Etumos

Overview Most businesses will operate out of a customer relationship management (CRM) platform such as Salesforce (SFDC, for salesforce.com) to manage interactions and understand their relationship with their prospects and customers. However, they may use a marketing automation platform (MAP) such as Adobe Marketo Engage to conduct lead intake, nurturing and automated processing. Taking advantage…

Overview During uncertain economic times when companies have to “do more with less”, it’s critical for each team to demonstrate how they contribute to the bottom line. Revenue reporting enables marketing operations to show value to the business. Connecting to the Bottom Line In the context of marketing operations, revenue reporting looks at the company’s…

Overview Understanding a prospect’s journey from anonymous visitor to known prospect and ultimately customer requires a key set of data points to be captured by marketing automation platforms. Tracking Referring URL can provide insight into how an individual reached the organization’s web properties by informing the Source value in Marketing Cloud Account Engagement1. Auto-Filling Source…

Overview Higher education institutions may have a deeper relationship with their constituents, but they can still benefit from traditional marketing methodologies and tools. Lead lifecycles built in Adobe Marketo Engage may look a bit different for universities, but can provide many of the same reporting and targeting benefits. Lifecycle Basics In traditional B2B and B2C…

Overview The Marketing Cloud Account Engagement1 API allows outside systems to connect with the B2B marketing automation platform formerly known as Pardot. The API extends the capabilities of the tool and enables data integration between business systems. External Access to Account Engagement Data An Application Programming Interface (API) is the means by which different applications…

Overview Companies in highly regulated industries have to be extra vigilant and protective to ensure compliance. For these industries, there is an even greater need to consider how lead data is managed in business systems such as Adobe Marketo Engage and other marketing automation platforms (MAPs). Considering Industry-Specific Compliance Requirements Highly regulated industries are those…

Overview The domain in an email address can provide useful information about a lead and contribute to marketing enablement. In Marketing Cloud Account Engagement1, marketing operations can leverage this data to target and/or suppress certain groups as part of a comprehensive lead processing workflow. Leveraging Email Domains in B2B Marketing Automation Domain-based targeting and suppression…

Overview Many organizations use a web analytics tool to understand visitor behavior and optimize website content and structure. Enabling web tracking in a marketing automation platform such as Marketing Cloud Account Engagement1 can provide additional capabilities and insights. In this blog we’ll address how to set up web tracking in Account Engagement and describe the…

Overview Marketing Cloud Account Engagement1, the B2B marketing automation platform in the Salesforce ecosystem, is most often used by marketing and sales teams within an organization. However, individuals within those two teams generally have different access needs within the tool. Taking advantage of roles and permissions within the platform can protect the system as well…

Overview Marketing Cloud Account Engagement1 is the B2B marketing automation solution in the Salesforce ecosystem. Like most Salesforce products – as well as other marketing automation platforms – there are professional certifications available for Account Engagement practitioners. This blog aims to explain the purpose of the credentials and to outline the steps to obtain the…