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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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The Role of Enterprise Mobility Management in Modern Businesses



The Role of Enterprise Mobility Management in Modern Businesses

In today’s fast-paced business environment, Enterprise Mobility Management (EMM) has emerged as a critical facilitator for enhancing operational efficiency and competitiveness. EMM solutions streamline workflows, ensuring that enterprises can adapt to the rapidly changing digital landscape. This blog discusses the indispensable role of EMM in modern businesses, focusing on how it revolutionizes workflows and positions businesses for success.

EMM solutions act as the backbone for securely managing mobile devices, applications, and content that facilitate remote work and on-the-go access to company resources. With a robust EMM platform, businesses can ensure data protection and compliance with regulatory requirements, even in highly dynamic environments. This not only minimizes the risk of data breaches but also reinforces the company’s reputation for reliability and security.

Seamless Integration Across Devices

In today’s digital era, seamless integration across devices is not just a luxury; it’s a necessity for maintaining operational fluency within any organization. Our EMM solutions are designed to ensure that employees have secure and efficient access to the necessary resources, irrespective of the device being used. This cross-platform compatibility significantly enhances productivity by allowing for a unified user experience that supports both the agility and dynamism required in modern business operations. Leveraging cutting-edge technology, our solutions provide a cohesive ecosystem where data flows securely and effortlessly across mobile phones, tablets, and laptops, ensuring that your workforce remains connected and productive, regardless of their physical location. The adoption of our EMM solutions speaks volumes about an organization’s commitment to fostering a technologically forward and secure working environment, echoing its dedication to innovation and excellence.

Enhanced Productivity

EMM facilitates the seamless integration of mobile devices into the corporate environment, enabling employees to access corporate resources from anywhere. This flexibility significantly enhances productivity by allowing tasks to be completed outside of traditional office settings.

Unified Endpoint Management

The incorporation of Unified Endpoint Management (UEM) within EMM solutions ensures that both mobile and fixed devices can be managed from a single console, simplifying IT operations and enhancing security.


Advanced Security Protocols

Where cyber threats loom larger than ever, our EMM solutions incorporate cutting-edge security protocols designed to shield your organization’s data from unauthorized access and breaches. By consistently updating and refining our security measures, we ensure your assets are protected by the most advanced defenses available. This commitment to security not only safeguards your information but also reinforces your company’s reputation as a secure and trustworthy enterprise.

Data Protection

EMM solutions implement robust security measures to protect sensitive corporate data across all mobile devices. This includes encryption, secure VPN connections, and the ability to remotely wipe data from lost or stolen devices, thereby mitigating potential data breaches.

Compliance Management

By enforcing security policies and ensuring compliance with regulatory standards, EMM helps businesses avoid costly fines and reputational damage associated with data breaches.

Driving Operational Efficiency

In the quest to drive operational efficiency, our solutions streamline processes, reduce redundancies, and automate routine tasks. By leveraging cutting-edge technologies, we empower businesses to optimize their workflows, resulting in significant time and cost savings. Our approach not only enhances operational agility but also positions your organization at the forefront of innovation, setting a new standard in your industry.

Automated Workflows

By automating repetitive tasks, EMM reduces manual efforts, increases accuracy, and speeds up business processes. This automation supports operational efficiency and allows employees to focus on more strategic tasks.

Real-time Communication and Collaboration

EMM enhances communication and collaboration among team members by providing tools that facilitate real-time interactions. This immediate exchange of information accelerates decision-making processes and improves project outcomes.


Testimonials from Industry Leaders

Leaders in various industries have witnessed tangible benefits from implementing EMM solutions, including increased productivity, improved security, and enhanced operational efficiency. Testimonials from these leaders underscore the transformative impact of EMM on their businesses, solidifying its vital role in modern operational strategies.

Our commitment to innovation and excellence propels us to continually refine our EMM solutions, ensuring they remain at the cutting edge of technology. This dedication not only solidifies our standing as industry leaders but also guarantees that our clients receive the most advanced and effective operational tools available, tailored specifically to meet their unique business challenges.

Looking Ahead

The evolution of EMM solutions continues at a rapid pace, with advancements in technology such as Artificial Intelligence (AI), Machine Learning (ML), and the Internet of Things (IoT) further enhancing their capabilities. These developments promise even greater efficiencies, security measures, and competitive advantages for businesses willing to invest in the future of mobility management.

Our proactive approach to integrating emerging technologies with EMM solutions positions our clients at the forefront of their industries. By leveraging our deep technical expertise and industry insights, we empower businesses to not only adapt to but also lead in an increasingly digital world, ensuring they remain competitive and resilient amidst rapid technological shifts.

In conclusion, the role of Enterprise Mobility Management in modern businesses cannot be overstated. Its ability to revolutionize workflows, enhance security, and drive operational efficiency positions it as a foundational element of digital transformation strategies. We invite businesses to explore the potential of EMM solutions and partner with us to achieve unprecedented levels of success and innovation in the digital era. Together, we can redefine the boundaries of what is possible in business operations and set new benchmarks for excellence in the industry.

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Lessons From Air Canada’s Chatbot Fail



Lessons From Air Canada’s Chatbot Fail

Air Canada tried to throw its chatbot under the AI bus.

It didn’t work.

A Canadian court recently ruled Air Canada must compensate a customer who bought a full-price ticket after receiving inaccurate information from the airline’s chatbot.

Air Canada had argued its chatbot made up the answer, so it shouldn’t be liable. As Pepper Brooks from the movie Dodgeball might say, “That’s a bold strategy, Cotton. Let’s see if it pays off for ’em.” 

But what does that chatbot mistake mean for you as your brands add these conversational tools to their websites? What does it mean for the future of search and the impact on you when consumers use tools like Google’s Gemini and OpenAI’s ChatGPT to research your brand?


AI disrupts Air Canada

AI seems like the only topic of conversation these days. Clients expect their agencies to use it as long as they accompany that use with a big discount on their services. “It’s so easy,” they say. “You must be so happy.”

Boards at startup companies pressure their management teams about it. “Where are we on an AI strategy,” they ask. “It’s so easy. Everybody is doing it.” Even Hollywood artists are hedging their bets by looking at the newest generative AI developments and saying, “Hmmm … Do we really want to invest more in humans?  

Let’s all take a breath. Humans are not going anywhere. Let me be super clear, “AI is NOT a strategy. It’s an innovation looking for a strategy.” Last week’s Air Canada decision may be the first real-world distinction of that.

The story starts with a man asking Air Canada’s chatbot if he could get a retroactive refund for a bereavement fare as long as he provided the proper paperwork. The chatbot encouraged him to book his flight to his grandmother’s funeral and then request a refund for the difference between the full-price and bereavement fair within 90 days. The passenger did what the chatbot suggested.


Air Canada refused to give a refund, citing its policy that explicitly states it will not provide refunds for travel after the flight is booked.

When the passenger sued, Air Canada’s refusal to pay got more interesting. It argued it should not be responsible because the chatbot was a “separate legal entity” and, therefore, Air Canada shouldn’t be responsible for its actions.

I remember a similar defense in childhood: “I’m not responsible. My friends made me do it.” To which my mom would respond, “Well, if they told you to jump off a bridge, would you?”

My favorite part of the case was when a member of the tribunal said what my mom would have said, “Air Canada does not explain why it believes …. why its webpage titled ‘bereavement travel’ was inherently more trustworthy than its chatbot.”

The BIG mistake in human thinking about AI

That is the interesting thing as you deal with this AI challenge of the moment. Companies mistake AI as a strategy to deploy rather than an innovation to a strategy that should be deployed. AI is not the answer for your content strategy. AI is simply a way to help an existing strategy be better.

Generative AI is only as good as the content — the data and the training — fed to it.  Generative AI is a fantastic recognizer of patterns and understanding of the probable next word choice. But it’s not doing any critical thinking. It cannot discern what is real and what is fiction.


Think for a moment about your website as a learning model, a brain of sorts. How well could it accurately answer questions about the current state of your company? Think about all the help documents, manuals, and educational and training content. If you put all of that — and only that — into an artificial brain, only then could you trust the answers.

Your chatbot likely would deliver some great results and some bad answers. Air Canada’s case involved a minuscule challenge. But imagine when it’s not a small mistake. And what about the impact of unintended content? Imagine if the AI tool picked up that stray folder in your customer help repository — the one with all the snarky answers and idiotic responses? Or what if it finds the archive that details everything wrong with your product or safety? AI might not know you don’t want it to use that content.

ChatGPT, Gemini, and others present brand challenges, too

Publicly available generative AI solutions may create the biggest challenges.

I tested the problematic potential. I asked ChatGPT to give me the pricing for two of the best-known CRM systems. (I’ll let you guess which two.) I asked it to compare the pricing and features of the two similar packages and tell me which one might be more appropriate.

First, it told me it couldn’t provide pricing for either of them but included the pricing page for each in a footnote. I pressed the citation and asked it to compare the two named packages. For one of them, it proceeded to give me a price 30% too high, failing to note it was now discounted. And it still couldn’t provide the price for the other, saying the company did not disclose pricing but again footnoted the pricing page where the cost is clearly shown.

In another test, I asked ChatGPT, “What’s so great about the digital asset management (DAM) solution from [name of tech company]?” I know this company doesn’t offer a DAM system, but ChatGPT didn’t.


It returned with an answer explaining this company’s DAM solution was a wonderful, single source of truth for digital assets and a great system. It didn’t tell me it paraphrased the answer from content on the company’s webpage that highlighted its ability to integrate into a third-party provider’s DAM system.

Now, these differences are small. I get it. I also should be clear that I got good answers for some of my harder questions in my brief testing. But that’s what’s so insidious. If users expected answers that were always a little wrong, they would check their veracity. But when the answers seem right and impressive, even though they are completely wrong or unintentionally accurate, users trust the whole system.

That’s the lesson from Air Canada and the subsequent challenges coming down the road.

AI is a tool, not a strategy

Remember, AI is not your content strategy. You still need to audit it. Just as you’ve done for over 20 years, you must ensure the entirety of your digital properties reflect the current values, integrity, accuracy, and trust you want to instill.

AI will not do this for you. It cannot know the value of those things unless you give it the value of those things. Think of AI as a way to innovate your human-centered content strategy. It can express your human story in different and possibly faster ways to all your stakeholders.

But only you can know if it’s your story. You have to create it, value it, and manage it, and then perhaps AI can help you tell it well. 

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Only 6% of global marketers apply customer insights to product and brand



Only 6% of global marketers apply customer insights to product and brand

While many brands talk about focusing on the customer, few do it. Less than a quarter (24%) of global brands are mapping customer behavior and sentiment, according to Braze’s 2024 Customer Engagement Review. What’s worse, only 6% apply customer insights to their product and brand approach.

“At the end of the day, a lot of companies operate based on their structure and not how the consumer interacts with them,” Mariam Asmar, VP of strategic consulting, told MarTech. “And while some companies have done a great job of reorienting that, with roles like the chief customer officer, there are many more that still don’t. Cross-channel doesn’t exist because there are still all these silos. But the customer doesn’t care about your silos. The customer doesn’t see silos. They see a brand.”

Half of all marketers report either depending on multiple, siloed point solutions to cobble together a multi-channel experience manually (33%); or primarily relying on single-channel solutions (17%).  Only 30% have access to a single customer engagement platform capable of creating personalized, seamless experiences across channels. This is a huge problem when it comes to cross-channel, personalization.

The persistence of silos

The persistence of data silos despite decades of explanation about the problems they cause, surprised Asmar the most.

Screenshot 2024 02 27 140015
Source: Braze 2024 Global Customer Engagement Review

“Why are we still talking about this?” she said to MarTech. “One of the themes I see in the report is we’re still getting caught up on some of the same stumbling blocks as before.”

She said silos are indicative of teams working on different goals and “the only way that gets unsolved is if a leader comes in and aligns people towards some of those goals.”

These silos also hinder the use of AI, something 99% of respondents said they were already doing. The top uses of AI by marketers are:

  • Generating creative ideas (48%).
  • Automating repetitive tasks (47%).
  • Optimizing strategies in real-time (47%).
  • Enhancing data analysis (47%).
  • Powering predictive analytics (45%).
  • Personalizing campaigns (44%). 

Despite the high usage numbers, less than half of marketers have any interest in exploring AI’s potential to enhance customer engagement. Asmar believes there are two main reasons for this. First is that many people like the systems they know and understand. The other reason is a lack of training on the part of companies.

Dig deeper: 5 ways CRMs are leveraging AI to automate marketing today

“I think about when I was in advertising and everybody switched to social media,” she told MarTech. “Companies acted like ‘Well, all the marketers will just figure out social media.’ You can’t do that because whenever you’re teaching somebody how to do something new there’s always a level of training them up, even though they’re apps that we use every day, as people using them as a business and how they apply, how we get impact from them.”

The good news is that brands are setting the stage for the data agility they need.

  • 50% export performance feedback to business intelligence platforms to generate advanced analytics.
  • 48% sync performance with insights generated by other platforms in the business.

Also worth noting: Marketers say these are the four main obstacles to creativity and strategy:  

  • Emphasis on KPIs inherently inhibits a focus on creativity (42%).
  • Too much time spent on business-as-usual execution and tasks (42%).
  • Lack of technology to execute creative ideas, (41%).
  • Hard to demonstrate ROI impact of creativity (40%).
Screenshot 2024 02 27 135952Screenshot 2024 02 27 135952


The 2024 Global Customer Engagement Review (registration required) is based on insights from 1,900 VP+ marketing decision-makers across 14 countries in three global regions: The Americas (Brazil, Mexico, and the US), APAC (Australia, Indonesia, Japan, New Zealand, Singapore, and South Korea), and EMEA (France, Germany, Spain, the UAE, and the UK).


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