Skip to main content

Maximize the ROI of your MAP with a Free Health Audit


x
Newspaper illustration

Marketing Operations Playbook

Real-time lead scoring in Marketo, a marketing operations playbook from Etumos

Marketing Operations Playbook

Real-Time Lead Scoring in Marketo: Build a Growth Signals Agent

Marketo lead scoring is cumulative, so it rewards tenure over urgency. A growth signals agent scores ...
Learn More
From human-in-the-loop to full autonomy - an AI maturity model by Etumos

Marketing Operations Playbook

From Human-in-the-Loop to Full Autonomy: An AI Maturity Model

Move from human-in-the-loop to human on the loop with a three-stage AI maturity model: reference quality, ...
Learn More
Upleveling marketing ops in the agentic AI era by Etumos

Marketing Operations Playbook

Upleveling Marketing Ops: Humans, Agents, and the AI Race

Upleveling marketing ops means directing agentic AI, not clicking buttons. Learn how MCPs and the agentic ...
Learn More
Basic AI use cases in marketing ops - start small, win big by Etumos

Marketing Operations Playbook

AI Use Cases in Marketing Ops: Start Small, Win Big

Skip the viral AI bait. Learn the basic AI use cases in marketing ops that actually ...
Learn More
Guarding against AI hallucinations in marketing operations by Etumos

Marketing Operations Playbook

AI Hallucinations: How to Guard Your Marketing Ops Data

AI hallucinations are the confident lie that breaks your pipeline. Learn what causes them, how to ...
Learn More
The AI-first tech stack - agentic marketing architecture by Etumos

Marketing Operations Playbook

AI-First Tech Stack: From CRM-Centric to Agentic Architecture

Learn how an AI-first tech stack replaces CRM-centric workflows with a processing layer of AI agents, ...
Learn More
The Four Pillars of Marketing Operations — Etumos

Marketing Operations Playbook

The Four Pillars of Marketing Operations: The Original Framework, Explained

The Four Pillars of Marketing Operations (Platform, Campaign, Marketing Intelligence, and Development Ops) explained by Etumos, ...
Learn More

Marketing Operations Playbook

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 ...
Learn More

Marketing Operations Playbook

B2B Email Metrics That Work

B2B Email metrics are broken – here’s what to do instead Every day on LinkedIn someone ...
Learn More

Marketing Operations Playbook

Making Marketo a PLG Powerhouse

  Recently, I wrote a whitepaper to help MOPS teams make Marketo a Product Led Growth ...
Learn More

Marketing Operations Playbook

Mastering Campaign Operations: How to Streamline, Scale, and Optimize Your Marketing Efforts

Unlocking Marketing Potential: The Power of Strategic Campaign Operations In today’s fast-paced digital landscape, marketing teams ...
Learn More

Marketing Operations Playbook

Enhancing Email Performance through Litmus

Overview As a marketing operations leader or a dedicated email marketer, you understand the constant pressure ...
Learn More

Marketing Operations Playbook

How to Choose the Right Marketing Operations Vendor: A Step-by-Step Guide

Overview In today’s complex marketing technology landscape, selecting the right marketing operations vendor requires more than ...
Learn More

Marketing Operations Playbook

Marketing Operations in Healthcare

Overview In today’s digital landscape, email marketing remains a powerhouse for engaging audiences, nurturing leads, and ...
Learn More

Marketing Operations Playbook

Why you should give a damn ’bout your (sender) reputation

Maybe this title resonates with you because someone else (not you, of course, you’d never) did ...
Learn More

Marketing Operations Playbook

Protected: DynamicChatv1

There is no excerpt because this is a protected post.
Learn More

Marketing Operations Playbook

The Efficiency Playbook: Your Guide to Doing More with Less in Marketing Operations

Overview In today’s fast-paced marketing landscape, teams are asked to accomplish more with fewer resources. Budget ...
Learn More

Marketing Operations Playbook

Campaign Demand Center 101: Optimizing Your Project Management Tool Intake Form

Overview Learn how your marketing operations team can optimize your Project Management Tool intake form to ...
Learn More

Marketing Operations Playbook

Campaign Demand Center 101: Optimizing Your Content Submission Templates

Overview Learn what components your marketing operation team needs to have in your Content Submission Templates ...
Learn More

Marketing Operations Playbook

MOPs QA Tips & Tricks

Overview QA, or lack of, got you down? If you’re not sure where to start with ...
Learn More

Marketing Operations Playbook

How Do You Stack Up? Understanding Campaign Operations Maturity

Have you ever wondered how your campaign operations function stacks up on a maturity curve? Maybe ...
Learn More

Marketing Operations Playbook

UTMs: An Essential Tool in Your Digital Marketing Toolkit

In the ever-evolving landscape of digital marketing, data is king. Marketers need precise insights into the ...
Learn More

Marketing Operations Playbook

In the Know of your Lead Flow

Overview There’s no doubt about it: speed is key when it comes to getting your marketing ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

Marketing Operations Playbook

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 ...
Learn More

Marketing Operations Playbook

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 ...
Learn More

Marketing Operations Playbook

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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) ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

Marketing Operations Playbook

Guide to Etumos’ Campaign Production Process

Overview If you’re a campaign operations professional (or you work with them), then you know that ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

Marketing Operations Playbook

Managing Marketing Ops Stakeholders

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

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 ...
Learn More

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 ...
Learn More

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. ...
Learn More

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 ...
Learn More

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. ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

Marketing Operations Playbook

Managing Roles and Permissions in Marketo

 Join Etumos’ own Alysha Khan as we review Roles and Permissions in Marketo and how ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

Marketing Operations Playbook

Direct Mail Integration Services

Overview With the rise of technology usage, marketers have taken advantage of this shift by using ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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. ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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, ...
Learn More

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 ...
Learn More

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, ...
Learn More

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 ...
Learn More

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 ...
Learn More

Marketing Operations Playbook

Things You Need to Know As a New Account Engagement User

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

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

Marketing Operations Playbook

Tips for Implementing Marketo Engage

Overview How would you get started if you were handed the keys to a brand new ...
Learn More

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 ...
Learn More

Marketing Operations Playbook

Marketo vs. HubSpot Benefits Comparison

Overview Whether you are implementing a marketing automation platform for the very first time or you ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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. ...
Learn More

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 ...
Learn More

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. ...
Learn More

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 ...
Learn More

Marketing Operations Playbook

SPF and DKIM Records Explained

Overview Businesses worry about whether or not their emails ever reach their intended recipients – subscribers, ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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 ...
Learn More

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. ...
Learn More

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, ...
Learn More

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 ...
Learn More

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 ...
Learn More
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 ...
Learn More
How to Manage a Martech Stack

Marketing Operations Playbook

How to Think About Your Marketing Tech Stack

How to Think About Your Marketing Tech Stack At the 2019 Adobe-Marketo Summit, I had the ...
Learn More
Edward Unthank, Founder of Etumos

Marketing Operations Playbook

A Conversation with Edward Unthank of Etumos

Founder of Etumos shares his journey in Marketing Operations, MarTech and Marketo, leading him to take ...
Learn More

Marketing Operations Playbook

Martech Stack Assessment Tips

A successful martech stack allows you to automate marketing and sales business processes in a way ...
Learn More

Marketing Operations Playbook

Agile Marketing and Agile Vendor Contracts

Recently, I’ve written about how to work with vendors and your internal teams to produce optimal ...
Learn More

Marketing Operations Playbook

Martech is About Scale

Marketing technology is about scale. Marketers tend to forget this because “scale” isn’t as sexy as ...
Learn More

Marketing Operations Playbook

Martech Pricing Models and Market Shift

Whether you are a martech vendor, or just embracing the subscription economy, your firm relies on ...
Learn More

Marketing Operations Playbook

Working with Martech Vendors – Stop Doing it Wrong

One of the first posts on this site was the Marketing Automation RFP. That post was ...
Learn More

Marketing Operations Playbook

Using Information on People and Accounts as an SDR

The purpose of the data provided to SDRs and AEs is to help them prepare for ...
Learn More

Marketing Operations Playbook

Enforcing Contact Roles in Salesforce

A constant refrain we hear is, “How do I enforce Contact Roles in Salesforce so I ...
Learn More

Marketing Operations Playbook

Careers in B2B Marketing – a Primer

A Primer on Careers in B2B Marketing Let’s talk about B2B as a whole. Once you ...
Learn More

Marketing Operations Playbook

Account Based Marketing – What it is and what it is not

Nearly everything I’ve seen is about sending direct mail/email/ads to people at a Target Account or ...
Learn More

Marketing Operations Playbook

How to Break into Marketing Technology at Any Age

About once a week I receive a note from a subscriber asking about how to learn ...
Learn More

Marketing Operations Playbook

Careers in Marketing Automation and Technology

While I love sharing what I’ve learned about Marketo with you, a few blog posts aren’t ...
Learn More
Strategy or Tactical Chess

Marketing Operations Playbook

Marketing Reports – Strategy, Tactics, and Operations

When marketers discuss reports, I often see confusion instead of clarity. It is too easy to ...
Learn More

Marketing Operations Playbook

Interview with Marketing-Dev Pro Sanford Whiteman

Let’s talk more about the emerging discipline of marketing devops or marketing systems developer with one ...
Learn More

Marketing Operations Playbook

The Rise of the Marketing Developer and Systems Integrator

During the 2016 Marketo Summit, I had a couple of interesting conversations with my colleagues and ...
Learn More
Account Name Variation List

Marketing Operations Playbook

Account Based Marketing without the Fancy Toys

With the explosion of ABM talk and tools the past year, many demand generation marketers are ...
Learn More

Marketing Operations Playbook

Nurture the Way You Want to be Nurtured

Lately I have been questioning how most people nurture leads. The usual method is to structure ...
Learn More
Level - Achieve Alignment

Marketing Operations Playbook

Achieving Sales-Marketing Alignment with Automation

Marketo and HubSpot and other marketing automation vendors have written a lot about the idea of ...
Learn More
The Real Time Marketing Tech Stack

Marketing Operations Playbook

How to Insert Real Time Technology into Your Workflow

“When you are building systems to scale your business, you have to build systems that you ...
Learn More

Marketing Operations Playbook

Account Based Marketing Operations

With Account Based Marketing (ABM) all the sensation the past few months, I had to consider ...
Learn More
smart-list-identify-bad-leads

Marketing Operations Playbook

How to Fix a Marketing Database Snafu

Did you just experience a data snafu? Did you just use a few other choice words ...
Learn More

Marketing Operations Playbook

Marketing Automation Lets You Build a CRM for Your Business

Marketers and salespeople often complain their CRM is limiting them. Salesforce and MS Dynamics and Sugar ...
Learn More

Marketing Operations Playbook

Explaining Lead Scores to Sales

When you have launched your scoring system, you should have a meeting or two with the ...
Learn More

Marketing Operations Playbook

How to Build a Lead Scoring System with Sales

Lead scoring is a necessary and important part of automation, yet it too often operates in ...
Learn More

Marketing Operations Playbook

Importance of Salesforce Campaign Hierarchy

After working with a few companies now, I have seen various Salesforce and Marketo combinations. Each ...
Learn More

Marketing Operations Playbook

Marketing Automation Needs the Golden Rule

Marketing automation is helping firms transform marketing teams into fully accountable, revenue generating groups.  Revenue performance ...
Learn More
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 ...
Learn More
yay!

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 ...
Learn More
Checkmark

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 ...
Learn More
global

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 ...
Learn More
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 ...
Learn More
text bubbles

Marketing Operations Playbook

Aligning Marketing and Sales Operations

Over the years, marketing has increasingly had more responsibility for revenue generation. Because of this, being ...
Learn More
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 ...
Learn More
global

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 ...
Learn More
yay!

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 ...
Learn More
green lightbulb

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 ...
Learn More
funnel

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 ...
Learn More
thumb

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 ...
Learn More
thumb

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 ...
Learn More
text bubbles

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. ...
Learn More
Checkmark

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, ...
Learn More
yay!

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 ...
Learn More
text bubbles

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 ...
Learn More
green lightbulb

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 ...
Learn More

Get in Touch with Us

At Etumos, we love what we do and we love to share what we know. Call us, email us, or set up a meeting and let's chat!

Contact Us