ServiceNow builds an emotional connection with B2B customers using B2C ad techniques

ServiceNow, a cloud-based software provider, tapped into the power of emotional marketing to connect more powerfully with business decision-makers.

ServiceNow, a Santa Clara, California-based software company, wanted to foster deeper connections with its business-to-business (B2B) audience.

The solution? A campaign based around the tagline “The smarter way to workflow” – spearheaded by an ad, ent

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands