Etumos

Overview Over the past several years marketing operations practitioners have started hearing about Dynamic Chat and chatbots in general. Adobe Marketo Engage customers can leverage this new feature to engage their prospects and customers in a personalized, curated way. In this blog we share how to get started with Dynamic Chat. Marketo’s Entry into Chatbots…

Overview Forecasting revenue is challenging for many companies. Lead velocity is one sales metric that can aid in this effort. To take advantage of lead velocity, you’ll need to have the appropriate lead management and lead nurture processes set up in your marketing automation platform. An Important Sales Metric Lead velocity is the growth, or…

Overview Adobe Marketo Engage comes with a pre-built data schema featuring standard objects, fields and activities. However, most organizations need to extend it to include additional data points to support their marketing and processing. Marketo Engage offers the ability to create custom objects, custom activities and custom fields to support businesses’ data needs. Understanding how…

Overview Lead Quality is a goal for any organization in order to maximize return on investment. Marketing is typically responsible for managing and optimizing the quality of leads for the business. Lead quality can be addressed and managed in marketing automation platforms such as Adobe Marketo Engage, leveraging a variety of operational frameworks and features….

Overview Businesses worry about whether or not their emails ever reach their intended recipients – subscribers, prospects and customers. To support good deliverability, companies should do everything they can from both technical and business practice perspectives. Thankfully the technical aspects such as setting up SPF and DKIM can be fairly straightforward – but they can…

Overview Data can be one of the most valuable assets a company has, but not all data is inherently valuable. Data quality affects business decisions and ability for team members to act. Companies should audit the state of their data and take action to proactively support and to address issues with data quality. Multiple Facets…

Brand Consistency and Marketo Brand consistency is vital to providing a great customer experience and achieving business goals. When leveraged in Adobe Marketo Engage, brand guidelines help Marketing Operations teams accomplish brand consistency in campaign production and automated workflows. These brand guidelines get translated into templates. These templates provide consistency across the brand, regardless of…

Overview Over the past several years, data privacy has bubbled to the forefront – but many companies are still figuring out how to ensure their marketing data is being used properly. Developing a privacy compliance workflow can be complex, but it is critical to get it right to protect an organization. Marketing operations team members…

Two years after Google introduced their next-generation measurement solution – Google Analytics 4 (GA4) – businesses using the legacy Universal Analytics (UA) solution must now upgrade to GA4 to continue tracking engagement on their digital properties. What does this mean for Marketing Operations (MOPs) practitioners? Whether MOPs directly manage Google Analytics may depend on the…