TOPdesk and Marketo

Why TOPdesk is using MarketoRon van Haasteren, Coordinator Marketing Communication

About TOPdesk· Service Management· Software and Consultancy· Offices in nine countries, Dutch

Headquartered· 4.400+ customers in 50 countries

How we grew · 1.000 cold calls

· 100 IP’s

· 10 Demo’s

· 1 customer

What changed· Cold calling decreased· New marketing ways· Pre-sales and Marketing became Lead

Generation· More ways of content

What we needed· A way to spread our word· Become a thought leader· Use the in-house knowledge· Think more strategical instead of doing

operational· A chance to act quickly· A/B testing

Deliverables· A marketing process that is aligned with Sales aimed

to increase prospect engagement· Better insight in the buyers journey of prospects.· A system to automatically feed relevant and

personalized content to prospects· A system to quickly optimize content and see what

works best· One system to do e-mailings, AB-testing, landing page

generation · Monitoring metrics aiming to track the success of

changes

Our start· Interviewed more than 150 customers and

prospects.· Gain insight in the buyers journey· Stopped because of the lack of content

The Buyers journey

Creating content· Existing content > useful content· Writing· Creating· Exploring· Etc.

The US· Nurturing campaigns

The US

Getting started with your demoHow to start an incident in one click6 short videos to helpReporting, dashboards and metricsMake sense to talk?

The UK

Now The Netherlands· Landing pages, quickly realized and

adjustable· Social Media promotion· Creating journeys

Think Big….Start Small!

Questions?

Ron van Haasteren

r.van.haasteren@topdesk.comLinkedin.com/in/ronvanhaasteren