The client is a US-based IT services firm exclusively focused on assisting organizations in effectively implementing ServiceNow solutions. As a ServiceNow Elite Partner—a recognition achieved by fewer than 5% of US-based ServiceNow partners—the client enjoys a strong reputation within the ServiceNow ecosystem.
The client wanted to improve their visibility in digital media and engage key decision-makers and influencers with impactful thought leadership content. However, their existing website and brand messaging were not delivering the desired outcomes. Additionally, the client sought to establish a compelling brand identity and messaging framework that resonated with their target audience, inspiring trust and confidence.
The client aimed to enhance their website’s performance by optimizing it for SEO best practices and creating engaging Call-to-Actions (CTAs) to attract and convert visitors. They also wanted to establish a robust, data-driven inbound strategy to ensure their high-quality content effectively reached their target audience, driving increased traffic and marketing-qualified leads (MQLs).
To enhance visibility and engagement:
Event Marketing: The client’s sponsorship of major ServiceNow events, including Knowledge, local SNUGs, and SKO, was promoted through targeted organic and paid campaigns. Meetings were arranged with prospects, influencers, and ServiceNow sales leadership.
SEO: The website underwent continuous optimization for both on-page and off-page SEO best practices, supported by a robust content strategy that improved organic traffic and search rankings for high-value keywords.
Social Media & Paid Advertising: Platforms like LinkedIn, social media channels, and email marketing were leveraged to promote content and drive qualified leads.
Leads generated through these initiatives were carefully nurtured and qualified before being handed off to the sales team. Weekly lead reports facilitated coordination between marketing and sales, ensuring all qualified leads were tracked and followed up on. Key marketing metrics, including traffic, keyword rankings, conversions, and social engagement, were monitored monthly.
The website achieved rankings for 724 search keywords, including highly relevant terms like "ServiceNow HR Implementation," "ServiceNow for Retail," "ServiceNow ITSM," and "ServiceNow HR portals."
