Tenon
Marketing Automation, Natively Built on ServiceNow
Most institutions run their marketing on platforms disconnected from everything else—a standalone email tool here, a separate SMS platform there, an engagement scoring system that doesn’t talk to the CRM. Data is fragmented. Outreach is generic. And the teams responsible for enrollment and alumni engagement are flying blind.
Tenon changes that equation. Built natively on the ServiceNow platform, Tenon brings marketing automation directly into the ecosystem institutions already use—so enrollment teams, advancement offices, and communications departments can build customer journeys, send personalized emails and SMS campaigns, create landing pages, and track engagement without ever leaving ServiceNow.
Bettera + Tenon: What the Partnership Means
Through our partnership with Tenon, Bettera is actively developing higher education-specific playbooks, use cases, and implementation approaches for enrollment marketing and alumni engagement. This isn’t a generic enterprise deployment. We’re building purpose-built workflows designed for the realities of higher education: enrollment funnels, yield optimization, alumni lifecycle engagement, and giving campaigns.
When institutions work with Bettera to implement Tenon, they get more than a marketing automation tool. They get a connected strategy that ties marketing directly to enrollment outcomes, student success signals, and advancement goals—all on a single platform.
See how Tenon + ServiceNow can transform your enrollment and advancement marketing.
Why Tenon Matters for Higher Education
One Platform, No Integration Tax
Tenon isn’t bolted onto ServiceNow. It’s built on it. That means no data syncing between systems, no integration maintenance, and no risk of misaligned updates. When your CRM data changes, Tenon sees it in real time. When a prospective student engages with a campaign, that interaction flows directly into their ServiceNow profile.
Enrollment: Personalized Recruitment at Scale
The demographic cliff demands that every interaction with a prospective student counts. Tenon enables enrollment teams to deliver the right message, through the right channel, at the right time. A personalized text from an admissions counselor. A parent-specific email addressing financial aid timelines and campus safety. Engagement scores that automatically surface the prospects most likely to enroll—so counselors focus where it matters most.
With Tenon, institutions can build automated journey maps that guide prospects from first inquiry through enrollment deposit, adapting in real time based on engagement behavior.
Advancement: Moving Beyond the Mass Email Blast
Young alumni giving has declined 18% over the past decade. Generic outreach is a big reason why. Tenon enables advancement teams to segment alumni based on rich CRM data—interests, giving history, career trajectory, event attendance—and deliver communications that feel personal and relevant.
An invitation to a local networking event for a young professional. A research update in the field an alumnus studied. A volunteer opportunity aligned with their career expertise. As alumni interact, engagement scores update in real time, surfacing newly active graduates who may be ready for deeper involvement or a giving conversation.
AI-Powered Campaign Intelligence
Tenon leverages AI to recommend better campaigns, automate lead routing, ensure brand consistency across communications, and optimize engagement timing. Combined with ServiceNow’s Now Assist capabilities, institutions get an end-to-end intelligent marketing engine that learns and improves with every interaction.