ServiceNow selects Adobe Experience Platform to advance B2B customer experience

ServiceNow has selected the Adobe Experience Platform, part of Adobe Experience Cloud, to deliver a better B2B customer experience.

By Julia Sarmiento

Posted on 04-27-2021

Today, Adobe is announcing that ServiceNow has selected the Adobe Experience Platform, part of Adobe Experience Cloud, to deliver a better B2B customer experience. ServiceNow, the leading digital workflow company that makes work, work better for people, has seen digital acceleration increase in importance with COVID-19. In a work environment that’s still heavily distributed, connected digital workflow solutions such as those offered by ServiceNow are key to productivity, collaboration, great experiences and business success. As a key component to ServiceNow’s go to market efforts, Adobe Experience Platform will bring engaging and relevant interactions for their nearly 7,000 enterprise brands across every touchpoint, including visiting ServiceNow.com and tailored emails.

Historically, business-to-business (B2B) brands have lagged behind business-to-consumer (B2C) counterparts in relation to customer experiences, but as buyers’ expectations rise, ServiceNow will challenge B2B norms. Despite rising expectations, brands are often paralyzed from delivering in-the-moment personalized experiences with stale data across siloed systems and complicated integrations. Adobe Experience Platform, the industry’s only open and extensible platform, will help ServiceNow have a more complete view of each customer by bringing together disparate data sets through a common data language, so they can drive better engagement. ServiceNow will be able to contextually interpret this information in milliseconds, and deliver compelling experiences immediately.

“As today’s work is driven by a digital-first mindset, there’s an added urgency for a compelling experience at each step in a customer’s journey,” said Susie Emmerling, vice president of marketing operations at ServiceNow. “Adobe Experience Platform will help empower our team to understand our customers better, ultimately resulting in more personalized and valuable engagements — a powerful tool for any brand looking to succeed today.”

“With every business shifting to digital, ServiceNow’s modern enterprise workflows are mission critical,” said Anjul Bhambhri, ‎senior vice president, Adobe Experience Cloud. “ServiceNow’s trust in Adobe Experience Platform to leverage technology that helps create personalized customer journeys at scale, and in real-time, will be paramount to their success.”

Within Adobe Experience Platform, ServiceNow will utilize the B2B Edition of Adobe’s Real-time Customer Data Platform, the only CDP that empowers brands to act on customer data pulled from any source in real-time. ServiceNow and Adobe have a longstanding partnership through Adobe Marketo Engage, Adobe Experience Manager and Adobe Analytics — by leveraging Adobe Experience Platform, ServiceNow is breaking down data silos within their organization.

Topics: Customer Stories, Enterprise Customers, Adobe Summit, Insights & Inspiration, Digital Transformation, B2B, Experience Cloud

Products: Experience Platform, Analytics, Experience Manager, Marketo Engage, Experience Cloud, Adobe Summit