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Marketers today are under more pressure than ever to deliver bottom-line results. This series sponsored by Autopilot explores how essential automation has become in that pursuit and the many ways it’s evolving to shape the customer journey from acquisition through to greater lifetime value. Check out the whole series here.
Join Autopilot and Slack for this live webinar on Wednesday, June 3 at 11 a.m. Pacific, 2 p.m. Eastern. Register here for free.
Trying to achieve true customer focus can be a struggle given longstanding friction between marketing and sales departments. The silos persist across scores of organizations, and then you have customer or tech support over in another silo, and one hand is often unaware of what the other is doing. As a result, the customer gets lost in the shuffle.
This is where the beauty of Slack comes in, an internal team communications tool that’s grown to become a billion dollar unicorn. Companies are now using it in conjunction with marketing automation tools and finding a whole new level of transparency that translates into improved customer support, faster product fixes, and a whole myriad of problems solved with greater efficiency.
“Sales and marketing are usually after the same goals, but the relationship between them can sometimes be tumultuous,” says Brad Morris, director of marketing at Slack. “When every team, from sales to marketing to engineering has transparent access to issues, there’s a feedback loop that gets things done faster, brings teams together, and improves the customer experience.”
It’s not that difficult to achieve when you integrate these two technologies. Companies like Autopilot are seeing many customers pair the two together and seeing a transformation in their customer focus and responsiveness.
“The best type of marketing touch is a positive support experience,” Morris continues. “If your customer keeps having those, they’re going to see that you’re there to make them successful and they’ll tell others.”
It’s not just a matter of issues and support, of course. Marketing automation triggers all kinds of critical notifications that enable companies to engage customers at important junctures and grow their value. By integrating these kinds of notifications with an internal comms tool, you eliminate the inefficiency of clogged email accounts, and integrate an entire team to respond to maximum effect — resulting in happy customers and stronger growth cycles.
Don’t miss out.
What you’ll learn:
- The essential components of providing an end-to-end customer experience
- The data you should be capturing and how it should be communicated
- How to track marketing performance and important milestones (and reduce inbox clutter)
- How to collect customer feedback in real-time and act quickly on new user challenges
- How to focus on user adoption and product engagement
- How to build better cross team alignment and internal communications to enhance the customer experience
Brad Morris, Director of Advertising and Marketing Operations at Slack Brad’s worked in the B2B SaaS space for 6 years and counting. Before joining Slack he held various marketing positions at Salesforce.com and most recently Zendesk. A native of the south, Brad is a proud Ole Miss graduate.
Mike Sharkey, CEO at Autopilot Mike co-founded Autopilot and has served as CEO since November 2011. Prior to founding Autopilot, Michael joined his brother Chris to grow start-up Stayz into a top Australian rental booking site (acquired by FairFax Digital in 2006 and again by HomeAway for $225M in 2013).He also co-founded Sharkey Media with his brother Chris, where he helped grow Australian startups, marketing programs, and websites.
Guy Marion, CMO at Autopilot Prior to joining Autopilot, Guy worked as Senior Director – High Velocity Sales & User Acquisition at Zendesk, VP & General Manager of CollabNet, and CEO of Codesion. Guy received his BS at Stanford University and Ph.D. at the University of Queensland.
Wendy Schuchart, Analyst at VentureBeat
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