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

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Housekeeping

Marketo 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


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


Time and Money on Content


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…


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


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


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


• 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



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• 75% direct lead conversion rate

from predictive content recommendation engine.

• Generated $100K in opportunities


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


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

• 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/