ServiceNow
Practically unknown outside IT, ServiceNow asked us to put their best-kept secret on the map.
Strategy
Demand Generation
Digital
Content
Data
Strategy | Demand Generation | Digital | Content | DataServiceNow's digital workflow management platform could help businesses strengthen their CX, but it lacked awareness among the people who needed it most.
A successful brand with a best-in-class, cloud-based platform that helps businesses transform the way they approach customer-centricity, we had to make sure the marketing strategy was customer centric too.
To ensure ServiceNow reached new decision makers without alienating existing customers, the campaign needed to be personalised and contextually resonant.
Applying The Croc's core methodology: our Connected Customer Framework, we created a digital campaign with data-driven journeys designed to tap into conversations happening in ServiceNow's category, wider culture - those happening on an individual level and each visitor's previous actions and interactions.
£12m
sales pipeline
73%
increase in engagement (Alps region)
20%
increase in engagement (UK&I)
We helped ServiceNow bring its offering to life for new target audiences, with tailored messages for each geographical market.
Using the power of the Adobe Marketing Cloud, our personalised campaign and a journalistic approach to content allowed ServiceNow to create and join relevant conversations keeping customers at its heart.
Our work was awarded Best Customer Experience Initiative at the 2020 B2B Marketing Awards.
“With CCF we now have a scalable framework that allows us to join the conversation earlier in the journey and on our customers’ terms. This has helped to make ServiceNow the natural choice when the time comes to buy a solution.”
Jason Martin
Director, EMEA Marketing
,ServiceNow
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