This document discusses the shift from traditional product manuals and marketing content to an on-demand understanding model where "smart content" is available everywhere along the customer journey. It notes that winning companies have transformed their content into a customer experience that enables them to learn from and understand buyers and customers. The document promotes MindTouch as a software that turns user manuals into a modern digital experience that drives engagement and provides an on-demand understanding through smart content available throughout the customer journey.

1. 2010 2011 2012 2013 2014 2015 2016
A N E W C A T E G O R Y O F C U S T O M E R E N G A G E M E N T S O F T W A R E
MindTouch
launches cloud
product and
wins first customers.
Zendesk partners
with MindTouch;
first 75 customers
milestone.
SAP partners with
MindTouch. Builds SAP
integration. Launches
first shared customers.
New customer
revenue grows by
212%. Customer
renewals rates
96%.
Salesforce partners with
MindTouch.
Salesforce Analytics
Cloud Launch Partner.
Accenture partners with
MindTouch.
Salesforce Community
Cloud Launch Partner.
SAP Software Partner of
the Year.
Customer renewal rates
still at 96%.
6 Million daily requests
1.3 Billion monthly events

2. We now live in the age of on-demand understanding.

3. PRE-INTERNET
Product Manuals,
Marketing Brochures,
PDFs, FAQs,
Knowledge Bases
“Smart content” available
everywhere along the
customer journey in
“micro-moments”
One-to-one
customer
relationships
PRE-MOBILE TODAY
CONTENT IS NOW THE CUSTOMER EXPERIENCE

4. MICRO-MOMENTS
“Mobile has forever changed what we expect of
brands. It's fractured the consumer journey into
hundreds of real-time, intent-driven micro-moments.
Each is a critical opportunity for brands to shape our
decisions and preferences.”
(Google)

5. CHATBOTS
“Conversational AI platforms (CAPs) will be the next
big paradigm shift in information technology. ”
(Gartner)

6. VOICE
“20% of Google searches on Android in the U.S. are
now done by voice and 25% of online searches on the
Windows taskbar are also done by voice.”
(Gartner)

7. Internet of Things
By 2025, the Internet of Things could generate more
than $11 trillion a year in economic growth.
(McKinsey)

8. of buyers turn
to search engines
first when
researching
products.
(CEB, HBR, Gartner)
of customers buy only
from vendors that
provide product
Content online.
(Acquity Group)
of customers would
rather search online
than call.
(Forrester)
33% said they would rather
”clean a toilet” than wait for
Support.
(Aspect CX Survey)
of the purchase
process is complete
before the buyer
contacts the vendor.
(CEB)
92% 72% 76% 57%
The Shift is Undeniable and Irreversible

9. There will be winners And losers

10. From 2,000 daily active
users to 16,000 daily
active users, and
1:45 minutes on site to
11 minutes on site.

11. More than doubled
website traffic in
less than a year.
Generating more buyer
and customer insight
than ever before.

12. In one year, increased
buyer traffic by 8x.
Built insights that inform
sales, marketing and
product.

13. Didn’t understand
what the customer
wanted.
K-Mart
Taxis
Blockbuster
Newspapers/Magazines
Circuit City
Radio Shack
Blackberry
MySpace
Friendster
Orkut

14. What do winners have in common?

15. Winning companies
deliver a customer
experience that
enables them to
learn from and
understand their
buyers and
customers.

16. They have successfully transformed content
into customer experience, insights and sales.

17. They provide on-demand understanding.

18. IN PRODUCT/
CONTEXTUAL HELP
SUPPORT CHANNELS BUYER & CUSTOMER
INTELLIGENCE
GOOGLE SEARCH/SEO SALES/CRM
M A R K E T I N G S A L E S S U C C E S S / S U P P O R T
COMMERCE
SMART CONTENT IS AVAILABLE THROUGHOUT THE
CUSTOMER JOURNEY

19. IMPROVE MARKETING, SALES AND PRODUCT STRATEGY
Connect with and understand your buyers and customers better.
• Improve Marketing and
Product Strategy
• Inform Sales Channels,
Improve Sales Execution
• Identify Gaps and
Inform Content Strategy
• Increased Retention and
Upsell

20. of consumers, using
their mobile for
in-store research,
look for information
on features and
functionality.
of sales people
require product and
support content to
assist during the
sale.
of companies surveyed want to know the exact content maps
that help them close deals and renew customers.
of buyers utilize an
online source
when beginning
product research,
primarily through
search engines.
75% 70% 74% 100%
IN PRODUCT/
CONTEXTUAL HELP
SUPPORT CHANNELS BUYER & CUSTOMER
INTELLIGENCE
GOOGLE SEARCH/SEO SALES/CRM
M A R K E T I N G S A L E S S U C C E S S / S U P P O R T
CONTENT IS NOW THE CUSTOMER EXPERIENCE
COMMERCE

21. SERVING ALL INDUSTRIES AND CATEGORIES
High tech, Manufacturing, Software, B2B and B2C

22. A NEW DIGITAL EXPERIENCE THAT DRIVES
ENGAGEMENT WITH MEASURABLE VALUE.
Make money and save costs; with stuff you’ve got lying around.
I M P A C T T O W E B T R A F F I C
• 38% increase in new customer revenue • 47% decrease in customer cost
• 62% increase in renewal probability
I M P A C T T O T I M E O N S I T E
Data compiled with the express permission of MindTouch customers and use granted with commitment to anonymity.

23. TOO GOOD TO BE TRUE?
Our customers don’t think so…
Web Traffic
Increase
Time on Site
Increase
8x 20x
9x 6x
2x 10x
8x 5x

24. Customers expect product
details quickly
from their first search,
throughout the customer
journey.

25. MindTouch
Turning user manuals into a modern digital experience,
engagement, and on-demand understanding.