David’s New Rock and SlingHow 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
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
social media
execbriefings
website
emailwhitepapers
press
analysts
salesprospecting
webinars
community
industryevents
regionalevents
list imports
wiki
onlinedemo
topical / demo
local user groups
sources of exposure
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
– 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
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
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
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