Getting Started with marketingOS

marketingOS is OrbitShift's AI-powered campaign and outreach layer, designed for marketing teams to spot high-intent accounts, build targeted contact lists, and orchestrate contextual outreach at scale.

Instead of relying purely on static firmographic lists or generic email blasts, marketingOS uses real-time signals (intent, hiring trends, financials, news, social) to prioritise accounts and align campaigns with where the buyer is actively in motion.

marketingOS turns passive campaigns into signal-driven, account-centric motions — enabling smarter campaigns, higher engagement, and tighter alignment with your GTM engine.

Key Use Cases

marketingOS supports the following core use cases:

• Account-Based Campaign Launch — Identify high-intent accounts aligned with your ICP and campaign themes, build contact lists, and launch personalised campaigns.
• Persona-Driven Outreach — Generate tailored outreach (email, LinkedIn, call script) for decision-makers and influencers in target accounts, with context from live signals.
• First-Touch Automation — Automate the first touchpoints at scale — sending personalised messages to selected personas within high-propensity accounts.
• Campaign Performance Monitoring — Track campaign performance metrics like list creation time, reply rate, and MQL to SQL conversion, enabling marketing teams to optimise and iterate quickly.
• Sales-Marketing Alignment in ABM — Ensure marketing-generated account lists and outreach are aligned with sales engagement via a unified workspace, so both functions operate from the same intelligence layer.

How to Run a Marketing Campaign in marketingOS

Step 1: Define Campaign Theme & ICP

In marketingOS, choose your campaign theme (for example “AI Adoption”, “Digital Modernization”, “Customer-Experience Transformation”), and define your account filters: industry, revenue, geography, tech stack, region, segment (Enterprise / Mid-Market). This aligns your focus with the marketplace signals.

Step 2: Identify High-Intent Accounts

marketingOS leverages live signals — intent data, hiring spikes, financial moves, analyst mentions, news events, social signals — to surface accounts showing early buying motion. Search across the web and within your CRM to spot “hot” accounts. Sort by signal recency, strength, and relevance to the campaign theme to act when the buying trigger is fresh.

Step 3: Build Target Contact Lists

From the prioritised accounts, select key personas (decision-makers, influencers, budget owners) for your outreach. Each contact comes with context: persona brief, account narrative, relevant offer. Listing happens in minutes. Export or sync directly to your MAP/CRM (e.g., HubSpot, Marketo) or send to your outreach tool.

Step 4: Craft & Launch Contextual Outreach

marketingOS auto-generates personalised messages (email, LinkedIn InMail, call script) tailored by account context, persona, and selected offering. The outreach dashboard integrates all channels — track emails, calls, and follow-ups in one workspace. Personalisation goes beyond {Name}: think “We saw your company just announced 30 new RevOps hires — this typically triggers…”

Step 5: Monitor and Optimise

Use marketingOS dashboards to track:

• Time to build lists (60–65% faster)
• Campaign reply rates (2–3× improvement)
• MQL → SQL conversion (3–5×)
• Efficiency in internal campaign operations (50%+ reduction in effort)

Use these insights to iterate themes, adjust persona targeting, and refine offer messaging.

Integrations & Workflow Fit

• Integrates with major CRMs (Salesforce, Microsoft Dynamics 365).
• Hooks into MAPs and marketing automation platforms (HubSpot, Marketo, Pardot) and outreach tools.
• Collaboration integrations: Slack and Microsoft Teams for alerts and campaign updates.
• Shares the same intelligence layer as accountOS and knowledgeOS — marketing campaigns feed and draw from the same live signals and internal content assets.

Using Context & Recommended Offer Messaging

Because marketingOS is built on live signals and an intelligence layer, your outreach is timely and relevant rather than generic. Example flow:

• Signal: “Company announces new digital modernization initiative + hires 50+ engineers.”
• Campaign theme: “Digital Modernization — Sales & Revenue Ops.”
• Recommended message: “I noticed [Company] is accelerating their modernization and hiring engineering talent; many of our clients at this stage use OrbitShift to unify account intelligence and pipeline visibility. Would you like a quick look at how we supported [Peer Company]?”

By aligning the account trigger, campaign theme, and persona, the outreach hits higher relevance and higher response rates.

Measuring Impact

Track the following metrics from your marketingOS dashboard:

• Accounts identified and sent to campaigns
• Campaign lists built (time-to-list metric)
• Conversion rates from MQL to SQL (3–5× uplift)
• Campaign efficiency (reduction in manual effort)
• Cross-function alignment: number of accounts sent to sales from marketing with context, and how many progressed to engagement

These metrics allow leadership to see marketing not just as lead gen, but as a precision account engagement engine — aligned with revenue outcomes, not just activity.

Best Practices

• Define campaign themes tied to your product-market fit and buying signals (e.g., “AI RevOps”, “CX Transformation”, “Sales Productivity”) — this ensures relevance.
• Regularly review your signal definitions and ensure they align with the market context for your ICP (industry, size, geography).
• Maintain clean contact data and update persona/employer context — the better the data, the better the personalisation.
• Close the loop with sales: when campaigns feed accounts to sales, capture outcomes and feedback, and refine personas and messaging.
• Use live signals to drive urgency — outreach based on recent signals (in the last 48–72 hours) always performs better.
• Integrate marketingOS with your accountOS and knowledgeOS workflows: signals from accountOS should trigger marketing outreach; assets in knowledgeOS should feed the message library.
• Embed analytics into your campaign review rhythm: weekly metrics, monthly deep-dives, quarterly theme optimisation.