RightWave

11/26/2025

Most Marketo–Salesforce issues don’t start with automation.
They start with unsubscribe governance — the most underrated part of your comms stack.

A common question we see:
“Can Sales manage opt-outs by syncing Marketo’s Unsubscribed field to a custom Salesforce field?”

Sounds harmless. It isn’t.

This is a governance decision that shapes:
• Compliance and audit readiness
• Email deliverability
• Sales + Marketing alignment
• Future-proof data architecture
• AI signal consistency
• Reporting accuracy

The fix isn’t remapping fields.
It’s building a unified preference governance model with clean structure and clear ownership.

We broke down the problem and the recommended design approach here:
🔗 https://rightwave.com/rwi/why-unsubscribe-governance-breaks-down-and-how-mops-teams-can-fix-it

If you touch Marketo, Salesforce, or preference management, this will save you headaches you don’t even know are coming.

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 experience.

11/21/2025

HubSpot’s October 2025 updates are here — and they’re a quiet revolution for Marketing Ops.

Nothing flashy on the surface, but this release delivers exactly what Ops teams need: cleaner data, smoother workflows, smarter AI, and stronger governance.

At RightWave, we unpacked what these enhancements actually mean for Marketing Ops, RevOps, and CRM Admins — across forecasting, segmentation, automation, collaboration, and data quality.

Key updates that matter:
✨ Breeze Assistant on mobile
✨ Smart Data Capture for automatic CRM hygiene
✨ Google Drive integration
✨ Smarter forecasting
✨ Better control over sequences & unsubscribes
✨ Company-level form tracking
✨ Improved segmentation logic
…plus a lot more

Full deep-dive + RightWave’s POV ➝ https://rightwave.com/rwi/hubspots-october-2025-updates-what-they-mean-for-modern-marketing-ops-teams

If your team is scaling HubSpot — or needs help adopting these updates, cleaning your CRM, or building governance — we’re here to help.

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.

11/20/2025

Most Salesforce teams don’t catch this early enough — creating a new Lead for every MQL is one of the easiest ways to mess up your entire funnel.

It triggers a chain reaction:
• Duplicate records
• Broken attribution
• Reps getting confused
• Inflated reports
• Endless cleanup for Ops

We just published a breakdown on why this happens and the smarter, scalable fix using an Inquiry/MQL Event object.

If you're working with Salesforce + Marketo (or any MAP), this explainer is worth your time.

👉 Read the full breakdown: https://rightwave.com/rwi/why-creating-a-new-salesforce-lead-for-every-mql-is-a-data-disaster-and-what-to-do-instead

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.

10/17/2025

HubSpot INBOUND 2025: The Era of Hybrid Human-AI Marketing Ops

Highlights that caught our attention at RightWave:
1️⃣ Data Hub – centralizes structured & unstructured data, solving fragmented, low-quality marketing data.
2️⃣ Smart CRM for Hybrid Teams – humans guide strategy, AI handles repetitive tasks.
3️⃣ Breeze Agents & Assistants – 18 pre-built AI agents ready to integrate with workflows.
4️⃣ Growth Playbook (Loop) – a 4-stage framework to navigate AI adoption effectively.

These innovations align with our mission to run marketing operations like a product — clean data, automation, and accountability at the core.

Exploring AI-driven workflows in HubSpot, Marketo, Salesforce, or other MOPS platforms? Let’s exchange notes.

10/10/2025

Seeing a sudden spike in your Marketo unsubscribe rate?
You’re not alone — and it might not be your campaign’s fault.

Many MOPS teams are noticing multiple unsubscribes from the same contact at the same time.
The real culprit?
Automated inbox filters or anti-spam tools that “click” unsubscribe links across all emails from your domain.

In our latest blog, we cover:
✅ Why this happens
✅ How it impacts your reports
✅ Simple steps to fix and future-proof unsubscribe data

Because sometimes, the problem isn’t your campaign — it’s your data behavior.

Read more: https://www.linkedin.com/posts/sjbrinker_martech-activity-7381679715922628608-16V1?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAApqDEB8dogz42koMJHS63bSqdnStnnZr0

This sketch probably seems obvious. But since the (largely debunked) "95% of AI projects fail" stat from that MIT paper keeps circulating in conversation, I think it's worth emphasizing: 1️⃣ Real transformation takes time. 2️⃣ Tweaking existing processes is a good way to learn. 3️⃣ True ...

10/09/2025

Seeing a sudden spike in your Marketo unsubscribe rate?
You’re not alone — and it might not be your campaign’s fault.

Many MOPS teams are noticing multiple unsubscribes from the same contact at the same time.
The real culprit?
Automated inbox filters or anti-spam tools that “click” unsubscribe links across all emails from your domain.

In our latest blog, we cover:
✅ Why this happens
✅ How it impacts your reports
✅ Simple steps to fix and future-proof unsubscribe data

Because sometimes, the problem isn’t your campaign — it’s your data behavior.

Read more: https://rightwave.com/rwi/why-your-marketo-unsubscribe-rate-might-suddenly-spike-and-whats-really-going-on

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.

10/07/2025

Duplicates – the silent CRM killer.

We’ve all seen it:
Your Salesforce dashboard looks perfect… until you find:

One contact in four versions

Three opportunities for the same deal

Attribution chaos

Good news — you can stop duplicates before they start.
With Screen Flows and Check for Matching Records, Salesforce can alert users about potential duplicates in real time.

In our latest blog, we share:
✅ How to design internal forms that prevent duplicates
✅ When to use native features vs. custom flows
✅ How to maintain clean data across Salesforce, HubSpot & Marketo
✅ Why clean data = better marketing ROI

Read more here 👉 https://rightwave.com/rwi/designing-smarter-salesforce-forms-real-time-duplicate-checks-without-the-headaches

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 ...

10/01/2025

Ever stumbled upon a pile of ghost landing pages in Marketo?

One team we spoke with found 200+ old pages from 2016 still getting traffic:
❌ Outdated offers
❌ Archived folders
❌ No easy way to track them
❌ Manual cleanup = nightmare

But with the right use of Marketo APIs, bulk redirects, and automation, what looks like a weeks-long project becomes a smooth scripted process.

At RightWave, we see this often—marketing teams weighed down by “technical debt” in their automation platforms. The good news? You don’t have to live with the clutter.

👉 Read how to clean up ghost assets, protect user experience, and enforce governance:
https://rightwave.com/rwi/tackling-the-hidden-problem-of-old-landing-pages-in-marketo

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.

09/18/2025

Big news for MOPS teams!

Webflow — the no-code design platform powering thousands of websites — has integrated with Adobe Marketo Engage.

Why it matters:
✅ Marketo segments → fuel dynamic Webflow experiences
✅ Real-time A/B testing at the website layer
✅ End-to-end conversion tracking

At RightWave, we see this as a clear signal for where Marketing Ops is headed:

Data quality will make or break personalization.

Speed of ex*****on will define competitiveness.

Governance will keep personalization from turning into chaos.

We break it all down in our latest blog: 👉 https://rightwave.com/rwi/webflow-joins-forces-with-marketo-engage-what-it-means-for-ai-powered-personalization

When we talk about marketing personalization, the gap between aspiration and ex*****on 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.

09/10/2025

Marketing in 2025 looks nothing like last year.

At , HubSpot launched its AI-first Loop Marketing playbook — tackling content declines, shifting buyer behavior, and AI-driven search.

Key shifts shaping the future:
🔄 Funnels are out. Loops are in — dynamic, always learning, powered by AI + humans.
🤖 AI is freeing marketers from busywork, unlocking focus on storytelling & brand.
📊 Data quality is critical — personalization + measurement depend on it.

At RightWave, we’re seeing the same with global B2B teams: AI is both exciting and intimidating, but when paired with strong data + creativity, it transforms marketing impact.

The new playbook? AI + Data + Human creativity.

👉 How is your team adapting its funnel (or loop) strategy?

08/27/2025

Happy Ganesh Chaturthi from all of us at RightWave!

Lord Ganesha symbolizes wisdom, clarity, and the removal of obstacles.
In Marketing Operations, our obstacles often look like data silos, process inefficiencies, and campaign bottlenecks.

Just as Ganesha inspires clarity and balance, RightWave empowers marketing teams to overcome these challenges for smoother, smarter, and more impactful outcomes.

Wishing you and your loved ones peace, prosperity, and fresh beginnings this festive season.

08/26/2025

Thinking about switching back to HubSpot’s built-in lead scoring instead of juggling complex workflows and lists?

We’ve seen HubSpot’s scoring model improve a lot:
✨ Score degradation (finally!)
✨ Ability to cap attributes
✨ Fewer workflows for cleaner setup
✨ Regular updates improving usability

It’s not flawless—some advanced use cases still need custom workflows. But for many mid-market B2B teams, the native model is now strong enough to simplify scoring without losing accuracy.

At RightWave, we always say: start with your scoring strategy, not just the tool. Once you define what “sales-ready” means for your org, HubSpot can provide a solid foundation.

👉 Dive into our latest blog: https://rightwave.com/rwi/rethinking-lead-scoring-in-hubspot-built-in-model-vs-workflows

What’s your take? Do you trust HubSpot’s native scoring or still prefer workflows?

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.....