WALTHAM, MA: Black Duck Software, maker of management solutions for open source software, is conducting a brand awareness effort to increase its visibility within the tech sector and its reputation as a thought leader.
Black Duck is focusing the effort on reaching business leaders on social media, blog, and trade press outreach, said Peter Vescuso, EVP of marketing and business development at Black Duck. The initiative is also promoting the company as a technology thought leader, he said.
“More and more, we are using Twitter and reaching out and leveraging the blogosphere, and that's a critical part of the whole outreach program,” he said. “It's all b-to-b, and technically, our customers are very savvy. And what we're finding is that we're shifting our emphasis to be almost all online, and we've been getting better results in terms of awareness and lead generation.”
The company is aided by AOR Topaz Partners, which it hired earlier this year.
The initiative features various Web components, including podcasts, social media press releases, industry blog outreach, and public-facing efforts on Facebook and Twitter, said Ann Dalrymple, senior counsel at Topaz. She explained that the brand wants to maintain its awareness levels in the mergers-and-acquisitions industry and in the legal press while gaining in various technology trade areas.
Black Duck selected Topaz after conducting a two-round RFP process that narrowed six agencies down to three finalists, according to Vescuso. Topaz began work on the year-long account in January, he added.
Vescuso added that the company, which previously worked with three agencies, consolidated its roster to only AOR Topaz earlier this year. He declined to name the other agencies, but confirmed that Black Duck had previously employed Schwartz Communications. The account's budget is undisclosed.
Schwartz VP Ross Levanto said the agency declined comment on the matter.