Next-Best-Content, recommended in real-time

"Idio’s content intelligence engine complements our real-time customer decisioning solutions, to help B2B organizations present the right content at the right moment."

Expanding B2B data & insights

Personalization typically isn’t as easy in B2B as it is in B2C. B2B marketers have huge gaps in their data, more complex sales cycles, and long-term nurturing requirements. A large and snarly matrix of decision makers doesn’t help either.

B2C focuses on conversion—for every offer, someone buys or they don’t. It’s tightly coupled, and happens fast. But what if the purchase doesn’t happen for months, even years, after you presented the content? How would you know what was working? How would you predict what’s next?

Idio’s Content Intelligence engine uses Natural Language Processing (NLP) to analyze the unstructured data in a B2B brand’s materials (datasheets, manuals, eBooks, whitepapers, Web pages, etc.), and builds predictive associations based on the topics and keywords that interested a user. These associations determine what content will be most relevant for that individual based on their profile and viewing history.

Next-Best-Content recommendations

Given the siloed nature of B2B operations, most organizations are waaaay too slow. They can’t adapt fast enough to meet an individual buyer’s changing needs. They miss opportunities to serve relevant content that could have accelerated engagement or progressed an open opportunity.

With Pega Marketing and its Customer Decision Hub, every channel learns together in real-time with no delays in learning or execution. New information is collected, and then it’s immediately leveraged across the board. When Pega makes a Next-Best-Action decision for a B2B contact, Idio delivers a second-level Next-Best-Content recommendation that ensures what you present will be relevant to that individual. Not only will you predict the best journey for each customer, but you’ll also zero in on the content that will motivate action.

Accelerating customer journeys

B2C journeys are fast and simple. B2B marketers have it a lot harder. They nurture customers over the long-term, and manage multiple stakeholders for each account.

Leveraging the combination of the Customer Journey Visualization inside Pega Marketing, B2B organizations can define specific journeys that they want to track, and then measure the impact of their Next-Best-Content initiatives have on the customer.

What content optimizes conversion? What are the roadblocks in the journey? Where do people get stuck or drop off the map completely?

Our customers have the answers to these questions already. You don’t have to waste time trying to find them out on your own. Pega can help!

Related Resources

Study

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Analyst Report

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Guided Tour

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Link

Our technology, differentiation and customer results are built on that thesis.

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