Omni-Channel Brand & Demand Programs
Transform your B2B marketing strategy with coordinated, account-based orchestration that maximizes engagement and accelerates pipeline velocity.
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The Challenge with Traditional Demand Generation
Most B2B marketers still operate in silos, treating paid ads, email campaigns, content distribution, and SDR outreach as independent activities. This fragmented approach creates significant friction in the buyer journey and undermines your marketing investment.
When channels don't communicate, buyers receive conflicting messages, sales teams chase unqualified leads, and your marketing budget leaks across non-ICP accounts. The result? Longer sales cycles, lower engagement rates, and frustrated revenue teams.
Disjointed Experiences
Buyers encounter inconsistent messaging as they move across channels
Wasted Budget
Marketing spend flows to non-ICP leads that will never convert
Slower Velocity
Low engagement and misalignment extend deal cycles unnecessarily
The ABM Solution: Orchestrated Excellence
Account-Based Marketing orchestration fundamentally transforms how your marketing programs operate. Instead of channel-first thinking, every campaign, message, and touchpoint is anchored to your named account list and buying committee.
This shift creates a unified brand presence across the entire buyer journey. Your prospects experience consistent, personalized engagement whether they're reading your content, seeing your ads, or speaking with SDRs. The result is dramatically improved marketing ROI, faster deal progression, and seamless sales alignment.
01
Consistent Personalization
Every buying committee member receives tailored experiences based on their role and stage
02
Unified Brand Presence
Maintain cohesive messaging across all touchpoints throughout the buyer journey
03
Maximized ROI
Eliminate budget leakage by focusing resources exclusively on high-value accounts
04
Accelerated Progression
Drive faster engagement and deal velocity through coordinated multi-channel presence
Content Syndication: Top-of-Funnel Awareness
Strategic Distribution at Scale
Content syndication puts your high-value assets—analyst reports, ROI calculators, customer success stories—directly in front of ICP accounts through trusted third-party platforms. This approach ensures your content reaches qualified buyers exactly where they're conducting research, not just anyone who clicks.
The key differentiator is precision targeting. By partnering with syndication vendors that offer ABM capabilities and account-level filters, you guarantee every asset download comes from a named account and qualified persona. Layer in intent data and firmographics to prioritize in-market accounts showing active buying signals.
Partner Selection
Work with vendors offering precise ABM capabilities: Fairway Digital Media, NetLine, Integrate, INFUSEmedia, TechTarget, Madison Logic, Foundry, DemandScience, Intentsify, PharosIQ, Anteriad (Formerly TrueInfluence), and others with robust targeting filters
Intent Layering
Combine firmographic data with intent signals to identify and prioritize accounts actively researching solutions in your category
Quality Validation
Gate assets with enrichment tools like Clearbit or ZoomInfo, then validate mobile accuracy and employment status using Modigie before SDR routing
Intelligent Routing
Automatically funnel engaged accounts into nurture programs, retargeting campaigns, or direct sales outreach based on account tier and engagement depth
Targeted Email: Mid-Funnel Education
Targeted email campaigns deliver personalized, compliance-safe messages directly to buying committee members with content tailored to their specific persona, industry vertical, and account-level behavioral signals. This isn't batch-and-blast email marketing—it's sophisticated, account-aware communication designed to educate and move deals forward.
The power lies in segmentation and personalization. Use marketing automation to segment by account tier, persona type, and real-time behavior. Leverage website visit data, content consumption patterns, and firmographic intelligence to craft messaging that resonates. Most importantly, prioritize Modigie-verified contacts to maximize deliverability and connect rates while reducing wasted SDR effort on bad data.
Account Segmentation
Organize campaigns by tier, persona, and behavioral signals using marketing automation
Message Personalization
Tailor content based on website activity, consumption patterns, and firmographics
Contact Validation
Use verified contacts to boost deliverability and SDR connection rates
Sales Alignment
Sync messaging with SDR cadences to reinforce key value propositions

Pro Tip: Focus on problem-solution messaging that addresses known account challenges, not generic product promotion. This approach builds credibility and advances conversations.
Paid Media: Persistent Multi-Channel Visibility
Maintaining Strategic Presence
Account-targeted display, social, and search campaigns maintain persistent visibility and drive consideration across every buying stage. Unlike traditional paid media that casts a wide net, ABM-orchestrated paid programs focus exclusively on named accounts and their buying committees.
The sophistication comes from dynamic creative and personalization. Run campaigns on platforms like LinkedIn, Demandbase, RollWorks, or 6sense that enable precise account targeting. Vary your creative by account tier, persona, and funnel stage to ensure relevance. Retarget known visitors with dynamic creative tied to their specific behavior and engagement patterns.
Even light engagement—impressions without clicks—generates valuable signals about account readiness and can trigger intelligent next-best actions in your orchestration engine. Personalize landing pages using tools like Mutiny or Clearbit Reveal based on account details, industry, or specific use case to maximize conversion.
Platform Selection
Leverage LinkedIn, Demandbase, RollWorks, or 6sense for account precision
Creative Variation
Develop distinct creative for different tiers, personas, and funnel stages
Behavioral Retargeting
Deploy dynamic creative based on visitor behavior and engagement signals
Landing Page Personalization
Customize landing experiences by account, industry, and use case
Lead Nurture: Cross-Functional Engagement
Coordinated nurture programs are the connective tissue of ABM orchestration. These programs must be account-aware and persona-specific, delivering precisely relevant content at the right moment across email, paid channels, and SDR follow-up. The goal isn't just to engage individuals—it's to build momentum across entire buying committees.
Create multi-threaded nurture journeys that adapt dynamically based on engagement signals. Customize content for Finance, IT, Operations, and other key personas—generic ebooks won't cut it. Use intent data to adjust both cadence and tone; for example, competitor comparison searches should trigger more urgent messaging and faster follow-up.
1
Multi-Threaded Journeys
Build adaptive nurture paths that respond to real-time engagement signals across personas
2
Persona Customization
Develop distinct content tracks for Finance, IT, Operations, and other buying committee roles
3
Intent-Based Adjustment
Modify cadence and messaging based on intent signals like competitor research or solution evaluation
4
Account-Level Tracking
Monitor cumulative engagement across all personas, not just individual lead scores
5
Sales Trigger Events
Automatically hand off to sales when multiple personas from the same account engage within a compressed timeframe
ABM vs. Traditional Demand Generation
The differences between traditional demand generation and ABM-orchestrated programs are fundamental, not incremental. This comparison illustrates why leading B2B organizations are making the strategic shift to account-based approaches.
Metrics to Track for Omni-Channel Effectiveness
Measuring ABM orchestration requires a fundamental shift from lead-level metrics to account-level intelligence. These key performance indicators reveal whether your programs are truly coordinated and driving meaningful business outcomes.
85%
Spend on Named Accounts
Target: Ensure at least 85% of marketing budget focuses on ICP accounts
3+
Channels per Account
Track engagement across multiple touchpoints to measure orchestration health
95%
Contact Verification Rate
Validate data quality with Modigie to reduce wasted SDR effort
Critical Measurement Areas
  • Percentage of spend on named accounts – Ensures budget discipline and focus on high-value targets (Tools: RollWorks, Demandbase)
  • Account engagement across 3+ channels – Validates true omni-channel orchestration health (Tools: 6sense, Salesforce, HubSpot)
  • Persona-specific engagement rates – Identifies influence depth across buying committee (Tools: Outreach, Mutiny)
Outcome Indicators
  • Percentage of accounts moving stages post-engagement – Correlates campaign activity with conversion lift (Tools: Salesforce, Tableau)
  • Verified contact rate – Measures data quality and reduces SDR wasted effort (Tools: Modigie, Clay)
  • Pipeline velocity improvement – Tracks speed from first touch to closed-won
What Great ABM Orchestration Looks Like
ABM orchestration represents a fundamental transformation in how B2B marketing operates. It ensures that every marketing dollar, every impression, and every message reinforces your position in the market and systematically pushes target accounts closer to revenue.
Account-First Thinking
Start with named accounts and buying committees, not broad audience segments or channel quotas
Cross-Channel Coordination
Synchronize every touchpoint to create consistent, reinforcing buyer experiences across the journey
Intelligent Personalization
Deliver messages tailored to role, buying stage, and real-time behavioral signals—not generic campaigns
Continuous Engagement
Build sustained buyer journeys instead of disconnected, one-off marketing touches
Account-Level Strategy
Measure success through account progression and pipeline velocity, not individual lead volume
This isn't just about visibility—it's about orchestrating coordinated, relevant presence across every stage of the buying committee's journey. When executed properly, ABM orchestration transforms marketing from a lead generation function into a strategic revenue engine that sales teams genuinely value and rely upon.