How to Rally Around the Customer and Skyrocket Growth with Slack and Autopilot

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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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