The Marketing Practice scoops silver for ServiceNow ABM at B2B Marketing Awards

ServiceNow account-based marketing program recognized in the Best Corporate Decision-Maker campaign category

The Marketing Practice (TMP), a leading B2B Growth Marketing Agency, has been awarded Silver in the Best Corporate Decision-Maker campaign category for ServiceNow at The B2B Marketing Awards 2020.

The judges’ recognition reflected a 10- fold increase in revenue secured from accounts touched by the ABM program in the past 12 months. Targeting CEOs, CIOs, COOs, CHROs, and Chief Customer Officers, the campaign objective was to create a comprehensive executive engagement strategy to support the business imperative of closing larger deals, faster.

The program focused on winning both the hearts and minds of existing customer and prospect executives. Tactics ranged from Board room style content in the form of value-based commercial insights, plus co-marketing and advocacy including a Holiday-based campaign, complete with bespoke ServiceNow festive jumper direct mails.

“ServiceNow shows yet again that it’s setting the bar for ABM,” said Paul Everett, Head of Innovation at The Marketing Practice. “While the campaign results speak for themselves, the beauty of this program was how willing customers were to be involved in co-marketing, particularly with a notoriously difficult to reach senior audience. A program of this scale and success is a real achievement. My admiration and congratulations go to the teams at ServiceNow and TMP for making this happen.”

“ABM has helped us to grow closer to our customers and better articulate the relevance of the ServiceNow proposition from an outside-in perspective,” says Carolyn Cox, SVP Global Marketing at ServiceNow. “It’s fantastic to see sales engage with marketing in such a collaborative and strategic way.”

To find out more about the ServiceNow executive engagement program, please contact


9th December 2020


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