Introducing ContentAI: The Future of One-to-One Engagement
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Watch this webinar to discover how Marketo ContentAI uses artificial intelligence to help marketers shift from today’s traditional rule-based campaigns to making every interaction with customers more valuable while increasing conversions across email, web, and mobile.
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Introducing ContentAI: The Future of One-to-One Engagement
- 1. Introducing ContentAI: The Future of One-to-One Engagement Cindy Chao Associate Product Marketing Manager Marketo
- 2. • This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes. • Have a question? Chat it in the bottom left. • Posting to social? Use our hashtag - #mktgnation Housekeeping
- 3. Digital Transformation has changed everything
- 4. Buyer Expectations Are Higher Than Ever only consider brands that show they understand and care about ‘me.’ (Wunderman) 79% say customer experience is more important than price in buying decisions. (Forrester) 64%70% of buying experiences are based on how customers feel they're being understood. (McKinsey)
- 5. of buyers believe brands try to deliver value. of marketers say their engagement efforts are effective. 33%83% Most Buyers Don’t Believe You Are Trying to Understand Them
- 6. Winning Means Delivering Personalized and Authentic Experiences at Scale Email Web MobileSocial Ads
- 7. CONTENT CHANNEL Most of All: Adapt to Changing Customer Needs
- 8. Built for Marketers1 2 3 Provides Transparency & Control The Empowered Marketer with Artificial Intelligence Performs on Centralized Data
- 10. Web Email ContentAI Simplifies One-to-One Personalization
- 11. Gain Visibility into Audience Insights So you can: • Focus content development efforts • Drive more conversions
- 12. Leverage A.I. to Predict the Best Content This helps you: • Use the right content for regional or industry marketing efforts • Boost campaign results
- 13. Understand Content Inventory & Performance So you can: • Make informed decisions for additional recommendations • Improve content ROI
- 14. Who Uses ContentAI ? Content Marketing Demand Generation Product Marketing Marketing Leaders
- 15. Marketo empowers Mirantis to drive engagement with relevant content across web and emails, contributing to a 27% boost in views.
- 16. • Analyzes performance of different assets for different audiences • Machine learning algorithms learn which content works best and for who in real-time – continuously optimized • Add the human touch to AI – marketers determine what content gets recommended, through which channels and where • Bar, Rich Media, Email Artificial Intelligence Provides Scale and is Balanced by Human Control
- 17. PREDICT PERSONALIZE PERFORM 34 78 28 18 ENGAGEMENT
- 18. Questions?
Hinweis der Redaktion
- In today’s world, we’re living in the engagement economy, where everyone and everything is connected Digital transformation has changed everything It’s changed the way, we as buyers interact and the way we as marketers have to interact We now have so many more ways and channels to interact with buyers And among these changes are customer expectations …
- It is more challenging than ever before to engage buyers because the relationships between customers and brands has fundamentally changed First, expectations have increased… Customers only want to work with brands that care about them. These days, they value experiences more than price, and feel that the best brands are delivering above their expectations across the whole customer journey.
- 83% of marketers say their engagement efforts are effective And if that was true, we could end our talk right now! But It turns out only 33% of customers believe brands are even trying to deliver value This is our opportunity as marketers If you crack this nut, you will win in the Engagement Economy This is how to do it.
- Irrelevant content is the #1 reason consumers don’t engage more often
- But we know one story won’t land with everyone in your audience We have to be able to adapt the story to keep it engaging. How? We need to understand which CONTENT, core elements of the story resonate with each person We need to understand WHERE each person wants to be engaged with
- But here’s the catch: delivering tailored experiences to that “segment of one” creates a tremendous amount of work for you and your teams. It might be fine if you have ten customers, but there’s a reason we’ve historically relied on more course-grained segmentation – it gives us scale. In short, hand-tuning customer experiences doesn't have the speed or scale to keep pace with the volume of customer interactions most of us are dealing with. Setting up 10s of millions of pre-determined customer journeys just isn’t feasible – and still doesn’t get us to that desired state of marketing to a segment of 1 and being relevant in the moment, every time. It isn’t possible -- without help. AI is what gets us there. But, it has to be AI built for Marketers, think Marketer + Machine. An overlay to everything you do that amplifies your ability to Listen, Learn, and Engage to a whole new level. (Like Ironman’s mask.) 3 core tenets to our point of view on what AI for marketing looks like… It must be purpose-built for marketers (generic AI is not the answer) – because we don’t time as marketers to wait for IT to custom-build something we can use. We need AI purpose-built for our marketing use cases so that we can move fast to keep up with our customers. requires a centralized place for all customer data, because AI is only as good as the customer data it has to work with… and having it all centralized makes the intelligent engagement that follows more real-time, accurate and completely informed must provide Transparency to marketers as to what inputs are driving the algorithms and Control on when to let AI work automatically so that marketers can test and trust the outcomes
- Let’s take a look at how marketo contentai can help solve some of these challenges that we are facing as marketers And how the solution can help marketers with the future one-to-one engagement In order to win in the engagement economy
- Expanding on web and email examples Hatch example, marketo blog – ungated content plus great gated content that’s personalized Email: multiple CTAs, bigegr lift out of the same email ContentAI uses artificial intelligence to scale personalization by automatically recommending the right content to each person across web and email. You need a simple and scalable way to present the right content to the right person at the right time, and through the right channel without creating hundreds of rules If you could do that automatically you could Improve engagement rates Generate more qualified conversions Increase content consumption With ContentAI, marketers can decide which content gets recommended and through which channel – either the web or email. Here are examples of what recommended content can look like: Web: is the Rich Media Recommendation and it’s pulled straight from Marketo’s website Right: content recommendations in email Overview of ContentAI and ways to leverage it…
- Example 1 of ways you can leverage contentai: Gain visibility into audience insights to guide content planning and drive more conversions and accelerate nurturing (because you know what’s resonating and what isnt) For ABM, converting new visitors
- Leverage AI to predict the best performing content for each audience Suggested content is for all content that have been discovered
- Get a view of your content inventory and performance of each asset
- Who leverages content ai and how: PMM, DG, Content - understand if their messaging is working/converting the right audiences, what content to use in campaigns, and help guide content planning/ if there needs to be a refresh Marketing Execs – use it to understand if their thought leadership is working or not
- Here’s an example of success… They’re listening to determine which story they should tell… they know when someone is a customer or not… and which opensource cloud platform is top of mind… able to tie that in, on an individual level, Upsell & cross sell their products
- (How it works) Artificial Intelligence ContentAI uses artificial intelligence to analyze the information collected from the auto discovery phase to identify which content works best for which individuals. The machine learning algorithms are constantly optimized to recommend the best content to individuals in real time However, marketers ultimately decide which assets are recommended and through which channel
- Think Marketer + Machine. An overlay to everything you do that amplifies your ability to engage individuals one on one at a whole new level. (Like Ironman’s mask.) And, because we’re marketers, it has to have transparency and control, allowing us to test and trust outcomes. All of this provides a pathway to exponential growth by letting you: PREDICT the right programs for the right people: to achieve business goals & go from broad audiences to segment of one (input your goals, machine guides you) PERSONALIZE with confidence: right content, right channel, right moment, with transparency and control PERFORM to the Nth degree: harness all your audience data, to auto-optimize millions of experiences with precision, to drive more value, while making your life easier
- Introducing ContentAI - The future of one-to-one engagement The evolution of customer expectations has made marketing extremely competitive, and engaging buyers will require each interaction to resonate on an individual level - that requires presenting the right content to the right audience in the moment. But how do you know which content is most likely to convert each person, and how do you put that content front of them at scale? Join this webinar to discover how Marketo ContentAI uses artificial intelligence to help marketers shift from today’s traditional rule-based campaigns to making every interaction with customers more valuable while increasing conversions across email, web, and mobile. You’ll learn how you can: Leverage A.I. to predict the best-performing content for each audience Gain visibility into audience insights to guide content planning and improve campaign results Get a view of your content inventory and performance of each asset
- Introducing ContentAI - The future of one-to-one engagement The evolution of customer expectations has made marketing extremely competitive, and engaging buyers will require each interaction to resonate on an individual level - that requires presenting the right content to the right audience in the moment. But how do you know which content is most likely to convert each person, and how do you put that content front of them at scale? Join this webinar to discover how Marketo ContentAI uses artificial intelligence to help marketers shift from today’s traditional rule-based campaigns to making every interaction with customers more valuable while increasing conversions across email, web, and mobile. You’ll learn how you can: Leverage A.I. to predict the best-performing content for each audience Gain visibility into audience insights to guide content planning and improve campaign results Get a view of your content inventory and performance of each asset