Interview with Serena's CMO Rene Bonvanie
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| title: | Interview with Serena's CMO Rene Bonvanie |
| video: | |
| body: | 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. |
Total Rating: +2
I can now see where the forward-thinking approach that led to the Mashup Exchange came from. Rene certainly seems to like to question the norm, and push the boundries of ("disrupt") traditional marketing thinking.