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?

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

2. © 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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The Evolving Voice of Customer

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

8. © 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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The
Brand
9
The Customer Lifecycle

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The
Brand
Discover
Experience
Bond
Advocate Evaluate
Buy
10
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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Support and Marketing

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Support and Marketing

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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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VoC Examples #1 Support
1 Support

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2
1 Support
Product Feedback
VoC Examples #2 Product
Feedback

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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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Grow your lists

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Rich Pre-Sales Engagement

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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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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

29. © 2012 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!