Generating More Leads with Predictive Content Recommendations

Mike TelemVP Product Marketing, Marketo

Terry ErismanCMO, Percona

Generating more leads with Predictive Content Recommendations

Marketo Real-Time Personalization

Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 12/4/2014

Overview

• How Predictive Content Recommendations solves the

Engagement Challenge

• The Percona Case Study - Terry Erisman, CMO

• Challenges and Solutions

• Measuring Success and Results

• Next Steps

• Getting Started



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


Content Marketing


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


Introduction to Percona


Introduction

• Founded in 2006

• CMO, Terry Erisman

• Professional services and open source software for

MySQL and OpenStack

• Over 125 employees and 2,000 customers worldwide

• More than 3,000,000 open source software downloads


Percona’s Challenge



• Multiple service and software offerings

• A massive collection of high value content

• Hundreds of thousands of monthly website visitors

• Split between percona.com and mysqlperformanceblog.com

• Scalable solution to connect visitors with content

• Limited marketing resources




Percona’s Steps to Success:

Marketo RTP Content

Recommendation Engine


Percona’s Steps to Success

1. Identify classes of high value content to feature

(eBooks, Webinars & White Papers)

2. Create steady stream of new assets

3. Configure in the predictive recommendation engine

4. Measure and analyze results


• Identify high value content items

• Enable them in CRE

ENABLE LEARN RECOMMEND


• Monitor content consumption

• Identify most consumed content topics and types

• Fine tune offer to drive engagement




Example visitor data

• Automatic Content Discovery


Predictive Analytics


• Identify similar web visitors

• Discover content connections

• Recommend most relevant content






Measuring Results


Measuring Results

• Impact on visitors that engaged with recommended content compared with site averages

Source: Google Analytics


Measuring Results

• Impact on visitors that engaged with recommended content compared with site averages

Source: Google Analytics


Percona Results

• Targeted visitors view on avg. 315% more pages per session

and are on the site 312% longer

• Content consumption up 17.8%

• CRE created 3X more views for ebooks than generic views

• 201% increase in content specific lead conversions


People viewing content based

on RTP recommendations

Percona Results

• CRE created 3X more views for ebooks than generic views


Percona Next Steps

• Add assets to the content recommendation engine

• Identify most effective/popular recommended assets

• Create new content around these topics/types


Live Demonstration


Getting Started


Getting Started

Quick setup, hands free

Let the machine learn which content works best

Enable recommended content (mix gated/non-gated)

Measure uplift in content consumption


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

Generating more leads with Predictive Content Recommendations

contact: [email protected]

more info: marketo.com/personalization

follow us: @marketo

Business

Generating More Leads with Predictive Content Recommendations