how a killer customer experience drove one of ibm's most successful global launches
TRANSCRIPT
How a killer customer experience drove one of IBM’s
most successful global launches
Taylor Stockwell 2016 Summit | SiriusDecisions
http://tiny.cc/sdsummit16
cool 70’s pants
Willy Wonka haircut
I ’ M TAY L O R S T O C K W E L L
M Y F I R S T M O D E M
1 9 9 4 M Y D I G I TA L B I RT H
date | may 2016
http://growpros.co
date | may 2016
http://growpros.co
There is only one channel
the customer channel
date | may 2016
http://growpros.co
three stooges
date | may 2016
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marketers face big obstacles
complexityMarketing, and digital marketing specifically, is more complex than ever.
disruptionIndustries are being disrupted faster than most companies can respond.
buyer behavior
Changes in demographics and new “channels” are affecting buyer behavior.
date | may 2016
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complexity it ain’t like it used to be
date | may 2016
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2012 2013 2014
complexity it ain’t like it used to be
date | may 2016
http://growpros.co
complexity it ain’t like it used to be
date | may 2016
http://growpros.co
disruption everything changes, faster
In 1994, there were only
2,738 websites!
date | may 2016
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In 2007, Garmin was on top of the GPS world …
disruption everything changes, faster
date | may 2016
http://growpros.co
and then something happened.
disruption everything changes, faster
date | may 2016
http://growpros.co
disruption everything changes, faster
date | may 2016
http://growpros.co
10+ pieces of content
60% complete before sales
75% buyers control IT budget are LOB
LOB controls 58% of IT budget
46%of all LOB buyers are
millennials
date | may 2016
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millennials matter
date | may 2016
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Watson Analytics
date | may 2016
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Watson Analytics
simplify the complex
become the disruptor
align to buyer
behavior
Simplify our digital strategy. Make it easy to understand and execute.
Find ways to disrupt the market.
Align ourselves to their natural behavior instead of forcing them to ours.
date | may 2016
http://growpros.co
simplify the complex
Content is king, but marketing is queen, and runs the household.
– Gary Vaynerchuk
“
date | may 2016
http://growpros.co
simplify the complex
date | may 2016
http://growpros.co
become the disruptor
date | may 2016
http://growpros.co
become the disruptor
date | may 2016
http://growpros.co
become the disruptor
date | may 2016
http://growpros.co
become the disruptor
marketing
1 2
trigger
3
predictive
date | may 2016
http://growpros.co
“What is a content marketing platform”, you ask?
It’s nothing short of a bundle of happiness wrapped in a delectably joyful exterior. A content marketing platform is a MUST HAVE for any organization serious about scaling their content operations.
- Taylor Stockwell, stockwet.me
date | may 2016
http://growpros.co
Watson Analytics was the 4th most successful
Signature Moment launch in IBM’s history.
But, the value kept rolling in even after launch.
• 28.7 million impressions
• 59% retweets
• 4,551 Twitter mentions
september 16, 2014
49% form click-through rate
19.7% conversion rate
date | may 2016
http://growpros.co
marketing technology today
Demographics
Firmographics
Content Consumed
Transaction history
Marital Status
Income
Lifestyle
Visit Sequence
SubscriptionsNetwork Size
Wish Lists
Hashtags Used
Groups
Ratings & Reviews
Check Ins
Ratings & Reviews Application Usage
Weather
Geospatial
Events attended
News Interests
Searches
Devices Used
Search Engine Preference
Time of Day Log-in
Offers Engaged with
Clickstream
Family Life Cycle
Facial Recognition
Self-consciousness
Agreeableness
Colloquialisms
Linguistic Analysis
Language Modeling
Knowledge Extrapolation
Tone
Openness
Emotion
The Data Dilemma
Source: Gartner
75% of marketers are struggling with the 20% of the data they can see, never mind the dark data they can’t
date | may 2016
http://growpros.co
my algebra lifesaver
date | may 2016
http://growpros.co
Rthe rise of COGNITIVE
How would your marketing change if…
a cognitive system could consume your content and your competitor’s, assess tones and guide content creation to ensure stronger differentiation?
reason
How would your marketing change if…
a cognitive system could ingest all the performance data related to your marketing campaigns and create optimization recommendations in real time?
How would your marketing change if…
a cognitive system could identify which personalities liked which experiences and provide guidance on what current offers to position to each segment?
U
Llearn
understand
Your Digital Personal Shopper
Results
• Shoppers averaged 2 minutes with the platform
• 60% click through rate to the product recommendation.
• 80% said they’d use it again.
Results
The workshops demonstrated a distinct difference between athlete’s intended vs. actual communication & provided specific recommendations for improvement.
Producing More Popular Pro Athletes
“If you want to be more mild-tempered in social, take some time to think about your emotions before going to social to vent.”
date | may 2016
http://growpros.co
Meet with me this week …http://calendly.com/stockwet
@stockwet | [email protected]
Meet with Kapost …Booth 440
Taylor Stockwell 2016 Summit | SiriusDecisions
http://tiny.cc/sdsummit16