{"id":4119,"date":"2022-01-19T04:45:35","date_gmt":"2022-01-19T04:45:35","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/19\/boost-customer-experience-with-marketing-orchestration\/"},"modified":"2022-01-19T04:45:35","modified_gmt":"2022-01-19T04:45:35","slug":"boost-customer-experience-with-marketing-orchestration","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/19\/boost-customer-experience-with-marketing-orchestration\/","title":{"rendered":"Boost Customer Experience with Marketing Orchestration"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div>\n<p><a href=\"https:\/\/welcomesoftware.com\/insights\/what-is-marketing-orchestration-modern-marketing\/#:~:text=Marketing%20orchestration%20is%20a%20holistic,save%20valuable%20budget%20and%20resources.&amp;text=Marketing%20orchestration%20is%20a%20transformative,channels%2C%20workflows%2C%20and%20data.\">Marketing orchestration<\/a> is the process of bringing harmony between the many fronts of your marketing strategy.<\/p>\n<p>Every once in a while, you should consider stepping back and looking at the magnitude of the engine you\u2019ve created. For perspective, you can look at:<\/p>\n<ul>\n<li>Dozens of tools that make up your martech stack<\/li>\n<li>The army of ideators, content creators, and editors<\/li>\n<li>Number of cross-functional teams all working together<\/li>\n<li>Heaps upon heaps of customer and target audience data sets<\/li>\n<\/ul>\n<p>It\u2019s a miracle that modern marketing teams run smoothly. However, there is a method to the madness. It\u2019s called marketing orchestration.<\/p>\n<p>Then pause and picture a set of new graduates right off Fort Bragg.\u00a0<\/p>\n<p>Notice the beauty of their equally paced strides and the resultant black boots in lockstep.\u00a0<\/p>\n<p>Appreciate their flawless waves of motion and synchrony of thought.<\/p>\n<p>\u00a0All this happening with harmonious symphonies of the band in the background.<\/p>\n<p>Isn\u2019t it beautiful?<\/p>\n<p>This is the promise of marketing orchestration, and as this blog will show, it does wonders for your customer experience.<\/p>\n<h2><strong>Just How Much Have Your Customers Changed Since 2010<\/strong><\/h2>\n<p>What could possibly change in ten years? In the case of this past decade, well, everything.<\/p>\n<p>You\u2019d be surprised.\u00a0<\/p>\n<p>The tastes, preferences, and tolerance of your customers look nothing like they did a decade ago.<\/p>\n<p>What your consumers considered a positive experience back then is probably mediocre right now. And you can see these changes in how:<\/p>\n<h3><strong>1. Your Current Customers Expect Personalization<\/strong><\/h3>\n<p>Your customers nowadays don\u2019t value personalization. If anything, they\u2019re past that. Personalization is something they expect.\u00a0<\/p>\n<p><a href=\"https:\/\/www.forbes.com\/sites\/blakemorgan\/2020\/02\/18\/50-stats-showing-the-power-of-personalization\/\">71%<\/a> of customers feel frustrated if a shopping experience isn\u2019t personalized.\u00a0<\/p>\n<p>However, the rise of silos, different marketing tools, and marketing channels make collecting data and personalization a nightmare.<\/p>\n<h3><strong>2. Your Target Audience is Now On Different Platforms<\/strong><\/h3>\n<p>In 2010, you\u2019d be lucky to find half of your customers on Twitter. Nowadays, your customers are on Twitter and a dozen other platforms.<\/p>\n<p>What makes it even harder is that your customers expect consistency as they move across these platforms.<\/p>\n<p>You can\u2019t say one thing on Facebook and another on Instagram. It\u2019s hard to believe, but audiences notice even the slightest variations.<\/p>\n<h3><strong>3. Your Customer Expect Flawless<\/strong> <strong>Cross Channel Experiences<\/strong><\/h3>\n<p>Unlike 2010, your customers now live in the most convenient times in history.\u00a0<\/p>\n<p>Look around and notice the 5G internet speeds, two-day Amazon deliveries, and one-click payments.<\/p>\n<p>While you were reading that, a prospect of yours somewhere ordered pizza. It\u2019ll be delivered a few minutes after you\u2019re done with this piece.<\/p>\n<p>Only one problem. Your target audience expects the same from your marketing strategy at any point in your customer journey.<\/p>\n<p>That\u2019s why browsers abandon pages that take more than <a href=\"https:\/\/neilpatel.com\/blog\/loading-time\/\">3 seconds<\/a> to load.<\/p>\n<p>With that in mind, moving from your IG page to your website should be flawless, taking as little time as possible. Subsequently, you need an <a href=\"https:\/\/welcomesoftware.com\/content-marketing\/\">efficient content creation process<\/a> that delivers relevant content whenever your target audience needs it.<\/p>\n<h2><strong>The Consequences, Silos Galore and What This Means<\/strong><\/h2>\n<p>With these changes in customer expectations, marketers were forced to adapt to an ever-increasing number of complexities.<\/p>\n<p>As a result, when you walk around your marketing organization, you\u2019re likely to see:<\/p>\n<h3><strong>1. A Bloated Stack of Martech Tools<\/strong><\/h3>\n<p>It takes 78% of marketers more than 5 tools to execute, plan and run a marketing campaign. (Welcome &amp; Sirkin Internal Study Jan 2021).<\/p>\n<p>Modern marketers did what they did best to meet these customer demands, automating using the available technologies.<\/p>\n<p>This has created so many incompatible tools held together by weak integrations in marketing teams it\u2019s sad. As a result, your customers:<\/p>\n<ul>\n<li>Get inconsistent outreach from different platforms<\/li>\n<li>Repetitive outreach, e.g., sending a client two emails<\/li>\n<li>Slower services when moving between endpoints<\/li>\n<\/ul>\n<h3><strong>2. Team and Departmental Silos<\/strong><\/h3>\n<p>For every critical aspect of customer experience, you probably have a team dedicated to just that. Often, you will have a:<\/p>\n<ul>\n<li>Content creation team<\/li>\n<li>Search Engine Optimization Team<\/li>\n<li>Customer acquisition team<\/li>\n<\/ul>\n<p>Oblivious to many, the more teams and team members you have, the harder it is to achieve synchrony.<\/p>\n<p>\u00a0Think about it, would you rather have a choir of 10 members or one of a hundred members. This eventually leads to:<\/p>\n<ul>\n<li>Unproductive and inefficient teams<\/li>\n<li>Recurrence and repetition of tasks<\/li>\n<li>A varying tone during customer outreach<\/li>\n<\/ul>\n<h3><strong>3. Difficulty Measuring Progress<\/strong><\/h3>\n<p>With the rise of multiple teams, channels, and marketing tools, everything blurs, and measuring progress becomes a nightmare.<\/p>\n<p>84% of marketers say that demonstrating meaningful results is critical. (Welcome &amp; Sirkin internal study, Jan 2021)<\/p>\n<p>You\u2019ve probably tried metrics and key performance indicators. However, even these strategies are no match for the disorganization of a fragmented marketing platform.<\/p>\n<p>As a result, you may end up with:<\/p>\n<ul>\n<li>Aspects of unpleasant customer experiences that are difficult to root out<\/li>\n<li>Keeping expensive and ineffective CX strategies still running<\/li>\n<li>Inability to respond effectively\u00a0 to customer feedback<\/li>\n<\/ul>\n<h2><strong>What Is Marketing Orchestration<\/strong><\/h2>\n<p>Forrester defines marketing orchestration as a powerful tool in ABM and marketing. This tool focuses not on standalone campaigns but on optimizing a set of related cross-channel interactions that together make up an individualized customer experience.<\/p>\n<p>If jargon isn\u2019t your cup of tea, the term comes from the literal orchestra. Picture several individuals playing different instruments that blend to create a beautiful symphony and a wonderful experience.<\/p>\n<p>That\u2019s the closest you\u2019ll ever get to a perfect explanation of the relationship between marketing orchestration and customer experience.\u00a0<\/p>\n<p>This strategy aims to enable your team to deliver content, through the right channels, at the right time, and to the right person.<\/p>\n<h2><strong>The Importance of Customer Experience, in Numbers<\/strong><\/h2>\n<p>On the other side of marketing, customer experience is rising in essence like never before. Marketing was once about what you told people.<\/p>\n<p>It then changed to what you showed people.<\/p>\n<p>Nowadays, marketing is about how you make your clients feel, and that is customer experience at its finest.<\/p>\n<p>A few CX statistics to put its importance in context include:<\/p>\n<ul>\n<li>There is an <a href=\"https:\/\/techjury.net\/blog\/customer-experience-statistics\/\">80%<\/a> increase in revenue for businesses that decide to focus on customer experience<\/li>\n<li><a href=\"https:\/\/www.pwc.com\/us\/en\/services\/consulting\/library\/consumer-intelligence-series\/future-of-customer-experience.html\">73%<\/a> of customers point to customer experience as an important factor in their purchasing decision.<\/li>\n<li><a href=\"https:\/\/www.forbes.com\/sites\/danielnewman\/2020\/06\/23\/4-actionable-customer-experience-statistics-for-2020\/\">86%<\/a> of customers are willing to pay more if it means getting a better customer experience<\/li>\n<li><a href=\"https:\/\/www.oracle.com\/us\/products\/applications\/cust-exp-impact-report-epss-1560493.pdf\">89%<\/a> of customers started doing business with a consumer after a poor customer experience.<\/li>\n<\/ul>\n<h2><strong>Marketing Orchestration and Customer Experience: Where their Destinies<\/strong> <strong>Cross Paths<\/strong><\/h2>\n<p>You\u2019re probably wondering what your CX strategy has to do with your marketing orchestration strategy: short answer, everything.<\/p>\n<p>Marketing orchestration and a positive customer experience are intertwined. Right now, it\u2019s impossible to have one without the other.<\/p>\n<p>The long answer involves the power of marketing orchestration to:<\/p>\n<ul>\n<li>Coordinate the timing, message, and segmentation of your omnichannel marketing<\/li>\n<li>Scalability and introduction of new channels into your CX strategy<\/li>\n<li>Eliminating bottlenecks in the curation of personalized content<\/li>\n<li>Leveraging AI for predictive decision-making.<\/li>\n<\/ul>\n<h2><strong>Marketing Orchestration in Action: What To Expect Post Adopting Marketing Orchestration\u00a0<\/strong><\/h2>\n<p>Marketing orchestration will make your customer experience strategies effective, efficient, and measurable. It will help break down your marketing from this gigantic mountain of complexity to a straightforward process even an intern can understand.<\/p>\n<p>Some of the benefits of marketing orchestration that will eventually result in a better customer experience are:<\/p>\n<h3><strong>1. Leveraging Data to Demonstrate Impact of Different Channels<\/strong><\/h3>\n<p>Marketing orchestration will bring your trial and error days to an end and welcome you to an era of informed decision-making.<\/p>\n<p>By ensuring symphony over different channels, you can now track the performance of different channels and even perform AB testing as far as CX is concerned.<\/p>\n<p>Do your inbound SEO strategies bring in more leads than your PPC ads?<\/p>\n<p>With marketing orchestration, you\u2019ll have answers. This will enable you to make informed decisions on funding and improvement.<\/p>\n<h3><strong>2. An Improved Customer Messaging Fit<\/strong><\/h3>\n<p>Determining the relevance of a message to the circumstance of your target audience is one of the leading causes of sleepless nights in marketing.<\/p>\n<p>However, marketing orchestration may have cracked the code.<\/p>\n<p>Marketing orchestration enables you to collect and execute data on the preferences of your customers. It would help you answer:<\/p>\n<ul>\n<li>What medium do my customers prefer?<\/li>\n<li>What medium do my customers prefer at certain times?<\/li>\n<li>What message will appeal to my customers at a future date?<\/li>\n<\/ul>\n<p>\u00a0Through predictive analysis, your system is now better poised to determine the subject line, channel, time, and even tone of your personalized message leading to a better CX.<\/p>\n<h3><strong>3. Segmentation of Your Multiple Marketing Channels<\/strong><\/h3>\n<p>Marketing will help map out your entire customer experience from the perspective of marketing channels.<\/p>\n<p>With a step-by-step understanding of how your customers interact with your channels, segmenting connected channels becomes easier.<\/p>\n<p>You can apply this knowledge in sending:<\/p>\n<ul>\n<li>Long-form content such as newsletters through email<\/li>\n<li>Brief notifications through social media and direct messaging<\/li>\n<li>Discounts and notifications in-app or through websites<\/li>\n<\/ul>\n<p>This makes the repurposing of content and automation efficient since channels with a similar customer effect are grouped.\u00a0<\/p>\n<h3><strong>4. Reducing Low-Level Stress and Anxiety Customers May Have In Their Journey<\/strong><\/h3>\n<p>Your customers are constantly faced with a certain level of anxiety at each level of their customer journey. Some of the questions that fuel this anxiety include:<\/p>\n<ul>\n<li>Is this product legitimate<\/li>\n<li>Will I lose my money purchasing this product<\/li>\n<li>Can I take this seller or website\u00a0 at their word<\/li>\n<\/ul>\n<p>Marketing orchestration allows you to lay these uncertainties to rest with the appropriate marketing channel.<\/p>\n<p>Take buying something on Amazon, for example. Their orchestration may send you a text message to let you know that your order is confirmed.<\/p>\n<p>They\u2019ll then send you an email and an in-app message to tell you that you can track your product.<\/p>\n<h2><strong>Don\u2019t Know Where To Start: How About You Bring Everything Under A Single Dashboard.<\/strong><\/h2>\n<p>Running different marketing tools can be a hassle. However, it doesn\u2019t have to be this way.<\/p>\n<p><em>Welcome<\/em> offers a solution.\u00a0<\/p>\n<p>Why not replace the dozens of tools with a single unified platform, and improve your customer experience while at it.<\/p>\n<p><em>Welcome<\/em> will bring all cross-functional aspects of your marketing strategy under a single dashboard.<\/p>\n<p>From this dashboard, you can track progress, automate workflows, and communicate with your teams. <em>Ready to give it a try? <\/em><a href=\"https:\/\/accounts.welcomesoftware.com\/login\"><em>Get started with a free Welcome account today<\/em><\/a><em>!\u00a0<\/em><\/p>\n<p>\u00a0<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" alt=\"\" class=\"nc_pixel\" height=\"1\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/pixel.welcomesoftware.com\/px.gif?key=YXJ0aWNsZT0xOTRmZTIwODYyODkxMWVjYmQ0ZDc2OTM5YjZjYjE0OQ==\" width=\"1\"\/><\/p>\n<\/p><\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/welcomesoftware.com\/insights\/marketing-orchestration-customer-experience\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing orchestration is the process of bringing harmony between the many fronts of your marketing strategy. 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