In early 2017, the ServiceMax marketing team was faced with a daunting challenge: aggressive pipeline goals and a fixed budget. In this session, Pat Oldenburg will share his learnings and insights around leveraging artificial intelligence (AI) and real-time intent to see out-of-this-world results. From identifying the right accounts to personalizing the web experience for each visitor, you’ll hear how AI helped the ServiceMax strategy take ff.

1. Confidential. Not to be copied, distributed, or reproduced without prior approval.
The Platform for Field Service
April 12, 2018
AI and ABM Supercharges Pipeline
Growth for ServiceMax
Pat Oldenburg
Sr. Director, Digital Marketing and Operations

2. Confidential. Not to be copied, distributed, or reproduced without prior approval.
• The leader in Field Service Management
• 100% cloud-based; built on
Salesforce App Cloud
• 400+ customers in 40 countries
• Comprehensive product suite
ServiceMax: We are
Field Born, Field Tested
• Ecosystem of technology partners & SIs
• 150 million assets managed
• 2.5+ million mobile syncs each day
• Used at 30 million locations
The premier field service software solution

3. Confidential. Not to be copied, distributed, or reproduced without prior approval. April 12, 2018Presentation Title 3

4. Confidential. Not to be copied, distributed, or reproduced without prior approval.
A COMMON SITUATION
INCREASED TARGETS
FOR SALES BOOKINGS
FLAT BUDGET
HC AND PROGRAMS
REFINED STRATEGY
ENTERPRISE ACCOUNTS

5. Confidential. Not to be copied, distributed, or reproduced without prior approval.
REVISED STRATEGY
Drive Awareness | Source New Pipeline | Nurture Customers
ALIGNING MARKETING EFFORTS
CONVERSION
OPTIMIZATION
REPORTING
ABILITY
EFFICIENT
OPERATIONS
TARGET
ACCOUNTS

6. Confidential. Not to be copied, distributed, or reproduced without prior approval.
Focus on Finite Set of Accounts
April 12, 2018 6

7. Confidential. Not to be copied, distributed, or reproduced without prior approval.
ADDRESSABLE MARKET & RESOURCE
PLANNING
April 12, 2018 7
• Start with TAM
• Break out into core industries
and conduct market sizing
• Partner with Sales Ops on top-
down and bottom up planning
Source: Gartner, 2016 data (published April 2017)
Banking &
Securities
12%
Communications,
Media & Services
19%
Education
3%
Government
11%
Healthcare
Providers
6%
Home
0%
Insurance
5%
Manufacturing &
Natural Resources
25%
Retail
7%
Transportation
4%
Utilities
6%
Wholesale Trade
2%
10.1%
3.3%
12.8%
6.3%
7.7%
10.0%
-1.4%
15.6%
-0.3%
10.2%
Eastern Europe
Latin America
North America
Western Europe
GreaterChina
Middle East and North
Africa
Eurasia
Mature Asia/Pacific
Sub-Saharan Africa
Emerging Asia/Pacific
Geographic
Growth Rate
Vertical
Segmentation

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NAMED ACCOUNT NOMINATIONS
April 12, 2018 8
Identifying the highest-value
accounts
• Enterprise customer accounts
• Existing pipeline
• Sales nomination
• +Top-tier intent accounts

9. Confidential. Not to be copied, distributed, or reproduced without prior approval.
ACCOUNT SELECTION SETUP
2. 3.1.
Buyer Identification Buyer Interests Customer Base
üCommon phrases
üServiceMax features
üField service terminology
üTitles
üJob functions
üIndustry roles
üIdeal profile
üFirmographic match
7
Simple, Collaborative Process

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ACCOUNT SELECTION OUTPUT
April 12, 2018 10
• Stack-ranked accounts
• Related products
• On-site engagement
• Off-site intent

11. Confidential. Not to be copied, distributed, or reproduced without prior approval.
INITIAL CLEANUP- LEAD TO ACCOUNT MATCH
April 12, 2018 11
• Tag existing leads to target
accounts
• Bulk-convert leads to contacts
for customers
• Workflow for future leads
Accounts
Associated
Contacts
Related
Leads

12. Confidential. Not to be copied, distributed, or reproduced without prior approval.
INITIAL CLEANUP- FILLING OUT ACCOUNTS
April 12, 2018 12
• Partner with ISR team to
prospect and build accounts
CFO CIODir Ops Dir FS Dir IT
Accounts
Associated
Contacts
Related
Leads
Dir Services

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Improve Operational Efficiency
April 12, 2018 13

14. Confidential. Not to be copied, distributed, or reproduced without prior approval.
ROUTING STRATEGY
• Does an Account exist?
• Type of Account?
• Is there an active opportunity?
• Does it match with a target
account?
• Assign to Account /
Opportunity owner or Round
Robin based on above criteria
Business Logic Descriptors

15. Confidential. Not to be copied, distributed, or reproduced without prior approval.
LEAD SCORING ADJUSTMENTS
April 12, 2018 15
• Demographic/Firmographics
• Number of Field Technicians
• Number of Company Employees
• Job Functions
• Industry/SIC
• Annual Revenue
• Named Account Activity
• Engagement
• Nurture Emails
• Website
• Webinars
• Events & Tradeshows

16. Confidential. Not to be copied, distributed, or reproduced without prior approval.
REAL-TIME SALES NOTIFICATIONS
April 12, 2018 16
• Interesting moments created
for named accounts
• Sends to ISR and AE for all
known visits

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Optimize Funnel Conversion
April 12, 2018 17

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DIGITAL MARKETING FUNNEL
Interact with users at each step
of the customer journey
• Brand awareness initiatives
increase visibility and drive
new users to the site
• Nurturing efforts generate
awareness with an audience
that has initial product
awareness
• Build brand loyalty
• Closing channels are most
likely to convert and have likely
had multiple touch points with
the brand

19. Confidential. Not to be copied, distributed, or reproduced without prior approval.
ACCOUNT BASED ADVERTISING
April 12, 2018 19
• Programmatic Display
• Stage-Progression
• Personalized Display

20. Confidential. Not to be copied, distributed, or reproduced without prior approval.
INDUSTRY-BASED SEGMENTATION
April 12, 2018 20
• Pre-opportunity & stage
progression focus
• Industry specific landing
page to increase conversion
rates

21. Confidential. Not to be copied, distributed, or reproduced without prior approval.
PERSONALIZED DISPLAY ADS
April 12, 2018 21
• 377% improved click-thru rate over standard display
• Top 5 accounts per region
• A/B testing creative / CTA

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Based on SIC & NAICS
Anonymous/known traffic
Industry value statement
Customized content
Relevant use cases
KEY INDUSTRY PERSONALIZATION
April 12, 2018 22
1
2
3
4

23. Confidential. Not to be copied, distributed, or reproduced without prior approval. April 12, 2018 23
KEY INDUSTRY PERSONALIZATION

24. Confidential. Not to be copied, distributed, or reproduced without prior approval. April 12, 2018 24
• Machine-learning engine based on:
• Unique Visitors Web Behavior:
Historical traffic and user
behavior (last visit date, frequency,
bounce rate, time period, etc.)
• Company Data:
Account, industry, location, size, and
40+ firmographics
• Business Internet:
What sites/content your accounts
are consuming on other websites
ALGORITHM-BASED CONTENT RECOMMENDATIONS

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Results
April 12, 2018 25

26. Confidential. Not to be copied, distributed, or reproduced without prior approval.#OpsStars
HIGHER PRODUCTIVITY
+2,800
LEADS
Matched and mapped to existing
accounts in Salesforce in a single
batch action
SAVED 334-779 HOURS IN MANUAL ROUTING OF LEADS
Reps never get leads
that belong to someone
else’s account
Reduction in
manual research on
lead information

27. Confidential. Not to be copied, distributed, or reproduced without prior approval.
ACCOUNT
ENGAGEMENT
Pipeline sourced from
website channel
FY17 / FY16+61%

28. Confidential. Not to be copied, distributed, or reproduced without prior approval.
WEBSITE
CONVERSION
RATE
When users interact
with AI-based content
FY17 / FY16
+266%

29. Confidential. Not to be copied, distributed, or reproduced without prior approval.
MARKETING-
SOURCED
PIPELINE
Last-touch attribution
FY17 / FY16
+200%

30. Confidential. Not to be copied, distributed, or reproduced without prior approval. April 12, 2018 30
AND…
INCREASED BOOKINGS
TARGETS!