New Owner, New Product: Regaining Customer Trust Post-Acquisition

About TIBCO Analytics

Jaspersoft, acquired in 2014 by infrastructure giant TIBCO, is a leader in the embedded business intelligence (BI) market. The company’s enterprise platform for embedding reporting and analytic tools into applications and business processes empowers millions of people to make better decisions, faster.

The Challenge

As a result of the corporate acquisition, many in the industry wondered whether planned Jaspersoft offerings would be shelved or new Jaspersoft products delayed. TIBCO Analytics needed to quickly recapture the attention of application developers and the business intelligence influencers so that competitors wouldn’t make any inroads. Given the successful launch of Jaspersoft’s Visualize.js platform in June 2014, TIBCO Analytics asked Sterling to lead the December launch of its updated BI platform, called Jaspersoft 6.0.

The Strategy 

Sterling employed a strategic mix of integrated marketing tactics — including message development, proactive media relations, social media channel seeding, and video production — to raise the visibility and influencer awareness of the new TIBCO Analytics platform.

  • Messaging: Sterling led the process to distill top-level messages into a compelling business story for developer and IT audiences, relaying the business benefits, backed up by the technical details.
  • Media Relations: Prior to the launch, Sterling orchestrated in-depth interviews with a mix of trades and business press, including Database Trends & Applications, Forbes, eWeek, and ZDnet.
  • Video Production: Sterling outlined, shot, and produced an video to provide rich media for the launch. Keeping the developer audience in mind, the video provided a deep description of the updated product offering, as well as the business benefits of the platform. Sterling suggested that the video be leveraged internationally, so it was translated into French, German, and Italian immediately after completion for use in EMEA.
  • Social Media Outreach: Sterling provided the content, monitoring services, and active influencer engagement for this launch across all relevant social media channels.

The Results

Sterling’s guidance and outreach around the new platform resulted in numerous feature placements, including eWeek, Forbes, ZDnet, DestinationCRM, and Database Trends & Applications. These articles consistently and accurately conveyed the updated messaging developed by Sterling and Jaspersoft, and properly communicated the business benefits to both software developers and Big Data influencers.
The video Sterling produced was well received by both press and the general public, and widely shared online via social media. The Jaspersoft 6.0 launch proved more successful than announcements from TIBCO Analytics’ competitors in the Big Data market — and as far as we’re concerned, that’s a very good thing!