AUSTIN, TX--(Marketwired - Jul 17, 2013) - Spiceworks, the vertical network for IT, today introduced "Built in Spiceworks," a new program that helps business-to-business (B2B) technology startups get to market and grow their businesses faster. The program pairs startups with hand-selected groups of IT professionals from Spiceworks' network of 2.5 million to provide the feedback and advice companies need to develop and market the latest B2B products and services.
"Our research on the Collaborative Economy has shown that companies harnessing the crowd for ideation, development, support and other business functions can be more resilient and efficient than those who do not," said Jeremiah Owyang, analyst and partner at Altimeter Group. "This is especially true for technology startups who are typically more socially savvy and nimble, lack burdensome processes, and are more inclined to approach challenges in new ways."
"Built in Spiceworks" helps startups tackle both pre- and post-launch stages, including market validation and research, product betas and trials, positioning and pricing testing, public launch promotions, and ongoing marketing programs. More than a dozen technology startups are participating in the program including Pertino, Exablox, Workspot, and PLUMgrid.
"The path to launching an enterprise technology startup is well understood; however, the game changes when targeting the $875 billion small-to-medium business IT market," said Todd Krautkremer, vice president of Marketing at Pertino. "SMB IT professionals have traditionally been difficult to reach, making the path to market longer and more uncertain for startups. The 'Built in Spiceworks' program addresses these issues by providing a community-powered lab environment for gathering hands-on product and go-to-market testing, feedback and insights."
The solution is designed for venture-backed startups designing and building products for IT professionals. However, the program can be tailored for boot strapped or angel-funded companies. Program features include:
- Market validation and research: Spiceworks harnesses the collective power of the Spiceworks Community to help startups quickly validate their market and understand the needs of IT professionals. Companies can choose from a variety of engagement options including large-scale custom research projects, informal polls and surveys, or more intimate focus groups.
- Product betas and trials: Spiceworks pairs startups with a hand-selected group of IT professionals from their target market to give vendors the real-world feedback they need to understand how their product performs, technical issues and challenges, and the features that matter most.
- Positioning and pricing feedback: Through the SpicePanel service, startups receive the candid, honest feedback they need to validate pain points and understand the value propositions, positioning and pricing that will resonate with potential customers. This helps ensure their marketing and demand generation initiatives are more effective.
- Public launch promotions: As a startup exits from stealth mode or begins to formally introduce their first product, Spiceworks' marketing services can help startups immediately establish their presence and reach prospective buyers.
- Post-launch marketing: Spiceworks' research, advertising, content marketing, and social engagement products and services can help startups build upon the momentum created at launch. Through Spiceworks, startups can build a loyal following within the Spiceworks Community, gain advocates, stay on top of the latest trends, advertise in a targeted way, and develop the content IT professionals need to make informed purchasing decisions.
"Spiceworks is in a unique position to help startups accelerate their product and marketing efforts by connecting them directly with their future customers," said Jay Hallberg, co-founder and VP of marketing at Spiceworks. "This program is reshaping how technology startups go to market and the growing impact a community of 2.5 million IT professionals is having on the technologies that are designed, developed and sold to them."
Spiceworks will host a "Built in Spiceworks" Google Hangout today, July 17, 2013, at 12:00 p.m. CDT. Panelists representing startups, investors and IT professionals will share their unique perspectives and how the "Built in Spiceworks" program is reshaping the way technology startups go to market and grow their business. The Google Hangout will feature:
- Todd Krautkremer, vice president of Marketing, Pertino
- Sean Derrington, senior director of Products, Exablox
- Matthew Howard, managing partner, Norwest Venture Partners
- Richard Gallo, systems administrator, Applied Visions, Inc.
- Jay Hallberg, vice president of Marketing, Spiceworks
About Spiceworks
Spiceworks is the vertical network where IT goes to work. The network connects 2.5 million IT professionals with over 2,200 technology brands to simplify how IT professionals discover, buy and manage more than $450 billion in technology products and services each year. Headquartered in Austin, Texas, Spiceworks is backed by Adams Street Partners, Tenaya Capital, Institutional Venture Partners (IVP), Shasta Ventures and Austin Ventures. For more information visit http://www.spiceworks.com.
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Spiceworks is a registered trademark of Spiceworks, Inc. All other names may be trademarks or registered trademarks of their respective owners.
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