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How to Impress Conservative Fortune 100 Business Prospects by Allying With Academia SUMMARY: Are you in charge of demand generation campaigns targeting top execs at very big companies? This Case Study is for you. Learn how a previously little-known software company became a trusted and admired brand in a couple of short years. The trick? Alliances with nuts-and-bolts professors in America's heartland. Includes creative samples, and tips on partnering with academics: CHALLENGE Executives at giant manufacturing companies in the Fortune 100 are exceptionally careful when they pick new enterprise software. Part of it's due to the industry having been burned during the gung-ho days of the not too distant past. "People were a little embarrassed stuff didn't live up to hype," explains Glen Margolis, who founded Steelwedge Software five years ago to provide more reliable alternatives. His problem -- how do you gain the trust of conservative prospects in huge companies, es