INTEGRATED MARKETING
Orchestration Nation
The purpose of this program was to educate about the value of orchestration to ultimately increase sales in the relatively new product to enable automated orchestration. I ran weekly meetings with sources of demand, created and managed the creation of content, and tracked campaign activities across marketing and sales teams.
About the company
A SaaS startup that is the pioneer in account-based marketing (ABM) for businesses. They continue to lead in account-based solutions, including advertising and sales intelligence.
Why
Orchestration in sales and marketing is the coordination of people, data, content, and channels to deliver the right message to the right audience at the right time.
The purpose of this program was to educate prospects and customers on the value of orchestration in sales and marketing and how the company's purpose-built orchestration product makes orchestration possible at scale. ​
Campaigns
The following teams created segmented campaigns using the content assets that were created:
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Product marketing
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Direct mail
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Digital marketing
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Customer marketing
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Prospect marketing
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Influencer marketing
Results & impact
The campaign served as a model of end-to-end orchestration—coordinating data, content, channels, and teams to deliver a seamless, unified experience to prospects and customers.
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This initiative was the most successful demand-generating project of the year, and it established the standard for integrated marketing.
$1 million
in pipeline within the
first 4 months of launch
Most successful
e-book of the year
Responsible for generating 200 marketing-qualified leads in first 3 months alone
The omni-channel content
Playlist landing page (first of its kind)
"Get Smarter" playlist (with curated content and dynamic webchat)
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eBook
"The B2B Marketing & Sales Orchestration Playbook"
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Report
Marketing operations report co-branded with Highway
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Infographics
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"Tree of Orchestration Plays"
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"What is Orchestration?"
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Direct mail (gifting)
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Tree of Orchestration Plays accordion booklet
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Money tree
​Worksheet
- "Orchestrate a Smarter Omni-Channel Campaign
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Videos
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Influencer promo for eBook
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Product explainer
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Product use case
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Product demo
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Thought leadership
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"The History of Marketing Orchestration"
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"Three Orchestration Best Practices"
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Three-part blog series by Profound Agency
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"What is Orchestration?" FAQ/Glossary page
Content examples
Below are examples of content that I created for this initiative, which have undergone a brand facelift and can still be found on the playlist page: https://www.demandbase.com/resources/marketing-sales-orchestration-playlist
Get Smarter playlist (HTML landing page)
eBook "The B2B Marketing & Sales Orchestration Playbook"
Influencer video for promotion of eBook
Orchestration accordion brochure + money plant (for gifting in direct mail)
Worksheet
Social media
Product explainer video from CMO
Self-guided demo video
Disclaimer: Work samples are included for portfolio purposes. Intellectual property rights belong to the respective company.