Turner DeVaughn / Benchmark

Interwoven

160 East Tasman Drive
San Jose, CA 95134
Phone: (408) 774-2000
http://www.interwoven.com/

Insights

Interwoven offers technology that brings content to web sites. For example, Interwoven Live Site enables dynamic Web content delivery. The site suggests the capability of engaging "your customers in a dialogue and extend your brand content to other sites with out-of-the-box Web 2.0 capabilities such as blogs and RSS."

One cannot talk to other customers who use it, unless you are developer who is familiar with the product already. For example, Interwoven DevNet is said to consolidate the domain expertise of the content management community, such as web architects, web managers, and IT decision-makers. Given the fact that it is focused on technical issues, it doesn't focus on Interwoven's value proposition, or make it easy for prospects to convert to customers.

Case studies do a better job at providing insights and suggestions to prospects. The Aon case study actually offers "Customer's Implementation Advice," such as "Take incremental approach: focus first on an architecture and design that can be replicated to minimize costs; define content contribution system before replicating overseas." The customer also recommends to prospects that they "consider the hidden costs associated with maintaining separate initiatives. In addition to the obvious hardware and support costs, dissimilar navigation and branding will hinder the customer experience and ultimately hurt sales." This is an excellent way to provide value for prospects in during their buying cycle. Yet, it does not go as far as it could by creating an exchange between customers, prospects and Interwoven.