Consumers are now accustomed to a minimum quality of user experience when interacting with technology, and the workplace is no exception. ServiceNow Inc., a business operations management company, started by consumerizing information technology service management experience and is quickly expanding to other operations, including human resources and customer success. The company’s approach to marketing is also shifting toward a consumer strategy with an inbound lead funnel and a focus on customer success.

“Now Platform basically is a set of services that deliver great user experiences. … We create great work flow underneath so that all of those activities are orchestrated across the organization. And then great service intelligence so that over time, we’re predicting things and recommending things. Just like you have with your consumer services today, we’re bringing all of that to the enterprise,” said Dan Rogers (pictured), chief marketing officer at ServiceNow.

Rogers spoke with Peter Burris (@plburris), host of theCUBE, SiliconANGLE Media’s mobile livestreaming studio, at theCUBE’s studio in Palo Alto, California, to discuss his role as chief marketing officer in the ever-changing business-to-business landscape.

The evolving role of a CMO

Roger’s role as CMO has evolved from traditional ad campaigns to a consumer growth mindset. Business-to-business marketing strategy now involves generating an inbound funnel delivering leads to the sales organization, in the same way consumer marketers focus on growth funnels with landing page optimization, A/B feature testing, and retention metrics, he explained.

“A lot of what marketers are doing is providing the pipeline to the sales team, and that has a funnel mindset, a discipline around how much is converting at each stage. Why’s it converting? What’s not converting? Where are the leads going, which leads are the most effective, and where should we ultimately spend differently to help get those leads into meeting and onto our sales teams so that they can execute against the opportunities,” Rogers said.

The ServiceNow marketing team does not stop once a lead is generated though. The company maintains a 97 percent renewal rate for its subscription-based products, which is well above industry standards, according to Rogers. The key to such a high retention rate is a fixation on customer success that permeates throughout the entire company into the marketing organization, where Rogers’ team pays close attention to all customer interactions. 

“Obviously, from a web perspective, we have really good fidelity on where our customers are going, what they’re interacting with. … We also have a lot of physical-world interaction. … Not a single field activity that my team does is without a customer. So, every time, we’re getting that rich insight,” Rogers concluded.

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s CUBE Conversations.

Photo: SiliconANGLE