How Orchestration Lets You Scale B2B Sales and Marketing

February 12, 2020 mara McLean


It was September 30, 1791 in Vienna, Austria. Wolfgang Amadeus Mozart stood onstage, his back towards the silent crowd. He raised his hands high in the air – paused for a moment – then in one swift motion, commanded the orchestra to life. This was the premiere of Mozart’s Die Zauberflöte (The Magic Flute), which would go on to become one of his most admired and critically acclaimed operas.

Orchestration is the art of directing a performance. It’s powerful. It’s seductive.

Though Mozart certainly wasn’t the first to conduct his orchestra, he embraced the idea, and with it helped usher in this new way of performing music. His musical masterpieces, along with his way of performing them, cemented his place in history as one of the greatest and most respected classical composers of all time.

Fast forward 3 centuries then change professions, and here we are again on the precipice of greatness. We are staring in the face of the next generation of how B2B teams go to market.

This is the future.

This is how you win.

This is orchestration.

Balancing Automation and Personalization

The previous generation of marketing technology was driven by automation. Marketing owned the top of the funnel, using marketing automation tools to send more emails, capture more MQLs, and convert more to SQLs.

In today’s world of modern B2B marketing, we’re driven by personalized and relevant interactions. Our expectations are shaped by our consumer experiences with brands. Look no further than your Netflix recommendations, Instagram ads, and Amazon endorsements. The experience must be seamless and tailored to your personal preferences.

But how do you do that in B2B? And how do you scale it?

The answer is orchestration.

Orchestration is the ongoing coordination of activities across the entire revenue team throughout the entire customer journey. This empowers revenue teams to design and automate high-impact account-based plays across channels such as advertising, sales engagement, marketing automation, direct mail, and CRM.

How Today’s Modern Marketers Become Successful

Everyone knows they must “align with sales.” But what does that actually mean?
The fact is the way you work with sellers is the most important factor in your success. Your role is becoming less about pushing campaigns to leads. Your role is about creating meaningful interactions for different members of an account. And this is something that can’t be done without Sales and SDRs.

According to TOPO’s 2019 Account-Based Benchmark report, the #1 indicator of account-based success is the coordination between marketing and sales. Other research from TOPO’s report shows that organizations currently running marketing and SDR orchestrated plays see a 30-50% lift in ‘meetings set’ with target accounts. Some organizations are even reporting a 100% increase!

This is why orchestration is how you win the biggest deals. Done right, orchestration ensures all the moving parts work together to harmonize account-based efforts for the perfect performance. By bringing together all of your resources to deliver a great experience at every step of the customer journey results in increased sales, deal sizes, retention, and customer loyalty.

Orchestration and the Next Generation of Automation

Of course, orchestration can be complex. But that doesn’t mean it should be hard, and it certainly doesn’t mean you shouldn’t do it. Then again, you’ve made it this far, so I wouldn’t expect you to back down now.

To help get you on the fast track to orchestration success, we’ve put together a guide that shows you how to leverage your existing teams and systems to make ABM easier and more effective. We’ve also included 18 plays that will show you not only how to orchestrate your activities and campaigns, but also how to use automations to make orchestration effortless.

This is your blueprint for executing a world-class account-based strategy.

“Successful multi-channel orchestration requires coordinated, cross-discipline planning and execution against a clearly-defined objective.”


Before taking some time to dive into this new guide, Orchestration and the Next Generation of Automation, you may have a few questions. I’ve addressed them below, which will also serve as a teaser of what’s to come.

Why Orchestration?

In short, Orchestration is the easiest way to execute your ABM strategy.
Here’s an analogy – in a symphony, the job of an orchestra conductor isn’t to play every instrument. The conductor is there to make sure every performer works in harmony.

Business is no different. Account-Based Marketing is a team sport, and to be successful, teams need to operate together with collaboration and communication. But someone needs to make sure everyone works in a coordinated fashion, and Marketing is best suited to take the role of the conductor.

Orchestration creates a plan by which ABM becomes an operational reality. All customer-facing teams work in harmony to ensure a buyer’s experience is positive, consistent, and in context with the rest of the account.

  • 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.

“After defining the Ideal Customer Profile (ICP) and selecting accounts to pursue, organizations should develop an orchestration plan that defines both the:

  1. internal resources responsible for completing specific actions, and
    when those actions should be taken against a campaign or account.
  2. The plan gives everyone a guide for executing the complex, multi-channel, cross-discipline interactions that occur with an account based strategy.”


Read more about the value of orchestration in our guide.

What’s the difference between Orchestration and Demand Generation?

Unlike traditional Demand Generation, with Orchestration:

  1. A human being is brought in at the right time, when it matters most.
  2. 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 the previous generation of automation tools to send emails to many leads, Orchestration leverages Account-Based Marketing to balance 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.

Humans must be responsible for customizing, reviewing and approving every message that touches key accounts. Orchestration leverages technology to do things like remind us when to send an email or automatically match leads to accounts, but it still relies on humans to do what they do best – build relationships.

You can’t automate relationships.

Marketing Automation Platforms, for all their benefits, are simply not designed to operationalize an account-based strategy, or expand engagement at key accounts, especially when more than a quarter of all B2B sales cycles take seven months or more to close.

Marketing automation platforms are:

  • Lead-based: These systems were built to manage leads. This works for transactional deals with one decision-maker and straightforward buying cycle, but gets messy with deals that involve many people with diverse goals and interests.
  • Impersonal: They can’t deliver a nuanced human touch or create personal engagement. It’s a key reason why Sales often tells marketing to stop touching their opportunities; an automated process is simply too blunt for important accounts and people.

In contrast, Orchestration is tailor-made for B2B revenue teams going after larger deals, where the deal cycle is complex, and where closing business requires building a relationship with key members of target accounts. This is a job that Marketing Automation just isn’t designed to do.

Who plays a role in Orchestration?

The ABM team is different than your demand gen team. Though the titles may not be new, the roles they play, their responsibilities and the timing of their activities will change. Here are the key professionals for your Marketing Orchestration team:

  • Growth-oriented Marketing Executives provide the vision and steps in with key roles at critical times.
  • Marketing Operations sets the account-based foundation, oversees the account-based systems, and reports on the impact of ABM efforts.
  • Demand Generation and Field Marketing act as the quarterback calling and running the plays for the ABM team.
  • Customer Marketing Teams deliver on the promises and ensure the best experience for the customer.

We dive into much more detail in the new ebook, Orchestration and the Next Generation of Automation.

What are some Marketing Orchestration Plays that work?

In orchestration, a play is a series of steps that orchestrates interactions across departments and channels to achieve a business purpose for one or more buying centers at target accounts.

Plays are a great way to effectively ensure that everyone in the company consistently follows best practices throughout their account work.

Engagio’s new guide offers 18 real examples of high-impact plays (yes 18!) including:

  • Intent Plays to capture interest and drive awareness of accounts early in the buying cycle.
    • Getting to MQA Play
    • Retargeting to Reach MQA Play
    • Nurture Sequence Deep-Dive Play
  • Marketing Qualified Account (MQA) Plays to nurture and engage the right people at the right accounts.
    • MQA for Consistent Experience
    • MQA for Follow-Up
    • MQA Direct Mail
    • MQA Landing Page
  • Shake the Tree Plays to get conversations going again at accounts that have gone dark.
    • Took a Meeting but Went Dark
    • Prospect Shows Intent
    • Ad Campaign
  • Closed Won Plays to get the most out of your current customer base.
    • X-Sell with Ads
    • Welcome Package
    • Customer Advocacy Program
    • At-Risk Renewals
  • Closed Lost Plays to make lemonade out of lemons when you lose a deal, but there’s still information (and possibly a customer!) to be gained.
    • Closed Lost Analysis
    • Closed Lost Ad Audience
    • Closed Lost Intent Surge
    • Closed Lost Direct Mail

At Engagio, we have always believed that ABM is the single most significant opportunity facing every B2B organization. As more companies join the ABM movement, they’re realizing that Marketing must not only automate – it must orchestrate.

The NEW guide Orchestration and the Next Generation of Automation is packed with actionable advice, helpful perspectives, and practical guidance to realize the value of account-based strategies.

The best part? It’s available right now.

The post How Orchestration Lets You Scale B2B Sales and Marketing appeared first on Engagio.

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