De campagne van ServiceNow is genomineerd voor de B2B Marketing Award 2017. Bekijk hier hun pitch

1. 1
© 2017 ServiceNow All Rights Reserved Confidential© 2017 ServiceNow All Rights Reserved Confidential
Diversificatie Strategie
Francisca Calkoen – Field Marketing Manager Benelux
ServiceNow Nederland 2016
Kees Henniphof – Director Marketing Campaigns & Events EMEA

2. 2
© 2017 ServiceNow All Rights Reserved Confidential
ONLINE OFFLINE
HRSECURITYCUSTOMER SERVICE
IT
diversificatie nl

3. 3
© 2017 ServiceNow All Rights Reserved Confidential
Uitgangssituatie
2009
Market Entry
2014
Diversificatie
2015
Bedrijfsstructuur
2016
Lancering

4. 4
© 2017 ServiceNow All Rights Reserved Confidential
Doelstelling Uitdagingen
Oplossing
Omzet
Net New ACV
x $1,000
∆ %
t.o.v. 2015
# MQL #SAL # SQL
IT Service
Management
(ITSM)
$5M +35% 2132 597 209
Security
Operations
Management
(SecOps)
$2M N/A* 577 162 57
Customer
Service
Management
(CSM)
$800k N/A* 250 70 25
HR Service
Management
(HR)
$1,2M +100% 450 126 44
Totaal $9M +35% 3409 955 335
* Geïntroduceerd 2016-Q2
* Geïntroduceerd 2016-Q2

5. 5
© 2017 ServiceNow All Rights Reserved Confidential
Strategie
Investering
Buyers
Journey Push
“Content”
Academy
KPI’s $9Million
On & Offline
Strategy
$350K
$250K$150K
$750K

6. 6
© 2017 ServiceNow All Rights Reserved Confidential
On & Offline Strategie
IT
#1
IT
#2
SecOps
#1
SecOps
#2
CSM
#1
CSM
#2
HR
#1
HR
#2
DOELGROEPEN TOUCH
1 TOUCH
2 TOUCH
3 TOUCH
4 TOUCH
5
NOWFORUM
AMSTERDAM

7. 7
© 2017 ServiceNow All Rights Reserved Confidential
Resultaten ROI
1309%
1250%
765%
234%IT Service Management
Human Resource Management
Security Incident Response Management
Customer Service Management
+170,209
1.1M
1.27
MQL 240%
SQL 222%
102%
147%

8. 8
© 2017 ServiceNow All Rights Reserved Confidential© 2017 ServiceNow All Rights Reserved Confidential
Thank You!ServiceNow Marketing
francisca.calkoen@servicenow.com
Francisca Calkoen

9. 9
© 2017 ServiceNow All Rights Reserved Confidential
Questions?

10. 10
© 2017 ServiceNow All Rights Reserved Confidential
$3M
pipeline
direct
uit
NowForum
Voorbeeld On & Offline IT
InfoSec
Tooling
Event
Service
Mngr
Dag
(Paid)
Social
Media
Search
Marketing
Content
syndic.
Database
buys
Data
cleansing
Data
augment.
Website
NowForum
landing
page
3x
Webinar
Online
Demo
sessions
Print
mailer
Telemarketing
Lead
nurturing
NowForum
In-­‐house
Workshops
Telemarketing
Lead
nurturing
IDC
Summits
Gartner
Itxpo
600
minutes
Exec
IT
Direct
Mailer
Video
Webinar
Gartner
Itxpo
CIO
DAY VP
of
IT
Service
Delivery
NowForum
ExecConnect
150
actieve db 120
actieve db
40
registraties
25
deelnemers
Doel:
4000
actieve db 2000
actieve db 1500
actieve db
500
registraties
300
deelnemers
Director/Manager
of
IT/IT
Services
Doel:
500
actieve db
250
MQL
100
SQL
Executive
programma
Director/Manager
programma
PR
STRATEGIE