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Marketing Operations Playbook

Marketing Operations Playbook

Comparing Foundational Features Across Marketing Automation Platforms

Overview There are several marketing automation platforms (MAPs) on the market, and they more or less ...
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Marketing Operations Playbook

Get Your Time Back: 3 Time Saving Tools for Every MOPs Pro

Overview Check your email, check your Slack, jump on a meeting, answer a Slack, and on ...
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Marketing Operations Playbook

How to: Salesforce Flows to Populate UTM Campaign Member Fields

Overview This is a quick guide on how to build a Salesforce flow to populate custom ...
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Marketing Operations Playbook

Critical Checklist: 8 Must-Haves When Hiring a Marketing Operations Agency

Introduction In today’s economic landscape, folks are finding themselves facing the dual challenge of both optimizing ...
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Marketing Operations Playbook

Turning Constraints into Marketing Magic: The Art of Doing More with Less

Overview In today’s economic landscape, folks are finding themselves facing the dual challenge of both optimizing ...
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Marketing Operations Playbook

The Essential Guide to Marketing Operations Performance Reviews (with FREE scorecard template!)

Overview In today’s economic uncertainty, folks are finding themselves facing the dual challenge of both optimizing ...
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Marketing Operations Playbook

Spotlight on Mops-Apalooza 2023: Highlights from the Inaugural Event

Overview The inaugural Mops-Apalooza event, featuring the MOPsCON virtual track, brought together MOPs professionals from across ...
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Marketing Operations Playbook

A Comprehensive Guide to Marketo Engage Person Source Framework

Overview Person source architecture in Marketo Engage is a key foundational framework that allows your Marketing ...
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Marketing Operations Playbook

Tips and Tricks: Onboarding and Optimizing LeanData

Overview In today’s data-driven business landscape, companies are constantly seeking ways to optimize their operations and ...
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Marketing Operations Playbook

Simple Solutions to Complex MOPs Problems

Overview In today’s fast-paced marketing world, it’s easy to fall into the trap of relying on ...
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Marketing Operations Playbook

Scaling your Martech Stack & Team from Startup to Enterprise

Overview Within this blog, we’ll discuss the challenges and strategies for growing your marketing technology (martech) ...
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Marketing Operations Playbook

Preference Management Shouldn’t be a Full-time Job

Overview Have you found yourself dedicating more and more time to making lead preference changes across ...
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Marketing Operations Playbook

4 Tips to Improve Your Webinar Success

Overview Are you struggling to get attendees to your webinars? Do you know what you should ...
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Marketing Operations Playbook

ProTips for Your First 90 Days in a New Marketing Operations Role

Overview Starting a new role is exciting. We’re all ready to dive in and make the ...
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Marketing Operations Playbook

Your Guide to Marketo Field Cleanup

Overview We’ve all been there- you’re searching for a field in your smart lists and can’t ...
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Marketing Operations Playbook

How to Integrate Marketo with Salesforce

Overview Most businesses will operate out of a customer relationship management (CRM) platform such as Salesforce ...
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Marketing Operations Playbook

Lead Quality: Acceptance Rate Report

Lead Quality Acceptance Rate Report The Lead Quality Acceptance Rate (Known>MAL) Report shows the rate at ...
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Marketing Operations Playbook

The Top 3 In-Person Event Integration Services

Overview In today’s digital age, in-person events remain a valuable marketing strategy for businesses to connect ...
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Marketing Operations Playbook

How to Scale Campaign Volume with a PM Tool

Overview Today’s campaign operations professionals are under constant pressure to produce more and more campaigns, often ...
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Marketing Operations Playbook

Guide to Etumos’ Campaign Production Process

Overview If you’re a campaign operations professional (or you work with them often), then you know ...
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Marketing Operations Playbook

A/B Testing Best Practices: How to Set Up Successful A/B Tests in Marketo

Do you know why you send your marketing emails in the mornings, why your CTA buttons ...
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Marketing Operations Playbook

Best Ways to Scale Campaign Production with Asana

Overview There are a lot of moving parts involved in campaign production – people across teams ...
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Marketing Operations Playbook

How Highly Efficient Marketing Ops Teams Manage Centralized Campaign Production

Overview A single campaign build typically involves multiple people from different teams who have to find ...
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Marketing Operations Playbook

How to Optimize Each Stage of the Campaign Production Process

Overview When it comes to building campaigns within a marketing automation platform (MAP), there are several ...
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Marketing Operations Playbook

Managing Marketing Ops Stakeholders

Marketing technology touches many different parts of a business so it’s understandable that a marketing operations ...
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Marketing Operations Playbook

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 ...
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Marketing Operations Playbook

How To Optimize Campaign ROI With Instance Organization

Everyone has heard the phrase spring cleaning, defined by Merriam-Webster as “the act or process of ...
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Marketing Operations Playbook

The Importance of Privacy Compliance in Highly Regulated Industries

Overview Privacy compliance is crucial, especially for highly regulated industries such as healthcare, finance, and government. ...
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Marketing Operations Playbook

How to Configure Your PM Tool to Support Marketing Operations

Overview Marketing operations (MOPs) teams are critical to the success of any large marketing department. Responsibilities ...
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Marketing Operations Playbook

Top Tips for Nurture Program Strategy

Overview Marketo Engage’s Engagement Programs allow you to create personalized nurture journeys for leads at scale. ...
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Marketing Operations Playbook

Best Ways To Improve Audience Targeting With Preference Center

A preference center is a valuable tool for improving audience targeting in marketing automation platforms such ...
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Marketing Operations Playbook

Marketing Operations Role after Campaign Launch

Overview 3…2…1….takeoff! Your email campaign has successfully launched, so what comes next? Although hitting the launch ...
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Marketing Operations Playbook

How to Track Web Activity with HubSpot

Overview Tracking your website’s engagement is critical in today’s landscape. Being able to see what your ...
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Marketing Operations Playbook

Automate HubSpot Marketing Hub to Measure Lead Velocity

Overview When I think of metrics that every company should be tracking to understand how they ...
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Marketing Operations Playbook

Best Ways To Optimize Lead Conversion With Lead Scoring

Overview Lead conversion is a direct indicator of how successful your business is as it defines ...
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Marketing Operations Playbook

Using Program Templates in Marketo Engage to Optimize Campaign Consistency

Overview When it comes to Marketo Engage Program Templates there are a lot of questions on ...
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Marketing Operations Playbook

How the Top Marketing Automation Platforms Track Web Visits

Overview One of the funnest parts of being a marketing operations professional is having a behind ...
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Marketing Operations Playbook

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 ...
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Marketing Operations Playbook

SLAs Explained: Why Mature Marketing Ops Team Require Longer Lead Times

Overview To say that mature Marketing Operations (MOPs) teams require longer lead times than less experienced ...
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Marketing Operations Playbook

Managing Roles and Permissions in Marketo

 Join Etumos’ own Alysha Khan as we review Roles and Permissions in Marketo and how ...
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Marketing Operations Playbook

How to Develop a Higher Education Lead Lifecycle in Marketo Engage

Overview Higher education institutions may have a deeper relationship with their constituents, but they can still ...
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Marketing Operations Playbook

Best Ways To Optimize Lead Volume With Lead Scoring

Overview Lead volumes can be hard to predict or control, sometimes flooding your sales team, and ...
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Marketing Operations Playbook

Do More with Marketo Engage to Optimize for Messaging Compliance

What is Messaging Compliance? Messaging compliance relates to the established laws that govern how companies can ...
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Marketing Operations Playbook

Direct Mail Integration Services

Overview With the rise of technology usage, marketers have taken advantage of this shift by using ...
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Marketing Operations Playbook

Best Ways To Optimize Lead Velocity With Lead Scoring

Overview What do you do when your leads are constantly being disqualified, nurtured, or stuck? Time ...
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Marketing Operations Playbook

How to Manage Marketing Operations Campaign Request Intake

Overview Implementing a campaign production process is the first step a company can take in reaching ...
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Marketing Operations Playbook

How to Consolidate Marketo Instances: Managing Acquisitions & Tech Debt

Overview So your company just acquired another company! While the excitement stirs throughout the org and ...
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Marketing Operations Playbook

How to Manage Marketo Lead Data in Highly Regulated Industries

Overview Companies in highly regulated industries have to be extra vigilant and protective to ensure compliance. ...
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Marketing Operations Playbook

How to Track Web Activity with Account Engagement

Overview Many organizations use a web analytics tool to understand visitor behavior and optimize website content ...
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Marketing Operations Playbook

The Top 3 HubSpot Integrated Services for B2B Companies

Overview While HubSpot is a powerful Marketing Automation tool with lots of capabilities, there are some ...
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Marketing Operations Playbook

The Top 3 Virtual Meeting Integration Services

Overview Ever since the craziness of 2020, virtual meeting services have become more important than ever ...
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Marketing Operations Playbook

Top 10 Ways to Optimize Lead Scoring

Overview What if I told you, you could increase your conversion rates, make the sales team ...
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Marketing Operations Playbook

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 ...
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Marketing Operations Playbook

Why Project Management is Critical for Efficient Marketing Operations

Overview In today’s competitive business environment, effective marketing communications are crucial for the success of any ...
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Marketing Operations Playbook

Your Global Marketing Must Have: HubSpot Marketing Hub Privacy Compliance

Overview At Etumos, we think of Privacy Compliance as the operational workflows that orchestrate and govern ...
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Marketing Operations Playbook

Lead Scoring Basics: Calculating Lead Scores in HubSpot

Overview HubSpot loves making standard marketing automation processes easy to set up Day 1. Lead scoring ...
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Marketing Operations Playbook

Best Ways to Optimize Lead Conversion with Lifecycle Processing

Overview Lead conversion, the process of turning a lead or prospective customer, into an actual customer, ...
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Marketing Operations Playbook

How to Manage User Permissions, Permission Sets and Teams in HubSpot

Overview Managing user permissions in any tool can be a burden. From a lack of clarity ...
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Marketing Operations Playbook

How to integrate HubSpot with Salesforce

Overview If you’re using HubSpot as your marketing automation platform and Salesforce as your CRM system, ...
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Marketing Operations Playbook

Marketing Operations Build Times by Campaign Type

Overview We are living in a time of automation and when you have AI completing tasks ...
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Marketing Operations Playbook

Everything in its Place: Using Folders to Organize Account Engagement

Overview Organizational structure, with folders and naming conventions, is the basis for scalability. If you begin ...
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Marketing Operations Playbook

Things You Need to Know As a New Pardot User

New Account Engagement User MiniGuide Welcome! Maybe you’re here because you just purchased Marketing Cloud Account ...
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Marketing Operations Playbook

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 ...
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Marketing Operations Playbook

How to Create Custom User Roles & Permissions in Account Engagement

Overview Marketing Cloud Account Engagement1, the B2B marketing automation platform in the Salesforce ecosystem, is most ...
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Marketing Operations Playbook

Marketing Operations Certifications Explained: HubSpot, Account Engagement & Marketo

Overview While there are many similarities between Marketing Automation Platforms, each has unique capabilities, functionality, and ...
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Marketing Operations Playbook

Why Your PM Tool is Critical for Marketing Operations

Overview Business processes have adapted to a remote work culture. Even if your organization has shifted ...
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Marketing Operations Playbook

When to Migrate from Marketing Cloud Account Engagement (Pardot) to Marketo

Overview So you’re currently using Salesforce Marketing Cloud Account Engagement (Pardot) and you’re starting to reach ...
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Marketing Operations Playbook

What You Need to Know: 2023 Marketo Engage Roadmap

Overview This year’s 2023 Adobe Summit was an exciting one, for many reasons. After a 3 ...
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Marketing Operations Playbook

Tips for Implementing Marketo Engage

Overview How would you get started if you were handed the keys to a brand new ...
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Marketing Operations Playbook

Optimizing your Campaign Costs with Marketo Engage

An important function of marketing operations is monitoring campaign costs because sadly, money does not grow ...
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Marketing Operations Playbook

Marketo vs. HubSpot Benefits Comparison

Overview Whether you are implementing a marketing automation platform for the very first time or you ...
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Marketing Operations Playbook

How to Optimize Marketing Operations Campaign Build Times

Overview We may all have the same 24-hour day, but most people don’t go spending it ...
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Marketing Operations Playbook

How to Implement Direct Mail in Marketo

Overview Want to show your prospects and customers you care? Interested in incentivizing individuals to attend ...
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Marketing Operations Playbook

How Minimum Valuable Requirements Create More Efficient Marketing Ops Teams

Overview A successful intake process has everything you need right out of the gate. As you ...
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Marketing Operations Playbook

How to Implement a Marketing Operations QA Process

Overview What is a campaign QA process? Why is it a mission critical process? When should ...
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Marketing Operations Playbook

How to Create Custom User Roles & Permissions in Marketo

Whether you have a small team of Marketo users or many users to manage, Marketo makes ...
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Marketing Operations Playbook

Email Best Practices: There’s a Checklist for That

Overview Lost with the plethora of information out there telling you how to manage your email ...
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Marketing Operations Playbook

Do More with Marketo Engage to Increase Lead Velocity

Overview Forecasting revenue is challenging for many companies. Lead velocity is one sales metric that can ...
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Marketing Operations Playbook

Breaking it Down: Understanding Custom Objects, Custom Activities and Custom Fields in Marketo

Overview Adobe Marketo Engage comes with a pre-built data schema featuring standard objects, fields and activities. ...
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Marketing Operations Playbook

Battle Royale: Audience Selection in Marketo Engage

Overview If there is anything that Marketo Engage is famous for, it’s that you have a ...
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Marketing Operations Playbook

Automate Marketo Engage to Maximize Lead Quality

Overview Lead Quality is a goal for any organization in order to maximize return on investment. ...
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Marketing Operations Playbook

How to Win With Dirty Data, Building Marketo Engage Segmentations

Org-Level Segmentations Drive Marketing Our inboxes are filled with hundreds of emails daily and marketing teams ...
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Marketing Operations Playbook

SPF and DKIM Records Explained

Overview Businesses worry about whether or not their emails ever reach their intended recipients – subscribers, ...
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Marketing Operations Playbook

The Most Valuable Audience Segmentations for Enabling Automated Marketing

Overview Setting up segmentations in Marketo Engage is essential to ensure your business’s success by knowing ...
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Marketing Operations Playbook

The Importance of Personas: Audience Targeting 101

Overview Segmenting your audience and turning it into personas is a process that involves dividing a ...
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Marketing Operations Playbook

Marketing Automation Basics: Stopping Data Quality Issues Before They Start

Overview Marketing automation and Customer Relationship Management systems have seen numerous advancements in automation, but there ...
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Marketing Operations Playbook

A Crash Course in Using Marketo Engage Segmentations for Dynamic Content

Marketo Dynamic Content in Segmentations Sales teams and content creators understand how critical personalization is for ...
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Marketing Operations Playbook

Architect Marketo Engage to Drive Brand Consistency

Brand Consistency and Marketo Brand consistency is vital to providing a great customer experience and achieving ...
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Marketing Operations Playbook

How to Prevent Data Quality Issues from Impacting Privacy Compliance

Let’s talk about some of the impacts on your email operations and marketability when your data ...
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Marketing Operations Playbook

Marketing and Sales Data Standardization: Best Practices for Scrubbing Your Database and Lists

Data standardization is a bit of a buzzword in the MOPs industry, but what is it ...
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Marketing Operations Playbook

Where do I Start Taking Over an Existing Hubspot Instance: Audit to Roadmap in 6 weeks

Anyone who’s worked in Marketing Operations knows that Marketing Automation is the name of the game. ...
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Marketing Operations Playbook

5 Tips to Getting Started with Email Deliverability

Five tips (alphabetically): Apply best practices: avoid trigger words in your subject lines and email content, ...
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Marketing Operations Playbook

Lead Scoring Basics: Calculating Person Scores in Adobe Marketo Engage

Overview Lead scoring is a shared sales and marketing methodology for ranking and prioritizing leads for ...
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Marketing Operations Playbook

Where Marketing Automation Platforms Fail at Privacy Compliance

Overview Over the past several years, data privacy has bubbled to the forefront – but many ...
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4 Ways to Get the Most Out of LeanData-Blog Post

Marketing Operations Playbook

4 Ways to Get the Most Out of LeanData

If you have recently added LeanData to your tech stack to handle lead routing and account ...
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How to Scale Your Marketing Technology: Service Bus & Big Data in Marketing Operations

Marketing Operations Playbook

How to Scale Your Marketing Technology: Service Bus & Big Data in Marketing Operations

Etumos’ clients run the gamut of small to large businesses and across the marketing operations maturity ...
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Marketing Operations Playbook

How to Scale Your Campaign Operations Team Through Specialization

Campaign Operations is scaling faster than ever throughout B2B marketing teams and it’s about time. With ...
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Marketing Operations Playbook

Streamline Privacy & Compliance Using a Centralized Data Enrichment Service

(Part 3 of our series) As we discussed in previous posts in this series, creating a ...
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Marketing Operations Playbook

Centralized Data Enrichment – Start Your MarTech Evolution

(Part 1 of our series) Most marketing organizations start with data enrichment innocently enough. “We just ...
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Maximize Your Lead-to-SQL Conversion with Regression-Backed Lead Scoring graph

Marketing Operations Playbook

Maximize Your Lead-to-SQL Conversion with Regression-Backed Lead Scoring

Traditionally, most marketers have taken a “finger in the wind” approach to behavior scoring. That is ...
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Marketing Operations Playbook

Aligning Marketing and Sales Operations

Over the years, marketing has increasingly had more responsibility for revenue generation. Because of this, being ...
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Blog: How to Build a High-Powered MOPs Team

Marketing Operations Playbook

How to Build a High-Powered Marketing Operations Team

Edward Unthank offers a template for building a sustainable, high-performing marketing operations team (MOPs) and his ...
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Marketing Operations Playbook

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 Operations Playbook

Scaling Your Marketing Team for Operational Success

Consider the following scenario: A Marketing Automation Architect is perusing the marketing calendar and looking at ...
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Marketing Operations Playbook

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 Operations Playbook

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 Operations Playbook

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 Operations Playbook

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 Operations Playbook

How to Build Your Marketing Operations Team

Marketing technologists are always questioning the current structure of their marketing operations team—as well they should be. ...
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Marketing Operations Playbook

The 3 Skills of the New Technical Marketer

There has been a recent surge in the number of people employed as Marketing Technologists: or, ...
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Marketing Operations Playbook

3 Types of Profiling Programs to Guide Your Marketing Efforts

What are Profiling Programs? Profiling programs can be set up in your marketing automation platform to ...
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Marketing Operations Playbook

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 Operations Playbook

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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