A Guide to Orchestrations
Types of Orchestrations
The Benefits of Orchestrations and Workflows
AI-Driven Orchestrations are the Future
Table of Contents
In the world of B2B marketing and selling, orchestrations are automatic motions that are designed to optimize your revenue team’s performance by:
- Cleaning your data
- Enhancing existing information
- Syncing data across multiple systems
- Improving the effectiveness of your campaigns, and
- Injecting insights into all your activities
Simply put, an orchestration is a process that takes certain criteria selected by a user, and then uses that criteria to…
- Push data to a new location (such as a marketing engagement to your CRM)
- Acquire more information about a record (such as contact information for a likely buyer at a target account)
- Remove duplicate data (ensuring data hygiene), or
- Sync across platforms (such as keeping contact information accurate in your MAP and CRM)
These orchestrations can run daily, weekly, monthly, or on an ad hoc basis.
While the behind-the-scenes systems that conduct orchestrations can be complicated, creating and running orchestrations is simple for most users. Any organization that wants more control over their data and to make sure their information is as accurate as possible should leverage orchestrations.
Let’s dive into some of the types of orchestrations that exist (with examples), the benefits you’ll see from implementing them, and what the future of orchestrations looks like.
Types of Orchestrations
There are numerous types of orchestrations and workflows that exist within the sales and marketing world. Understanding the goals of the different types of orchestrations makes it easier to understand how they will affect your data and ultimately benefit your business.
Enrich Existing Records
The amount of information your team has about individual buyers and accounts will vary. For some of your records you might have a detailed profile of their firmographic, technographic, and engagement history with your brand. For others, you might only have their name, title, and email address.
This varying degree of completeness makes it difficult to create in-depth campaigns that rely on a full picture of your buyers.
Data enrichment orchestrations fill in the blanks for your missing data by purchasing the information from third-party sources. The fields that can be enriched include:
- Revenue range
- NAICS code
- And more
Example: You’ve noticed multiple inaccuracies throughout your CRM. Accounts are missing key data about their business, and contacts are missing titles or functions. A data enrichment orchestration will correct inaccuracies and fill in missing fields.
Acquire New Contacts
Similar to data enrichment orchestrations, acquiring new contacts is an excellent way to find missing buyers, or uncover opportunities you weren’t aware of.
Buying team sizes are growing — Gartner estimates there are 14 to 23 people on an average buying committee — and if you don’t have insights into as many of the members as possible, you may radically reduce your likelihood of closing the deal.
Creating an orchestration to regularly acquire new contacts ensures you don’t have buyers slipping through the cracks.
This type of orchestration enables you to consistently find new key contacts at your accounts that are in-market and showing intent.
Example: You’ve made inroads at a Fortune 500 account and your contacts there are showing signs of being receptive. Here’s the twist: You’ve engaged solely with members of the account’s marketing department. You know the buying team includes other stakeholders across different departments.
Your orchestration will search for those missing contacts and automatically add them to your existing campaigns.
Create New Accounts
Nearly 70% of the buying journey happens anonymously, and only 3% of your website visitors will fill out a self-identifying form. This means practically all of the buyers who are reading your website content — and most of the buyers researching information about your industry and competitors — are doing so without your knowledge.
Using an AI-powered sales and marketing platform can capture those intent signals and match them to buyers. Suddenly, you’re armed with information about entirely new accounts that aren’t in your MAP or CRM.
This orchestration will also move those new accounts from your AI revenue platform to your other systems.
Example: An account in an industry you don’t normally engage with has shown high engagement and intent. The business appears to be a good fit for your solution. This orchestration will push the account information into your CRM and MAP where it didn’t previously exist.
This orchestration matches CRM Leads to CRM Accounts, something that is not done natively in applications like Salesforce. With this process, you’ll more easily identify a single account that’s most appropriate to associate with a lead.
When this orchestration is executed, the lead will be matched to the correct account. It’ll also be enriched with information about the account, providing more insights into the lead.
Example: You have a lot of leads in Salesforce that aren’t matched to accounts, and Salesforce doesn’t offer the ability to connect them. Use an orchestration from 6sense to associate your leads with accounts.
Push Segments to MAP and CRM
AI-powered ABM platforms give you an unmatched ability to create dynamic segments based on real-time buyer behavior. These dynamic segments update continuously and make sure you’re targeting the right audience with the right message.
These powerful segments are incredibly useful and they can also be valuable when they’re pushed over to your MAP and CRM. Building drip campaigns or sales cadences is much more effective and easy with dynamic segments based on buyer behavior.
Example: You’ve built a dynamic segment that identifies buyers who have shown intent around your products in the last 45 days. Create an orchestration to send that segment to your MAP so you can create an always-on email campaign for that audience.
Add Audience to Campaign or Sales Engagement Platform
This orchestration enables sales and marketing team members to automatically add leads or contacts to campaigns in an MAP, CRM, or SEP based on a variety of conditions such as:
- Account fit
- Intent data
Having this in place makes it easy to add your leads or accounts to existing campaigns based on their real-time behavior.
An account is showing high intent to purchase based on numerous engagements and activities. This orchestration can automatically add executives from that account to a campaign inviting high-profile buyers to a private dinner at a conference.
Benefits of Orchestrations & Workflows
Better Alignment with the Buyer’s Journey
Because so much of the buying journey happens anonymously, many marketing campaigns and sales engagements are mistimed with where their buyers actually are in their journeys.
For instance, if a buyer doesn’t fill out a form until they’re two-thirds of the way through their process, but you enroll them in a “getting started” campaign because this is the first time you’ve become aware of them, then the messaging will be disjointed.
Orchestrations ensure that your sales and marketing motions are aligned with a buyer’s journey by factoring in their real-time activities and engagements when placing them in campaigns.
Now when a buyer is showing interest in your business, they will receive the right message at the right time.
Improved Campaign Engagement
Similar to improved alignment with the buyer’s journey, orchestrations also generate more engagement with your campaigns.
A buyer who is served a top-of-funnel ebook is unlikely to convert if they’ve already researched your offerings and are more interested in a deeper funnel offer (like a demo).
Orchestrations ensure that as your buyers engage with you more frequently and perform different actions, the experience they receive aligns with their expectations and knowledge level.
Some examples of the ways orchestrations improve your campaign engagement include:
- Advertising campaigns that deliver messaging aligned with the topics a buyer is interested in
- Email campaigns that deliver offers which will resonate with the buyer’s stage in their journey
- Sales outreach efforts that are better focused on the products and services a buyer is most interested in
When you leverage orchestrations to shape the audience of your campaigns, you’re more likely to see engagement.
Increased Alignment of Marketing and Sales
Marketing and sales are often pitted against one another in an attempt to claim attribution for leads, opportunities, pipeline influence, and revenue.
Orchestrations reduce this infighting by:
- Keeping your data accurate
- Improving outreach efforts
- Updating CRMs and MAPs with more information, and
- Making it easier to see how a deal was influenced over its lifetime
Cleaner and More Accurate Data
Inaccurate data can cost businesses up to 12% of their total revenue. That’s a scary number, but also represents an enormous opportunity. If you can maintain a healthy database, you can recoup a huge amount of money without needing to close a ton of new business.
Poor data hygiene has such a negative impact on the bottom line because it permeates all of your revenue-driving activities.
Orchestrations help regularly clean your data ensuring all of your marketing and sales technologies are accurate and up-to-date. Confidence in your data makes it easier to know your revenue-driving activities are built upon a solid foundation .
AI-Driven Orchestrations are the Future
Orchestrations are already a hugely beneficial tool that can deliver clean data, deeper insights, and more engaging campaigns for your business. But, the future is even brighter for these processes.
These days, the end user determines the orchestration logic. They select which accounts and contacts to focus on, the timing of the workflows, the criteria to filter for, and how often the process should run.
But, big strides are being made toward incorporating AI into orchestrations. This development will reduce the manual effort that currently goes into the decision-making process when creating orchestrations.
AI-driven orchestrations will examine account data to find matches for your campaigns. Artificial intelligence is adept at recognizing patterns … and discovering when an account is a good fit for your business.
Examples of AI-driven orchestrations include:
- Accelerating opportunities by identifying buying signals and automatically enrolling buyers in campaigns
- Uncovering customers that are good candidates for an upsell and putting them into campaigns related to those new offerings
- Finding opportunities to increase web engagement with display campaigns
AI is the future of sales and marketing technology. If you want to use orchestrations to the best of their abilities, use a platform that is investing in AI-driven orchestrations.
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