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

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© 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

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© 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

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

The Evolving Voice of Customer

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

The Evolving Voice of Customer

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© 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

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

The

Brand

9

The Customer Lifecycle

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

The

Brand

Discover

Experience

Bond

Advocate Evaluate

Buy

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The Customer Lifecycle

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Loyalty

Programs Pre-Sales The

Brand

Discover

Experience

Bond

Advocate Evaluate

Buy

11

The Customer Lifecycle

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© 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

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© 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

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential 14

Support and Marketing

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Support and Marketing

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© 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

VoC Examples #1 Support

1 Support

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

2

1 Support

Product Feedback

VoC Examples #2 Product

Feedback

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

3

2

1

VoC Examples #3 Praise

19

Support

Product Feedback

Marketing

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© 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

Grow your lists

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© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Rich Pre-Sales Engagement

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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

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© 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

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Thank you!