How to apply Orchestrated Marketing in your commercial strategy

28 September 2021Digital Marketing

The digitalisation of the industrial sector, where more and more companies are daring to develop a more comprehensive digital marketing strategy, is leading to increased competition between industrial companies in the search for strategies to reach their target audience in a more direct and efficient way.

Consequently, many industrial companies are opting to implement a strategy based on Orchestrated Marketing, which allows them to obtain the necessary information to optimise the customer loyalty process by substantially improving their users' experience.

What is Orchestrated Marketing?

Orchestrated Marketing is included within Inbound Marketing and its techniques link advertising and strategies of this type of marketing but, unlike Inbound Marketing, in Orchestrated Marketing there is a two-way communication between the company and the client.

And this is where Orchestrated Marketing takes root, as it is characterised by including commercial marketing strategies based on accounts, that is, it compiles all the necessary information about the buyer persona already known and then accompanies them throughout the purchasing process, personalising their path, creating a connection, and providing optimisation in the messages of the marketing campaigns that are of interest to them and not repetitive.

These strategies leverage different online and offline communication channels to create unique and personalised experiences for the buyer persona.

Functions of Orchestrated Marketing

With Orchestrated Marketing you can create marketing actions to capture new leads or update old ones, renewing contracts or making additional sales. You must keep in mind that these actions must be planned based on the characteristics of the customer and the objectives of your industrial company, in order to create coherent marketing actions.

Another relevant point about Orchestrated Marketing is how to collect and exploit the data obtained; this is essential to carry out your company's purpose accurately, as you must record the necessary information to generate a pleasant, agile and effective experience for your customers. Below, in the section "How to integrate Orchestrated Marketing into your commercial strategy" we explain everything in detail.

Orchestrated Marketing can also be called a database, in which ideally everyone involved in your industrial company can have access to, making it easier for marketing and sales departments to manage marketing actions with the same data.

How to integrate Orchestrated Marketing into your commercial strategy

Now that you know what it is and what its main functions are, we will help you with some tips so that you can integrate Orchestrated Marketing into your commercial strategy:

1. First of all, you need to identify your target audience.
2. Next, you need to collect detailed information about your audience, whether it is information about preferences, needs, tastes and/or behavioural patterns.
3. Once the collection is done, you should analyse all the acquired data.
4. Next, the best way to deal with this data is to classify it.
5. Plan and determine the different steps to follow, such as the buying process:
   1. Your target should know about the existence of your brand, products and services.
   2. They have to know what the qualities of your products or services are.
   3. Your target has to like your brand.
   4. Your target has to prefer your product or service over the competition.
   5. Your target must feel the desire and need to buy from you.
   6. You must be able to close the sale or conversion by promoting a good user experience.
6. The final objective of a company is not only the sale of its products and/or services, but also the loyalty of its customers. Throughout the sales process you must try to make your customers feel comfortable.

Benefits of applying Orchestrated Marketing

• It allows you to generate a number of customers and users with a higher rate of loyalty and satisfaction.
• Brings a higher volume of traffic to your website.
• Helps to increase your sales.
• Improves your brand positioning.
• It helps to make data collection easier.
• Facilitates the proliferation of quality content on social networks and websites. The challenge is to please the customer with content to their liking.
• Allows you to automate your content marketing and sales strategy.

The strength of Orchestrated Marketing is that it does not seek a direct sale, but thinks first of the welfare of the customer. As in BCM Marketing, we think first of you and your needs, analysing, creating and reconditioning your Digital Marketing strategies. Don't hesitate any longer and ask for our help to achieve your goals together.