How To Turn ServiceNow CRM Data Into Marketing Wins

When marketing teams underuse customer relationship management (CRM) data, the effects are immediate: Bland messaging, slow campaign execution, and weak alignment between marketing and sales. The insights are there but locked inside siloed systems and fragmented workflows, where they’re impossible to act on.

For teams using ServiceNow, the issue isn’t a lack of valuable raw customer data but the inability to turn it into clear, actionable insights. Tenon solves this issue by consolidating ServiceNow data into a visual, marketing-ready framework that’s built to work the way marketers do. 

Built to work natively within the ServiceNow ecosystem, Tenon gives marketers the tools to activate CRM data, powering more relevant messaging, faster execution, and better results across the entire customer journey.

Let’s look at how marketing teams can close the gap between insight and action, and how Tenon makes it possible.

ServiceNow CRM data is a goldmine for marketers

ServiceNow CRM data holds a wealth of valuable insights that can transform marketing strategies. It captures customer behavior patterns, like how they interact with your website or respond to emails, tracks their position in the customer lifecycle, and records engagement across touchpoints, from initial outreach to post-purchase customer support. 

This depth of customer information helps you create stronger connections with audiences through:

• Personalization: Deliver tailored marketing messages based on customer preferences and behaviors, increasing engagement.
• Lead nurturing: Guide prospects through the sales funnel with timely, relevant messaging that addresses their needs.
• Audience segmentation: Group customers by shared traits, like purchase history or engagement levels, for precise targeting.

While the information is all there, a lot of marketers struggle to put it to use. Disconnected tools, manual processes, and limited visibility into customer interactions can keep teams from translating insights into targeted campaigns. 

Without a unified approach, even the richest data gets underutilized, leaving marketers stuck with generic outreach that doesn’t move the needle.

The gap between insight and action

The disconnect between CRM data and marketing execution typically stems from fragmented tools and workflows. Data scattered across CRM systems, marketing automation platforms, web analytics, and sales tools creates silos that keep you from getting a unified view of the customer journey. 

You might see email opens or site visits, but without viewing the data in the context of deeper business signals, like product usage, lifecycle stage, or sales activity, it’s hard to create meaningful, targeted marketing campaigns.

Manual processes add to the problem. Exporting lists, cleaning spreadsheets, and manually syncing data across platforms wastes time and introduces errors. Siloed teams work with incomplete information, leading to misaligned marketing efforts and inconsistent messaging. 

These friction points slow campaign execution, dilute personalization efforts, and keep marketers from capitalizing on real-time opportunities. Tenon addresses these challenges by unifying customer data and streamlining workflows. 

With Tenon, teams can organize and segment contact lists, design and launch email and SMS campaigns, and track performance, all while staying connected to live ServiceNow CRM data. Plus, it’s easier to prove marketing value with shareable dashboards, campaign performance metrics, and automation insights.

How connecting Tenon to ServiceNow bridges the gap to better marketing

Tenon transforms static ServiceNow CRM data into dynamic, campaign-ready insights. As a native-built ServiceNow application, Tenon eliminates the need to toggle between tools or rely on clunky technical workarounds. 

You can access customer data like purchase history, behavioral triggers, and lifecycle stages directly within a marketer-friendly interface, enabling faster, more informed decisions. This connection reduces friction, aligns teams, and empowers marketers to execute campaigns that deliver results.

Benefits of connecting Tenon and ServiceNow

Connecting Tenon with ServiceNow doesn’t just streamline workflows. It fundamentally changes what’s possible with your CRM platform data. The combination unlocks measurable improvements across core marketing priorities through:

Scalable personalization

Personalization is no longer optional, not when 89% of business leaders say it’s critical to their success, and 81% of consumers expect personalized marketing experiences. But delivering that level of relevance at scale is still a major challenge.

With Tenon, you can put ServiceNow’s rich CRM data to work for targeted, behavior-based marketing. Think emails, landing pages, and SMS campaigns that respond to individual actions, like recent purchases or website activity. Tenon’s marketing tools make it easy to scale these efforts across thousands of potential customers—without the manual lift.

Faster campaign turnaround

When resources and data live in different systems, campaign execution slows to a crawl. Tenon speeds up the process by centralizing the CRM tools marketers need for design, automation, segmentation, and reporting, putting them all in one place. 

With tools like drag-and-drop journey builders and pre-built templates, you can design and deploy email marketing campaigns without juggling multiple platforms. Campaigns go from concept to launch in less time, and teams waste less energy on file transfers and manual updates.

Better ROI

Marketing impact becomes measurable when CRM data stops being passive. Tenon turns data into actionable insights, highlighting what works, where the gaps are, and how marketing is contributing to revenue. 

Instead of relying on disconnected dashboards, you can identify high-value customer segments, optimize campaign timing, and measure revenue influence for better ROI.

Don’t let your CRM data sit idle while your marketing campaigns underperform. Book a demo to see how Tenon can help you put it to work where it counts.

Improve campaign precision with better segmentation

Relevance starts with segmentation. And while most CRM software offers some list management tools, they rarely sync deeply with CRM fields or reflect live customer behavior. Tenon gives you precision targeting based on both CRM attributes and real-time behavior. Here’s how:

Smart list management

Tenon empowers marketers to build smarter, more effective audience segments by combining rich CRM fields and real-time behavioral data from ServiceNow. 

Whether you're targeting based on industry, demographics, account size, or recent customer support activity, Tenon’s list management features make it easy to define dynamic segments that reflect current customer states, not outdated snapshots.

Instead of relying on static exports or juggling spreadsheets, Tenon’s lists update automatically as contact information changes. If a lead moves to a new lifecycle stage, engages with a campaign, or logs a new support ticket, their segmentation status updates in real time. Ensure that every campaign targets the most accurate audience possible, without wasting time on constant list maintenance.

Reach the right audience

Targeting becomes much more effective when it’s based on live, contextual data. Tenon gives marketers access to real-time signals from ServiceNow, enabling personalized marketing that reflects up-to-the-minute customer needs and behaviors. 

Whether a prospect just scheduled a meeting or submitted a support ticket, Tenon makes that customer insight actionable instantly. This real-time responsiveness supports sharper segmentation and more timely follow-up, but the real advantage goes further. 

Tenon’s deep, native connection with ServiceNow opens the door to highly customizable data sharing from sales and customer success teams. Marketers get access to frontline insights like deal status, renewal risk, or customer satisfaction scores that are typically locked inside departmental systems.

Instead of siloed workflows, teams can collaborate around a shared view of the customer. A flagged churn risk can trigger a retention campaign. A newly closed deal can prompt onboarding nurture. Tenon makes these cross-functional strategies possible, helping marketing support the entire customer journey with precision and speed.

Launch campaigns faster with built-in automation

Speed matters in modern marketing, especially when customer behavior is constantly shifting. Tenon’s automation features help teams move from idea to execution without delays, combining intuitive marketing tools with powerful capabilities that streamline every stage of campaign delivery.

Streamlined journey builder

Designing and launching campaigns shouldn’t require switching between tools or waiting on technical support. 

With Tenon’s journey builder, marketers can create multichannel campaigns using a simple drag-and-drop interface. Every journey can include conditional logic, behavioral triggers, and real-time decision points, so messaging adapts automatically based on how contacts engage.

Need to trigger a follow-up SMS when someone opens an email? Send a nurture sequence only to prospects who’ve reached a specific lifecycle stage? Tenon makes it easy to set up those workflows visually, test different paths, and optimize campaigns before they go live. 

Marketers get the flexibility to build sophisticated, responsive journeys without writing code or relying on IT, making fast, personalized engagement the norm.

Create a unified customer view for better team alignment

Marketing doesn’t operate in a vacuum, and neither should your data. 

Tenon centralizes ServiceNow CRM insights into a shared platform where marketing, sales, and customer service teams all have access to the same real-time customer information. This unified perspective eliminates data silos and makes it easier for every team to act on the latest customer interactions.

When everyone works from the same set of insights, it’s easier to collaborate, coordinate outreach, and avoid duplicated efforts. 

• Marketing teams can tailor campaigns based on service tickets or sales processes.
• Sales teams can follow up on recent campaign engagement.
• Customer service teams can proactively respond to at-risk accounts without guesswork.

This kind of alignment leads to tangible business growth. Just ask Summit 7, a managed services provider (MSP) for DoD contractors. When they used Tenon to create a centralized platform for more seamless interactions, they increased revenue, aligned sales and marketing teams, and clearly proved marketing value. 

A major retail brand also maximized earnings by unifying its marketing and sales teams around a single customer data source, leading to better customer targeting and engagement, increased cart size, and improved ROI.

Ensure data integrity

Data-driven marketing only works when the data is accurate, timely, and consistent. As a native ServiceNow solution, Tenon ensures full alignment between marketing activity and customer data, eliminating the mismatches and sync issues that often come with third-party connectors or custom integrations.

Because Tenon operates within the ServiceNow ecosystem, there’s no need for manual exports, delayed syncs, or complex data pipelines. Marketers always work from the most current customer information, whether it's a lifecycle update, a recent product interaction, or a change in account status. This real-time connection ensures campaigns are powered by live data, not yesterday’s snapshots.

That level of reliability builds confidence across teams. Marketers can segment and personalize with precision, knowing the inputs behind their campaigns are accurate. And when performance is measured, results reflect what’s actually happening, not outdated or disconnected metrics. With Tenon, clean data is the foundation of everything marketing delivers.

Make your CRM work harder with Tenon

ServiceNow CRM data is invaluable, but without the right tools, it gets trapped in silos, leaving marketing teams stuck with generic campaigns and slow execution. Turning this data into actionable insights is the key to delivering personalized, timely, and revenue-driving marketing that truly connects with customers. 

Tenon breaks these barriers by seamlessly connecting with ServiceNow to give marketers real-time access to unified customer data and powerful automation tools. This empowers teams to execute campaigns faster, with precision and confidence, and take advantage of the full power of their CRM investment. 

Don’t let your valuable CRM data go unused. Book a demo today and see how Tenon can transform your marketing efforts.

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