Tech America Boot Camp Service Now Dec. 3 2009

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

discussion points
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

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

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

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)

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

sources of exposure
whitepapers
analysts
social media
email
press
sales
prospecting
website
webinars
topical / demo
list imports
online
demo
community
regional
events
industry
events
wiki
exec
briefings
local user groups

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

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

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

cascading results
Multi-channel marketing and exposure programs
Triple-digit page view increase
Triple-digit lead gen creation
Triple-digit revenue growth

Current FY goal = $50M+
financial strength
$28M annual recurring revenue
105% growth over FY 2008
$90M in contracts signed since July 2005
Cash-flow positive for two years
$28M
$13.9M
$8.8M
$1.8M
FY
10
08
07
06
09
solid product
market
customers
entrance
redefined
leading
ITSM
orchestrate
standard
market
ITSM provider
ITSM

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Tech America Boot Camp Service Now Dec. 3 2009

by Resonnect on Dec 17, 2009

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Tech America Boot Camp Service Now Dec. 3 2009 — Presentation Transcript