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Servicemax Triples Leads and Increases Engagement with AI
Technology Category
- Analytics & Modeling - Predictive Analytics
- Application Infrastructure & Middleware - API Integration & Management
- Functional Applications - Remote Monitoring & Control Systems
Applicable Industries
- Professional Service
- Software
Applicable Functions
- Sales & Marketing
- Business Operation
Services
- Cloud Planning, Design & Implementation Services
- System Integration
The Challenge
The ServiceMax marketing team was faced with the challenge of providing a more tailored and personalized web experience for its visitors, while increasing form submissions. They aimed to decrease bounce rates and increase time on site for a specific group of targeted accounts. ServiceMax serves a wide and diverse client and prospect base, and with a small marketing team there just wasn’t enough bandwidth to manually create all the necessary personalization rules. ServiceMax needed to ensure it had enough reliable data to determine what content was relevant to specific visitors to drive engagement and ultimately conversions on their website.
About The Customer
ServiceMax is the only complete field service software solution helping companies of all sizes manage contracts, scheduling, and parts, while also providing solutions for social, portals, and analytics — all delivered in the cloud to any mobile device. The company serves a wide and diverse client and prospect base, ranging from small businesses to large enterprises. With a small marketing team, ServiceMax needed to find efficient ways to manage and personalize their web experience to cater to their varied audience. Their goal was to enhance user engagement and increase conversions through a more personalized approach.
The Solution
ServiceMax first implemented the Demandbase Forms solution that shortened the number of fields per form while still collecting critical firmographic data on the backend. By doing this, the company was able to capture key information from site visitors such as annual revenue, number of employees and company name and push it directly into their marketing automation system without asking the visitor for this data. Next, ServiceMax implemented Demandbase Site Optimization, powered by artificial intelligence (AI). Site Optimization allowed ServiceMax to go beyond the handful of personalization rules they already had in place to automatically recommend relevant content to each and every site visitor based on AI-powered insights. To measure against their goals, ServiceMax also leveraged Demandbase Analytics. With Analytics, they could understand traffic trends, bounce rates, conversion rates and other critical website metrics by account – even for anonymous visitors – based on IP address.
Operational Impact
Quantitative Benefit
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