ServiceNow Product Marketing

Product Marketing

Jan 5

“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

About ServiceNow

ServiceNow is a Bay Area software company with a cloud-based platform and solutions to deliver digital workflows that create great experiences and unlock productivity for employees and the enterprise. The company specializes in IT services management (ITSM), IT operations management (ITOM), and IT business management (ITBM), allowing users to manage projects, teams, and customer interactions via a variety of apps and plugins.

The need

The Olivine team partnered with ServiceNow to 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 strategy

We helped the ServiceNow team in developing a robust, go-to-market strategy to take their newest product, Lightstep Incident Response, to market.

The project began with a series of intake sessions and discussions to thoroughly understand the brand, the product, and key personas. Our product marketing consultants conducted workshops on:

Brand positioning - to understand why ServiceNow exists and how to best communicate their unique place in the market.
Personas - to identify the goals, pain points, motivations, and daily routines of the target audience for the product.
Jobs to be done - to discover the true pain points of the buyers by defining the situation, motivation, and desired outcomes.
Positioning and messaging - to strategize as a team how to best position the product and craft a compelling message that resonates with the target audience.

Each workshop resulted in a deliverable (either a branded PDF or deck), serving as an internal resource for product, sales, and marketing teams. These workshops also helped the Olivine and ServiceNow team establish strong product marketing foundations and build a successful go-to-market strategy.

Once our team of PMM consultants 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.

The deliverables

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.