Audit Your Way to a Best-in-Class MAP
Overview One of my favorite things about being a marketing operations consultant is that I get to work with a variety of marketing automation platforms and help clients get the most out of their investment in the platform. It’s sort of like a big puzzle that I get to come in and figure out how…
SFDC <> HubSpot Initial Sync Findings
Overview We have a team here at Etumos that focuses on how our company can assist HubSpot clients in maximizing their use of the platform. This usually involves meeting to gain a deeper understanding of new feature releases or discovering more efficient methods for common processes. However, our most recent team sync involved sharing a…
In the Know of your Lead Flow
Overview There’s no doubt about it: speed is key when it comes to getting your marketing leads over to your sales team. A quicker response time results in a better experience for the prospect, which ultimately can lead to more revenue for your business. The thought process is simple enough, yet I believe many of…
Troubleshoot your Email Deliverability in MCAE
Overview As B2B marketers using Marketing Cloud Account Engagement (MCAE – formally known as Pardot), it is critical to share information about your brand with potential prospects and existing customers. While new and trendy marketing channels have emerged in recent years, there is one channel that has stood the test of time and isn’t going…
8 Tips to Optimize your HubSpot Lifecycle Stages
Read this before building/updating your Lifecycle Stages in HubSpot… I promise this won’t be one of those recipe-type articles where I tell you the back story behind what motivated me to be in MOPs, what lifecycle means to me, or the origin of lifecycle. Let’s just get straight to it. You’re likely here because you…
MOPs Basics: Three Forms You Need in Account Engagement
Overview Forms are effective tools in capturing information about your prospects as you attempt to convert them to opportunities down the road. Here’s the thing, though: there are really good forms out there and really bad forms out there. You know, the ones you see and don’t even attempt to fill out because they are…
More Account Engagement Opted Out Sync Behavior Changes are Coming
What was the original change? Back in 2022 Salesforce announced changes were being made to the sync behavior options for the Opted Out field in Marketing Cloud Account Engagement1. Prior to the announcement, organizations were able to select the “Use the most recently updated field value” option for the Opted Out field in Account Engagement,…
Using Prospect Grading & Scoring in Account Engagement to Maximize Conversion
Grading and Scoring in Account Engagement As a marketing operations professional one of the questions I often face is how I can make a process more efficient and effective. This often revolves around the lead handoff process between sales and marketing, a topic that will be debated until the end of time. Regardless of what…
Marketing Ops Best Practices for Properties and Lists in HubSpot Marketing Hub
Overview Too much of a good thing can sometimes be a bad thing. I was usually told this after eating too much candy on Halloween and waking up the next morning wanting to stay home because I was sick. My mom would love that I’m writing this, but I should have listened to her advice….
Using Conditional Groups in Completion Actions in Account Engagement
What are conditional groups in completion actions? As you may or may not know, completion actions are actions applied to a prospect record when they interact with specific pieces of content in your Account Engagement instance. Completion actions can be added to forms, form handlers, files, custom redirects, emails, and page actions. They ultimately allow…
