It's hard to believe how long I've been writing my blog, but I love that I often can refer to old posts once in a while. A decade ago, I wrote out new media consultants were actually very much like music conductors:
Conductors aren’t necessarily expert musicians with any one instrument; however, they fully understand how to leverage each instrument, get them all working together, and make some beautiful music. Too bad we didn’t call ourselves marketing conductors!
Fast forward today, and marketing orchestration is now a common term used to describe how marketers utilize different mediums and channels to build awareness and engagement with their target audience. The term is primarily used when discussing Account Based Marketing since the target is fully known and then a series of events are unfolded to nudge the prospect through the customer journey, leading them to conversion.
Here's how Engagio, an account-based marketing platform, defines marketing orchestration:
What is Marketing Orchestration?
Marketing orchestration is an approach to marketing that focuses not on delivering standalone campaigns, but instead on optimizing a set of related cross-channel interactions that, when added together, make up an individualized customer experience.
Deploying and optimizing an omni-channel marketing strategy isn't limited to new business, you can also push messages and ads for cross-sell and upsell opportunities, renewals, or provide a means for customers to become advocates. Engagio breaks down the standard plays into 5 categories:
Marketing Orchestration Plays
- Intent and Engagement Plays – a great way to make sure that you’re getting the most out of your intent and engagement data, hence the name. Use them when a potential buyer is in the research and discovery phase.
- Marketing Qualified Account (MQA) Plays – used when a prospective account has reached a point of enough activity or engagement that you'd like sales to engage with them.
- Shake the Tree Plays – when you’ve had a prospect talk to Sales, but then they’ve gone dark. Letting go of these prospects means letting go of potential deals, so it’s worth the effort to re-engage.
- Closed Won Plays – existing customers are ideal for targeted plays for increasing the average value of your customer. They may include renewals, cross-sell, upsell, and customer advocacy.
- Closed Lost Plays – when the deal falls through, these can help you to learn what you did wrong so that you don’t repeat the same mistakes in the future. They may also be used to win back an account from a competitor.
Orchestration is something that can be intimidating, but it doesn’t have to be – the approach is very powerful and important in marketing automation and account-based marketing (ABM).
This infographic from Engagio explains various aspects in an easy-to-follow and visual way. Are you open to posting this? Engagio would be happy to draft some content to accompany as well.
Marketing orchestration can be complex. Engagio has also come up with a guide that will show you how to leverage your existing teams and systems to make ABM easier and more effective. They’ve also included 18 orchestrated marketing plays that will show you not only how to orchestrate your marketing, but also how to use automations to make orchestration effortless.