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

Geoffrey Precourt

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, entitled “I Love You”, that featured a happy staff member embracing his boss – that packed the emotional punch of a business-to-consumer program, but promoted a cloud-based suite of tools for enterprise and employee productivity.

“We're very much in digital transformation,” Alan Marks, chief marketing and communications officer at ServiceNow, said in outlining the broad direction of the corporate world during the Association of National...

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