Marketing Automation
What Is Vibe Coding? What It Means for Marketing Ops Teams
There’s a good chance someone on your team has already done it without calling it by ...
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Salesforce Account Engagement
Marketing Automation
What Is Human-in-the-Loop AI? It’s the Most Important Concept in Marketing Ops Right Now
Every marketing operations team is feeling the same tension right now: AI tools are getting powerful ...
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Marketing Automation
What Does “Agentic” Mean? A Marketing Ops Guide to AI Agents
If you’ve spent any time in the marketing technology space recently, you’ve probably heard the word ...
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Marketing Automation
The State of Marketing Operations: The ‘Ops’ Suffix
The current landscape of business operations is saturated with variations for terms like Marketing Operations (MOPs), ...
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Marketing Automation
Database Hygiene for Marketing Operations: The Foundation of Good Marketing
Overview The success of any marketing strategy—from personalized email campaigns to accurate lead attribution—rests on a ...
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Marketing Automation
B2B Email Metrics That Work
B2B Email metrics are broken – here’s what to do instead Every day on LinkedIn someone ...
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Marketing Automation
Your Web Chat is a Goldmine of Customer Data.
Still just mining for support tickets? We need to talk about your web chat. For years, ...
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Marketing Automation
Making Marketo a PLG Powerhouse
Recently, I wrote a whitepaper to help MOPS teams make Marketo a Product Led Growth ...
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Marketing Automation
Looker Studio: A Powerful Tool for your Marketing Ops team
Overview In today’s data-driven marketing landscape, having clear, actionable insights is crucial. Marketers often juggle multiple ...
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Marketing Automation
Enhancing Email Performance through Litmus
Overview As a marketing operations leader or a dedicated email marketer, you understand the constant pressure ...
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Marketing Automation
Salesforce licensing dilemma
Salesforce Integration Licenses – save money and improve security The Salesforce user license dilemma If ...
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Marketing Automation
How to Run a Tight Ship in GTM Operations
Running a Tight Ship in GTM Operations “Managers mistake operational effectiveness with strategy” Michael Porter In ...
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Marketing Automation
Bleeding-Edge RevTech Stacks: AI-First Architecture in Revenue Operations
Welcome to the new world of complex digital marketing! There’s been some crazy progress of technology, ...
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Marketing Automation
How To Use Hidden Fields In HubSpot For Global Content
What’s the problem? Have you ever been curious about how to implement a version of ‘global ...
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Marketing Automation
Troubleshoot Deliverability in Marketo
Overview Email deliverability refers to the ability of an email to successfully reach the inbox of ...
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Marketing Automation
Managing the Marketo to SFDC Campaign Sync
Overview Understanding how to synchronize Marketing efforts with Salesforce campaigns is essential for effective lead management ...
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Marketing Automation
Troubleshooting HubSpot Deliverability
Overview When it comes to problem solving in marketing operations, most scenarios are cut and dry. ...
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Marketing Automation
Into the Sunset: Shutting Down Your Marketo Instance
Overview That shiny new piece of marketing automation software is garnering all the attention with your ...
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Marketing Automation
What To Do With Bounce Information
Overview As an email marketer, there’s nothing worse than creating the perfect campaign, one which was ...
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Marketing Automation
What Works in Email?
Overview At Etumos, we come across the question all the time: “Can we do [insert really ...
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Marketing Automation
Under the Hood: Optimizing Your MOPs Engine with a Lead Flow Tune-up
As part of our routine maintenance at Etumos, I recently conducted a lead flow audit. Now, ...
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Marketing Automation
MCAE Summer ’24 Release
Overview In the fast-paced world of marketing, efficiency and effectiveness are key. Salesforce’s Marketing Cloud Account ...
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Marketing Automation
Unlocking Marketing Automation Success: Your Comprehensive Guide to Choosing the Right Platform
Overview In today’s economic landscape, folks are finding themselves facing the dual challenge of both optimizing ...
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Marketing Automation
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 ...
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Marketing Automation
How to use Marketo’s Idle Campaign Cleanup to Spot Optimizations in your Instance
Overview Once a quarter, Marketo will automatically deactivate triggered Smart Campaigns that no longer trigger activity ...
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Marketing Automation
Bots 101
Overview Digital marketing is an ever-evolving industry where the role of bots has become increasingly prominent. ...
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Marketing Automation
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 ...
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Marketing Automation
Critical Checklist: 8 Must-Haves When Hiring a Marketing Operations Agency
Introduction In today’s economic landscape, marketing teams face the challenge of optimizing their marketing operations while ...
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Marketing Automation
Turning Constraints into Marketing Magic: The Art of Doing More with Less
Overview In today’s economic landscape, marketing teams face the challenge of optimizing their marketing operations while ...
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Marketing Automation
The Essential Guide to Marketing Operations Performance Reviews (with FREE scorecard template!)
Overview In today’s economic uncertainty, marketing operations teams face the dual challenge of optimizing their marketing ...
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Marketing Automation
Why Lead Lifecycle Is the Backbone of Every Marketing Automation Platform
Overview If you’ve followed Etumos for a while, you probably already have an idea of just ...
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Marketing Automation
New to Marketo and Feeling Overwhelmed?
Marketo Training Resources to Get You Started Discover Our Experts’ “Secret” Resources No matter how you ...
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Marketing Automation
“My MOPs team is gone; what do I prioritize?” We asked AI.
For some context here, I’ve (Edward Unthank) been playing around with AI writing assistant tools for ...
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Marketing Automation
Mastering Qualification in Account Engagement with Custom Lead Fields
Account Engagement has some very straightforward and well-designed lead qualification features. For example, distinct behavior score ...
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Marketing Automation
Structuring for Scale: How to Create Organizational Efficiencies In Account Engagement
The first mistake companies often make when implementing new technologies is building those systems out to ...
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Marketing Automation
Siftrock Advances Email Reply Automation
Email continues to be an important channel of communication for both salespeople and marketers at B2B ...
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Marketing Automation
Don’t Waste $100,000 on Marketing Automation
There are tons of articles on why Marketing Automation is amazing and will “transform your business.” ...
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Marketing Automation
Dealing with Duplicates in Marketing Automation
One of the great features of marketing automation platforms (MAPs) is the ability to automate deduping. ...
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Marketing Automation
How to Use the Martech Maturity Model
In 2015, I released the Martech Maturity Model™ to explain what I was seeing happen with ...
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Marketing Automation
The Nurturing Waterfall Framework
The Nurturing Waterfall Framework Lead Nurturing, or even Account Nurturing, has been a long established “must ...
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Marketing Automation
The ROI of Marketing Automation
In recent posts, I have discussed that the ROI of marketing automation, and martech in general, ...
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Marketing Automation
The Real Time Marketing Tech Stack
The Real Time Martech Stack In his book, Real Time Marketing & PR (2010), David Meerman ...
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Marketing Automation
Marketing Automation Relies on Permission Marketing
Permission marketing is the foundation of all marketing automation. Without permission from interested members of your ...
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Marketing Automation
The Marketing Technology Maturity Model
In 2015, an interesting article from Chiefmartec described a report that 9% of firms are fully ...
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Marketing Automation
Improve Marketing Automation with One Rule
Do you need better marketing automation? Start by treating your customers the way you would want to ...
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Marketing Automation
Logic Pitfalls in Marketing Automation
One of the biggest mistakes I see is with the Job Title field. Most firms allow ...
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Marketing Automation
A Logic Lesson for Marketers
A marketing automation rockstar must understand basic logic. I believe we’re all database marketers at this ...
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Marketing Automation
How to Learn Marketing Automation
In the new year, do you want to learn Marketo? Do you want to learn the ...
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Marketing Automation
The Six Principles of Data Cleanliness for Marketing Automation
Many marketers who are new to marketing automation suddenly discover their success on the job is ...
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Marketing Automation
The Quick Guide for Marketing Automation Success
Whether you are just starting your marketing automation journey or you’re ramping up to crush next ...
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Marketing Automation
Email Deliverability and the Law – A Quick Rant
I came across a question about auto-subscribing leads to a company blog. I was very surprised ...
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Marketing Automation
How to Handle Marketing Automation Mistakes with the Golden Rule
Imagine you just sent 100,000 emails to your list. But the email had the wrong date ...
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Marketing Automation
Etumos Partners with Community Member to Create MOPs PROs Toolbox Chrome Extension
As Adobe continues to roll out its new Marketo Engage Unified Experience (MEUE) to clients, many ...
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Marketing Automation
Unraveling the New Marketo UI
Whether you love it or hate it or even want it, the new Marketo UI is ...
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Marketing Automation
Marketing Lead Reporting: How to Use Cohort Analysis to Understand Conversion & Velocity
As Marketers, we are all familiar with the typical funnel KPIs. We implicitly know the importance ...
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Marketing Automation
Facing a Marketing Automation Upgrade? These 6 Factors Will Ensure it Goes Smoothly
Facing a marketing automation upgrade can be overwhelming with the endless universe of tools available for ...
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Marketing Automation
Speaking the Same Language for Marketo Architecture & Best Practices
We all know how to talk about the key operational programs in a Marketo instance: Lifecycle ...
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Marketing Automation
Scaling Your Marketing Efforts with a Centralized Submission Process
To scale marketing efforts, both in the amount of marketing communications that you’re putting out and ...
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Marketing Automation
How to Build Marketo Email Program Templates
Marketo Email Program Templates Guide The Most Valuable Marketo Email Program Templates You’ll Ever Build Adobe ...
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Marketing Automation
List Acquisition? There’s a Marketo Template for That.
Most marketing departments begin or augment their demand generation efforts with list acquisition. Clearly marking these ...
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Marketing Automation
A Marketo Content Program Template for Every Type of Content
The primary building block for any marketing initiative is content. We, marketers, thrive on content—but this ...
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Marketing Automation
How to Build your next Marketo Event Template
Consider this scenario: Your company just committed to hosting a series of events over the next ...
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Marketing Automation
How to Build a Marketo Webinar Template that Scales
Webinars have become a favorite marketing tactic for many of today’s B2B brands, because they can ...
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Marketing Automation
How to Use Lifecycle Processing to Guide and Structure Your Marketing
The backbone of a marketing automation platform is a prospect’s progression from original visitation and creation ...
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Marketing Automation
Robust and Scalable: How to Build Your Ideal Marketing Technology Framework
Today, digital marketers should always be looking for ways to continually improve their efforts. The goal ...
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Marketing Automation
Demographic Gating: How to Score and Qualify Leads More Efficiently
In B2B marketing, there’s a vast difference between someone who fills out a form and someone ...
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Marketing Automation
Multi-Channel Nurture to Guide Your Remarketing Campaigns
One of the biggest areas for marketing improvement is a better utilization of remarketing campaigns for ...
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Marketing Automation
How to Do Intelligent Lead Nurturing
Intelligent lead nurturing has evolved from drip email marketing—and is rapidly replacing it. Drip email campaigns ...
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Marketing Automation
Take Lead Scoring to the Next Level: Demographic Scores and Behavior Scores
(Originally posted on yesler.com) Lead scoring is made up of two different kinds of information, each ...
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Marketing Automation
The B2B Marketing Revolution: Remarketing Campaigns Assigned by Marketing Automation
Setting Dynamic Remarketing Campaigns with Marketing Automation This is absolutely revolutionary for B2B marketing. This combines ...
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Marketing Automation
Marketo Rich Text Tokens and Marketo Text Tokens: Uses and Functionality
(Originally posted on edwardunthank.com) At a recent Seattle Marketo User Group meeting, I was surprised to ...
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