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Servicemax Triples Leads and Increases Engagement with AI
技术
- 分析与建模 - 预测分析
- 应用基础设施与中间件 - API 集成与管理
- 功能应用 - 远程监控系统
适用行业
- Professional Service
- Software
适用功能
- 销售与市场营销
- 商业运营
服务
- 云规划/设计/实施服务
- 系统集成
挑战
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.
关于客户
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.
解决方案
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.
运营影响
数量效益
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