I found this quite refreshing on TechCrunch:

Benchmark partner Bill Gurley wrote an interesting note about the acquisition today, revealing that the firm didn’t even announce Benchmark’s funding of the company, which he says is unprecedented.The Demandforce team always felt that the attention should be focused on the customer rather than the company., he writes.

Demandforce focuses on local professional businesses and has chosen to keep an intentionally low profile – a strategy that has served them well, Gurley explains.

Keeping a low profile (in the business media – not your customers media) is an approach that I like. There is just something about it that appeals to me, it feels like Demandforce is all about substance rather than hype, titles or celebrity. However, in practice I see great value in people knowing who you are – that is keeping a high profile (the more people that know who you are, the greater your exposure to new opportunities).

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Scott Middleton
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