View
187
Download
1
Category
Preview:
Citation preview
Predictive ContentBoost your Content Engagement with AI
David MyersSr. Product Manager, Marketo
Mike Telem VP Product Marketing, Marketo
• This webinar is being recorded!
• Slides and recording will be sent to you after the webinar
• Have a question? Use the Chat in the bottom left
• Posting to social? Use our hashtag - #mktgnation
Housekeeping
Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Overview1. What is Predictive Content?
2. Content Discovery and Mapping
3. Predictive Content Recommendations Across all Channels
4. Using AI and Predictive Analytics to Increase Content Engagement
5. Case Studies and Success Stories
ERIC JOHNSONChief Sales Officer, MARKETO
WELCOME!
Digital Transformation has changed everythingBuyer expectations haveCHANGED THE GAME.
Winning means delivering Personalized and Authentic experiences at scale
Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
IntroUsing AI and predictive analytics to automatically recommend the right content
to the right prospect based on visitor and behavior profiles.
• Increase content consumption
• Improve engagement rates
• Accelerate sales cycles
89%of marketers have predictive analytics in 2016 roadmap
+290average number of content assets for an SMB
74%of consumers frustrated with non-relevant content
The Predictive Trend
1.8XMarketers using predictive tech are 1.8X more likely to exceed organizational goals
2.9XMarketers using predictive tech are 2.9X more likely to report revenue growth higher than industry average
Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Time and Money on Content
Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Background• Marketers drive thousands of visitors to websites
• Marketers have thousands of leads in their databases• SMB’s: 10 - 50K visitors per month / Enterprises: 100 - 500K visitors per month
• Leads: 50K Leads
• Marketers create hundreds of content assets• Average SMB has +290 content assets
• Average Enterprise has thousands
• White papers, videos, case studies, blog posts, special offers
Rule-based campaigns are simply not enough…
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Predictive Content
• Enables marketers to optimize engagements and conversions in
every digital interaction
• Automatically presents the most relevant content to each
individual person
• Based on machine learning algorithms and predictive analytics
Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Predictive ContentUnlike some predictive technologies, Predictive Content is:
Goal-driven
Proactive
Automated
Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Predictive Content – How it Works1. Auto-Discovers and maps all your content assets
2. Learns which content works best and for who
3. Recommends relevant content to web visitors & leads
Increases content consumption and engagement
Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
• Auto-discover your content
• Analyze and track behavior to discover assets
DISCOVER LEARN RECOMMEND
Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Content Discovery
Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
• Record actual content consumption
• Analyze performance for different audiences
• Run algorithms that learn what works best for who
DISCOVER LEARN RECOMMEND
Machine Learning
Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Algorithm Objectives1. Use machine learning to increase content engagement and ROI
2. For each impression served, recommend the most relevant
content with the highest chance of a generating engagement
3. Continuously optimize recommendations
Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Algorithm Models - HowSteps for Recommendation
1. Detect successful and unsuccessful content engagements
2. Identify visitor/lead attributes in real-time
3. Discover positive correlations that could predict future
engagements
Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Algorithm Types• Classification Algorithms (Logistic regression, Boosted decision Trees)
• Markov/Item-Based (Last content)
• Collaborative Filtering (Content-based)
• New/Popular/Trending
Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
• Identify web visitor attributes
• Recommend most relevant content across all channels
• Optimize engagements
DISCOVER LEARN RECOMMEND
How Predictive Content Looks
Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Predictive in Web Bar
Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Predictive in Web Rich Media
Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Predictive Content in Email
Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Cross Channel Predictive Content
Web MobileEmail
Predictive Content Success Stories
Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Predictive Content Results
315%Increase in site engagements (pages per visit, time on site) for targeted visitors
201%Increase in content specific lead conversion
3xMore views on recommended content compared to generic views
18%Increase in content consumption
Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Success with Predictive Content
The Story of Hatch Early Learning
Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Success with Predictive Content
Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Predictive Content Results• 75% direct lead conversion rate
from predictive content recommendation engine.
• Generated $100K in opportunities
Predictive Content Within Email
Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
How Predictive Content for Email helps Marketers?• Nurture customers with content that is personalized
• Rely on intelligent algorithms to do the matching without
losing the opportunity to add the human touch
• Leverage existing content in a relevant way across channels
• Improve Results! More content consumption, better
engagement, and more conversion. AT SCALE!
Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Content Discovery
Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Predictive Content in Email
Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Preparing Content in Email
Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Predictive Content in Email
Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Predictive Content in Email
Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Predictive Content in Email
Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Measuring Results
Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Predictive Content - Summary• Enables marketers to optimize engagements and conversions
• Automatically recommends the most relevant content for each
individual visitor across all channels
• Based on AI algorithms and predictive analytics
Thank you
Predictive ContentBoost your Content Engagement with AIhttps://www.marketo.com/software/predictive-content/
Recommended