With Knowledge 2025, ServiceNow’s largest annual customer event, happening next week, we had the chance to speak with Colin Fleming, the Chief Marketing Officer of ServiceNow. He shared an in-depth overview of what to expect from this significant tech conference, offered tips on how to make the most of the experience, and shared his insights on what attendees can take away from the event.
Core Themes
“It’ll all be [anchored] in the idea of AI plus data plus workflows,” says Fleming. “We think those three technologies coming together is where the magic happens.” Knowledge 2025 will demonstrate how ServiceNow is enabling its customers to put AI to work with a focus on adoption and customer success.
“We’re excited to see some cool customer success stories along the way and some killer new technology from us,” explains Fleming. One area of technology that will see a major focus is CRM, “You’re going to see us enter the CRM market officially,” says Fleming. “You’re going to see us rethink CRM to be a more modern interpretation of it from where it’s been. And I think that’s a really exciting moment for our customers as well as for the company.”
Beyond this, explains Fleming, ServiceNow will be doubling down on its position as a platform company, “Amit Zavery is our new Chief Product Officer and COO and has brought a fresh perspective and a more open platform, really built for the agentic era.”
“This is going to be our biggest Knowledge ever,” says Fleming. “We’ve returned to 20,000 plus attendees, which is amazing. It’s a big show for us, and a big moment for us as a company.”
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Customer Focus
Knowledge 2025 will showcase ServiceNow’s commitment to customer success and giving companies the opportunity to really put AI to work. “So much of the technology industry is talking about AI for AI’s sake, but not really thinking about actual use cases and adoption,” says Fleming.
“So, you’re going to see more customer success stories, more technology and services handling the mundane, so people can focus on the really important stuff…ultimately we’re building technology for people.”
This customer-centric approach has seen ServiceNow shift its focus to ease of use, adoption, and openness, ultimately meeting its customers where they are. “We believe that the industry has become far too closed off and far too introspective in their worlds…we have always been that company that connects the unconnected,” explains Fleming.
Top Tips for Attendees
Fleming gave his top tips on how attendees could maximize their time at Knowledge 2025, “Number one is [to soak up] our main stage moments, the major keynotes, as well as the luminary sessions. We’ve got an incredible list of luminaries.”
Fleming explains that while it’s important to have a schedule ahead of the event, attendees should leave room for “magic.” By that, he means taking the time to network with peers and build relationships but also leaving time to get hands-on and get lost in the technology.
“There’s something for everybody,” he explains. “You’ll see in-depth AI; you’ll see culture; you’ll see a special moment that we can’t announce yet but will be unlike [anything] you’ve seen from any of our peers, which is really amazing.
“You’ll see the ability to get hands-on with [AI] agents for the first time. You see so many philosophical conversations around agents, but you’re gonna be able to touch and feel the technology.
“I do think that that’s where the magic happens in these types of events when you really just get a chance to feel it for yourself.”
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