David’s New Rock and Sling How Service-now.com is beating Goliath Matt French and Rhett Glauser...

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David’s New Rock and Sling How Service-now.com is beating Goliath Matt French and Rhett Glauser – Service-now.com marketing

Transcript of David’s New Rock and Sling How Service-now.com is beating Goliath Matt French and Rhett Glauser...

Page 1: David’s New Rock and Sling How Service-now.com is beating Goliath Matt French and Rhett Glauser – Service-now.com marketing.

David’s New Rock and SlingHow Service-now.com is beating Goliath

Matt French and Rhett Glauser – Service-now.com marketing

Page 2: David’s New Rock and Sling How Service-now.com is beating Goliath Matt French and Rhett Glauser – Service-now.com marketing.

• Who is Service-now.com?

• Two years ago

• Our Goliath

• Pick your rocks

• Exposure

• The battlefield is leveled

• Use that sling

• Rules of engagement

• Cascading results

discussion points

Page 3: David’s New Rock and Sling How Service-now.com is beating Goliath Matt French and Rhett Glauser – Service-now.com marketing.

Service-now.com

• Fred set out to be different

• First customer signed in summer 2005

• 335 customers (the biggest companies in the world)

• The Gmail of big business IT service desk software

• $36 million recurring revenue as of Nov. 2009

• 130+ employees

Page 4: David’s New Rock and Sling How Service-now.com is beating Goliath Matt French and Rhett Glauser – Service-now.com marketing.

Service-now.com two years ago

• Great product, visible CEO, early customer wins

• Little to no exposure:

– collateral

– tradeshow footprint

– webinar activity

– PR

– social media

• Lead generation limited to cold calling and industry events

Page 5: David’s New Rock and Sling How Service-now.com is beating Goliath Matt French and Rhett Glauser – Service-now.com marketing.

our Goliath

• Starting from scratch

• Huge competitors

• Small team, small budget

– Four FTEs

– Marketing budget is about 7% of revenue

– No marketing Web dev expertise (looking for help)

• Capital preservation for profitability ($500 scrutinized)

Page 6: David’s New Rock and Sling How Service-now.com is beating Goliath Matt French and Rhett Glauser – Service-now.com marketing.

pick your rocks

• We KNOW our industry

– competition

– buyer

– players

– events

• Happy customers – business model keeps them happy

– We are a service provider

– Champions tell our story for us

Page 7: David’s New Rock and Sling How Service-now.com is beating Goliath Matt French and Rhett Glauser – Service-now.com marketing.

social media

execbriefings

website

emailwhitepapers

press

analysts

salesprospecting

webinars

community

industryevents

regionalevents

list imports

wiki

onlinedemo

topical / demo

local user groups

sources of exposure

Page 8: David’s New Rock and Sling How Service-now.com is beating Goliath Matt French and Rhett Glauser – Service-now.com marketing.

the battlefield is leveled• Mass media has changed

– Print newspapers

– Magazines or pamphlets?

• Marketing is questioned

– Who do you trust?

– LinkedIn is social media speak for Rolodex

– The power of a customer reference

– A plug at a trade show

• Information has been democratized and individualized

– One to many is now one to one

– This is Web 2.0

Page 9: David’s New Rock and Sling How Service-now.com is beating Goliath Matt French and Rhett Glauser – Service-now.com marketing.

use that sling• Vendor transparency

– Community, wiki, forum

– Encourage customers and partners

• Blog – become the source

• Microblog – keep the drumbeat constant

• Other social media

– Facebook

– Linkedin

– YouTube

– Slideshare

• Create content, link, tweet, comment, repeat

Page 10: David’s New Rock and Sling How Service-now.com is beating Goliath Matt French and Rhett Glauser – Service-now.com marketing.

rules of engagement

• Policies regurgitate common social sensibilities

• Legitimacy + authenticity = relationships

– Identify yourself – stranger danger

– Be respectful

– Add value

– Stay relevant

– Listen to the market

– Permanency can be good and bad

Page 11: David’s New Rock and Sling How Service-now.com is beating Goliath Matt French and Rhett Glauser – Service-now.com marketing.

cascading results

• Multi-channel marketing and exposure programs

• Triple-digit page view increase

• Triple-digit lead gen creation

• Triple-digit revenue growth

Page 12: David’s New Rock and Sling How Service-now.com is beating Goliath Matt French and Rhett Glauser – Service-now.com marketing.

Q3 ‘08 Q4 ‘08 Q1 '09 Q2 ‘09 Q3 ‘09 Q4 ‘09 0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

Unique visitors

Q3 ‘08 Q4 ‘08 Q1 '09 Q2 ‘09 Q3 ‘09 Q4 ‘09 38%

40%

42%

44%

46%

48%

50%

52%

54%

Bounce Rate

Q3 ‘08 Q4 ‘08 Q1 '09 Q2 ‘09 Q3 ‘09 Q4 ‘09 0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

Visits

Q3 ‘08 Q4 ‘08 Q1 '09 Q2 ‘09 Q3 ‘09 Q4 ‘09 0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

Page Views

Q3 ‘08 Q4 ‘08 Q1 '09 Q2 ‘09 Q3 ‘09 Q4 ‘09 0

0.51

1.52

2.53

3.54

4.5

Pages/Visit

Q3 ‘08 Q4 ‘08 Q1 '09 Q2 ‘09 Q3 ‘09 Q4 ‘09 0

50

100

150

200

250

300

Avg Time on Site

Page 13: David’s New Rock and Sling How Service-now.com is beating Goliath Matt French and Rhett Glauser – Service-now.com marketing.

FY 10080706 09marketmarketredefinedredefined

ITSM providerITSM providerleadingleading

standardstandardITSMITSM

ITSMITSMorchestrateorchestrate

financial strength

•$28M annual recurring revenue

•105% growth over FY 2008

•$90M in contracts signed since July 2005

•Cash-flow positive for two years

$1.8M

$8.8M

$13.9M

$28M

Current FY goal = $50M+

customerscustomerssolid productsolid product

entranceentrancemarketmarket

Page 14: David’s New Rock and Sling How Service-now.com is beating Goliath Matt French and Rhett Glauser – Service-now.com marketing.