Marketo Predictive Content: Hands-On Workshop
Transcript of Marketo Predictive Content: Hands-On Workshop
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Predictive ContentHands-On Workshop
David MyersSr. Product Manager, Marketo
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• 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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Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
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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Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Agenda1. 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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Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
IntroUsing 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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Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Predictive Content – The App!
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Predictive Content – The App!
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Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
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
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App - Dashboard
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App – All Content
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App – Predictive Content
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Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Cross-ChannelWeb Mobile Email
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Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Cross-ChannelWeb Mobile Email
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Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
How does it work?
Edit Content and Approve
Predictive Algorithm at Work
Recommend Layouts, Configure & Send email
Identify insights & Report
Discover & Track Content
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Initial Setup
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Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Initial Setup1. 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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Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
1. Deploy the Javascript• Javascript should be on all Web pages (including landing pages)
• Used for content discovery and analytics
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Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
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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Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
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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Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
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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Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
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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Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Content URL Pattern Rules
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Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Content Discovered! (All Content Page)
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Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Manually Add Content
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Live Demo – Setup
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Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Initial Setup – SummaryHave 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 ?
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Discover, Track & Analyze Content
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Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Content Discovery
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Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
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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Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
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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Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
All Content • Filter
• Date
• Search
• Sort
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Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
All Content – Approve for Predictive • Adds the Content piece to the Predictive Content Section
• What to approve and select?
Important Action: Approve for Predictive
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Live Demo – All Content
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Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
All Content – SummaryHave 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 ?
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Prepare and Enable for Predictive Content on Web and Email
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Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Predictive Content
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Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Predictive Content - Sources
• Rich Media (Web)
• Bar (Web)
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Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Predictive Content in Email
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Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Source: Rich Media
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Page 40Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Source: Recommendation Bar
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Page 41Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Predictive Content - Editing• Split per source (Email, Rich Media, Bar)
• Content name inline editing
• Different titles, images per source
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Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Predictive Content – Editing Email
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Page 43Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Predictive Content – Editing Rich Media
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Page 44Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Predictive Content – Editing Bar
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Live Demo – Preparing & Enabling Content for Predictive
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Page 46Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
All Content – Preparing for PredictiveHave 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 ?
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Adding Predictive Content to Email and Web
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Page 48Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Add Predictive Content to Email
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Page 49Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Add Predictive Content to Web Bar• Content Settings
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Page 50Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Add Predictive Content to Rich Mediahttp://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)
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Live Demo – Predictive Content Examples
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Measuring Results
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Live Demo – Reports and Results
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Page 54Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
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
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Page 55Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Predictive Content Results• 75% direct lead conversion rate
from predictive content recommendation engine.
• Generated $100K in opportunities
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Page 56Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Summary
Edit Content and Approve
Predictive Algorithm at Work
Recommend Layouts, Configure & Send email
Identify insights & Report
Discover & Track Content
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Page 57Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Docs & Resources• Docs: http://docs.marketo.com/display/public/DOCS/Predictive+Content
• Predictive Resources: https://www.marketo.com/webinars/category=targeting-and-personalization/
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Thank you
Predictive ContentHands-on Workshophttps://www.marketo.com/software/predictive-content/