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

1. Jeremy Frank
Marketing 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 Goal
To 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