ServiceNow - Best B2B Event

Company: ServiceNow, Santa Clara, CA
Company Division/Group:ServiceNow Strategic Events
Company Description: ServiceNow (NYSE: NOW) is making the world of work, work better for people. Our cloud based platform and solutions deliver digital workflows that create great experiences and unlock productivity for employees and the enterprise. For more information, visit: www.servicenow.com.
Nomination Category: Event Categories
Nomination Sub Category: Corporate & Community - B2B Event

Nomination Title: Now at Work 2020

The Now at Work global events are a series ofone- totwo-day live events ServiceNow has hosted in our 10+ top markets since 2012. For 2020, our vision was to create regional digital broadcasts where our attendees to see, feel, hear, and connect through simple, human, engaging experiences.

We were given the green light to push the innovation envelope and explore new engagement models and platform capabilities:

-Following the sun on October 6, we started in Tokyo, and delivered nine back-to-back events over18hours, ending in the Americas. Each program had its own specialized mix of content to support that local market.A tenth event was broadcast to the ANZ market on October 15.
-While the majority of the content was pre-recorded, we experimented with live content in some markets.
-For the first time, we aligned a major product launch—ServiceNow Now Platform®Paris release—with Now at Work out of respect for our customers’ time and to provide a richer launch experience.

Our business goals were to create and accelerate pipeline, drive customer success, and build brand affinity.We set out tocreate a digital experience with the appropriate balance of global consistency and local flavor.

The Now at Work 2020 Digital Experience offered a “hear it here first” Now Platform Paris release keynote and 20+ “What’s New in Paris” deep-dive breakout sessions plus Return to Workplace, Customer Stories, and Now Value “featured” channels. Each market then built out their programming with a local host, special guest Spotlight speakers, and relevant industry, workflow-specific, and sponsor channels.

In order to personalize content to specific regional audiences, wecreated unique,localized landing pagesfor each market.Translation/closed captioning enabled the entire global audience to consumeall content, in addition to their local market programming.

Upon login,attendees were greeted by a local host who introduced the Now Platform Paris release keynote with ServiceNow Chief Innovation Officer Dave Wright.

Following the keynote,they could then navigate to exciting Thought Leadership sessions with guests such as Earvin “Magic Johnson, Phil Carter (IDC), and Adam Goodes.

Afterward, the learning and engagement continued via innovative experiences:

Digital Booth Experience—Offered live demos, chat sessions, resources, and ServiceNow swag. 900+ visitors stayed an average of 15minutes.
Executive Networking—Invitation-only experiences including an interactive and immersive “Innovation Experience” turning business challenges into solutions in real-time, as well as customized virtual networking. Resulted in 87 executive engagements.
Live Closing—This talk show-style session was hosted by Australia media personalities Tony Squires and Lisa Wilkinson and featured ServiceNow VP ANZ David Oakley and special guests—sportssuperstars Adam Goodes and Richie McCaw. Broadcast live from NEP studios in Sydney, the stage was custom designed for ServiceNow.

https://en.wikipedia.org/wiki/Adam_Goodes
https://en.wikipedia.org/wiki/Richie_McCaw

With over 250+ hours of content and 879,234 minutes of content viewed, there was truly something for everyone.

Alignment with the Now Platform Paris release launch made our event uniquely successful this year.The Now at Work 2020 Paris release keynote reached 13,000+ global attendees which was 2.5 times greater than our March 2020 product release broadcast.And,registration grew18% year over year, with 4,000+accounts attending.