ServiceNow’s Quest for Scalable Success with Automation and Gen AI

Most B2B marketing organizations don’t fail because of bad strategy: they fail because growth outpaces their operating model. As systems multiply and teams specialize, execution fragments and the customer experience breaks long before anyone realizes it.

Discover how ServiceNow teamed with Adobe Support & Services to power its shift to scalable, buying-group marketing by modernizing its campaign and content operations. By establishing a standardized marketing hierarchy in Adobe Workfront Planning, automating workflows with Workfront Fusion, and centralizing campaign content in Adobe Experience Manager Assets, ServiceNow now operates with a single source of truth and a future-ready content engine that aligns teams, workflows, and data without losing cohesion.
 

Key takeaways:

• Build a scalable foundation for buying-group personalization powered by unified data, content, and workflows
• Accelerate efficiency and impact through campaign operations grounded in automation and connected systems
• Use standardized campaign metadata to unlock stronger reporting, smarter insights, and end-to-end automation

Industry : High Tech

Technical Level: General Audience

Track: Workflow and Planning

Content Category: Case/Use Study

Audience : Campaign Marketer, Content Marketer, Project Manager, Operations Marketer , Content Manager, Martech Professional, AI Strategy/Technology , Demand Generation Marketer, Product Marketer, Creative Project Manager