Building a World-Class ABM Program with Marketing Orchestration

At Engagio, we’re always testing new tools, tactics, and strategies for helping marketers be more effective and deliver a great customer experience. We’ve learned some valuable things along the way, from creating a strong culture to building a great product to executing world-class Account Based Marketing.

In the next two posts, we want to share the latter – we want to give you some insights we’ve learned while doing ABM.

And with our new insights, we’ve reimagined how we describe what we do. Watch at this 1:54 minute video:

Before diving into the specifics (coming in post #2), I want to start off by sharing one of our biggest learnings:

In order to execute ABM well, you need Marketing Orchestration.

Marketing automation is great for traditional demand gen and inbound tactics. But if you to win large B2B deals with complex cycles, you need a more targeted, strategic, and proactive approach – this is Account Based Marketing.

To execute ABM, you need Marketing Orchestration. Marketing Orchestration is about seeing accounts as a whole rather than individual leads. It’s about coordinating interactions across Marketing, Sales, and Customer Success for every stage of the customer experience. It’s about measuring results with an account-centric lens.

Here’s the analogy: Marketing Automation is to demand generation as Marketing Orchestration is to ABM.

Marketing Orchestration is tailor-made for B2B marketers. It’s ideal for opportunities with more gravitas, where closing business is just downright hard, and where you have fewer “at bats” which means you better make sure every single one counts. This is a job that marketing automation just isn’t designed to do.

We’re not the only ones talking about “orchestration” but we are certainly pushing the envelope and developing new ways to execute ABM and drive engagement.

In the next post, we’re going to dive deeper on the 5 specific ways we’re leveraging Marketing Orchestration to scale ABM and win more deals.

Stay tuned!

UPDATE5 Keys to Leveraging Marketing Orchestration to Drive ABM Success is now live.

Brandon Redlinger
Brandon Redlinger
Brandon Redlinger is the Head of Growth at Engagio, the Account-Based Marketing and Sales platform that enables teams to measure account engagement and orchestrate human connections at scale. He is passionate about the intersection between tech and psychology, especially as it applies to growing businesses. You can follow him on twitter @brandon_lee_09 or connect with him on LinkedIn.

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