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Boost Customer Experience with Marketing Orchestration



11 B2B Content Ideas to Fuel your Marketing (with Examples)

Marketing orchestration is the process of bringing harmony between the many fronts of your marketing strategy.

Every once in a while, you should consider stepping back and looking at the magnitude of the engine you’ve created. For perspective, you can look at:

  • Dozens of tools that make up your martech stack
  • The army of ideators, content creators, and editors
  • Number of cross-functional teams all working together
  • Heaps upon heaps of customer and target audience data sets

It’s a miracle that modern marketing teams run smoothly. However, there is a method to the madness. It’s called marketing orchestration.

Then pause and picture a set of new graduates right off Fort Bragg. 

Notice the beauty of their equally paced strides and the resultant black boots in lockstep. 

Appreciate their flawless waves of motion and synchrony of thought.

 All this happening with harmonious symphonies of the band in the background.

Isn’t it beautiful?

This is the promise of marketing orchestration, and as this blog will show, it does wonders for your customer experience.

Just How Much Have Your Customers Changed Since 2010

What could possibly change in ten years? In the case of this past decade, well, everything.

You’d be surprised. 

The tastes, preferences, and tolerance of your customers look nothing like they did a decade ago.

What your consumers considered a positive experience back then is probably mediocre right now. And you can see these changes in how:

1. Your Current Customers Expect Personalization

Your customers nowadays don’t value personalization. If anything, they’re past that. Personalization is something they expect. 

71% of customers feel frustrated if a shopping experience isn’t personalized. 

However, the rise of silos, different marketing tools, and marketing channels make collecting data and personalization a nightmare.

2. Your Target Audience is Now On Different Platforms

In 2010, you’d be lucky to find half of your customers on Twitter. Nowadays, your customers are on Twitter and a dozen other platforms.

What makes it even harder is that your customers expect consistency as they move across these platforms.

You can’t say one thing on Facebook and another on Instagram. It’s hard to believe, but audiences notice even the slightest variations.

3. Your Customer Expect Flawless Cross Channel Experiences

Unlike 2010, your customers now live in the most convenient times in history. 

Look around and notice the 5G internet speeds, two-day Amazon deliveries, and one-click payments.

While you were reading that, a prospect of yours somewhere ordered pizza. It’ll be delivered a few minutes after you’re done with this piece.

Only one problem. Your target audience expects the same from your marketing strategy at any point in your customer journey.

That’s why browsers abandon pages that take more than 3 seconds to load.

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 efficient content creation process that delivers relevant content whenever your target audience needs it.

The Consequences, Silos Galore and What This Means

With these changes in customer expectations, marketers were forced to adapt to an ever-increasing number of complexities.

As a result, when you walk around your marketing organization, you’re likely to see:

1. A Bloated Stack of Martech Tools

It takes 78% of marketers more than 5 tools to execute, plan and run a marketing campaign. (Welcome & Sirkin Internal Study Jan 2021).

Modern marketers did what they did best to meet these customer demands, automating using the available technologies.

This has created so many incompatible tools held together by weak integrations in marketing teams it’s sad. As a result, your customers:

  • Get inconsistent outreach from different platforms
  • Repetitive outreach, e.g., sending a client two emails
  • Slower services when moving between endpoints

2. Team and Departmental Silos

For every critical aspect of customer experience, you probably have a team dedicated to just that. Often, you will have a:

  • Content creation team
  • Search Engine Optimization Team
  • Customer acquisition team

Oblivious to many, the more teams and team members you have, the harder it is to achieve synchrony.

 Think about it, would you rather have a choir of 10 members or one of a hundred members. This eventually leads to:

  • Unproductive and inefficient teams
  • Recurrence and repetition of tasks
  • A varying tone during customer outreach

3. Difficulty Measuring Progress

With the rise of multiple teams, channels, and marketing tools, everything blurs, and measuring progress becomes a nightmare.

84% of marketers say that demonstrating meaningful results is critical. (Welcome & Sirkin internal study, Jan 2021)

You’ve probably tried metrics and key performance indicators. However, even these strategies are no match for the disorganization of a fragmented marketing platform.

As a result, you may end up with:

  • Aspects of unpleasant customer experiences that are difficult to root out
  • Keeping expensive and ineffective CX strategies still running
  • Inability to respond effectively  to customer feedback

What Is Marketing Orchestration

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.

If jargon isn’t 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.

That’s the closest you’ll ever get to a perfect explanation of the relationship between marketing orchestration and customer experience. 

This strategy aims to enable your team to deliver content, through the right channels, at the right time, and to the right person.

The Importance of Customer Experience, in Numbers

On the other side of marketing, customer experience is rising in essence like never before. Marketing was once about what you told people.

It then changed to what you showed people.

Nowadays, marketing is about how you make your clients feel, and that is customer experience at its finest.

A few CX statistics to put its importance in context include:

  • There is an 80% increase in revenue for businesses that decide to focus on customer experience
  • 73% of customers point to customer experience as an important factor in their purchasing decision.
  • 86% of customers are willing to pay more if it means getting a better customer experience
  • 89% of customers started doing business with a consumer after a poor customer experience.

Marketing Orchestration and Customer Experience: Where their Destinies Cross Paths

You’re probably wondering what your CX strategy has to do with your marketing orchestration strategy: short answer, everything.

Marketing orchestration and a positive customer experience are intertwined. Right now, it’s impossible to have one without the other.

The long answer involves the power of marketing orchestration to:

  • Coordinate the timing, message, and segmentation of your omnichannel marketing
  • Scalability and introduction of new channels into your CX strategy
  • Eliminating bottlenecks in the curation of personalized content
  • Leveraging AI for predictive decision-making.

Marketing Orchestration in Action: What To Expect Post Adopting Marketing Orchestration 

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.

Some of the benefits of marketing orchestration that will eventually result in a better customer experience are:

1. Leveraging Data to Demonstrate Impact of Different Channels

Marketing orchestration will bring your trial and error days to an end and welcome you to an era of informed decision-making.

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.

Do your inbound SEO strategies bring in more leads than your PPC ads?

With marketing orchestration, you’ll have answers. This will enable you to make informed decisions on funding and improvement.

2. An Improved Customer Messaging Fit

Determining the relevance of a message to the circumstance of your target audience is one of the leading causes of sleepless nights in marketing.

However, marketing orchestration may have cracked the code.

Marketing orchestration enables you to collect and execute data on the preferences of your customers. It would help you answer:

  • What medium do my customers prefer?
  • What medium do my customers prefer at certain times?
  • What message will appeal to my customers at a future date?

 Through 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.

3. Segmentation of Your Multiple Marketing Channels

Marketing will help map out your entire customer experience from the perspective of marketing channels.

With a step-by-step understanding of how your customers interact with your channels, segmenting connected channels becomes easier.

You can apply this knowledge in sending:

  • Long-form content such as newsletters through email
  • Brief notifications through social media and direct messaging
  • Discounts and notifications in-app or through websites

This makes the repurposing of content and automation efficient since channels with a similar customer effect are grouped. 

4. Reducing Low-Level Stress and Anxiety Customers May Have In Their Journey

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:

  • Is this product legitimate
  • Will I lose my money purchasing this product
  • Can I take this seller or website  at their word

Marketing orchestration allows you to lay these uncertainties to rest with the appropriate marketing channel.

Take buying something on Amazon, for example. Their orchestration may send you a text message to let you know that your order is confirmed.

They’ll then send you an email and an in-app message to tell you that you can track your product.

Don’t Know Where To Start: How About You Bring Everything Under A Single Dashboard.

Running different marketing tools can be a hassle. However, it doesn’t have to be this way.

Welcome offers a solution. 

Why not replace the dozens of tools with a single unified platform, and improve your customer experience while at it.

Welcome will bring all cross-functional aspects of your marketing strategy under a single dashboard.

From this dashboard, you can track progress, automate workflows, and communicate with your teams. Ready to give it a try? Get started with a free Welcome account today


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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)



Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

One of the most important parts of having a website is making sure your audience can find your site (and find what they’re looking for).

The good news is that Google Search Essentials, formerly called Google Webmaster Guidelines, simplifies the process of optimizing your site for search performance.


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Salesforce rolls out new edition of Marketing Cloud for small businesses



Salesforce summer 2023 release: The business executive's guide

Today Salesforce announced Marketing Cloud Growth, an edition of Marketing Cloud designed specifically for small businesses.

With help from AI, this edition makes it easy for marketers to segment audiences, create and execute email campaigns from text to image, optimize campaign performance and create unified customer profiles. It also has a prompt builder that can store and manage known reliable prompts for organizations.

Dig deeper: 70% of SMB marketers willing to pay more for tools with AI or automation

Salesforce developed the new edition by looking at the most common use cases for which small businesses frequenty don’t have the people or resources. This includes things like personalizing campaigns and advanced testing.

The company is also letting small businesses (those with fewer than 200 employees) that have Sales or Service Enterprise Edition “get started with Data Cloud at no cost.” Marketing Cloud Growth will initially be available in the U.S. and Canada and is expected to roll out to Europe, the Middle East and Asia by the end of the year.

Why we care. First of all, small businesses need all the help they can get. This creates an opportunity to start using AI within a centralized marketing workflow rather than importing content from independent generative AI tools. Perhaps it’s also a sign of Salesforce moving to compete with platforms (can we say HubSpot?) that more overtly court SMB clients.

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Elevate Your YouTube Channel: Top 4 Video Editing Tools



Elevate Your YouTube Channel: Top 4 Video Editing Tools

Elevate Your YouTube Channel Top 4 Video Editing Tools

Launched in 2005, YouTube now stands as the second largest search engine after Google.

Almost 2.7 billion people use YouTube worldwide every month and 87.7% of those users access it on their mobile phones.

Owing to the large number of video content available on the platform, you want to ensure that yours stands out.

To make it happen, you need to master effective content creation tips, use fantastic lighting, and invest in powerful video editing software.

There are tons of editing tools on the market that promise amazing results. 

To help you cut through the noise, I’ve curated a list of the 4 best YouTube video editing software.

Whether you’re a beginner or a pro, there’s something for you. Keep reading.

1. Movavi Video Editor

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Top on the list is the Movavi Video Editor, one of the best YouTube video editing software for beginners.

It enables you to create compelling videos using advanced tools like audio correction, motion tracking, and chroma key without requiring any technical knowledge.

Additionally, you’ll find several ready-made YouTube intro videos and a large library of background music and audio clips.

Although the user interface is easy to navigate, Movavi still provides video tutorials to make you feel confident while editing.

Movavi runs on Windows (versions 7 to 11) and Mac OS X (10.15 or higher).

Key Features

  • AI background remover: Replaces backgrounds without a green screen
  • AI motion tracker: Sticks effects and images on moving objects
  • Precise frame cuts: Makes cuts with precision and attention-grabbing montages in one click
  • Color correction: Boosts colors so viewers can stay glued to your YouTube channel
  • Overlay effect: Offers 13 blending modes to create professional-looking videos
  • 4k resolution: Saves videos in ultra-high quality form
  • YouTube Integration: Saves you time by sharing videos directly to YouTube


Movavi offers a generous free plan and three paid plans with different sets of features. Here are the prices for various plans it offers:

  • Free
  • Video Editor: $49.95/year
  • Video Editor + Effect Packs: $155.95/year
  • Video Suite + Effect Packs: $94.95/year
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Easy to use

Tool Level


2. Adobe Premiere Pro

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If you’re looking for the best YouTube video editing software that can transform a basic clip into a ready-to-upload video, Adobe Premiere Pro is your best bet. 

It integrates with all the apps in Adobe Creative Cloud to help you streamline your workflow.

Adobe Premiere Pro boasts an extensive range of features, from color correction tools and visual effects to collaboration tools for teams. 

Also, you can optimize the export settings to preserve the quality of your YouTube videos when you share them online. 

Although Premiere Pro is popular among professional video editors, follow the video steps for beginners provided on the platform to learn how to use it. All you need is a powerful computer and willingness to study the available tutorials.

The app is compatible with Windows (10 or later) and macOS Monterey (version 12 or later).

Key Features

  • Text-based editing: Removes pauses with ease
  • Project templates: Retains assets, colors, and branding across multiple projects
  • Speech-to-text conversion: Automatically creates captions and transcripts in over 18 languages
  • Auto reframe: Automatically detects and adjusts aspect ratios to easily upload videos to YouTube
  • Adobe stock library: Offers access to stock video footage, photos, and over 75,000 audio tracks and remix the length to fit your video


Adobe Premier Pro offers two paid plans. Here are the details:

  • Premiere Pro: $29.99/month
  • Creative Cloud All Apps: $59.99/month
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Has a steep learning curve

Tool Level


3. Shotcut

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Available on Linux, Windows, and macOS, Shotcut is a comprehensive YouTube video editing software solution. 

It supports various video and audio files, including AVI, WAV, and MP4.

The video editing software is great for complex projects as it allows you to combine several audio, image, and video files into one video. 

Also, editing on the platform doesn’t follow a chronological order; you can make changes at any point.

Shotcut may not be the best editing tool for new content creators because of the learning curve. 

However, the platform has a video editing guide, including a community of Shotcut users who are willing to assist you.

Key Features

  • Native timeline editing: Supports all video and audio formats, including 4k and 8k resolutions
  • Cross-platform editing: Gives you the option to start a project on macOS and switch to Windows without hassles
  • Video effects: Offers built-in effects like auto-rotate, white balancing, timeline fader, and 360° video filters, without installing any plugins
  • Display and monitoring: Ability to preview videos in low resolution to improve the speed of real-time effects
  • Keyframing: Option to define the start and finish points of effects along the video timeline such as transition, sound, and brightness or contrast


 Shotcut is completely free to use as it’s an open-source software solution


It has a steep learning curve

Tool Level


4. Lightworks

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If you’re looking to create the best videos in a short time, Lightworks is the way to go. 

It’s the best YouTube video editing software for beginners who are willing to learn video editing as they grow their YouTube channels.

Similar to Shotcut, the platform is loaded with all the tools you need to go from a beginner to a pro.

You can edit, color correct, add titles, and more using the drag-and-drop interface. 

Also, it’s compatible with YouTube video format and resolution for ease of uploading content.

All versions of Lightworks can work on Windows (8 and later), macOS (10.14 and later), and Linux.

Key Features

  • Universal timeline: Accommodates video footage of any quality, size, or frame rate
  • Flawless audio editing: Offers various audio effects and the option to sync with video for an immersive experience
  • Visual effects: Offers a simplified suite of over 700 customizable motion graphics and titles for easy to advanced editing
  • Easy export and share: Allows you to share videos on YouTube directly from the platform


Here are the pricing plans offered by Lightworks.

  • Free
  • Create: $9.99/month
  • Pro: $23.99/month
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Easy to use

Tool Level


Pro Tip: According to Attrock guide, the best video maker can offer training resources for non-technical users. This is particularly designed for video marketers who have no high skills in video creation and editing.

Choosing the Best YouTube Video Editing Software

Getting the best YouTube video editing software shouldn’t cost a fortune. 

Platforms like Shotcut and Lightworks offer free tools for both beginners and expert editors.

However, if your YouTube channel is already monetized and you’re willing to spend money on a super-advanced tool, Premiere Pro will be ideal.

Lastly, if you’re ready to level up your video editing game, try Movavi today. You’ll save money while accessing advanced editing features.

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