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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…

Eliminating Data Quality Issues in Account Engagement with Automation

Recently, I wrote about the importance of maintaining a high level of prospect quality within your Marketing Cloud Account Engagement1 instance. I talked about making sure your data was accurate, complete, and relevant because the benefits of doing so can permeate throughout the business. For the purposes of this article we are going to talk…

Increasing Prospect Quality within Marketing Cloud Account Engagement

Improve Prospect Quality in Account Engagement I’m a big fan of the Creed movies. Nevermind the fact that Michael B. Jordan is one good lookin’ dude, but I love the training scenes depicting everything he goes through leading up to his fights. Whether it was working out in the desert after breaking his ribs or…

Marketo vs. HubSpot Benefits Comparison

Overview Whether you are implementing a marketing automation platform for the very first time or you are thinking about switching to a new platform, the decision can be tough. Not only is price a huge factor, but you also need to make sure the platform you choose can actually support your business now and in…

How to use Requested Campaigns to Streamline Data Standardization in Marketo Engage

What are Requested Campaigns in Marketo? Have you ever clicked the Flow actions tab in a Marketo smart campaign and been overwhelmed by the amount of flow steps? I’m pretty sure one of the first smart campaigns I built when starting my Marketo journey consisted of 25+ flow steps. Boy, did I learn quickly why…

How to Create a More Efficient Buyer’s Journey in Marketo Engage

Overview I once had to dress up as Mr. Ralph Waldo Emerson for a school project in elementary school. The project required me to learn about his upbringing, his accomplishments, and the passion behind what he did. During my research I came across a quote he was famous for saying: “It’s not about the destination;…