At Knowledge 2025, Cloud Wars analyst Tom Smith sits down with Nalina Athyantha, SVP, Enterprise & Field Marketing, ServiceNow, and Kate Mackie, Global Marketing Lead, Partner, the EY organization. They talk about how B2B companies like ServiceNow and EY are integrating brand and demand strategies and using consistent messaging, trusted partnerships, and AI-driven marketing to build customer relationships and drive growth.
Highlights
Evolution of Brand and Demand in B2B Marketing (00:20)
Athyantha from ServiceNow explains the importance of integrating brand and demand, sharing that 81% of purchases come from a “day one list” of trusted companies. Brand awareness ensures companies are top of mind for potential customers, connecting brand messaging to demand campaigns. The discussion touches upon consistency in brand messaging and the integration of AI in both brand and demand strategies.
Practical Strategies for Integrating Brand and Demand (03:55)
Athyantha shares a practical strategy using the example of ServiceNow’s brand campaign featuring Idris Elba. The campaign focuses on the message “putting AI to work for people,” which is then translated into demand campaigns that prove AI’s value. Athyantha advises staying consistent with a specific message to avoid diluting the brand’s core value proposition. They discuss starting with a simple, clear message.
EY’s Perspective on Brand and Demand Integration (07:23)
Mackie talks about EY’s mental and physical availability for clients, as well as the need for trust and heritage in building client relationships. Athyantha describes how consistency in messaging ties into demand campaigns, using ServiceNow’s AI platform as an example.
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Partner Marketing and Its Role (07:37)
Partner marketing is crucial for driving customer success and building trust. Mackie says that EY’s human-centric mission aligns well with ServiceNow’s brand message. They focus on how solving real problems and having trusted partnerships drives partner marketing success.
Future of B2B Marketing and AI (09:17)
Athyantha predicts that AI will drive efficiency in marketing, making campaigns more relevant and effective through data-driven insights. Athyantha mentions the potential for AI agents to automate campaigns and demand activations, enhancing the overall marketing strategy. EY’s platform approach integrates people, process, and technology. Mackie explains the significance of emotional resonance in brand messaging.
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