ServiceNow is a cloud-based platform with solutions to deliver digital workflows that create great experiences and unlock productivity for employees and the enterprise.
Software company • B2B SaaS • Public Company, NYSE: NOW • Market Cap: $136B • Built a PLG product and launched it under the recently acquired Lightstep in June 2021
We partnered for 1 year on Positioning & Messaging, Branding, and Sales Enablement
The Need
Launch their newest Incident Response product
The ServiceNow team took this new product opportunity to disrupt themselves and the market using a product-led growth (PLG) initiative. Within the first few months of the engagement, ServiceNow acquired Lightstep, and thus Olivine was tasked to advise and guide the product positioning of this new product under the Lightstep brand, while integrating elements of the ServiceNow identity throughout all launch materials.
“The Olivine team played a crucial role in helping us craft and launch a new brand and website. Despite entering a competitive market, we were able to identify our unique value proposition as a brand and product, and clearly reflect that positioning in our overall marketing strategy. Olivine has been creative, thoughtful, and nimble throughout our partnership.”
TATIANA MOROZOVA
Director of Marketing at ServiceNow
The Deliverables
We helped the ServiceNow team in developing a robust, go-to-market strategy to take their newest product, Lightstep Incident Response, to market. Once our team of expert PMMs crafted the key messages to describe the product’s benefits, we went on to test these messages with the target audience using tools like Wynter and SurveyMonkey. As part of our research, we examined how they felt about the messages, such as whether they were relevant to their wants and needs, how simple they were to comprehend, and whether or not they sounded believable.
Within weeks after testing our messages, we began to deliver all assets and product content needed to deliver a successful announcement plan — both for the beta and GA launch. This ranged from launching a new website, writing ad copy, creating one-pagers and sales decks, drafting email drip campaigns, and even coordinating an early access launch on Product Hunt which resulted in the #3 product of the day.
Hybrid Brand Style Guide
Developed logo, font, colors, and product treatments to present a bridged visual style between ServiceNow & Lightstep.
Website design & copy
Developed site IA, copy, design, and lead flow for hybrid site with Incident Response product on Lighstep website.
Ad creative
Copy and design for aid search, display, native, and social ads.
Personas & Jobs To Be Done
Align on who we’re selling to and what motivates the ideal customer profile to buy to inform all go-to-market efforts.
Event marketing
Booth setup, sponsorship, speaker, and staffing coordination. Produced swag, managed leads, and raffle coordination.
Content marketing
Produced eBooks and blog posts working with thought leaders in the developer tool space.
Positioning & Messaging
Develop how to best position the product and craft a compelling message that resonates with buyers.
Sales Deck & Nurture Campaign
Developed sales deck, talk track, outbound messaging, email nurture campaigns, and competitive briefs to support sales.
Product Launch
Coordinated product announcement launch across Product Hunt, email, social, and online communities.
The Olivine Team
