ServiceNow CMO Michael Park on fusing B2B marketing with purpose: Video

ServiceNow CMO Michael Park explains why companies need to have purpose-driven marketing.

Transcript

00:00 I think the whole adage of traditional B2B marketing changed post-COVID.

00:06 And I think that the starting lines were redrawn for what B2B marketing should be and can be in a post-COVID world.

00:16 In the old world, there was a very central motion.

00:19 It was very event and field driven about how you create a high touch motion.

00:24 When COVID hit, a lot of that went away because nobody was going to events.

00:29 So the opportunity to really rethink how do you bring the best of digital together,

00:33 how do you bring all these things together, and how do you bring it together in a way that really matters for people.

00:39 You've got to connect not just to the mind, but to the heart.

00:43 And you have to do that with a sense of purpose where you're connecting with your customer's customer

00:48 and how you help our customers help their customers.

00:53 And we just felt that doing so required us to really rethink marketing all up.

00:59 And that started with redefining our brand, which we redefined as The World Works with ServiceNow.

01:05 And we set that as a purpose of the company for how ServiceNow is going to help the world work better.

01:10 And it aligns the entire employee base to this purpose for the brand being the purpose and the purpose being the brand.

01:17 And it helps to have a great CEO who really understands that.

01:21 So as we drive that, that also becomes a rallying cry for how we create the movement with our customers and our partners.

01:28 Because we spend a lot of time thinking about what are we trying to do for them?

01:32 What are the outcomes that we can help with?

01:35 And how do we create conviction and purpose around those outcomes?

01:40 Not just around the facts and the features of the product,

01:43 but the emotional connection of what that outcome can actually create for the customer or the customer's customer.

01:50 So a great example of that would be the work we recently did with Gov.us and Goldman Sachs

01:55 around helping displaced folks out of the war get placed into the U.S.

02:00 People would say, "Well, ServiceNow is a software company, a SaaS company. What did that have to do with anything?"

02:05 Well, we saw a need. We worked with Goldman Sachs.

02:08 We put the technology in place.

02:10 And we helped a public sector entity help others place using our technology.

02:16 And that story just felt great.

02:18 It delivered tangible results to people in need.

02:20 It helped people feel a greater purpose.

02:23 And it tied to our brand values.

02:25 The whole story ties in the interest of keeping ServiceNow focused in how we help our customers help the world work better.

02:33 And I think those kinds of values matter.

02:35 People are more purpose-driven than they've ever been before.

02:38 And creating the common bond of the purpose will also help customers want to do business with ServiceNow.

02:45 because the value match just helps align interests.