ServiceNow, a Fortune 500 company, focused on expanding customer success through its partner ecosystem by leveraging partner marketing and collaboration with TechTarget. By appointing Ashley Eikenberry as Director, Partner Marketing, they aimed to enable partners to create more value for customers using ServiceNow solutions. Despite challenges like a crowded ecosystem and a nonlinear digital buyer's journey, ServiceNow developed effective "white box" marketing programs, increasing campaign capacity by 300% and generating over 3000 leads annually across partners, impacting pipeline growth by over 30%. This strategy involved targeted account engagement, lead generation, and providing partners with insights for meaningful customer conversations.

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