As B2B marketers, we’re always looking for new and innovative ways to up our demand gen game. In episode 10 of “Ask an ABM Expert,” Triblio’s Chief Customer Officer, Andrew Mahr suggests that orchestration can help scale growth for marketing and sales teams, unifying demand gen and sales campaigns to deliver consistent buyer experiences. Keep reading to learn what we mean by orchestration and how to do it right—or just sit back and watch Andrew’s talk “What are the essentials to orchestrating ABM at scale?”
First, let’s define orchestration…
Orchestrating ABM really allows you to reach and engage your total addressable marketing (TAM) with unified messaging—not just your top ten accounts but tens of thousands of target accounts. Some of our customers have set up orchestration to reach millions of prospective accounts with the right message at the right time.
Now that we’re all sold on the potential of orchestration, let’s address how to implement it.
1. Pre-defined Sales Plays
Having predefined plays that your sales reps can have in their back pocket to run on the ready is key to orchestrating ABM at scale. What should these plays be based on? Well, keep in mind that different sales plays apply to different scenarios. If a different angle will increase the chances of getting your foot in the door, then there’s a reason to prepare a different sales play.
Our research shows that 45% of prospects visit a vendor’s website 90 or more days prior to talking to sales. Most have been there 60 days or more. That means that by the time buyers are having sales conversations, they have most likely already interacted with marketing content. While you can’t know all their thoughts about your product, a good way to build sales plays is based on the marketing messages they’ve been most engaged with.
2. AI-based Triggers
Once you’ve got your sales plays ready, the next things to figure out are your sales triggers. In the B2B world, automated, AI-based triggers are essential to scaling the reach of your marketing and sales campaigns. That’s because B2B deals are complex. They don’t just involve the needs and wants of an individual buyer. Each purchase decision involves numerous stakeholders, from budget holders to end-users. As a seller, following the stats of individual players is not enough. You’ve got to understand the team as a whole.
The only feasible way to run all the calculations in real-time is by using machine learning and AI. The types of data that an AI-based system can aggregate and process include:
- Firmographics – firmographics look at everything from geography to company size, industry, and other account characteristics. If you’ve gone through an ideal customer profile (ICP) exercise, you’ll have a pretty good idea of what it looks like to have firmographic fit.
- Third-party purchase intent – on the account level, what topics in your category are they most interested in?
- First-party visitor engagement – this includes both known (those who have been cookied into your marketing automation system) and unknown visitors. Your key decision-maker may not have engaged with your website, but if their teammates have, they’re probably in a buying cycle, and you definitely have a shot at breaking into that account.
- Other engagement – social interactions, webinars hosted on other platforms, event attendance, etc
In a rules-based system, you could assign your own firmographic and behavioral triggers weighted at different levels of importance. But the more information you’re trying to feed into this system of rules, the more difficult it gets to keep track. AI-based orchestration tools allow you to ingest all different types of account data, select the right marketing campaigns depending on a holistic account profile, and prioritize outreach for your BDRs and AEs.
3. Established Business Rules
Lastly, successful orchestration must take into account the rules that govern your business. This includes rules such as:
- Territory Management – which sales reps can reach out to which accounts?
- Capacity – how many accounts does each rep have assigned to them to reach out to given a certain play and the territory that they’re assigned to?
- Re-engagement – how frequently or when an account can be reached out to after it was already part of a campaign previously?
- Marketing assets and budget – how much air cover should marketing allocate to different account segments?
The ability to write in these rules alongside your AI-based triggers is key to making orchestration operational. Orchestration isn’t just an alert that says, ‘okay, this target account is ready for outreach.’ The goal is to actually press play and launch different advertising campaigns and sales plays to different account segments.
While this blog covers most of the same information as Season 1 Episode 10 of “Ask an ABM Expert,” I’d encourage you to check out the video too. Our Chief Customer Officer, Andrew Mahr, has a way of explaining things that just feels smart. Plus, we caught some bloopers.
Also, this blog only presents a theoretical discussion of orchestration. To truly understand the potential for orchestration at your company, you’ll need to think through each of these three elements within your business context. In the exercise, you’ll probably discover other factors to take into consideration too because each business case is unique. That’s what our ABM experts do best. If you want an outside opinion on how you could run orchestration and are interested in learning more about the technology side of things, we’d be happy to talk.