Enterprise software company ServiceNow has injected emotion into business-to-business (B2B) advertising, seeking to create information that breaks through the target customers.
Alan Marks, Chief Marketing and Communications Officer of ServiceNow, discussed this topic at the National Association of Advertisers (ANA) 2020 B2B Masters Conference held online.
He believes that business leaders have specific goals when pursuing digital transformation-and consider using cloud-based solutions provided by the company.
Marks said: “Those CEOs are really trying to provide a great experience for their employees and a great experience for their customers.” (For more information, please read WARC’s in-depth report: ServiceNow uses B2C advertising technology to establish emotional connections with B2B customers.)
“That was not a rational technical discussion. It was an exciting discussion. In the end, the experience is an exciting thing.”
Such principles provided promotion for an event called “Smarter Workflow Approaches,” in which relaxing ads contained everything from happy employees embracing their boss to mocking the challenges of working from home.
Max said this production style “always tries to bring the right elements of humor to the campaign.”
However, behind the importance is an understanding that “customers are betting”. And, usually millions of dollars, multi-year bets. “
He reported that a core emotional aspect of ServiceNow messaging is to “ensure that we are seen as a trusted partner.” [and show] We understand what our customers are trying to do. “
Similarly, the advertisements show an understanding of the emotions that IT executives have when they realize that they choose the right supplier. “It was a moment of joy,” Max said.
From WARC
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