Etumos

Overview Person source architecture in Marketo Engage is a key foundational framework that allows your Marketing Operations team to create the building blocks for data reporting including first, last, and multi-touch attribution. Marketing attribution enables Marketers to identify which tactics contribute to key business outcomes, providing them with the intelligence to optimize their Marketing investment,…

Overview In today’s data-driven business landscape, companies are constantly seeking ways to optimize their operations and improve decision-making. One crucial aspect of this is managing data efficiently, which is where LeanData comes into play. LeanData is a powerful tool that helps businesses with lead management, routing, and attribution, allowing for more effective marketing and sales…

Overview Multi-Touch Attribution (MTA) is a vital tool in today’s marketing landscape, enabling organizations to measure marketing effectiveness across various channels. Unlike traditional single-touch attribution models, MTA recognizes that no single interaction is solely responsible for conversions. Here’s a breakdown of MTA and why it matters. What is Multi-Touch Attribution? MTA measures marketing initiative effectiveness…

Overview In the world of sales and marketing, a well-structured lead funnel is essential for efficiently converting potential customers into paying clients. Just like a plumbing system needs to be free of leaks to function properly, your lead funnel should be designed to prevent any “leaks” that might result in lost opportunities and revenue. In…

Overview Whether your marketing strategies revolve around content creation, webinars, or something else entirely, Marketo program templates are a way to uplevel and scale your marketing operations. As we are in an environment where marketing and marketing operations folks must do more with less, Marketo users, from beginners to power admins, increasingly realize the benefits…

Overview In the marketing operations field, I’ve encountered many folks who have suddenly found themselves tasked with owning an inherited Marketo instance, often uncertain about the next steps to take. I, too, have been in this position, feeling equal parts lost and excited. It is probably obvious that it’s crucial to treat your new responsibilities…

Overview In today’s fast-paced marketing world, it’s easy to fall into the trap of relying on familiar tools and techniques when faced with challenges. Many of us tend to stick with what we know, especially when working under tight deadlines. However, these tried-and-true methods may not always provide the most scalable and robust solutions. In…

Overview Within this blog, we’ll discuss the challenges and strategies for growing your marketing technology (martech) capabilities and team as your organization evolves. Whether you’re a startup or an established business, the principles outlined below can help you navigate your martech journey effectively. Early Maturity: Building the Foundation In the early stages of a company’s…

You Have the Data, Now What? Navigating the intricacies of bridging the gap between raw data and actionable insights is an intriguing enigma. Enter marketing attribution, a key pillar of revenue-driven marketing. Attribution enables marketing teams to track the effectiveness of their initiatives and showcase their impact on the business. It involves comprehending the customer…

Overview Have you found yourself dedicating more and more time to making lead preference changes across your martech stack? Privacy and compliance in the era of GDPR, CCPA, and CASL have large organizations twisted up in complicated solutions such as creating new fields in each of their systems with application-specific preferences and then point-to-point integrations…