Buying habits changed drastically over the past decade. An explosion of digital channels gave customers unprecedented control over their journey to purchase, disrupting every industry and function. To keep up, marketers scrambled to adopt the right technologies and programs, making managing the customer experience increasingly complex. But the key to success in this complicated landscape is rooted in a core marketing principle: understanding and connecting with your audience — as real people. Today’s marketers must elevate campaigns beyond touch points, and focus on delivering consistent, powerful customer experiences and relevant, optimized content journeys. Join Taylor Stockwell at the SiriusDecisions Summit to discover the digital framework that powered one of IBM’s most successful global digital launches, the role cognitive marketing will play in creating effective, content rich customer experiences, and why Kapost became a strategic component of the team’s success. Key Takeaways - How do you create a digital and content framework that can scale globally, but enable you to react locally with agility? - How do you leverage cross-team coordination to deliver an exceptional customer experience? - How will cognitive capabilities impact a marketer’s ability to drive better customer experiences?

1. How a killer customer
experience drove one of IBM’s
most successful global launches
Taylor Stockwell
2016 Summit | SiriusDecisions
http://tiny.cc/sdsummit16

2. 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

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5. There is only one channel
the customer channel

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three stooges

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marketers face big
obstacles
complexity
Marketing, and digital marketing
specifically, is more complex than
ever.
disruption
Industries are being disrupted
faster than most companies can
respond.
buyer
behavior
Changes in demographics and new
“channels” are affecting buyer
behavior.

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complexity
it ain’t like it used to be

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2012 2013 2014
complexity
it ain’t like it used to be

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complexity
it ain’t like it used to be

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disruption
everything changes, faster
In 1994, there
were only
2,738
websites!

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In 2007, Garmin was on top of the GPS world …
disruption
everything changes, faster

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and then something happened.
disruption
everything changes, faster

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disruption
everything changes, faster

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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

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millennials matter

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Watson Analytics

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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.

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simplify the
complex
Content is king, but
marketing is queen,
and runs the
household.
– Gary Vaynerchuk
“

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simplify the
complex

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become the
disruptor

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become the
disruptor

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become the
disruptor

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become the
disruptor
marketing
1 2
trigger
3
predictive

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“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

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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

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marketing
technology today

28. Demographics
Firmographics
Content Consumed
Transaction history
Marital Status
Income
Lifestyle
Visit Sequence
Subscriptions
Network 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

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my algebra
lifesaver

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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

31. 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.

32. 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.”

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34. Meet with me this week …
http://calendly.com/stockwet
@stockwet | taylor@stockwet.me
Meet with Kapost …
Booth 440
Taylor Stockwell
2016 Summit | SiriusDecisions
http://tiny.cc/sdsummit16