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


Your Speakers

Brian Glover Senior Product

Marketing Manager,

Marketo

@brianjglover


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


Agenda

• Introduction

• VoC and the Customer Lifecycle

• Mimecast : Community and VoC

• Marketo and Community

• Marketo Get Satisfaction Integration

• Q&A


The Evolving Voice of Customer


Community as NextGen Engagement


Your Speakers

Don Baron Director, Business Development

Get Satisfaction

@donjbaron

Justin Pirie Cloud Strategist

Mimecast

@justinpirie


The

Brand

9

The Customer Lifecycle


The

Brand

Discover

Experience

Bond

Advocate Evaluate

Buy

10



Loyalty

Programs Pre-Sales The

Brand

Discover

Experience

Bond

Advocate Evaluate

Buy

11



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



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


© 2012 Marketo, Inc. Marketo Proprietary and Confidential 14

Support and Marketing


Support and Marketing


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


VoC Examples #1 Support

1 Support


2

1 Support

Product Feedback

VoC Examples #2 Product

Feedback


3

2

1

VoC Examples #3 Praise

19

Support

Product Feedback

Marketing


SEO benefits of community

Boost your SEO

An army of Content Generators


Grow your lists


Rich Pre-Sales Engagement



Track VoC Topic Viewed

Topic Replied

Topic MeToo’d

Topic Created



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


Personalized Messaging

• Company Updates

• Product Segmentation

• Support as Marketing


Success Metrics

New Leads

Community Activity

and Lead Conversion

Community Activity

and Sales Conversion

Content Effectiveness


Availability to our Customers

• Integration available now

• Contact us to learn more

• http://launchpoint.marketo.com/

• http://www.getsatisfaction.com

http://launchpoint.marketo.com/

http://launchpoint.marketo.com/

http://www.getsatisfaction.com


Q&A Support and Marketing are Dead.

Long Live the Voice of the

Customer

Mimecast, Get Satisfaction, Marketo


Thank you!

support and marketing are dead. long live the voice of the customer

Technology

marketo proprietary

voc marketo

community marketo

confidential support

confidential marketing

support page

confidential community

marketing page