Tokens are one of the most powerful features in Marketo — they make emails dynamic, scalable, and easy to manage across campaigns. But every now and then, you might come across a head-scratcher: an email goes out, and certain tokens simply don’t populate. No default value. No text. Just… blank space. We recently came across…
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Personalization at scale is one of the biggest promises of Marketing Automation. But what happens when you need to send one email per company and include a dynamic, variable-length list of employees specific to that company? This is a challenge one of our clients recently faced—one that many enterprise Marketing Ops teams can relate to.…
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If you’re in the thick of managing Marketing Operations, you’ve probably run into this: a lead submits a form, and you expect HubSpot to send it over to Salesforce almost instantly. After all, HubSpot says contact sync to Salesforce can happen in under a minute, right? Well… yes and no. That’s technically true if the…
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At RightWave, we often say: lead lifecycle management is part art, part science—and a whole lot of alignment. And if there’s one place where that alignment often gets tricky, it’s around what qualifies as an MQL. A recent discussion in the MOPS community sparked a thoughtful debate around a seemingly simple question: Do MQLs only…
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At RightWave, we help companies unlock the full potential of their marketing automation stack—and staying ahead of key platform changes is a big part of that. HubSpot just released a massive batch of updates in June 2025, and if you’re a Marketing Operations or Revenue Ops leader, these changes can significantly improve how you manage…
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Marketo’s July 2025 release brings a fresh wave of enhancements aimed at simplifying email creation, strengthening governance, and increasing transparency for Marketing Operations teams. At RightWave, we’re excited about the direction Adobe is taking with Marketo Engage—and what it means for the marketers we support. Here’s a quick rundown of what’s new and why it…
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If you’re a Marketo Engage user, there’s a lot changing over the next few months—and it’s critical you prepare now to avoid disruption. Adobe has announced a series of deprecations and transitions that will affect how users access Marketo, authenticate API calls, and manage integrations. At RightWave, we’ve already started helping our clients adapt to…
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As a Marketing Operations partner to 100+ B2B companies, we at RightWave know how fast the martech landscape evolves and how critical it is to stay ahead of that curve. That’s why the May 2025 HubSpot updates, curated by Tyler Samani-Sprunk on MarTech.org, caught our attention. These updates are not just about shiny features. They’re…
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At RightWave, we continuously track platform updates that impact Marketing Operations teams—especially those using enterprise-grade platforms like Adobe Marketo Engage. The latest update from Adobe, announced by Sreekanth Reddy on the Adobe Experience League Community, brings a much-awaited enhancement to how user roles and permissions are managed in Marketo’s New Email Designer. Here’s a quick…
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On May 22, 2025, RightWave hosted a power-packed webinar with three Marketing Operations leaders—Deirdre Mahon (VP Marketing, Super{set}), Tarun Arora (CEO, RevCrew), and Sanjiv Verma (Strategic MarTech & Ops Leader, Juniper Networks) and Moderated by RightWave CEO – Anurag Khemka —to demystify what it really takes to make AI work in Marketing Operations. Here’s a…
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