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Jeremy frank content marketing now conf_2012_smart_van_case study_day2

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Jeremy Frank, Product Marketing Manager at ServiceMax, will discuss how ServiceMax identified an opportunity to own the field service space online since no real website or publication was the industry …

Jeremy Frank, Product Marketing Manager at ServiceMax, will discuss how ServiceMax identified an opportunity to own the field service space online since no real website or publication was the industry standard. Content Marketing Strategies Conference - May 2012.
http://ContentMarketingNow.com @contentmktgnow

Published in: Business, Technology
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Transcript

  • 1. Jeremy FrankMarketing Manager, ServiceMax @Jeremy_Frank
  • 2. What is Field Service? Hospital* Office*Home* •  MRI* •  EKG* •  Surgical*lighDng* •  HVAC* •  CT*scan* •  Wireless*network* •  Hospital*beds* •  Refrigerator* •  Elevators* •  Defibrillators* •  Furnace* •  A/V*equipment* •  VenDlators* •  Swimming*pool* •  LighDng*fixtures* •  Incubators* •  Dishwasher* •  Water*cooler* •  Microscopes* •  Garage*door* •  Telecom*systems* •  Ultrasound…*
  • 3. Field Service Community (pre-SmartVan)
  • 4. Launching the SmartVan
  • 5. Our GoalTo be THE online resource for all things field service
  • 6. It All Starts With FULL Content • Understand your industry • Talk to the people that are using your products • Get industry people involved • Survey and rethink
  • 7. Content Promotion Newsletter & Syndication
  • 8. Not Just Lead-Gen Customer Lead Service Generation
  • 9. Building Community Sharing Expertise
  • 10. But of Course We Want Leads Too!Email Subscribers Content Retargeting
  • 11. Measuring Success • Traffic: 15% growth per quarter • Email Sign-Ups: 15% growth per quarter • Non Email Leads • Thought leadership
  • 12. Lessons Learned• ABO: Always Be Optimizing• Always a work in progress. Experiment!• Subject lines are REALLY important• Identify entry points to your content and optimize around those• Set yourself up for engagement everywhere
  • 13. What’s Next?• The SmartVan Community• SmartVan 2013 Conference• Behavioral Targeting• The “Bill Simmons” of Field Service
  • 14. Thank You! Jeremy Frank Marketing Manager, ServiceMax @Jeremy_Frank

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