New OpenView Report Examines Benefits of Crowdsourcing Marketing

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Provides valuable insights into leveraging customer engagement to enhance marketing campaigns.

By following the process outlined in this report and learning from the examples it provides, we believe expansion-stage companies can take advantage of the marketing benefits crowdsourcing can create.

OpenView Venture Partners, an expansion-stage venture capital firm focused on providing technology companies with deep operational support, released a new report today entitled, “Crowdsourcing Marketing: Leveraging Customer Engagement for Maximum Impact.” The report provides a framework for executing effective crowdsourced marketing campaigns and highlights examples of three companies that have done so successfully.

The report outlines how marketers can use crowdsourcing to engage both active and passive audiences to increase their companies’ brand exposure. It also describes how it is a tactic that companies can employ to create content and/or gather valuable insights to help inform enhancements to their products.

“Crowdsourcing has always been a powerful phenomenon, but today it’s also becoming an increasingly important marketing tool for fostering customer engagement and obtaining their input and feedback,” said Brian Zimmerman, Managing Director of OpenView Labs, the firm’s strategic consulting arm. “By following the process outlined in this report and learning from the examples it provides, we believe expansion-stage companies can take advantage of the marketing benefits crowdsourcing can create.”

The report cites examples of successful crowdsourcing marketing campaigns that have been conducted at several small but innovative technology companies, including Stripe, MINDBODY, and Avid Software.

“The examples of crowdsourcing marketing that we have identified in this report will hopefully inspire other companies to adopt similar tactics,” continued Zimmerman. “As the report explains, something as simple as a contest around creating Pinterest boards can give you broad access to many new prospects and customers.”

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. This report is the third in a series that analyzes examples of B2B companies that are successfully implementing online marketing tactics. The previous reports are entitled Interactive Content: An Innovative Approach to Customer Engagement” and "Email Marketing Tactics: Do Your Messages Measure Up?" You can download either on the OpenView Labs website.

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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