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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.

It’s for this reason that we frequently use the term demand orchestration.

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
  • Streamlining top-funnel demand marketing processes
  • Increasing targeting capabilities
  • Improving lead and data quality
  • 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.

Demand orchestration software does for top-funnel marketing processes what marketing automation software does for mid-funnel efforts.

What specifically does demand orchestration software do?

Demand orchestration software is marketing technology that automates and facilitates the key functions of demand orchestration by:

  • Centralizing top-funnel demand sources and automating multi-channel program management
  • Executing advanced targeting programs (e.g., integrating ABM and predictive modeling with top-funnel demand generation efforts)
  • Improving lead quality to support pipeline integrity, growth, conversion rates and ROI
  • Measuring and understanding program costs and performance of specific campaign elements – lead sources, assets, channels, etc. – to optimize programs

If these concepts interest you or, more importantly, you find yourself spending a large chunk of your week performing nonstrategic, manual tasks that prevent you from making real improvements to pipeline growth – check out: “A Guide to Demand Orchestration Software: Automating top-funnel processes to focus on revenue-driving strategies”