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© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSupport and Marketing are Dead. Long Livethe Voice of the Custome...
© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialYour SpeakersBrian GloverSenior ProductMarketing Manager,Marketo@...
Page 3© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialQuick Housekeeping• Chat box is available if you have anyqu...
Page 4© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialAgenda• Introduction• VoC and the Customer Lifecycle• Mimec...
Page 5© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialThe Evolving Voice of Customer
Page 6© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialThe Evolving Voice of Customer
Page 7© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialCommunity as NextGen Engagement
© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialYour SpeakersDon BaronDirector, Business DevelopmentGet Satisfact...
Page 9© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialTheBrand9The Customer Lifecycle
Page 10© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialTheBrandDiscoverExperienceBondAdvocate EvaluateBuy10The Cu...
Page 11© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialLoyaltyPrograms Pre-SalesTheBrandDiscoverExperienceBondAdv...
Page 12© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialLoyaltyPrograms Pre-SalesWhere can I buy it?Which version?...
Page 13© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialMarketing workswith ProspectsSupport workswith CustomersLo...
Page 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential 14Support and Marketing
Page 15© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSupport and Marketing
Page 16© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialMimecast Case Study• Cloud Services that Augment Microsoft...
Page 17© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialVoC Examples #1 Support1 Support
Page 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential21 SupportProduct FeedbackVoC Examples #2 ProductFeedback
Page 19© 2012 Marketo, Inc. Marketo Proprietary and Confidential321VoC Examples #3 Praise19SupportProduct FeedbackMarketing
Page 20© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSEO benefits of communityBoost your SEOAn army of Content ...
Page 21© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialGrow your lists
Page 22© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialRich Pre-Sales Engagement
Page 23© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialRich Pre-Sales EngagementTrack VoCTopic ViewedTopic Replie...
Page 24© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialRich Pre-Sales EngagementTrack VoCTopic ViewedTopic Replie...
Page 25© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialPersonalized Messaging• Company Updates• Product Segmentat...
Page 26© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSuccess MetricsNew LeadsCommunity Activityand Lead Convers...
Page 27© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialAvailability to our Customers• Integration available now• ...
Page 28© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialQ&ASupport and Marketing are Dead.Long Live the Voice of t...
© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialThank you!
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Support and Marketing Are Dead. Long Live the Voice of the Customer

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The old mindset of marketing and support being separate functions is not a formula for success. Imagine a world where both marketing and support hear, measure, and respond to the voice of the customer. Join us for this eye-opening webinar that will explore how support and marketing can work together.

Hear Justin Pirie, Cloud Strategist at Mimecast, and Don Baron, Director, Business Development at Get Satisfaction, discuss this new frontier of the “voice of the customer."

You will learn:
What is the “voice of the customer?”
How can support and marketing leverage the voice of the customer?
How does Get Satisfaction’s community platform and Marketo’s marketing platform work together to drive customer acquisition and support?

Published in: Technology, Business, Education
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Transcript of "Support and Marketing Are Dead. Long Live the Voice of the Customer"

  1. 1. © 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSupport and Marketing are Dead. Long Livethe Voice of the Customer#LaunchPointJustin Pirie, MimecastDon Baron, Get SatisfactionBrian Glover, Marketo
  2. 2. © 2012 Marketo, Inc. Marketo Proprietary and ConfidentialYour SpeakersBrian GloverSenior ProductMarketing Manager,Marketo@brianjglover
  3. 3. Page 3© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialQuick Housekeeping• Chat box is available if you have anyquestions• There will be time for a Q&A at the end• We will be recording the webinar forfuture viewing• All attendees will receive a copy of theslides/recording• Twitter hashtag: #Launchpoint
  4. 4. Page 4© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialAgenda• Introduction• VoC and the Customer Lifecycle• Mimecast : Community and VoC• Marketo and Community• Marketo Get Satisfaction Integration• Q&A
  5. 5. Page 5© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialThe Evolving Voice of Customer
  6. 6. Page 6© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialThe Evolving Voice of Customer
  7. 7. Page 7© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialCommunity as NextGen Engagement
  8. 8. © 2012 Marketo, Inc. Marketo Proprietary and ConfidentialYour SpeakersDon BaronDirector, Business DevelopmentGet Satisfaction@donjbaronJustin PirieCloud StrategistMimecast@justinpirie
  9. 9. Page 9© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialTheBrand9The Customer Lifecycle
  10. 10. Page 10© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialTheBrandDiscoverExperienceBondAdvocate EvaluateBuy10The Customer Lifecycle
  11. 11. Page 11© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialLoyaltyPrograms Pre-SalesTheBrandDiscoverExperienceBondAdvocate EvaluateBuy11The Customer Lifecycle
  12. 12. Page 12© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialLoyaltyPrograms Pre-SalesWhere can I buy it?Which version?What’s the differencebetween Brand Xand Brand Y?Why are all my friendstalking about Brand X?Here’s the best wayto set up the productI wish the producthad more featuresI love this product andhere’s why!TheBrandDiscoverExperienceBondAdvocate EvaluateBuy12The Customer Lifecycle
  13. 13. Page 13© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialMarketing workswith ProspectsSupport workswith CustomersLoyaltyPrograms Pre-SalesWhere can I buy it?Which version?What’s the differencebetween Brand Xand Brand Y?Why are all my friendstalking about Brand X?Here’s the best wayto set up the productI wish the producthad more featuresI love this product andhere’s why!TheBrandDiscoverExperienceBondAdvocate EvaluateBuy13The Customer Lifecycle
  14. 14. Page 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential 14Support and Marketing
  15. 15. Page 15© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSupport and Marketing
  16. 16. Page 16© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialMimecast Case Study• Cloud Services that Augment MicrosoftExchange• Email Archiving, Continuity and Security• Dropbox, Sharepoint, Box and FileArchiving• 500 Staff, 7000 Customers and over 1.8musers
  17. 17. Page 17© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialVoC Examples #1 Support1 Support
  18. 18. Page 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential21 SupportProduct FeedbackVoC Examples #2 ProductFeedback
  19. 19. Page 19© 2012 Marketo, Inc. Marketo Proprietary and Confidential321VoC Examples #3 Praise19SupportProduct FeedbackMarketing
  20. 20. Page 20© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSEO benefits of communityBoost your SEOAn army of Content Generators
  21. 21. Page 21© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialGrow your lists
  22. 22. Page 22© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialRich Pre-Sales Engagement
  23. 23. Page 23© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialRich Pre-Sales EngagementTrack VoCTopic ViewedTopic RepliedTopic MeToo’dTopic Created
  24. 24. Page 24© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialRich Pre-Sales EngagementTrack VoCTopic ViewedTopic RepliedTopic MeToo’dTopic CreatedAct on VoCAdjust Lead ScoreAdd to CampaignsNotify Sales RepCreate SFDC Tasks/Moments
  25. 25. Page 25© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialPersonalized Messaging• Company Updates• Product Segmentation• Support as Marketing
  26. 26. Page 26© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSuccess MetricsNew LeadsCommunity Activityand Lead ConversionCommunity Activityand Sales ConversionContentEffectiveness
  27. 27. Page 27© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialAvailability to our Customers• Integration available now• Contact us to learn more• http://launchpoint.marketo.com/• http://www.getsatisfaction.com
  28. 28. Page 28© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialQ&ASupport and Marketing are Dead.Long Live the Voice of theCustomerMimecast, Get Satisfaction, Marketo
  29. 29. © 2012 Marketo, Inc. Marketo Proprietary and ConfidentialThank you!
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