marketingOS

‍1. Overview

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. (orbitshift.ai)
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. (orbitshift.ai)
In short: marketingOS turns passive campaigns into signal-driven, account-centric motions — enabling smarter campaigns, higher engagement, and tighter alignment with your GTM engine.

2. Key Use Cases

Use Case

What You Achieve

Account-Based Campaign Launch

Identify high-intent accounts aligned with your ICP and campaign themes, build contact lists, and launch personalised campaigns. (orbitshift.ai)

Persona-Driven Outreach

Generate tailored outreach (email, LinkedIn, call script) for decision-makers/influencers in target accounts, with context from live signals. (orbitshift.ai)

First-Touch Automation

Automate the first touchpoints at scale - sending personalised messages to selected personas within high-propensity accounts. (orbitshift.ai)

Campaign Performance Monitoring

Track campaign performance metrics like list creation time, reply rate, MQL to SQL conversion, enabling marketing teams to optimise and iterate quickly. (orbitshift.ai)

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. (orbitshift.ai)

3. 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. (orbitshift.ai)

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 that are showing early buying motion. You can search across the web and within your CRM to spot “hot” accounts. (orbitshift.ai)
Sort by signal recency, strength, relevance to the campaign theme. It lets you act when the buying trigger is fresh.

Step 3: Build Target Contact Lists
From the prioritized 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. (orbitshift.ai)
Export or sync directly to your MAP/CRM (e.g., HubSpot, Marketo) or send to the outreach tool. (orbitshift.ai)

Step 4: Craft & Launch Contextual Outreach
MarketingOS auto-generates personalised messages (email, LinkedIn InMail, call script) tailored by the account context, persona, and selected offering. (orbitshift.ai)
The outreach dashboard integrates all channels: you can track emails, calls, follow-ups in one workspace. Personalisation is not just {Name}, but “We saw your company just announced 30 new RevOps hires - this typically triggers …” type of opening. (orbitshift.ai)

Step 5: Monitor and Optimise
Use marketingOS dashboards to track metrics:

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

Use insight from these to iterate themes, adjust persona targeting, refine offer messaging.

4. Integrations & Workflow Fit

• marketingOS integrates with major CRMs (Salesforce, Microsoft Dynamics 365). (orbitshift.ai)
  
• It also hooks into MAPs/marketing automation platforms (HubSpot, Marketo, Pardot) and outreach tools. (orbitshift.ai)
  
• Collaboration integrations: Slack, Microsoft Teams for alerts and campaign updates. (orbitshift.ai)
  
• It shares the same intelligence layer as accountOS & knowledgeOS, so marketing campaigns feed and draw from the same live signals and internal content assets.
  

5. Using Context & Recommended Offer Messaging

Because marketingOS is built on live signals and an intelligence layer, your outreach is not generic - it’s timely and relevant. 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.

6. Measuring Impact

In the marketingOS dashboard you’ll monitor:

• Accounts identified & sent to campaigns
  
• Campaign lists built (time-to-list metric)
• Conversion rates from MQL to SQL (3-5× uplift) (orbitshift.ai)
  
• 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.
  

The 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.

7. 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, feedback, refine personas and messaging.
  
• Use live signals to drive urgency - outreach based on recent signal (in 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.