Humanity Sells

This year's report underscores the need to position ServiceNow not only as an IT platform but also as a global business platform that touches every function of an organization. Newly added workflows have enhanced employee engagement and elevated customer experience, but what about marketing? Despite driving substantial influence over market recognition, customer sentiment, and overall revenue growth, marketing often remains isolated from the rest of the enterprise — until now. 

Hear how Ben Person, Co-Founder and CEO of Tenon, is working to empower marketing teams with tools for connectivity and collaboration, enable marketing leaders to make informed, data-driven decisions, and ultimately, unite and expand global enterprises with a Marketing solution built on ServiceNow.

Decentralized marketing may sound jargony, but it's real, it works, and it may be the answer for your business as you look to market new products or offerings in new categories. 

The most successful way to influence a given market is to understand the needs and pains of the market and to speak directly to these emotions. Obvious, but accurate. 

This becomes incredibly difficult, however, for large organizations that speak to hundreds of markets and across various verticals. Think about a large consulting firm—they’re known for accounting but want to break into healthcare. Can they leverage their existing brand recognition in a new space? If so, how?

This episode explores how decentralized marketing can help businesses reach new audiences by telling better stories with smaller, specialized creative teams.

On today’s episode, Brandon takes a walk with marketing legend Bob Hutchins—a 20+ year veteran in brand, marketing, and business growth. Bob is the CMO of EKOM, an enterprise AI/SEO tool. He has authored several books on digital media marketing and currently hosts a podcast called The Human Voice. 

Listen in as we explore Bob’s take on what it truly means to win as a CEO in 2024. We’ll dig into the power of SEO and AI combined and discuss Bob’s human-centered take on the fundamental truths of marketing for enterprise leaders, B2B marketers, and revenue stakeholders.

Generic solutions and half-baked concepts no longer cut it. 

Matt Stoyka, CEO of NewRocket, a full-service ServiceNow Elite Partner, chats with Nate about how to apply verticalization to build better and more meaningful industry-specific solutions. Matt has been at it for 25+ years working as an entrepreneur, business coach, and enterprise leader for a handful of service-based businesses, so he has a lot of value to share. Listen it to learn how true empathy can lead to understanding —which can help create better content, provide stronger value, and secure greater growth.

Not sure there’s a benefit in humanizing your brand? Your workforce might beg to differ. In today’s episode, Nate and Brandon discuss the rising stars at most organizations: Millennials and Gen-Zers. And surprise, surprise --- what motivates them isn’t what motivated the generations before them. Listen in to learn the value of a mission statement and how this simple step can help strengthen retention rates and keep your employees excited about their future with your company.

Our host, Brandon Triola, sits down with Natalie Tollefson from Optimum Healthcare IT, at the State of Service Now Summit 2023. They discuss the 3 keys for users of Service Now to be able to prove their return investment to help enable advocates for the SN platform.

Attention ServiceNow partners looking for new ways to stay relevant in the ServiceNow ecosystem -- this one's for you. Don’t miss our sessions with Michael Nordstrom, Director of America’s Partner Marketing at ServiceNow, as he discusses how his team can help partners scale, add value, and drive marketing initiatives to build their business around ServiceNow in his 1:1 session with Nate, “5 ways partners can remain relevant in the NOW ecosystem.”

What can technology consulting businesses learn from winemakers? Imagine you get to be a winemaker for a month. Your vineyard, your grapes, and your product are all incredible. You know it. Your team knows it. But how do you convince the shopper in the grocery aisle to know it? Why should this buyer pick YOUR bottle amidst the hundreds of others on the shelf? What do successful winemakers do? The answer can be found in their packaging design. 

In this episode, we explore a popular drink that's murdering the beverage market. This drink is a standout example for how to take a product similar to its competitors and creating packaging design so unique, so memorable, and so compelling it’s hard to look away. Tech leaders & digital transformation consultants looking to break apart from their competitors can apply our actionable steps to start seeing results amidst a crowded market. Listen in for more!

The fight for attention has never been more intense. Trust is now the equity that no tech consulting brand can afford to not invest in. As human interactions become more digital, how can marketing and brand leaders instill trust with their audience? In this episode, Nate and Brandon discuss how trust is still transferred person to person, and offer up actionable steps for building meaningful relationships with decision makers at the market level. Hint: your subject matter experts and practice leads should come out from behind the curtain—they are the key to connecting with your audience in a substantive way, and this is where your budgeting dollars should go. 

Like every good movie you've ever watched, all successful stories start with this ONE thing - a human-centered story.

In this episode, Nate and Brandon offer up the 7 steps to human-centered storytelling, starting with your target audience’s problem and landing with a clear picture of how life could improve for your audience if they follow your guidance — or take a tragic turn if they don’t.

This episode is meant to be actionable. Listen in and discover how to differentiate sympathy and empathy in your marketing, see why “learn more” as a concept is not a valid call to action, and learn how to use our storytelling framework as an immediate differentiation strategy in your brand and marketing strategies.