Support and Marketing Are Dead. Long Live the Voice of the Customer
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Hear Justin Pirie (Mimecast), Don Baron (Get Satisfaction), and Brian Glover (Marketo) explore how support and marketing can work together to hear, measure, and respond to the voice of the customer.
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Support and Marketing Are Dead. Long Live the Voice of the Customer
- 1. Support and Marketing are Dead. Long Live the Voice of the Customer Justin Pirie, Mimecast Don Baron, Get Satisfaction Brian Glover, Marketo #LaunchPoint © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 2. Your Speakers Brian Glover Senior Product Marketing Manager, Marketo @brianjglover © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 3. Quick Housekeeping • Chat box is available if you have any questions • There will be time for a Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides/recording • Twitter hashtag: #Launchpoint Page 3 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 4. Agenda • Introduction • VoC and the Customer Lifecycle • Mimecast : Community and VoC • Marketo and Community • Marketo Get Satisfaction Integration • Q&A Page 4 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 5. The Evolving Voice of Customer Page 5 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 6. The Evolving Voice of Customer Page 6 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 7. Community as NextGen Engagement Page 7 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 8. Your Speakers Justin Pirie Don Baron Cloud Strategist Director, Business Development Mimecast Get Satisfaction @justinpirie @donjbaron © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 9. The Customer Lifecycle The Brand Page 9 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 9
- 10. The Customer Lifecycle Discover Advocate Evaluate The Brand Bond Buy Experience Page 10 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 10
- 11. The Customer Lifecycle Discover Advocate Evaluate Loyalty The Pre-Sales Programs Brand Bond Buy Experience Page 11 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 11
- 12. The Customer Lifecycle Why are all my friends talking about Brand X? I love this product and here’s why! Discover What’s the difference between Brand X and Brand Y? Advocate Evaluate Loyalty The Pre-Sales Programs Here’s the best way Brand to set up the product Where can I buy it? Which version? Bond Buy I wish the product Experience had more features Page 12 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 12
- 13. The Customer Lifecycle Why are all my friends talking about Brand X? I love this product and here’s why! Discover What’s the difference between Brand X and Brand Y? Advocate Evaluate Loyalty The Pre-Sales Programs Here’s the best way Brand to set up the product Where can I buy it? Which version? Bond Support works Buy with Customers Marketing works I wish the product Experience with Prospects had more features Page 13 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 13
- 14. Support and Marketing Page 14 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 14
- 15. Support and Marketing Page 15 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 16. Mimecast Case Study • Cloud Services that Augment Microsoft Exchange • Email Archiving, Continuity and Security • Dropbox, Sharepoint, Box and File Archiving • 500 Staff, 7000 Customers and over 1.8m users Page 16 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 17. VoC Examples #1 Support 1 Support Page 17 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 18. VoC Examples #2 Product Feedback 1 Support 2 Product Feedback Page 18 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 19. VoC Examples #3 Praise 1 Support 2 Product Feedback 3 Marketing Page 19 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 19
- 20. SEO benefits of community Boost your SEO An army of Content Generators Page 20 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 21. Grow your lists Page 21 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 22. Rich Pre-Sales Engagement Page 22 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 23. Rich Pre-Sales Engagement Track VoC Topic Viewed Topic Replied Topic MeToo’d Topic Created Page 23 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 24. Rich Pre-Sales Engagement Track VoC Act on VoC Topic Viewed Adjust Lead Score Topic Replied Add to Campaigns Topic MeToo’d Notify Sales Rep Topic Created Create SFDC Tasks/Moments Page 24 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 25. Personalized Messaging • Company Updates • Product Segmentation • Support as Marketing Page 25 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 26. Success Metrics New Leads Community Activity and Lead Conversion Community Activity and Sales Conversion Content Effectiveness Page 26 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 27. Availability to our Customers • Integration available now • Contact us to learn more • http://launchpoint.marketo.com/ • http://www.getsatisfaction.com Page 27 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 28. Q&A Support and Marketing are Dead. Long Live the Voice of the Customer Mimecast, Get Satisfaction, Marketo Page 28 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 29. Thank you! © 2012 Marketo, Inc. Marketo Proprietary and Confidential