ServiceNow’s Marketing Strategies

Explore the marketing strategies that have fueled ServiceNow’s impressive growth and impact. From revenue growth to substantial investments in research and development, understand how ServiceNow maintains its competitive edge in the market.

Revenue Growth and Impact

ServiceNow has demonstrated significant revenue growth over recent years, underscoring the effectiveness of its marketing and product deployment strategies. In the 2022 fiscal year, ServiceNow reported a revenue of approximately $6.6 billion, reflecting a year-over-year growth rate of about 25%. By 2023, the company’s revenue reached an impressive $8.5 billion, a substantial increase from $1.9 billion in 2017. This growth highlights the success of ServiceNow’s comprehensive content marketing strategy in driving brand awareness and customer acquisition.

Fiscal Year	Revenue (Billion USD)	Year-over-Year Growth (%)
2017	1.9	–
2022	6.6	25%
2023	8.5	–

Investing in Research and Development

A key component of ServiceNow’s marketing strategy is its substantial investment in research and development. ServiceNow allocates roughly $1 billion annually to R&D, which is crucial for maintaining the sophistication of its platform and adapting to evolving technological and market demands (DCF.FM). This investment ensures that ServiceNow can continually enhance its product offerings, providing innovative solutions that meet the needs of its customers.

By prioritizing R&D, ServiceNow not only improves its platform but also strengthens its market position. This investment allows the company to stay ahead of competitors and deliver cutting-edge services, making it a preferred choice for businesses seeking advanced workflow solutions.

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Digital Marketing Techniques

ServiceNow employs a variety of digital marketing techniques to enhance its online presence and engage with its target audience. These techniques include SEO and PPC efforts, as well as social media engagement.

SEO and PPC Efforts

ServiceNow allocates a substantial portion of its advertising budget to SEO and PPC strategies. These efforts are critical in driving organic traffic and improving search engine rankings. ServiceNow has a significant online presence, with approximately 515,000 organic keywords and around 2.2 million website visits per month (IIDE).

Metric	Value
Organic Keywords	515,000
Monthly Website Visits	2.2 million

Effective SEO strategies include keyword optimization, quality content creation, and technical SEO improvements. By focusing on these areas, ServiceNow ensures that its content ranks highly in search engine results, attracting potential customers to its website.

PPC campaigns are another crucial component of ServiceNow’s digital marketing strategy. These campaigns target specific keywords and demographics, driving paid traffic to the company’s website. The combination of SEO and PPC efforts maximizes ServiceNow’s visibility and reach, leading to increased brand awareness and revenue growth.

For more insights into how other companies utilize similar strategies, you can explore articles on what marketing strategies does Salesforce use and what marketing strategies does Microsoft use.

Social Media Engagement

ServiceNow leverages social media platforms, particularly LinkedIn, to engage with its target audience. The company uses interactive and promotional content to foster relationships with current and potential customers.

Social Media Platform	Engagement Focus
LinkedIn	Interactive and Promotional Content
Twitter	Industry News and Updates
Facebook	Community Building and Support

On LinkedIn, ServiceNow shares thought leadership articles, case studies, and industry insights, positioning itself as an authority in the IT service management space. This approach not only attracts new followers but also strengthens relationships with existing clients.

In addition to LinkedIn, ServiceNow maintains an active presence on other social media platforms like Twitter and Facebook. These platforms are used to share industry news, updates, and engage with the broader community.

By effectively utilizing SEO, PPC, and social media engagement, ServiceNow successfully enhances its online presence and connects with its target audience. For more detailed examples of social media strategies, you can read about what marketing strategies does Adobe use and what marketing strategies does Shopify use.

Content Marketing Approach

ServiceNow has established a robust content marketing approach that emphasizes thought leadership and engages audiences through its digital publication, Workflow. This strategy has proven effective in positioning the company as an industry leader and driving significant audience engagement.

Thought Leadership Focus

ServiceNow has strategically shifted its marketing efforts towards thought leadership, moving away from traditional sales tactics. This transition has been instrumental in expanding its influence and customer base, with 80% of Fortune 500 companies now as customers. The company’s RiseUp program aims to create a million skilled professionals by 2024, reinforcing its position as a leader in skills development related to AI and digital transformation.

By focusing on thought leadership, ServiceNow provides valuable insights and expertise to its audience, fostering trust and credibility. This approach not only helps in attracting new customers but also strengthens relationships with existing ones. The recognition of Richard Murphy, ServiceNow’s editor-in-chief, as the 2023 B2B Content Marketer of the Year, further underscores the success of the company’s content marketing strategy (Content Marketing Institute).

Workflow Digital Publication

ServiceNow’s digital publication, Workflow, is a cornerstone of its content marketing strategy. Launched to provide industry insights and thought leadership content, Workflow has quickly gained traction, attracting 1.5 million unique visitors and achieving 2 million total page views. Audience engagement metrics have shown a remarkable 71% increase in time spent on the site year over year.

Workflow covers a wide range of topics relevant to ServiceNow’s audience, including digital transformation, AI, and workflow automation. The publication serves as a valuable resource for professionals seeking to stay informed about the latest trends and developments in the industry. By consistently delivering high-quality content, Workflow has become an essential tool for engaging and educating ServiceNow’s target audience.

Metric	Value
Unique Visitors	1.5 million
Total Page Views	2 million
Increase in Time Spent	71%

ServiceNow’s content marketing approach, exemplified by its thought leadership focus and the success of Workflow, highlights the power of strategic content in driving engagement and establishing industry authority. For more insights into how other companies achieve similar success, explore articles on what marketing strategies does Salesforce use and what marketing strategies does Microsoft use.

Webinars and Live Demos

Webinars and live demos play a crucial role in ServiceNow’s marketing strategy, effectively engaging potential customers and showcasing their solutions.

Webinar Effectiveness

ServiceNow has demonstrated remarkable success with its webinar strategy. The company experienced a 538% increase in pipeline influence year-over-year from webinars compared to other marketing channels. This significant growth highlights the effectiveness of webinars in capturing and nurturing leads.

To further enhance engagement, ServiceNow increased its webinar frequency by 22%, resulting in 52% more live attendees and 62% more on-demand attendees (ON24). The rise in attendance indicates a growing interest in their content, reinforcing the value of webinars as a powerful marketing tool.

Webinar Performance	Increase (%)
Pipeline Influence	538
Webinar Frequency	22
Live Attendees	52
On-Demand Attendees	62

ServiceNow’s focus on account-based marketing (ABM) is another key aspect of their webinar strategy. By targeting their top 50 high-growth prospects with tailored webinar content, they ensure that their messaging resonates with decision-makers. This targeted approach enhances the relevance and impact of their webinars, driving engagement and conversions.

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Live Demo Engagement

ServiceNow’s marketing strategy also includes live demos, providing potential customers with firsthand experience of their services (IIDE). Live demos allow prospects to see the platform in action, understand its features, and ask questions in real-time.

The company leverages ON24’s platform to formalize its webinar program and enhance its ABM approach. This platform’s capabilities enable ServiceNow to improve targeting and engagement, ensuring that their live demos reach the right audience and deliver a compelling experience (ON24).

By offering live demos and webinars, ServiceNow effectively demonstrates the value of its solutions, builds trust with potential customers, and drives conversions. Explore our articles on what marketing strategies does Adobe use and what marketing strategies does Shopify use to learn how other companies utilize live demos in their marketing strategies.

Strategic Partnerships and Collaborations

Understanding the power of collaboration, ServiceNow has effectively leveraged strategic partnerships and account-based marketing (ABM) to boost its market presence and influence. This section delves into how these strategies are implemented.

Global Partnerships

ServiceNow has established partnerships with over 1,300 firms globally. These alliances enhance market penetration and service delivery through collaboration with value-added resellers (VARs) and strategic partners. By joining forces with other industry leaders, ServiceNow can offer a more comprehensive suite of solutions to its customers.

This vast network of partnerships enables ServiceNow to tap into new markets and industries, ensuring that their services reach a diverse audience. The collaborations also foster innovation and allow for the sharing of best practices, ultimately benefiting both ServiceNow and its partners.

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Account-Based Marketing

ServiceNow’s marketing strategy also emphasizes account-based marketing (ABM), which is particularly effective in targeting high-value prospects. ABM allows ServiceNow to focus its efforts on its top 50 high-growth prospects by delivering tailored webinar content that resonates with decision-makers (ON24).

ABM involves personalized marketing efforts that cater to the specific needs and challenges of each target account. This approach ensures a higher engagement rate and stronger relationships with potential clients. By using tailored content, including customized webinars, ServiceNow can address the unique pain points of their prospects, making their solutions more appealing.

ABM Strategy	Description
Targeted Accounts	Focus on top 50 high-growth prospects
Customized Content	Tailored webinars for decision-makers
Higher Engagement	Personalized approach for better results

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By honing in on strategic partnerships and account-based marketing, ServiceNow exemplifies how these approaches can drive significant growth and market influence.

Targeted Marketing Campaigns

ServiceNow employs a variety of targeted marketing campaigns to effectively reach and engage their audience. By focusing on industry segmentation and specific campaigns like “Taking Care of Business,” they can tailor their messaging and approach to different sectors.

Industry Segmentation

ServiceNow segments its services into various categories, targeting industries such as education, logistics, financial services, and government. This segmentation allows them to tailor their marketing efforts effectively.

Industry	Targeted Services
Education	Student Services, Campus Management
Logistics	Supply Chain Optimization, Fleet Management
Financial Services	Risk Management, Compliance Solutions
Government	Public Sector Solutions, Citizen Engagement

By segmenting their services, ServiceNow can create customized marketing messages that resonate with the specific needs and pain points of each industry. This approach enhances their ability to connect with potential clients and demonstrate the value of their solutions.

“Taking Care of Business” Campaign

One of ServiceNow’s notable marketing campaigns is titled “Taking Care of Business.” Released in April 2020 in the US, this campaign was developed by the advertising firm BBDO San Francisco. It focuses on public interest and professional services industries (IIDE).

The “Taking Care of Business” campaign aimed to highlight how ServiceNow’s solutions can help organizations manage their operations more efficiently, especially during challenging times. By showcasing real-world applications and success stories, the campaign effectively communicated the benefits of their services.

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• what marketing strategies does salesforce use
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By leveraging industry segmentation and targeted campaigns like “Taking Care of Business,” ServiceNow can effectively reach and engage their diverse audience, driving growth and impact.