Profound Marketing Strategy of ServiceNow – With Company Overview & STP Analysis

Updated on: Dec 1, 2022
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In the previous article, we discussed the Marketing strategy of Qualcomm, an American multinational company. In this article, we will talk about the Marketing Strategy of ServiceNow.

Marketing has been the most crucial method of promoting enterprises and surviving this digital transition. As we all know, there will inevitably be a boom in the usage of digital technology. Check out our Free Masterclass on Digital Marketing taught by Karan Shah, CEO and creator of IIDE, if you are enthusiastic about marketing or want to know why it is so hyped up.

You will learn enough about Lennar by the end of this blog post to be able to comprehend its marketing approach. Let’s start the marketing strategy of ServiceNow with its company story.

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About ServiceNow – 

marketing strategy of ServiceNow - Service Now logo

Source –

A cloud computing platform is created by ServiceNow, an American software firm with headquarters in Santa Clara, California, to assist businesses in managing digital workflows for enterprise operations.

ServiceNow, a company founded in 2003 by Fred Luddy, is a component of both the Russell 1000 Index and the S&P 500 Index and is traded on the New York Stock Exchange. It was ranked first on Forbes magazine’s list of the most innovative businesses in the world in 2018.

ServiceNow is a platform-as-a-service company that offers technical management assistance, including help desk capability, to the IT operations of large organisations.

The management of “incident, problem, and change” IT operational events is the company’s main line of business. Their charge structure was based on a monthly cost per user (seat), with costs starting at $100 USD.

ServiceNow introduced “Orlando” in March 2020, a version of their cloud platform integrated with artificial intelligence technology designed to address real-world issues.

ServiceNow makes the world of work, work better for people. There once was a time where IT supported the business, but now the digital transformation is the business. – Bill McDermott, Chairman and CEO.

Quick Stats 

CEO Bill McDermott
CMO Michael Park
Area Served Worldwide
Industry Enterprise Software
Revenue US$5.9 billion (2021)
Vision Automate and streamline work across the enterprise. Unite people, systems and processes to exceed customer expectations.
Tagline ServiceNow – makes the world of work, work better for people.


Marketing strategy of ServiceNow –

Let’s find out more about the marketing strategy of ServiceNow! In addition, to how ServiceNow conducts its marketing initiative, first, let’s take a look at its STP Analysis.

Segmentation, Targeting and Positioning 

Segmentation – ServiceNow segments its services into – 

  •  IT Workflows
  • Employee Workflows
  • Customer Workflows
  • Creator Workflows

Targeting – ServiceNow target all types of industry like education, logistics, financial services, government, and many more.

Positioning – ServiceNow is positioned as a cloud-based platform,  which enables smooth integration of legacy software, which is fast and easy to use.

Marketing Campaigns 

  • Taking Care of Business Campaign

marketing strategy of ServiceNow - marketing campaign

In April 2020, this marketing campaign with the title “Taking Care of Business” was released in the US. It was made by the advertising firm BBDO San Francisco for the company ServiceNow. This film medium campaign has two media assets and is focused on the public interest and professional services industries.

Social Media Marketing 

  • Instagram – 16.5K 
  • LinkedIn – 633K 
  • Twitter – 44.3K
  • Facebook – 25K+ 

Servicenow has the maximum number of followers on LinkedIn as it is the platform where most of its target audience is present. They post both interactive and promotional content on their social media handles.

SEO Strategies 

marketing strategy of ServiceNow - ubersuggest seo screenshot

Source – Ubersuggest 

As per the SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see ServiceNow has 515K organic keywords which are impressive.

Also, the traffic for the website per month is around 2.2M which is remarkable.

Influencer marketing 

ServiceNow has not been seen using any influencer marketing. Members and the designated people themselves are worthy enough to promote their brands across the globe.

E-Commerce strategies 

You can take a look at the demo video of the various services they offer on their site. ServiceNow also has an app store on its site from which you can subscribe or download the app they offer. They also have ServiceNow Docs through which you can book an appointment.

Content marketing strategies 

They conduct many live webinars, demand webinars and live demos apart from the information and content they provide on their social media handles.  

This brings us to the end of the marketing strategy of ServiceNow.

Digital Marketing Academic Challenge 2024 - DMAC

What’s Unique about the marketing strategy of ServiceNow?

Let’s conclude the marketing strategy of ServiceNow by looking at the facts that we saw in the case study. ServiceNow has a clear STP Analysis which makes it easy to target and satisfy customers by fulfilling their needs. ServiceNow does not launch many campaigns.

They have good social media and SEO Strategies. They also have an option for Live Demos on their website for convenience for their customers. Overall Marketing Strategy of ServiceNow is very good.

We are all aware that most businesses are taking digital marketing seriously because, during the epidemic, practically all businesses went online.

Through the use of effective campaigns, the appropriate techniques, audience targeting, product sales, and numerous other tactics here and there, they can expand their business through the use of digital marketing.

You must be interested in what marketing is and how it works given the demand and excitement surrounding it. So if you’re interested in learning more about digital marketing, check out the 4-Month Digital Marketing Program offered by IIDE.

We sincerely hope that this blog has aided in your comprehension of the amazing marketing strategy of ServiceNow.

Check out our IIDE’s knowledge portal for more such insightful studies if you enjoy reading about such subjects in-depth with comprehensive analyses, like the marketing strategy of ServiceNow.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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