the magic of predictive content recommendations
DESCRIPTION
Marketo’s predictive content recommendation engine uses machine learning and predictive analytics to match the right content to the right prospect on your web and mobile sites. Check out this Real-Time Personalization presentation to be marveled by the hands-free magic of content recommendations.TRANSCRIPT
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David MyersProduct Manager, Marketo
Mike TelemVP Product Marketing, Marketo
The Magic of Predictive Content Recommendations
Marketo Real-Time Personalization
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Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
Overview
• Your two main assets
• The engagement challenge
• Content Recommendations and Predictive Analytics
• Case studies
• Getting started
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Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
Predictive Content Recommendation Engine
1. Auto-Discovers and maps all of 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
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Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
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Prospects
Content
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Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
70%of a customer’s journey
today is self directed
290average number of content
assets for an SMB
60%of marketers will increase
content marketing budget
Content is King
82%of prospects value content
targeted to their industry
67%find content targeted to
their job function valuable
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Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
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Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
So, who are your web visitors?
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Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
Who are your web visitors?
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Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
Web Visitors
• SMB
• On avg. 10 - 50K visitors per month
• Enterprise
• 40 - 200K visitors per month
• B2C
• 100K - over 1 mill. visitors per month
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Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
Your Web Visitors
Picture this… Every month
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Web Visits and Leads
90% of companies have more website visitors than leads in
their database
Leads Web Visitors
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
The Engagement Challenge
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Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
Content Marketing
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Low Engagement and Conversion Rates
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People are Different
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Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
The Engagement Challange
?
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
The Solution:
The Predictive Content
Recommendation Engine
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Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
Content Recommendations
1. Auto-Discovers and maps 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
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Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
• Auto-discover your content
• Analyze and track behavior to discover assets
DISCOVER LEARN RECOMMEND
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Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
• Record actual content consumption
• Analyze performance for different audiences
• Learn what works best for who
Machine Learning
DISCOVER LEARN RECOMMEND
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Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
DISCOVER LEARN RECOMMEND
Automatic Content Discovery
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Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
Predictive Analytics
DISCOVER LEARN RECOMMEND
• Identify similar web visitors
• Discover content connections
• Recommend most relevant content
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Success Stories
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Marketo Blog
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Marketo Blog
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Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
Serena
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Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
Serena
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Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
Serena
16% uplift in content consumption
40% lead conversion rate!
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Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
Measuring Results
• Impact of those visitors that engaged with recommended content compared with site avg.
Source: Google Analytics
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Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
Percona
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Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
Percona
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Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
Percona
18% uplift in content consumption
Rec. content drove a 201% increase in lead conversion rate!
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Let’s take a look
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Getting Started
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Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
Getting Started
Quick setup, hands free
Let the machine learn which content works best
Enable recommended content
Measure uplift in content consumption
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Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
Key Takeaways
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Page 40Marketo Proprietary and Confidential | © Marketo, Inc. 11/20/2014
Key Takeaways
Engage thousands of prospects on your web site
• The Web is actually your main interaction channel
• Discover and Map your existing content
• Automate your process for content recommendations
• Increase content ROI and generate more qualified
leads
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Questions
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Thank you
The Magic of Predictive Content Recommendations
contact: [email protected] / [email protected]
more info: marketo.com/personalization
follow us: @marketo