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Bluebeam Software, Pasadena, CA

How to EnterCompany: Bluebeam Software, Pasadena, CA
Company Description: Bluebeam Software makes smart, simple collaboration solutions for paperless workflows based on the PDF format. Bluebeam's award-winning solutions are used today by the world's top architectural, engineering and construction firms, oil and gas companies, manufacturers, as well as government agencies and municipalities for dramatically improved workflow and more sustainable, paperless operations.
Nomination Category: Sales Awards Achievement Categories
Nomination Sub Category: Outbound Marketing Program of the Year

Nomination Title: Collaborate Anywhere with Bluebeam Revu

Tell the story about your organization's outbound marketing program since the beginning of July 2012 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes: TEXT REDACTED FOR PUBLICATION

By mid-2012, Bluebeam® Software had established itself as the leading developer of PDF-based markup and collaboration solutions for the design and construction industry. In fact, Bluebeam’s ability to enable users to collaborate digitally resulted in its solutions being used by 52% of top US design firms, 60% of top US contractors, 33% of top US specialty contractors and 46% of top international design firms (Top 50 firms by revenue, as reported by Engineering News-Record). To maintain this dominance and grow market share, Bluebeam developed a new multi-channel outbound marketing campaign. The goal was to show technical professionals in the architecture, engineering, construction (AEC) and oil and gas industries, as well as the technical community as a whole, that they can collaborate anywhere with Bluebeam’s flagship solution, Revu®, and, most importantly, anything is possible with Bluebeam’s technology.

First, Bluebeam worked with existing customers to tell their success stories. Over the course of the year, Bluebeam partnered with six customers to publish case studies, two customers to share their stories via webinars and five customers to present their case studies at Bluebeam’s power user event, the Bluebeam eXtreme Conference. Bluebeam also shared customer and product news with AEC, oil and gas and tech media.

Bluebeam also created a compelling “Collaborate…Anywhere” campaign. These print, digital, outdoor and pre-roll ads focused on changing the perception of where work takes place. For example, advertisements featured professionals using Bluebeam’s solutions not just in the office, but also on tablets at a secluded tropical beach, in a tunnel under construction, on top of a skyscraper and even in bed. Bluebeam also hit the road to spread its collaboration message at over 25 AEC and oil and gas trade shows.

Finally, Bluebeam used a variety of efforts to generate buzz and excitement for its March 2013 product launch of Revu 11:

-Bluebeam created a microsite, www.Revu11.com, complete with 10 quirky feature-leak videos, which was shared through its email newsletter and social media channels, attracting over 9,600 views in just two-and-a-half months (without paid promotion).

-Bluebeam hosted its “Bring Revu to You Contest,” an event which offered winning firms the opportunity to get an in-person sneak peek at the upcoming product.

-Bluebeam sent a construction-themed direct mail piece consisting of a card with a sneak peek message, t-shirt, measuring tape and Bluebeam logo hard hat sticker and Bluebeam-branded safety glasses to technology influencers at top AEC firms to generate awareness for the new product launch.

-Bluebeam educated customers on its software’s functionality by creating 12 product videos, which resulted in more than 20,000 views (without paid promotion).

With all efforts combined, Bluebeam significantly increased leads and sales.

Bluebeam also achieved industry recognition from several outlets (details in supporting materials):

-Appeared in 32 articles.
-Won 5 awards, including being named to the 2012 Deloitte Technology Fast 500 for an impressive 320% growth rate over the past 5 years.

 

Provide a brief (up to 125 words) biography about the leader(s) of the team that developed and implemented the nominated marketing program:

Bluebeam’s Marketing team is led by two Sr. Managers.

Brian Gates, Sr. Creative Manager leads the design, web and video production teams. Brian has a Bachelor of Arts in Art from California State University Northridge and has been with Bluebeam for ten years.

Karen Tantzen is the Sr. Communications Manager and leads the marketing team’s communications and advertising efforts. Karen has a Bachelor of Arts in Communication from the University of Southern California and has been with Bluebeam for nearly eight years.

Together, Brian and Karen’s teams have secured over fifteen marketing awards, including ten awards from the Public Relations Society of America, Los Angeles Chapter and two B2s from the Business Marketing Association.