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...

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