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ServiceNow Marketing

To make work better for people through digital workflows by becoming the defining enterprise software company of the 21st century

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To make work better for people through digital workflows by becoming the defining enterprise software company of the 21st century

Strengths

  • PLATFORM: Industry-leading Now Platform with 97% customer retention
  • BRAND: Strong enterprise reputation with 85% of Fortune 500
  • ECOSYSTEM: Robust partner network of 1,500+ global integrators
  • INNOVATION: AI-first approach with Now Assist gaining traction
  • LEADERSHIP: Visionary executive team with enterprise credibility

Weaknesses

  • AWARENESS: Limited brand recognition outside IT departments
  • CONTENT: Inconsistent messaging across customer journey stages
  • SEGMENTS: Underdeveloped mid-market and SMB marketing strategy
  • MEASUREMENT: Fragmented attribution across marketing channels
  • TALENT: Gaps in specialized AI and vertical marketing expertise

Opportunities

  • AI: Gen AI revolution creating massive workflow transformation
  • VERTICALS: Deeper industry-specific solutions and messaging
  • EXPANSION: Cross-sell into existing customer base of 7,700+
  • GLOBAL: Accelerated international markets penetration strategy
  • DEVELOPER: Growing the creator ecosystem for platform stickiness

Threats

  • COMPETITION: Microsoft, Salesforce expanding into workflow space
  • ECONOMY: Enterprise IT spending constraints in uncertain markets
  • TALENT: Fierce competition for specialized marketing talent
  • COMPLEXITY: Growing product portfolio creating messaging challenges
  • PRIVACY: Evolving global regulations affecting data utilization

Key Priorities

  • BRAND: Elevate brand awareness beyond IT to C-suite audiences
  • AI: Accelerate AI-first positioning across all marketing efforts
  • VERTICAL: Develop industry-specific marketing programs at scale
  • MEASUREMENT: Implement unified marketing attribution framework
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To make work better for people through digital workflows by becoming the defining enterprise software company of the 21st century

ELEVATE THE BRAND

Establish ServiceNow as the AI workflow leader

  • AWARENESS: Increase C-suite brand awareness from 45% to 65% through targeted executive campaign
  • PERCEPTION: Achieve 80% association with 'AI-powered workflow leader' in market perception research
  • COVERAGE: Generate 250+ tier-1 media placements highlighting AI workflow transformation stories
  • THOUGHT LEADERSHIP: Launch AI workflow innovation series reaching 50K+ executive decision makers
AI ACCELERATION

Lead the AI workflow revolution in every campaign

  • ENABLEMENT: Build AI marketing center of excellence with 25 certified specialists by quarter end
  • CONTENT: Create 50+ AI customer success stories across 8 key verticals with measurable outcomes
  • EXPERIENCE: Deploy AI-powered personalization engine across digital properties for 40% engagement lift
  • INTELLIGENCE: Implement AI competitor intelligence system with 85% accuracy in battle card generation
VERTICAL MASTERY

Dominate key industries with tailored marketing

  • PROGRAMS: Launch 8 industry-specific marketing campaigns achieving 30% higher engagement rates
  • ASSETS: Create vertical-specific ROI calculators and assessment tools for all top 5 industries
  • EVENTS: Execute 12 industry-focused executive roundtables generating 120+ qualified opportunities
  • PARTNERS: Develop co-marketing campaigns with top 3 partners in each priority vertical
MEASURE IMPACT

Build data-driven marketing intelligence ecosystem

  • ATTRIBUTION: Implement unified attribution model showing marketing impact on 85% of won revenue
  • PLATFORM: Deploy marketing intelligence dashboard with real-time insights for all stakeholders
  • PREDICTION: Develop AI pipeline prediction model achieving 80%+ accuracy in forecasting conversion
  • EFFICIENCY: Optimize channel mix to reduce cost per qualified opportunity by 20% using AI insights
METRICS
  • REVENUE GROWTH: 25% YoY increase in annual recurring revenue
  • PIPELINE GENERATION: $4.5B in marketing-influenced qualified pipeline
  • MARKETING ROI: 12:1 return on marketing investment across all programs
VALUES
  • Champion the customer
  • Hunger to win
  • Elevate together
  • Embrace diversity
  • Deliver innovation that matters
ServiceNow logo
Align the learnings

ServiceNow Marketing Retrospective

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To make work better for people through digital workflows by becoming the defining enterprise software company of the 21st century

What Went Well

  • REVENUE: Exceeded Q1 2025 targets with 24% YoY growth to $2.85B quarterly
  • CUSTOMERS: Added 145 net new customers with annual contracts over $1M
  • PRODUCT: Now Assist adoption rate exceeded expectations at 23% of base
  • VERTICALS: Financial services and healthcare segments grew 32% and 29% YoY
  • PARTNERSHIPS: New strategic alliances with 5 global system integrators

Not So Well

  • PIPELINE: Q2 pipeline generation pacing 8% below target for mid-market
  • RETENTION: Slight decrease in net retention rate from 99% to 97%
  • COMPETITION: Lost 18 deals to Microsoft's expanded workflow offerings
  • EFFICIENCY: CAC increased 12% YoY due to rising digital ad costs
  • INTERNATIONAL: EMEA growth of 18% underperformed compared to 24% target

Learnings

  • MESSAGING: Value-based messaging resonates better than feature focus
  • CHANNELS: Owned events delivering 3x ROI versus third-party sponsorships
  • CONTENT: Long-form thought leadership outperforming short-form content
  • SEGMENTS: Mid-market requires different approach than enterprise
  • ATTRIBUTION: Multi-touch attribution shows 40% undervalue of marketing

Action Items

  • INTELLIGENCE: Implement AI-powered competitor intelligence dashboard
  • PLAYBOOK: Develop standardized cross-sell/upsell campaign framework
  • DIGITAL: Revamp digital experience with personalized customer journeys
  • ENABLEMENT: Scale sales enablement program focused on value selling
  • ATTRIBUTION: Deploy unified attribution model across all channels
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To make work better for people through digital workflows by becoming the defining enterprise software company of the 21st century

Strengths

  • PRODUCT: Now Assist AI capabilities embedded across platform
  • PLATFORM: Robust dataset of workflow patterns for AI training
  • INVESTMENT: Significant AI R&D budget exceeding $500M annually
  • LEADERSHIP: Early mover advantage in workflow intelligence
  • ECOSYSTEM: Strong AI partnerships with hyperscalers and startups

Weaknesses

  • TALENT: Limited AI specialized marketing team expertise
  • MESSAGING: Complex AI value proposition requiring simplification
  • CONTENT: Insufficient AI demonstration assets for campaigns
  • INSIGHTS: Underdeveloped AI-powered customer intelligence tools
  • SEGMENTATION: Lack of AI readiness segmentation model

Opportunities

  • PERSONALIZATION: AI-powered hyperpersonalized experiences
  • EFFICIENCY: AI-optimized marketing resource allocation
  • DEMAND: Predictive AI models for pipeline acceleration
  • CONTENT: AI-assisted content creation and optimization
  • ANALYTICS: Deeper customer insights through AI pattern detection

Threats

  • PERCEPTION: Risk of AI being viewed as marketing hype
  • COMPETITION: Tech giants outspending on AI marketing
  • ETHICS: Responsible AI use concerns from enterprise customers
  • EDUCATION: Customer AI literacy gap slowing adoption
  • DIFFERENTIATION: AI becoming commoditized in enterprise software

Key Priorities

  • ENABLEMENT: Build AI marketing capabilities center of excellence
  • PROOF: Develop compelling AI demonstration assets and case studies
  • PERSONALIZATION: Implement AI-powered customer journey orchestration
  • TALENT: Acquire specialized AI marketing expertise