First, you must coordinate all the sources of data that inform your target-account lists (CRM analysis, predictive analytics, website tracking, marketing automation conversion rates, attribution tracking, etc.).

Then, you must put all this target-account data into action; i.e., engage decision-makers/buying committee members at these companies. This requires selecting the mix of channels you wish to use – webinars, events, content syndication, display, etc. – and selecting lead sources and media partners that have direct access to these specific accounts.

Then you need to verify the veracity of the lead data, standardize it to your marketing automation platform’s (MAP) required formatting, enhance that data which additional information (especially true for event data) and then import all this lead data into your MAP and/or CRM to begin the nurturing and follow-up process.

Demand orchestration software automates all these top-funnel marketing processes so you can refocus your efforts on more strategic efforts down funnel, such as converting leads into opportunities and upselling current customers.