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What Data Orchestration Solutions Mean for B2B and B2C Marketers

January 31, 2018 / Allen Pogorzelski

The enthusiasm for data-driven marketing technologies like predictive, AI, ABM, marketing automation, and personalization tools is driving interest in a new category of technologies – Data Orchestration Solutions. These solutions automate critical marketing processes including things like onboarding data, cleansing and enriching that data, unifying field values across different systems, and delivering to key partners.Now that sounds bland and theoretical, and marketers tend to like things that are shiny. So why are marketers becoming excited about these? It’s because the success of so many of those shiny MarTech tools is being hindered by a bad process and bad data, and data orchestration solutions address those issues directly.