How Scorpion’s Capacity Marketing Engine Aligns with ServiceTitan’s Power Users

Lead generation campaigns bring valuable business to a service company, but only when properly optimized. Otherwise, you’re dumping money into generic campaigns that may or may not be generating a return on investment. 

ServiceTitan’s preferred digital marketing partner, Scorpion, takes the guesswork out of demand generation with its Capacity Marketing Engine (CME). In a recent episode of the Mastering ServiceTitan podcast,  Will Haddad, VP of Product and Strategy at Scorpion, explains how the engine uses live data from ServiceTitan to help contractors automate their marketing strategy while improving efficiency and ROI.

Read on for the podcast highlights. 

Who is Scorpion? 

Scorpion is a digital marketing and technology company that is specialized and focused on the trades. They primarily serve residential service contractors, offering marketing solutions to help companies be found when and where customers are looking for services. 

“We're in the business of helping our customers grow,” Haddad says. “That comes from being connected to all sorts of different ways to generate leads online. We're always looking for ways to expand our reach, to allocate and diversify client budgets and advertising spend in ways that can get the best quality result out of the budget. At this point, we’ve built an ecosystem through data integrations.”

Marketing Pro Support

For customers utilizing Service Titan Marketing Pro, or interested in diving in, Scorpion offers a done-for-you solution. 

“Marketing Pro is a fantastic product, Haddad says. “It's critical for brands that want to grow. The best of the best in the business have a strategy to reengage existing customers, and Marketing Pro is kind of the premier tool that enables customers to do that.”

However, Haddad notes there’s a learning curve for using the tool effectively. 

“A big part of our partnership with ServiceTitan is actually to support customers who use Marketing Pro,” Haddad says. “So we will take over the full component of Marketing Pro on behalf of the businesses.”

Then, Scorpion can align what they’re doing in Marketing Pro with some of their other services, like SMS, social media, digital marketing, and direct mail. 

“We're [ServiceTitan and Scorpion] all moving in the same direction,” Haddad says. “We want  to build tools and automation for marketing that work.”

And that leads into the newest Scorpion tool that leverages ServiceTitan data—Capacity Marketing Engine. 

CME Solves Marketing Pain Points

There are two ends of the spectrum when it comes to capacity—not having enough business or being overbooked. Both present a challenge that Scorpion CME intends to solve. 

“When the boards are too light, the business has a higher potential of missing revenue targets for the day,” Haddad says. “Then that leads to the week, the month, the year. If the technicians are idle, that’s directly correlated to the company’s revenue output.”

Additionally, this is when technician churn often happens. 

The schedule being too full often leads to an inefficient use of the marketing budget. 

“You've done all this work to get in front of them and to tell them that you're the best option they can pick,” Haddad says. “Then they call and you say, ‘We can’t get you on until next week.’ There’s a high chance they’re just going to call the next person on their list at that point. This ends up hurting the return on investment a business can generate in their advertising budget.”

CME aims to solve these problems by leveraging availability data from ServiceTitan and pairing it with their marketing technology to automate campaign deployment, budget allocation, and budget throttling. 

Developing a Baseline for Marketing Spend 

Haddad notes all service businesses should have a baseline for marketing spend based on capacity.

“If I'm 90% booked or more for three days out, then that would be considered high,” he says. “I may want to consider scaling back advertising a little bit at that point. On the flip side, if I'm 20% to 30% booked only over the next three-day period, that's a big problem.”

With a baseline, you can add more spend or scale back accordingly. 

“ CME isn't necessarily to remove the human service element from our teams,” Haddad says. “It's more to catch the moments that we are hitting in the extremes. You want to catch those in advance.” 

CME + ServiceTitan

Scorpion integrates with ServiceTitan, so data from Marketing Pro, Adjustable Capacity Planning, and Adaptive Capacity Planning funnels into Scorpion. 

While the tool is still in its early learning stage, it’s showing the intended results. For example, there are cases where the tool has conserved budget up to 15% and decreased costs per lead by up to 25%. 

“Such an important part of this is understanding the total investment that's going back into the business,” Haddad says. “What's the strategy that we have in our marketing plan? Is it the right strategy?”

You can find this interview and many more by subscribing to Mastering ServiceTitan on Apple Podcasts, on Spotify, or here. 

Know a business that could use a bit of muscle from ServiceTitan? Refer them here!

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