- ServiceNow needed to reintroduce its brand to decision-makers in HR, finance, operations, and other business functions beyond IT.
- Building awareness and emotional resonance with a broader C-suite audience was essential to shifting perceptions of what ServiceNow had to offer leaders across the full range of enterprise roles. “There’s enough noise in the market already, so it’s critical to get in front of the C-suite, because when they’re involved, conversion rates that lead to revenue outcomes improve significantly” explains Mayank Chaddha, Global VP of Digital Marketing at ServiceNow.
- The company was competing in a saturated SaaS category with high-spend incumbents and similar AI value propositions. To stand out, the team required a high-ROI solution that would deliver both brand and demand outcomes without compromising performance.
- “B2B decision-makers are people too,” says Jonathan Vu, VP of Marketing at ServiceNow. “So a core pillar of our strategy is around connecting with them in a business mindset and a living mindset.” As a result, ServiceNow launched the “Putting AI to Work for People” campaign to humanize its platform and differentiate their brand in a crowded market.
- The team worked with LinkedIn and their CTV Select offering, which allows clients to place Connected TV (CTV) ads exclusively on premium inventory like NBCUniversal’s (e.g. Peacock, Bravo, CNBC) to deliver high-impact video creative in premium Connected TV environments.
- Vu shares how this campaign aimed to solve that all-to-familiar pain point for B2B marketers: proving the impact of brand investment. “As brand marketers, we’re constantly being asked to tie our work to tangible outcomes. Awareness is table stakes—but it’s not enough. Our CTV campaign with LinkedIn allowed us to close this gap between brand and demand, giving us a great opportunity to test what’s next and innovate.” LinkedIn enabled ServiceNow to retarget engaged viewers with demand messaging, creating a connected omni-channel experience. BrandLink extended ServiceNow’s message and reach next to trusted publications like Bloomberg, The Wall Street Journal, and Forbes, all powered by account-based targeting. Managing BrandLink through LinkedIn’s self-serve tools gave the team speed, efficiency, and full control over media execution.
19 -point
lift in aided awareness amongst a key audience from NBCUniversal + LinkedIn’s CTV Select campaign
45%
higher likelihood to complete a lead form after CTV exposure
30%
increase in demand campaign lead completion rate when first exposed to BrandLink campaign
- ServiceNow utilized a strategy of multi-channel and multi-format campaigns to drive results from the top of the funnel awareness to bottom of funnel demand and lead generation. This included multi-pronged approach included: CTV Select, BrandLink and a concurrent lead generation campaign in-feed:
- Through LinkedIn’s integration with NBCUniversal, audiences who viewed the CTV Select campaign were 45% more likely to complete the lead gen form, based on LinkedIn self-serve measurement.
- Meanwhile, BrandLink activations were 30% more likely to complete the lead gen form compared to standard campaign tactics and delivered a 44% higher average view rate than typical in-feed video ads, signaling stronger content engagement.
- ServiceNow simultaneously achieved 19 point lift in aided awareness among relevant audiences at large companies, according to a Kantar brand lift study.
- The team at ServiceNow is thrilled with the results. “Tactics like this allow us to say we drove awareness,” said Vu, “and there’s very little friction between that and a meaningful business outcome. That’s the future of B2B marketing: closing the gap between awareness and lead generation.”
