Broadbase Software: Getting Closer to the Customer

Life as a global corporate giant gets tougher and tougher. To stay ahead
requires emphasis on cutting-edge technologies. This trend has benefited
tech companies that are leveraging the Net.

One company that Fortune 1000 companies are turning to for help is Broadbase Software (BBSW).
The company develops technologies that help companies get closer to
customers, that is, by analyzing customer buying patterns and then using
this information to enhance marketing efforts. Interestingly enough, many
online companies have no clue who their customers are. Broadbase changes

Before the NASDAQ collapsed, Broadbase was able to raise $250 million in a
secondary offering. Actually, in this secondary offering, none of the
company’s venture capitalists sold their shares. In fact, Broadbase’s VCs
are quite prominent, such as Benchmark Capital.

The company is starting to gain traction. Revenues in the latest quarter
were $6.3 million, which was a 324 percent rise from the same quarter last year and
a 52 percent sequential increase.

The company has been on the acquisitions’ path. One of the targets was
Aperio, which provides high-end consulting services to the Fortune 1000.
Aperio is a deep source of e-marketing knowledge, which can greatly leverage
Broadbase’s software applications.

Another acquisition was for Rubric. The company is a leading developer of
Web applications that deal with such things as customer acquisition and
retention. In other words, this helps companies leverage the valuable
information that is mined with Broadbase’s applications. Part of the deal,
Broadbase picked-up such customers as Cisco and BEA Systems.

Broadbase has also struck key alliances. For example, Hewlett-Packard will
resell Broadbase applications to its worldwide customer base. Or, there is
the alliance with Art Technology Group, which is a developer of
personalization capabilities.

No company can go far unless it has a deep understanding of its customers.
With this, companies can then develop effective marketing campaigns. In the
fast-paced world of global competition, Broadbase is definitely in a great

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