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Support and Marketing Are Dead. Long Live the Voice of the Customer
 

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 ...

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?

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    Support and Marketing Are Dead. Long Live the Voice of the Customer Support and Marketing Are Dead. Long Live the Voice of the Customer Presentation Transcript

    • © 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
    • © 2012 Marketo, Inc. Marketo Proprietary and ConfidentialYour SpeakersBrian GloverSenior ProductMarketing Manager,Marketo@brianjglover
    • 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
    • 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
    • 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 Satisfaction@donjbaronJustin PirieCloud StrategistMimecast@justinpirie
    • Page 9© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialTheBrand9The Customer Lifecycle
    • Page 10© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialTheBrandDiscoverExperienceBondAdvocate EvaluateBuy10The Customer Lifecycle
    • Page 11© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialLoyaltyPrograms Pre-SalesTheBrandDiscoverExperienceBondAdvocate EvaluateBuy11The Customer Lifecycle
    • 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
    • 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
    • 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 MicrosoftExchange• Email Archiving, Continuity and Security• Dropbox, Sharepoint, Box and FileArchiving• 500 Staff, 7000 Customers and over 1.8musers
    • 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 Generators
    • 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 RepliedTopic MeToo’dTopic Created
    • 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
    • Page 25© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialPersonalized Messaging• Company Updates• Product Segmentation• Support as Marketing
    • Page 26© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSuccess MetricsNew LeadsCommunity Activityand Lead ConversionCommunity Activityand Sales ConversionContentEffectiveness
    • 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
    • Page 28© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialQ&ASupport and Marketing are Dead.Long Live the Voice of theCustomerMimecast, Get Satisfaction, Marketo
    • © 2012 Marketo, Inc. Marketo Proprietary and ConfidentialThank you!