ServiceNow partnered with Arizent for an omnichannel sponsorship program centered around an editorial research report from American Banker and Financial Planning. The always-on nature of the campaign provided ServiceNow with the opportunity to be in the market with relevant content, on a regular cadence, to engage and educate their target audience over an extended period of time.
Read more about the full campaign and its reach.
For years, creating a standout piece of B2B content was already challenging enough. Now, with AI tools churning out articles, social posts, and even entire white papers in minutes, the market is swamped with new content every day. Buyers and senior decision-makers rarely have the time—or the patience—to sift through it all. In an AI-flooded world, any veneer of "quality" can seem suspect if readers sense it might be auto-generated.
The decline of traditional search marketing is becoming impossible to ignore. Not long ago, a robust SEO strategy served as the backbone of inbound lead generation, supplying a steady flow of site visitors and form fills. But as AI-driven search evolves, many businesses now watch their organic traffic vanish—sometimes dramatically—because search engines are surfacing direct answers or relying on large language models (LLMs) to summarize content, causing fewer clicks to reach content-rich websites and publishers.
AI-driven search is rewriting how buyers find answers, and it's forcing a major change in how we think about inbound.