predictive content across channels: boost email and web program roi with zero effort

Predictive Content Across Channels:Boost Email and Web Program ROI with Zero Effort

Mike TelemVP Product MarketingMarketo

David MyersProduct ManagerMarketo

• This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes.

• Have a question? Chat in the bottom left, and I’ll get to your questions after the webinar.

• Posting to social? Use our hashtag - #mktgnation

Housekeeping

Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Overview1. What is predictive content?

2. How it works?

3. How predictive technology increases web conversions and email ROI

4. Success stories in using predictive content

5. Predictive Content within Email

Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

IntroUsing machine learning 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

• Generate more conversions

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 6Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Time and Money on Content

Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Background• Marketers drive thousands of visitors to web sites

• SMB’s: 10 - 50K visitors per month

• Enterprises: 100 - 500K visitors per month

• B2C’s: Over 1 million visitors per month

• 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 8Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Predictive Content

• Enables marketers to optimize engagements and conversions in

every online interaction

• Automatically presents the most relevant content to each

individual visitor

• Based on machine learning algorithms and predictive analytics

Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Predictive ContentUnlike some predictive technologies, Predictive Content is:

Goal-driven

Proactive

Automated

PollWhat stage is your company at with Predictive Content?1. Just Interested2. Starting to learn how to use it3. Up and Running4. Advanced looking for more ideas

Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

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 onsite engagement

Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

• Auto-discover your content

• Analyze and track behavior to discover assets

DISCOVER LEARN RECOMMEND

Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Content Discovery

Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

• Record actual content consumption

• Analyze performance for different audiences

• Run algorithms that learn what works best for who

DISCOVER LEARN RECOMMEND

Machine Learning

Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

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 16Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

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 17Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

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

• Markov/Item-Based (Last content)

• Collaborative Filtering (Content-based)

• New/Popular/Trending

Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

• Identify web visitor attributes

• Recommend most relevant content across all channels

• Optimize engagements

DISCOVER LEARN RECOMMEND

Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Predictive in Web Bar

Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Predictive in Web Rich Media

Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Predictive Content in Email

Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Cross Channel Predictive Content

Web MobileEmail

Predictive Content Success Stories

Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Predictive Content Results• 75% direct lead conversion rate

from predictive content recommendation engine.

• Generated $100K in opportunities

Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

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

Predictive Content Within Email

Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

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 28Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Content Discovery

Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Predictive Content in Email

Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Preparing Content in Email

Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Predictive Content in Email

Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Predictive Content in Email

Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Predictive Content in Email

Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Measuring Results

Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Predictive Content - Summary• Enables marketers to optimize engagements and conversions

• Automatically recommends the most relevant content for each

individual visitor

• Based on machine learning algorithms and predictive analytics

Questions?

Thank youPredictive Content Across Channels:Boost Email and Web Program ROI with Zero Effort

https://www.marketo.com/software/predictive-content/