Case Study: ServiceMax achieves scalable pipeline growth and 2–3X conversion lift with Captora

Adaptive Marketing: Beating Pipeline Goals @ ServiceMax

ServiceMax, a leading provider of Field Service Management software, entered a hyper-growth phase and needed its marketing to scale predictably while lowering the cost per acquired customer. The team’s priorities were to turn organic search into a reliable, scalable pipeline source and to optimize existing paid search spend rather than simply increase budgets.

Using Captora, ServiceMax prioritized 287 demand families and 5,000+ demand signals and quickly launched 600+ automated campaigns. The effort drove visitor and MQL growth (visitors +15% quarter-over-quarter; MQLs +30%), produced 2–3x conversion lifts versus non-Captora pages, contributed roughly 26% of inbound leads and doubled non-branded traffic (up 109%), all while lowering cost-per-MQL and creating a scalable, repeatable growth engine.

ServiceMax

Janelle Donovan

ServiceMax Sr Director of Marketing