Bombora’s second annual Intent Event in September, I began noticing a
developing trend among several successful B2B sales and marketing teams. No
fewer than six presentations shared a common way of gathering, organizing, and
perhaps most importantly, valuing all their sources and types of data.
intrigued me. However, it wasn’t until I put this trend into the larger context
of the industry’s move from automation to orchestration that the importance of
this new data framework became clear.
following outlines the data framework from a high level. Of course, a framework
is one thing. How you use that framework is another. Due to length (and
attention-span) constraints, I’ll address using the framework at a later time.
Marketing’s Shift From Automation to Orchestration Is Affecting Data in a Big
influential B2B marketers have recently written about this shift. As Marc
Johnson, CMO at Bombora, put it in his recent byline, “Marketing Automation
Must Give Way To Marketing Orchestration”: “Orchestration means moving
away from automating single tools and components, toward having all of the
different marketing and sales elements running off of the same data and talking
to each other …. It’s about actually aligning around what the consumer needs
and what the prospect is interested in — while resisting the extraneous.”
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