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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
Challenge
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
Solution
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
Results
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
