Last week, we sent nearly half of our team – myself, Pank, Jen, and Megan – to the Enterprise 2.0 show in Boston to launch the DoubleDutch Enterprise Suite of mobile, productivity apps.

We decided to go big, as we felt we had a very good product and story, that we had a fresh take on enterprise software, and it seemed that timing was on our side.

How big did we go?

We sponsored the show. We flew four people cross country. We hired an awesome agency to help us with messaging and press outreach. We built a networking iPhone app specifically for the show. We made a video.

As a small company, this was an immense investment for us in time and resources.

Here is how this investment turned out:


We had a great week of press coverage. Here are some of the publications that covered our launch: Wall Street Journal, CMS Wire, CIO Blog, InformationWeek, The Smart Van, Enterprise Irregulars, ReadWriteWeb, VentureBeat, Forbes on Tech, and more.

We also had numerous other briefings with top analysts. Some of the analysts we met at E2.0 were Hyoun Park, Denis Pombriant, Eric Linask, TJ Keitt, Brad Shimmin, and Dan Kelsden.

Customer Leads

While the number of leads we received from the show was in the tens, not hundreds, we found that the caliber of the attendees was superb. Every lead we got was from a decision maker, from small, profitable companies, to some of the largest companies in the world. We got a total of about 25 credible face to face leads at the show, and a bunch more from our press coverage.


In addition to the press and analyst briefings, we also got some great face time with some of the thought leaders in social business software – folks like Maribel Lopez, Sameer Patel, Amy Wilson, Charlie Isaacs, Ross Mayfield, JP Finnell, Matt Tucker, and more. All were open and forthcoming with feedback on our apps.

Talking Shop

In the few minutes of downtime we had, we also got to spend some time with other entrepreneurs working on bringing social software to the enterprise like our friends at Yammer, and folks from companies like Cisco, Podio, Jive, Fuz1on, SAP, IBM, KnowledgeTree, IntrepidLearning, Infosys, and more. Most of the other entrepreneurs and employees we met took the sensible “early days, huge market” approach and were open and friendly about what they were working on.


Overall, we are extremely pleased with the bounce that we got from attending and sponsoring the Enterprise 2.0 show. While it’s conceivable that we could have gotten the same press coverage and made the same contacts without sponsoring the show, it seems unlikely. A booth is a great home base for a product launch, and makes your company findable to anyone with interest (as well as those just passing by).

We are already looking forward to our next big launch, which as luck would have it, lines up nicely with the Santa Clara Enterprise 2.0 show.