|
|
This is the first article in a series unpacking GXM’s Intelligence capabilities. In the weeks ahead, I’ll spotlight everything from uncovering content gaps to pinpointing attribution and driving conversion. Buckle up—there’s a lot to explore.
Remember the problem with traditional analytics in B2B marketing? Put simply: websites are still stuck where we left them 20 years ago—and their analytics haven’t evolved much either. Most website data isn’t actionable, and in today’s environment—where competition is fierce and audience expectations are higher than ever—you need real intelligence, not surface-level metrics, to succeed.
The magic behind GXM’s transformative front end lies in its back end. When our clients add GXM to their site, they add the ability to tunnel down to the bedrock of their content strategy, zeroing in on the precise information their audience wants—and exposing exactly where existing materials may fall short.
Let me share a couple of real-world examples that showcase the power of GXM’s intelligence capabilities. I’ve included graphs to give you a taste of what our clients see.
Platforming Content Gaps
A core feature of GXM’s Intelligence dashboard is the Critical Query Gap module.
Here’s how it works: for each user query, GXM retrieves the most relevant content and assigns it a Reliability Score—a proprietary metric that considers how well that content answers the question, how current it is, and how usable it is in context. For example, a dense 95-page PDF might technically contain the answer, but if that answer is buried or difficult to parse, its reliability drops.
Take the chart below as an example. It comes from an anonymized client, and it reveals a stark reality: some of the content being surfaced in response to user queries is falling short. That disconnect? It’s not just inconvenient—it’s costing the client relevance, trust, and likely, conversion.
The bar chart shows both how often a document is retrieved and how reliable it is. Documents that appear frequently and have a Reliability Score below 0.35 (on a scale of 0 to 1) are flagged as critical—they’re being surfaced often, but aren’t effectively serving user needs. In other words, the content is visible and not valuable.
GXM also monitors how these gaps shift over time. If a certain, unreliable question surges in volume—or if the reliability of answers worsens—you’ll see it early. And when you close a gap, that improvement is tracked as well.
In this way, GXM Intelligence doesn’t just reveal missed opportunities—it surfaces emerging needs. Clients get a clear, line-by-line view of what their audience is actually trying to understand, and whether their content is showing up to meet the moment.
Goodbye, Stale Content
Every B2B content library has them—the whitepapers from five years ago, the blog posts that never got updated, the case studies quietly collecting digital dust. They’re not just harmless background noise; they’re quietly dragging down your user experience and muddying your messaging. So we built an intelligence module to make finding (and removing) stale content easy.
Take a look at the chart below. GXM’s Stale Content Tracker identifies which assets in your library are actively in the way of serving your audience. Like the Reliability Score for content gaps, “Freshness” is determined through a multi-factor model, including factors like the age of the content, the last time it was updated, the presence of broken or outdated links (i.e. link rot), and whether newer, more accurate content has effectively superseded it—especially if it contradicts or replaces the original material. Ultimately, if a piece of content scores below .25 on a 0 to 1 scale, we consider it stale.
When paired with how frequently that content is appearing in user queries, this information gives you a clear signal of what to keep, update, or remove—allowing you to refresh high-potential content, retire dead weight that no longer serves your audience, and prioritize what truly deserves attention in your content ecosystem. No more guesswork. Just a clean, high-performing library that reflects what your audience actually needs today.
A Technical Edge for Content Optimization
These are just two ways GXM’s intelligence goes beyond surface metrics. Rather than spitting out numbers, it spots patterns, exposes blind spots, and powers smarter decisions. For enterprise marketers, that kind of precision is the difference between noise and impact.
After decades in this industry, we at SJR understand that clients don’t want clever copy alone; they want evidence you understand their business and the data to back it up. With GXM, you’re not guessing. You’re targeting. You know exactly which levers to pull, when to pull them, and why. No wasted motion. Just a clear, decisive path to content that performs—loud, precise, and impossible to ignore.
