TOPdesk
- SEA - strategy - email automation
TOPdesk started over 25 years ago as a simple ticketing tool for IT help desks. By now, TOPdesk is the go-to party when it comes to getting the service management process right.
At CARAMBA! we are very familiar with software and IT service providers, as we have several clients in that same segment. We speak the same language and we understand how the internal organization, like TOPdesk, operates. This is necessary to achieve as many successes as possible.
The challenge for
TOPdesk MSP
That customers were coming in, the MSP team knew. But based on what marketing efforts was still unclear. The primary need was to make the online ecosystem measurable and insightful. To then apply optimizations to that and achieve much greater efficiency. In other words, the question to us was, “Which efforts are going well, which are not, and then how can we improve them?
Phase 1: building the marketing foundation
To answer TOPdesk MSP’s question, we first did a comprehensive audit. What are the most effective marketing efforts and how can we improve them? We also launched a customer survey to get to know the target audience even better. The conclusions from the marketing audit were translated into an improvement proposal.
No one-size fits all solution
Most importantly, CARAMBA! operates as an extension of TOPdesk. We almost became part of the organization. It is a complete collaboration in which we interact with different departments within the company.
Get rid of that insular culture. There is a very high level of commitment from both sides. Moreover, we do not have a “one-size fits all” solution. We created a custom approach based on the need and pain points. We provide TOPdesk with knowledge and in this way we pull the marketing policy to a higher level.
Phase 2: outlining the strategy
After the audit, we organized strategy sessions spread over several days. During these sessions, we clarified the proposition, who the target audience is, and the buying process. We built personas based on the customer survey. We brought all the elements together in a renewed proposition. We translated this proposition into new campaigns, tightly focused on the target audience with an appropriate message.
Phase 3: implementation and optimizations
The broad technical audit and strategic sessions clarified many things for us. Based on this information, we used big data to target the right audience and create even more insight. Furthermore, the marketing mix consists of SEA, Display advertising, social advertising and e-mail automation.
“Think about advanced marketing automation funnels to keep your target audience engaged. But it also includes the use of Big Data, influencer marketing, radio, outdoor, customer journey mapping and programmatic campaigns. Your marketing foundation stands like a house, and that’s a great achievement! But to get even more out of your marketing efforts, it’s time to go to the NEXT level.”
Anneke
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