Predictive Content: Boost Your Engagement with AI

Predictive ContentBoost your Content Engagement with AI

David MyersSr. Product Manager, Marketo

Mike Telem VP Product Marketing, Marketo

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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


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


Time and Money on Content


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…


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


Predictive ContentUnlike some predictive technologies, Predictive Content is:

Goal-driven

Proactive

Automated


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


• Auto-discover your content

• Analyze and track behavior to discover assets

DISCOVER LEARN RECOMMEND


Content Discovery


• Record actual content consumption

• Analyze performance for different audiences

• Run algorithms that learn what works best for who


Machine Learning


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


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


Algorithm Types• Classification Algorithms (Logistic regression, Boosted decision Trees)

• Markov/Item-Based (Last content)

• Collaborative Filtering (Content-based)

• New/Popular/Trending


• Identify web visitor attributes

• Recommend most relevant content across all channels

• Optimize engagements


How Predictive Content Looks


Predictive in Web Bar


Predictive in Web Rich Media


Predictive Content in Email


Cross Channel Predictive Content

Web MobileEmail

Predictive Content Success Stories


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


Success with Predictive Content

The Story of Hatch Early Learning


Success with Predictive Content


Predictive Content Results• 75% direct lead conversion rate

from predictive content recommendation engine.

• Generated $100K in opportunities

Predictive Content Within Email


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!


Content Discovery




Preparing Content in Email








Measuring Results


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/