Presented By:Max Traylor

A blended web series solving CMO challenges with research, data and technology.

Join the live webcast on Tuesday September 15th at 3pm.

www.breakoutrevenue.com/cmo-series

breakoutCMO series

How it works

Your (CMO) challenges

Our research, interviews

and experience

breakoutCMO seriesSolutions for your Challenges

Max Traylor | CRO, breakoutrevenue

Max helps companies develop and execute demand generation strategies.

Predictive content analytics takes the guesswork out of content marketing.

Season 1: Episode 3

Episode 3: Overview

Predictive content analytics improves the ROI of your content marketing investments by advising you in real-time which topics are attracting and engaging your ideal buyers. These powerful tools provide topic level analysis on what content your buyer has consumed and what they are likely to consume; what will engage them during their journey to becoming a customer.

This session will teach you about the evolution of predictive analytics and how predictive content analytics can be leveraged to solve three major challenges for content marketers: content strategy and topic selection, personalized lead nurturing and sales alignment.

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Content / text is now being digitized and analyzed to extract key information (context)

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What is predictive content analytics?

Natural Language Processing (NLP) is used to extract 20-30 topics out of each piece of digital content you host online, creating data about your content.

Visitors are tagged with cookies , and as they read content, a personal "interest profile" is created to identify and weight their interests based on the frequency and recency of their interactions with content topics.

This "interest data" is then combined with data from a company's marketing automation platform, CRM and other applications to segment website visitors, leads and customers into groups to gain insight into how different buyers research and make purchases.

Individual interest profiles also enable companies to personalize their web, email and mobile experiences for buyers.

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*Personalized “interest profiles” are updated based on an individual’s consumption of content topics.

Each buyer has unique content DNA

Every piece of content is made up of a unique combination of topics

On average buyers look at 13 pieces of content before making a purchase

When we monitor your ideal buyer's content consumption, it is like mapping your buyer's DNA: the unique set of content and topics they consume before making a buying decision.

8 http://contentmarketinginstitute.com/2014/10/2015-b2b-content-marketing-research/

Increased website traffic from all channels.

Increased volume of leads generated through all channels.

Increased in lead quality generated through all channels.

Better sales intelligence to close more deals.

Retention & upsell is improved due to increased customer engagement

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Image Credit: http://www.leadformix.com/blog/2013/05/demand-generation-vs-lead-generation-tell-them-apart/

Idio Content Intelligence Platform

Content intelligence challenges.

Content Intelligence

Use of content consumption data to

understand who buyers are and what they might buy

Use of data to influence the

customer’s journey

Intelligence from

Content

Buyer behavior and interest data

Customer Context for

SalesPersonalize

prospect data

Intelligent use of

Content

Optimize contentPersonalize

content

Challenge 1: Don't know where the gaps are in content coverage.Use case: Continuous real time content audit of topic coverage.

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So much content being produced: Lots of data.

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Challenge 2: Don't know what your competitors are talking about.Use case: Continuous real time content audit of competitor’s topic coverage.

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Your competition will talk more in 2015… but what will they talk about?

http://contentmarketinginstitute.com/2014/10/2015-b2b-content-marketing-research/

Challenge 3: Don't know what 3rd party influencers are talking about.Use case: Continuous real time content audit of influencer’s topic coverage.

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2014 B2B Content Preferences Survey

2014 B2B Content Preferences Survey | Demand Gen Reporthttp://www.demandgenreport.com/industry-topics/content-strategies/2746-b2b-content-preferences-survey-buyers-want-short-visual-mobile-optimized-content.html

Each buyer has their own unique content DNA

Slim-Fast used natural language processing (NLP) to identify the topics that were of highest interest to their buyers.

They hired bloggers who has influence over those topics to talk about Slim-Fast.

Non-branded search traffic increased from 3% to 57% of total website traffic.

http://agitpropspace.org/2011/05/16/art-buddhism-and-x-ray-vision/

Challenge 4: We don't understand the personal interests that drive our target market segments and buyer personas to make a purchase decisionUse case: Use CRM data to create groups of leads and customers into "segments" or "personas". Monitor the "interest profiles" of these groups to determine what is driving them towards key conversion points. Map out the topics of interest for each group at each stage of the buying process.

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Understanding your audience’s interests drives lead quality.

2015 Demand Gen Report Benchmark Study: What is working in demand genhttp://www.demandgenreport.com/resources/research/2015-benchmark-study-what-s-working-in-demand-generation

Challenge 5: Don't know what content topics are engaging the target audience and which ones create noise.Use case: Support content topic decisions by analyzing the relationship between topic production and engagement.

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Content Marketing Institute 2015 research:

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http://contentmarketinginstitute.com/2014/10/2015-b2b-content-marketing-research/

Content Waste

Predictive content analytics vendor survey of customers

Topic performance & visualization to support content and messaging decisions.

Inbound Marketing Related Challenges

Challenge 6: Buyers/customers expect a personalized experience.Use case: Personalize their experience using interest data. Give them the content they actually want.

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Forrester says:

“In a global survey across all industries, seven out of 10 business leaders said that customer experience is a critical or high priority.

Even so, less than one-third of customer experience professionals indicate that their firms consistently take the impact on customer experience into consideration when making business decisions.”-Forrester: The CMO’s Blueprint For Strategy In The Age Of The CustomerComplimentary copy: http://solutions.forrester.com/Global/FileLib/Reports/The_CMO%27s_Blueprint_For_Strategy_In_The_Age_Of_The_Customer.pdf

Challenge 7: Difficulty increasing web traffic from search engines (SEO).Use case: When you create content that matches the interest of your audience, Google takes notice.

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Challenge 8: Visit to lead conversion rates are low.Use case: By leveraging personalized content recommendations on their website, Econsultancy was able to increase their site's conversion to customers by 251%

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Predictive content analytics vendor case study.

Using the intelligence gained from analyzing, Econsultancy’s content, and the interest profiles compiled on everyone who engaged with it, we matched the two to provide the best report recommendation.

Predictive Intelligence Benchmark Report

Salesforce marketing cloud: https://www.exacttarget.com/sites/exacttarget/files/deliverables/etmc-predictiveintelligencebenchmarkreport.pdf

Challenge 9: Most lead nurturing emails aren't being opened, read or clicked on.Use case: By integrating personalized content recommendations into their email newsletters, C-Spire Wireless saw a 537% increase in email open rates and a 92% increase in click through rates.

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Predictive content analytics vendor case study.

AUTOMATED NEWS STORY SELECTIONWith approx. 30 selected news providers, Idio automatically selected content from the latest stories each morning. On the idio dashboard the editor then chose the top story for the Newslink email, as well as selecting stories for each section that the personalization function sourced content from.

The sales handoff

Challenge 10: The sales team is not leveraging content assets.Use case: give the sales team access to personalized content recommendations from their CRM dashboard.

How long does it take to find ROI-related sales content?

Challenge 11: Sales has trouble connecting with buyers.Use case: enable the sales team with prospecting email templates and call guides leveraging buyer interest data.

Real-time buyer intelligence

These are the best assets for me to

send to my prospect.My prospect is

interested in these topics.

Wrapping up:

Predictive Content Analytics Use Cases: Real-time audit of digital content (coverage by topic) Competitive/Influencer content audit Identify the interests of your target market segments Identify new target market segments that have

interests aligned with your positioning Map the buyer’s journey for individual personas Content strategy optimization (identify topics

saturation + gaps) Customer data projects (using exported interest data) Website personalization (increase SEO + traffic

volume/quality) Email personalization (increase open and click rates) Mobile app personalization (increase engagement +

conversions) Improve visitor to lead conversion rates Content asset utilization by sales Personalized prospecting emails and cold-calls by

sales.

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Further demand generation resources

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Get your challenges addressedTell us what is holding you back from accelerating revenue at your organization and we will give you 60 minutes of personalized recommendations.

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breakoutCMO season 1 schedule

Episode 1: Components of a comprehensive demand generation strategy.

Episode 2: How to use individual buyer behavior to segment your audience and build personas

Episode 3: Predictive content analytics takes the guesswork out of content marketing.

Episode 4: Content strategy: the fundamental element of demand generation.

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www.breakoutrevenue.com/CMO-series

THANK YOU!!!

Stay ahead of the competition, don’t fall behind

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Max Traylor | CROmax@breakoutrevenue.comLinkedin.com/in/maxtraylor