“Effective account-based programs are not siloed in a particular organization. There’s an organization-wide commitment to mobilize efforts against a key set of target accounts.”
Chief Analyst, TOPO
The seminal question is, how do you land and expand high-value accounts at scale, and do it in a coordinated, measurable way with Sales?
The Answer is Marketing Orchestration
Marketing Orchestration is a proactive and coordinated series of personalized interactions, some automated and some human, that span the entire customer journey. All customer-facing teams participate in activities to drive the right business outcomes at key accounts.
Those outcomes could be:
- New Business
- Customer Renewal
- Customer Advocacy
Leading B2B marketing and sales advisory firm, TOPO, found that orchestration is key to a successful account based strategy. They define orchestration as:
“The sequenced coordination of different activities, programs and campaigns across marketing, sales development, sales and customer success to drive engagement with multiple stakeholders in target accounts.” 1
1 Marketing and Sales Development Orchestration, January 2017, TOPO
Marketing Orchestration helps marketers coordinate and integrate personalized marketing across touchpoints and time, according to Forrester.
“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.” 2
2 Forrester Consulting, The Rise Of Marketing Orchestration, October 2013
With Marketing Orchestration:
- Everyone has account visibility, whether Marketing, Sales, or Customer Success.
- Teams work together to create the best experience for the buyer.
- There is one source of truth for account activity, campaigns, and results.
Done right, Marketing Orchestration ensures all the moving parts in an ABM play work together to synchronize outreach to a target account.
A Blueprint for Account-Based Execution
Marketing Orchestration creates a plan by which Account Based Everything becomes an operational reality.
After defining the Ideal Customer Profile (ICP) and selecting accounts to pursue, organizations should develop an orchestration plan that defines both the:
- Internal resources responsible for completing specific actions, and when those actions should be taken against a campaign or account.
- The plan gives everyone a guide for executing the complex, multi-channel, cross-discipline interactions that occur with an account based strategy.
This planning process (known as the Orchestration Brief) typically includes:
- The objective – The desired action we want the audience to take (e.g. schedule a discovery call, or register to attend an event).
- The audience – Targeted accounts and/or individuals from whom the organization seeks a desired action or response.
- The offers – Offers that support outreach.
- The value proposition – Benefits surrounding each offer.
- Audience insight – Relevant audience priorities and mindset related to the offer and value proposition.
- Resources – Specific resources involved, including personnel, available budget, and existing activities which stakeholders can leverage.
- Available channels – Specific channels available for the program.
- Expected outcomes – Specific, expected metrics. 3
3 Marketing and Sales Development Orchestration, January 2017, TOPO
A Shift From How Marketing Traditionally Operates
“Most companies are stuck in an old campaign mindset. Often, messaging, execution, and delivery strategies are fragmented across touchpoints and out of context to the consumer.”
– Forrester Consulting, The Rise of Marketing Orchestration
Selling into large organizations is a complex process, but the current demand-generation model most revenue teams rely on simply doesn’t work. It’s too disconnected, with point-in-time handoffs. For example, when Marketing generates a Marketing Qualified Lead, or a Marketing Qualified Account, they pass it over to Sales, and move on to the next initiative.
Marketing only gets involved again when:
- They realize Sales hasn’t followed up with the lead or account.
- An executive receives a poorly written email from a Sales Development Rep.
- They realize a field marketing dinner event won’t be successful.
“It is easier to work in silos. You just don’t make as much money.”
It doesn’t need to be this way. With Marketing Orchestration, all customer-facing teams work in lock-step to ensure a buyer’s experience is positive, consistent, and in context with the rest of the account.
“Successful multi-channel orchestration requires coordinated, cross-discipline planning and execution against a clearly-defined objective.”
– Marketing and Sales Development Orchestration, January 2017, TOPO
Let’s Compare to Traditional Demand Generation
“Marketing Orchestration is to Account Based Marketing, as Marketing Automation is to Demand Generation.”
– Jon Miller, CEO and Co-Founder, Engagio
Unlike traditional Demand Generation, with Marketing Orchestration:
- A human being is brought in at the right time, when it matters most.
- Sales can review and approve every message that touches their accounts, so they maintain control when they want it.
While traditional Demand Generation relies on Marketing Automation to send emails to many leads, Marketing Orchestration leverages Account Based Marketing to focus highly personalized human touches on the MOST important people and accounts. These are the key organizations your business cares about most, and they should be treated that way.
What’s more, broad-based Demand Generation wastes marketing resources on leads that do not fit your Ideal Customer Profile (ICP), including:
- Those with a lower ASP
- Those with less likelihood to actually close
- Those with poor renewal potential
All of which results in poor return on your already limited marketing dollars.
Start with Orchestrated Sales Development Campaigns
TOPO found the fastest path to driving strong results from orchestrated campaigns is to start with marketing-sales development orchestration. Once early success is established, teams can proceed to full scale orchestration and layer sales into campaigns, followed by customer success, and beyond.
- Partner with account-based SDRs who work exclusively on assigned target accounts.
- Focus on pipeline metrics and qualified meetings over MQLs.
- Design multi-touch, multi-channel coordinated campaigns around common themes.
Their research shows organizations currently executing marketing-SDR orchestrated campaigns typically realize a 30-50% lift in ‘meetings set’ at target accounts, with some organizations reporting a 100% increase. 4
4 Marketing and Sales Development Orchestration, January 2017, TOPO