5 ways to start with Agentic Demand Orchestration

Excited about the potential for Agentic Demand Orchestration but unsure where to begin? You are not alone - most AI initiatives stall in the pilot phase - delivering little real ROI and rarely moving beyond narrow use cases like content generation or research.

As a Marketing leader the “cold-start” challenge is real and with so much AI hype and vendor noise, it’s hard to know where to begin. Here are five concrete pilot ideas or onramps to get started with Agentic Demand Orchestration and deliver over 500 % ROI in the first 90 days.

Onramp 1: Scale Account-based Demand Generation

You have dabbled in 1:few or 1:many ABM and found it too slow and expensive? Or worse, your executive leadership thinks ABM is a four letter word that is an excuse to “Always Blame Marketing”? With Poexis, you can spin up agents to deliver 1:1 personalized Account-based Experiences across web, email and social in minutes. Unlike traditional ABM, Poexis’ Agentic ABX scales to dozens of target personas across hundreds or thousands of accounts without breaking a sweat or needing several new FTEs.

An ideal starting point for vendors focused on Enterprise and mid-market especially if:

• Lackluster MQL to SQL conversion rates
• Sellers demanding more “air-cover” for their target accounts
• Struggling to scale ABM to 100+ target accounts with a lean marketing team
• Lack of pipeline transparency at the target account level

Key metrics to track:

• Time to results: How long does it take to launch and iterate on landing pages & microsites?
• Onboarding velocity: How quickly can SDRs and Sellers get running with it?
• Update cycle: How long does it take to update messaging across all touchpoints?
• Learning curve- What is the collaboration overhead & friction with sellers?
• Depth of personalization - How unique are experiences across accounts/personas?

Onramp 2: Enable partner sellers to create more pipeline

Your partner sellers deserve better - doing a few enablement sessions or generic webinars doesn’t cut it anymore. At the same time, you don’t have enough partner managers to ensure proper 1:1 coverage either. For instance, the enablement needed by an RFP response team at a GSI is very different from a boutique vertical ISV partner pulling you into a deal, or a larger co-sell partner with deep target account lists.

With Poexis, you can roll out 1:1 customized playbooks, tailored to each partner seller, opportunity or campaign - in minutes and link those into other demand gen campaigns to ensure alignment and maximize RoI.

An ideal starting point if you have a tiered partner ecosystem with a co-sell motion targeting joint account lists and

• Limited partner & alliance management resources struggling to keep up with seller requests
• Uneven partner performance in creating and closing pipeline
• Low partner seller awareness / low activation share in target account lists

Key metrics to track

• Responsiveness: time taken to respond to partner seller requests
• Learning curve: Friction and learning-curve for partner sellers
• Effort to launch 1:1 partner campaigns
• Friction in last-mile collaboration with partner sellers

Onramp 3: Maximize partner MDF RoI

Partners like AWS, Google, Microsoft & Cisco love it if you can show the RoI from targeted demand generation campaigns with Marketing Development Fund (MDF). Historically this has been challenging with lack of alignment across silos of Marketing and Sales, leaky attribution and fragmentation of data.

With Poexis, partner marketers can maximize the yield from MDF by launching targeted demand generation campaigns with far superior attribution and alignment across silos. Track every dollar spent contributing to your Customer Acquisition Costs (CAC) on joint demand-generation with end to end visibility and attribution.

An ideal starting point for partner marketing and alliance teams if you are struggling with

• Spend-to-impact visibility: Can you trace MDF dollars to pipeline created?
• Lacklustre pipeline impact from marquee events
• Struggling to scale a successful playbook across accounts/regions

Key metrics to track

• Responsiveness to partner seller requests
• Learning curve for partner sellers
• Effort to launch 1:1 partner campaigns
• Friction in last-mile collaboration with partner sellers Spend and RoI for MDF at the account/opportunity level

Onramp 4: Maximize pipeline from events

Most companies spend a significant chunk of their demand generation budget on events. Yet, most marketing leaders have that nagging feeling - or worse, wagging fingers - on how the RoI as measured by pipeline is not good enough. Struggling to get SDRs to create qualified pipeline and opportunities? Spending a lot of time handcrafting sequences for your events? Agents can ramp up and leave no lead unattended in minutes.

An ideal starting point for demand gen teams if

• RoI concerns on events from sales and/or leadership
• Lacklustre pipeline impact from marquee events
• Struggling to scale a successful event playbook across target accounts/regions

Metrics to track during pilot phase

• Quality of post-event lead follow-up
• Depth of personalization per lead / badge scan
• Last-mile collaboration overhead with sellers & account teams
• Spend and RoI per event at the opportunity level

Onramp 5: Launch Customer Experience Hubs

9 out of 10 companies leave untapped growth opportunities within their customer base. Especially with NRR trending lower across the board, the time is now to effectively market to your current customers.

An ideal starting point for if you have already have a significant customer base that you are seeking to drive expansion growth from

• Dipping Gross Retention Revenue (GRR)
• Customer Success or Sales complains about lack of marketing air-cover for “at-risk” accounts
• Low customer awareness aka “we haven’t heard from you or of you, of late”
• Need to customize engagement and outreach with PLG and or utilization/support signals

Metrics to track during pilot phase

• Depth of customization per account
• Effort to update customer-facing messaging
• Depth of personalization per target buyer persona
• Last-mile collaboration friction with account teams - CSMs and sellers
• Reporting on spend and RoI per customer

Pilot timeline

Most teams see measurable ROI within the first week, often in just a few days as they see months worth of manual tasks get automated by agents. A typical pilot timeline looks like this

Obviously these five onramps are just the beginning of what’s possible with Poexis GTM OS- you can mix and match different strategies, channels, sources of signal depending on your specific needs. Start with any one, add more to scale up as you accelerate the agentic demand orchestration flywheel. Based on our experience so far, we are confident that 90% of GTM teams would find incredible value in starting off with one of these.

Pick the onramp that matches your needs, and let’s get your pilot off the ground. Ready to start? Book your 15-min strategy call!