How does marketing orchestration work in practice?
Posted: Wed Feb 19, 2025 4:10 am
You already know the benefits of Marketing Orchestration and you know that the term refers to a series of interactions that contribute to the same goal.
But how does this happen in practice? Well, a strategy with this approach works on a system of “plays” , in which each one represents a series of actions aimed at achieving a business objective.
When orchestrating plays, you can guide yourself by 5 categories:
Intention and commitment;
MQA;
Shake the tree;
Close play;
Lost game move.
It is important to emphasize that all plays can involve both automatic and manual elements. Below we will discuss how each of the above categories works.
A move of intention and commitment
When someone interacts with your content, it shows an intent to build some kind of relationship with your brand.
Then, it's up to you to orchestrate the process luxembourg phone number list necessary to transform this engagement into conversion.
From a multi-channel orchestrated work, you can influence the lead's decision and direct them to the next stage of the funnel.
Below, check out an image taken from an infographic by Engagio , which offers an example of intent and engagement play.
Orchestrated Marketing
MQA Play
MQAs, or Marketing Qualified Leads, are those that are ready to be sent to the sales team.
These leads show a strong interest in closing a deal. Therefore, they are very valuable and should be treated with care.
An MQA play organizes a series of actions performed to keep prospects engaged, even before the sales team reaches out to them . This way, you demonstrate concern for the experience and increase the chances of conversion.
But how does this happen in practice? Well, a strategy with this approach works on a system of “plays” , in which each one represents a series of actions aimed at achieving a business objective.
When orchestrating plays, you can guide yourself by 5 categories:
Intention and commitment;
MQA;
Shake the tree;
Close play;
Lost game move.
It is important to emphasize that all plays can involve both automatic and manual elements. Below we will discuss how each of the above categories works.
A move of intention and commitment
When someone interacts with your content, it shows an intent to build some kind of relationship with your brand.
Then, it's up to you to orchestrate the process luxembourg phone number list necessary to transform this engagement into conversion.
From a multi-channel orchestrated work, you can influence the lead's decision and direct them to the next stage of the funnel.
Below, check out an image taken from an infographic by Engagio , which offers an example of intent and engagement play.
Orchestrated Marketing
MQA Play
MQAs, or Marketing Qualified Leads, are those that are ready to be sent to the sales team.
These leads show a strong interest in closing a deal. Therefore, they are very valuable and should be treated with care.
An MQA play organizes a series of actions performed to keep prospects engaged, even before the sales team reaches out to them . This way, you demonstrate concern for the experience and increase the chances of conversion.