Not long ago I had outlined how being a community manager is like being a parent. I’ve extended the analogy to my startup too. Techrigy was just a toddler when I joined the four others in October 2008. Together we have grown the Techrigy family (staff) and added extended family (customers). Our product, SM2 evolved, and it has been a really exciting 10 months for me filled with learning and much growth!
Last week we announced that our Techrigy family had been adopted (acquired) by Alterian, a company with analytical products for marketers. They intend to bring SM2 into the mainstream. It’s time for SM2 to come of age. Alterian’s three hundred strong has assumed our vision and will take it to the next level!
Before the announcement some of Alterian’s executives joined us at the home office to share their enthusiasm and vision for bringing us into their company. David Eldridge, CEO of Alterian summarized it best by saying that he wants to revolutionize marketing. If you’ve used a social media monitoring tool you know the power of bringing in online conversations and viewing the information in a variety of ways. There’s a learning curve but that’s part of what I enjoy so much about my job! There’s also a sense of unknown being on the leading edge. We’re going down a road that hasn’t been mapped yet!
Friends have asked me a number of questions & it’s easier to answer them here:
1. Will I have to relocate?
No! Alterian is a global company with people living where they live. When I was asked how I felt about travel, I said, “We have airports!”. I didn’t confess to not having iPhone access, but they use Blackberry’s. I am now connected with a global Tour! And I now have lots of motherships to visit.
- Techrigy headquarters will remain in Rochester, NY
- UK offices in Bristol & Newbury (I’m traveling there next week! )
- US office in Chicago – a one flight hop for me (I’ll be there last week of August)
- and they also have other US offices
2. Why did they choose Techrigy?
- similar corporate culture (I love this one! more coming on this topic)
- similar selling geographies & use of partner channels
- similar approach to software innovation
And I must say I am so excited & pleased about the first & third. I’ve written about our culture at Techrigy & my contributions to that. And in the third case I’ve worked closely with customers to evolve SM2 to their needs. So I’m really proud of Techrigy’s being chosen & believe that it underlines the value of having a community manager. I’m also excited to join Alterian as we continue to evolve SM2!
3. Why did Techrigy choose to be acquired by Alterian?
We have built our brand and reputation on our technology & excellent customer service. We see a lot of potential in joining with Alterian’s sales channels & partners. Together we can do more and continue to offer a leading social media monitoring product as well as integrate it with Alterian’s products.
Mike Talbot, CTO at Alterian summarized it in his tweet last week:
4. What will my role be?
I wore a few hats at Techrigy (and no I can’t say that without smiling). My concern in being adopted by a new company was that I would have to ‘sell’ the use of social media. It’s apparent that I shouldn’t have been concerned at all! Everyone is very enthusiastic about getting involved in utilizing SM2 and social media so I have a new challenge of how to transition a B2B company into online engagement. The VP of Marketing has agreed that I can blog this journey, so you’ll get to learn along with us. How’s that for transparency?! I’m impressed that they not only want to lead the revolution in marketing, but also walk the talk. So we’ll do that! Stay tuned …
5. How will this affect our customers?
As mentioned previously, our customers are our number one priority. There are going to be so many benefits! We are already offering more resources:
- http://training.techrigy.com Check out the downloadable workbook! It rocks!!
- Webinars on SM2 starting next week – come see what it’s all about
- Faster evolution of the product to meet customer’s needs
So our Techrigy SM2 is growing up! And I’ll be taking the community building strategy that has been working well at Techrigy and applying it at a corporate level. I always enjoy the challenge of taking things to a new level!
What questions do you have?