The B2B buyer’s journey involves many interactions with the company that eventually gets the sale. Succeeding in today’s competitive, multi-channel selling environment requires orchestrating the buyer journey, anticipating the turns, and providing relevant information to guide the buyer toward the right solution.
Effective journey orchestration requires ongoing tracking of your leads at the account and individual levels. It also demands a deep analysis of their behaviors and interactions to generate insights into their journey’s progress and their purchasing intentions. With as many as 59% of B2B buyers doing purchasing research through the web and other online channels, you need to capitalize by delivering the right content to those buyers through the right channels at the right moment.
Journey orchestration platforms make it possible to provide automated, real-time delivery of relevant, personalized content that moves leads further down your sales funnel. These solutions make it easier to translate your customer data into actionable insights for sales and marketing. In this post, we’ll review the top ten journey orchestration platforms on the market.
A buyer’s journey consists of every interaction the buyer has with the seller. It begins when the buyer realizes they need whatever the seller is selling, but it doesn’t necessarily end when the sale is completed. The buyer journey continues through their onboarding, continued use of the product, and loyalty and advocacy for it. Journey orchestration is anticipating and managing these interactions to optimize the customer experience and make them more likely to purchase from you in the end.
Journey orchestration is anticipating and managing these interactions to optimize the customer experience and make them more likely to purchase from you in the end. To orchestrate a journey, you need to understand what stage of the journey the buyer is at.
To orchestrate a journey, you need to understand what stage of the journey the buyer is at. They may be just starting to gather initial information, evaluating a field of options, or trying to narrow down a final decision. Knowing this allows you to understand their most urgent questions and concerns. With that information, you can provide buyers with highly relevant, personalized content that answers their questions and encourages them to advance their journey by engaging with you further.
Journey orchestration is a data-driven process that has to happen in real-time. Journey orchestration platforms are smart software tools that allow you to pull it off effectively.
There are many technological functions that go into journey orchestration. This includes capturing, tracking, and analyzing customer data across as many touchpoints as possible, such as your website, advertisements, and social media. Journey orchestration software generates insights from that data, often with help from artificial intelligence.
Journey orchestration platforms can include account-based marketing functions to help you identify organizational targets and optimize your engagement strategy. A full-featured platform should also help you generate, organize, and personalize your content. Ideally, it will also deliver your content through the most likely channels to reach its targets.
For any platform to be able to call itself a complete journey orchestration solution, it needs to be able to handle three things: customer data analytics, content management, and content delivery.
In practice, a journey orchestration platform should be able to identify accounts for you to target, select content with a high chance of converting them, and deliver that content over the targets’ preferred channels. It should also be able to track and report on your sales and marketing KPIs, so you’ll know whether or not it’s working and worth the investment.
Some platforms are built with the needs and experiences of specific industries or sales environments in mind, so it’s essential to look closely at any unique features they offer.
Here are today’s top journey orchestration platforms, designed to make it easier for your B2B organization to enjoy the benefits of effective buyer journey orchestration.
Trendemon is an account-based marketing platform that accelerates your sales pipeline by serving your customers personalized content that is most likely to convert them at that moment. By providing accurate revenue attribution for your digital assets and detailed maps of the journeys your buyers are taking, Trendemon empowers B2B sellers to deliver optimized content recommendations and calls to action.
Pros: Easy to set up and use, with helpful data visualizations and an excellent customer support team.
Cons: Users would like more UI customization options.
Pricing: $2,599 per month for the Basic plan, $4,099 for Pro. Custom plans and a 30-day free trial are also offered.
Reviewer Says:“As a digital marketer, I worked with several web personalization and funnel mapping tools, but none perform as well as Trendemon.”
Designed to provide insights into customer sentiment and intentions, Qualtrics is a big, feature-rich platform that uses surveys and other information-gathering methods to obtain as much intelligence as possible about your buyers. Qualtrics is primarily a data analytics solution that deals with the entire customer experience rather than narrowly focusing on sales.
Pros: Many useful features, including good visualization tools.
Cons: Customization and data organization options can be limited.
Pricing: Starts at $1,500 per user, per year. A free trial version is offered.
Reviewer Says: “There is always a way, if not straightforward, then a roundabout way of getting things done in Qualtrics.”
This platform aims to help B2B sellers convert more of their pipeline into revenue by shedding light on what they call “the dark funnel,” buyers whose interests remain opaque because you can’t identify them when interacting with you. Instead of ignoring anonymous buyer signals, 6sense attempts to analyze and translate them into content recommendations, targeted outreach, and other actions.
Pros: The information-rich dashboard makes it easy to find new prospects to contact.
Cons: There are some issues with integrations, loading speed, and accuracy.
Pricing: By inquiry.
Reviewer Says: “Just make sure to use all your resources and look at all of the information available through the tool before reaching out to a prospect. It can help a lot with conversations.”
Genesys Cloud CX is primarily designed for call centers and voice communications. It offers AI-powered personalization and insights for seamless messaging across all channels. This platform uses real-time analytics and live dashboards to convey important context and details to your sales team.
Pros: Excellent audio quality on the VOIP phone tools.
Cons: Occasionally produces some errors and glitches.
Pricing: $75, $110, or $150 per user, per month, depending on your chosen plan.
Reviewer Says: “Once you are familiar with the best way to search for calls and how to utilize a call page to get information, then the software is easy enough to use. In terms of profile information for agents, it works well.”
The Thunderhead ONE Engagement Hub is another platform that uses AI to help sellers understand the journey their buyers are undertaking. Thunderhead ONE uses listening tools to identify customers and their intentions. Then it builds adaptive profiles to help salespeople and marketers engage them in more relevant conversations.
Pros: AI-powered insight visualizations are provided.
Cons: Some users report issues with code merge and automated deployment.
Pricing: By inquiry.
Reviewer Says: “Very pleased with their support and willingness to work with us to ensure a successful implementation and rapid realization of benefits.”
The Alterian Real-Time CX Platform uses fast, predictive analytics to inform effective orchestration efforts across your marketing campaigns and messaging channels. This platform is intended to help you deliver consistently relevant, personalized experiences at every customer touchpoint.
Pros: The journey orchestration playbooks can be very helpful.
Cons: The pricing is on the expensive side.
Pricing: By inquiry.
Reviewer Says: “Our employees appreciate the speed, ease of learning, and customer service the software offers.”
This all-in-one platform offers a vast arsenal of marketing tools. It can easily leverage the data in your HubSpot CRM to generate sales insights and guide your content personalization efforts. The Marketing Hub’s features go beyond journey orchestration, covering most of your bases for a modern digital marketing campaign.
Pros: An intuitive interface with loads of features and customizable templates.
Cons: Challenging to find your desired features or options.
Pricing: The starter plan is $45 per month, $800 for Professional, and $3,200 for Enterprise. There’s also a free version and free 14-day trial offers for the Professional and Enterprise plans.
Reviewer Says: “HubSpot’s Marketing Hub is very clean and easy to use; it is also relatively fast. One can see that a lot of thought has gone into building out the system.”
Built as a platform for individualized customer experiences across various channels, Insider connects disparate data points to gauge customer intent and predict future behavior. It enables sales and marketing teams to personalize even the most minor interactions.
Pros: Insider gets high marks for its knowledgeable and attentive customer service team.
Cons: Loading times are occasionally slow, and learning all of the ins and outs of the platform can be challenging.
Pricing: By inquiry.
Reviewer Says: “We like how Insider offers the whole package, from integrating the platform to analyzing user behavior, creating 1:1 journeys, and collecting customer feedback.”
Designed to be a smarter ABM platform, Demandbase leverages account-level insights to help marketers and salespeople minimize irrelevant interactions. This platform helps you identify the right individuals to target through predictive analytics, then engage them more effectively.
Pros: ABM-focused, highly customizable, and provides accurate real-time insights.
Cons: This platform has a fairly steep learning curve, which can feel daunting for new users.
Pricing: By inquiry.
Reviewer Says: “Ensure your entire team is attending appropriate meetings and training requirements, it will make the tool more powerful and your team more successful.”
Madison Logic Platform is another ABM-focused solution that finds the most influential buyers to target and uses data insights to convert them as efficiently as possible. By using content syndication, social advertising, and other online channels to get your messages across, this platform strives to boost engagement and shorten sales cycles.
Pros: A reliable platform with a robust UI.
Cons: The customer personas aren’t accurate at all times, and the dashboard doesn’t display all the information you might want.
Pricing: By inquiry.
Reviewer Says: “We are able to turn the intent signals that Madison Logic provides us with into leads with a real business potential.”
Mapping out the journey that buyers take through your marketing content is an excellent strategy to better understand what they want and what they’re thinking, but your efforts can’t end there. The next step is to orchestrate their journeys, which requires accurately predicting where they will go next and how they will respond to the content you provide. To do this effectively, you need software platforms that can orchestrate the buyer’s journey to a successful conversion.
The proof of optimal orchestration is in the results. Trendemon can identify content assets with a verified track record of generating revenue and conversions and deliver them for maximum impact. Sign up for a live demo to see how Trendemon can help accelerate your buyer journeys, close more deals, and keep your sales pipeline full.