Pitch B2B Marketing Award 2017 - ServiceNow

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B2B Marketing Forum

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

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

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

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

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

9
© 2017 ServiceNow All Rights Reserved Confidential
Questions?

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

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Pitch B2B Marketing Award 2017 - ServiceNow

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