pitch b2b marketing award 2017 - servicenow
TRANSCRIPT
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© 2017 ServiceNow All Rights Reserved Confidential
ONLINE OFFLINE
HRSECURITYCUSTOMER SERVICE
IT
diversificatie nl
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Uitgangssituatie
2009Market Entry
2014Diversificatie
2015Bedrijfsstructuur
2016Lancering
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Doelstelling Uitdagingen
OplossingOmzet
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
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StrategieInvestering
Buye r s Jou rney Push
“Conten t” Academy
KPI’s $9Million
On & Off l i ne S t r a tegy
$350K
$250K$150K $750K
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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
NOWFORUMAMSTERDAM
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Resultaten ROI
1309%1250%
765%234%IT Serv i ce Management
Human Resource ManagementSecur i t y Inc ident Response Management
Cus tomer Serv i ce Management
+170,209
1.1M1.27
MQL 240%
SQL 222%102%
147%
8© 2017 ServiceNow All Rights Reserved Confidential© 2017 ServiceNow All Rights Reserved Confidential
Thank You!ServiceNow Marketing
Francisca Calkoen
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Questions?
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$3M pipelinedirect
uit NowForum
Voorbeeld On & Offline IT
InfoSecTooling EventService Mngr Dag
(Paid) Social MediaSearch MarketingContent syndic.
Database buysData cleansingData augment.
WebsiteNowForum landing page
3x Webinar
Online Demo sessions
Print mailer
Telemarketing
Lead nurturing
NowForum
In-‐house Workshops
Telemarketing
Lead nurturing
IDC SummitsGartner Itxpo600 minutes Exec IT
Direct Mailer Video Webinar
Gartner ItxpoCIO DAY VP of IT
Service Delivery
NowForum ExecConnect
150 actieve db 120 actieve db 40 registraties25 deelnemers
Doel: 4000 actieve db 2000 actieve db 1500 actieve db 500 registraties300 deelnemers
Director/Manager of IT/IT Services
Doel: 500 actieve db
250 MQL 100 SQL
Executive programma
Director/Manager programma
PR STR
ATEG
IE