Demandbase Orchestration

Start by wiring your data sources together. Connect your CRM, marketing automation, ad platforms, and collaboration tools, then define the accounts you care about most. Build dynamic audiences with a criteria builder that spans people, companies, intent signals, web visits, ad impressions, product usage, and deal stage. Use filters like industry, firmographics, buying role, open opportunities, and content engagement to narrow to real buyers. Save segments that update automatically as signals change, preview a sample of included accounts and contacts, and sanity-check volume before you activate anything.

With your audiences in place, design automations that move accounts from interest to pipeline. For example: when an account shows an intent spike and at least three high-value page views, enroll it in a multi-channel play. Send a tailored email stream through your MAP, add the account to a matched-audience list for ads, personalize website chat for known visitors, and create a task for the account owner. Use prebuilt playbooks for common motions—new product launch, competitive takeout, event follow-up—or build your own from scratch. Set frequency caps, add suppression rules for current customers or open deals, and define exit criteria so accounts don’t get stuck in loops.

Keep sales in sync without manual handoffs. Configure alerts to fire in Slack or Teams when an engagement score crosses a threshold, attach a quick summary of who clicked what, and include talk tracks and objection handles. Auto-create CRM tasks and add qualified buyers to the right SDR sequence. If a contact books a meeting or replies, pause marketing touches and hand control to the rep. For expansion plays, route active users at existing customers to customer success, trigger a QBR invite, and surface usage trends so conversations start with context. Everything logs back to the account record so marketing and sales see the same story.

Measure what matters and iterate fast. Use dashboards to track account progression, influenced pipeline, and revenue—by campaign, channel, and segment. Compare cohorts that received different messages, spot drop-offs in the journey, and refine your plays. Identify champions based on in-product actions or repeat content consumption, then automatically invite them to leave a review, join a customer story, or refer a peer. Govern your operations with approvals, role-based access, and version history so teams can experiment safely. The result: fewer manual steps, less wasted spend, and a repeatable system that turns signals into outcomes.