Case Studies

• B3 Communications implemented an aggressive media relations program for publicly held enterprise software company, Documentum, to establish the company as the emerging leader in the rapidly growing Enterprise Content Management market.

The Challenge

When B3 Communications began working with Documentum, the market was crowded with medium-sized players with no real differentiation among the various offerings. B3 Communications was challenged to position Documentum as the market leader in an emerging space that industry influencers had not yet clearly defined.

The B3 Communications Solution

Through an aggressive public relations campaign, B3 Communications implemented a cohesive media plan that included outreach to business and financial press, technology publications, and key vertical press.

B3 Communications worked to establish and evangelize a definition of Enterprise Content Management, defined as document management, web content, and rich media. Through consistent communication with the media via product launches, customer and partner news, and company acquisitions, B3 Communications won market acceptance for this definition, adding further credibility to Documentum’s position as the market leader.

Over the course of nine quarters, B3 Communications continued its work to position Documentum as a market leader. B3 Communications supported market leadership by aggressively leveraging partners and customers to lend added credibility to Documentum’s story.

Results

Resulting from a focused public relations drive, the media continued to adopt Documentum’s definition of Enterprise Content Management, and Documentum was most often positioned as the market leader versus its competitors.

Over the course of nine quarters, B3 Communications leveraged dozens of product launches, corporate news, as well as customer and partner news to generate more than 4000 articles. B3 Communications continued to communicate Documentum’s market leadership to the media and consistently reiterated key messages. As a result, the B3 team was rewarded with frequent and well-positioned coverage.

Over the course of B3 Communication’s relationship with Documentum, Documentum’s coverage continued its climb to over 1,100 hits a month with executives quoted in business press and top-tier IT press.