Technology companies like to talk about orchestration because it sounds efficient and sophisticated. And, done right, it is. But what many companies don’t tell you is their campaign orchestration is often very limited. In fact, a lot of times, their orchestration looks more like a one-man band than a symphony orchestra due to limited integration with and visibility into the other “players.”
At Lytics, we conduct things differently. We believe that multiple MarTech solutions, working in harmony, can make beautiful music together. It’s why we ensure marketers can integrate our customer data platform with leading marketing tools like Facebook and Salesforce Marketing Cloud (SFMC). In using Lytics to plan your campaigns, you have visibility across your downstream activation channels to build insights-driven audiences. You can start the orchestration of a customer journey in Lytics, hand it off to a downstream tool to start an ad or email campaign, and bring new insights back into Lytics to determine who’s ready for the next piece of content.
This week, Lytics announced an enhanced integration between Lytics and Salesforce Marketing Cloud that allows insights to move seamlessly between the two platforms for multi-platform campaign orchestration. For marketers, this means the ability to map out customer journeys in Lytics Orchestrate and bring all of the customer behavioral insights learned from the Lytics platform to bear on campaigns created in Salesforce Marketing Cloud. Marketers can now use individual behavioral insights to send the right email at the right time instead of solely relying on static decision trees to determine an email campaign’s cadence.
Orchestration isn’t just about fine-tuning your campaigns; it’s a way to ensure that audiences stay engaged. Every step of the customer journey tells us something about an individual: where they’ve been, where they’re going, what they like, and what they don’t like. Losing that individual insight when you cross over into a different platform is like starting the customer journey all over again at square one. With our newly enhanced orchestration capabilities, we’ve found a way to make sure that every step is a step forward, whether it means bringing Salesforce Marketing Cloud data into Lytics to create more relevant customer journeys, or bringing insights from Lytics into SFMC to create more effective email campaigns.
Just like every problem looks like a nail when all you have is a hammer (or a hammerklavier), relying on one marketing tool—or, for that matter, a “suite” of tools from the same vendor—can leave your campaigns feeling one-dimensional. The best customer journeys connect different paths in a way that feels both planned and unexpected. It’s not something that happens by accident, but by thoughtfully arranging the sequence of events to meet customers where they are at that moment in time. If that sounds like music to your ears, talk to us about using Lytics in your business.