Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech

Processing...Please wait.

MarTech » Customer & Digital Experience » Here’s how Marketo sees its new ContentAI

Here’s how Marketo sees its new ContentAI

VP Matt Zilli points to many more attributes for targeting, and a clearer picture for marketers about what kind of content works for specific segments.

Barry Levine on October 11, 2017 at 10:16 am | Reading time: 2 minutes

The Marketo logo

How does Marketo’s recently released ContentAI differ from its previous content recommendation?

Group VP Matt Zilli told me that the previous version, launched several years ago and also employing artificial intelligence, recommended B2B content based on a handful of visitor attributes, like whether they had visited the website before, the user’s location or the user’s company, the latter based on IP address matching. The suggested content was based on the kind of content that had generated the highest conversion for that visitor segment.

A subsequent incarnation, he noted, added content recommendation for emails, as well as a few more targeting attributes.

“But those two solutions were just better distribution of content,” he said. “They didn’t help marketers understand what was working.”

The new ContentAI, he said, employs hundreds of attributes residing in the Marketo data warehouse so that user segments are more targeted. And the dashboard now shows which kinds of content return the best performance and what kinds of user segments are missing effective content, plus it makes predictions about what will work best.

The content is delivered to emails, as a download, to a web page, or it can show up in an app. The content is not evaluated by topic or other content parsing, but by its past performance for that segment.

Zilli said Marketo’s new presentation of the highest-performing content, plus the deep set of attributes in its database that represent every user interaction, distinguishes Marketo’s content engine from those in competitors’ clouds.


New on MarTech

    Only 38% of marketers very confident in their customer data and analytics systems
    Does your email copy persuade or sell?
    The latest jobs in martech
    74% of B2B marketers expect budgets to increase next year
    How Cherry Bombe uses email to make customers smile

About The Author

Barry Levine
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

Related Topics

Customer & Digital ExperienceMarketing Operations

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

SEO Recon: The What, Why, and How for Building Amazing Links

Unlock the Cutting-Edge Potential of QR Codes

Why Finding the Right Platform is the Key to Winning in Email Marketing

See More Webinars
Intelligence Reports

Enterprise Marketing Performance Management Platforms: A Marketer’s Guide

Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide

Enterprise Account-Based Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

The Definitive Buyer’s Guide to Collaborative Work Management for Marketers

See More Whitepapers
Search Our Site

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.