Category: B2B Business

In B2B email marketing, high bounce rates erode sender reputation and throttle deliverability, but data marketers can achieve 95%+ rates by rigorously verifying and segmenting technology user lists targeting platforms like Oracle, ServiceNow, and AWS. Bounce rates above 2% signal issues to ISPs like Gmail, while under 1% ensures inbox placement. This guide outlines proven steps for data marketers handling enterprise software lists to clean data, boost engagement, and protect campaigns.​

Why Bounce Rates Hit Technology Lists Hard

Technology user lists often stem from scraped databases or vendor data, accumulating invalid addresses, disposable emails, and catch-alls that trigger hard bounces. Hard bounces from non-existent mailboxes damage reputation immediately, while repeated soft bounces compound risks. For B2B campaigns targeting ServiceNow or AWS users, poor hygiene leads to 5%+ bounces, slashing open rates and flagging domains.​

Unverified lists also include spam traps and toxic emails, inflating bounces by up to 95% without intervention. Data marketers see this in enterprise segments where job changes or mergers outdated 20-30% of contacts annually. Prioritizing verification upfront maintains list health and complies with GDPR for targeted outreach.​

Step 1: Verify Lists for Inbox-Ready Accuracy

Start verification with syntax checks, domain validation, and mailbox existence probes to flag invalids before sending. Tools like real-time APIs block fake signups and misspells at capture, ideal for building Oracle or ServiceNow lists. Bulk clean existing lists every 3-6 months, removing catch-alls and disposables that hide bounces.​

Segment pre-verification: Test small clusters per campaign, focusing on high-value tech segments like AWS admins. Reliable tools achieve 98% accuracy, projecting bounce drops to 0.8% post-clean. Integrate with CRMs for ongoing hygiene, ensuring 95% deliverability by weeding out 100+ risky addresses per list.​

Step 2: Segment by Firmographics and Technographics

Divide verified lists using firmographics like industry, company size, and revenue alongside technographics such as ServiceNow modules or AWS usage. For example, target IT decision-makers in finance using ServiceNow Change Management versus manufacturing with Asset Management. Behavioral layers—engagement history or intent signals—refine further, tailoring content to pain points.​

B2B tech lists benefit from NAICS/SIC codes and entity types for precise ICP matching. Psychographics like sustainability focus add relevance for enterprise buyers. Segmented campaigns see higher opens as messages align with specific needs, like Oracle users in healthcare.​

Segmentation Type	Criteria Examples	Tech List Benefit
Firmographic	Industry, Revenue, Location	Matches ICP for ServiceNow finance users ​
Technographic	Platforms (AWS, Oracle), Modules	Targets active users precisely ​
Behavioral	Engagement, Purchases	Boosts relevance, cuts soft bounces ​

Tools and Best Practices for Data Marketers

Power verification with platforms offering 98%+ delivery guarantees, inbox testing, and blocklist monitoring. B2B-focused tools integrate with ESPs for real-time checks during list builds. For segmentation, leverage attributes like job titles and tech stacks from verified databases.​

Run double opt-ins at capture and schedule hygiene quarterly. Authenticate domains with SPF/DKIM/DMARC to complement clean lists. Track metrics: Aim for <2% bounces, using insights to refine tech user targeting.​

Achieving and Maintaining 95% Deliverability

Combine verification and segmentation to reduce bounces 95%, as seen in cleaned lists dropping from 5% to 0.25%. Monitor sender scores and engagement post-send, re-verifying low performers. Data marketers targeting enterprise platforms gain ROI through sustained inbox rates and qualified leads.​

Consistent hygiene builds ISP trust, turning tech lists into revenue drivers. Start with a free verification trial today for immediate impact.

Email deliverability benchmarks tell you whether your campaigns are even getting a fair chance to be opened, and then open rates show how compelling your targeting and messaging really are. For data-driven marketers, treating both as core KPIs (not vanity metrics) is the fastest way to unlock more pipeline from the same list size and send volume.​

What email deliverability really means

Email deliverability is the percentage of messages that actually reach the inbox (not just “sent” without a hard bounce). It is influenced by your domain/IP reputation, authentication (SPF, DKIM, DMARC), engagement signals (opens, clicks, replies), and spam complaints.​

Globally, average deliverability for marketing emails sits around 83–84%, which means almost 1 in 6 messages never reach the inbox at all. For B2B, this is especially painful because every missed inbox is a missed account touchpoint across long sales cycles.​

Key deliverability benchmarks to track

Tests across multiple ESPs show an average deliverability rate of about 83.1% in 2024, with 10.5% of emails landing in spam and 6.4% going completely missing. Experts generally consider anything above 89% “good” and above 95% “excellent” deliverability for marketing programs.​

Regionally, performance varies: Europe averages ~80.2% deliverability, while Asia–Pacific is closer to ~78.2%, with India around 69.8% and markets like Australia and the UK approaching 98% due to stricter infrastructure and compliance maturity. For data marketers targeting multi-region databases, these gaps make inbox monitoring and regional segmentation non‑negotiable.​

Open rate benchmarks for B2B campaigns

Across industries, recent studies put the typical marketing email open rate roughly in the 20–28% range, depending on sector and list quality. B2B lists often perform around 21–22% on average, with technology and software hovering near 20–21%. Dedicated B2B and B2B tech analyses, however, show that high-performing programs can push average opens into the 30–40%+ range when targeting and content are tightly aligned.​

As a directional benchmark for B2B data marketers, aim for at least ~25% opens on nurtures and 30%+ on highly targeted, intent-based segments; anything consistently under 15–18% is a red flag either for deliverability or audience–message fit.​

Why deliverability and opens drop

Several structural shifts are driving lower inbox placement and more volatile open rates. Mailbox providers like Gmail now prioritize engagement quality over volume, aggressively de‑prioritizing senders with low opens, low replies, or complaint rates above roughly 0.3%.​

Technical gaps also hurt: missing or misconfigured SPF, DKIM, and DMARC records, shared IPs with poor neighbors, and failing to follow new sender requirements can quietly erode your domain reputation. On top of that, bloated, unclean databases with high bounce, spam‑trap hits, or purchased lists keep signaling to ISPs that your mail is risky, not wanted.​

How data marketers can improve deliverability

Start with the foundation: use a reputable ESP and ensure proper authentication (SPF, DKIM, DMARC) is fully aligned with your sending domains and subdomains. If you are scaling volume or running heavy outbound, consider a dedicated IP and a disciplined warm‑up plan rather than blasting thousands of contacts from a cold domain.​

Next, treat your database like a product: run regular hygiene to remove hard bounces, chronic non‑openers, and obvious role accounts, and avoid cheap purchased lists that mix spam traps with low‑intent records. For global data providers, segment lists by region and sending domain so you can tune cadence, content, and compliance (e.g., GDPR vs. non‑GDPR) without tanking your overall reputation.​

Tactics to lift your open rates

Once the emails are reliably reaching inboxes, opens are driven by audience, timing, and relevance. Personalization based on attributes, behavior, and journey data can lift open rates by 20–40% and push them as high as ~37% in some verticals. For B2B databases, this often means segmenting by firmographics (industry, company size, tech stack) and by funnel stage (MQL, SQL, customer upsell) instead of blasting the same newsletter to everyone.​

Subject lines and preview text still matter: concise, benefit‑oriented lines, clear value promises, and occasional curiosity beats generic “Newsletter #37” formats almost every time. Testing send days and times (with many B2B programs seeing stronger performance on Tuesday–Wednesday) plus throttling frequency to match engagement signals can help you stabilize and then improve open metrics over time.​

Turning benchmarks into a data strategy

For data marketers, benchmarks are not just vanity numbers; they define the health of your list product and your campaigns. Track deliverability, inbox placement, opens, clicks, spam complaints, and bounce rates per segment, per domain, and per region, then feed those insights back into your list building, scoring, and enrichment workflows.​

If you can keep deliverability above 90–95% and open rates consistently ahead of your industry’s 20–25% baseline, you are essentially compounding the ROI of every contact you acquire and every record you enrich. In a world of stricter filters and noisier inboxes, that compounding effect is exactly where data‑driven email programs win.

In the competitive world of technology marketing, the strength of your campaign often depends on the quality and recency of your data. A well-maintained database acts as the foundation for precise targeting, personalized communication, and effective demand generation. Yet, many technology marketers still rely on outdated or incomplete databases that silently drain ROI by increasing bounce rates, misdirecting campaigns, and weakening conversion potential.

Regularly updating your technology users database is not just a technical maintenance task—it is a strategic move that directly influences campaign efficiency, customer engagement, and ultimately, revenue growth.

Why “Data Freshness” Is the New Competitive Advantage

For B2B data-driven marketing, especially in technology sectors, data freshness determines how accurately messages reach the right decision-makers. Technology environments evolve quickly—employees switch roles, new vendors emerge, system integrations change, and company priorities shift.

According to industry studies, CRM and email marketing databases decay by nearly 30% every year. That means within months, a significant portion of your database could contain invalid emails, incorrect job titles, or outdated company information.

When marketers fail to update their databases regularly, campaigns become less efficient. Emails bounce, engagement drops, and sales teams waste time on low-quality leads. On the other hand, companies that invest in continuous data cleansing and enrichment experience measurable improvement in campaign ROI, accuracy, and cost per acquisition.

Fresh data empowers marketers to:

• Reach genuine prospects who are active in relevant roles.
• Craft offers that resonate with the customer’s current technology landscape.
• Reduce marketing spend lost on inactive or dead leads.
• Enhance trust through relevant and updated communication.

In short, an updated database becomes a living asset—constantly adapting to the evolving dynamics of your target market.

Common Symptoms of an Outdated Database

Before exploring how regular updates enhance ROI, it is worth understanding the hidden ways a stagnant database undermines marketing performance.

1. Rising Email Bounce Rates – Outdated emails or domain changes result in higher hard bounces, damaging your sender reputation and reducing deliverability.
2. Low Response and Conversion Rates – Contacts with outdated preferences or job changes no longer find your outreach relevant.
3. Wasted Sales Effort – Sales teams spend hours pursuing invalid or low-quality leads, leading to frustration and inefficiency.
4. Poor Segmentation – Erroneous or missing data makes it difficult to separate contacts by technology stack, company size, or decision-making level.
5. Compliance Risks – Inaccurate contact records may violate privacy or data regulations such as GDPR or CAN-SPAM, especially if unsubscribe preferences are not updated.

If any of these signs appear in your campaigns, it is likely time for a structured database update strategy.

The Direct Link Between Database Updates and ROI

Every marketing initiative—whether email outreach, ABM, or event networking—depends on data accuracy. Here is how database maintenance directly correlates with ROI for technology campaigns:

1. Enhanced Target Precision
Updated databases reflect the latest buyer information, helping marketers identify genuine prospects based on verified technology usage, recent company announcements, or role-based activity. This precision means your campaigns reach IT decision-makers when they are actively exploring relevant solutions.

2. Better Engagement and Conversions
Relevance drives engagement. A clean and enriched contact list enables campaign personalization tied to real-time needs, such as cloud migration, cybersecurity upgrades, or ERP modernization. These targeted insights lead to higher open and response rates and an improved conversion path.

3. Lower Marketing Spend
Every invalid or duplicate contact wastes budget—whether through paid ads, email sends, or CRM license costs. Regular database hygiene reduces waste by ensuring every touchpoint contributes potential value. Even modest improvements in deliverability can drastically enhance ROI.

4. Improved Attribution and Reporting
Accurate databases make it easier to map leads to campaigns, measure touchpoint performance, and attribute conversions correctly. Data clarity fuels smarter budget decisions across channels.

5. Greater Sales Alignment
A consistently updated database improves lead scoring and qualification. When sales teams receive leads enriched with current tech stack information and verified contact roles, conversion efficiency improves. This alignment strengthens pipeline predictability and shortens sales cycles.

Practical Approaches for Maintaining Database Quality

Maintaining a clean, updated database requires ongoing processes and reliable data governance. Below are best practices used by advanced data-driven marketers:

1. Automate Data Validation
Integrate verification tools and validation APIs that check email deliverability, domain health, and syntax errors in real-time. Automating this step prevents decay from compounding over time.

2. Enrich Contacts with Fresh Information
Enrichment tools can automatically update records with verified details such as company size, technology used, or recent funding rounds. B2B technology campaigns benefit greatly from enrichment data that reveals current software stacks or IT priorities.

3. Establish a Recurring Cleansing Cycle
Perform quarterly or biannual cleanups to remove duplicates, inactive emails, and irrelevant contacts. During these audits, refresh attributes like industry, role, or region to maintain segmentation accuracy.

4. Implement Role and Intent Tracking
Tracking role changes among existing contacts is crucial, especially in dynamic IT departments. Using intent-based signals or LinkedIn data, you can identify when key decision-makers move companies or engage with new topics.

5. Create a Data Ownership Culture
Encourage both marketing and sales teams to treat data quality as a shared responsibility. Implement data hygiene KPIs and provide easy tools to flag or correct inaccurate entries.

6. Leverage Third-Party Verified Lists
When expanding targeting to new markets, collaborate with credible third-party data providers who specialize in verified enterprise technology contacts. However, always cross-check and merge cautiously to avoid overwriting valuable CRM data.

Case Insight: ROI Gains Through Regular Updates

Consider a mid-size SaaS vendor running ABM campaigns across North America and the GCC region. Initially, their CRM contained over 70,000 contacts, but an audit revealed that nearly 40% were inactive due to outdated roles or company changes.

By investing in structured quarterly database updates—email validation, LinkedIn data enrichment, and technology stack verification—the vendor observed a 45% improvement in campaign deliverability and nearly doubled their response rate within six months.

Moreover, the cost-per-qualified lead dropped by 36% since sales teams focused only on verified, relevant prospects. This real-world shift highlights that data accuracy is not a one-time boost; it compounds over time, creating continuous ROI growth.

Integrating Data Governance into Your Marketing Workflow

Technology marketers can achieve sustainable results by embedding data governance practices within daily campaign workflows. For example:

• Integrate data validation APIs directly into CRM and marketing automation tools.
• Define data entry standards and mandatory fields for new leads.
• Schedule automated cleanup tasks aligned with campaign cycles.
• Analyze performance trends by database segment to detect decay patterns early.

When governance becomes habitual, your marketing machine operates on reliable intelligence rather than assumption.

Looking Ahead: Data Agility as the Future of ROI

With AI-led marketing, predictive analytics, and real-time targeting now mainstream, database integrity has become more vital than ever. Machine learning models rely on accurate, current data to make precise recommendations. If your inputs are stale, even advanced algorithms deliver weak outputs.

Regular updates support data agility—the ability to adapt, refine, and act on insights quickly. Companies that embrace this mindset treat their databases not as static assets but as evolving ecosystems that continuously drive measurable results.

Final Thoughts

For data marketers in the technology sector, the equation is simple: accurate data equals effective campaigns. Regular database updates unlock higher ROI by ensuring precision, engagement, and efficiency across every marketing channel.

In a crowded B2B technology market, success often comes down to how quickly and accurately you connect with true decision-makers. Keeping your technology users list current is no longer optional—it is the foundation of sustainable marketing growth.

In today’s fragmented digital landscape, B2B marketers face a constant challenge – delivering unified messages across multiple channels while targeting precision-driven segments like ServiceNow users. These buyers are typically tech-savvy decision-makers in IT, operations, and enterprise automation roles, making personalization and relevance key to engagement.

For data marketers, integrating email marketing with social outreach amplifies visibility, strengthens brand recall, and drives higher-quality conversions. This blog explores practical strategies to merge email and social media efforts to create a consistent and data-driven outreach campaign for ServiceNow audiences.

Understanding the ServiceNow Audience

Before integrating multi-channel tactics, it’s essential to understand who ServiceNow users are. They are enterprise professionals who rely on the cloud-based platform for digital workflow automation, IT service management, and operational efficiency.

Common personas include:

• CIOs and IT Directors focusing on digital transformation and process automation.
• Service Delivery Managers and ITSM professionals seeking intelligent solutions to optimize IT workflows.
• Operations and HR professionals leveraging ServiceNow for internal service efficiency.

A sales or marketing approach targeting this segment needs to be deeply educational, emphasizing ROI, integration capabilities, and workflow optimization rather than promotional noise.

The Power of Multi-Channel Integration

Relying on a single channel is no longer effective for complex B2B decision-making journeys. While email offers precision targeting and measurable results, social media builds awareness, trust, and community engagement. When these two channels operate in sync, they create a self-reinforcing ecosystem where visibility leads to engagement, and engagement nurtures conversions.

Integrated multi-channel marketing enables you to:

• Improve campaign frequency and consistency without redundancy.
• Leverage behavioral data from both email and social touchpoints for personalization.
• Reinforce brand authority through cross-platform messaging.
• Generate higher quality ServiceNow Users leads by nurturing awareness and intent simultaneously.

Step 1: Unify Data Sources for Personalization

A successful integration begins with data alignment. Your CRM, marketing automation platform, and social analytics tools must feed into a unified database that identifies ServiceNow users and segments them based on industry, job role, and intent signals.

Data marketers should:

• Enrich email lists using third-party data providers specializing in software user databases.
• Match service segments with corresponding social audiences on LinkedIn and X (formerly Twitter).
• Capture engagement metrics across platforms – open rates, click-throughs, reactions, and comments – to inform unified audience profiles.

The end goal: a single view of the customer journey that tracks every interaction across email and social channels. This enables consistent messaging and more intelligent retargeting.

Step 2: Align Messaging Across Channels

ServiceNow users are busy professionals who respond best to clarity and value-driven communication. Ensuring your message remains coherent across email and social is critical.

• Email Campaigns: Focus on detailed educational narratives such as workflow optimization case studies, platform integration insights, or enterprise ROI examples.
• Social Outreach: Use concise, visually engaging content like thought-leadership snippets, infographics, or short-form videos promoting similar themes.

For example, if your email newsletter highlights “5 Ways to Automate IT Service Workflows with ServiceNow,” your LinkedIn post could feature a carousel with the key points summarized visually, linking to the full article. Consistent thematic alignment creates familiarity, reinforcing brand presence across platforms.

Step 3: Use Sequential Campaigns to Build Momentum

A unified campaign should follow a sequential communication strategy, nurturing leads as they move through awareness, engagement, and conversion stages.

1. Awareness Phase: Target LinkedIn ads or sponsored posts to ServiceNow-related audience groups, boosting visibility among ICP (Ideal Customer Profile) segments.
2. Engagement Phase: Capture interested leads using gated content, webinars, or exclusive email subscriptions.
3. Conversion Phase: Follow up with personalized email sequences that include product comparison guides, ROI insights, or demo invitations.

By linking social engagement directly to email follow-ups, marketers maintain conversation continuity across mediums.

Step 4: Automate Cross-Channel Workflows

Automation plays a vital role in executing multi-channel outreach efficiently. Platforms like HubSpot, Marketo, or Salesforce Pardot allow seamless integration of email nurturing workflows with social engagement tracking.

Automation opportunities include:

• Syncing social lead forms directly to segmented email workflows.
• Triggering targeted retargeting ads for email non-responders.
• Using behavioral scoring to prioritize ServiceNow prospects with repeated cross-channel interactions.
• Scheduling sequential communications based on real-time engagement data.

Automation ensures that each touchpoint feels timely and personalized, raising engagement probability while saving manual effort.

Step 5: Leverage Retargeting for Deeper Engagement

Multi-channel marketing shines when combined with intelligent retargeting strategies. Not all prospects engage on first contact – especially tech decision-makers evaluating multi-million-dollar software ecosystems like ServiceNow.

With pixel-based tracking from social campaigns and behavioral tracking from email analytics, you can create dynamic retargeting loops such as:

• Showing ads promoting case studies or solution comparisons to people who opened but didn’t click emails.
• Sending follow-up emails to users who engaged with social posts but didn’t convert.
• Creating lookalike audiences from your highest-performing email list segments to expand reach on LinkedIn.

Cross-channel retargeting keeps your brand top-of-mind, improving trust and lead velocity.

Step 6: Measure Consistently Across Touchpoints

To evaluate the true ROI of integrated campaigns, you need consolidated metrics that reflect the synergy between channels.

Track performance metrics like:

• Combined lead-to-customer conversion rate.
• Cross-channel engagement lift (social clicks leading to email sign-ups or vice versa).
• Channel-assisted conversions (how one channel influenced the other’s leads).
• Email open and click trends correlated with social posting frequency.

Advanced marketers use attribution models to identify overlapping influence points—critical when nurturing high-value enterprise decision-makers.

Step 7: Create Educational Value for ServiceNow Users

For ServiceNow audiences, content quality determines engagement. Instead of direct sales pitches, focus on industry education and operational improvement. Use both email and social platforms to deliver value around:

• Workflow automation best practices.
• Digital transformation frameworks.
• Integration with enterprise IT ecosystems.
• ROI benchmarking for automation solutions.

For instance, a social post linking to an “ITSM Optimization Guide for ServiceNow Users” should be followed by an email series expanding into implementation tips and KPIs. The more value you add, the higher the trust built over time.

Step 8: Optimize Through Continuous A/B Testing

Multi-channel integration demands ongoing experimentation. Test variations in subject lines, CTAs, ad creatives, and posting times. Compare engagement rates between email-only and combined outreach to identify impact.

Key areas to test:

• Tone and frequency of messaging between platforms.
• Optimal timing for sequencing social and email content.
• Personalization depth (job title-based vs industry-based).

By analyzing performance loops between social and email channels, marketers can fine-tune approaches that resonate best with ServiceNow users’ professional interests.

The Future of Integrated B2B Outreach

Multi-channel marketing isn’t just a strategy – it’s an evolution in how B2B communications adapt to buyer behavior. For those targeting ServiceNow users, the integration of email precision with social connectivity transforms campaigns from static to dynamic, creating journeys that feel cohesive and human.

Data Marketers who master this integration gain a competitive edge. By uniting analytics, automation, and authentic communication, they cultivate long-term relationships with ServiceNow-focused audiences – driving both engagement and enterprise revenue growth.

Did you know that ServiceNow user lists can be marketing gold mines or legal nightmares depending on how you build them?

As ServiceNow continues to dominate the enterprise service management landscape, targeted lists of its users have become invaluable assets for B2B marketers. However, navigating the complex web of data privacy regulations while building these lists presents significant challenges. Despite the potential ROI that well-crafted ServiceNow user lists can deliver, many marketers find themselves hesitating due to concerns about legal compliance.

Furthermore, with regulations like GDPR and CAN-SPAM carrying hefty penalties for violations, the stakes couldn’t be higher. Consequently, understanding both the strategic methods for building these lists and the legal framework within which they must operate has become essential knowledge for modern B2B marketers.

This guide will walk you through the legal considerations, acquisition strategies, verification techniques, and best practices for effectively using ServiceNow user lists in your marketing campaigns. By the end, you’ll have a clear roadmap for building and leveraging these powerful resources while staying firmly on the right side of the law.

What Is a ServiceNow User List and Why It Matters

ServiceNow user lists have become essential tools for B2B marketers looking to reach decision-makers at companies utilizing this powerful platform. Before diving into acquisition strategies and legal considerations, it’s crucial to understand what these lists actually are and why they’re worth the effort to build properly.

Definition and key components

A ServiceNow user email list is a curated database of contacts who use or make decisions about ServiceNow within their organizations. These lists contain detailed information about professionals who interact with ServiceNow’s cloud-based workflow automation platform.

At their core, ServiceNow user lists are derived from the platform’s user records. Each user record establishes a relationship between an individual and a ServiceNow instance, containing several key components:

• Basic contact information (email address, name, phone number)
• Professional details (job title, department, role within the organization)
• Company information (size, revenue, industry, location)
• Technical specifics (which ServiceNow products they use)
• Hierarchical relationships (reporting structure, team membership)

ServiceNow’s own documentation notes that user records consist of usernames, passwords, and information relating to individuals such as contact information, location, and job titles . These records are stored in the Users table and are associated with other tables to control permissions, preferences, and other features.

The significance of these lists becomes clear when considering ServiceNow’s market penetration: 85% of Fortune 500 companies use ServiceNow. Additionally, 56% of ServiceNow users are based in the United States, with 7% coming from the United Kingdom.

How it supports B2B marketing and sales

ServiceNow user lists fundamentally transform B2B marketing approaches by enabling highly targeted campaigns. Instead of general outreach, marketers can focus specifically on professionals who already understand and use ServiceNow’s ecosystem.

Primarily, these lists support marketing in several ways:

First, they allow for precise targeting of decision-makers. Rather than guessing who might need your ServiceNow-related products or services, you can directly reach IT professionals, HR managers, CIOs, and CTOs who actively use the platform.

Second, they enable personalized messaging. As noted by Colin Fleming, ServiceNow CMO, the company has shifted to a “business-to-human” approach, organizing their entire lead funnel and go-to-market engine around humans rather than abstract leads. Similarly, marketers using ServiceNow user lists can craft messages that resonate with specific roles and use cases.

Third, these lists support multi-channel marketing strategies. The data can be leveraged across email campaigns, direct mail, telemarketing, and social media outreach for a coordinated approach.

In essence, ServiceNow customers lists help marketers identify and connect with qualified prospects who already understand the platform’s value. This targeted approach leads to higher conversion rates and shorter sales cycles compared to general B2B outreach, especially when marketing complementary products or services that integrate with ServiceNow.

Legal Considerations Before You Start

Before jumping into building a ServiceNow user list, understanding the legal landscape is essential. Navigating data privacy regulations requires careful attention, as non-compliance can result in severe penalties that threaten both your marketing budget and company reputation.

Understanding GDPR and CAN-SPAM

The legal framework governing B2B data lists is primarily shaped by two major regulations: GDPR for European data and CAN-SPAM for the United States.

The General Data Protection Regulation (GDPR) applies to B2B marketing whenever you process personal data of business contacts, including names, job titles, and business email addresses. Although many marketers assume GDPR only affects consumer marketing, this costly misconception has led to significant compliance failures across the business sector.

Meanwhile, the CAN-SPAM Act governs commercial emails in the US. It mandates clear identification of commercial emails and providing opt-out mechanisms. There are no exceptions for B2B marketers, with all emails—even messages to former customers announcing new products—required to comply with the law.

Consent and data sourcing rules

For ServiceNow user lists, two primary lawful bases exist under GDPR: consent and legitimate interests.

Consent must be freely given, specific, informed, and unambiguous. It must also be as easy to withdraw consent as it was to give it. Documentation of consent is essential-you must be able to demonstrate when and how consent was obtained if requested during compliance audits.

A common misconception is that publicly available data from sources like LinkedIn or business directories is exempt from regulations. However, if you want to use publicly available personal data for marketing to an individual, even in a business context, you need to comply with GDPR . Personal data includes business email addresses containing individual names (e.g., [email protected] ).

The rules vary depending on whether you’re contacting corporate subscribers (limited companies, LLPs, government bodies) or individual subscribers (sole traders, certain partnerships). Under PECR, corporate subscribers can receive marketing emails without prior consent, provided recipients can easily opt out.

Working with compliant data providers

When purchasing ServiceNow user lists, thorough due diligence is essential. Many data providers claim compliance but may contain unusable data points—outdated information, contacts on do-not-contact lists, or non-compliant data.

Reputable providers should offer:

• Lists that comply with data privacy laws such as GDPR, CAN-SPAM, and CCPA
• Documentation about how consent was obtained
• Information about what purposes were disclosed to contacts
• Regular verification processes (ideally every 30 days)
• Minimum 95% deliverability rates

Look for providers that use first-party data rather than web scraping or third-party sources. Third-party data often provides high volume but low quality, creating compliance risks.

Remember that if an individual’s email address is on a purchased list and they have not explicitly agreed for your company to contact them, reaching out could violate regulations. Working with non-compliant providers opens your organization to all the regulatory challenges mentioned above.

The stakes couldn’t be higher—beyond financial penalties, non-compliance can damage customer confidence, disrupt business operations, and trigger legal actions. Therefore, proper legal compliance isn’t just a regulatory checkbox but a fundamental business requirement when building ServiceNow user lists.

Top Ways to Build or Acquire a ServiceNow User List

Now that you understand what ServiceNow user lists are and the legal framework surrounding them, let’s explore practical approaches to building or acquiring these valuable marketing resources.

Buy from verified B2B data providers

Purchasing from established B2B data providers offers the fastest path to acquiring ServiceNow user lists. Several reputable companies specialize in this niche, offering extensively verified contacts.

Data Marketers Group provides ServiceNow users email lists with 95% deliverability rates and regular 90-day updates to maintain accuracy. Their lists include detailed segmentation options like job titles, company size, industry, and geographic location.

When selecting a provider, look for these essential qualities:

• Data verification processes (both automated and manual)
• Regular update schedules (ideally every 30-45 days)
• Compliance certifications with GDPR, CAN-SPAM, and CCPA
• High deliverability guarantees (minimum 95%)
• Double opt-in confirmation processes

Collect leads at ServiceNow events

Industry events present excellent opportunities for gathering first-party data with proper consent. The advantage here lies in the quality of connections—people attending ServiceNow-focused events are actively engaged with the platform.

ServiceNow hosts numerous events throughout the year, including their flagship Knowledge conference, regional forums, and industry-specific gatherings. These events attract key decision-makers who often have purchasing authority for ServiceNow-related products and services.

Use LinkedIn and company tech stacks

LinkedIn offers a wealth of information about ServiceNow professionals that can be ethically sourced. The platform’s integration capabilities with ServiceNow make it particularly valuable.

Creating an application in LinkedIn’s developer account allows you to establish ServiceNow as a consumer and LinkedIn as a provider. Subsequently, you can configure OAuth profiles in ServiceNow, create REST messages, and even post content directly to LinkedIn from within ServiceNow.

Nonetheless, remember that even publicly available data from LinkedIn remains subject to data privacy regulations as covered in the previous section.

Manual research and outreach

For smaller, highly targeted campaigns, manual research yields the highest quality leads albeit at a slower pace. This approach involves identifying companies using ServiceNow through:

• Industry publications and case studies
• ServiceNow community forums where users identify their organizations
• Company job postings mentioning ServiceNow experience

One practical approach involves examining groups in ServiceNow. As noted in community discussions, extracting or reporting from the sys_user_grmember table provides visibility into group memberships. This helps identify individuals who handle incidents and requests—valuable contacts for targeted outreach.

Regardless of which approach you choose, maintaining legal compliance remains paramount. The methods above should all operate within the framework of data privacy regulations discussed in the previous section.

How to Verify and Segment Your List

Once you’ve assembled your ServiceNow user list, the quality of your data determines campaign effectiveness. Poor verification leads to wasted resources and potential compliance issues.

Email verification tools and methods

The first step in validating your ServiceNow user list involves confirming email accuracy. Quality providers guarantee at least 95% deliverability rates through systematic verification. Several verification approaches include:

• Email syntax checking to identify formatting errors
• Domain verification to confirm active business domains
• Mailbox verification to test if addresses actually exist
• Sender reputation monitoring to reduce spam flags

For ServiceNow-specific verification, the platform itself offers built-in tools. The “Lookup and verify” feature in the Contextual side panel allows agents to search and confirm contact information using a type-ahead search that displays results as more characters are entered. This verification process can search by name, phone number, email address, or even case number, with multiple display fields helping differentiate contacts.

Segmenting by industry, size, or region

Following verification, effective segmentation dramatically increases campaign performance. The ServiceNow user database offers numerous segmentation options:

• Industry and vertical
• Company size (revenue and employees)
• Geographic location (country, city, state)
• Technical parameters (which ServiceNow modules used)
• NAICS/SIC codes for precise targeting

According to Data Marketers Group, their ServiceNow lists offer more than 10 segmentation options to help marketers narrow their target market effectively. Properly segmented lists allow for personalized messaging based on specific use cases and organizational needs.

Removing duplicates and outdated contacts

Finally, eliminating duplicate and outdated records ensures database accuracy and prevents annoying your prospects with redundant communications.

ServiceNow’s sys_user table often contains duplicate records that require cleanup. To address this common issue, administrators can:

• Identify duplicate records based on user ID
• Create a unique index on the sys_user table for the user-id field
• Use database tools to eliminate redundancies

Without proper deduplication, your marketing efforts may reach the same person multiple times, damaging your brand reputation.

Beyond one-time cleanup, implement a regular update schedule. Most quality providers refresh their ServiceNow user lists every 45-90 days. TDInsights notes they maintain data on 107,847 ServiceNow customers with available email addresses for 84,772 contacts, underscoring the importance of ongoing maintenance.

As a result of proper verification and segmentation, your campaigns will target the right decision-makers with relevant messaging, significantly improving conversion rates.

Best Practices for Using the List in Campaigns

Once your verified and segmented ServiceNow user list is ready, extracting maximum value requires strategic implementation. Effective campaigns go beyond simple mass emails to leverage personalization, automation, and data-driven refinement.

Personalizing your outreach

Personalization transforms standard outreach into compelling conversations. Essentially, ServiceNow’s own marketing approach demonstrates this principle by connecting with audiences through stories that resonate with their challenges rather than merely promoting products. Their campaigns incorporate customer testimonials and success stories to create relatable narratives for potential customers.

For the most part, AI-driven personalization has become crucial for B2B campaigns targeting ServiceNow users. Organizations can train AI models to improve lead scoring, create personalized email sequences with minimal effort, predict buyer intent across industries, and optimize campaign performance through real-time analytics. This granular segmentation enables messages that resonate with both individuals and organizations.

Using automation tools effectively

Marketing automation platforms streamline campaign management for ServiceNow user lists. Tenon Marketing Automation, built specifically for ServiceNow, allows marketers to:

• Build segmented lists using marketing insights and ServiceNow data
• Design customer journeys with a drag-and-drop interface
• Trigger messages based on customer behavior
• Schedule campaigns and track performance from a single solution

Even more importantly, these tools enable consolidated platforms where marketers can segment audiences based on data uniquely available from ServiceNow integration. This consolidation eliminates the need to bounce between disconnected tools when building customer journeys, emails, landing pages, and SMS campaigns.

Tracking performance and refining strategy

Content Analytics offers vital feedback on campaign effectiveness. Upon enabling tracking, the system generates data visualizations showing user interactions with content. These analytics track various engagement metrics including banner impressions, email clickthroughs, video plays, and task completions.

First thing to remember, ServiceNow has seen remarkable results from strategic campaign alignment—achieving a 69% improvement in conversion rates when demand campaigns were warmed by brand campaigns. Additionally, they experienced a 50% lift in engagement rates for members exposed to both brand and demand messaging.

In time, these metrics allow marketers to identify which messages resonate with specific segments of their ServiceNow user list, enabling continuous optimization of targeting strategies and content approaches.

Conclusion

Building effective ServiceNow user lists represents both a significant opportunity and responsibility for B2B marketers. Throughout this guide, we’ve explored how these targeted lists serve as powerful assets when created with attention to legal requirements and quality standards.

Legal compliance stands as the foundation of any successful list-building strategy. GDPR and CAN-SPAM regulations demand careful attention to consent mechanisms and data sourcing practices. Therefore, marketers must prioritize working with verified providers or collecting first-party data through legitimate channels rather than risking substantial penalties.

Acquisition strategies vary based on organizational needs and resources. Purchasing from reputable B2B data providers offers efficiency, while event-based collection yields highly engaged prospects. Additionally, LinkedIn research and manual outreach provide alternative pathways for smaller, targeted campaigns.

Data verification subsequently transforms raw contacts into marketing gold. Email validation tools, strategic segmentation, and regular database maintenance ensure your messages reach the right decision-makers. This verification process prevents wasted resources and protects sender reputation.

Campaign execution ultimately determines your return on investment. Personalized outreach that addresses specific ServiceNow use cases resonates more effectively than generic messaging. Coupled with automation tools and performance tracking, this approach creates a continuous improvement cycle that refines targeting and content strategies over time.

Above all, remember that ServiceNow user lists hold tremendous value specifically because they connect you with professionals already familiar with the platform. Balancing marketing effectiveness with ethical data practices not only keeps you legally compliant but also builds lasting trust with potential customers. As ServiceNow continues its enterprise growth, marketers who master this balance will find themselves positioned for sustainable success in this specialized ecosystem.

FAQs

1. What is a ServiceNow user list?

A ServiceNow user list is a database of professionals and organizations using the ServiceNow platform. It typically includes contact details, company information, job titles, and product usage insights, enabling B2B marketers to target decision-makers more precisely.

2. Is it legal to buy a ServiceNow user list for marketing?

Yes, buying a ServiceNow user list is legal only if the data provider complies with regulations such as GDPR, CAN-SPAM, and CCPA. Always ensure that the provider collects data through consent-based or legitimate-interest models and maintains compliance documentation.

3. How can I verify the authenticity of a ServiceNow user list?

You can verify authenticity using email verification tools, domain checks, and manual validation. Reputable providers should also offer at least 95% deliverability, regular data updates, and transparent sourcing details.

4. What are the key legal regulations to follow when building B2B email lists?

The most important regulations include:

• GDPR (General Data Protection Regulation) – for processing personal data of EU residents.
• CAN-SPAM Act – for sending commercial emails in the U.S.
• CCPA (California Consumer Privacy Act) – for protecting data privacy in California.
  All laws emphasize consent, transparency, and easy opt-out options.

5. Can I use LinkedIn data to build a ServiceNow user list?

While LinkedIn is a valuable resource for identifying ServiceNow professionals, you must not scrape or use personal data without consent. Instead, connect organically, engage through content, or use LinkedIn’s advertising and Sales Navigator tools.

6. What are the best ways to collect ServiceNow leads ethically?

Ethical lead collection methods include:

• Gathering first-party data at ServiceNow events and webinars.
• Using opt-in forms on landing pages.
• Partnering with GDPR-compliant data providers.
• Offering valuable content (like whitepapers or demos) in exchange for contact information.

7. How often should I update my ServiceNow user list?

To maintain accuracy and compliance, update and verify your ServiceNow user lists every 45 to 90 days. Outdated or duplicate data can lower deliverability rates and increase the risk of spam complaints.

8. How can segmentation improve my ServiceNow marketing campaigns?

Segmentation helps personalize your outreach by grouping users based on industry, location, company size, or ServiceNow modules used. It leads to higher engagement, improved conversions, and better campaign ROI.

9. What happens if I send emails to ServiceNow users without consent?

Sending unsolicited emails without proper consent can result in severe penalties, including fines under GDPR (up to €20 million or 4% of global revenue) and CAN-SPAM violations in the U.S. It can also harm your brand’s reputation and sender score.

10. How can marketing automation tools help with ServiceNow user lists?

Automation tools like Tenon Marketing Automation or HubSpot streamline segmentation, lead nurturing, and follow-ups. They allow marketers to trigger campaigns based on behavior, improving engagement and efficiency.