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Case Study
ServiceNow campaign drives 200x ROI with Anteriad
91%
net new company contacts
200x
ROI
Challenge
ServiceNow faced the challenge of reaching and engaging an evolving audience.
- Needed to align programs with a growing C-suite buying group.
- Required database growth across all personas.
- Shifted industry and vertical focus, demanding more programs.
- Struggled to build awareness beyond core IT audiences.
Solution
Anteriad provided a tailored strategy to address ServiceNow's evolving needs.
- 2018: Initiated a test program with two email tracks and 12 quarterly emails for one product line.
- 2022: Implemented a centralized ABM demand generation model integrated into ServiceNow's marketing:
- 10 product lines, 4 industries, 13 target audiences.
- 11 email tracks with 150 emails deployed quarterly.
Results
Anteriad’s strategy delivered exceptional ROI and database growth.
- Achieved 200x ROI across solution categories.
- Drove significant annual pipeline growth through multi-touch attribution and lead scoring.
- Added 91% net-new leads to the campaign database.
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