TOPdesk needed a new way to spread information about their service management software and generate more leads. They implemented Marketo to help with lead generation, provide better insight into prospects' buying journeys, and allow for quick A/B testing of content. Marketo gives them a centralized system to manage email campaigns, landing pages, and other content to engage prospects at different stages in the sales process. An initial interview of over 150 customers provided insights to start creating relevant nurturing content for prospects in different regions.

1. Why TOPdesk is using Marketo
Ron van Haasteren, Coordinator Marketing Communication

2. About TOPdesk
· Service Management
· Software and Consultancy
· Offices in nine countries, Dutch Headquartered
· 4.400+ customers in 50 countries

3. How we grew
· 1.000 cold calls
· 100 IP’s
· 10 Demo’s
· 1 customer

4. What changed
· Cold calling decreased
· New marketing ways
· Pre-sales and Marketing became Lead Generation
· More ways of content

5. 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

6. 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

7. Our start
· Interviewed more than 150 customers and
prospects.
· Gain insight in the buyers journey
· Stopped because of the lack of content

8. The Buyers journey

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

10. The US
· Nurturing campaigns

11. The US
Getting started with your demo
How to start an incident in one click
6 short videos to help
Reporting, dashboards and metrics
Make sense to talk?

13. The UK

14. Now The Netherlands
· Landing pages, quickly realized and adjustable
· Social Media promotion
· Creating journeys

16. Think Big….
Start Small!

17. Questions?
Ron van Haasteren
r.van.haasteren@topdesk.com
Linkedin.com/in/ronvanhaasteren