Pre-Session: What is MOPs? Coffee Talk

Are you new to MOPs? Still not sure if you need to create a Marketing Operations team? Join this coffee talk to understand the basics of what Marketing Operations is, why it is necessary, and how to begin.

45min

ALL

Ben Pollack

Ben is the Head of Growth Marketing at ChartHop, an HR technology and people analytics company that has raised $54M in venture funding to date. Ben oversees the architecture of ChartHop’s MarTech stack & marketing operations, in addition to leading all demand campaigns and growth channels. With experience at multiple high-growth B2B software startups, Ben […]

Adrian Cardelle

Adrian is a Marketing Operations Specialist at Elastic (a distributed, free and open search and analytics engine). Her background in marketing has been managing channels and marketing campaigns, creating dashboards in Marketo, Google Analytics, and Salesforce, creating and identifying back-ups, and ensuring transitions between lead and customer lifecycle stages, and architecting nurturing and lead scoring […]

Megan Docherty

Megan is a Marketing Operations Coordinator at Qumulo. It is her first year in a MOPs role following her graduation from the Carlson School of Management at the University of Minnesota. She is a multifaceted marketer, with experience in social media management, media relations, market research, and content creation. Currently, she supports digital advertising, email […]

Kelly Jo Horton

Kelly Jo Horton is a Senior Client Partner at Etumos. She is a 2x Marketo Champion, a Marketo Fearless 50 member, and holds MCE and MCSA certifications from Adobe/Marketo. She is the founder and moderator of the MOPsTalks monthly webinar series. Her superpower is the ability to visualize, architect, and implement digital ecosystems that connect […]

Welcome to MOPsCON!

15

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Alysha Khan

Alysha Khan is a Campaign Operations Manager at Etumos and the Community Admin for MOPsPROs. She is passionate about helping her clients build robust campaigns and run an efficient Center of Excellence for campaign operations. When she’s not in the weeds of Marketo, Alysha is helping build a rad community over at MOPsPROs for her […]

Keynote- State of Marketing Operations

1hr

ALL

Edward Unthank

Edward Unthank is the Founder and lead Marketing Technology Consultant for Etumos. He is a pure-bred digital marketer, specializing in solving marketing problems through technology instead of human resources. Edward has built marketing operations teams from scratch, designed and led enterprise implementations of marketing technologies, and architected cutting-edge marketing stacks from the ground up. Edward […]

5 Steps to a Martech Power Stack

Most marketing automation platforms have the ability to integrate broadly with other solutions, creating a complex and powerful ecosystem for marketing operations professionals to build and manage. To be successful, you need to know how to properly leverage these solutions. With over 8,000 marketing and sales technology solutions to choose from, making the right choices to ensure that you continue to up your marketing game is tough. In this session, learn how to:

• Map out your data and business workflows to uncover the systems and hidden rules driving your funnel and decide which tools you need (or don't).
• Manage martech integrations, deprecations, and expansion projects with your marketing automation platform.
• Think about RFPs and handle martech salespeople to know the right details about their system and understand how they fit in with your stack.

1hr

Business User

Josh Hill

Josh Hill is a marketing tech leader who helps firms create full-funnel transparency and tell their story at scale. Josh is currently AVP, Marketing Automation & Technology at RingCentral, a leading unified communications provider. Josh has 20 years of experience in technology, sales, and B2B marketing. He has worked with dozens of firms to implement […]

Kelly Jo Horton

Kelly Jo Horton is a Senior Client Partner at Etumos. She is a 2x Marketo Champion, a Marketo Fearless 50 member, and holds MCE and MCSA certifications from Adobe/Marketo. She is the founder and moderator of the MOPsTalks monthly webinar series. Her superpower is the ability to visualize, architect, and implement digital ecosystems that connect […]

Email Deliverability: What Every MOPs Pro Needs to Know

Deliverability. It's one of those topics that many email marketers don't even think about most of the time. That is until they're confronted with an issue affecting inbox placement that requires their attention.

Optimizing your email sends involves proactive monitoring of a variety of data points such as:

• Blocklist monitoring
• Email statistics (commonly known as vanity metrics)
• Postmaster tools
• Seed testing aka "inbox placement testing"
• Email rendering and anti-spam filter tests
• Soft and hard bounces
• Customer complaints about emails landing in spam or going missing
• and the list goes on…

• What deliverability is and why it's important.
• The main factors affecting inbox vs spam folder placement.
• How MOPs can proactively monitor deliverability easily while juggling all other tasks on their plate.

1hr

Practitioner

Lauren Meyer

Lauren brings 15 years of experience in the email industry to her role as EVP of Product Marketing & Brand Strategy for SocketLabs. Throughout her career, Lauren has helped small and large-scale senders get the most out of their email marketing programs, working with various ESPs and email technologies. Having focused mainly on the areas […]

Break

1hr

ALL

You’re a Nerd Like Me: How MOPs Pros Can Learn Agile from Developers

Thought you were "just" a marketer? Think again. You may not realize it, but the modern MOPs pro often has more in common with your engineering team than your field marketing team. Join this session to learn about development principles you should be applying to your MOPs org, such as:

• Servant leadership
• Failing forward/gracefully
• Reusable componentry
• Incremental delivery
• Experimentation

1hr

Business User

Vinny Sosa

Vinny Sosa is the Head of DevMOPs at Etumos, responsible for architecting and building integrated solutions across client martech stacks. He has extensive experience building Agile teams and is a lifelong student of the servant leadership mindset. He has a technology background with over 15 years in product, demand, and field marketing as well as […]

Sydney Mulligan

Sydney Mulligan is a Senior Manager of Marketing Operations at Hyperscience. She has gone as deep as any sane person should go into Marketo (and then some). She loves a good nerd out with fellow MOPs Pros and loves to learn more every day from the other people in the MOPs community. In her free […]

Building a Scalable Multi-Faceted Scoring Model for Complex Organizations

Hear this Case Study on How Korn Ferry (with the help of Etumos) designed a scoring model that accounts for the channel, program status, and solution areas. You will learn:

• How to leverage tokens and smart lists to create flexibility and scalability
• Use score fields to help select appropriate nurture streams
• Tips and tricks for success

1hr

Practitioner

Alex Long

Alex is the Manager of Marketing Operations at Korn Ferry, a global organizational consulting and recruitment firm. Alex started her career in marketing back in 2017 after previously working in account management and project management. Turns out it was a good move as she found a career path she could be excited about. Having skipped […]

How to be World-Class at Hubspot in 60 Days!

HubSpot has a ton of moving parts and has grown into four significant hubs. You need to start creating marketing, sales, and service your leads & customers love today. However, how do you know what you don't know about HubSpot and then learn it fast? No worries. George B. Thomas will show you how to become world-class with the HubSpot tool in 60 days or less so that you can educate, empower, and execute your team and what they need.

1hr

Practitioner

George Thomas

George B. Thomas is an Inbound Evangelist, Speaker, Marketer, Video Jedi & HubSpot Certified Trainer at Impulse Creative with more than 25 years of sales & marketing experience. George has a record-breaking thirty-two HubSpot certifications including Inbound, Email, Contextual Smart Content, Content Marketing, and more. George utilizes his expertise in graphic design, web development, video […]

Same, Same, Different: How Amplitude & Palo Alto Networks Approach Campaign Execution

At SaaS companies, your product can play a pivotal role in how your MOPs team develops and executes on the customer journey. In this case study presentation, we take a deep dive into Amplitude and Palo Alto Networks to understand how both companies’ MOPs teams drive revenue and support the ideal user journey. We’ll discuss how select the target audience, define success and how to leverage Martech differently depending on your product.

1hr

Business User

Kyle McCormick

Kyle McCormick is Senior Manager of Marketing Technology and Operations at Palo Alto Networks, the global cybersecurity leader. Kyle is responsible for planning and designing the global MarTech stack, and his team is responsible for building scalable and efficient processes in Marketo, supporting over 400 marketers around the world. As a 3x Marketo Champion with […]

Jake Schlan

Jake Schlan is the Director of Growth Marketing Operations at Amplitude, the leading product intelligence platform. Jake is responsible for the architecture of Amplitude’s MarTech stack and overall digital experience. With over 10 years in marketing operations, Jake is always striving to find more elegant ways to structure global MarTech stacks and enhance user’s digital […]

Ask the Experts

1hr

ALL

Justin Norris

Justin Norris is the Sr. Director of Solutions Architecture at Perkuto, a Marketo Certified Solutions Architect, and a 4x Marketo Champion. His career spans nearly 15 years in marketing and 10 years in revenue operations. He’s helped dozens of Fortune 1000 companies and high-growth startups transform their revenue operations through the strategic use of automation […]

Jessica Kao

Jessica is a Marketing Operations thought leader passionate about working with companies to operationalize and scale marketing strategy and create the infrastructure for a metrics driven team. Her expertise focuses on B2B Enterprise SaaS companies. She’s passionate about mentoring, inspiring, and leading the next generation of marketers. She’s a data and analytics junkie, 6X Marketo […]

Helen Abramova

Helen Abramova, Marketing Technology Lead, Verizon. 4x Marketo Champion, MOPsPROs Ambassador, Marketo Revvie Award Winner, and Washington DC Marketo User Group Leader. Having diverse experience and background, Helen found her passion in helping B2B organizations build and manage marketing operations and technology. Avid runner and cyclist.

Paul Wilson

Paul has a strong background in CRM and marketing technology consulting. He joined Slack in March 2021 as the head of marketing operations and is leading the team as it navigates the Salesforce acquisition of Slack. Prior to joining Slack, Paul worked as Director of Marketing Technology at Adobe, overseeing their project to implement Marketo […]

Edward Unthank

Edward Unthank is the Founder and lead Marketing Technology Consultant for Etumos. He is a pure-bred digital marketer, specializing in solving marketing problems through technology instead of human resources. Edward has built marketing operations teams from scratch, designed and led enterprise implementations of marketing technologies, and architected cutting-edge marketing stacks from the ground up. Edward […]