Designing Reliable Campaign Chains in Marketo If you’ve ever built a multi-step lead management or enrichment flow in Marketo, you’ve likely faced this moment: “I need enrichment to finish before normalization, routing, scoring, or waterfall logic runs… but Marketo won’t let me call a webhook the way I want.” This is where many campaign architectures…
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If you’ve ever tried adding CAPTCHA to a Marketo form embedded on a non-Marketo page, you’ve probably had one of two experiences: The form breaks completely — users can’t submit. Submissions go through, but leads never reach Marketo. And if you’re unlucky, you get both. This question comes up regularly in Marketing Ops circles, and…
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In almost every B2B organization, Marketing Operations eventually runs into the same deceptively simple question: “Can we map Marketo’s native Unsubscribed field to a custom field in Salesforce?” At first glance, it sounds like a field-mapping request. But beneath it lies a bigger operational challenge — one that affects compliance, reporting, sales alignment, and customer…
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The latest wave of HubSpot updates is one of those rare releases where nothing looks flashy at first glance—but everything quietly improves. October 2025 is full of upgrades that remove friction, clean up CRM clutter, and give AI more meaningful roles in day-to-day operations. At RightWave, where we manage HubSpot environments for high-growth and enterprise…
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In 2024–2025, we continue to see a surprising trend inside RevOps and SalesOps teams:Some organizations still want to create a brand-new Salesforce Lead record every time a person becomes an MQL — even if that same person already exists as a Contact. On the surface, this sounds “simple.” It also feels “free” because it uses…
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If you’ve ever managed contact data in HubSpot, you’ve probably run into this question: “When a contact changes companies, should I keep one record and update it — or create a new record for their new role?” It sounds like a small decision, but the impact runs deep — influencing your reporting accuracy, attribution, sales…
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In one of the recent marketing operations community discussions, a practitioner posed a question that many teams are grappling with today: “Has anyone integrated Salesforce with Google Ads to implement enhanced conversions? Is it worth doing, and what’s the best approach?” The responses that followed reflected a challenge we see often at RightWave – marketers…
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It started with 43 open campaign requests.10:30 AM on a Tuesday.No standardized intake.No status tracking.And a campaign calendar slipping further behind by the hour. The Marketing Ops lead at this fast-scaling B2B SaaS company knew things had to change. Her team was talented. But their processes weren’t keeping pace with demand. Requests came in via…
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In Marketing Operations, few metrics cause more panic than a sudden spike in unsubscribe rates. Recently, a few Marketo users in the community noticed something odd: multiple unsubscribe activities happening simultaneously for the same lead – sometimes across several emails at once. On the surface, that looks like a mass exodus of contacts. But as…
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In modern revenue operations, one of the most common frustrations we see is the silent buildup of duplicate records — multiple Contacts tied to the same person, or multiple Opportunities representing the same deal. It’s not just messy; it’s expensive. Duplicates inflate database size, distort reporting, and sabotage automation logic. Recently, a conversation in a…
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