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Marketing Operations Playbook

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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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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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 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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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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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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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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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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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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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 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 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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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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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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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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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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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 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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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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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 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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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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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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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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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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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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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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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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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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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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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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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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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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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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