Jeremy FrankMarketing Manager, ServiceMax       @Jeremy_Frank
What is Field Service?                                                Hospital*                       Office*Home*          ...
Field Service Community     (pre-SmartVan)
Launching the  SmartVan
Our GoalTo be THE online resource for    all things field service
It All Starts With FULL         Content  • Understand your    industry  • Talk to the people    that are using your    pro...
Content Promotion            Newsletter &             Syndication
Not Just Lead-Gen  Customer       Lead   Service     Generation
Building Community Sharing Expertise
But of Course We Want      Leads Too!Email Subscribers   Content   Retargeting
Measuring Success  • Traffic: 15% growth per quarter  • Email Sign-Ups: 15% growth per quarter  • Non Email Leads  • Thoug...
Lessons Learned• ABO: Always Be Optimizing• Always a work in progress. Experiment!• Subject lines are REALLY important• Id...
What’s Next?• The SmartVan Community• SmartVan 2013 Conference• Behavioral Targeting• The “Bill Simmons” of Field Service
Thank You!                Jeremy Frank        Marketing Manager, ServiceMax               @Jeremy_Frank
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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 standard. Content Marketing Strategies Conference - May 2012.
http://ContentMarketingNow.com @contentmktgnow

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Jeremy frank content marketing now conf_2012_smart_van_case study_day2

  1. 1. Jeremy FrankMarketing Manager, ServiceMax @Jeremy_Frank
  2. 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. 3. Field Service Community (pre-SmartVan)
  4. 4. Launching the SmartVan
  5. 5. Our GoalTo be THE online resource for all things field service
  6. 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. 7. Content Promotion Newsletter & Syndication
  8. 8. Not Just Lead-Gen Customer Lead Service Generation
  9. 9. Building Community Sharing Expertise
  10. 10. But of Course We Want Leads Too!Email Subscribers Content Retargeting
  11. 11. Measuring Success • Traffic: 15% growth per quarter • Email Sign-Ups: 15% growth per quarter • Non Email Leads • Thought leadership
  12. 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. 13. What’s Next?• The SmartVan Community• SmartVan 2013 Conference• Behavioral Targeting• The “Bill Simmons” of Field Service
  14. 14. Thank You! Jeremy Frank Marketing Manager, ServiceMax @Jeremy_Frank
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