Journey orchestration platforms can help you create consistent and engaging experiences across all customer touchpoints by:
Due to the variety of these tasks, the journey orchestration category is very broad and, to an extent, amorphous. Lots of solutions get thrown into the mix, many of which do wildly different things and are used by various departments.
This guide will help you find the right journey orchestration platform for your needs by exploring:
Here are all the journey orchestration platforms we’ll explore below:
Insider can help you create, personalize, and automate customer journeys across your website and mobile app, as well as across channels like email, push notifications, SMS, WhatsApp, and more. Visit our website or schedule a demo with our team to learn more.
7 factors to consider when comparing journey orchestration platforms
The 6 best journey orchestration platforms for different use cases
Salesforce Marketing Cloud
HubSpot Marketing Hub
Create personalized, cohesive, and high-converting journeys with Insider
Frequently asked questions (FAQs) about journey orchestration platforms
All journey orchestration platforms come with basic features for journey visualization, automation, and analytics.
For example, they all have drag-and-drop editors that let you easily build journeys using reusable elements. These editors enable you to set conditions for triggering various automated actions — e.g., when a user adds an item to their cart but doesn’t buy in 30 minutes, send them a web push notification with a discount for the product.
However, beyond these basic capabilities, journey orchestration platforms can be wildly different. Here are seven key factors you should consider when evaluating their differences to determine which is the right fit for your needs:
Now that you know what to look for, we’ll explore four of the best customer journey orchestration platforms. While they all have similarities (like their drag-and-drop journey builders), we’ll focus on their key differences, unique areas of focus, and use cases, so you get a better idea of whether they’re right for your organization.
Our cross-platform journey orchestration tool (called Architect) enables marketing teams to create personalized, consistent journeys across all customer touchpoints. This versatility and broad channel support let 1200+ enterprise brands, including Adidas, Toyota, Lexus, Philips, and Coca Cola:
Insider is highly ranked by customers, industry experts, and publications across categories like:
Customers have also consistently ranked Insider as the best solution in terms of ease of use, ease of setup, and quality of support.
In the next sections, you’ll learn about the benefits of using Insider as your journey orchestration platform and how it can help you improve conversions, revenue, lifetime value (LTV), customer loyalty, and more.
Insider supports over 12 marketing channels natively. This includes traditional touchpoints like websites, mobile apps, email, and SMS, as well as more niche ones like WhatsApp and Facebook Messenger.
These channels are natively built into our platform. This means that Insider can drastically simplify your workflow and marketing stack compared to working with five or six channel-specific solutions, like email and SMS software, push notification tools, and so on.
Our platform also provides simple and intuitive tools for building personalized messages across all these touchpoints. Here are some examples:
Our platform is also highly flexible, which means you can either:
Lastly, Insider offers a rich library of easily customizable templates for various scenarios across all these touchpoints. For example, our gamification templates for websites and mobile apps can help you grow your subscribers incredibly quickly. Mac Cosmetics used one of these templates (called “Wheel of Fortune”) on their site and added over 53,000 subscribers to their lead database in two days.
Being able to craft highly personalized messages for each individual channel is a must for marketers today. However, this alone is not enough because each individual customer expects a cohesive experience across all touchpoints.
This is a problem for many organizations where different teams are responsible for different aspects of the journey, e.g., one team handles email, another handles mobile channels (mobile push, SMS, WhatsApp), and a third one handles the website. The result is often a disjointed user experience and missed opportunities.
That’s why Insider enables you to bring all your channels together with Architect — our versatile and user-friendly customer journey builder.
Architect helps you bring individual touchpoints into a unified journey, where each step takes into account how end customers reacted to the previous one.
For example, say you want to run a new promo campaign for customers who bought a black hoodie from your store last week. You can set up a journey that guides users to products that are frequently purchased with black hoodies, like blue jeans and black sneakers.
The whole process is powered by reliable customer data and is controlled through a simple drag-and-drop editor shown below.
In our example, you can trigger the journey after customers complete a purchase event. You can also use the “Wait” element to instruct Insider to hold off on sending the new promo message for one week.
Then, you can use Insider’s versatile segmentation options to determine which customers should be included in that journey.
For instance, you can start with all sorts of standard characteristics and behaviors, like users’ devices, locations, monetary value, CRM attributes, and more. You can save time by choosing from one of the predefined audiences of users who made a purchase before, abandoned their carts, interacted with your brand on a specific channel, and others shown below.
You can even use AI-powered predictive audiences to narrow down your target audience even more.
For example, say you decide to target people who bought a black hoodie and who are also located in London and use an iOS device. With our predictive audiences, you can enrich this segment by targeting customers based on their:
After choosing your segments, you can move on to selecting the channels where the journey takes place. Again, Architect brings together a large number of channels under one roof, as shown below.
As you can see, there’s even a “Call an API” option that allows you to extend Architect’s reach to other systems, like Zendesk or Intercom, for example.
In short, Architect is an extremely versatile and powerful journey orchestration solution for all stages of the customer journey — from consideration to onboarding, retention, and more.
Lastly, we’ve made sure the process of getting started with our journey builder is as hassle-free as possible with:
Overall, Architect’s mix of versatility, broad channel support, and ease of use makes it an incredibly valuable tool for many of our customers:
“Insider’s customer journey orchestration tool is the best in class that I have come across. It is so comprehensive and covers a wide range of channels used by most marketers worldwide. It brings together everything you need under one roof in an easy-to-use interface.”
Orchestrating successful journeys is difficult and time-consuming. Between creating segments, choosing channels, writing copy, and running A/B tests, the whole process can take a long time to produce meaningful results.
Insider’s suite of AI capabilities (Sirius AI) enables you to massively simplify and speed up each part of this process.
For example, here are four ways our AI can help you avoid manual tasks, work more efficiently, and orchestrate better journeys:
2. Journey creation. Just like with building segments, Insider can create entire customer journeys based on your text. You can provide broad instructions on creating a high-converting journey (like in the screenshot below) or more detailed ones with specific channels, for example.
3. Content creation. Insider can create everything from subject lines to body copy and images for your marketing campaigns in seconds. Our platform can also automatically customize each message to the specific channel (e.g., WhatsApp) and outcome (e.g., driving purchases from VIP customers).
4. Personalized product recommendations. Our platform can automatically show highly relevant product recommendations to each customer. You can also scale these recommendations across all channels — from email, push notifications, SMS, and WhatsApp to your website and mobile app.
Additionally, Insider comes with three other AI-powered features for optimizing your journeys and driving more customer engagement:
Until this point, we’ve focused mostly on journey orchestration across external touchpoints like email, SMS, and WhatsApp. However, keeping the journey relevant and consistent across your website and mobile app is just as important.
Besides creating a more cohesive experience, personalizing your website and mobile app can massively increase conversion rates. This is crucial if you want to make the most out of the marketing budget you’re spending getting customers to your site or app.
Insider’s advanced personalization suite lets you tailor every element of your site or app to each customer’s behaviors, preferences, and interests.
Let’s use website personalization as an example. You can create all sorts of personalized product recommendations across your entire website or just on select pages (e.g., category pages, cart pages, and so on).
Our platform lets you choose from two types of recommendation strategies:
Besides product recommendations, Insider can personalize every other element of your site, including categories, banners, and pop-ups. For a real-life example, check out our case study with Adidas. They used Insider personalized product recommendations, category optimization, and segmentation to boost conversion rates by 13% and average order value (AOV) by 259% in just one month.
Insider also offers two distinct products for creating unique and engaging on-site experiences: EUREKA, which delivers personalized results to all visitors who use your site’s search functionality. It also helps shoppers pinpoint the products they’re looking for with advanced filters and instant search previews.
2. InStory, which enables you to add engaging, Instagram-like stories to your mobile website or mobile app. These stories can be personalized to each user who opens them. Dover Saddlery used InStory to drive $1.7 million of incremental revenue and achieve a 29x ROI.
For more details and examples on this topic, check out our guides to:
As we said, accurate data is the backbone of successful journey orchestration. Teams usually need to pull together data from various data sources — like email platforms, customer service tools, analytics software, CRMs, and more — before they can start building journeys confidently.
That’s why Insider’s Actionable CDP lets you aggregate your data from any online or offline source in one centralized database. This lets you lay the foundation for the entire journey orchestration process by:
Thanks to its versatility and ease of use, Insider’s CDP has been ranked as the top CDP by customers in G2.
Our CDP is also free when you’re using the broader Insider platform, so you don’t have to pay extra for the ability to consolidate your data and get 360-degree customer profiles.
However, you can still take advantage of Insider even if you’re already using another CDP and don’t want to move away from it. Our platform makes it easy to connect to hundreds of tools and platforms, such as:
These integrations ensure that data can flow freely between each part of your marketing stack.
For more details on how Insider can help you create personalized cross-channel journeys and maximize your marketing spend, book a live demo with our team.
Braze is a real-time customer engagement platform. It lets brands orchestrate journeys across email, SMS, WhatsApp, push notifications, in-app and in-browser messaging, and other channels via a tool called Canvas Flow. Braze also offers very limited website and mobile app personalization capabilities.
Salesforce Marketing Cloud combines products for many marketing use cases, including journey orchestration (across email, SMS, push notification, social media, and other channels), customer data aggregation, content management, and more. As a legacy marketing cloud, Salesforce offers lots of flexibility, especially around integrations with other systems. However, it’s also difficult to set up and use and relies on third-party system integrators to provide customer support (instead of in-house teams).
Genesys is an omnichannel customer experience platform. It comes with a dedicated customer journey management module with features for journey orchestration, data management, and analytics. They entered the journey orchestration space in 2022 with their acquisition of Pointillist. Today, Genesys excels at call center and voice communication journeys, which is its main differentiator in the journey orchestration space.
Qualtrics is a large, multi-product experience management software for various use cases. It offers a customer journey optimization product that gives brands a good view of their customers’ journeys and enables them to orchestrate various flows and campaigns. Qualtrics’ advanced journey analytics and visualizations also enable teams to find points of friction in journeys and make data-driven decisions on how to fix them.
Marketing Hub is HubSpot’s offering for marketing teams looking to automate tasks, simplify workflows, and drive more revenue. Unlike the previous platforms, Marketing Hub is suitable for very small businesses and individual creators, as it offers a free plan and a very cheap starter option (at $20/month). In terms of journey orchestration, Marketing Hub has a simple drag-and-drop editor and features for automating journeys across email, landing pages, forms, and more.
Insider’s versatile customer journey builder, coupled with its advanced personalization and automation capabilities, can help you orchestrate highly individualized journeys across all customer touchpoints.
Our enterprise marketing platform helps you improve conversion rates, revenue, AOV, LTV, and other marketing KPIs by:
Finally, our easy channel integrations, experienced support team, and extensive template library will ensure you get up and running as fast as possible.
A journey orchestration platform is a type of software that lets you build, automate, personalize, and analyze customer journeys across different channels like websites, mobile apps, email, SMS, and more. These platforms are often used by marketers but can also be useful to sales and customer service teams.
Journey orchestration works by using real-time data to provide customer behavior insights and enables marketers to reach users on their preferred channels with relevant content and product recommendations. This is usually done via a no-code drag-and-drop editor.
Journey orchestration can be as simple as sending an automated push notification to a customer after they’ve browsed your site for at least 10 minutes. It can also get very complex by spanning multiple channels, customer segments, and automation conditions.
Katie is an award-winning content marketer with over seven years of experience in content strategy, development, and copywriting. As Global Content Director at Insider, she currently oversees content strategy across 26 regions. Fun fact: Katie read 64 books last year (for which she owes a long commute and two week-long holidays where she spent approximately six hours a day with her nose in a book).