Case Study: ServiceNow achieves 3,000+ leads annually and 30%+ pipeline growth with Informa TechTarget

How ServiceNow Drives Customer Expansion at Scale Through Partners

ServiceNow, a Fortune 500 provider of digital workflow and automation solutions, needed to scale customer expansion through its consulting and implementation partners but faced limited budget and resources, a crowded ecosystem, small partners with uneven marketing capability, and a non-linear buyer journey. To address this, ServiceNow teamed with Informa TechTarget, leveraging its partner marketing services — including account targeting, intent data, content syndication and buyer insights — to create repeatable, easy-to-execute partner programs.

Working with Informa TechTarget, ServiceNow deployed targeted account-level intent campaigns and content syndication that armed partners with actionable buyer insights and scaled campaign capacity from 1–2 per quarter to 25+ per year (a 300% increase). The program generated 3,000+ leads annually across 25+ partners and contributed to a 30%+ uplift in pipeline growth, while attracting more partners to run joint campaigns and reliably driving expansion and upsell opportunities.

ServiceNow

Ashley Eikenberry

Director, Partner Marketing, Global Partners & Channels