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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It’s a scenario many Marketing Operations teams eventually face: a long list of outdated landing pages still generating traffic years after they’ve been archived. Recently, we found out in a MOPS discussion forum that one team discovered nearly 200 landing pages from as far back as 2016 that were still live and drawing visits. The…
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When marketing teams migrate to the Marketo Forms 2.0 API, they often unlock a host of benefits—better customization, cleaner integrations, and more control over user experience. But one practical concern tends to arise: What happens when Marketo is down, but your website forms are still collecting submissions? This isn’t a theoretical question. Scheduled maintenance, unexpected…
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When we talk about marketing personalization, the gap between aspiration and execution has always been wide. Many companies invest heavily in automation and content but struggle to connect website experiences with the rich customer data stored in their MAP or CRM. That’s why Webflow’s new integration with Adobe Marketo Engage is worth paying attention to.…
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Lead scoring has always been a cornerstone of effective marketing operations. The ability to qualify leads based on behavioral and demographic attributes directly impacts sales efficiency and overall pipeline health. For HubSpot users, one common debate resurfaces often: should you rely on HubSpot’s built-in lead scoring model, or continue building custom workflows and lists to…
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In the last few years, Marketing Operations leaders have been making a noticeable shift in their choice of marketing automation platforms. At RightWave, we’ve had front-row visibility into these changes through our client engagements, and the reasons driving these migrations reveal broader truths about the evolution of MarTech. 1. Over-Engineered Systems That No Longer Serve…
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In most Marketo–Salesforce integrations, sync issues fall into predictable categories—delays, permissions, or field mapping errors. But every once in a while, something stranger happens: Salesforce leads syncing into Marketo with the SFDC Type showing as “User.” At first glance, this looks like a system glitch. After all, Marketo should only be dealing with Leads, Contacts,…
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