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Case Study

ServiceNow crushes campaign with Anteriad: 200x ROI, 91% new contacts

91% net new company contacts
200x ROI
  • Challenge
  • Solution
  • Results


ServiceNow understood the importance of knowing and reaching its evolving audience, which led them to partner with Anteriad and strategize against the following challenges.

  • Needed to expand reach of programs to address new C-suite buying group alignment
  • Needed to grow database across all personas
  • A pivot in industry and vertical prioritization necessitated an increase in programs
  • Faced awareness challenges in audiences beyond core IT personas


Anteriad helped ServiceNow address their marketing challenges by:

  • Started with test program in 2018; 2 email tracks with 12 quarterly emails for one product line and target audience
  • In 2022, a centralized ABM demand generation model was put in place and ran by Anteriad as an integrated part of the company’s marketing team:
    • 10 product lines across the entire portfolio
    • 4 industry verticals
    • 13 target audiences
    • 11 email tracks
    • 150 emails deployed quarterly


Anteriad’s focus on audience activation allowed ServiceNow to deliver the following metrics:

  • 200x ROI based on annual investment across solution categories
  • Significant increase in pipeline generated annually, measured by multi-touch attribution and lead scoring model
  • 91% of leads are net new companies added to campaign database
Case study tiles_servicenow
If you liked this story, you may be interested in the power of our Managed Email services. If you’re ready to talk to an Anteriad expert about solving your marketing challenges, contact us.