how to rally around the customer and skyrocket growth with slack and autopilot
TRANSCRIPT
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How to Rally Around the Customer and Skyrocket Growth with Slack + Autopilot
WEBINAR LIFTS OFF AT 11AM PDT
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ASK US ANYTHING
#slackonautopilot @AutopilotUS
@SlackHQ @VentureBeat
#nurturemachine
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TODAY’S SPEAKERS
Brad Morris Director of Marketing, Slack
@cbradmorris
#slackonautopilot
Guy Marion CMO, Autopilot
@guy_marion
Wendy Schuchart Analyst, VentureBeat
@wendyschuchart
Michael Sharkey CEO and Co-founder, Autopilot
@michaelsharkey
ABOUT AUTOPILOT
Multi-channel marketing automation software
Automate your email, sms, direct mail or CRM touchpoints throughout the customer journey
ABOUT SLACK
Slack is a platform for team communication: everything in one place, instantly searchable, available wherever you go.
#slackonautopilot
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• The magic formula: marketing automation + team communication
• Examples: new signup, user behavior tracking, NPS
• Q&A
AGENDA
#slackonautopilot
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WHAT DOES MARKETING AUTOMATION HAVE TO DO WITH
TEAM COMMUNICATION?
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THE VALUE OF SATISFIED CUSTOMERS
#slackonautopilot
Satisfied customers =word-of-mouth referrals
high organic growth rates
loyal raving fans
long-term financial success
satisfied employees
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MARKETING IS NOW MORE CUSTOMER FOCUSED
#slackonautopilot
Attract
Educate
ConvertGrow
Delight
I need to schedule social media for my company.
What are the best tools out there?
How can i make this work for my startup budget?
How can I improve my performance?
Why aren’t all my friends using this?
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BUT THIS IS A HUGE CHALLENGE FOR COMPANIES
#slackonautopilot
Siloed perspectives, disjointed handoffs between tools and teams result in delayed response times
Sally fills in a contact form about a product bug.
An email notification is sent to John on the marketing team.
John sees the email and forwards the message to the
support team.
A support ticket is created.
3 Hours Later
Sally finally hears back and tweets about her ho hum experience.
Support team creates a JIRA ticket to resolve the bug.
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HOW DO YOU CREATE SATISFIED CUSTOMERS?
#slackonautopilot
Rele
vanc
y
Immediacy (Initial Response Time)
Days Minutes
Informed Data (+)
Collaboration (+)
Uninformed Data (-)
Collaboration (-)
Quick & helpful. Best. Company. Ever.
Fast, but they didn’t answer my question…
Do they even have a support team?
Someone replied, but it took forever…
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CUE MARKETING AUTOMATION + TEAM NOTIFICATION SYSTEM
#slackonautopilot
Better team transparency, collaboration & alignment
Sally fills in a contact form about a product bug.
Autopilot automatically sends a notification to the marketing
team Slack channel.
Appropriate team members are tagged in Slack. The Support
team collaborates with the Dev team and helps the customer
immediately.
Sally tweets about her awesome experience.
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CHANNELS
Events
CRM
API
DATA
Forms + Web
Email SMS Mail CRM
Control Booth
Marketing Journeys
Customer Facing
PUSH INTERESTING MOMENTS TO CHANNELS, AUTOMATICALLY
#slackonautopilot
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EXAMPLE: URGENT REQUEST GETS A FAST,
RELEVANT RESPONSE
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COLLABORATE AND RESPOND QUICKLY TO URGENT REQUESTS
#slackonautopilot
Form submitted. Autopilot journey is triggered.
Rep reaches out to customer directly armed with relevant
communication sourced from the form filled out 5 min earlier. Rep gets the ok from Product
and Partnership teams.
Channel is alerted in Slack. Sales rep sees they are looking
for a quick integration.
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AUTOPILOT WALKTHROUGH
#slackonautopilot
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WHAT IT LOOKS LIKE IN SLACK
#slackonautopilot
Tag entire channel or individuals
Slack emojis
All form fields are mapped
Contact link to view in product
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EXAMPLE: PROACTIVELY SUPPORT CUSTOMERS
BASED ON KEY BEHAVIORS
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TRACK KEY BEHAVIORS AS THEY HAPPEN
#slackonautopilot
• Positive or negative events pushed into Slack
• Finger on the pulse to spot bugs and respond proactively
• Searchable record to review later
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GROW PRODUCT ADOPTION WITH BEHAVIOR BASED JOURNEYS
#slackonautopilot
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EXAMPLE: NET PROMOTER SCORE
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WHAT IS NET PROMOTER SCORE (NPS)?
#slackonautopilot
The Net Promoter Score measures the willingness of customers to recommend a company’s products or services to others. It gauges the
customer’s overall satisfaction and loyalty to the brand.
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NPS EMAIL EXAMPLE
#slackonautopilot
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RESULTS OF NPS
#slackonautopilot
Net Promoter Score accounts for 20% to 60% of a company’s organic growth rate.
On average, the leader in an industry has a Net Promoter Score more than double of its competitors.
Source: Bain and Co.
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WEBINAR TAKEAWAYS
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INFINITE USE CASES
#slackonautopilot
Marketers Keep tabs on performance, link to analytics dashboards automatically, and share through Slack channels
Sales Call out sales reps after a lead is assigned to them by adding the “@ salespeople” name in a chat
Product Managers Focus on user adoption and product engagement by tracking important in-app events as they happen in aggregate
Managers Create searchable repositories for collaboration around customer needs that are permanently stored
Executives Chime in to team members or events to push specific initiatives, naturally throttling urgency on assignments
Team Celebrate new customer wins and company milestones in real-time
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TAKEAWAYS
• Happy customers = happy employees, more online chatter, more word of mouth growth
• Autopilot + Slack brings together the orchestra and the control booth to drown out the
noise and be more relevant in how you engage internally and externally
#slackonautopilot
• The transparent nature of Slack allows you to rally around
your customers as events occur, creating a better customer
journey and a rich searchable history of your interactions
• Team transparency, collaboration and alignment can now be
achieved by anyone, not just the enterprise
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