Case Study: ServiceNow boosts pipeline influence with ON24 webinars

ServiceNow boosts pipeline influence 538% with ON24

ServiceNow, a company providing a cloud-based platform for digital workflows, faced the challenge of making its account-based marketing (ABM) strategy more targeted and effective. The goal was to engage key decision-makers within its top 50 high-growth accounts with resonant content. To achieve this laser focus, ServiceNow partnered with vendor ON24 to leverage its webinar platform as a central component of its ABM program.

Using the ON24 platform, ServiceNow implemented targeted experiences with personalized content and operationalized its lead generation process. The solution enabled live product demos and interactive engagement formats like Q&A sessions. The results were significant, with ON24 webinars influencing 538% more pipeline year-over-year than any other marketing channel. ServiceNow also hosted 22% more webinars, achieving a 66% increase in registrations and substantial growth in both live and on-demand attendees.

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