Support and Marketing Are Dead. Long Live the Voice of the Customer
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Transcript of Support and Marketing Are Dead. Long Live the Voice of the Customer
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Support and Marketing are Dead. Long Live
the Voice of the Customer
#LaunchPoint
Justin Pirie, Mimecast
Don Baron, Get Satisfaction
Brian Glover, Marketo
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Brian Glover Senior Product
Marketing Manager,
Marketo
@brianjglover
Page 3
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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 4
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Agenda
• Introduction
• VoC and the Customer Lifecycle
• Mimecast : Community and VoC
• Marketo and Community
• Marketo Get Satisfaction Integration
• Q&A
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Don Baron Director, Business Development
Get Satisfaction
@donjbaron
Justin Pirie Cloud Strategist
Mimecast
@justinpirie
Page 10
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The
Brand
Discover
Experience
Bond
Advocate Evaluate
Buy
10
The Customer Lifecycle
Page 11
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Loyalty
Programs Pre-Sales The
Brand
Discover
Experience
Bond
Advocate Evaluate
Buy
11
The Customer Lifecycle
Page 12
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Loyalty
Programs Pre-Sales
Where can I buy it?
Which version?
What’s the difference
between Brand X
and Brand Y?
Why are all my friends
talking about Brand X?
Here’s the best way
to set up the product
I wish the product
had more features
I love this product and
here’s why!
The
Brand
Discover
Experience
Bond
Advocate Evaluate
Buy
12
The Customer Lifecycle
Page 13
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Marketing works
with Prospects
Support works
with Customers
Loyalty
Programs Pre-Sales
Where can I buy it?
Which version?
What’s the difference
between Brand X
and Brand Y?
Why are all my friends
talking about Brand X?
Here’s the best way
to set up the product
I wish the product
had more features
I love this product and
here’s why!
The
Brand
Discover
Experience
Bond
Advocate Evaluate
Buy
13
The Customer Lifecycle
Page 16
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
2
1 Support
Product Feedback
VoC Examples #2 Product
Feedback
Page 19
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
3
2
1
VoC Examples #3 Praise
19
Support
Product Feedback
Marketing
Page 20
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
SEO benefits of community
Boost your SEO
An army of Content Generators
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Rich Pre-Sales Engagement
Track VoC Topic Viewed
Topic Replied
Topic MeToo’d
Topic Created
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Rich Pre-Sales Engagement
Track VoC Topic Viewed
Topic Replied
Topic MeToo’d
Topic Created
Act on VoC Adjust Lead Score
Add to Campaigns
Notify Sales Rep
Create SFDC Tasks/Moments
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Personalized Messaging
• Company Updates
• Product Segmentation
• Support as Marketing
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Success Metrics
New Leads
Community Activity
and Lead Conversion
Community Activity
and Sales Conversion
Content Effectiveness
Page 27
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Availability to our Customers
• Integration available now
• Contact us to learn more
• http://launchpoint.marketo.com/
• http://www.getsatisfaction.com
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Q&A Support and Marketing are Dead.
Long Live the Voice of the
Customer
Mimecast, Get Satisfaction, Marketo