Case Study: How Software Provider JackBe's Social Marketing Strategy Reduces Costs and Delivers ROI
Problem: JackBe, an enterprise mashup software provider, wanted to educate developers about mashups — what they are, how to build them and what applications are a good fit for this approach. The small start-up had a finite marketing budget and needed to move fast to find a solution.
Solution: JackBe selected an open source software provider that offers commercial support for the Drupal social publishing system as the building tool for its community.
Results: Since launching its community, JackBe has seen a 30 percent increase in overall web traffic; more than 2,000 new community members in six months; and its influence on its sales pipeline is close to 100 percent.
JackBe sells enterprise mashup software to developers, enabling them to use web services to connect internal and external data to create new, loosely coupled or “mashed up” applications. Because this is a new approach in software development, part of JackBe’s marketing agenda is to educate developers about mashups. In particular, what they are, how to build them and what applications are a good fit for this approach.
Chris Warner, JackBe’s vice president of marketing, adopted a social approach to this education strategy with a mashup developer community, which targets developers who will use JackBe’s software to build their own mashups.
When Warner began researching which technology to use to build his community website, he considered several options, including traditional proprietary software, software-as-a-service (SAAS) and open-source products such as Drupal. Because JackBe is a small, venture-backed start-up company, Warner's project budget was finite. It was imperative he get the most out of his dollar. He also needed to move fast, with less than two months to deliver a member-ready community.
After researching numerous open source and commercial options, Warner elected to build his website on Acquia Drupal, a commercially supported Drupal distribution from Acquia, a company that provides commercial support for the open source Drupal social publishing system. This option was the most cost effective since it's free. JackBe's primary project cost was hiring Trellon, a Drupal development shop, to design and build its site on Acquia Drupal.