Case Study: ServiceNow achieves 69% more conversions and stronger brand-to-demand audience overlap with LinkedIn Marketing Solutions (Business Manager)

ServiceNow Executes a Critical Marketing Strategy with LinkedIn Business Manager

ServiceNow, a global software leader (17,000 employees) that sells the Now Platform to enterprise customers, faced a challenge aligning its Brand and Demand teams to activate a combined strategy and measure the cross‑exposure impact of brand on demand performance. The work was highly collaborative but manual and repetitive, and the team needed a scalable way to implement, target, and diagnose an untested brand‑plus‑demand approach.

ServiceNow added its LinkedIn Ad accounts to LinkedIn Business Manager to share targeting parameters, retargeting audiences, and reporting across brand and demand campaigns. The integration enabled scaled execution and measurement, driving a +693% lift in audience overlap, an estimated 69% increase in conversions, a 50% lift in engagement for members exposed to both messages, and a 27% decrease in cost‑per‑click, while allowing the company to expand the strategy across more campaigns and markets.

ServiceNow

Anna Nguyen

VP, Digital Marketing