How to Automate Multichannel Campaigns Using Terminus Orchestration Features

Marketing teams love talking about “multichannel” and “automation,” but pulling it off is another story. If you’re tired of cobbling together spreadsheets and chasing down campaign results across email, ads, and sales, you’re not alone. This guide is for marketers who want to run smarter campaigns using actual automation—not hype—inside Terminus.

Let’s get into what really works, where you’ll hit snags, and how to get more out of Terminus orchestration without losing your mind (or your weekends).

Why Automate Multichannel Campaigns, Anyway?

Here’s the reality: running coordinated campaigns across email, ads, sales outreach, and social is a pain. Doing it manually means missed steps, confused teams, and—let’s be honest—lots of “wait, did we send that yet?” moments.

Automation isn’t magic, but with the right setup, you can:

Trigger the right messages at the right time (without babysitting every channel)
Make sure your sales team actually knows what’s going on
Spot what’s working, faster—so you can do more of it
Avoid sending the same tired email or ad to the same people 20 times

But before you go all-in, know this: no tool is going to fix a bad campaign strategy or create content for you. Automation’s a force-multiplier, not a miracle.

Step 1: Get Your Foundations Straight

Before you dive into Terminus orchestration features, do a quick gut-check:

Are your audiences defined and uploaded? If your target account lists, contacts, or segments are a mess, automation will just amplify the chaos.
Are your channels ready? Make sure your email, ad, and sales engagement tools are connected to Terminus. If you need IT to set up integrations, do that now. Nothing kills momentum like wrestling with permissions for two weeks.
Do you know your goals? Don’t automate for automation’s sake. Decide up front: Is this about pipeline? Meetings booked? New logo acquisition? The answer shapes everything else.

Pro tip: Start small. Pick a single segment or campaign to automate first—don’t try to boil the ocean.

Step 2: Map Out Your Campaign Touchpoints

Here’s where people get stuck: trying to “orchestrate” everything at once. Instead, sketch out a simple flow:

Entry trigger: What moves an account or contact into your campaign? (e.g., new target account, form fill, web visit)
Touchpoints: What happens, in what order? Think emails, ads, sales tasks, LinkedIn messages, etc.
Exit criteria: When does someone leave the campaign? (e.g., hits a certain score, books a meeting, goes cold)

Lay this out on a whiteboard or even a napkin. Don’t get fancy—just make sure you know what you want to automate, and in what order.

What to ignore: Don’t build 12-step nurture journeys on day one. Fancy logic usually breaks or confuses your team. Get one or two things working first.

Step 3: Build Your Orchestration in Terminus

Now, let’s put that plan into action using Terminus orchestration:

Create a New Campaign (or Play):
In Terminus, go to your orchestration or campaign builder section.
Name it something clear—think “Q2 Pipeline Push” or “Demo Request Nurture.”
Set Up Entry Criteria:
Choose how accounts or contacts get added. Options might include:
- Added to a specific list/segment
- Hits a certain engagement score
- Takes an action on your website
If you’re unsure, start with a static list. Dynamic triggers are great, but only if your data’s clean.
Add Multichannel Touchpoints:
Email: Choose the sequence, set delays, and personalize where you can. If you’re using integrated email tools, map your content here.
Ads: Define audiences for display, LinkedIn, or other channels. Set budgets and creative. Terminus can sync audiences to ad platforms, but make sure you check the sync works.
Sales Tasks: Assign outreach steps for your SDRs or AEs. Terminus can create Salesforce tasks or push alerts to sales, but your team needs to know these are coming.
Other channels: Some setups let you include chat, direct mail, or web personalization. Only add these if you have the bandwidth to manage them.

Pro tip: Less is more. A simple 3-step flow is better than a 10-step monster nobody finishes.

Decide on Exit Criteria:
Set up rules for when someone should exit the campaign, like:
- Books a meeting
- Moves to opportunity stage
- Goes unresponsive for X days
This keeps your lists clean and avoids awkward “why did I get this email?” moments.
Review and Activate:
Double-check your triggers, content, and paths. If possible, run a test account through the flow.
Hit “activate”—and don’t forget to let your team know what’s running.

Step 4: Don’t Forget Reporting (or You’ll Regret It)

The whole point of automation is to get smarter about what’s working. Terminus’s reporting is…fine. It’ll show you campaign performance, touchpoint engagement, and sometimes even attribution.

But here’s what you should actually look for:

Are accounts moving through the campaign, or getting stuck? If everyone drops off after step 1, the rest doesn’t matter.
Which channel is getting engagement? Don’t assume ads are “working” just because they’re running.
Are there any data issues? Bad emails, missing sales assignments, or un-synced audiences will screw up your results.

What to ignore: Vanity metrics. “Impressions” and “clicks” can look great but mean nothing if the pipeline isn’t moving. Focus on meetings, opps, and revenue.

Step 5: Keep Humans in the Loop

Automation should help your team, not replace them. In reality:

Your sales team still needs to know which accounts are being targeted and when.
Marketers need to check in on campaign performance and tweak as they go.
If someone replies or takes an action, make sure there’s a plan for follow-up that isn’t just another automated email.

Pro tip: Set up a quick weekly check-in (10 minutes tops) to review what’s running and what needs fixing. Don’t “set and forget.”

What Works (and What Doesn’t)

What Works

Simple, clear flows: Short campaigns with clear triggers and outcomes.
Integrated data: Clean lists, good CRM sync, and updated segments.
Team visibility: Sales and marketing both know what’s happening.

What Doesn’t

Overcomplicated journeys: More steps usually means more things to break.
Ignoring sales: If sales doesn’t know about your campaign, expect confusion.
“Fire and forget” mindset: Automation needs oversight, especially early on.

What to Skip (For Now)

Overly aggressive personalization (unless you have the data and resources)
Channels your team can’t support (e.g., direct mail if you’ve never done it before)
Fancy AI features that promise to “optimize everything” (usually, they don’t)

Wrapping Up: Keep It Simple, Iterate Often

Automating multichannel campaigns with Terminus orchestration features isn’t rocket science, but it takes clear thinking and some trial and error. Start small, keep your campaign flows tight, and don’t let “more automation” become the goal. The best campaigns are the ones you can manage, measure, and improve—not the ones that look impressive in a slide deck.

When in doubt: simplify, launch, learn, and tweak. That’s how real results happen.