This article originally appeared in the ON24 blog in February 2021. In a digital-first world, it takes an engaging digital marketing strategy to attract and nurture leads at every stage in the buying journey. With the ON24 platform, ServiceNow has embraced digital transformation with the savvy of a company that puts audience engagement at the center of their marketing, and their results speak for themselves. Hear from ServiceNow’s Sr. Campaign Marketing Manager, Rosaline Raj, on how she and her team create and deliver digital experiences that establish thought leadership, drive engagement, and generate actionable insights that help them turn leads into customers. Q: What were you looking for in a Platform? What made the ON24 platform stand out to you? One of my favorite features of the ON24 platform is the Engagement Hub. We’re able to deliver an always-on, content experience where the audience can engage with multimedia thought-leadership content, hear customer stories and learn more about ServiceNow. By enabling multi-registration our audience can interact with several assets without having to fill out multiple forms, which can deter them from moving forward in their content journeys. That kind of engagement helps us, as marketers, monitor the success and extend the life of our content. It also makes following up a lot easier. Knowing which content our audience engaged with helps us personalize our message to their unique interests and pain points. Q: What role do webinars and events play in your overall marketing strategy and how did you pivot your event and content marketing strategy to survive and thrive in a digital-first world? In addition to being our #1 pipeline driving channel, webinars have played a pivotal role in creating value for our audience. I think listening to and understanding the audience is key. If the content is not engaging or adding value, they’ll go somewhere else. And the audience is paying attention to more than just the webinar content. They have high expectations for the entire process, from signup to follow-up. The webinar program needs to be carefully orchestrated to make an impression and deliver value. I’m very fortunate to work with an amazing team and they are at the heart of why we’ve been able to deliver a successful program with outstanding content, great attendance and high audience engagement. When the pandemic hit, like many companies, we pivoted to a higher frequency of events but saw a decline in registrations. There was just too much noise and a struggle for people’s attention while they were trying to adjust to the new reality. We quickly realized that less is more and went back to delivering monthly webinars on top-of-mind topics from industry leaders. We saw numbers improve immediately. We also had great success virtualizing some of our live events – we delivered new content and reached a wider audience while saving on travel and venue costs. Q: Describe your content ideation process. How do you choose relevant topics, audiences and cadences for upcoming webinars? I am blessed to work with a talented team that has deep industry experience. Our solution sales and product teams bring incredible customer and industry insight. We meet regularly to brainstorm potential webinar topics, presenters, customer stories, use cases and how we can best share the story to add value. The ideation process is a great way to bring cross-functional teams together and is always a phenomenal learning experience for me. Q: As companies settle into this “new normal” more and more webinar invitations seem to be finding their way into our inboxes. What are some ways you make your campaigns and webinars stand out and cut through all the digital noise? We want the audience to walk away from each webinar with something to think about – whether it’s a new trend, industry insights or practical takeaways they can implement immediately. To achieve this, we ensure that our content (invitations and messaging) takes a people-first approach that highlights what the attendee would learn and prepares them to get the most out of their experience. We’ve seen great success with customer stories and often bring in thought leaders and analysts to entice our audience and deliver the richest experience possible. Q: How do you measure the success of your webinars? What impact have they had on ServiceNow’s business? Leads! That said, it’s not just the quantity, it’s the quality. We look at digital event and webinar registrations, attendance, MQLs and SALs. But we also monitor engagement scores, which we track in our ON24 Engagement Hub. For example, are they interacting with content we have in the resource hubs? What kinds of questions are they asking? How many people are viewing the on-demand vs. live webinars? Based on our findings, we adjust the strategy to increase engagement for future webinars. Webinars and digital events have had a huge impact on our pipeline, and we work closely with our sales team to segment appropriately and manage follow-up communications. Q: What role does the content hub or ON24 Engagement Hub play in helping drive the success of your thought leadership program? How does the Engagement Hub help with your web traffic and lead sourcing? A webinar may be a prospect’s first experience with our brand. So having the right platform and technology, along with impactful content is crucial to delivering a best-in-class experience. As for web traffic, we drive audiences to both an embedded content library powered by ON24 Engagement Hub, and to personalized landing pages. It’s really great to have the content hub as a one-stop-shop for audiences both internal and external. Having all of the traffic go to one dedicated thought-leadership page also gives us greater visibility into the resources that resonate best with our audiences, so we can continue to collect those actionable engagement insights that drive our personalization programs. By keeping the content available on the Engagement Hub and Target pages, we’re also able to extend the life of our content and webinars. At some point, we will start to filter the content by topic type to make the experience more seamless for our visitors. That’s the great thing about ON24: there is so much flexibility with the platform, it’s been easy for us to make updates as we refine our programs. Q: What strategies do you use to design interactive experiences, to drive engagement for your customers? It really depends on the webinar. For some, we do live demos with easy‐to‐use screenshare on the platform. It’s really quite seamless and enables us to provide the audience with instant insight into our capabilities. We’ve also done pre-event surveys to better gauge audience interest and cater webinar content. We also run polls throughout the webinar, and that gives us insight to where the audience is and where to go next. It’s also important to use different presentation formats and see what works best for the audience — we’ve mixed it up and done everything from keynotes and panel discussions to fireside chats. For longer events and summits we bring in a graphic artist to create a visual representation of the webinar which we send out to our attendees in the post email. We also have phenomenal moderators who keep the conversation going smoothly. They are industry experts and enrich the conversation with their insight and questions. We also like to have experts readily available to give in-depth answers to questions in real-time. Q: How are you looking to leverage your content outside of webinars? Content hubs? Landing pages? Aside from our multi-media content hub, we promote our content through different marketing channels including emails. Q: How do you work cross-departmentally and leverage partnerships to execute the successful webinar programs ServiceNow is so famous for? I didn’t realize we were famous for that! It’s really a testament to how we work internally as a team. We have in-house content, webinar, product, sales and marketing teams who all work seamlessly together to create these content-rich experiences. We’re highly-collaborative, proactive and work great together — like a well-oiled machine. One of the things that makes webinars so great is that they are live, interactive and human. And sometimes things can go wrong (it’s all part of the fun). That’s why agility and collaboration are so important. Everything is always evolving and no webinar is ever the same. The ON24 team has been very supportive in helping us get everything done on time, look great and perform well. The platform itself is wonderful, but what makes our digital experience programs so successful, in addition to our internal teamwork, is our relationship with the ON24 team — they are always ready to help us create an engaging experience for the audience.

This article originally appeared in CanvasRebel Magazine in April 2026. Alright – so today we’ve got the honor of introducing you to Rosaline Raj. We think you’ll enjoy our conversation, we’ve shared it below. Alright, Rosaline thanks for taking the time to share your stories and insights with us today. What was the most important lesson/experience you had in a job that has helped you in your professional career? There are many lessons that I’ve learned and carried throughout both my professional and personal life. But the most important one has been about setting healthy boundaries and communicating that respectfully. Sometimes this means saying no. But most of the time, it means coming to a mutually beneficial agreement, balancing give and take and managing expectations. There was a point in my life where I said yes to everything and always made myself available. Especially when I was younger in my career, you want to grow, excel and impress. That eventually took a toll on my mental & physical health. And I paid for that. Establishing and communicating boundaries early has had a tremendous impact on my well-being – less stress and burnout, more respect and productivity. It has also strengthened my relationships and helped me be a better leader. The very first workplace boundaries I created were built around my young children at the time. For example, I had a clause written into some of my contracts where I could leave early and pick up the kids from school – in the middle of the afternoon. I would then log back in to complete my work from home. This seems normal post-covid, but 15 years ago, this was not common. And had I not positioned and communicated this properly or held up my end of the bargain, I wouldn’t have been given the opportunity. Luckily for me, I found some wonderful bosses that enabled me to deliver great work while still being available to my young children. Rosaline , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do? As a kid, I read a lot. I loved that I could pick up a book and be completely transported into another world, envisioning the story as I read it. And I had amazing teachers who nurtured that. As I grew older, I began to understand the power and impact of storytelling and communications. I went from broadcast journalism to marketing and have been in the industry for more than 15 years, working with Silicon Valley Fortune 500 companies. That’s given me the opportunity to experience a dynamic evolution in marketing from traditional methods to AI. Today, there is a significant emphasis not only on what you’re doing as a marketer but how. We navigate data, privacy, consent, transparency and responsibility while creating something meaningful. But as technology, behaviors and trends continue to evolve, the fundamentals will always remain the same – understanding your audience, clear communication, creating value, building trust and adaptability. I bring this into my work every day at Creative Chaos Communications where I partner with mid-market and enterprise leaders in tech and digital health. I help my clients drive pipeline and revenue by aligning AI communications, marketing and strategic partnerships. It’s a unique blend for revenue leaders also looking to enable customer AI adoption.I think one of the things that sets me apart as a marketer is my work in employee communications. It helped me develop a 360 perspective and an inside-out approach – aligning teams and making sure everyone is pulling in the same direction – before we even start designing a strategy or campaign. Success depends on this. It’s a very BIG step one. Do you have any insights you can share related to maintaining high team morale? The workplace has really changed in the last 10 years and finding an inspiring team to work with can be difficult. The best thing I can do is to be human first and leader second. Compassion, empathy and wellbeing play a very big part in keeping productivity and creativity high. In addition, there are 3 simple guidelines I follow to maintain high morale – whether that’s internal or as an extension of my team through vendors, partners and contractors. 1. Set clear expectations. I want to remove as much ambiguity as possible so they can move faster and make better decisions without me. Clearer expectations around outcomes, priorities and how we operate help me accomplish that. 2. Nurture your best employees. While average performers need clarity on tasks, top performers want clarity on their future, impact and influence. I’ve learned that initiating growth conversations, enabling ownership, autonomy and preventing burnout are essential. And paying people fairly and in line with their impact is a big part of keeping employees motivated and feeling valued. 3. Manage performance gaps. When you have a smaller team, it’s all hands-on deck. Performance gaps and behavioral misalignment show up real fast and can negatively impact collaboration, execution and team effectiveness. Addressing this as early as possible helps me maintain both high performance and a healthy team culture. Sometimes, this is easier said than done. But at the end of the day, I manage my team by being clear about expectations, supporting people to succeed, fairly addressing gaps and making sure great work is recognized and rewarded. We’d love to hear a story of resilience from your journey. Pre-covid, I was at the peak of my life. I had a great job at a company that I loved with amazing colleagues. I was also very actively managing my home life as a wife and mother of two – pick-ups, drop offs, PTA meetings, after-school recreation and sports, homework and home-cooked dinners. I was exhausted but very happy. I was aiming for both a happy family and a successful career. I found myself reaching for coffee or sugar to get me through many days. I ignored red flags and physical symptoms like a racing heart and dizziness. I was not getting enough sleep. My body finally gave out with a resting heart rate of 280 bpm and a blood pressure reading that errored out the hospital’s monitor. After a medical procedure, I needed to give myself time to recover. Physically, it was tough. But I didn’t expect a mental recovery, which took much longer. My biggest learning wasn’t to rest. It was that I didn’t have to do it all by myself. It was something I had to unlearn. Once I recovered, I changed everything. From my perspective about work life balance (there isn’t one), delegating and accepting support in different ways to investing in my health and well-being and building a small village of family and friends I can count on. This helped me bounce back better and stronger both personally and professionally. It shaped my career. I became fascinated with healthcare and the patient experience and took a full-time role in digital health to learn as much as I could. That experience eventually led me to where I am now – partnering with tech and digital health companies and mentoring startups in the industry. I also began sharing my personal experiences and became a certified meditation instructor, giving me practical tools to help people manage stress, build resilience and improve overall mental health.

For leaders tasked with driving growth, efficiency isn't just a necessity, it’s the backbone of scalable success. I f your marketing team is constantly chasing deadlines, losing track of client feedback or reinventing the wheel every time a campaign launches, you don’t have a talent problem. You have a workflow problem. Workflows aren’t just about saving time; they’re how modern marketing organizations ensure consistent performance, drive ROI and create a competitive edge in a crowded market. Here’s how to spot workflow issues, fix them and build systems that support your goals. What is a Marketing Workflow? Think about onboarding a new customer: From the signed contract to kickoff, training and ongoing support, when the process feels seamless, it’s not luck. It’s the result of a well-orchestrated workflow behind the scenes. Think of a workflow as a blueprint for predictable success . It's the repeatable sequence of steps that guide your team from ideation to execution, whether it's onboarding a new client, launching a campaign or handing off deliverables. Done right, workflows eliminate decision fatigue, reduce bottlenecks, and empower your team to do their best work, faster. Let’s say you’re finally taking that well-deserved vacation. You’re checking into a luxury hotel. Behind that smooth experience—flawless booking, personalized service, seamless check-out is a well-designed system. Your marketing ops should feel the same. Efficient. Personal. Predictable. 6 Signs Your Workflows Are Holding You Back If your team is stuck in reactive mode, chances are your processes need a tune-up. Here are the red flags we see all the time: You’re constantly putting out fires. Simple tasks take way too long. Follow-ups are inconsistent or missed entirely. Roles and responsibilities are unclear. You’re reinventing the wheel all the time. Clients or internal stakeholders keep asking, “What’s next?” They seem like minor hiccups at the time and you’re working too fast to notice anything else. But these are signals that your workflows are leaking time, energy and revenue. How to Build a Workflow That Works For You You don’t need an MBA or expensive software to build better workflows. You need clarity, consistency and commitment. Here’s a practical four-step method: 1. Start Small and Strategic Pick one  high-impact area. Don’t overdo it or you’re be overwhelmed. Focus on a workflow that’s critical to revenue or client experience, like campaign launches, sales enablement or client onboarding. 2. Define the Win What’s the goal? Speed? Accuracy? Client satisfaction? Be specific. For example: “Respond to qualified leads within 1 hour” is clearer than “Improve lead follow-up.” 3. Map the Steps Start at the trigger (e.g., a new client signs the contract) and list every action from start to finish. Include decision points and responsibilities. If the current workflow feels messy, that’s the point. It’s better to see it than assume it’s fine. 4. Document and Test Write it down. Use a whiteboard, spreadsheet, or your project management tool of choice. Test it in the real world. Refine. Then scale. Avoiding the "Shiny New Object" Syndrome For the most part, you do not need the new tools. In fact, most marketing teams are underutilizing the tools they already  pay for. Before adding another platform to your tech stack, audit what’s in place. Many CRMs, project management tools and email platforms already have powerful automation and AI features built-in. Figure out what your goal is and then find the right tool to do the job. The Creative Chaos Rule: Use what you have. Optimize it. Then invest. The Workflow Advantage: From Chaos to Clarity When your workflows run smoothly, your team stops reacting and starts performing. You can scale campaigns without burning out. Clients get a consistent experience. Reports become more accurate. Leadership gets visibility. Everyone wins. And most importantly: You free up your headspace to lead, not just manage. Ready to Get Tactical? Here’s your next step. Pick one  marketing process that’s costing you time or credibility. Map it. Identify one friction point. Fix it. Repeat. Need a hand? We help B2B marketing leaders optimize workflows, integrate tools and turn your processes into performance drivers. Book a free 30-minute ops audit.

Meditation and strategic wellness tools are helping B2B leaders reduce burnout, improve decision-making and lead stronger teams. Here’s how we help businesses turn well-being into a competitive edge. The Problem Most Growing Businesses Overlook Burnout is no longer just a buzzword. It’s a business liability. According to Forbes, 66% of American employees  report feeling burned out. And younger teams, who are often the engine behind fast-paced businesses, are hit hardest: 81% of 18–24-year-olds 83% of 25–34-year-olds This affects your bottom line — showing up as missed deadlines, slow decision-making, leadership fatigue, cultural stagnation, employee churn. If you're building something, scaling fast or leading through complexity — you can’t afford to ignore this. Why Most Wellness Programs Fail Maybe you’ve tried a corporate wellness platform. Maybe you’ve hired someone to run a one-off workshop. Most likely, you've had very minimal results. Why? Most wellness programs are too generic to work. They miss the context. They ignore leadership pressure. They treat meditation and mindset like lifestyle perks, not performance tools. Here’s What We Do Differently We help B2B founders, executives and people-first teams integrate targeted wellness strategies into how they lead, build and grow. This is not an app. It’s not a general workshop. It’s not a one-size-fits-all “wellness week.” It’s custom-designed meditation and wellness programming built around: Where your team is in the growth curve The real-world stress your leaders and employees face The kind of culture you want to scale Wellness That Drives Business — Not Slows It Down Harvard researchers  found that meditation improves executive function, focus, and resilience. Deloitte reports a $4 return for every $1 invested in mental health programming. This is why we focus on practical, accessible wellness that maps to your goals — not generic wellness fluff. You don’t need 100 employees doing downward dog. You need a focused, clear-headed leadership team and a culture that scales well. The #1 Objection: “Our workforce is too diverse for a one-size-fits-all solution.” You’re right — and that’s exactly why we only build custom wellness solutions. Whether your employees are managing caregiving stress, financial anxiety or burnout from constant change, the model adapts. We co-design around what matters: culture, communication, resilience and leadership capacity. When You Take Care of People, Performance Follows This is a reality we see play out time and again. When people feel supported, they show up more engaged, creative, and committed. Yet, many businesses still struggle to make wellness a real part of their culture: Leaders are under constant pressure, with little time to pause, reflect, or recharge. Teams become overwhelmed, leading to low morale, poor collaboration, and rising stress. Businesses begin to lose momentum, and wellness efforts become unsustainable.   What We Offer Creative Chaos Communications offers several options to begin your journey including: Executive Meditation & Mindset Support: For founders and senior leaders navigating pressure, decision fatigue or stress — delivered 1:1 or in small cohorts. Custom Meditation Sessions & Wellness Workshops: Live or virtual experiences for teams — built around your current challenges (change fatigue, burnout, low morale, poor communication, etc.) Team Offsites or Leadership Events: Interactive, business-relevant meditation + mindset experiences that help people reset  and re-engage. Book a free 30 minute strategy call Let’s create your next wellness event or retreat without wasting time, budget or buy-in.

What 600+ entrepreneurs, 2 Sharks and a few world-class minds taught me about leadership, growth and strategic alignment. What Happens in Vegas… Gets Brought Back to the Boardroom Over the weekend, I joined 600+ entrepreneurs and some of the most influential business minds—like Daymond John, Robert Herjavec, Marcus Lemonis and more —at an exclusive Entrepreneur Magazine event in Las Vegas. From team building and hiring strategies to mindset shifts and communication skills, I walked away with real insights to help your team perform, your message land and your pipeline grow. Here are 7 takeaways I’m bringing back—and how you can use them to impact your next stage of growth. Leadership Isn’t a Solo Climb “Throw a rope from the mountaintop.” – Marcus Lemonis, Host of "The Fixer" on FOX. It’s easy to think of leadership as a personal ascent. But true leadership means bringing others with you . Whether you're scaling a marketing team or growing a division, lifting others up creates a stronger, more resilient organization. Try this:  Identify one team member to mentor or coach this quarter. Leadership that scales starts small—and builds fast. 2. Connect Intentionally—5 People at a Time “Text 5 people every day to consult, console or congratulate.” – Brad Lea, Entrepreneur, Businessman & CEO Relationships don’t scale through automation alone. Making space for quick, intentional connections—especially with team members, partners or customers—builds trust and momentum. Try this:  Reach out to five key stakeholders this week. Congratulate, support or check in without an agenda. Human connection fuels pipeline more than follow-up sequences ever could. 3. Consistency and Boundaries Drive Results “Time and consistency are the keys to success. Your negotiated terms are KING.” – Codie Sanchez, Founder & CEO of Contrarian Thinking Showing up consistently is how strong brands and sales teams win. But equally important is setting the right terms. Whether it’s a new hire, a retainer client or a strategic partnership, clear expectations are your leverage . Try this:  Revisit how your team scopes and structures engagements. Are your boundaries clear? Is your value being protected? Know When to Walk Away “The only person who can say ‘no’ to me is me.” – Jon Taffer, Host of "Bar Rescue" and "Hospitality Expert" In growth-mode companies, it’s tempting to say yes to every opportunity. But not every lead, campaign or hire is the right fit. The ability to say no  is a skill—and it’s often the one that keeps your pipeline clean, your team focused and your strategy on course. Try this:  Build a “stop doing” list. What clients, tasks, or tactics no longer serve your direction? 5. Give New Hires a Real Trial Run “Give them 90 days to prove themselves.” – Kim Perell, 9X Founder, Investor Hiring right is hard—but retaining the wrong person is even more costly. Giving new employees a clear 90-day runway creates transparency, accountability, and faster team alignment. Try this:  Define 3 performance markers every new hire should hit in their first 90 days—and coach toward them actively. 6. Sales Is About Fit—Not Force “Don’t sell to someone who doesn’t need your services.” – Robert Herjavec, President, Herjavec Entertainment Corp & "Shark Tank" Investor The best salespeople aren’t pushy—they’re precise. In today’s B2B landscape, relevance beats pressure every time. Great sales teams ask better questions, listen harder and walk away when the fit isn’t there. Try this:  Audit your sales conversations. Are you leading with curiosity or chasing the close? 7. Solve a Problem—or Spark Joy “You either bring someone joy or solve their problems.” – Daymond John, The People's Shark & Founder, FUBU If your product, service, or campaign isn’t fixing a pain point or sparking something positive, why should anyone care? When you do one well, it usually supports the other. Joy and utility are both growth levers. Try this:  Revisit your messaging. Are you solving a pain and  showing a better future? That’s where differentiation lives. If you're a corporate marketer or decision-maker at a B2B tech company, these lessons hit close to home. They tie directly into the work we do at Creative Chaos Communications —helping companies grow their pipeline and accelerate revenue by building high-performing teams, making sure your aligning leadership around clear priorities and creating messaging that actually moves deals forward. Business events are great for energy boosts, but it’s what you do next  that really matters. If you're thinking about how to apply them inside your company, let’s talk.