featured brands: SERVICEMAX | INSIDEVIEW | HPSHOPPING.COM
servicemax:
Scaling a
Brand from
$10M to $150M
ServiceMax is a SAAS company that provides comprehensive service-software for industries ranging from HVAC to heavy manufacturing. Any company with machines that need service is a potential ServiceMax customer.
The Challenge:
ServiceMax, a field service management platform, needed a strong and consistent brand identity to support rapid growth and prepare for acquisition.
My Approach:
Revamped the brand’s visual identity and messaging to align with enterprise audiences.
Designed high-impact creative assets for marketing campaigns and sales enablement.
Led the creative strategy for demand-generation initiatives to drive pipeline success.
Scaled a small 2 person team to an 8 person mix of employees/contractors and external agencies to meet growing demands.
The Results:
Brand valuation grew from $10M to $150M.
ServiceMax acquired 3x: GE for $915M, SilverLake Partners, and PTC for $1.42B
Supported each acquisition through strategic brand positioning.
“After our Series D, I knew it was time to elevate our brand identity to align with the demands of our growing enterprise clientele. That’s when I brought Percy on board. Within his first week, Percy presented me with a comprehensive 30, 60, 90-day and year-long strategy to increase our brand’s value and perception. Under his guidance, we redefined our brand — from refreshing the logo and website to revamping our sales decks and establishing a cohesive trade show presence.“
Stacey Epstein,
CEO & CMO
Freshworks, servicemax, ZINC,
Successfactors
SERVICEMAX - START-UP ERA
2013-2016
Brand & Creative Director
Acquired by GE Digital for $915M
Rebranded the company with the CMO
Led web redesign effort that increased conversion and traffic by 10%+
I was brought in shortly after ServiceMax got it’s Series D round of funding. Product and demand gen marketing were pretty wild west with each group with it’s own resources. I created an internal agency model with a small group of employees and a handful of contract staff. Together we updated and unified the brand look and feel across the entirety of the company - infographics, sales decks, the website, datasheets, and yes, even mugs and water bottles.
And yes, we had a racecar once. Once.
.
“At ServiceMax, I was continually impressed by Percy’s ability to deliver impactful creative and marketing results—across digital ad campaigns, video content, trade shows, and more—on a lean budget with a streamlined team. His resourcefulness not only brought high standards to life but also drove tangible results, fueling both sales and marketing pipelines in ways that elevated our growth.
For startup founders seeking agility, excellence, and real impact, Percy is an invaluable asset.”
David Milam
CMO & SVP/EVP
ServiceMax, McAfee, Five9, EMC, Documentum, Cadence Design, BroadbasE
SERVICEMAX - GE DIGITAL ERA
2016-2018
Brand & Creative Director, ServiceMax Group
Acquired by SilverLake Partners (undisclosed amount)
Received “Top 40 Award” for Standout Contributions
Created 72 videos in one year with in-house resources
ServiceMax was acquired by GE Digital to bring a service component to it’s digital offerings like IoT and Digital Twin. On top of supporting demand gen marketing, I used the time at with GE Digital to build-up our in-house video capabilities - specifically film teams, editing, and writing. (Note videos were rebranded away from GE after the acquistion by PTC.)
“As a CMO with a strong foundation in demand generation marketing, I can confidently say that Percy is one of the rare creative leaders who excels across a diverse spectrum of deliverables—video, web, UX, trade shows, social media, and collateral. What sets him apart is not just his creativity but his unwavering focus on key performance indicators like conversion rates, audience engagement, and overall campaign performance.”
PAT OLDENBERG
CMO & VP
Zingly.ai, Motive, ServiceMax
SERVICEMAX - SILVERLAKE ERA
2018-2023
Brand & Creative Director
Acquired by PTC for $1.42B
Led beta testing of modular page format resulting in +270% conversion increase. Design became de facto format for all demand generation pages.
Led complete message rebranding known as “Javelin”
Consistent year-over-year demand gen pipeline delivery
Gold & Silver Telly Award for Best Corporate Video
Under the ownership of SilverLake Partners, I continued growing the ServiceMax brand and revenue streams - pushing our website performance to deliver hard-hitting pipeline numbers for sales. In-between all that work, we managed to win a couple Telly Awards for Corporate Video and consolidated brand messaging into a single PowerPoint slide using Maslow’s Hierarchy of Needs (an analyst with Gartner called it, “the simplest messaging document he’s ever seen”).
Telly Gold & Silver Award Winning Video
270% CONVERSION INCREASE?!
“I asked my lead developer, what was the most trafficked page on our website. She said the mobile one. I looked over the content and started rebuilding it using Photoshop. I didn’t remove any of the content, but consolidated copy and actions. Once completed, I worked with my developer again, collaborating with them on the desired user actions, built a working prototype, and then we scheduled it for an AB test - splitting traffic for a month.
The result? Bounce rate fell 92%, time-on-page grew to over 3 minutes and conversion grew 270%. And that with a page with less than 10 call to actions and 2-1/2 pages worth of scrolling. No agencies, no consulting firms - just our internal team. Time from discussion to results was less than 60 days. And yes, we rolled out this new modular format on all similar pages with the next release cycle.”
SERVICEMAX - PTC ERA
2023-2024
Brand & Creative Director, ServiceMax & Service Lifecycle Group/SLM
Creative Director, Corporate Communications
Rebrand of ServiceMax group + child products into PTC Brand
New group logo design + implementation on all assets (dozens)
Migration of all web properties (hundreds) and demand generation assets to PTC Brand
Under my leadership, the ServiceMax group and child products were transitioned into the larger PTC corporate brand look and feel. I also supported the corporate communications team with larger initiatives.