What is Marketing Orchestration?

If you compare your latest marketing campaign’s performance to an orchestra concert, would it sound like beautiful, synchronized music or a cacophony of alarm bells? Or somewhere in between?

Maybe you’ve been on a marketing or sales team where the efforts felt out of sync, like various instruments playing at the wrong time or even the wrong notes. Without implementing a marketing orchestration practice of coordinated cross-channel interactions, campaigns may feel like a bit of a mess.

In this guide, you’ll discover all you need to know about marketing orchestration to get everyone on the same page to deliver a performance your CMO and Mozart would be proud of.

What is marketing orchestration?

Marketing orchestration is the coordination of activities, programs, and campaigns across all marketing and sales channels to create a personalized account experience. It empowers revenue teams to optimize different tactics, including advertising, email, direct mail, and social media, in a synchronized way across the buyer journey.

At a high level, marketing orchestration helps go-to-market (GTM) teams create more creative content, deliver more effective campaigns quicker, and lower costs. Target accounts also benefit from a more cohesive and relevant buying experience.

While implementing marketing orchestration has many advantages, you may not attain them without clean data. Before getting started, review your CRM and sales engagement platform’s data for duplicate, inaccurate, irrelevant, or improperly formatted information and fix those issues. Once rectified, you’ll be able to reap the benefits of an orchestration practice.

Benefits of marketing orchestration

With marketing orchestration, GTM teams can share one single source of truth for account objectives, activities, and results. This unified effort solves critical challenges in B2B marketing and sales and yields better outcomes. Check out the deets in the carousel below.

What does marketing orchestration look like in practice?

Now that you know the benefits of marketing orchestration, it’s helpful to see what it looks like in practice.

Say a target account contact enters their email address into one of your website forms to download a gated asset and subscribe to your newsletter. From there, your marketing team has an email marketing automation set up, triggering an onboarding campaign. When that contact opens an email in the flow, your orchestration software adds them to a customized, segmented audience for you to target with social, programmatic, and other ads. You can track what they click on via your CRM and use that data to serve up relevant offers at the best possible opportunities for conversion.

Software for marketing orchestration

Sounds pretty cool, doesn’t it? The easiest way to implement a marketing orchestration practice is through marketing orchestration software. While there are many tools for coordinating your marketing and sales efforts, none of them inject Account Intelligence into the strategy as Demandbase does.

Demandbase’s Account-Based Orchestration helps you drive meaningful interactions across channels, departments, and complex audience segments in a personalized and meaningful way. Set up automated workflows, create audiences dynamically, automate multi-channel actions, and manage data all in one platform.