\u201cBeat your customers, NOT your competitors<\/strong>.\u201d<\/p>\n\n\n\n
Does that sound crazy to you? <\/p>\n\n\n\n
Well, consider this: Today\u2019s 24×7-online customer doesn\u2019t just think<\/em> ahead of you, they act<\/em> ahead of you. Your, the marketer\u2019s, job is no longer to keep up; it\u2019s to keep ahead, wait at the finish line for your customers to reach there. <\/p>\n\n\n\n It\u2019s the difference between having to find and<\/em> call<\/em> a customer rep to have a product demonstrated and seeing the rep already stationed at their desk, waiting for you. <\/p>\n\n\n\n That\u2019s what Marketo\u2019s AI-enabled predictive content feature makes possible. You want to be there before the customer, subscriber, or contact gets there. It\u2019s about being relevant. About locking in the exact pattern match.<\/p>\n\n\n\n We\u2019re certified Marketo experts<\/a>, and we\u2019re going to show you how Marketo\u2019s predictive content can create relevant experiences for your audience across channels.<\/p>\n\n\n\n Image source: Marketo<\/a><\/p>\n\n\n\n Marketo Engage, now part of Adobe Marketing<\/a> Cloud, uses Predictive Content powered by Adobe Sensei to tailor content recommendations. Here’s how it works:<\/p>\n\n\n\n Predictive Content in Marketo isn’t just fancy guesswork. It leverages machine learning algorithms that constantly learn and improve. <\/p>\n\n\n\n Christopher Penn, co-founder and chief data scientist at TrustInsights.ai, divides<\/a> the predictive process into these five steps:<\/p>\n\n\n\n Marketo\u2019s Predictive Content functions according to a similar archetype. Here’s a peek under the hood:<\/p>\n\n\n\n Marketo’s Predictive Content<\/a> offers some advanced features to further personalize the experience:<\/p>\n\n\n\n (Dynamic content and predictive content are two different things. Predictive content is automated and controlled by machine learning while Dynamic Content is set up manually by marketers through rules and segments. Predictive Content offers personalization based on predictive analytics and user behavior; Dynamic Content personalizes content based on predefined criteria and rules) While increased engagement is a key benefit, Predictive Content can also:<\/p>\n\n\n\n By delivering the most relevant content at each stage of the buyer’s journey, you can guide prospects smoothly through the sales funnel. Predictive Content helps you identify which content pieces resonate most with your audience and deliver the best ROI. Predictive Content delivers targeted content that educates and nurtures leads, increasing their chances of converting into customers. By providing content that addresses their specific needs and interests, you can build trust and relationships with potential buyers, ultimately leading to higher conversion rates<\/p>\n\n\n\n Predictive analytics<\/a> does not guarantee success. The best it can do is \u201cmeasure potential outcomes.\u201d<\/p>\n\n\n\n There\u2019s a divide between who\u2019s measuring and what\u2019s being measured. Predictive modeling relies on static data to do its job. By \u201cstatic\u201d we mean a data point that exists within a closed system at any given point in time. That\u2019s the \u201cwho\u2019s measuring\u201d part.<\/p>\n\n\n\n But human behavior doesn\u2019t operate in an airtight system. It is given to external, uncontrollable influences. So, what\u2019s being measured is in a flux. <\/p>\n\n\n\n Imagine Marketo\u2019s Predictive Content feature recommended a piece of content to a particular subscriber. The recommendation is based on behavioral data. Sure; Mr. X has been signaling intent for this topic. But what if the same subscriber read an industry report which suddenly changed their perspective on that topic?<\/p>\n\n\n\n What about personal circumstances? Moods? Shifts in work priorities? <\/p>\n\n\n\n There can be any number of such coffee spills to ruin those exact lines on the map. Predictive AI is not a magic bullet; but who needs magic to make things work? You want to make the winning bet to come out on top. And predictive modeling is just that. <\/p>\n\n\n We\u2019ll leave you with a few pointers to get started with Predictive Content in Marketo Engage. As a first step, ask yourself these questions:<\/p>\n\n\n\n If you should still feel stuck, you might want to read more on how predictive analytics can transform marketing<\/a> across channels. <\/p>\n\n\n\n
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<\/a><\/div><\/div>\n\n\n\nPersonalizing with Predictive Content in Marketo Engage<\/strong><\/h2>\n\n\n\n
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<\/figure><\/div>\n\n\n\n<\/strong>Not cryptic fortune-telling!<\/strong><\/h2>\n\n\n\n
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For instance, it might discover that visitors who read a specific blog post about social media marketing are more likely to download a related white paper on choosing the right social media platform for their business
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These models anticipate which content piece is most likely to resonate with a particular user based on their profile, past interactions, and the current context (e.g., the webpage they are viewing, the keywords they searched for)<\/li><\/ul>\n\n\n\nBeyond the basics: Advanced features<\/strong><\/h2>\n\n\n\n
Once again, imagine a blog post about social media marketing that displays a CTA to \u201cDownload our guide to creating Facebook ads\u201d for users who have shown interest in Facebook marketing, while displaying a CTA to \u201cLearn more about social media strategy\u201d for users who are new to the topic<\/li><\/ul>\n\n\n\n
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<\/li>Benefits beyond engagement<\/strong><\/h2>\n\n\n\n
1. Streamline the buyer’s journey<\/strong><\/h3>\n\n\n\n
Picture a prospect who reads a blog post about the challenges of marketing automation. Predictive Content might then recommend a white paper that compares different marketing automation solutions, followed by a case study showcasing how a similar company successfully implemented marketing automation. This targeted content delivery nurtures leads and moves them closer to a buying decision.<\/p>\n\n\n\n![\"\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/07\/image4.png\")
<\/figure><\/div>\n\n\n\n2. <\/strong>Optimize content investment<\/strong><\/h3>\n\n\n\n
By analyzing engagement and conversion metrics associated with recommended content, you can focus your resources on creating high-performing content that drives results. You can also identify content that may be underperforming and revamp it to improve its effectiveness<\/p>\n\n\n\n3. Boost lead nurturing<\/strong><\/h3>\n\n\n\n
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<\/a><\/div><\/div>\n\n\n\n<\/strong>Prepare to predict, predict to prepare<\/strong><\/h2>\n\n\n\n
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