If you're a B2B company, you know the customer journey is messy. Leads don't just glide through a funnel—they bounce around, ghost you, and sometimes come back months later. You need real visibility and the right tools to keep things moving. That's where Ortto comes in. It's a customer journey platform with marketing automation, analytics, and integrations that actually help you do your job—without drowning you in features you'll never use.
This guide breaks down what Ortto actually does (and what it doesn't), which features matter for B2B, and how to plug it into your tech stack without losing your mind. If "driving revenue" sounds like something you’d like to do without more busywork, keep reading.
What Ortto Does for B2B Companies (In Plain English)
Let’s skip the buzzwords. Ortto is built to help you:
- See and track every interaction with your leads and customers (across sales, marketing, and support).
- Automate follow-ups and tasks so nobody falls through the cracks.
- Connect your CRM, email, website, ad platforms, and more—so you’re not copying and pasting data.
- Understand what’s working and what isn’t, with reports you can actually use.
- Nudge leads along the journey, from “who are you?” to “send me the invoice.”
You won’t find magic buttons, but you will find tools that save you time and make your sales/marketing teams look good.
Ortto’s Core Features That Actually Move the Needle
Ortto throws a lot at you when you first log in. Here’s what’s worth your attention if you want to improve the customer journey and drive revenue in B2B:
1. Unified Customer Data Platform (CDP)
What it is:
Ortto pulls in data from your CRM (like Salesforce or HubSpot), support tools, website, and more, then creates a single customer view. It tracks every email, page visit, and conversation.
Why it matters:
B2B deals can take months. Sales and marketing might both touch the same account. Ortto’s customer profiles show you the whole story—no more guessing who talked to whom.
Pro tip:
You’ll need to set up your data sources carefully. Garbage in, garbage out.
2. Visual Journey Builder (Automation)
What it is:
You can set up automations for emails, SMS, tasks, and more, triggered by real actions (not just time-based drip campaigns). Drag and drop, if that’s your thing.
Sample use cases: - Send a personalized follow-up if a lead books a demo but doesn’t show. - Nudge a sales rep if a hot lead hasn’t been contacted in 24 hours. - Trigger onboarding emails when a contract is signed.
What works:
The journey builder is flexible and pretty easy to pick up. You don’t need to be a developer.
What doesn’t:
Some advanced logic (like super-complex branching) can get clunky. If you’re trying to build a Rube Goldberg machine, you’ll hit limits.
3. Segmentation and Targeting
What it is:
Slice and dice your contacts based on data from anywhere—behavior, firmographics (company size, industry), activity, lead score, and more.
Why it matters:
Generic campaigns are dead. With Ortto, you can target only decision-makers at SaaS companies in North America who viewed your pricing page twice last month.
Ignore:
Overly complex segments you’ll never use. Start simple: active leads, stale leads, customers. You can get fancy later.
4. Multichannel Campaigns: Email, SMS, Pop-ups, and More
What it is:
Ortto lets you run email marketing, SMS, on-site pop-ups, and even ads from one place. You can A/B test messages, too.
Where it shines:
- Automated nurture sequences that adapt to behavior.
- Targeted in-app messages for product-led growth.
- Re-engagement campaigns to wake up cold leads.
Blind spots:
- SMS is powerful, but use it sparingly in B2B—nobody wants spam texts from a software vendor.
- Pop-ups can annoy real buyers if you go overboard.
5. Lead Scoring
What it is:
Assign points based on actions (opened email, booked demo, visited pricing page) and demographics (job title, company size). Automatically route hot leads to sales.
Why it’s useful:
Sales teams waste less time on tire-kickers. Marketing can measure which campaigns actually bring in qualified leads.
Watch out for:
Lead scoring isn’t magic. It needs regular tuning to match your real sales process.
6. Reporting and Analytics
What it is:
Ortto has dashboards for campaign performance, pipeline progress, and customer lifecycle. You can build custom reports and set up alerts.
What’s good:
- Quick overviews for execs.
- Drill-downs for marketers and sales ops.
What’s not:
- Deep-dive analytics or predictive models aren’t Ortto’s thing. For that, you’ll still need a proper BI tool.
Ortto Integrations Worth Setting Up
B2B tech stacks are messy. Ortto plays well with a lot of tools, but you don’t need to connect everything on day one. Here’s what’s worth your time:
1. CRM Integrations
- Salesforce, HubSpot, Pipedrive: Sync contacts, companies, activities, and deals.
Pro tip: Map fields carefully so you don’t end up with duplicate data or missing info.
2. Email and Calendar
- Google Workspace, Microsoft 365: Track email conversations and meetings alongside marketing activity.
- What’s good: Get a full account timeline without switching tabs.
- What’s not: Calendar sync isn’t perfect—don’t expect magic with recurring meetings or edge cases.
3. Web and Product Analytics
- Segment, Google Analytics, Mixpanel: Bring in web and product usage data.
Why it matters: You can trigger automations based on what users do in your app or on your site.
4. Ad Platforms
- Facebook Ads, Google Ads: Sync audiences for retargeting or lookalike campaigns.
Caution: Don’t just dump every contact into your ad audience—costs add up fast.
5. Support and Chat
- Intercom, Zendesk, Drift: See support tickets and chat conversations in your customer profiles.
- What’s good: Sales knows if a “hot” lead is actually frustrated.
- What’s not: Don’t expect deep two-way sync; this is mostly for visibility.
6. Zapier and Webhooks
- Why bother: If Ortto doesn’t integrate natively, Zapier can fill the gaps.
- Use cases: Push leads to your billing system, trigger tasks in project management tools, or sync with legacy databases.
What to Ignore (for Now)
Ortto, like every SaaS tool, loves to tout “all-in-one” features. Honestly, you don’t need everything.
Skip these unless you have a clear use case: - Surveys and NPS: Nice to have, but not the main reason to buy Ortto. - Website forms: Use Ortto’s forms if you don’t already have a good solution. If you do, don’t reinvent the wheel. - Prebuilt templates: They’re fine for inspiration, but don’t rely on them blindly—your audience is unique.
Real-World Advice: Rolling Out Ortto Without Losing Your Mind
Here’s how to get the most out of Ortto, based on what actually works for B2B teams:
-
Get your data in order first.
Before you set up automations, make sure you’re syncing clean, accurate data from your CRM and website. Otherwise, you’ll automate chaos. -
Map your real customer journey.
Don’t just copy Ortto’s template flows. Sketch out how leads actually move from first contact to closed deal at your company. -
Start with one or two automations.
For example: a follow-up sequence for demo requests, and an alert for sales when someone hits a lead score threshold. Build from there. -
Integrate only what you need.
It’s tempting to connect every tool, but that just creates noise. Focus on your CRM, email, and website tracking first. -
Review and adjust monthly.
Automations and lead scores need tweaking as your business changes. Set a calendar reminder and actually do it.
Keep It Simple: Iterate and Improve
Ortto can help you make sense of the B2B customer journey, automate the boring stuff, and help sales and marketing work together (for once). But don’t get seduced by every feature. Start with what actually solves a pain point for your team, connect your key systems, and add complexity only when you need it. The best revenue growth comes from small, steady improvements—not from chasing shiny objects. Keep it simple, measure what matters, and build as you go.