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Predictive Content
Boost your Content Engagement with AI
David Myers
Sr. 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. 3/23/2017
Overview
1. 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 JOHNSON
Chief Sales Officer, MARKETO
WELCOME!
Digital Transformation
has changed everything
Buyer
expectations have
CHANGED THE GAME.
Winning means delivering
Personalized and Authentic
experiences at scale
Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017
Intro
Using 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. 3/23/2017
Time and Money on Content
Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017
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. 3/23/2017
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. 3/23/2017
Predictive Content
Unlike some predictive technologies, Predictive Content is:
 Goal-driven
 Proactive
 Automated
Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017
Predictive Content – How it Works
1. 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. 3/23/2017
• Auto-discover your content
• Analyze and track behavior to discover assets
DISCOVER LEARN RECOMMEND
Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017
Content Discovery
Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017
• 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. 3/23/2017
Algorithm Objectives
1. 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. 3/23/2017
Algorithm Models - How
Steps 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. 3/23/2017
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. 3/23/2017
• 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. 3/23/2017
Predictive in Web Bar
Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017
Predictive in Web Rich Media
Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017
Predictive Content in Email
Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017
Cross Channel Predictive Content
Web MobileEmail
Predictive Content Success Stories
Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017
Predictive Content Results
315%
Increase in site engagements
(pages per visit, time on site) for
targeted visitors
201%
Increase in content specific lead
conversion
3x
More views on recommended content
compared to generic views
18%
Increase in content consumption
Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017
Success with Predictive Content
The Story of Hatch
Early Learning
Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017
Success with Predictive Content
Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017
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. 3/23/2017
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. 3/23/2017
Content Discovery
Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017
Predictive Content in Email
Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017
Preparing Content in Email
Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017
Predictive Content in Email
Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017
Predictive Content in Email
Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017
Predictive Content in Email
Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017
Measuring Results
Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017
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 Content
Boost your Content Engagement with AI
https://www.marketo.com/software/predictive-content/

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Predictive Content: Boost Your Engagement with AI

  • 1. Predictive Content Boost your Content Engagement with AI David Myers Sr. Product Manager, Marketo Mike Telem VP Product Marketing, Marketo
  • 2. • 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
  • 3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Overview 1. 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
  • 4. ERIC JOHNSON Chief Sales Officer, MARKETO WELCOME! Digital Transformation has changed everything Buyer expectations have CHANGED THE GAME.
  • 5. Winning means delivering Personalized and Authentic experiences at scale
  • 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Intro Using 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
  • 7. 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
  • 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Time and Money on Content
  • 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 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…
  • 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 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
  • 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Predictive Content Unlike some predictive technologies, Predictive Content is:  Goal-driven  Proactive  Automated
  • 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Predictive Content – How it Works 1. 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
  • 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 • Auto-discover your content • Analyze and track behavior to discover assets DISCOVER LEARN RECOMMEND
  • 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Content Discovery
  • 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 • Record actual content consumption • Analyze performance for different audiences • Run algorithms that learn what works best for who DISCOVER LEARN RECOMMEND Machine Learning
  • 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Algorithm Objectives 1. 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
  • 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Algorithm Models - How Steps 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
  • 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Algorithm Types • Classification Algorithms (Logistic regression, Boosted decision Trees) • Markov/Item-Based (Last content) • Collaborative Filtering (Content-based) • New/Popular/Trending
  • 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 • Identify web visitor attributes • Recommend most relevant content across all channels • Optimize engagements DISCOVER LEARN RECOMMEND
  • 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Predictive in Web Bar
  • 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Predictive in Web Rich Media
  • 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Predictive Content in Email
  • 24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Cross Channel Predictive Content Web MobileEmail
  • 26. Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Predictive Content Results 315% Increase in site engagements (pages per visit, time on site) for targeted visitors 201% Increase in content specific lead conversion 3x More views on recommended content compared to generic views 18% Increase in content consumption
  • 27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Success with Predictive Content The Story of Hatch Early Learning
  • 28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Success with Predictive Content
  • 29. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Predictive Content Results • 75% direct lead conversion rate from predictive content recommendation engine. • Generated $100K in opportunities
  • 31. Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 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!
  • 32. Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Content Discovery
  • 33. Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Predictive Content in Email
  • 34. Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Preparing Content in Email
  • 35. Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Predictive Content in Email
  • 36. Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Predictive Content in Email
  • 37. Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Predictive Content in Email
  • 38. Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 Measuring Results
  • 39. Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 3/23/2017 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
  • 40. Thank you Predictive Content Boost your Content Engagement with AI https://www.marketo.com/software/predictive-content/