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How Marketo Uses Machine Learning for Personalization and Prediction
Blog Feature

By: Sammie Fisher

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July 31st, 2018

How Marketo Uses Machine Learning for Personalization and Prediction

Ever feel like you’re just throwing marketing efforts out into the world, hoping they’ll stick to a stranger that will eventually become a customer? STOP! You need a more personalized approach.

Even if you’ve mastered crafting buyer personas and the art of A/B testing, chances are you’re still wasting a lot of time that could be better spent.

Luckily, there’s AI that might be able to help with that.

Marketo has joined the ranks of sales and marketing platforms attempting to end this offense–and the extensive time needed to perform it–by personalizing marketing efforts with artificial intelligence.

Marketo + AI Capabilities

Around this time last year, Marketo CEO Steve Lucas said in an interview that artificial intelligence is the most important and impactful marketing technology. He recognized that one of the biggest challenges marketers face is harnessing all the data about their buyers and putting it to use. Hence Marketo’s two AI-powered solutions: Marketo AudienceAI and Marketo ContentAI.

Marketo AudienceAI, which is currently in development, aims to find lookalike audiences in a marketer’s database that have a high likelihood of conversion. Then, you can expand campaign reach in a relevant way to contacts that may otherwise be left sitting in your database.

Marketo AudienceAI is made possible by a multiyear partnership between Marketo and Google Cloud. Google Cloud machine learning technology surfaces target contacts based on historical conversion patterns.

Marketo already uses similar technology for personalized content selection. Marketo ContentAI selects the next piece of content of interest to a customer based on their previous behavior.

Plus, you eliminate A/B testing from your to-do list and save hours in your day.

The Importance of Personalization

Marketo sees three main benefits to AI-powered personalization:

  1. You can predict the right programs for the right people by simply inputting your goals.
  2. You can personalize with confidence. No more guessing, just data.
  3. You can perform to the Nth degree, harnessing all your audiences data to auto-optimize millions of experiences with precision, driving more value and making your life easier.

This is crucial because it’s coming at a time when consumers expectations are higher than ever. They crave a personalized experience, and if you don’t deliver, they’ll find someone who will.

But don’t fret, it’s not you specifically. These tools are doing things humans can’t. No one has the ability to surface this kind of insight in real-time.

The Future of Marketer + Machine

Marketo believes that AI empowers marketers by helping them listen, learn, and engage with their customers. Successful marketers are those who embrace technology by testing, tweaking, and tuning.

The marketer will still be in control, but processes will be radically more efficient and you can dive deeper into customer data than ever before.

As Marketo CEO Steve Lucas said, “The future of marketing is not AI vs. the marketers. It's the marketers and the machine working together.”

Ready to enter the world of marketer + machine?

Get the Beginner's Guide to AI in Marketing

About Sammie Fisher

Sammie Fisher (@SammieFisher3) is an associate consultant at PR 20/20. She joined the agency in January 2018 with a background in PR, marketing and business analytics. Sammie graduated from Ohio University’s E.W. Scripps School of Journalism in 2018 with a degree in strategic communication and a marketing minor.

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