Chris Kenton recently interviewed Serena's CMO Rene Bonvanie as part of his "What's Happening in Marketing" series.  The resulting YouTube video is worth a watch:  hear Serena's forward-thinking perspectives on social media + community + SaaS, and how they are mixing these ingredients to reinvent their business with innovative marketing and go-to-market strategies.

Rene mentions HiveLive in his interview.  The connection?  Earlier this year, Serena selected HiveLive's LiveConnect Platform to power their customer & partner communities, which they designed and launched in less than a month... screenshots below, visit at http://community.serena.com.



In the community, they are pushing the boundaries of how they connect with their customers and partners with the "Mashup Exchange" -- a marketplace for business mashups created with Serena's new composer tool.  See a recent write-up in BtoB Online for more information.  Also, our recent presentation at the AlwaysOn Summit included a brief vignette with details on how Serena's community works and how they're integrating it with their CRM and Leads Analytics systems.