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
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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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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Marketing Operations Playbook
What to Do When Spam Bots Are Filling Out Your Forms
What Are Spam Bots? Spam bots are machine-run services that perform unwanted, automated data-mining actions on ...
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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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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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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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