Enqueued CSS Stylesheets

Enqueued JS Scripts

180x ROI and 91% net new company contacts

180x ROI and 91% net new company contacts

Posted February 15, 2023

Software Company Finds Campaign Success with Anteriad

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
  • As of 2022, a centralized ABM demand generation model is in place, run by Anteriad as an integrated part of the company’s marketing team:
    • 10 product lines across 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:

  • 180x 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

Subscribe to our newsletter.

Free full-funnel insight sent straight to your inbox.