Signal-led Customer Journey Orchestration

Create personalized, seamless “right time” experiences that convert prospects into loyal customers

In today’s complex B2B landscape, buyers expect consistent, relevant experiences across every touchpoint. Our Customer Journey Orchestration framework ensures no account or lead is left behind while harnessing the power of 3rd party intent and AI to deliver the right message to the right person through the right channel at the right time.

Each stage features:

Precise segment targeting: content and messaging adapted to each and every segment
Channel-specific strategies: different segments will be suited to different channels
Personalized messaging: messages can be highly defined, based on segment, 1^st and 3^rd party intent signals and direction of travel through the customer journey, and then scaled with GenAI
Clear progression metrics: every buyer’s journey is different, but the Customer Journey Segmentation model provides a versatile reporting framework, enabling the tracking of individual contacts and whole buyer groups as they progress

Key Benefits:

1. Complete Coverage

Every account and lead fits into a defined segment – none are left behind
No opportunities slip through the cracks
Clear next steps for every account and lead – each segment has defined entry, exit and progression criteria

2. Unified View

Single customer view across touchpoints as well as overall account engagement view
Coherent data integration
Consistent messaging strategy

3. Activation Excellence

Channel-specific engagement strategies
Targeted content delivery
Optimized timing and frequency
Scaled with GenAI

The integration of intent signals into our customer journey orchestration has transformed how we engage with prospects. We're now having the right conversations at the right time, resulting in 40% faster sales cycles

Mark Thompson

Director of Digital Marketing, Adobe

Intent: adding signals to your Customer Journey Segmentation

Incorporating intent signals into your Customer Journey Orchestration enables you to refine your focus to contacts with a higher in-market propensity and then to tailor your messaging more closely to their actual needs. For instance, in a recent campaign for a global leader in the testing and compliance industry, moving from a ‘greenfield’ to an intent-driven approach enabled MarketOne to generate more BDR qualified leads (BQLs) in one month than in the previous quarter.

Customer Journey Segments with intent overlay