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?

Tecnología Empresariales Educación

© 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

Page 5
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Evolving Voice of Customer

Page 6
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The Evolving Voice of Customer

Page 7
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Community as NextGen Engagement

© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Don Baron
Director, Business Development
Get Satisfaction
@donjbaron
Justin Pirie
Cloud Strategist
Mimecast
@justinpirie

Page 14
© 2012 Marketo, Inc. Marketo Proprietary and Confidential 14
Support and Marketing

Page 15
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Support and Marketing

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

Page 17
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
VoC Examples #1 Support
1 Support

Page 18
© 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

Page 21
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Grow your lists

Page 22
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Rich Pre-Sales Engagement

Page 23
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Rich Pre-Sales Engagement
Track VoC
Topic Viewed
Topic Replied
Topic MeToo’d
Topic Created

Page 24
© 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

Page 25
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Personalized Messaging
• Company Updates
• Product Segmentation
• Support as Marketing

Page 26
© 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

Page 28
© 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

© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!

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1. © 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

3. 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

4. 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

12. 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

13. 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

16. 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

24. Page 24 © 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

27. 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

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

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