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Revenue Operations Insights

Insights and explanations from Etumos front-lines employees.

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 figure out which is the right one. There’s 20 fields for Country. There are fields in your system from processes that haven’t been used in a decade. Multiple CRM admins and Marketo Engage Admins, all creating new fields and…

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

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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Marketing Performance

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 Productivity

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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Marketing Productivity

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 Quality

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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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 Performance

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 Performance

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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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 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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Marketing Productivity

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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Marketing Performance

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 Quality

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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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 Productivity

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 Productivity

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 Quality

Managing Marketo Workspaces & Partitions

Overview Many marketers have questions about Marketo Engage workspaces and partitions and when they should be ...
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Marketing Performance

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 Performance

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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Marketing Quality

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 Performance

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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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 Performance

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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Hubspot

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 Performance

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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Hubspot

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 Performance

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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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 Performance

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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Marketing Performance

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 Quality

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 Performance

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 Performance

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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Marketing Performance

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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Hubspot

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 Productivity

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 Quality

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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Marketing Quality

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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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 Quality

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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Marketing Productivity

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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Marketing Performance

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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Marketing Performance

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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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 Performance

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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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 Performance

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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Hubspot

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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Marketing Productivity

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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Hubspot

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 Productivity

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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Hubspot

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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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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Hubspot

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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Hubspot

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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Hubspot

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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Hubspot

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 Productivity

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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Marketing Performance

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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Hubspot

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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Hubspot

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 Productivity

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 Performance

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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Marketing Productivity

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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Marketing Productivity

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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Marketing Productivity

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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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 Productivity

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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Marketing Performance

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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Hubspot

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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Marketing Performance

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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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 Performance

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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Marketing Quality

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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Marketing Productivity

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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Marketing Quality

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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Marketing Performance

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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Hubspot

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 Performance

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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Hubspot

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 Quality

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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Marketing Performance

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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Marketing Productivity

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 Productivity

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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Marketing Productivity

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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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

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 Productivity

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 Productivity

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 Productivity

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 Productivity

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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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

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 Performance

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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Marketing Productivity

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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Marketing Quality

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 Performance

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 Performance

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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Marketing Quality

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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Marketing Productivity

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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Marketing Productivity

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 Productivity

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 Performance

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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Marketing Performance

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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Marketing Performance

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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Marketing Performance

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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Marketing Quality

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

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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Marketing Performance

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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Marketing Quality

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

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

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

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

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

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 Productivity

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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Marketing Productivity

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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Marketing Productivity

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 Quality

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 Productivity

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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Marketing Performance

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 Quality

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 Productivity

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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Marketing Performance

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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Hubspot

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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Marketing Performance

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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Marketing Quality

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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Marketing Performance

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

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 Performance

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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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 Quality

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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Marketing Performance

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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Marketing Productivity

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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Marketing Productivity

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 Quality

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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Marketing Operations Playbook

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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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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Hubspot

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 Quality

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 Performance

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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Marketing Productivity

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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Marketing Productivity

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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Marketing Quality

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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Marketing Productivity

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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Marketing Productivity

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 Quality

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 Productivity

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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