Case Study: ServiceNow achieves 538% more pipeline influence with ON24

ServiceNow develops laser-targeted webinar program with ON24

ServiceNow, a San Francisco–based cloud platform for IT service management, aimed to make its account-based marketing more targeted by focusing on its top 50 high-growth prospects. The team found that broad webinar outreach wasn’t enough — they needed highly tailored content for different stakeholders, scalable distribution, and better data to accelerate accounts through the buyer’s journey.

By partnering with ON24 and using ON24 Target, ServiceNow created personalized webinar experiences, operationalized lead generation, and delivered live demos and interactive Q&A formats. The program drove strong results: 538% more pipeline influence year‑over‑year, 22% more webinars, 66% more registrations, 52% more live attendees and 62% more on‑demand attendees.

ServiceNow

Lev Cribb

Webinar Program Lead