{"id":6909,"date":"2019-12-18T09:00:45","date_gmt":"2019-12-18T17:00:45","guid":{"rendered":"https:\/\/clickup.com\/blog\/?p=6909"},"modified":"2023-07-11T09:59:28","modified_gmt":"2023-07-11T16:59:28","slug":"how-marketing-and-customer-support-teams-can-work-together-better","status":"publish","type":"post","link":"https:\/\/clickup.com\/blog\/how-marketing-and-customer-support-teams-can-work-together-better\/","title":{"rendered":"How Marketing and Customer Support Teams Can Work Together Better"},"content":{"rendered":"\n<p><span style=\"font-weight: 400;\">Did you know that only <\/span><a href=\"https:\/\/www.mycustomer.com\/experience\/engagement\/the-stats-that-prove-silos-are-your-biggest-cx-challenge\"><span style=\"font-weight: 400;\">29% of companies<\/span><\/a><span style=\"font-weight: 400;\"> say that teams work collaboratively to accomplish organization-wide goals? Furthermore, according to the same eConsultancy study, 40% of respondents said that <\/span><a href=\"https:\/\/www.mycustomer.com\/experience\/engagement\/the-stats-that-prove-silos-are-your-biggest-cx-challenge\"><span style=\"font-weight: 400;\">different teams all had different motivations and goals<\/span><\/a><span style=\"font-weight: 400;\">, not aligning to a unified common cause. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Cross-functionality is the way of the future\u2014 cross-functional projects with strong support from upper management had a <\/span><a href=\"https:\/\/hbr.org\/2015\/06\/75-of-cross-functional-teams-are-dysfunctional\"><span style=\"font-weight: 400;\">76% success rate<\/span><\/a><span style=\"font-weight: 400;\">. Those teams that had just moderate support succeeded only 20% percent of the time.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/clickup.com\/blog\/marketing\/\">Marketing<\/a> and support are two teams that are so deeply aligned in customer focus that it makes sense that they should work together. There are <\/span><a href=\"https:\/\/clickup.com\/blog\"><span style=\"font-weight: 400;\">tons of opportunities for the two to pull from their respective strengths and bolster up company initiatives even more<\/span><\/a><span style=\"font-weight: 400;\">.&nbsp; <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Here are four ways that the two can work together to deeply benefit your company and your customers.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"480\" height=\"267\" src=\"https:\/\/clickup.com\/blog\/wp-content\/uploads\/2019\/12\/satisfied.gif\" alt=\"listen to satisfied customers\" class=\"wp-image-17670\"\/><\/figure><\/div>\n\n<div class=\"wp-block-ub-table-of-contents-block ub_table-of-contents\" id=\"ub_table-of-contents-a6bd3ce3-2fee-43d0-8a00-19497f611d03\" data-linktodivider=\"false\" data-showtext=\"show\" data-hidetext=\"hide\" data-scrolltype=\"auto\" data-enablesmoothscroll=\"false\" data-initiallyhideonmobile=\"false\" data-initiallyshow=\"true\"><div class=\"ub_table-of-contents-header-container\" style=\"\">\n\t\t\t<div class=\"ub_table-of-contents-header\" style=\"text-align: left; \">\n\t\t\t\t<div class=\"ub_table-of-contents-title\">This Article Contains:<\/div>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t<\/div><div class=\"ub_table-of-contents-extra-container\" style=\"\">\n\t\t\t<div class=\"ub_table-of-contents-container ub_table-of-contents-1-column \">\n\t\t\t\t<ul style=\"\"><li style=\"\"><a href=\"https:\/\/clickup.com\/blog\/how-marketing-and-customer-support-teams-can-work-together-better\/#0-social-media-support-\" style=\"\">Social Media Support<\/a><\/li><li style=\"\"><a href=\"https:\/\/clickup.com\/blog\/how-marketing-and-customer-support-teams-can-work-together-better\/#1-sharing-customer-stories-\" style=\"\">Sharing Customer Stories<\/a><\/li><li style=\"\"><a href=\"https:\/\/clickup.com\/blog\/how-marketing-and-customer-support-teams-can-work-together-better\/#2-content-creation-\" style=\"\">Content Creation<\/a><\/li><li style=\"\"><a href=\"https:\/\/clickup.com\/blog\/how-marketing-and-customer-support-teams-can-work-together-better\/#3-customer-loyalty-programs-\" style=\"\">Customer Loyalty Programs<\/a><\/li><li style=\"\"><a href=\"https:\/\/clickup.com\/blog\/how-marketing-and-customer-support-teams-can-work-together-better\/#4-how-to-do-it-\" style=\"\">How to Do It<\/a><\/li><li style=\"\"><a href=\"https:\/\/clickup.com\/blog\/how-marketing-and-customer-support-teams-can-work-together-better\/#5-conclusion-\" style=\"\">Conclusion<\/a><\/li><\/ul>\n\t\t\t<\/div>\n\t\t<\/div><\/div>\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"0-social-media-support-\"><span style=\"font-weight: 400;\">Social Media Support<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">An astonishing number of customers go to <a href=\"https:\/\/www.avasam.com\/59-social-media-statistics-you-need-to-know\/\">social media<\/a> to seek out customer support: <\/span><a href=\"https:\/\/www.socialmediatoday.com\/social-business\/social-media-customer-service-statistics-and-trends-infographic\"><span style=\"font-weight: 400;\">70% of consumers<\/span><\/a><span style=\"font-weight: 400;\"> indicated that they have used sites like Facebook or Twitter to seek resolution for a product issue at least once. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">On the flip side, in <\/span><a href=\"http:\/\/www.thedrum.com\/news\/2015\/04\/24\/facebook-influences-over-half-shoppers-says-digitaslbi-s-connected-commerce-report\"><span style=\"font-weight: 400;\">2015 Facebook influenced 52% of consumers<\/span><\/a><span style=\"font-weight: 400;\">\u2019 online and offline purchases, up from 36% in 2014. Needless to say, it benefits both marketing <\/span><i><span style=\"font-weight: 400;\">and <\/span><\/i><span style=\"font-weight: 400;\">customer support to have a <a href=\"https:\/\/www.candybar.co\/blog\/restaurant-social-media-mistakes\/\">social media<\/a> presence.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Your marketing team, however, is probably not equipped to answer the difficult product questions that some of your customers might have. Similarly, your support team is not familiar with the latest marketing trends, or how to make compelling content. Working <\/span><i><span style=\"font-weight: 400;\">together<\/span><\/i><span style=\"font-weight: 400;\">, though, they can make internet fireworks.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">There are <\/span><a href=\"https:\/\/chatra.io\/books\/ultimate-guide-to-customer-service-channels\/\"><span style=\"font-weight: 400;\">many tools on the internet nowadays that grant your teams the ability to work together on social media<\/span><\/a><span style=\"font-weight: 400;\">. Tools like Hootsuite, Buffer, and Tweetdeck all make <a href=\"https:\/\/www.reallysimplesystems.com\/blog\/align-sales-and-marketing\/\">multi-team management<\/a> easy, so both your marketing and support teams can work together to knock it out of the park.<\/span><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"1-sharing-customer-stories-\"><span style=\"font-weight: 400;\">Sharing Customer Stories<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">While it might seem like most marketing teams have amazing content creation engines, <\/span><a href=\"https:\/\/www.zazzlemedia.co.uk\/resources\/state-content-marketing-survey-2017\/\"><span style=\"font-weight: 400;\">60% of marketers find it difficult to produce content regularly.<\/span><\/a><span style=\"font-weight: 400;\"> But <\/span><a href=\"https:\/\/optinmonster.com\/content-marketing-statistics\/\"><span style=\"font-weight: 400;\">72% of marketers<\/span><\/a><span style=\"font-weight: 400;\"> also say that content marketing is one of the best ways to generate new leads and potential customers. So, if so many people are struggling with it, but also simultaneously recognize how important it is, what are they to do?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">While not all of them are for support, <\/span><a href=\"https:\/\/www.templafy.com\/blog\/how-many-emails-are-sent-every-day-top-email-statistics-your-business-needs-to-know\/\"><span style=\"font-weight: 400;\">269 billion emails are sent each day<\/span><\/a><span style=\"font-weight: 400;\">, with just over 3.7 billion email users worldwide. Even if support only made up 1% of all of those emails, that\u2019s still a lot of content and user experiences that could be pulled from to write content. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">People love reading stories and experiences about other people using a product\u2014it\u2019s why <a href=\"https:\/\/archive.com\/blog\/what-is-social-proof-and-why-is-it-beneficial-in-marketing\" target=\"_blank\" rel=\"noreferrer noopener\">social proof<\/a> is so valuable nowadays. Using stories from customers just like them is a surefire way to get the attention of additional consumers, and get them walking in the door.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Along with that, creating alignment between the two teams helps your marketing team better identify users or companies that might make for excellent ongoing content, <a href=\"https:\/\/clickup.com\/blog\/case-study-templates\/\">such as case studies<\/a>, or use case examples. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Your <a href=\"https:\/\/www.nextiva.com\/blog\/call-center-metrics.html\">support team metrics<\/a>, specifically CSAT or NPS are also largely unmined resources for testimonials and examples of customer happiness that could potentially be shared far and wide with your user base. For example, if you send your promoter scores into <\/span><a href=\"https:\/\/zapier.com\/apps\/clickup\/integrations\/zapier\"><span style=\"font-weight: 400;\">ClickUp using the Zapier integration<\/span><\/a><span style=\"font-weight: 400;\">, your marketing team can follow-up on them to create testimonial content or blog posts highlighting unique customer use cases.<\/span><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"2-content-creation-\"><span style=\"font-weight: 400;\">Content Creation<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Nobody knows what people ask for and care about more than your support team. Day in and day out they spend their time fielding questions and concerns from your most important assets: your customers. Not only that, but at most companies, the support team is also responsible for creating documentation. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Who better to help your marketing team create best practice blogs, guides, and ebooks to get potential new leads in the door?<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"480\" height=\"203\" src=\"https:\/\/clickup.com\/blog\/wp-content\/uploads\/2019\/12\/leads.gif\" alt=\"man saying the leads are weak\" class=\"wp-image-17669\"\/><\/figure><\/div>\n\n\n<p><span style=\"font-weight: 400;\">According to CMI &amp; MarketingProfs, <\/span><a href=\"https:\/\/www.slideshare.net\/CMI\/b2b-content-marketing-2019-benchmarks-budgets-and-trendsnorth-america?ref=https:\/\/contentmarketinginstitute.com\/2018\/10\/research-b2b-audience\/\"><span style=\"font-weight: 400;\">90% of the most successful B2B content marketers<\/span><\/a><span style=\"font-weight: 400;\"> prioritize their audience\u2019s informational needs over their own sales\/promotional message. What that means is that they learn about what their customers actually care about and write about <\/span><i><span style=\"font-weight: 400;\">that<\/span><\/i><span style=\"font-weight: 400;\"> rather than the latest product that just came out. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Empowering your regular users to become power users helps both your support and marketing efforts. In support, creating educated users helps decrease ticket volume. For marketing, creating loyal, excited users usually make them into promoters. Promoters are <\/span><a href=\"https:\/\/experiencematters.blog\/\"><span style=\"font-weight: 400;\">4.2 times more likely to buy again<\/span><\/a><span style=\"font-weight: 400;\">, 5.6 times more likely to forgive a company after a mistake and 7.2 times more likely to try a new offering compared with detractors. That\u2019s pretty valuable all around.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Because your support team is responsible for talking to customers and learning all about them,&nbsp; your support team is an ocean of valuable, viable ideas. Talk to your team to figure out what people are really going through, as opposed to what you <\/span><i><span style=\"font-weight: 400;\">think <\/span><\/i><span style=\"font-weight: 400;\">they\u2019re going through and then write content for that.<\/span><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"3-customer-loyalty-programs-\"><span style=\"font-weight: 400;\">Customer Loyalty Programs<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">A loyalty increase of <\/span><a href=\"https:\/\/brandkeys.com\/portfolio\/customer-loyalty-engagement-index\/\"><span style=\"font-weight: 400;\">7% can boost lifetime profits per customer<\/span><\/a><span style=\"font-weight: 400;\"> by as much as 85%, and a loyalty increase of just 3% can mean up to a 10% cost reduction in customer acquisition. Loyalty is a hot commodity, and there is likely no one in your company who knows what drives it more for your customers than your support team.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">If your customer support and success teams are consistently educating your customers on the existence of your loyalty program, and your marketing team is always assessing its success with your customer-facing teams, the impact of the program could be huge. For example, a customer might value something as a reward that your marketing team would need to sign off on: like a tweet about your customer&#8217;s product, or other co-marketing opportunities.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Putting your support and marketing teams in a room together and <\/span><a href=\"https:\/\/chatra.io\/books\/ultimate-guide-to-customer-loyalty\/\"><span style=\"font-weight: 400;\">encouraging them to think about loyalty programs and incentives<\/span><\/a><span style=\"font-weight: 400;\"> that would blow people away is a surefire way to make a compelling program without too much heavy lifting from marketing.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"480\" height=\"270\" src=\"https:\/\/clickup.com\/blog\/wp-content\/uploads\/2019\/12\/you-smart.gif\" alt=\"man saying you smart\" class=\"wp-image-17671\"\/><\/figure><\/div>\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"4-how-to-do-it-\"><span style=\"font-weight: 400;\">How to Do It<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Encourage regular meetings between your marketing and support teams to talk about the goals that they have and what they are trying to accomplish. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Outside of recurring meetings, <\/span><a href=\"https:\/\/clickup.com\/blog\/how-to-use-clickup-to-set-goals-for-your-team\/\"><span style=\"font-weight: 400;\">tools like ClickUp allow you to work collaboratively<\/span><\/a><span style=\"font-weight: 400;\"> on a project while still remaining in specific subcategories. For example, both marketing and customer support teams could be involved in the same \u201cCase Study Workplace\u201d, but also have their own team spaces to use when not working collaboratively. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Having all of your information in one place helps to keep everyone on the same page, and work moving forward smoothly and as planned.<\/span><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"5-conclusion-\"><span style=\"font-weight: 400;\">Conclusion<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">While typically people think of sales or success when trying to find teams to collaborate heavily with support, marketing and your customer service teams have so many similarities that it\u2019s a match made in heaven. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Use support\u2019s customer focus and experience to generate new, relevant and interesting content for your customers. The stories that come through from your customers are extremely valuable and relevant both for being able to produce more content like it, but also to determine any low-hanging feature requests that you might be able to act on now. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Use your customer experience that is so familiar to your support team, and allow it to drive as much marketing content as you can get.&nbsp;<\/span><\/p>\n\n\n\n<p><em>Written by: Sarah Chambers<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Did you know that only 29% of companies say that teams work collaboratively to accomplish organization-wide goals? Furthermore, according to the same eConsultancy study, 40% of respondents said that different teams all had different motivations and goals, not aligning to a unified common cause. Cross-functionality is the way of the future\u2014 cross-functional projects with strong [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":6914,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ub_ctt_via":"","cu_sticky_sidebar_cta_is_visible":true,"cu_sticky_sidebar_cta_title":"Start using ClickUp today","cu_sticky_sidebar_cta_bullet_1":"Manage all your work in one place","cu_sticky_sidebar_cta_bullet_2":"Collaborate with your team","cu_sticky_sidebar_cta_bullet_3":"Use ClickUp for FREE\u2014forever","cu_sticky_sidebar_cta_button_text":"Get Started","cu_sticky_sidebar_cta_button_link":"","_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[756,57,758],"tags":[],"class_list":["post-6909","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-productivity","category-using-clickup"],"featured_image_src":"https:\/\/clickup.com\/blog\/wp-content\/uploads\/2019\/11\/marketing-and-support.png","author_info":{"display_name":"_no-author","author_link":"https:\/\/clickup.com\/blog\/author\/no-author\/"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Marketing and Customer Support Teams Can Work Together Better | ClickUp<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/clickup.com\/blog\/how-marketing-and-customer-support-teams-can-work-together-better\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Marketing and Customer Support Teams Can Work Together Better | ClickUp\" \/>\n<meta property=\"og:description\" content=\"Did you know that only 29% of companies say that teams work collaboratively to accomplish organization-wide goals? Furthermore, according to the same eConsultancy study, 40% of respondents said that different teams all had different motivations and goals, not aligning to a unified common cause. 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