SERVICEMAX | INSIDEVIEW | HPSHOPPING.COM
My Brand Building History with servicemax
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.
ServiceMax has been acquired a total of 3 times in my career there. I joined ServiceMax in 2013 after it’s Series D round of funding. I initially built the brand with then VP of Marketing, Stacey Epstein. My career there spanned over 10+ years. Collaborating with VPs of Marketing and CMOs, we grew the brand from a promising start-up of around $10M to a global power-house of $150M+ by the PTC acquisition in 2022.
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.
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.”
“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.
Percy's team made remarkable strides in fueling our demand generation pipeline. Despite operating with a lean team and budget, they executed campaign elements with impressive speed and precision. Each quarter, I’ve watched as the critical metrics for demand generation not only met our objectives but often surpassed them. This kind of performance is a testament to the strategic alignment between creativity and measurable results—a balance that is essential in today’s competitive landscape.”
Pat's Oldenburg
CMO, Zingly.ai (current)
VP Demand Gen Marketing, Motive
VP Demand Gen Marketing, 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
“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
(David held Roles at numerous large enterprise and successful start-up technology firms)
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.)
“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. Percy led these efforts in-house, on a conservative budget, and he tackled every challenge with remarkable energy and enthusiasm. His leadership was key to ensuring our brand evolved to meet the sophistication of our audience.”
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
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.
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ESTABLISHING A BRAND WITH insideview
2007-2013
Interactive Marketing Manager
Creative Services Manager
Acquired by DemandBase for undisclosed amount
Built corporate brand from ground-up with the CMO
Part of team that grew and scaled business from $5M† to $28M in revenue by my departure
InsideView provides contact intelligence for sales teams. I joined shortly after their Series A round. In my role, I reported directly to the CMO. Together we built the brand from the ground up and started the marketing basics with sales collateral, website, trade show presence and then adding social as it emerged.
Within the first year, revenue was up 40% with 160% growth in it's customer base in large part due the marketing engine beginning to fire up.
I built presentation decks for series B through D rounds led by groups such as Emergence, Rembrandt, Greenhouse, and Foundation for a total of $49M during my tenure.
† Estimated revenue
“As CEO of InsideView, I witnessed firsthand how our brand took shape and scaled under Percy’s guidance. What started as a handful of ideas on PowerPoint quickly evolved into a cohesive brand presence spanning investor presentations, corporate identity, trade shows, and demand generation campaigns that drove engagement. Our sales and marketing teams routinely turned to Percy for what we jokingly called “Percification”—a review that ensured they had the polish and clarity needed to make the best impression and secure deals. His early brand advocacy played a critical role in InsideView’s growth and market impact.”
Umberto Miletti
Chief R&D Officer, DemandBase (current)
CEO, InsideView
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CRAFTING THE HPSHOPPING BRAND EXPERIENCE
1999-2003
Senior Lead Web/UI Designer
Under my leadership, website reached $1M day in online sales within 3 years
Awarded Silver Medal for Best Online Catalog by Ad Age
HPShopping.com was HP internal corporate start-up effort to offer a direct-to-consumer way to sell it's computers, printers and accessories online.
My team and I built the entire online buying experience from homepage to checkout. As lead, I assured HP's brand presence was executed on everything. Shown here are interations of the site based on best practices and shopping trends of the time.
Within 3 years, the site was generating $1M a day in online sales and given a Web Excellence Award every year I was lead as well as a Silver Award by Ad Age for best online catalog website.