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How to Build Marketo Email Program Templates

Marketo Email Program Templates Guide The Most Valuable Marketo Email Program Templates You’ll Ever Build Adobe ...
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How-to Troubleshoot Marketo Issues

Overview Although Marketo offers a powerful Marketing Automation platform, encountering system issues is inevitable. When faced ...
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Webinar Recap: Elevate Your Email Game with Marketo Email Personalization

Overview Have you heard of personalizing your marketing content? You probably have, it’s just adding First ...
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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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Driving Success Through Data: Marketing Operations’ Influence on Content Performance

Unlocking the Potential of Your Marketing Content In its many forms, content plays a crucial role ...
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How to use Marketo’s Idle Campaign Cleanup to Spot Optimizations in your Instance

Overview Once a quarter, Marketo will automatically deactivate triggered Smart Campaigns that no longer trigger activity ...
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Bots 101

Overview Digital marketing is an ever-evolving industry where the role of bots has become increasingly prominent. ...
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Beyond Chaos: Maintaining Sanity in Marketo Field Management

Overview If you’ve landed at this article, chances are you have already conducted a full field ...
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8 Tips to Optimize your HubSpot Lifecycle Stages

Read this before building/updating your Lifecycle Stages in HubSpot… I promise this won’t be one of ...
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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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HubSpot Campaign Templates: Pros and Cons

Overview HubSpot Campaign Templates Beta is finally here! But is it really as helpful as it ...
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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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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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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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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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Building Processes that Grow with Your Business – the SCRIM Methodology

At Etumos, we approach architecting operational programs in marketing automation platforms with a developer mindset and ...
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GUIDE: Implementing HubSpot Marketing Hub Software

Overview Congratulations on your new HubSpot Marketing Hub Software instance! Now it’s time to get to ...
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Process Mapping: The Secret to Efficient Marketing Operations

Overview Companies are becoming more and more fast paced when it comes to marketing. Needing to ...
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Google & Yahoo’s Upcoming Inbox Changes – What Does it Mean?

So Google and Yahoo announced they’re going to enforce some best practices around emails and make ...
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Data Wars: Unleashing the Force of Marketing Automation Analytics with Email Performance Reporting

Overview In today’s dynamic marketing landscape, where personalized engagement and timely interactions are paramount, harnessing the ...
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Advantages of a Centralized Campaign Process

In marketing operations, it’s no doubt that you’ve run into team structures of every kind. Decentralized, ...
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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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3 Ways to Energize Your Nurture Strategy

Overview Lead nurturing is an essential component of any successful marketing strategy. By engaging with your ...
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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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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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Get a Breakdown on Multi-touch Attribution

Overview Multi-Touch Attribution (MTA) is a vital tool in today’s marketing landscape, enabling organizations to measure ...
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Building a Watertight Lead Funnel: Preventing Leaks and Maximizing Revenue

Overview In the world of sales and marketing, a well-structured lead funnel is essential for efficiently ...
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From Chaos to Consistency: Leveraging Marketo Program Templates for Campaign Success

Overview Whether your marketing strategies revolve around content creation, webinars, or something else entirely, Marketo program ...
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I’ve Become an Accidental Marketo Admin. What Do I Do Now?

Overview In the marketing operations field, I’ve encountered many folks who have suddenly found themselves tasked ...
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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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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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Unveiling the Power of Attribution & Marketing Reporting

You Have the Data, Now What? Navigating the intricacies of bridging the gap between raw data ...
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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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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 Cloud Account Engagement Organization Best Practices for Folder Structure and Asset Naming

Overview Are you tired of sifting through a disorganized marketing automation platform, wasting precious time searching ...
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Three Quick Tips for Marketo Measure

Overview In today’s digital age, effective marketing is all about data-driven decision-making. That’s where Marketo Measure ...
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Navigating Your Marketo Engage Implementation: Your Step by Step Guide

Overview So, you’ve taken the leap and decided to implement Marketo Engage – a powerful tool ...
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Efficiency Unleashed: The Four Essential Steps to Implementing a Campaign Demand Center

The Power of a Campaign Demand Center Before we dive into the details, let’s first understand ...
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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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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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How to Use Request Campaigns to Streamline Lifecycle Processing in Marketo Engage

Overview What are Request Campaigns & Daisy Chains? Why should you use these automated workflows, how ...
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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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Hand-Raises Per [Time Period_default=month]

Hand-Raiser: who they are and why they are important Prospect: “Hey contact me. I want to ...
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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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HubSpot User Permissions & Teams: Tips for Highly Regulated Industries

Overview Now more than ever, companies should be aware of how important it is to keep ...
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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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How to Take Advantage of reCAPTCHA in Marketo Engage

Overview Imagine this. You are a humble Marketo Engage admin, managing operations, keeping the trains running ...
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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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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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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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Communicating the Value of Marketing Operations as a Strategic Business Function

Overview While the 4 Pillars of Marketing Operations help organizations structure and scale their MOPs teams ...
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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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How Marketo & Pardot (Account Engagement) Compare in Pricing & Features

Overview Are you new to the MAP (Marketing Automation Platform) selection process and have narrowed your ...
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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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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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Best Ways to Optimize Campaign Build Times with Asana

Overview Are you maximizing your investment in Asana with your marketing team? Asana is a versatile ...
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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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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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The Top 3 Account Engagement Integrated Services for B2B Companies

Overview Whether you are planning on migrating to a brand new Account Engagement (formerly Pardot) instance ...
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Managing Marketo Workspaces & Partitions

Overview Many marketers have questions about Marketo Engage workspaces and partitions and when they should be ...
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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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Why Data Analytics Is An Important Investment

Data analysis and data teams are incredibly useful and an important part of marketing teams, especially ...
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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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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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Leads Created Per [Time Period_default=month]

A “Leads Created per ‘x’ time period” report reveals the number of leads generated within a ...
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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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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 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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How Revenue Reporting Gets MOPs a Seat at The Table

Overview During uncertain economic times when companies have to “do more with less”, it’s critical for ...
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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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How to Export Data from Marketo via API

Overview Leveraging the Marketo Engage API allows teams to extend the capabilities of Marketo e.g bulk ...
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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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More Account Engagement Opted Out Sync Behavior Changes are Coming

What was the original change? Back in 2022 Salesforce announced changes were being made to the ...
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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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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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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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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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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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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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How Account Engagement Uses Referring URL

Overview Understanding a prospect’s journey from anonymous visitor to known prospect and ultimately customer requires a ...
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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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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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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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How to Export Data from Account Engagement via API

Overview The Marketing Cloud Account Engagement1 API allows outside systems to connect with the B2B marketing ...
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Direct Mail Integration Services

Overview With the rise of technology usage, marketers have taken advantage of this shift by using ...
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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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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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Improve Your Email Bounce Management in Marketo Engage

Overview Email campaign operations teams often take the lead on managing the actual email send process, ...
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How To Improve Campaign Quality With Program Templates

Overview In the fast-paced world of marketing, it may be tempting to prioritize quantity over quality ...
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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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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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How to Create Email Domain Exclusions in Pardot

Overview The domain in an email address can provide useful information about a lead and contribute ...
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How To Optimize Campaign Build Times With Instance Organization

Overview If you’ve ever inherited a messy marketing automation platform (MAP) instance, you probably quickly realized ...
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How To Optimize Campaign ROI With Program / Campaign Templates

Overview Tracking and developing a process for Campaign ROI is an important part of a marketing ...
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How To Scale Campaign Volume With Program and Asset Templates

Overview Templates play a major role in maximizing the functionality and benefits of Marketo Engage as ...
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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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Manage Marketo Engage to Optimize for Lead Value

Overview Allocating an adequate budget towards your marketing initiatives can be a balancing act. You want ...
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How to Optimize Campaign ROI with PM Tool

Overview In the fast-paced world of marketing, optimizing your campaign’s ROI is crucial to the success ...
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Marketing Ops Best Practices for Properties and Lists in HubSpot Marketing Hub

Overview Too much of a good thing can sometimes be a bad thing. I was usually ...
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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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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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Top 3 Things You Need to Know As a New HubSpot User

Overview Are you a new HubSpot user? Maybe you’ve started a new job and your new ...
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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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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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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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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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What to include in your HubSpot Campaign Launch Checklist

Overview You have finally finished up that email campaign and are ready to send it out ...
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How to Use HubSpot Marketing Hub to Gain Insight into Lead Conversion

What is Lead Conversion? Lead conversion is the process of converting leads or potential customers into ...
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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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3 Common Pain Points for New Marketo Users

When you’re new to Marketo Engage, it can be really overwhelming to open up an instance ...
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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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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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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 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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Eliminating Data Quality Issues in Account Engagement with Automation

Recently, I wrote about the importance of maintaining a high level of prospect quality within your ...
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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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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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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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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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Privacy Compliance Processing in Marketing Automation: Your Global Marketing Must-Have

In an increasingly global world with shifting data practices, it’s important to ensure quality data for ...
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How to get Account Engagement Certified in 90 Days

Overview Marketing Cloud Account Engagement1 is the B2B marketing automation solution in the Salesforce ecosystem. Like ...
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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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Tips to Clean your Account Engagement Instance

Overview As a Marketing Cloud Account Engagement1 administrator, it’s important to keep an eye on your database ...
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Campaign ROI Tracking in Marketo

 Join Etumos’ own Meredith Foulke as we discuss what Campaign ROI is, why it’s important, ...
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Getting Started with CSS in Marketo Engage

Join Etumos’ own Corey Bethel as we discuss what CSS is and 3 common use cases ...
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3 Tips for Utilizing HTML in Marketo Engage

 Join Etumos’ own Alysha Khan as we review 3 tips for using HTML in the ...
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What to include in your Marketo Campaign Launch Checklist

So you’ve built your campaign and it’s ready to deploy. Great! Now what? Having a Marketo ...
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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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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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What You Don’t Know About Smart Campaigns Might Hurt You

“It’s pizza time” – Spider-Man I concur with my goofy friend; it is always a good ...
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How to Track Web Activity with Marketo

Overview Tracking web activity is essential for collecting, and reacting to end user engagement from your ...
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How to get HubSpot Certified in 30 Days

Overview HubSpot is a globally leading marketing, sales, and customer service platform that has multiplied since ...
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How to Create Email Domain Exclusions in Marketo

Overview A major benefit of investing in marketing automation platforms like Marketo Engage is being able ...
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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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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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Using Tokens in Marketo Engage to Increase Messaging Relevancy

What is messaging relevancy? Messaging relevancy pertains to one of the core concepts all good email ...
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Uplevel Your Management of Marketo Engage to Improve Campaign Targeting

Overview Ready to take your campaigns to the next level? Looking for an effective way to ...
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The Top 5 Marketo Integrated Services for B2B Companies

Overview Marketing automation platforms like Adobe Marketo Engage are becoming increasingly popular among B2B companies as ...
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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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Leverage Your Investment in Marketo Engage to Maximize Campaign Relevancy

Overview What is Campaign Relevancy? Why should companies seek to improve Campaign Relevancy? When should companies ...
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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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How to use Requested Campaigns to Streamline Data Standardization in Marketo Engage

What are Requested Campaigns in Marketo? Have you ever clicked the Flow actions tab in a ...
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How to track referring URL in Marketo Forms

Overview Do you know where your web traffic is coming from? Can you report on it ...
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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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How To Optimize Campaign Build Times With Program Templates

Overview As a marketer, it’s important to optimize the time you spend on building your campaigns. ...
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How to optimize Campaign Build Times with a PM Tool

Overview If you’re involved in any aspect of the marketing campaign process, you understand that time ...
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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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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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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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How to Explore Your Marketo Engage Database with List Views

Adobe Marketo Engage is home to a vast amount of information about your contact database but ...
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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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How to Create a More Efficient Buyer’s Journey in Marketo Engage

Overview I once had to dress up as Mr. Ralph Waldo Emerson for a school project ...
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Everything you Need to Know to Get Started with Marketo Engage Dynamic Chat

Overview Over the past several years marketing operations practitioners have started hearing about Dynamic Chat and ...
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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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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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Do More to Maximize Campaign Build Velocity

Overview Campaign build velocity in its simplest terms is the measurement of the time required for ...
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Centralizing Data Standardization in Marketo Engage

Overview As Marketo instances are built out, it is common for data processes to be created ...
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Channels: The Essential Ingredient to Your Marketing Campaigns

Overview If you’re using Adobe Marketo Engage, the most effective way to track channel engagement and ...
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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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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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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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Attribution: The Buzzword of All Buzzwords – What Is It and How Does It Work?

Attribution is a word that has many teams scratching their heads on how to accurately define, ...
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How to Align Audience Targeting With The Buyer’s Journey in Marketo Engage

Overview Marketers should strive to build audience segmentations that are reflective of a person’s buying stage. ...
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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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Study Guide for Marketo Engage Business Practitioner Certification

Overview If you have your Adobe Marketo Engage Business Practitioner Expert certification and are looking at ...
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Top 4 Things You Need to Know As a New Marketo User

Overview Learning a new piece of technology can be intimidating and Adobe Marketo Engage is no ...
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SPF and DKIM Records Explained

Overview Businesses worry about whether or not their emails ever reach their intended recipients – subscribers, ...
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Resources to Get your Marketo Engage Business Practitioner Certification

Overview Marketing professionals looking to showcase their skills and expertise in various Marketing Technology platforms surely ...
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Ways to Use Marketo Engage to Improve Lead Volume

What is Lead Volume? Lead volume can be defined as the number of qualified prospects you’ve ...
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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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Using Marketo Engage Features to Gain Insight into Data Quality

Overview Data can be one of the most valuable assets a company has, but not all ...
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Using Engagement Programs in Marketo Engage to Increase Messaging Relevancy

Overview The B2B marketing world is constantly evolving. Buyer journeys look completely different than they did ...
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Uplevel Your Management of HubSpot Marketing Hub to Maximize Data Quality

Overview Accurate, consistent, and relevant data is crucial for businesses today, as it enables organizations to ...
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Tips for Creating Confident QA Process of Marketing Campaigns

Overview A formal email campaign QA process is critical for achieving your team’s campaign production goals. ...
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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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Need a PM Tool? Here’s What You Need to Know

What is a project management tool? When it comes to marketing campaign management, everything can seem ...
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Implementing Agile for Campaign Operations

The down-low on Agile Methodology Agile is a cultural, operations, and project methodology that breaks up ...
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Content Submission: A Simple Document That Can Save Your Campaigns

Overview In today’s fast-paced digital world, marketing campaigns have become a crucial part in a business’s ...
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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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Got SLAs? How Service Level Agreements Optimize Marketing Operations

Marketing Campaign SLAs A lot goes into the creation of a marketing campaign, and every campaign ...
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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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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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Uplevel Your Management of Marketo Engage to Increase Brand Loyalty

Brand Loyalty and Marketo Establishing brand loyalty requires a strong brand identity and a comprehensive strategy ...
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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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Marketo Tokens to Streamline Campaign Production

The use of Marketo Engage Tokens can greatly enhance personalization and production efficiency for users of ...
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Tips to Clean your Marketo Instance

It is the perfect time to knock the cobwebs out of your Marketo Engage instance! If ...
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Increase Marketing Campaign Volume to Fully Leverage your Investment in Marketo Engage

How do you scale your campaign operations to increase your campaign volume and what tools can ...
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How a Project Management Tool Increases Marketing Productivity

What is Project Management tool in context of Marketing and Marketing Operations? If you’re still using ...
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Use A Marketing Campaign Intake Process to Level Up Your Campaign Production

Marketing operations teams are increasingly pressured to produce more with less. Messages and requests fly in ...
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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 Campaign Production Processes: 4 Step COPs Framework for Success

What good is a plan without execution? Your content team can develop a great idea for ...
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Leverage Nurture Programs in Marketo Engage to Drive Lead Conversion

What is Lead Conversion? Lead conversion can be defined as a marketing and sales process that ...
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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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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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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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Why Lead Lifecycle Is the Backbone of Every Marketing Automation Platform

Overview If you’ve followed Etumos for a while, you probably already have an idea of just ...
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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: The Guide

For years now, I’ve been seeing Marketing Operations (the people who run Marketing Technology) as an ...
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Instrument Marketo Engage to Drive Brand Awareness

What is Brand Awareness? Brand Awareness represents the following: how recognizable your brand is with your ...
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New to Marketo and Feeling Overwhelmed?

Marketo Training Resources to Get You Started Discover Our Experts’ “Secret” Resources No matter how you ...
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5 Tips to Eliminate Campaign Operations Inefficiencies

Real business pain-point solutions and how to save time and money As your Marketing Operations team ...
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“My MOPs team is gone; what do I prioritize?” We asked AI.

For some context here, I’ve (Edward Unthank) been playing around with AI writing assistant tools for ...
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What to expect when you’re expecting … to buy Marketo Measure (Bizible)

Let’s break down the critical building blocks to start using Marketo Measure. So… you’re here because ...
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What to Look for in Marketo Measure, Formerly Bizible, Expert Services

Marketo Measure, formerly Bizible, is an excellent attribution software program that can provide valuable insights into ...
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What MOPs Practitioners Need To Know About Google Analytics 4

Two years after Google introduced their next-generation measurement solution – Google Analytics 4 (GA4) – businesses ...
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Bizible (Marketo Measure) Attribution Explained

Marketing strategies can be a difficult thing to track, as there are so many moving pieces ...
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A Special Etumos Announcement!

Etumos is excited to announce the appointment of a new CEO, Tyson Roberts, to lead us through ...
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Utilizing Marketo Measure, formerly known as Bizible, Discover Dashboards

Marketo Measure, formerly known as Bizible, Discover is a detailed reporting tool. It provides you with ...
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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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Mastering Qualification in Pardot with Custom Lead Fields

Pardot has some very straightforward and well-designed lead qualification features. For example, distinct behavior score and ...
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Structuring for Scale: How to Create Organizational Efficiencies In Pardot

The first mistake companies often make when implementing new technologies is building those systems out to ...
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How to Scale Your Marketing Technology: Service Bus & Big Data in Marketing Operations

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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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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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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Creating Your Centralized Data Enrichment Service

(Part 2 of our series) Previously, we discussed the importance of implementing a Centralized Data Enrichment ...
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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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Etumos Partners with Community Member to Create MOPs PROs Toolbox Chrome Extension

As Adobe continues to roll out its new Marketo Engage Unified Experience (MEUE) to clients, many ...
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Help! I Just Inherited a Legacy Marketo Instance

Every marketing professional who works in Marketo has a dream that one day they will be ...
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Unraveling the New Marketo UI

Whether you love it or hate it or even want it, the new Marketo UI is ...
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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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5 Tips for Implementing SLAs that Streamline Campaign Creation

Your company has scaled enough so that end-to-end campaign execution is no longer a one-person operation. ...
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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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Does My Martech Stack Really Need to Include a Marketing Attribution Tool?

Between the usual marketing buzzwords and the latest martech craze, there is no shortage of hype ...
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Marketing Lead Reporting: How to Use Cohort Analysis to Understand Conversion & Velocity

As Marketers, we are all familiar with the typical funnel KPIs. We implicitly know the importance ...
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How the Marketo to Salesforce Sync Works

You’ve just loaded a list from an event where you have multiple hot leads into your ...
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How to Achieve Heroic Conversions with a Math Approach to Marketing

How to Achieve Heroic Conversions with a Math Approach to Marketing

Most marketers know not to chase shiny objects. But if prospects are attracted to them, aren’t ...
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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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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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Defining “Marketing Operations” as Marketing Technology Evolves

The Marketing industry (especially B2B) is experiencing a massive surge in Marketing Technology (MarTech). Everywhere you ...
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Speaking the Same Language for Marketo Architecture & Best Practices

We all know how to talk about the key operational programs in a Marketo instance: Lifecycle ...
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Scaling Your Marketing Efforts with a Centralized Submission Process

To scale marketing efforts, both in the amount of marketing communications that you’re putting out and ...
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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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List Acquisition? There’s a Marketo Template for That.

Most marketing departments begin or augment their demand generation efforts with list acquisition. Clearly marking these ...
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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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How to Build your next Marketo Event Template

Consider this scenario: Your company just committed to hosting a series of events over the next ...
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How to Build a Marketo Webinar Template that Scales

Webinars have become a favorite marketing tactic for many of today’s B2B brands, because they can ...
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4 Fully Tokenized Starting Program Templates for Every Marketing Instance

Creating your next newsletter should only take minutes, not hours. The best program templates allow you to ...
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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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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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Demographic Gating: How to Score and Qualify Leads More Efficiently

In B2B marketing, there’s a vast difference between someone who fills out a form and someone ...
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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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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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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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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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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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Take Lead Scoring to the Next Level: Demographic Scores and Behavior Scores

(Originally posted on yesler.com) Lead scoring is made up of two different kinds of information, each ...
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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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Marketo Rich Text Tokens and Marketo Text Tokens: Uses and Functionality

(Originally posted on edwardunthank.com) At a recent Seattle Marketo User Group meeting, I was surprised to ...
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