ServiceMax engages active decision makers on LinkedIn with smart targeting tactics Location: Pleasanton, CA | Employ ees: 500+ | Industry: Information T echnology & Services Challenge Solution • There is no single buyer persona. This is a reality faced by B2B organizations everywhere, including ServiceMax, which provides asset-centric field service management for manufacturers and service providers of high-value, complex equipment. With buying committees becoming more complex and diverse, marketing strategies must do the same, even in highly focused verticals. • “There’s a bunch of different personas we need to cover individually to make sure we get the full scope of the deal,” says Trey Buchanan, Senior Manager at ServiceMax’s agency Metric Theory. “One person i

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