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Presented By:
Max Traylor
A blended web series solving CMO challenges with research, data and
technology.
Join the live we...
How it works
Your (CMO)
challenges
Our research,
interviews and
experience
breakoutCMO series
Solutions for your Challenges
Max Traylor | CRO, breakoutrevenue
 Max helps companies develop and execute demand generation
strategies.
Predictive content analytics takes the
guesswork out of content marketing.
 Season 1: Episode 3
Episode 3: Overview
 Predictive content analytics improves the ROI of your content marketing
investments by advising you ...
Content / text is now being digitized and analyzed
to extract key information (context)
6
What is predictive content analytics?
 Natural Language Processing (NLP) is used to extract 20-30 topics out of each piec...
Each buyer has unique content DNA
 Every piece of content is made up
of a unique combination of topics
 On average buyer...
Increased website traffic
from all channels.
Increased volume of leads
generated through all
channels.
Increased in lea...
Idio Content Intelligence Platform
Content intelligence
challenges.
Content Intelligence
Use of content consumption
data to understand who buyers
are and what they might buy
Use of data to i...
Challenge 1: Don't know
where the gaps are in
content coverage.
Use case: Continuous real time content audit of topic
cove...
So much content being produced:
Lots of data.
 14
Challenge 2: Don't know
what your competitors are
talking about.
Use case: Continuous real time content audit of
competito...
Your competition will talk more in
2015… but what will they talk about?
http://contentmarketinginstitute.com/2014/10/2015-...
Challenge 3: Don't know
what 3rd party influencers
are talking about.
Use case: Continuous real time content audit of
infl...
2014 B2B Content Preferences Survey
2014 B2B Content Preferences Survey | Demand Gen Report
http://www.demandgenreport.com...
Each buyer has their own unique content DNA
 Slim-Fast used natural
language processing (NLP) to
identify the topics that...
Challenge 4: We don't
understand the personal
interests that drive our target
market segments and buyer
personas to make a...
Understanding your audience’s
interests drives lead quality.
2015 Demand Gen Report Benchmark Study: What is working in de...
Challenge 5: Don't know
what content topics are
engaging the target
audience and which ones
create noise.
Use case: Suppor...
Content Marketing Institute 2015 research:
23
http://contentmarketinginstitute.com/2014/10/2015-b2b-content-marketing-rese...
Content Waste
Predictive content analytics vendor survey of customers
Topic performance & visualization to
support content and messaging
decisions.
Inbound Marketing
Related Challenges
Challenge 6:
Buyers/customers expect
a personalized
experience.
Use case: Personalize their experience using interest
data...
Forrester says:
“In a global survey across all industries, seven out of 10 business leaders
said that customer experience ...
Challenge 7: Difficulty
increasing web traffic
from search engines
(SEO).
Use case: When you create content that matches t...
Challenge 8: Visit to lead
conversion rates are low.
Use case: By leveraging personalized content
recommendations on their...
Predictive content analytics vendor
case study.
Using the intelligence gained from analyzing,
Econsultancy’s content, and ...
Predictive Intelligence Benchmark Report
Salesforce marketing cloud: https://www.exacttarget.com/sites/exacttarget/files/d...
Challenge 9: Most lead
nurturing emails aren't
being opened, read or
clicked on.
Use case: By integrating personalized con...
Predictive content analytics vendor
case study.
AUTOMATED NEWS STORY SELECTION
With approx. 30 selected news providers, Id...
The sales handoff
Challenge 10: The sales
team is not leveraging
content assets.
Use case: give the sales team access to personalized
conten...
How long does it take to find ROI-
related sales content?
Challenge 11: Sales has
trouble connecting with
buyers.
Use case: enable the sales team with prospecting email
templates a...
Real-time buyer intelligence
These are the best
assets for me to send to
prospect.
My prospect is
interested in these
topi...
Wrapping up:
Predictive Content Analytics Use Cases:
 Real-time audit of digital content (coverage by topic)
 Competitiv...
Further demand
generation resources
Get your challenges
addressed
Tell us what is holding you back from accelerating
revenue at your organization and we will ...
breakoutCMO season 1 schedule
 Episode 1: Components of a comprehensive demand generation strategy.
 Episode 2: How to u...
www.breakoutrevenue.com/CMO-series
THANK YOU!!!
Stay ahead of the competition, don’t fall behind
Max Traylor | CRO
max@bre...
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Predictive content analytics takes the guesswork out of content marketing.

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Predictive content analytics for marketing improves the ROI of your content marketing investments by advising you in real-time which topics are attracting and engaging your ideal buyers. These powerful tools provide topic level analysis on what content your buyer has consumed and what they are likely to consume; what will engage them during their journey to becoming a customer.

This session will teach you about the evolution of predictive analytics and how predictive content analytics can be leveraged to solve three major challenges for content marketers: content strategy and topic selection, personalized lead nurturing and sales alignment.

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Predictive content analytics takes the guesswork out of content marketing.

  1. 1. Presented By: Max Traylor A blended web series solving CMO challenges with research, data and technology. Join the live webcast on Tuesday September 15th at 3pm. www.breakoutrevenue.com/cmo-series breakoutCMO series
  2. 2. How it works Your (CMO) challenges Our research, interviews and experience breakoutCMO series Solutions for your Challenges
  3. 3. Max Traylor | CRO, breakoutrevenue  Max helps companies develop and execute demand generation strategies.
  4. 4. Predictive content analytics takes the guesswork out of content marketing.  Season 1: Episode 3
  5. 5. Episode 3: Overview  Predictive content analytics improves the ROI of your content marketing investments by advising you in real-time which topics are attracting and engaging your ideal buyers. These powerful tools provide topic level analysis on what content your buyer has consumed and what they are likely to consume; what will engage them during their journey to becoming a customer.  This session will teach you about the evolution of predictive analytics and how predictive content analytics can be leveraged to solve three major challenges for content marketers: content strategy and topic selection, personalized lead nurturing and sales alignment.
  6. 6. Content / text is now being digitized and analyzed to extract key information (context) 6
  7. 7. What is predictive content analytics?  Natural Language Processing (NLP) is used to extract 20-30 topics out of each piece of digital content you host online, creating data about your content.  Visitors are tagged with cookies , and as they read content, a personal "interest profile" is created to identify and weight their interests based on the frequency and recency of their interactions with content topics.  This "interest data" is then combined with data from a company's marketing automation platform, CRM and other applications to segment website visitors, leads and customers into groups to gain insight into how different buyers research and make purchases.  Individual interest profiles also enable companies to personalize their web, email and mobile experiences for buyers. 7 *Personalized “interest profiles” are updated based on an individual’s consumption of content topics.
  8. 8. Each buyer has unique content DNA  Every piece of content is made up of a unique combination of topics  On average buyers look at 13 pieces of content before making a purchase  When we monitor your ideal buyer's content consumption, it is like mapping your buyer's DNA: the unique set of content and topics they consume before making a buying decision.  8http://contentmarketinginstitute.com/2014/10/2015-b2b-content-marketing-research/
  9. 9. Increased website traffic from all channels. Increased volume of leads generated through all channels. Increased in lead quality generated through all channels. Better sales intelligence to close more deals. Retention & upsell is improved due to increased customer engagement 9 Image Credit: http://www.leadformix.com/blog/2013/05/demand-generation-vs-lead-generation- tell-them-apart/
  10. 10. Idio Content Intelligence Platform
  11. 11. Content intelligence challenges.
  12. 12. Content Intelligence Use of content consumption data to understand who buyers are and what they might buy Use of data to influence the customer’s journey Intelligence from Content Buyer behavior and interest data Customer Context for Sales Personalize prospect data Intelligent use of Content Optimize content Personalize content
  13. 13. Challenge 1: Don't know where the gaps are in content coverage. Use case: Continuous real time content audit of topic coverage.
  14. 14. So much content being produced: Lots of data.  14
  15. 15. Challenge 2: Don't know what your competitors are talking about. Use case: Continuous real time content audit of competitor’s topic coverage.
  16. 16. Your competition will talk more in 2015… but what will they talk about? http://contentmarketinginstitute.com/2014/10/2015-b2b-content-marketing-research/
  17. 17. Challenge 3: Don't know what 3rd party influencers are talking about. Use case: Continuous real time content audit of influencer’s topic coverage.
  18. 18. 2014 B2B Content Preferences Survey 2014 B2B Content Preferences Survey | Demand Gen Report http://www.demandgenreport.com/industry-topics/content-strategies/2746-b2b-content- preferences-survey-buyers-want-short-visual-mobile-optimized-content.html
  19. 19. Each buyer has their own unique content DNA  Slim-Fast used natural language processing (NLP) to identify the topics that were of highest interest to their buyers.  They hired bloggers who has influence over those topics to talk about Slim-Fast.  Non-branded search traffic increased from 3% to 57% of total website traffic. http://agitpropspace.org/2011/05/16/art-buddhism-and-x-ray-vision/
  20. 20. Challenge 4: We don't understand the personal interests that drive our target market segments and buyer personas to make a purchase decision Use case: Use CRM data to create groups of leads and customers into "segments" or "personas". Monitor the "interest profiles" of these groups to determine what is driving them towards key conversion points. Map out the topics of interest for each group at each stage of the buying process.
  21. 21. Understanding your audience’s interests drives lead quality. 2015 Demand Gen Report Benchmark Study: What is working in demand gen http://www.demandgenreport.com/resources/research/2015-benchmark-study-what-s-working-in- demand-generation
  22. 22. Challenge 5: Don't know what content topics are engaging the target audience and which ones create noise. Use case: Support content topic decisions by analyzing the relationship between topic production and engagement.
  23. 23. Content Marketing Institute 2015 research: 23 http://contentmarketinginstitute.com/2014/10/2015-b2b-content-marketing-research/
  24. 24. Content Waste Predictive content analytics vendor survey of customers
  25. 25. Topic performance & visualization to support content and messaging decisions.
  26. 26. Inbound Marketing Related Challenges
  27. 27. Challenge 6: Buyers/customers expect a personalized experience. Use case: Personalize their experience using interest data. Give them the content they actually want.
  28. 28. Forrester says: “In a global survey across all industries, seven out of 10 business leaders said that customer experience is a critical or high priority. Even so, less than one-third of customer experience professionals indicate that their firms consistently take the impact on customer experience into consideration when making business decisions.” -Forrester: The CMO’s Blueprint For Strategy In The Age Of The Customer Complimentary copy: http://solutions.forrester.com/Global/FileLib/Reports/The_CMO%27s_Blueprint_For_Strategy_In_The_Age_O f_The_Customer.pdf
  29. 29. Challenge 7: Difficulty increasing web traffic from search engines (SEO). Use case: When you create content that matches the interest of your audience, Google takes notice.
  30. 30. Challenge 8: Visit to lead conversion rates are low. Use case: By leveraging personalized content recommendations on their website, Econsultancy was able to increase their site's conversion to customers by 251%
  31. 31. Predictive content analytics vendor case study. Using the intelligence gained from analyzing, Econsultancy’s content, and the interest profiles compiled on everyone who engaged with it, we matched the two to provide the best report recommendation.
  32. 32. Predictive Intelligence Benchmark Report Salesforce marketing cloud: https://www.exacttarget.com/sites/exacttarget/files/deliverables/etmc- predictiveintelligencebenchmarkreport.pdf
  33. 33. Challenge 9: Most lead nurturing emails aren't being opened, read or clicked on. Use case: By integrating personalized content recommendations into their email newsletters, C-Spire Wireless saw a 537% increase in email open rates and a 92% increase in click through rates.
  34. 34. Predictive content analytics vendor case study. AUTOMATED NEWS STORY SELECTION With approx. 30 selected news providers, Idio automatically selected content from the latest stories each morning. On the idio dashboard the editor then chose the top story for the Newslink email, as well as selecting stories for each section that the personalization function sourced content from.
  35. 35. The sales handoff
  36. 36. Challenge 10: The sales team is not leveraging content assets. Use case: give the sales team access to personalized content recommendations from their CRM dashboard.
  37. 37. How long does it take to find ROI- related sales content?
  38. 38. Challenge 11: Sales has trouble connecting with buyers. Use case: enable the sales team with prospecting email templates and call guides leveraging buyer interest data.
  39. 39. Real-time buyer intelligence These are the best assets for me to send to prospect. My prospect is interested in these topics.
  40. 40. Wrapping up: Predictive Content Analytics Use Cases:  Real-time audit of digital content (coverage by topic)  Competitive/Influencer content audit  Identify the interests of your target market segments  Identify new target market segments that have interests aligned with your positioning  Map the buyer’s journey for individual personas  Content strategy optimization (identify topics saturation + gaps)  Customer data projects (using exported interest data)  Website personalization (increase SEO + traffic volume/quality)  Email personalization (increase open and click rates)  Mobile app personalization (increase engagement + conversions)  Improve visitor to lead conversion rates  Content asset utilization by sales  Personalized prospecting emails and cold-calls by sales.
  41. 41. Further demand generation resources
  42. 42. Get your challenges addressed Tell us what is holding you back from accelerating revenue at your organization and we will give you 60 minutes of personalized recommendations.
  43. 43. breakoutCMO season 1 schedule  Episode 1: Components of a comprehensive demand generation strategy.  Episode 2: How to use individual buyer behavior to segment your audience and build personas  Episode 3: Predictive content analytics takes the guesswork out of content marketing. Episode 4: Content strategy: the fundamental element of demand generation.
  44. 44. www.breakoutrevenue.com/CMO-series THANK YOU!!! Stay ahead of the competition, don’t fall behind Max Traylor | CRO max@breakoutrevenue.com Linkedin.com/in/maxtraylor

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