You work hard to create great content and drive thousands of visitors to your website. How do you drive the right asset to the right buyer? Maximize the value of your content with virtually no effort. View our webinar to discover a simple, scalable way to present the right content to the right person in real-time with predictive content.

1. Predictive Content Across Channels:
Boost Email and Web Program ROI with Zero Effort
Mike Telem
VP Product Marketing
Marketo
David Myers
Product Manager
Marketo

2. • 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

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Overview
1. 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

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Intro
Using 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

5. 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

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Time and Money on Content

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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…

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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

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Predictive Content
Unlike some predictive technologies, Predictive Content is:
 Goal-driven
 Proactive
 Automated

10. Poll
What stage is your company at with Predictive
Content?
1. Just Interested
2. Starting to learn how to use it
3. Up and Running
4. Advanced looking for more ideas

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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 onsite engagement

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• Auto-discover your content
• Analyze and track behavior to discover assets
DISCOVER LEARN RECOMMEND

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Content Discovery

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• Record actual content consumption
• Analyze performance for different audiences
• Run algorithms that learn what works best for who
DISCOVER LEARN RECOMMEND
Machine Learning

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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

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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

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Algorithm Types
• Classification Algorithms (Logistic regression, Boosted decision Trees)
• Markov/Item-Based (Last content)
• Collaborative Filtering (Content-based)
• New/Popular/Trending

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• Identify web visitor attributes
• Recommend most relevant content across all channels
• Optimize engagements
DISCOVER LEARN RECOMMEND

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Predictive in Web Bar

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Predictive in Web Rich Media

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Predictive Content in Email

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Cross Channel Predictive Content
Web MobileEmail

23. Predictive Content Success Stories

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Predictive Content Results
• 75% direct lead conversion rate
from predictive content
recommendation engine.
• Generated $100K in
opportunities

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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

26. Predictive Content Within Email

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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!

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Content Discovery

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Predictive Content in Email

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Preparing Content in Email

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Predictive Content in Email

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Predictive Content in Email

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Predictive Content in Email

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Measuring Results

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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

36. Questions?

37. Thank you
Predictive Content Across Channels:
Boost Email and Web Program ROI with Zero Effort
https://www.marketo.com/software/predictive-content/