There are numerous types of orchestrations and workflows that exist within the sales and marketing world. Understanding the goals of the different types of orchestrations makes it easier to understand how they will affect your data and ultimately benefit your business.
Enrich Existing Records
The amount of information your team has about accounts will vary. For some of your records you might have a detailed profile of their firmographic, technographic, and engagement history with your brand. For others, you might have only limited information.
This varying degree of completeness makes it difficult to create in-depth campaigns that rely on a full picture of your buyers.
Data enrichment orchestrations fill in the blanks for your missing data by purchasing the information from third-party sources. The fields that can be enriched include:
- Address
- Title
- Revenue range
- Industry
- NAICS code
- And more
Example: You’ve noticed multiple inaccuracies throughout your CRM. Accounts are missing key data about their business, and contacts are missing titles or functions. A data enrichment orchestration will correct inaccuracies and fill in missing fields.
Acquire New Contacts
Similar to data enrichment orchestrations, acquiring new contacts is an excellent way to find missing buyers, or uncover opportunities you weren’t aware of.
Buying team sizes are growing — Gartner estimates there are 14 to 23 people on an average buying committee — and if you don’t have insights into as many of the members as possible, you may radically reduce your likelihood of closing the deal.
Creating an orchestration to regularly acquire new contacts ensures you don’t have buyers slipping through the cracks.
This type of orchestration enables you to consistently find new key contacts at your accounts that are in-market and showing intent.
Example: You’ve made inroads at a Fortune 500 account and your contacts there are showing signs of being receptive. Here’s the twist: You’ve engaged solely with members of the account’s marketing department. You know the buying team includes other stakeholders across different departments.
Your orchestration will search for those missing contacts and automatically add them to your existing campaigns.
Create New Accounts
Nearly 70% of the buying journey happens anonymously, and only 3% of your website visitors will fill out a self-identifying form. This means practically all of the buyers who are reading your website content — and most of the buyers researching information about your industry and competitors — are doing so without your knowledge.
Using an AI-powered sales and marketing platform can capture those intent signals and match them to accounts. Suddenly, you’re armed with information about entirely new accounts that aren’t in your MAP or CRM.
This orchestration will also move those new accounts from your AI revenue platform to your other systems.
Example: An account in an industry you don’t normally engage with has shown high engagement and intent. The business appears to be a good fit for your solution. This orchestration will push the account information into your CRM and MAP where it didn’t previously exist.
Lead-to-Account Matching
This orchestration matches CRM Leads to CRM Accounts, something that is not done natively in applications like Salesforce. With this process, you’ll more easily identify a single account that’s most appropriate to associate with a lead.
When this orchestration is executed, the lead will be matched to the correct account. It’ll also be enriched with information about the account, providing more insights into the lead.
Example: You have a lot of leads in Salesforce that aren’t matched to accounts, and Salesforce doesn’t offer the ability to connect them. Use an orchestration from 6sense to associate your leads with accounts.
Push Segments to MAP and CRM
AI-powered ABM platforms give you an unmatched ability to create dynamic segments based on real-time account behavior. These dynamic segments update continuously and make sure you’re targeting the right audience with the right message.
These powerful segments are incredibly useful and they can also be valuable when they’re pushed over to your MAP and CRM. Building drip campaigns or sales cadences is much more effective and easy with dynamic segments based on buyer behavior.
Example: You’ve built a dynamic segment that identifies buyers who have shown intent around your products in the last 45 days. Create an orchestration to send that segment to your MAP so you can create an always-on email campaign for that audience.
Add Audience to Campaign or Sales Engagement Platform
This orchestration enables sales and marketing team members to automatically add leads or contacts to campaigns in an MAP, CRM, or SEP based on a variety of conditions such as:
- Account fit
- Engagements
- Technographics
- Intent data
Having this in place makes it easy to add your leads or accounts to existing campaigns based on their real-time behavior.
Example:
An account is showing high intent to purchase based on numerous engagements and activities. This orchestration can automatically add executives from that account to a campaign inviting high-profile buyers to a private dinner at a conference.
