The Magic of Predictive Content Recommendations

David MyersProduct Manager, Marketo

Mike TelemVP Product Marketing, Marketo

The Magic of Predictive Content Recommendations

Marketo Real-Time Personalization

Marketo 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


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


Prospects

Content

© 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


So, who are your web visitors?


Who are your web visitors?


Web Visitors

• SMB

• On avg. 10 - 50K visitors per month

• Enterprise

• 40 - 200K visitors per month

• B2C

• 100K - over 1 mill. visitors per month


Your Web Visitors

Picture this… Every month


Web Visits and Leads

90% of companies have more website visitors than leads in

their database

Leads Web Visitors


The Engagement Challenge


Content Marketing


Low Engagement and Conversion Rates


People are Different


The Engagement Challange

?


The Solution:

The Predictive Content

Recommendation Engine


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


• Auto-discover your content

• Analyze and track behavior to discover assets

DISCOVER LEARN RECOMMEND


• Record actual content consumption

• Analyze performance for different audiences

• Learn what works best for who

Machine Learning




Automatic Content Discovery


Predictive Analytics


• Identify similar web visitors

• Discover content connections

• Recommend most relevant content


Success Stories


Marketo Blog


Serena


Serena

16% uplift in content consumption

40% lead conversion rate!


Measuring Results

• Impact of those visitors that engaged with recommended content compared with site avg.

Source: Google Analytics


Percona


Percona

18% uplift in content consumption

Rec. content drove a 201% increase in lead conversion rate!


Let’s take a look


Getting Started


Getting Started

Quick setup, hands free

Let the machine learn which content works best

Enable recommended content

Measure uplift in content consumption


Key Takeaways


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

Questions


Thank you

The Magic of Predictive Content Recommendations

contact: [email protected] / [email protected]

more info: marketo.com/personalization

follow us: @marketo

The Magic of Predictive Content Recommendations

Business

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