Strong Brand and Strategic Advertising Help Software Maker Grow Business

For years San Francisco-based Zendesk Inc. relied on word of mouth to attract new buyers of its software, which tracks what customers say about businesses. It knew it needed to step up its marketing strategy if it wanted to extend its reach and grow business. Being a darling of software developers who like cool applications wasn't enough. Zendesk needed to catch the eye of business decision makers.

Thanks to a strong brand name and logo and strategic online advertising, the company is achieving that. It is rising above the noise of the many competitors offering similar software and has seen the number of trial downloads, required before any purchase, increase 11%-12%. "We are clearly in the black," says Jacob Meltzer, online marketing manager at the company.

Read the complete case study to learn how the company did it.