1. David’s New Rock and Sling How Service-now.com is beating Goliath Matt French and Rhett Glauser – Service-now.com marketing

2. Who is Service-now.com? Two years ago Our Goliath Pick your rocks Exposure The battlefield is leveled Use that sling Rules of engagement Cascading results discussion points

3. Service-now.com Fred set out to be different First customer signed in summer 2005 335 customers (the biggest companies in the world) The Gmail of big business IT service desk software $36 million recurring revenue as of Nov. 2009 130+ employees

4. Service-now.com two years ago Great product, visible CEO, early customer wins Little to no exposure: –collateral –tradeshow footprint –webinar activity –PR –social media Lead generation limited to cold calling and industry events

5. our Goliath Starting from scratch Huge competitors Small team, small budget –Four FTEs –Marketing budget is about 7% of revenue –No marketing Web dev expertise (looking for help) Capital preservation for profitability ($500 scrutinized)

6. pick your rocks We KNOW our industry –competition –buyer –players –events Happy customers – business model keeps them happy –We are a service provider –Champions tell our story for us

7. social media exec briefings website email whitepapers press analysts sales prospecting webinars community industry events regional events list imports wiki online demo topical / demo local user groups sources of exposure

8. the battlefield is leveled Mass media has changed –Print newspapers –Magazines or pamphlets? Marketing is questioned –Who do you trust? –LinkedIn is social media speak for Rolodex –The power of a customer reference –A plug at a trade show Information has been democratized and individualized –One to many is now one to one –This is Web 2.0

9. use that sling Vendor transparency –Community, wiki, forum –Encourage customers and partners Blog – become the source Microblog – keep the drumbeat constant Other social media –Facebook –Linkedin –YouTube –Slideshare Create content, link, tweet, comment, repeat

10. rules of engagement Policies regurgitate common social sensibilities Legitimacy + authenticity = relationships –Identify yourself – stranger danger –Be respectful –Add value –Stay relevant –Listen to the market –Permanency can be good and bad

11. cascading results Multi-channel marketing and exposure programs Triple-digit page view increase Triple-digit lead gen creation Triple-digit revenue growth

13. FY1008070609 market redefined ITSM provider leading standard ITSM orchestrate $1.8M $8.8M $13.9M $28M Current FY goal = $50M+ customers solid product entrance market