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Marketing Operations Playbook

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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Marketo Training Resources

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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Help! My MOPs team is gone, what should I prioritize. Jasper AI

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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Remove Duplicates

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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Martech Maturity Model

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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Hero Cycle Credit: Chris Vogler/Wikipedia

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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Real Time Business Stack - David Meerman Scott

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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Permission Marketing Go Light

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-tech-maturity-model

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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Marketo Boolean Logic

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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Old Employee Range Corrector

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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How to Be a Marketing Automation Rockstar - Webinar July 14 2014

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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Etumos Partners with Community Member to Create MOPs PROs Toolbox Chrome Extension

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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funnel

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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