Name: Why GTM Orchestration Breaks Without Contact-Level Execution
Uploaded: 2026-05-06T17:30:49.763Z
Duration: 1 h 4 s
Description: Why GTM Orchestration Breaks Without Contact-Level Execution

Transcript for "Why GTM Orchestration Breaks Without Contact-Level Execution": Hello, everybody, and welcome to today's webinar, why go to market orchestration breaks without contact level execution. We're going to give everyone just a few more seconds to file in, and some of you are already engaging in the chat, but we'd love to hear from you all. Say hey. Tell us where you're dialing in from. My name is Kayla Clark. I'm joining from Charleston, South Carolina. So we'd love to know where the audience is joining from. Oh, hello. All over. Wow. That's so fun. Okay, guys. Let's let's get started. So we have a pretty packed agenda today. We probably will run the full sixty minutes for today's webinar. This session is being recorded. So if you are registered and watching this later, thanks for joining us. Those of you who are here, thanks for taking the time, and we'll make sure this recording is sent to you. We are gonna answer questions as we go through the webinar today. So just as you are engaging in the chat, next to that, you should see a q and a tab. So as you have questions, please submit them there, and we'll make sure we get answers as they're submitted. Okay. So what are we gonna talk about today? First, we are going to start with a panel discussion, and I'm super excited to introduce my colleagues here in just a minute. We're going to break down traditional go to market orchestration and where it normally breaks. Then I'm excited to share some new releases from inFlow two, some exciting enhancements that we built to intentionally address some of these go to market orchestration obstacles that we'll talk through in our panel discussion. And then we'll close out today with a real playbook, so leave you with some actual tips and tricks on how to win the market before they're ready to buy. So I am super excited to be joined by the best panel today. I again, my name is Kayla Clark, and I'm the head of product marketing and life cycle marketing at Inflo two. And today, I am joined by Ed Vander Bush, senior manager of ABM at LiveRamp, Devin Reed, CEO and founder of the Rita Reader. Sorry. And then Anya Simplest, head of ABM at Inflow two. Guys, super excited to have you here today. Likewise. Yeah. Amazing. Alright. So I wanna kick off this panel discussion. And to set the stage, I actually just wanna ask a really simple question before we dig into any of the content. And the question is, what is go to market orchestration? What do you think of when I say that term? Is it tech? Is it strategy? Is it both? So my first question is to the audience, if you have an answer to that, feel free to weigh in in the chat, But I wanna invite our panelists to share their opinion on this. So, Devin, I'll start with you. What is go to market orchestration? Yeah. I'm excited to see what people put in the chat because I feel like it could, could have a lot of answers depending on, you know, kind of your your approach to to go to market and and also, like, your company stage. So, I admit when when GTM orchestration kind of first, you know, became a thing and became became kind of mainstream in our world, it felt a little intimidating. Like, go to market orchestration. There's an acronym. It's a lot of syllables. So I always try to kinda, like, simplify it in the most, you know, easy to understand way for myself and then obviously to to help others and and other clients that I work with. So to me, it's in its simplest form, it's your game plan for winning your market, and it has three key parts. The first is set your strategy. Right? So who are you going after? Why are why are we targeting this group? How are we going to help them specifically with our product and with our, with our with our content and our marketing activities? Two is designing the plays. So how do we build journeys, at the buyer level, not just targeting accounts? And how do we think about the different messages and content that we're going to create, including events? And then the third is just running the play. So how do we actually execute across those channels? The the probably biggest, you know, misstep or or kind of mistake that I see really often in b to b marketing is kind of like skipping through one and two and trying to get to three as quickly as possible. And I I think it makes sense because a lot a lot of pressure, right, to to perform. There's not a lot of time. We don't have a lot of large margin of error. So it is kind of tempting sometimes to skip through some of the strategy and design work to get right to the execution. But I believe that orchestration is a strategic discipline first, and then technology, you know, kinda comes later around the execution phase. Amazing. And, Ed, what would you have to add to that? Yeah. I I I I really appreciate what what Devin just articulated. You know? And I think at the core of those steps are are people. And, you know, sometimes as marketers, I think we can think about audiences and we can think about segments and groups of accounts and reports and Salesforce. And, we forget that there's people just like us on the other side. And helping to understand what they're after and what they're trying to solve is really at the core of how we orchestrate the team around providing the right value to each of those, to each of those people. And what what are they trying to solve? What's driving them? And something else I've been thinking about recently is, you know, we've always said as as account based marketers, as marketers, you know, like, strategy always drives tech. You know, we don't start with technology. But I've been thinking about the way that the market has changed, even in the last few years, but certainly since I've started, doing ABM about ten years ago, is knowing what's available to us, understanding what the technology is capable of doing is really helping us to unlock what's possible in our strategy. Things that we're able to do now, signals that we're able to see resolution of, things that we couldn't have done even a couple years ago. And I know that's really changing how I think about building strategy and and getting the right messages to the right people. But, really, I think, you know, to sum it up, I think orchestration is how do we tie the right value to the right people and make sure that their trip through that customer journey is one that adds value to their work. Yeah. Amazing. And already from what I'm seeing in the chat, there's mentions that tie into both of your explanations, so that's great. Anya, what about you? Should I just say, yeah. I agree. No. But, honestly, I think go to market registration is a lot of big words. And being the practitioner who actually needs to execute on this, I you know, what does it look like? What is it? What are we trying to achieve? And I agree with Devin that the strategy stands at the core because if you skip the strategic part and the planning and the analyst analysis, then you'll do all of the execution and then have zero results or, you know, unsatisfied, you know, bad results. But, honestly, I think apart from technology and orchestration, it involves a lot of human interaction. And human interaction, I think, is the hardest part. Marketing, sales, customer success, all of them working together, working from the same data, working with the same people, and bringing relevancy at every stage. I think this is the toughest part of the of orchestration. And I think, I mean, for me, personally, this is, like, the main challenge of navigating every stakeholder in this. Yeah. Amazing. Thank you all for sharing your unique point of views. And I think what's most interesting is they all kind of naturally fit together. And I heard a lot of mention about the human element. So that's something that we'll continue to talk through, throughout today's presentation. So I want to pull us out of the b two b world for a second, to just set some additional context around this example of the buyer's journey. So in the, the kingdom where the Mario brothers live, they have decided that they're ready to modernize their kingdom with AI. Okay? And Mario has started doing his research. He is sick of being pixelated and behind the times. So his priority is speed, and he starts researching for fast AI implementation. Then Luigi joins in with a completely different priority in mind, AI safety. As they continue their research, the engagement score for their account goes up. And if this was following standard account scoring, they likely move through standard stages of awareness, consideration, and then finally, decision making. So as they have done that research, their score has gone up, and they've hit that threshold of decision making. So their account is now being flagged as in market, which now triggers orchestration workflows and sales starts reaching out. So all is good. Right? No problems here? The problem that is that by the time those workflows were triggered, by the time sales started reaching out, they had already made their decision way earlier in this timeline. So the moment to actually influence their decision had already happened. Those moments have passed. Plus, there was no visibility into who is actually interested in what. So Mario got messages about AI safety, and he wasn't really sure why, so he completely tuned them out. And this is totally expected behavior. Eight out of 10 buyers will actually completely ignore messages that are irrelevant to them. And I think what sticks out to me the most with this stat is it's not name personalization that grabs their attention. That's not what wins our buyers these days. It's messages tied to the topic that they actually care about. So not only did Mario get messages that were irrelevant to him, but sales even reached out to Princess Peach who no longer lives at this account anymore. And in a recent survey, Amplitude ran with over a 100 b to b marketers. 60% of them said that figuring out what a signal means and who to focus on is actually one of the hardest parts of acting on it. And reaching out to Princess Peach is a great example of why not knowing who engagement comes from can be pretty problematic. So in reality, the buying journey is super complex. People change priorities, buying group shifts, and somehow orchestration has to keep up with this. So now I want to distill this into a core a few core problems and invite our panelists to weigh in. And I wanna kind of go back to the beginning of the story and start with the first problem we saw, which was this critical latency problem. So when you collapse buyer behavior into an average and rely on an account score to be met, you're waiting to take action and often missing those key moments to engage with buyers while they're still in motion. Someone could have engaged with Mario or Luigi earlier in the process when they were still doing their research. So I'm gonna pause here, and, Devin, I will start with you. What what do you think of this? Well, one, I love the Super Mario Brothers, through line and theme today, so I just wanna give that a shout. That makes me that makes me smile. Yeah. I think you know, having been in sales, by the way, you know, I was in sales before I was in marketing. Like, I was on the, receiving end of, you know, MQLs and SQLs and all sorts of different things. And I'd kind of learned, like, you know, some are some are really qualified and really ready to go and others aren't. But that's kind of just like having one single value. Right? It's is or is not in MQL, but there's kinda different levels to it. And so, you know, I'm I'm it's almost silly to admit, but when I was getting started in marketing and I was, like, moving over from sales to marketing, I'm like, alright. So, like, I I kind of like MQL was like a universal currency. Like, you know, all the companies agree to what an MQL is. But, really, it's more of, like, kinda like national currencies. Right? Like, what Influetooth considers an SQL versus LiveRamp versus, you know, my last company Clari or Gong. Like, those are all quite different things. And so I kinda thought of, like, well, you know, no no buyer or no person wakes up at any day and is like, you know, I feel I feel like an MQL today. I think that's I think that's what I'm feeling like. I'm pretty ready or SQL. And so instead of kind of tracking just MQLs, SQLs, etcetera, you know, which are internal labels that we create and debate, I I actually prefer, kinda going a little bit old school. I don't know if anyone heard of Eugene Schwartz. He's a direct copywriter from the nineteen sixties and seventies, but he, he had a different framework that I find more helpful, which is, kind of the five stages of awareness. So there is unaware, problem aware, solution aware, product aware, and then most aware, which is, like, super ready to buy. And so I always think of that when you shared the example of, like, Mario, you know, why am I getting AI safety messages? Because a lot of times, I think we, you know, kind of, you know, go attack a prospect or or an opportunity with the wrong message, and then we get confused as to why deals get stalled or we have low conversion rates at the top of the funnel. Yeah. Absolutely. And I know you planted a little seed there, so we'll dig more into that framework later in in our conversation today. I didn't go too deep. Yeah. Yes. Just a tease. Ed, what about you? Yes. And I I I was thinking as you were going through that, Kayla, you know, thinking through Mario Brothers, I I feel like we maybe we had an opportunity to have Goombas. and Koopa Troopers, if I'm remembering the lingo right. Those are the hidden the hidden stakeholders who creep in and, like, throw the entire buying journey off off course. Right? But that's that's that's so I love I love how Devon framed that up. You know, and lately, I've been I've been talking about this as engagement is really a continuum. You know, there's really not a single stage. There's not, like, kinda like that moment. I love I love how Devan said, like, you you you wake up and you're like, oh, I'm an MQL. But different things happen across that continuum that are different levels of engagement. And, you know, how do we think about how a person is engaging with us as a brand and really, again, around that mutual value? Like, the value that we're trying to create out of those solutions is is so important. This has been a really real topic for me, especially kicking off. We just kicked off our fiscal year. I'm just back from our sales kickoff, which was last week, and there's always discussion around metrics and playbooks. And, you know, we're talking about, you know, what about inbound leads and, you know, where are those right moments to reach out and when when is something impactful for our partners on on the sales side? You know, it is waiting for someone to do enough things, the right move, or do we enter the conversation earlier? And I think when we start to think about that, and, you know, I was I was reminded again, our our CMO did a fantastic job laying out, in in her talk, at, our sales kickoff, the latest numbers about when buyers are engaging with with a brand. And it's after they've done their research. It's after, really, they've probably hit some of these stages, you know, if we wanna talk about stages as moments in time. You know, and and they're also bringing this preconceived notion of who they who the preferred vendor is to the table. And so really our moment to to influence, our moment to have impact on that journey is is sooner. And I think that changes our mindset from trying to land a meeting and open an opportunity to when is the right time to bring that consultative value to the table to help impact those questions that, you know, as a buyer, we come to the we come to the table trying to solve a a problem, something that's keeping us up at night, something that we need, a hurdle we need to overcome, if you will. And when is the right moment to have someone step into that and say, hey. I I know a little bit about this, and let me share that knowledge with you. Let me help you in your process. And I think it changes the process of when of how we provide value to, to our particular, our customers. You know? And I love the line that journeys collapse into averages, and this makes me think about the evolution of account based, over the last few years. And I I was just thinking about this last week. I wrote about it on LinkedIn on on on Monday, I think. You know, I was we were in the same location for our SKODIS here as we were about four years ago. And as I was having the same I was having conversations with some of the same people in the same spaces, and it reminded me of four years ago, I was probably talking a lot about account based signals. And sellers at the time were like, Ed, that that's really interesting, but some of these enterprise accounts have 30 teams with the same function. And this really does I mean, the journey's collapse and the averages is so it's such a such a key way of saying that. But now when we're able to talk about people and the problems that people are trying to solve, that we're able to really align and lean in to the same problems. Yeah. Absolutely. I love those real life examples too, Ed, and thinking about, like, the evolution you've seen even in the ABM world with being in the same location you were a few years ago. That's great. Anya, what about you? I I actually wanna give a very, practical example that, now an MQL today is not what an MQL was, like, five or six years ago. I think when we come up with the scoring and those models, we're just trying like, it's natural. We're just trying to make sense of human behavior. Because when you're in marketing, you're, like, overflown with amount of data or, audience. And you're like, how do I make sense of this? How do I build some sort of structure to it? And that's why we came up with the funnels. That that's why we try to think about an account as a as an organism together. But I wanna give, like, a very it's a personal example. I'm being prospected a lot and now right now, we have I have a pain point. I want to have a new vendor for our landing pages for ABM. And, I have shown some interest, and I had Webflow reach out to me. And by the time so they were very effective with actually capturing my interest. So I had a demo. I had a solutions walk through. However, internally, because this is, like, a whole project and the buying group is very big, obviously, we're not ready to move forward with it. Right? So from the sales standpoint, it seemed like, you know, are were they successful? If if my, you know, if my plans changed, do we think they wasted their time or do we think they got value out of it? And I personally think that they got a lot of value out of it by capturing my intent before it was shut down simply because if I have a pain point at some point, I'm probably gonna have it again. And once the rest of the buying group is ready, Webflow is gonna be so ahead of the rest of the competitors because I've already dedicated my time. Like, they have captured my engagement at the right time when it was relevant to me. And even if it loses relevancy, how, you know, very often, like, things change so fast in our industry. But, I think that catching that signal without waiting for the rest of the buying group to show interest and go to the workflow website and download stuff, I think they've literally created a champion inside of the account, and in the future, it's gonna really benefit them. Like, a shout out to Webflow reps. You you showed all your car your cards, Yeah. Sonia. Yeah. No. Give me a but this is really, you know, when when we're just waiting for people to be interested enough, we are a you know, it's completely their responsibility whether they like us or not and what. they learn about us. Right? So I think capturing intent, capturing the signal when it's there, and making sure you're relevant and making sure you're there for them, and interacting with them, I think, is very, very important. Yeah. I completely agree. And that's an awesome example of reaching out to a buyer when they're still in motion because had that delay happened, you would have already moved on to other things as you already mentioned. So I think that's a great example and a good segue into our next core problem that we identified in the story, which is around personalization. And this was kind of back to the idea that if you don't know who engagement is coming from and what each unique buyer cares about, then you can't actually deliver relevant messages that will move them forward. And we saw this when Mario was getting messages about the topic Luigi cared about, and he tuned them out. And we even heard this in some of the examples that you all shared and, Ed, that example of reaching out to a company that has, like, 30 marketing teams. What do you do with that? So let's let's break this down a little bit, and, Ed, I'll I'll start with you on this one. You know what, Kayla? I often talk about when I'm talking about ABM and I'm talking about personalization, I often tell a story about a time when I experienced bad personalization, and I I won't tell it now. But it it I had a physical and emotional reaction to it. I was I felt almost disgusted about what happened because it was just such a mismatch. And it occurred to me, I was walking back from my mailbox, and it occurred to me that this is what I'm supposed to be doing. Right? I'm supposed to be delivering those experiences that delight and that just resonate. And to land to the right message, you really need to know your audience. You need to know what they care about. You need to remember again that they're people, and they're people that are trying to solve something. And what is that next logical step? What is that next logical message to cause them to lean in? And just this morning, I was on a call with a seller I've worked with for years, just great collaborator, and we were talking through a problem. And it really came down to the right level of personalization and really stepped into the account the account journey and the the the thing that we're trying to accomplish. And by adjusting the level of personalization and talking through it, we were really able to align around the right value and really lay out the next couple stages of the sales process because we were aligned around personalization. And those are conversations that wouldn't happen if we weren't talking about how to deliver that story at the right level. Yeah. Absolutely. Again, another great example of how that visibility into where engagement is coming from not only allows you to deliver those personalized messages, but it gives it gives that seller clarity, right, on how to what they can actually do with it. So that's a great example. Devin? Yes. I have a, similar ish story to to Daley, Robinson, great initials, by the way, where I was I was Yoshi. And this got me so excited, to when we connected a few months ago, and you're showing me what Influen2, is able to do because, you know, we had we had just it was a few couple years ago. Our our team had just launched, you know, ABM, you know, a few months prior. And I remember that, you know, someone someone hit me up, and they were like, hey. We got, like, we got a hit at Adobe. Like, someone that had, you know, the the Adobe account, one of our, like, top 100 accounts that the company wanted to close, right, as we're going up market. You know, they're they're interacting with us. And I was like, great. And they, like I think they even kinda told me, like, what other piece of content that it was or an ad that they you know, something like that. And, they're they had a request for another piece of content. So they wanted me to stop the press. Right? Of all the things we had going on and had committed to, they're like, we need this follow-up asset immediately. And I was like, okay. I get the urgency, but, like, who who specifically are we sending this to? Just so I I can kind of think of, like, how to create the best asset. Like, who exactly? And the call got really quiet because we didn't know who we're sending it to. And so even if it was you know, there's 30,000 employees, at Adobe. Even if you're selling to 2,000 person companies, right, that's still so many people. So I was like, are we just gonna, like, email and send an ad to, like, all the people? Like, it just didn't it didn't make sense to me, and that goes back to the the Mario and the safety AI thing where it just it just doesn't make sense to do it that way. So I've been Yoshi daily. I know I know that attempt, and, it just doesn't work. And so that's why I think the contact level is just so so important where it's like, oh, great. We can actually be precise, send the right message to the right person, which is a huge advantage today when, to your previous point, like, how how often are we just inundated with things that just don't matter and aren't relevant to us? Yeah. Amazing. I can I can feel that moment you just described of asking the question, who are we sending this to? And everyone's like, I think that probably resonates with a lot of people listening in. Anya, what about from your Can we get it by Friday? Yeah. I was, That's the answer. Can we get it by Friday? I was actually in a different situation where I knew exactly who I needed to send it to, and they wouldn't read their email, and there was no other way for me to deliver that piece of content to them. So, you know, it works both ways. And, something that I wanted to mention here is that, when we hear the word personalization, we kinda take it to the personal level. So it's, you know, we like to add their logo, we like to add their name, we like to add their geo. But if those things don't actually change what you're selling to them and what you're telling to them, you're just giving them information that they already know. Like, they already know their name. They already know who they work for. And if they click through and they see something irrelevant, which is a possible thing because unless you had a real conversation with them and you know what's going on, you're just assuming, first of all. And second of all, it feels like if there is no personalization, it kinda feels like a waste of time because it like, the whole thing looked so personalized and then, you know, personalized wrapper with a very generic messaging side. And that's also a disappointing experience for a prospect. And, also something on the practical side is because I work for Influitude, I have this precision. And I've been putting logos on ads for a long time to show to demo the precision of Influ two, basically. And at first, it was resonating so well with the audience, but now everyone kinda learned that a lot of companies are now able to do that. And they're like, So I see a very a very, noticeable decline in the CTR unless the message actually resonates. And I see that messages that resonate with the right audience without the logo have a lot higher engagement than those that look personalized. So they need to be actually relevant to feel personalized rather than just have the cute wrapper of personalization. Yeah. Really solid use case and example of how that plays out. I also love the way you think about personalization, Anya, of, like, giving them information they already have. Like, yes, I know my. name. It's like you. yeah. Yeah. Okay. So last problem I I kinda wanna break down together, and we didn't even really touch on this example in the Mario Brothers storyline. But I think it's one that will really resonate again with many of you listening in. And this is really tied to the idea that if you can't actually see where engagement is coming from or how your actions are driving buyers forward, there's no real way to measure influence. So your reporting kind of becomes a story that you tell your leadership, not always a reflection of what actually happened, and I know that's, like, the number one pain point for marketers, something that we always have top of mind. And I know how problematic it can be. So, Anya, as the ABM leader at Influto, I actually wanna start with you on this one. I know you have a good perspective of what it's like, both with and without this contact level resolution. So tell us a little bit about how this resonates for you. Yeah. Reporting and marketing was very cool and fun until 2021 when, getting funding became a lot harder. So when you're not getting funding for free, it's kinda, okay, what's actually working? And this is when everyone started really looking at reporting, really looking at influence, and, you know, figuring out what budgets could be cut, what budgets should be increased. And when when you're in marketing and you don't have that level of precision and your reporting is kind of a black box, it's very hard to prove your influence because sales have a very solid case. Right? You're working on accounts together, and sales have a very solid case to show because they like, every email is recorded, every call is recorded, every interaction that they have is recorded in the CRM. While with the marketing, imagine if I just come up and I say, hey. I targeted Adobe for two months. And they're like, cool. So, so if you don't have if your reporting is a black box, as a marketer, you're I've you know, you're forced to create additional decks. You're forced to create additional explanations of how this is actually driving value because people don't actually understand how, you know, a black box is driving value. And your yourself, you're like, did I influence it? Because you have no way of actually checking that. Right? So, visibility gaps is a huge pain point, if you only have, access to account based reporting, especially if you're selling to larger accounts. Yeah. 100%. Ed, curious your perspective on this one. Anna, I I feel that. Like, I yes. A thousand percent. And I think, you know, especially as ABMers, like, I I wanna I wanna t shirt that says, like, your attribution model is broken or or something like that. Like, other marketers, please, like, let's let's put those t shirt slogans in the chat because, like, No. we we we all feel this. We wanna measure what matters, and we wanna prove value back to the organization. Like, we wanna go to our sales partners, and we wanna go to our leadership and say, look what we've done. Like, and this has really driven true value. But we know that the journey is more complex than that. And, you know, having recently been on the buying stage the buying side rather, from initial conversation to signing the deal, I've been surprised at how many twists and turns that deal took even being on being the buyer, right, and understanding kind of the different seeing behind the curtain. And so I love collaborating with sellers across the pursuit team, and it's amazing how often I'm able to bring contact level signals to the table and say, this person has engaged. And sometimes they're like, I didn't even know that person existed because they're not in the core buying groups that I am currently talking to, and we're able to drive multithreading through those signals. So measurement at the end shows impact, but measurement throughout shows progress and helps us to avoid some of those, some of those pitfalls that Mario might fall into. Yeah. Such a great example again. Devin, close us out. What do you think? I mean, this speaks to my soul. I have spent years and countless hour like, over a span of years and countless hours justifying, my work, and the impact of content because there's that gap between, you know, engagement. Right? Like, you know, you know, website traffic, engagement on, you know, LinkedIn or email clicks and all those things. There's, like, the sweet engagement that we all like. And as marketers, we know that engagement will eventually, you know, convert into pipeline, which you know, take it takes time, and I know there's lots of data around that. But the challenge is, you know, when you're in a high growth startup or just high expectations for marketing, you know, you know, executives don't wanna hear just wait. Here's engagement metrics. Just wait. It'll show up. Right? They wanna know the pipeline. And so that gap has has been challenging for me, for for many a time. I I remember one time he even told my CEO, you know, we just we had to do a little bit of, leap of faith marketing. Just a little leap of faith. That didn't go super great. He didn't really wanna hear that. He wanted to see proof, you know, and data. And so I definitely feel this. And so the challenge is, you know, when we don't have that insight, when we can't point to something or, you know, show that through line of our activity and the engagement into leads and pipeline, it it isn't just frustrating. It can kind of cause, like, a credibility. You know, we lack credibility, as marketers. We don't really you know, we're not armed with the information that we we need and kinda deserve in my thing. So, yes, the long story longer, I totally understand the the gap here, and I felt it. And, again, one reason why I'm really excited about this product. Yeah. Amazing. Add the leap of faith marketing onto our list of t shirt slogans. Right, Ed? So we'll we'll get we'll get that going. Amazing. Well, thank you all. for for weighing in on that. I wanna know how this resonated with the audience. So I'm going to launch a poll. So let me get that going. So you should see this next to your chat and and q and a. Let us know which orchestration challenge resonated with you and your team the most. Was it latency, personalization, measurement, all of them? Curious to see how this shakes out. Okay. Lots of votes on measurement. So, yeah, all of those examples of trying to, demonstrate our impact with not the right resolution of data is something that I think keeps a lot of us up at night. Give it another minute. Yeah. Measurement by a long slide, landslide, personalization, latency. Okay. Great. So what I want to kind of leave us with, to conclude this discussion is really just summing up the idea that orchestration only really works when it reflects each buyer's unique context. That's a theme that we saw threaded throughout each of these pain points throughout the Mario example, and even the great examples that our panelists shared. So with that, we are going to transition to talk a little bit about what we've been building at Inflow two to solve for this. And I'm super excited to unveil our newest features. So I'm gonna give you a little bit of a preview, and then I will actually jump in and do a quick product demonstration to give you a look. So let's let's start with this idea of, contact level context. So we talked about the buyer's journey needing to have information about our buyers, who they are, what they care about, and that's where we're kind of starting this unveiling of the new features. The first thing that we're releasing is cross platform context sync, and this is built around the concept that there is a lot of great contact level intent signals and engagement signals already available within inFlow two. But we recognize that there's also really valuable marketing activity data likely in your HubSpot instance, possibly in Salesforce. So you are now able, starting with HubSpot, able to sync that context into Inflo two to create a fully unified view of buyer behavior that ensures all of those high intent moments are acted on and taken into account when crafting this go to market, crafting these buyer journeys that we'll look at here in just a second. And if you remember at the beginning, I shared that over 60% of marketers said that just figuring out what a signal means is honestly one of the hardest parts of taking action on it. So we are also introducing signal to topic matching. And what this does is it automatically maps signals to a top line topic of interest. So you can really easily see where buyers are leading and use that to trigger the next best action in their journey. So back to our Mario example, there would be a very clear signal to us that Mario is interested in fast AI implementation. There would be no guessing about what Mario cares about, and we can use that in his buying journey. Okay. So now that we've covered kind of all the ways that you can gather and unify that contact level context that you need to craft the journey, it all comes together with omnichannel orchestration. So Inflo two has always focused on creating dynamic ad journeys that adjust as buyers take action. Now we are introducing the ability to use all of that context contact level context to guide different actions across channels from directly inside inFlow two that adjust as buyers' actions change. So what does that mean? It means when your buyer signals that they are interested in a particular topic, you can change the content that you're serving them across ads. You can adjust or enroll them in email sequences, add them to marketing campaign nurtures, all directly within inflow two so that all of those channels are connected together and intentionally hitting the buyer at the exact right moment with the exact content that they've signaled they're interested in. So we're really excited to demo this for you here in just a second. In the omnichannel orchestration, this kind of unlocks a newer use case, because now you can use that buying journey to keep your Salesforce campaign member statuses updated in real time. Meaning you have a constant and accurate read on how your campaigns are performing and influencing revenue without any manual work. So tied back to that measurement problem, there's no extra steps that you will need to take to ensure the campaign member status is updated. It will update automatically as buyers move through their journey, and I'll show that here again in just a moment. Okay. Let's transition into the product and take a look. Okay. Amazing. So what we are seeing here is a new business program that I have created in inFlow two. What this means is this is the program that I'm using to nurture key decision makers at my target accounts, and I am starting them in a warm up journey. This means that I am simply sharing content to introduce them to my company, my overarching value proposition. And as I mentioned before this release, Inflow two has always centered on the idea that we want you to be able to dynamically adjust ad content automatically based on buyers' behavior. And that's essentially what you're already seeing on screen. So let me kind of talk through this example, and I'll show you how to layer in the omnichannel orchestration that's new with this release. So in this example, we are showing a general value proposition to our target audience, and we are saying, okay. Maybe they'll take action. Maybe they'll click on the ad, but what if they what if they don't? We're going to say that if they see this ad 15 times, we're going to change up the content that we're serving them. So we're going to start showing them a different value proposition, a different ad creative after they've already seen that first one fifteen times. Now I can weave this into other channels, and I can say, well, they didn't take action on that ad. So I actually wanna hit them with emails as well. So from inFlow two, I can come in and automatically enroll them in a HubSpot list that will add them to my prospect nurture. So to take a look kind of at the back end of how this is controlled, you have so much control to set the criteria for how buyers move through this journey. And so back to this initial example, once they've seen this first ad 15 times, we're going to move that in them into that second step. We show them a different ad, and we enroll them in our HubSpot list. What happens then? We're going to use engagement from that warm up stage to dictate when they move into what we'll call active outreach, and let me talk through that. So we might say, okay. If they click on that email in HubSpot, I wanna go ahead and move them into this active outreach stage. Or if you remember the topics of interest, the signal to topic matching, What that unlock unlocks for us is when a buyer signals interest in a particular topic. That could be clicking on an ad, but it could also come from Influ two's contact level intent signals. That might mean one of our buyers searched for a particular topic, or maybe they were on a third party website consuming relevant content on this topic. They have signaled in some way that they're interested in this topic. So those are going to be our triggers to say it's time for sales to start reaching out to this target. And, again, back to the Mario example, this is how you hit a buyer with the right message while they're still in motion. So in this example, they have taken action. Maybe they've clicked on the email or, again, we detected an intent signal that says they're interested in one of my key topics. So now I wanna do a couple of things. I'm gonna go ahead and remove them from that nurture because we're going to transition from marketing nurture into active sales outreach. So what I'm gonna do here is I'm going to add them automatically to a sequence. So these are this is an outreach sequence that my team has already created, and I am determining the exact right moment for when targets are enrolled in this sequence. And the keyword here is automatically. Anya will talk a little bit about this spoiler alert in a few minutes. But this eliminates any manual handoff. This means you don't have to ping your SDR leader to say, hey. These are the top the targets that are ready to be engaged. Pass them to your team. I think we've all been there. It takes a lot of time, and that little amount of time or a lot of amount of time can miss that moment to engage with the buyer. So this this does it handles it automatically. You do have levels of control here. So I can decide to remove targets if they're enrolled in other sequences, or I can ignore them if they're already enrolled. So lots of elements of control. So now I'm in active outreach. My SDR team is engaging with these targets. We have ads that are providing air cover, kind of introducing them to our SDR team. We have a sequence running. All is great. I can also move into let me go back to the journey. I can move targets into a new stage based on opportunity status or stage. So let's say an opportunity is actually created. Okay. I'm gonna change my content strategy to providing air cover to help move this deal along. So in this example, maybe I wanna go ahead and ensure that my Salesforce campaigns are updated automatically, again, to ensure that my reporting, my measurement is always up to date automatically. So in this example, I'm going to find my relevant campaign, change the status. And, again, as buyers move through, all of these actions are triggered automatically. A few additional things to call out. You always have visibility into how your targets are dispersed throughout the different steps and stages in your journey. And because inflow two is always about contact level precision, you will always have visibility into exactly who you're targeting, if they've seen your ads, if they've clicked, if you've detected any intense signals. So that that pinpoint that we talked about in the Mario example of just really not knowing who information is coming from, where engagement has sparked, what they're interested in, you have that full level of visibility directly inside in BlueTo. Okay. Let's come back. I'm happy to comment on this. One more announcement, and then it's all you. K. K. Let me get this going. Okay. So, before we invite the panelist back on, I just wanna also use this moment to introduce one more new capability, website visitor identification, which is now in beta for active Inflow two audience scope customers. So this new signal joins our existing set of contact level intent signals across search, third party content, social posts, and ad engagement, And it gives you clear visibility into who is visiting your site and what they care about so you can confidently guide the next step in their journey. Now there are other tools that do website visitor identification, and candidly, our team just really wasn't satisfied with the level of false positives that a lot of them can produce. And when you sacrifice signal quality for volume, ultimately, that erodes sales trust, and that's a trade off that we're just not willing to make with any of Inflo2 signals. So we've built ours to meet that same standard as the rest of the Inflo2 platform, prioritizing accuracy, precision, and trust over any type of inflated volume. Okay. Panelists, let's let's bring you back. I showed a lot of what's new. I talked through some kind of sample examples of how to use them, but really wanna invite your point of view now that we've seen how you can execute with contact level precision and and just get your take. And and I'll I'll start with you. You know, there there's so much here to react to. You know, if you're if you're in the business of selling any kind of complex solution or or or different solutions across the different product lines, signal to topic matching is is so impactful. Understanding, you know, kind of grouping account level intent signals into topics, you know, maybe helps you prioritize accounts or thinking about the initial story. But when you can bring contact level resolution to that, it changes how you personalize around value entirely. So that that's something I'm really excited about. And having having seen some of these before, there is I wrote a few notes down around some of the omnichannel, and I wanna connect with a couple team members later around just thinking about some of those nurture sequences. And then, of course, Salesforce reporting. You know, I know I think, I work with one of the best mops teams ever, and I know they're gonna be super excited about this as well. So there's there's a lot here to to dive in on for sure. Amazing. And, Anya, I'm gonna jump to you. I know you had some input to share earlier, so I wanna make sure you have a chance to. Yeah. Can I show my slide yet? Yes. And then, Devin, we'll close out with you after. So this this was me. This was my my reaction to this update is I think, the new features and, like, the automatic orchestration that we are introducing is gonna help me get off that bike with Katie. Here is a representation of my daily work with Katie Penner, our VP of sales development, because, right now, without this to orchestrate the right experience for people based on, you know, what they're interested in, what is our communication through different channels like, how did we interact with them at the event. So we just went to a Forrester events, and we have a huge amount of different segments and different relationships that we've built there. And I wanna make sure that the SDRs are all all aware of that. So right now, it involves a lot of back and forth communication, list sharing, micromanagement, excessive meetings, and, you know, the follow-up work after the event is just as hard as the work before the event. So I'm really excited that now I'll be able to actually, you know, just prep the whole flow and let everyone flow through it without any human error and without any, delays that the execution requires. Yeah. I think that's a perfect example and the funniest way to illustrate it. I think, like, the key takeaway there, right, is is getting rid of not only the manual work but the delay so that we're ensuring we're actually reaching buyers, like, right in that moment when they've signaled interest. Thank you, Anya. Devin, do you wanna close this out? Well, one, I'm glad I was on mute because when that gift came up, I was laughing way too way too loudly. It would have interrupted. So that was great and very relatable. I have a lot of notes, but I know we're getting short on time. The thing that I was really excited about, I I literally have, like, a bunch of stuff here. I don't know if you can see what the virtual background was the the active outreach. So what I had I've experienced is, like, handing over a list, like, after an event like this. Right? You've got a great event, lot of engagement, hundreds of people registered and attending, And then you send it over to sales, and maybe they get to it the next maybe they get to the same day, but usually not in my experience. Maybe they get to it the next day, and sometimes there's two to four days and sometimes never, you know, the follow-up action. Yes. Or they're like, yeah. We're ready to go. But what exact email did you want me to send? Or what were we supposed right? So the fact that it's, like, prebuilt and you're like, hey. Look. We're just gonna take this little tile. We're gonna move it over here. Hit our drop down. It's like that is, like, true down so it can say orchestration, but it's like control. It's like the level of control I think we've always had in our heads. Like, if only we could operate in this way, and now there's a now there's a view and a tool, obviously, to do that. Like, to me, it's just solving all those, like, sales versus marketing or the hand off you know, all those hand off challenges that just happen in silos. So I think it's I think it's really cool. Yeah. Absolutely. And when you said the okay. So I'll follow-up with them. What sequence did you want me to use again? It's like, okay. You know, we we there's a lot that can come with that handoff, and this can absolutely just automate and and make that a more seamless experience across the board. Alright. Amazing. Well, panelists, thank you so much for all of your input. We are gonna close out with a real playbook. And, Devin, with that, I'm gonna go ahead and hand it over to you. Yeah. Absolutely. And then, are you gonna switch slides for me just so I know, or am I gonna share my screen real quick? Either one, I can drive happily. Okay. Go ahead. I'll look because I know we're a little a little shy. Okay. Great. So real quick. Last last, thing here, folks. I want you to put a one in the chat. Just a one. The number one. If any of these, if you've said anything in these speech bubbles or if you've heard any of them, this year so far. So one, we're not even in deals. People don't know we exist. We don't we exist. So we're missing out on the evaluations. Two, our win rate is good, but pipeline is broken. So, you know, the classic, like, when we can just get them to see our product, we win. But getting them to that point is really challenging. If you go a little bit up up the funnel, we generate MQLs. Marketing is doing our job or seems like it. Right? But they're not converting. Usually causes some friction with sales and marketing. Our competitor has an inferior product but keeps beating us. I hear this a lot. And then our sales cycles are long and painful. Okay. I'm seeing a bunch of ones. I'm sorry that you're seeing it, but hopefully hopefully today has helped and what we're gonna cover is help. And so it feels like these might be isolated problems, like pipeline conversion, optimization, all that good stuff. But it's actually the the root cause is that we didn't win mind share early enough. We didn't earn trust. We didn't frame the problem. And so as people are getting into the funnel at the very highest level or through, you know, stage one, two, three, it's a lot more painful because we're having to do that trust building on the go. And so that is kind of the underlying issue there. And so I wanna provide a new way of thinking about this. I just like putting people having people put numbers in the chat. You can put number two. I should put number five. Put number five if you've heard of the ninety five five rule. But, basically, this is some research done from, I believe, the b two b, marketing institute a couple years back, which basically has this concept of, you know, there's of your whole TAM, of everyone you could sell to, you know, 5% are in market right now. So they're showing high intent. They're like, I need to buy something. I'm talking to Devin, the salesperson. Maybe you're in procurement. Right? And then you have five 95% of people who are not at all, in a buying cycle or an evaluation. And the problem that I see as I work with, you know, dozens of of different, b two b marketing teams is a lot of the activity and their focus is on the 5%. A lot of times it's like hammering the demo CTA, talking about why you should pick us when they don't even know that they have a problem. And so that is causing a lot of those speech bubbles, and the latency problem as well that we covered earlier today. And so this framework, once you start to understand this and say, hey. We have to have an approach to, one, understand the signals. Like, what are both groups doing? What signals and interest are they showing? Two, what do those signals mean? And three, how do we act on them? Right? So that's what we're gonna cover really quickly in the next slide here. Next slide. Sorry. My fault. I could jump the gun. Yeah. Because 81% if you saw that that sorry. That one stat I didn't wanna talk about was 81% of buyers have a preferred vendor before they talk to sales. So before they go take a demo, they either have a preferred vendor or at least that consideration list. Right? So, earlier, I prefaced the five stages of awareness, by Eugene Schwartz. And so the signal is gonna tell you where that person is at. Unaware is really interesting. To me, it's like, one, are you aware? You you go, yeah. Go ahead and stay here for a sec. Aware, that we even exist. But a lot of times people will be unaware. They'll say things like, oh, that that's just the way it is. Right? You're you might be talking about a problem or a solution. Like, well, the the you know, that's just how it is. That's just the way the world works. And you're saying, like, oh, no. No. No. There's a there's a problem, actually. You're not that's not the way it is. There's a problem, and there's a solution. So we wanna move people through this from unaware to this can be fixed to, hey. There's a whole category of options, and then we're the best one or the best vendor, and then it's safe to commit with us. So if you hit the next slide, these are kind of some examples of what that might look like. So Mario's just hanging out at the beach. He is unaware. He's like, he's not on vacation, but life is good because, like, hey. This is the way it is. Problem aware, you might find it, like, in a, Forbes article or, you know, just some sort of content, you know, that's just kinda shaping a problem. Introducing a problem in our industry, maybe for a specific type of leader. Then later, that person it was we're we're wrong with Mario's on LinkedIn, and he's scrolling, and he sees a new con you know, a new a new product launch. He's like, oh, there's there's solutions out there. A company is talking about solutions. Maybe he's learning about why someone's talking about why they move from one to another. So then he goes, you know what? That's actually interesting. I have that problem. I'm interested in solving it. Let me let me Google search or realistically today probably jump into his favorite LLM. And then moving over to, like, for example, the in Flutu product page. Right? So he's over on a product page. So these are kind of, you know, roughly I know I made it linear. I know we kinda do this, and Mario's a a pretty fun game. But that's kind of the path. Right? And so once we understand that, if we hit the next slide, now it's like, okay. Well, what type of content should we create to, resonate with where people are today and also to move them aside? Right? How do we move them along from unaware to problem aware, for example? So I have I put some examples here. When someone's unaware, maybe that we exist, maybe of the problem, having a strong, clear point of view or some contrarian takes is a great way, to get attention and to get on the map or get on their radar, because it's a good way. You know, content gets high engagement typically, and it also gets shared a lot. For the problem aware, that's where it's really important, and I always say to coin the problem. Name the problem. Focus a lot there. You can tell about customer transformation stories. Again, it's not about our software. It's about their their transformation, the problem they overcame. For solution aware, there's different frameworks and category content. Product aware differentiation is huge here. Don't tell me why you're the best. Tell me why you're different. Tell me why you're unique. Tell me how you do things differently than anybody else and why I should follow you and buy from you. And then most aware is like, okay, we need to we need to make we need to derisk this. We need to seem like the safe, obvious choice here. So I know we're running up on time. I had to go a little bit quickly, but the the action I would say is, one, is start to just, like, let this marinate. Maybe take a screenshot of this. I'm sure they'll send the deck out afterward, but really start to think through this. And the action you can take is to do a quick audit of the content you have, the the events you have in circulation right now. Where are you heavy and solution aware? Or maybe are you light and product aware? And note that these are not necessarily, equal or don't have to be equal in volume. I actually think that problem or content probably has the most overall, amount of people that need to, like, be aware of the problem and reminded of the problem even if they're already a client. And then look at your, upcoming calendar. Look at your content calendar, your marketing calendar. What are we what do we have in the queue, and how does it fit into these buckets? From there, you get a really good understanding of, like, wow. We're really heavy here. We actually just need to distribute this, maybe update and distribute versus, oh, we're really light on problem content. We've we've got maybe, what I see sometimes and fall a little bit too in love with our product and need to go back to the problem. So, if anyone has any, you know, thoughts, feel free to put in the chat. I don't know if we'll have time, but you can always, reach out to me afterwards with the Influ team to to chat more. Amazing. Thank you, Devin. The buying journey is not linear and neither is my slide driving. So thanks for your patience on that. But I just did great. want to close out for today and just say thank you so much to our speakers for joining, for sharing your valuable points of view for our audience, for joining us today and engaging in the chat. If you haven't already, you can visit our website, either directly or you can scan this QR code. We have a brand new page that showcases all that's new, all of the exciting releases that I highlighted today. So definitely encourage you to take a look. And with that, I will close out for today, and we hope to see you all at the next webinar. Thanks, everyone.