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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!
