RightWave

08/19/2025

Adobe Marketo campaign still not showing in Salesforce?
Before you panic—don’t. It’s often delayed, not broken.

Campaign membership updates are usually last in the sync queue, which means they’ll show up eventually…but not always instantly.

In our latest blog, we cover:
✅ Why these sync delays happen
✅ How to distinguish backlog from real issues
✅ Quick fixes (like backfilling via smart campaigns)
✅ Best practices for smoother Marketo–Salesforce sync

For MOPS teams, the goal isn’t to eliminate delays—it’s to manage them well and keep stakeholders aligned 💡

👉 Read more: https://lnkd.in/dTAY2zuq

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08/14/2025

Salesforce–HubSpot sync mystery solved!

Ever enabled task syncing between Salesforce and HubSpot… but nothing showed up? We ran into this recently and discovered:
📌 Most “email tasks” in Salesforce weren’t real Tasks — they were EmailMessage records from Einstein Activity Capture, which HubSpot ignores.

In our latest blog, we explain:
✅ Why some Salesforce activities never sync to HubSpot
✅ How to check if it’s a Task or EmailMessage
✅ How to fix the issue without breaking your integration
✅ What to do if you need historical emails synced

Don’t let missing data break sales & marketing alignment. Read here: https://rightwave.com/rwi/why-your-salesforce-tasks-and-emails-arent-showing-up-in-hubspot-and-how-to-fix-it

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-...

08/11/2025

GPT-5 is here — and it’s a game-changer for Marketing Ops.

After a week of testing in real-world campaigns, we’ve seen huge improvements:
✅ More accurate reporting & analytics summaries
✅ Smarter orchestration of multi-step workflows
✅ Faster troubleshooting in Marketo, HubSpot, & Salesforce
✅ Easier automation of technical tasks

This isn’t just GPT-4 but faster — it follows instructions better, reasons more deeply on complex problems, and remembers context across projects.

📖 Our latest blog breaks down what’s new and why it matters for MOPS teams: https://rightwave.com/rwi/gpt-5-what-marketing-operations-teams-need-to-know

Have you tried GPT-5 yet? What’s been your biggest takeaway?

The arrival of GPT-5 marks a turning point in how Marketing Operations (MOPS) teams can leverage AI for smarter, faster, and more reliable ex*****on. 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 ...

08/08/2025

Ever sent a Marketo email and had some tokens just… vanish?
No text. No default. Just awkward blank space.

Before you blame the email client, consider this:
👉 The problem might be program context.

In our latest blog, we unpack a real-world case where an autoresponder email lost tokens due to cross-program use — and how to avoid the same mistake.

✅ Why tokens fail to render
✅ What “program context” really means
✅ How executable smart campaigns help preserve context

🎯 If you’ve ever battled blank tokens in Marketo, this one’s for you.
📖 Read here: https://lnkd.in/dD-vyuFA

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08/07/2025

How do you personalize an email when you need to include 20+ names per company?

One of our clients needed to notify companies about employees who hadn't logged into a platform yet — and traditional tokens or scripting couldn’t cut it.

We tested 3 methods:
1️⃣ Long-text field on Account in Salesforce
2️⃣ Custom object + Velocity in Marketo
3️⃣ Manual CSV upload matched to admin emails

🧩 Some were smart, some scrappy—but one got the job done right.

💡Takeaway: The best solution is the one that works at scale, not just the most complex.

Read the blog 👉 https://rightwave.com/rwi/how-to-personalize-marketo-emails-with-multiple-dynamic-values-per-company

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?

08/06/2025

Think your HubSpot–Salesforce sync is instant?
Not always—especially if you're using inclusion lists with historical filters like "has ever been MQL."

Here’s what we uncovered:
Inclusion list logic isn’t real-time
Historical filters slow down syncing
Sync-dependent automations can silently break

In our latest blog, we share:
✅ What’s really happening under the hood
✅ Workarounds like Boolean stamps
✅ How to avoid broken sync-triggered workflows

💡If your HubSpot–Salesforce sync is dragging, this is a must-read.
👉https://rightwave.com/rwi/why-your-hubspot-to-salesforce-sync-is-slower-than-you-think

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08/05/2025

When is an MQL really an MQL?

It’s a question we hear all the time—and a recent MOPS community thread reminded us why it's still such a hot topic.

🤔 Does an MQL need to start with an inbound first touch?
♻️ Can a lead re-MQL after re-engaging?
🔄 How do you track recycled leads without confusing Sales?

These aren't just technical questions—they shape how your Marketing and RevOps teams align, measure, and scale.

At RightWave, we work with dozens of B2B teams using Adobe Marketo Engage who face this same challenge.

In our latest blog, we break down:
✅ Flexible lifecycle definitions
✅ Guardrails for re-MQLs
✅ The power of MQL timestamping

If your MQL logic is causing friction with Sales—it’s time to rethink the model.

📖 Read the blog: https://rightwave.com/rwi/rethinking-mqls-what-were-hearing-from-the-mops-community

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.

08/04/2025

🚨 Major updates in Adobe Marketo’s July release:
✍️ Custom CSS in email builder
🎨 GenStudio integration
📬 Domain/IP branding per asset
🌐 Firefox support
🔧 REST API & field mgmt upgrades

Deprecations are coming fast (SOAP API, IP logins, access_token) ⏳

We’re helping teams prep: https://rightwave.com

RightWave transformed our marketing operations. We don't have to manage employee absences, product training, and technical recruitment anymore.

08/01/2025

“AI is not a magic wand — it needs clean, consistent data to deliver results.”
— Sanjiv Verma, Global Marketing Strategy & Ops Leader, Juniper Networks

In our recent RightWave webinar, Sanjiv dropped a powerful truth:
"No matter how advanced your AI is, it’s only as good as the data you feed it."

Without:
📊 Unified taxonomy
🧱 A solid data foundation
📈 Trustworthy reporting
..AI won’t fix your problems — it’ll just magnify them.

👉 Garbage in, garbage out.
✅ Clean data in, real AI performance out.

🎥 Watch the full webinar on demand: https://rightwave.com/rwi/webinar-making-ai-work-in-marketing-operations

You can now access the full recording of our most talked-about webinar featuring four industry leaders with 50+ years of combined MOPS experience from companies like Juniper Networks, Cisco, Workiva, HP, and more.

07/31/2025

🎯 “Start small, stay focused, and scale from there.”

That was the standout advice from Deirdre Mahon, VP Marketing at super{set}, during our recent webinar on Making AI Work in Marketing Ops.

In a space flooded with shiny AI tools and massive transformation goals, her approach was simple — and effective:
✅ Focus on one high-impact use case
✅ Prove the value
✅ Scale from a place of confidence

It’s the difference between AI hype and AI results in today’s B2B marketing ops world.

🎥 Catch the full webinar featuring Deirdre, Tarun Arora, and Sanjiv Verma here:
👉 https://rightwave.com/rwi/webinar-making-ai-work-in-marketing-operations

You can now access the full recording of our most talked-about webinar featuring four industry leaders with 50+ years of combined MOPS experience from companies like Juniper Networks, Cisco, Workiva, HP, and more.

07/30/2025

💡 “You only learn when you fail.”
That one line from Tarun Arora, CEO & Co-Founder of RevCrew, stuck with us during our latest webinar on Making AI Work in Marketing Ops.

In the rush to adopt AI, we often forget:
✅ It’s not about perfection
✅ It’s about progress, learning, and iteration

Tarun’s honest take on early failures was a reminder that failure isn’t a setback — it’s a step forward. Especially when navigating new territory like AI in marketing.

🎥 Watch the 30-second clip for a dose of insight.
📽️ Full webinar recording here: https://rightwave.com/rwi/webinar-making-ai-work-in-marketing-operations

You can now access the full recording of our most talked-about webinar featuring four industry leaders with 50+ years of combined MOPS experience from companies like Juniper Networks, Cisco, Workiva, HP, and more.

07/22/2025

🚀 HubSpot just raised the bar for RevOps & MOPS teams.

The June 2025 updates bring:
🤖 A smarter AI Copilot
💬 ChatGPT connector
📊 Journey analytics
🔁 Auto-merge for duplicate records

If you're managing CRM data, marketing automation, or B2B RevOps, this release is a must-know.

We’ve broken it all down at RightWave so you don’t miss a beat.
👉 Read the blog: https://lnkd.in/dVYEbnWr