ServiceNow Exercise

Knowledge 21 Demand Generation Campaign

Objective

To develop a demand generation campaign targeting C-suite executives in the ANZ market,
driving high-value registrations and attendance at Knowledge 21 while contributing to a $335M global pipeline.

Target Audience

CXOs, decision-makers, and high-opportunity customers, partners, and prospects are already highly engaged
with ServiceNow but face digital fatigue and skepticism towards virtual events.

Business Challenge

Digital Fatigue
Executives are overwhelmed with virtual engagements and need a clear ROI to commit their time.

Trust Barrier
Many businesses see digital transformation as complex and intimidating.

Engagement & Conversion
Need to go beyond just signups and increase deal size by 200% while accelerating pipeline maturation.

Insight
Digital transformation is often perceived as complex, but ServiceNow simplifies and personalizes the transition.
Knowledge 21 will provide tailored insights to make this shift seamless and strategic.

Creative Concept:

Simpler than you know.

An experience-driven campaign that provides a peek into Knowledge 21, highlighting how ServiceNow streamlines digital transformation.

Visual Identity:

  • Dot Matrices – Represents the dynamic flow of knowledge in the digital space.

  • Grid System – Mirrors the systematic and organized approach businesses can expect.

  • Lines – Represents the rhythm and efficiency achieved through ServiceNow workflows.

Campaign Rollout:

  1. Event Awareness – Exclusive, targeted invite-only outreach to key CXOs.

  2. Engagement Phase ("Know" Platform) – A teaser experience showcasing Knowledge 21’s value proposition.

  3. Knowledge 21 Event – Interactive, curated sessions addressing CXO pain points.

  4. Business Analysis & Follow-up – Strategic post-event engagement to nurture leads and drive conversions.