As any marketing professional knows, understanding your buyers and their community is a vital first step to success. What are they like? What do they read? Where do they congregate? How do they share knowledge? How do they network with their peers?
ServiceMax is focused on using software to make field services (the millions of people installing, maintaining, and repairing machines in our homes, offices, and hospitals) smarter, more efficient, and more profitable. But in our early days, we learned very quickly that our prospects and customers were deprived of educational resources as well as any type of community. When we realized no community existed, we decided to build one of our own and launched www.thesmartvan.com in 2010 as the first website dedicated to field service professionals.
The site was not meant to promote ServiceMax in any way. Our goal was simply to create a single source of information, education, and sharing for the field service community. We help generate original content on a daily basis about industry trends, case study successes, and technology innovation. We also aggregated other field service-related content from across the web, and we a developed a stable of thought leader contributors.
The site has grown organically, and has become the premier community for field service with close to 50,000 visits per quarter. We are now co-sponsoring SmartVan events offline in various cities. SmartVan remains an unbiased news site, but we leverage this community for our own marketing efforts and it has been an overwhelming success for ServiceMax.