joseph Pendry, director of marketing, at StackSafe for this case study.

Related Research Documents

itemB2B Marketers Fail The Community Marketing Test

May 7, 2008

itemCommunity Marketing: A New Discipline For Business Technology Marketers

May 7, 2008

itemUsing Social Media In B2B Marketing: Quick Fix Or Quagmire?

January 15, 2008

Find Documents In Related Categories

This document falls under the following categories. Click on a link below to find similar documents.

Analyst: Laura Ramos
Technology: Customer Experience, eBusiness/eCommerce, Interactive Marketing, Marketing & Advertising, Social Computing & Web 2.0
Industry: Business-To-Business eCommerce, Computer Software Industry, High-Tech, Tech Marketing Tools & Best Practices
Geography: Asia Pacific, Europe, North America
Archived Teleconference:
The 2009 Economic Impact On B2B Marketing Budgets And Practices
Original air date: Monday, May 18, 2009
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