Leveraging Humanity, Behavioral Science, and Creativity in B2B Marketing: ServiceNow’s Approach

Thu, 29 May 2025 00:00:00 -0400
Leading Edge

B2B branding isn't broken, but the playbook most companies use is badly outdated. At this year's BRITE Conference at Columbia Business School, Jim Lesser, Chief Brand Officer at ServiceNow, made a compelling case for why B2B brand building must evolve, and how his company is doing just that.