We scoop silver for ServiceNow ABM at the B2B Marketing Awards

7th December 2020


ServiceNow account-based marketing programme recognised in Best Corporate Decision-Maker campaign category.

The Marketing Practice (TMP), a leading B2B Marketing Agency, has been awarded Silver in the Best Corporate Decision-Maker campaign category for ServiceNow at The B2B Marketing
Awards 2020.

The judges’ recognition reflected a 10- fold increase in revenue secured from accounts touched by the ABM programme in the past 12 months. Targeting CEOs, CIOs, COOs, CHROs and Chief Customer Officers, the campaign objective was to create a comprehensive executive engagement strategy to support the business imperative of closing larger deals, faster.

The programme focused on winning both the hearts and minds of existing customer and prospect executives. Tactics ranged from Board room style content in the form of value-based commercial insights, plus co-marketing and advocacy including a Holiday-based campaign, complete with bespoke ServiceNow festive jumper direct mails.

“ServiceNow shows yet again that it’s setting the bar for ABM,” said Paul Everett, Head of Innovation at The Marketing Practice. “While the campaign results speak for themselves, the beauty of this programme was how willing customers were to be involved in co-marketing, particularly with a notoriously difficult to reach senior audience. A programme of this scale and success is a real achievement. My admiration and congratulations go to the teams at ServiceNow and TMP for making this happen.”

“ABM has helped us to grow closer to our customers and better articulate the relevance of the ServiceNow proposition from an outside-in perspective,” says Carolyn Cox, SVP Global Marketing at ServiceNow. “It’s fantastic to see sales engage with marketing in such a collaborative and strategic way.”

To find out more about the ServiceNow executive engagement programme, please contact peverett@themarketingpractice.com.

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