It’s a scenario many Marketing Operations teams eventually face: a long list of outdated landing pages still generating traffic years after they’ve been archived.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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For Marketing Operations teams, syncing campaign membership between Marketo and Salesforce (SFDC) is one of those invisible yet essential workflows. When it works, no one notices—but when it doesn’t, pipeline reports, webinar attendance lists, and attribution models can quickly get messy. Recently, we’ve seen a recurring issue where campaign membership syncs between Marketo and SFDC…
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When most marketers think of a Customer Data Platform (CDP), they imagine a centralized hub that pulls all customer interactions together—web visits, form fills, ad clicks—and makes that data usable across marketing channels. For B2B companies, though, the reality is more nuanced. The challenge isn’t just connecting web analytics with your CRM—it’s about stitching together…
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For many Marketing Operations and RevOps teams, syncing Salesforce (SFDC) activities—like tasks, calls, and emails—into HubSpot’s activity timeline is a must. It creates a unified record of interactions, helps sales and marketing teams see the same picture, and improves attribution and follow-up. But if you’ve toggled Task syncing on and still don’t see activities in…
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The arrival of GPT-5 marks a turning point in how Marketing Operations (MOPS) teams can leverage AI for smarter, faster, and more reliable execution. While every new AI model release comes with excitement, this one deserves special attention—especially if you’ve been pushing the limits of GPT-4 or 4o in your day-to-day operations. At RightWave, we…
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