Etumos

(Part 1 of our series) Most marketing organizations start with data enrichment innocently enough. “We just need some key data to shorten our forms for better conversion,” or “wouldn’t it be great if we could validate our company data for MQLs?” Now, it seems like every organization has some kind of enrichment technology embedded into…

As Adobe continues to roll out its new Marketo Engage Unified Experience (MEUE) to clients, many Marketing Operations (MOPs) professionals have had challenges adapting. These professionals have turned to the MKTO Helper Chrome Extension developed by a member of the MOPsPROs community. Recognizing the enormous value added by the extension, its adoption by the community,…

Every marketing professional who works in Marketo has a dream that one day they will be able to build a pristine, well-organized, optimized Marketo instance from scratch. The reality is, most Marketing Operational professionals are hired to take on instances that, well, are frankly in a state of disarray. When you log in for the…

Traditionally, most marketers have taken a “finger in the wind” approach to behavior scoring. That is to say, they scored and weighted lead behaviors based on the time investment it took for a lead to engage with a particular marketing tactic. A webinar recording that takes 40-minutes to watch would typically warrant a higher behavior…

Your company has scaled enough so that end-to-end campaign execution is no longer a one-person operation. The marketing manager now needs to communicate with and rely on four different teams to execute their campaigns—the content team, the campaign builder, the QA team… maybe a PM, maybe not—and each of those teams needs to be given…

Between the usual marketing buzzwords and the latest martech craze, there is no shortage of hype around the idea of marketing attribution and marketing attribution tools. It can quickly get confusing trying to sort through the myriad of specialized tools touted to solve all your attribution needs. Do you really need another specialized martech to…

As Marketers, we are all familiar with the typical funnel KPIs. We implicitly know the importance of measuring the funnel and creating a robust lead lifecycle processing framework, but we often do not know how or where to start with our marketing lead reporting. Hint: The key is less in the actual KPIs, but rather…

Facing a marketing automation upgrade can be overwhelming with the endless universe of tools available for B2B and B2C teams. Etumos offers 6 factors to ensure it goes smoothly.

We all know how to talk about the key operational programs in a Marketo instance: Lifecycle Processing, Scoring, Data Management, etc. We know the function they serve and their importance. Although we’re talking about the same types of programs, the approach to how these programs are architected varies from company to company. We’re not all…

Most marketing departments begin or augment their demand generation efforts with list acquisition. Clearly marking these leads in your Marketo instance and tracking their future engagement is essential to making the most out-of-list purchases. We’ve helped our clients successfully automate this process with a Marketo List Acquisition template. At Etumos, we’ve created a template with…