Signal-led Customer Journey Orchestration

Turn your data into an 'engine room' for all your demand generation activities

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

Customer Journey Segments

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, 1st and 3rd 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

Customer Journey Orchestration Helps You:

  • Look at your data in a strategic yet actionable way
  • Ensure comprehensive lead management
  • Unify data sources for better decision-making
  • Create and optimize customer journeys
  • Deliver hyper-targeted messaging
  • Apply the right demand programs
  • Monitor and optimize performance

Next: Demand Program Types