Increase in leads
More robust
data collection
Audience-driven webinar series
Product: ON24 Webcast Elite
Use case: Demand Generation
Industry: Technology
Number of employees: 250-1,000
TOPdesk is an award-winning SaaS service management platform that helps organizations provide high-quality customer service to more than 10 million active users. The company offers a single-source solution for enterprise, IT and facility management, resulting in happier customers and easier collaboration across teams.
With customer care topping its own priority list, TOPdesk began producing live and on-demand webinars to educate customers about its products and keep them informed about current industry trends.
When their webinar creation tool started to feel outdated, the TOPdesk team turned to ON24 for its more advanced data collection and engagement options. As TOPdesk’s needs became more complex, it began searching for a webinar solution that could provide a memorable audience experience and allow TOPdesk’s marketing team to be creative with their content creation.
TOPdesk used another digital engagement platform to produce their webcasts. The solution was great for hosting meetings, but its creation needs grew in complexity, and the platform began to feel outdated. When TOPdesk’s webinar program manager, Sanne van Opstal-Brakel, approached her previous digital engagement platform about offering new features, she learned the innovation she needed wasn’t on the company’s roadmap.
According to van Opstal-Brakel, “We wanted a web-based solution that didn’t require customers to download software in order to join and didn’t limit the amount of material they could download. We were also looking for more engagement options and more robust data collection.”
Van Opstal-Brakel knew TOPdesk needed to move from meeting software to a fully-featured webinar tool. She learned about ON24 through the marketing communities she was involved in and she was immediately impressed by the engagement options ON24 offered. These tools included: Live Q&A, Group Chat, Survey, Polls, resources, CTAs, seamless customer journey registration and customized branding.
“ON24 is customer-obsessed and the staff is very approachable. We’ve loved every interaction we’ve had with the ON24 team.”
Sanne van Opstal-Brakel
Webinar Program Manager, TOPdesk
Using ON24 Webcast Elite, the TOPdesk team easily creates webinars that align with the company’s service-oriented culture, giving customers opportunities to participate and ask questions on their way to product adoption. Fun, custom backgrounds and branding options help the TOPdesk team incorporate personality into every event.
“We really love the look and feel of the live Q&A and chat features. The entire branding of the webinar captures who we are,” says van Opstal-Brakel.
The TOPdesk team finds presenters can easily implement the integrated polls and love the self-serve download access to resources the platform offers participants. In addition, they find the CTAs very useful for facilitating in-webinar registrations for upcoming events. All these features help TOPdesk to keep its customers at the center of every event.
Data collection and reporting are important to the TOPdesk team, and ON24 Connect integrates data from the ON24 platform into the company’s existing Hubspot marketing tools. Details about how customers engage with the content and which resources they download are automatically forwarded, along with questions and survey details, to the appropriate people for follow-up. Additionally, live attendance and watch-time data show the team which webinars are performing well and inform future content planning.
The TOPdesk team is pleased with the features ON24 provides for its webinar program, and van Opstal-Brakel praises the ON24 team for its customer service.
“If you are choosing a webinar platform, don’t focus solely on the features,” she said. “Make sure there is a good fit with your company. The service at ON24 is exceptional and it doesn’t feel corporate at all.”
ON24 gives TOPdesk the creative freedom to produce engaging, audience-driven webinars and participants notice the difference. Van Opstal-Brakel says, “Customers are even asking us what platform we use. They love the engagement options, the ability to customize their viewing console, and the self-service download options.”
According to van Opstal-Brakel, polling and surveys get people talking, asking questions, and providing information. Through these conversations, TOPdesk has increased user confidence in products, resulting in higher product adoption, increased upsells to new modules and consultancy sales.
While most of the TOPdesk webinars are aimed at current customers, engagement features have also helped the company generate new leads. By using polls during a recent series, the team saw a 300% jump in requests for a call-back or more product information.
Overall, van Opstal-Brakel’s experience with ON24 has been very positive. She appreciates being included in ON24 road map planning and feels the company really listens to its customers. “ON24 is customer-obsessed and the staff is very approachable. We’ve loved every interaction we’ve had with the ON24 team.”
“Customers are even asking us what platform we use. They love the engagement options, the ability to customize their viewing console, and the self-service download options.”
Sanne van Opstal-Brakel
Webinar Program Manager, TOPdesk
