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	June 23, 2008 Case Study: Web 2.0 Propels StackSafe's Debut by Laura Ramos with Bradford J. Holmes, Christina Lee

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Executive Summary

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.

TABLE OF CONTENTS

• The Situation: How To Use Community Marketing To Boost A Product Launch
• Actions: Marry Research With Web 2.0 To Create Compelling Conversations
• Results: Community Marketing Works!
• Analysis: Web 2.0 Helps Emerging Firms Turn Sweat Equity Into Market Buzz

WHAT IT MEANS

• Next Steps: Use Community Marketing To Pump The Sales Pipeline
• Related Research Documents

This is an excerpt