Get Smarter With Demandbase Orchestration

Learn how marketing and sales orchestration helps revenue teams stop spamming prospects.

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What is marketing and sales orchestration?

Orchestration is the coordination of activities, programs, and campaigns across the entire revenue team. It empowers teams to leverage different tactics such as advertising, sales engagement, marketing automation, and direct mail in a synchronized way across the buyer journey.

With account-based experience (ABX) and the Engagement Platform’s feature Demandbase Orchestration, marketing and sales departments operate as an aligned team. So you get improved communication, streamlined activation, and integrated B2B orchestration.

But what’s the ROI?

Glad you asked. With Demandbase Orchestration, marketing and sales teams share one single source of truth for account objectives, activities, and results. This unified effort solves key challenges in B2B and yields better results. Check out the deets in the carousel below.

Improve channel performance

Because with Demandbase Orchestration, you are using Account Intelligence as the single source of truth across your activations, you get a clear picture of channel performance and insights to optimize your return on investment.

Make customers happier

A unified effort across teams results in more proactive outreach and faster response times to problems, leading to more successful client partnerships.

Get more qualified leads

Organizations that execute marketing and SDR orchestrated campaigns typically realize a 30-50% lift in meetings set at target accounts, with some organizations reporting a 100% increase.

Reduce waste

Marketers can nurture deals in a personalized, relevant, and contextual way, so that fewer deals waste away in limbo between the opportunity stage and close.

Reengage stalled opportunities

With the non-linear journey of the B2B buyer, an account that has stopped engaging is not lost. With orchestrations, you can reengage at the magical moment when the are receptive for more outreach.

Nurture accounts where they are

With if-then orchestrated motions, you can make sure your contacts and accounts experience the same flow of information, regardless of what platform they are on.

Ready to take on orchestration? Here’s your Get Smarter playlist.

Dig in to some of our favorite content on orchestration.

By the time you get through this playlist, you’ll have a clear understanding of how Demandbase Orchestration helps modern B2B teams use their data to reach buyers with personalized, relevant messaging at scale.

Ever wonder how we got here? (to orchestration, that is) 🤔

Blog post (5-minute kick back)

From carving rocks along busy roads to using AI to orchestrate workflows, B2B marketing has come a long way.

Go back in time to learn how marketing has evolved over the centuries. And decide for yourself how much marketing actually has changed … and what’s in store.

Read the article

The Evolution of B2B Selling Feature Image

Introducing Demandbase Orchestration Destinations

Video (1-minute chill)

CMO of Demandbase, Jon Miller, introduces Orchestration Destinations— one of the biggest product releases Demandbase has ever had — and he shares why it’s so important for B2B marketing and sales teams.

Watch the video

The anatomy of an orchestrated play

Blog Post (3-minute read)

A play is a series of interactions (both human and automated) synchronized across departments and channels.

Learn about the three key components that work together to drive success (the segment, the actions, and the trigger) and how to execute them in Demandbase.

Read the post

Feature Image for Orchestration Play Metaphor Blog

If you love a good visual cue, here’s a tree of plays to climb.

Infographic (3-minute climb)

Now that you know what a play is, here are a few of our favorites for you to try out.

There’s one play for each milestone in the buyer journey.

Check out the infographic

Create a campaign that integrates B2B orchestration

Checklist

A well-executed account-based campaign requires a strategic and replicable approach.

In addition to understanding your goals, channels, and team members, you need to segment your target audiences and prioritize them. Only then can you apply B2B orchestration effectively. Use this checklist to build a strategic campaign and weave in orchestrated activities.

Plan your campaign

account-based sales campaign orchestration worksheet b2b

Take a deeper dive

eBook (20-minute read)

Hear what beloved marketing and CX keynote speaker and bestselling author Jay Baer has to say about our eBook The B2B Marketing & Sales Orchestration Playbook.

Then, dig in! We share some best practices and how marketing teams can quickly set up Audiences and Automations using Demandbase Orchestration to improve sales performance.

Read the eBook

Nice job, Smarty Pants.

Getting smarter with orchestration doesn’t happen overnight. And sometimes, you need to see it to believe it. But don’t worry, we can help you!

If you aren’t a customer yet, get in touch with us, and we will give you a demo on how Demandbase Orchestration works.

Contact Us

Already a Demandbase customer? You’ve got more.

Lucky you. You already have access to three free Orchestration audiences with your Demandbase Engagement Platform subscription.

Go to the Demandbase Academy and check out the Orchestration resources, where you can take a course to get you up and running.

Go to Demandbase Academy