Simply Successful: Developing the TIBCO Jaspersoft Story

About TIBCO Jaspersoft

Jaspersoft, recently acquired by infrastructure giant TIBCO, is a leader in the embedded business intelligence market. The company’s platform for embedding reporting and analytics into apps and business processes empowers millions of people every day to make better decisions faster.

The Challenge

Sterling Communications was tapped to launch version 5.6 of its platform, which includes new Big Data capabilities, as well as a new product called Visualize.js that uses a JavaScript framework for embedding analytics into applications without the constraints of an iFrame. Success for this launch required breaking through the noise to reach different target audiences: developers, the traditional business intelligence (BI) community, and IT decision makers.

The Strategy 

Sterling utilized a mix of its integrated marketing capabilities — messaging, media and analyst relations, video product, and social media outreach — to achieve broad awareness among the developer and IT community of Jaspersoft 5.6 and Visualize.js.

  • Messaging: Sterling worked with Jaspersoft to create compelling messages that would successfully convey both the top-level business benefits of this release as well as the technical details to the developer and IT audiences.
  • Media and Analyst Relations: In advance for this launch, Sterling helped get the message out by connecting Jaspersoft’s spokespeople with key influencers from the media and analyst community including analysts from Forrester, Gartner, IDC and 451 , and media from CIO, Software Development Times, Applications Development trends, and more.
  • Video Production: Sterling created three different videos for this launch. One provided description of the Visualize.js product offering, another featured an early case study from Triumph Learning, and the third was a fun “super cut” video that incorporated clips from movies that featured quotes highlighting key themes of the Visualize.js product: Simplicity, Power and Control.
  • Social Media Outreach: Sterling also provided content, monitoring and engagement for Jaspersoft’s social media channels.

The Results

As a result of Sterling’s efforts around the new product launch, Jaspersoft was heavily featured in more than a dozen targeted publications including: Application Development Trends, CIO Magazine, Dr. Dobb’s, Software Development Times, and SiliconANGLE. These articles were consistent with the messaging developed by Sterling and Jaspersoft, and highlighted both the Big Data capabilities and benefits to software developers from the new Visualize.js platform. The videos produced by Sterling were highlighted in several articles, embedded in the Jaspersoft homepage, and featured in the online developer community and social media platforms. Overall, the result of Sterling’s campaigns greatly exceeded the client’s expectations, and far outpaced similar announcements from competing software providers.