TOPdesk

ITSM Investment Toolkit

Driving demand with Inbound Content

Content Strategy • Design • Advertising

TOPdesk had developed several assets with the intent to streamline IT processes, both for customers and prospects. While many assets were available to use for marketing initiatives, they had not been adapted to suit North American markets.

At the same time, Canada and US branches saw the need to improve intent-proven, quality lead generation. In both branches, we began to employ an ABM marketing tactic with the intent to target focus industries with advertising and sales outreach collaboration.

Project Goals

Content was personalized to specific ABM accounts within the US and Canada. This includes the toolkit assets themselves, but also digital paid targeting and copy, landing pages, and contact workflows.
TOPdesk was lacking assets that would drive intent-driven key audiences with an interest in enhancing the selection process of their new tool. Our goal was to develop assets that could improve our value-offer, on and off-site.
Our ITSM investment toolkit was designed to provide IT decision makers with tools and guides to enhance their tool evaluation and selection process. This means if we gained a lead from this asset, there was implied intent to review an ITSM tool. It’s a win-win!