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What is Orchestration Marketing? – Context, Benefits, and More
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What is Orchestration Marketing? – Context, Benefits, and More

What is Orchestration Marketing?

Orchestration marketing is a practice that is generally implemented in account-based marketing strategies, as the impression is to focus on an already known potential customer.

With access to information about user preferences, needs, and behaviour patterns, it’s easier to reach you with the right message and take you further down the sales funnel.

However, in the world of Digital Marketing, this practice is not limited to launching personalized campaigns. Beyond that, it involves a series of interactions between channels.

Context of Orchestration Marketing

  • When viewed in a general context, this provides the consumer with a unique and personalized experience, paving the way to conversion. This series of interactions must plan, taking into account the characteristics of the Buyer Persona and the objectives of the company.
  • After all, you can orchestrate actions to change new customers, but you can also use them to carry out contract renewals and upsells.
  • Another relevant opinion in marketing orchestration is how you collect and use user data – critical to precisely defining your goal and providing the information you need to produce a responsive, agile, efficient and enjoyable user experience.
  • When placed in the context of data-driven marketing, orchestration can also refer to the database’s organisation.
  • All data must be centralized on a platform and sufficiently segmented to be used efficiently.
  • Also, the data must be available to all departments that need it. In this scenario, it is essential to have a team capable of sympathetic and analyzing the information.
  • It would help if you also delivered the necessary tools to enhance the data visualization process.

What are the Benefits of Using Orchestration Marketing?

orchestration marketing

The main benefit of using this plan is to improve the organization of your actions:

  1. After all, Orchestration Marketing encompasses previously defined activities, which interact with each other and contribute to achieving a positive result.
  2. Therefore, it is easier to develop and track different campaigns.
  3. Using multiple channels also allows you to collect user data more efficiently and abundantly.
  4. Imagine, for instance, that you are consecutively an email marketing campaign.
  5. In one of the messages, a link guides the person to your Instagram page. If the content is of quality, you can win another committed follower.
  6. Content manufacture, of course, must also be orchestrated. It is vital to use efficient tools to crop, schedule and publish materials on your different channels.
  7. The objective is to maintain the frequency of publication and preserve your blog and social networks‘ relevance.
  8. Therefore, you can plan the perfect moment to launch your actions and delight the buyer.
  9. All this synchrony between the departments in charge of collecting data, producing content for the different networks, making business contacts and taking care of consumer satisfaction ends in customer loyalty.
  10. That allows you to make loyal brand promoters. What does that mean? A powerful organic reach and a considerable increase in brand awareness.

How does Orchestration Marketing Work in Practice?

You already know the benefits of Orchestration Marketing, and you know that the term refers to a series of interactions that donate to the same end.

However, how does that happen in practice? A strategy with this method works in a system of “plays”, in which each one represents a series of actions aimed at attaining a business objective.

When orchestrating the plays, you can leader yourself according to 5 categories:

  • Intention and commitment;
  • MQA;
  • Shake the tree;
  • Close play;
  • Lost gameplay.

It is essential to highlight that all plays can involve both mechanical and manual elements. Next, we’ll talk about how each of the above categories works.

1. Play of Intention and Commitment

  • When someone interacts with your content, it shows the intention to establish some relationship with your brand.
  • Then, it is up to you to orchestrate the necessary process to transform this commitment into conversion.
  • From a multi-channel orchestrated work, you can influence the lead’s decision and direct it to the funnel’s next stage.
  • Below, take a look at an image taken from an Engagio infographic, offers an example of a game of intention and participation.

2. MQA Play

  • MQAs, or Marketing Qualified Prospects, are ready to be sent to the sales team.
  • These potential clients show great interest in closing a deal. Therefore, they are treasured and must treat with care.
  • An MQA play orchestrates a series of actions taken to keep prospects engaged, even before the sales team reaches out to them.
  • In this way, you show concern for the experience and increase the chances of conversion.

3. Shake the Tree Play

  • Have any of your potential customers been approached by your sales team and haven’t bought your answer? You must release them!
  • You can do this by adding the lead to a mailing list to recover lost opportunities, for example.
  • Of course, not all the people complicated in such action will come back and align with your brand, but you will undoubtedly be able to harvest at least some fruits if you shake the tree.

4. Close Play

  • Winning over a customer is not the end goal of an Orchestration Marketing strategy. It would help if you committed to make them loyal customers and, who knows, brand promoters.
  • Therefore, even when closing a deal, you can organize a close play. The idea is to offer even more value to the consumer, making their experience more complete and memorable.

5. Lost Game Play

  • Finally, we have the losing game, which involves remarketing for potential customers who, after serious consideration, decided not to close the deal.
  • After respecting a period of no interaction, the idea is to continue nurturing them with relevant content and ads.
  • Therefore, if something changes in the consumer’s situation and decides that they need a product or facility like yours, your brand will be on their minds.
  • With Orchestration Marketing, you can offer complete and personalized experiences to your customers. In this way, in addition to generating greater reach and precision in your campaigns, you will build a loyal and engaged audience.
  • Did you find this reading useful and relevant? If you want to complement the information you already have in your hands, don’t miss our post ” How to create a well-structured and solid Marketing plan for your company “!


The Marketing, mostly Digital, is a field increasingly dynamic activity involving multiple channels and various consumer interaction forms. An example of this Orchestrate Marketing.

In a continually changing scenario, new trends, social networks and demands emerge daily. It varies and impacts the different departments of a company since they must work aligned and organized.

It is like an orchestra. Although each musician plays an instrument with a different sound, the result must be harmonious.

The conductor, gesturing and signalling in front of the musicians, organizes the team and produces a result delights the audience. The idea behind Orchestrated Marketing goes something like this.

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