OpenView Report Examines Innovative B2B Online Marketing Tactics

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Profiles Best Practices Used by 10 Leading B2B Technology Companies

Today’s small B2B technology companies need to be much more creative than ever before if they want to stand out in an increasingly ephemeral online world.

OpenView Venture Partners, an expansion-stage venture capital firm focused on providing technology companies with deep operational support, released a new report today entitled, “Above and B2B-eyond: A Look at the Creative Marketing Tactics Leading B2B Technology Companies are Using Online.” The report examines the marketing techniques that 10 B2B technology companies are using across three main areas: social media, promotional offers, and online tools and assessments.

“Over the past decade we’ve seen an evolution unfold online in terms of how B2B technology companies are marketing themselves,” said Brian Zimmerman, Managing Director of OpenView Labs, the firm’s strategic consulting arm. “As a result, today’s small B2B technology companies need to be much more creative than ever before if they want to stand out in an increasingly ephemeral online world. The analysis of the online marketing tactics contained in this report provides valuable insights that can help those companies market themselves more effectively.

In addition to analyzing the tactics that Salesforce.com and other companies are using, the report outlines three best practices for online marketing, including the need to create high-quality content, to find creative delivery mechanisms to get that content out to prospects and customers, and to ensure that the content has social appeal. The nine other B2B technology companies featured in the report include Marketo, VMWare, New Relic, Atlassian, Tableau, RightScale, HubSpot, Zendesk, and Eloqua.

“The companies featured in this report are doing great work online,” continued Zimmerman. “It’s important to note, however, that their success isn’t the result of oversized budgets, but rather of a lot of creativity and hard work. Any small B2B technology company can apply the tactics and best practices outlined in this report.”

OpenView’s reports span a variety of topics, including technology, venture capital, marketing, and sales, and are created from the research OpenView Labs conducts in support of its portfolio companies. Recent reports have looked at website content segmentation, up and coming hotspots for venture capital, and compensation research at the expansion stage.

About OpenView Venture Partners
OpenView Venture Partners is an expansion-stage venture capital fund based in Boston that is focused on high-growth software, Internet, and technology-enabled companies. Through its staff of seasoned operating executives, who collectively bring several decades of technology and management experience to the firm, OpenView is able to help portfolio companies quickly optimize their product, go-to-market, and organizational and operational functions. Founded in 2006, the firm invests globally and has approximately $440 million in total capital under management.

About OpenView Labs
OpenView Labs is the strategic and operational consulting arm of OpenView Venture Partners, a global venture capital fund that invests in expansion-stage technology companies. The Labs team consults to the management of OpenView’s portfolio companies across an array of functional areas, including recruiting, go-to-market support, and research and analytics. Together with its network of senior advisors, the team supports OpenView’s portfolio companies on a range of initiatives ranging from methodology incubation and market research, to providing strategic coaching.

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