The dangers of a soft launch aka when TechCrunch pimps you
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In my defense; it's already too late. The world knows about it. Here's the danger of a soft launch - a blog capable of driving server crushing amounts of traffic might also mention you. Enter TechCrunch.
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I think HubSpot are doing great things with their own brand awareness through Grader.
I might worry how the service makes money but I will say there is a HUGE advantage in owning the metrics by which you calculate success. I wonder if any agencies are actively engaged in improving a site, Twitter or Facebook profile on Grader.