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Eiler Success Stories

Cerebyte, Inc.

Client Background

Cerebyte was a leader in defining and extending the knowledge management market. By providing powerful software technology that allows companies to secure expertise from all areas, Cerebyte has actualized an innovative approach to advancing a company’s intellectual capital. Cerebyte’s progressive software accumulates the knowledge and ability of a company, stores it in an archive and commercializes its best practices, allowing a company to generate new revenues, extend its brand identity, increase productivity and reinforce its market leadership. With direct sales to over 100 companies, including Hewlett-Packard and Tektronix, Cerebyte has been afforded growing market validation of its revolutionary approach to utilizing a company’s knowledge resources.

Situation

William Seidman, founder and CEO, first considered the idea of knowledge management software as a thesis for the Stanford Graduate School of Business. He actualized the idea when he took project management software and turned it into the next generation of knowledge management software. His innovation came at a time when knowledge management software was just beginning to emerge. Intellectual capital was not well understood by media, analysts or potential customers. The software enables a company to keep, store, buy or sell its knowledge and decision making capabilities. Cerebyte needed to increase awareness of the concept and gain support of experts in order to create a demand with potential customers and generate sales.

Strategy

Eiler realized the need for recognition and support from the technology analyst community. Once we had gained that, we could take it to the knowledge management and software media to create credibility and visibility for Cerebyte’s business strategy, technology and product offerings.

Tactics

Eiler created an aggressive analysts relations campaign targeting technology analysts to communicate the success of Cerebyte’s intellectual capital management (ICM) in furthering the potential of the knowledge management category. After receiving analyst support, we needed to reach the knowledge management and software media. Eiler identified key media and pitched Cerebyte’s success, garnering interest from many. The interest lead to several interviews with Cerebyte’s CEO by important industry publications read by potential customers.

Results

Cerebyte’s analyst tour was a success and it received recognition from several firms. IDC in particular was an early advocate for ICM and distinguished Cerebyte as a leader in ICM software. Several service companies partnered with Cerebyte by customizing the software to best suit its needs. The resulting increased sales led to more media coverage in such publications as Electronic Business and The Business Journal, and greatly expanded business opportunities for Cerebyte as its product offerings came to the market.