Marketing orchestration is a marketing term for the synchronization of data from multiple sources (internally and externally) then using that unified intelligence to power more relevant and personalized experiences in real-time across all departments (especially marketing, sales, and customer service)
Marketing orchestration is the coordination of data from multiple platforms, with the end goal of creating a more connected customer experience. Marketing orchestration makes your existing marketing tools more powerful by connecting them directly to your customer data.
Orchestration makes all of your tools (including marketing, sales, and customer success) more effective:
Marketing. Escape Campervans future-proofs their marketing with personalized customer messaging based on how many quotes, trips and reservations the customer has.
Sales. Outside of the growing season, Floret Flowers merges real-time Shopify data to send indirect sales emails specific to seed, bulb, and flowers a customer has purchased.
Customer success. Current Koia customers that interact with a referral program can be given additional resources to gamify brand advocacy.
Well-orchestrated, the number of tools you are using in your business becomes a competitive advantage instead of a burden.
What are the Parts Marketing Orchestration Coordinating?
The role of conductor is to create compelling music by coordinating (and bringing out the best in) over 100 musicians.
In your business, you use a dozen different marketing tools (instruments) to manage different parts of your customer experience. Tools like: