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

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