You already have the right app to increase content consumption, and conversions with Marketo Predictive Content. View these slides, where we share best practices, use cases and how-to's on automatically recommending the right message to the right buyer and boosting your web and email ROI with powerful machine learning!

1. Predictive Content
Hands-On Workshop
David Myers
Sr. Product Manager, Marketo

2. • This webinar is being recorded!
• Slides and recording will be sent to you after the webinar
• Have a question? Use the Chat in the bottom left
Housekeeping

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What you can get out of this webinar…
1. Customer with the Predictive Content Application
2. How to quickly get it set up
3. Understanding the flow, ease of use, functionality of creating
predictive content on web and email

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Agenda
1. Intro
2. Initial setup
3. How to auto-discover and map all your content
4. Understanding content analytics
5. How to prepare and enable content for Predictive on web and email
6. Reporting and analytics

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Intro
Using AI 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
• Accelerate sales cycles

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Predictive Content – The App!

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Predictive Content – The App!

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Predictive Content – The App!
Key Features
1. Content Analytics: Auto-discovers all of your content
assets and measures performance
2. Machine Learning: Learns which content works best and
for who
3. Predictive Content Recommendations: Recommends
relevant content to web visitors and email opens

9. App - Dashboard

10. App – All Content

11. App – Predictive Content

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Cross-Channel
Web Mobile Email

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Cross-Channel
Web Mobile Email

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How does it work?
Edit Content
and Approve
Predictive
Algorithm at
Work
Recommend
Layouts,
Configure &
Send email
Identify
insights &
Report
Discover &
Track
Content

15. Initial Setup

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Initial Setup
1. Deploy the JavaScript for Predictive Content
2. Enable Content Discovery
3. Set Up Categories in Predictive Content
4. Create Content Patterns

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1. Deploy the Javascript
• Javascript should be on all Web pages (including landing pages)
• Used for content discovery and analytics

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2. Enable Content Discovery
• Discovers all Extensions (PDF) & Embedded Videos (Youtube, Vimeo, Wistia)
• Content Title + URL Discovered and Added to All Content Page

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3. Set Up Categories
• Used to associate & group content. Eg. types, stage, language
• Categories are used for Predictive Rich Media and Email

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4. Create Content Patterns
• Defines URL path for HTML content discovery (blog posts, press release, articles)
• Set the path associated to the category created

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Content URL Pattern Rules
1. Use of a wildcard (*) permitted e.g. domain.com/* ; domain.com/*blog*
2. Use /* at end of the expression to continue pattern discovery
• e.g. domain.com/blog/* to discover all your blog posts in the blog folder
3. Content Patterns are not case sensitive
• "domain.com/Blog/*" will discover all html pages on "domain.com/Blog" AND
"domain.com/blog"
4. Parameters in URLs are not discovered
• To avoid discovering multiple of the same content URL with different parameters
https://nation.marketo.com/docs/DOC-4339

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Content URL Pattern Rules

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Content Discovered! (All Content Page)

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Manually Add Content

25. Live Demo – Setup

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Initial Setup – Summary
Have you completed the following?
1. Deploy the JavaScript for Predictive Content
2. Enable Content Discovery
3. Set Up Categories in Predictive Content
4. Create Content Patterns
QUESTIONS ?

27. Discover, Track & Analyze Content

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Content Discovery

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Auto-Discovery + Auto-Fill
• Listener: Discover content on web visitor click on URL
• Content URL + Title + Image URL + Description
• Captured from Content Metadata
• Added to Predictive Content
Pre-populates as much as possible, but marketer
still approves and enables for predictive

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All Content – How it Works
• All Content page displays all content and content analytics
that has been discovered or added manually
• Views: Total views on content piece
• Conversion: number of visitors who clicked on recommended
content and completed a form in the same visit

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All Content
• Filter
• Date
• Search
• Sort

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All Content – Approve for Predictive
• Adds the Content piece to the Predictive Content Section
• What to approve and select?
Important Action: Approve for Predictive

33. Live Demo – All Content

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All Content – Summary
Have you completed the following?
1. Reviewed your content analytics
2. Approved more than 30 content pieces to Predictive Content
3. Added Categories to Content
QUESTIONS ?

35. Prepare and Enable for Predictive
Content on Web and Email

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Predictive Content

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Predictive Content - Sources
• Email
• Rich Media (Web)
• Bar (Web)

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Predictive Content in Email

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Source: Rich Media

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Source: Recommendation Bar

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Predictive Content - Editing
• Split per source (Email, Rich Media, Bar)
• Content name inline editing
• Different titles, images per source

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Predictive Content – Editing Email

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Predictive Content – Editing Rich Media

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Predictive Content – Editing Bar

45. Live Demo – Preparing & Enabling
Content for Predictive

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All Content – Preparing for Predictive
Have you completed the following?
1. Plan on which source to use for predictive: Bar, Rich Media, Email
2. Edited the marketing text for the Predictive content piece
3. Enabled more than 20 content pieces for predictive
QUESTIONS ?

47. Adding Predictive Content to Email
and Web

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Add Predictive Content to Email

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Add Predictive Content to Web Bar
• Content Settings

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Add Predictive Content to Rich Media
http://developers.marketo.com/javascript-api/web-personalization/rich-media-recommendation/
1. Add Rich Media Javascript Code onto the Page
2. Set Configurations, Category in Code
3. 2 Types of Templates (Horizontal, Vertical)

51. Live Demo – Predictive Content
Examples

52. Measuring Results

53. Live Demo – Reports and Results

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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
3x
More views on recommended content
compared to generic views
18%
Increase in content consumption

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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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Summary
Edit Content
and Approve
Predictive
Algorithm at
Work
Recommend
Layouts,
Configure &
Send email
Identify
insights &
Report
Discover &
Track
Content

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Docs & Resources
• Docs: http://docs.marketo.com/display/public/DOCS/Predictive+Content
• Predictive Resources: https://www.marketo.com/webinars/category=targeting-and-personalization/

58. Thank you
Predictive Content
Hands-on Workshop
https://www.marketo.com/software/predictive-content/