This document discusses how machine learning can be used to quickly understand audiences and their needs. It analyzes search trends, publications, and conversations to identify relevant business triggers and topics. Insights are provided in real-time to guide storytelling. The process identifies questions audiences want answered through primary research and analyzing what the world is saying about identified topics. Keywords and themes are used to inform deeper trend analysis and develop market and solutions stories. Examples of potential cybersecurity insights and applications are provided.

1. Find the most relevant business triggers and
topics that customers really care about. We
use machine learning to correlate search
trends, content publishing, and audience
conversations — all in hyper real-time, to
guide your storytelling.
Insights are real-time and actionable

2. What is your
audience thinking?
We can identify that.
Using machine learning and analysis, we can
provide an automated and up-to-the-minute look at
your potential clients’ needs.
The process doesn’t have to take months.
It can take minutes.
We can do it quickly.

3. How it works
We answer key questions quickly
without a six-month wait:
What do they want to know?
What problems do they need solved?
What are their business priorities?
What are hot topics now and what’s next?
We speak to your
sales team to
identify key topics
and concerns.
Primary
Research
We plug what they
say into our system
to identify what the
world is saying
about those topics.
Audience
insights
Get an automated
look at emerging
trends and
questions your
prospects need
answers to.
Real-time
stories1 2 3

4. What your team said
These insights and keywords inform our deeper trend analysis,
and allow us to begin developing the proper story of both the
market and specific product or solution.
• Risk management
• Prevention
• Intrusion detection and
response
We looked for common
keywords and themes
among interviewees
We saw that some
employees gave
unique ideas
We also looked
for key audience
insights
• Informed Resource
Planning
• Managed security
• “C-level audiences want
conversations, not
presentations.”
• “Risk management” may be
too broad or generic
Example Case: Cybersecurity

5. Incident management
Ranking topics the market is
searching for in cybersecurity
Intrusion detection
Machine learning
Real time
Antivirus software
Ransomware attacks
Risk management
Security systems
Private sector
Data breach
Threat intelligence
Incident response
Detection: Risk: Response:
Example Case: Cybersecurity

6. What the market is asking
about incident response
What is incident response
Do I need an incident response team
How popular is cyber security incident response training
How do I create an incident response plan
How to protect my organization
Cost of a data breach study
PCI DSS 12.10 Requirements
5 best practices for response plan
CISO certification
What are top cybersecurity challenges
Example Case: Cybersecurity

7. Why does it matter?
Knowing what decision-makers among your target
industries are concerned about will give you actionable
insights
Create specialized
content to answer
questions you know
your audiences are
asking when they
look for solutions.
Align
content
Key words, phrases,
and topics to target
—both established
and emerging into
the market.
Laser-focused
SEO
Conduct more
effective sales
conversations with
complete insights
into what your
potential customers
need to know.
Sales
conversations
Example Case: Cybersecurity

8. Some examples
We will use this data to create:
These insights and keywords inform our deeper trend analysis,
and allow us to begin developing the proper story of both the
market perspective and solutions.
• Infographics that focus on answering questions like “how do I
create an incident response plan?” These can be search-targeted
at clients asking these questions.
• Social tiles and copy that connect to the issues your customers
care about to promote your high-value content assets.
• Effective decks for your sales team to use that discuss relevant
solutions with potential customers.
Example Case: Cybersecurity