The Need

Launch their newest Incident Response product

The ServiceNow team took this new product opportunity to disrupt themselves and the market using a product-led growth (PLG) initiative. Within the first few months of the engagement, ServiceNow acquired Lightstep, and thus Olivine was tasked to advise and guide the product positioning of this new product under the Lightstep brand, while integrating elements of the ServiceNow identity throughout all launch materials.

The Deliverables

We helped the ServiceNow team in developing a robust, go-to-market strategy to take their newest product, Lightstep Incident Response, to market. Once our team of expert PMMs crafted the key messages to describe the product’s benefits, we went on to test these messages with the target audience using tools like Wynter and SurveyMonkey. As part of our research, we examined how they felt about the messages, such as whether they were relevant to their wants and needs, how simple they were to comprehend, and whether or not they sounded believable.

Within weeks after testing our messages, we began to deliver all assets and product content needed to deliver a successful announcement plan — both for the beta and GA launch. This ranged from launching a new website, writing ad copy, creating one-pagers and sales decks, drafting email drip campaigns, and even coordinating an early access launch on Product Hunt which resulted in the #3 product of the day.