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NetGenesis Corp.NetGenesis Corp., acquired by SPSS in 2001, was a pioneer and leader in e-business intelligence solutions for Internet-enabled enterprises, helping organizations understand, optimize and accelerate their online business.IndustryWith MIT undergrad founders, cool technology, early customer success and venture capital funding, NetGenesis was making all the right moves in the late 1990s to bring the company to the goal line. The missing piece: blasting the message out with great public relations that broke through a barrage of noise about the opportunities in Internet e-business.Schwartz PR StrategyThe game plan: trumpet the company’s innovative technology, approach and success to the media and industry analysts. The Schwartz public relations plan was to demonstrate NetGenesis’ pioneering role in e-business intelligence and, through media and analyst mindshare, further define the market. Schwartz was also charged with “branding” NetGenesis executives as industry luminaries through an aggressive public speaking campaign.ResultsSchwartz and NetGenesis immediately undertook an ambitious “vision tour” to press and analysts, during which NetGenesis executives successfully reintroduced their product and new management team to more than 40 press and analyst outlets.Subsequent product, partnership and customer news from NetGenesis helped Schwartz secure a quantity and quality of trade press unseen by any of NetGenesis’ competitors. Coverage included PC Week, Computerworld, InformationWeek, Business 2.0, CIO, Computer Reseller News, E-Business Advisor, Electronic Commerce World, Network World and dozens of other print and online outlets.With the trade press on board, Schwartz focused the NetGenesis message on the advertising and marketing verticals as well as the business press. E-business intelligence was a hit, and Schwartz scored with such publications as Ad Age, AdWeek, BrandWeek, DM News, Iconocast, Direct and others. Schwartz brought the story to the business press as well, securing mentions in The Wall Street Journal, Red Herring, Fortune, Investor's Business Daily, Dow Jones News Service, CNN Interactive, CNNfn, and CNN broadcast.While media outreach continued on a regular basis, Schwartz tackled the industry analyst and speaking engagement fronts with equal gusto. The PR agency’s analyst relationships combined with crisp messaging about the new e-business intelligence space got NetGenesis in front of more than 15 analyst groups. Ongoing relationships with such firms as Forrester Research, Gartner, META Group, Aberdeen, Yankee Group, IDC, Fastwater, Patricia Seybold Group and others resulted. Schwartz propelled NetGenesis into the trade show circuit and secured more than 20 speaking engagements for company executives, including Internet World, Comdex, Ebusiness World, Networld+Interop and PC Expo.Schwartz helped NetGenesis break through with smart positioning and powerful execution. The public relations agency’s full court press netted over 200 articles and further defined NetGenesis’ leadership position in e-business intelligence. The effects of the PR program were enormous: NetGenesis secured $22 million in venture capital, executed a stellar IPO in 2000 and, ultimately was acquired by SPSS.
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