As regular readers have likely noticed, the Integrate Blog primarily explores the ways in which B2B demand marketing is evolving – and becoming quite complicated in the process.
A proliferation of data sources, customer engagement channels, targeting strategies and marketing technologies are continuously developed to support marketing success, but often bog down demand generation and marketing operations practitioners as much as they help.
Here’s a quick intro (or refresher) to the concepts of demand orchestration and how demand orchestration software automates top-of-funnel marketing processes for demand generation practitioners.
What is demand orchestration?
Demand orchestration is a B2B marketing approach used to efficiently coordinate top-of-funnel B2B marketing activities in order to effectively scale pipeline, create more customers and increase marketing-attributed revenue. The core focuses of demand orchestration include:
Unifying data sources and coordinating marketing channels
Integrating top-funnel prospect and program performance data with lower-funnel marketing and sales systems.
Most aspects of demand orchestration can be done manually, but it's far more effective to automate these efforts with marketing tech.
Think of it this way: you could manually nurture prospects through the funnel stages with timely emails featuring relevant content, but it’s much more effective to invest in a marketing automation platform to perform these processes programmatically.