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Deeper discussions of real-world marketing ops and web ops. Expect hands-on advice, trend analysis, and the rationale behind our approach to building and optimizing marketing systems and martech stacks.

We do more than write about marketing ops; we live it, question it, and keep evolving how it’s done.

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Trust Moments FAQs + Support 538 159 admin

Trust Moments FAQs + Support

Need help? You’re in the right place. We typically respond within two hours during business hours, seven days a week. NameThis field is for validation purposes and should be left unchanged.What do you need help with?(Required) Finding a property Understanding my dashboard Managing my account Contacting my agent I’m an agent — platform questions I’m…

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Trust Moments Client Onboarding 538 159 admin

Trust Moments Client Onboarding

Welcome to Trust Moments. Your automated, personalized relationship engine designed especially for real estate agents, brokers, and teams. Complete this form so that we have everything we need to build your new website and customize your emails. FacebookThis field is for validation purposes and should be left unchanged.Brokerage InformationBroker / Brokerage Name(Required)Do you have a…

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Trust Moments Owned-lead Registration 538 159 admin

Trust Moments Owned-lead Registration

As a registered agent on TMRE, you must complete this form to register an owned lead. Once submitted, you should receive a confirmation email with a timestamp within minutes. Owned leads are not subject to commission sharing, so it is important to register leads immediately. If you do not receive a confirmation email, click this…

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Case Study: Building Deterministic Marketing Operations Intelligence 1920 1080 admin

Case Study: Building Deterministic Marketing Operations Intelligence

Due to their key roles and often, unique access to systems and credentials, organizations face a critical vulnerability when a marketing operations team member leaves: institutional knowledge walks out with them, systems break, workflows stop, momentum recedes.

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Marketing Operations Intelligence: Why Marketing Ops Had to Evolve 1920 1080 admin

Marketing Operations Intelligence: Why Marketing Ops Had to Evolve

With MOI, we tailor the design and governance of your marketing system to get you to that point without grinding to a halt in the transition.

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Our Strategic Approach to Building and Optimizing MKTWEBOPS.com hero shows a GTMetrix screenshot with the letter grade A
Our Strategic Approach to Building and Optimizing MKTWEBOPS.com 1195 1094 admin

Our Strategic Approach to Building and Optimizing MKTWEBOPS.com

Framework first, polish later When we started MKTGWEBOPS, we launched our site with a strategic decision that goes against conventional wisdom — we prioritized getting our framework live over perfecting speed, SEO, or user experience that would delay launch. With two web experts and a content expert on our team, we knew optimization would come…

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The Hard Truth About Fractional CMOs Nobody Talks About hero shows a woman standing on a ladder facing a wall of operational gears
The Hard Truth About Fractional CMOs Nobody Talks About 1000 563 Cyndie Shaffstall

The Hard Truth About Fractional CMOs Nobody Talks About

As a fractional CMO, you and others in this role are having a moment transforming marketing departments everywhere. A quick LinkedIn search reveals hundreds — if not thousands — of experienced and partially available marketing executives. Case studies paint a successful picture. But as an operations person, I tend to peek under the hood, and…

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You’re already paying for AI. Is it paying off? hero shows a line graph with percentages of reported AI ROI based on multiple studies
The AI ROI Divide: Why Marketing’s AI ROI Numbers Don’t Add Up 1000 563 Jessica Burruss

The AI ROI Divide: Why Marketing’s AI ROI Numbers Don’t Add Up

Marketing leaders are sweating bullets right now. You invested in AI tools, built the dashboards, launched campaigns, and reallocated budget to make it all happen. And as the numbers roll in, you’re hard-pressed to prove your AI investment is paying off. The divide between rising AI-driven martech spending and unclear, inconsistent returns is pervasive. Executives…

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Wasted Personalization Opportunities hero shows a male marketer holding up a target
Wasted Opportunities in Personalization 1000 563 Cyndie Shaffstall

Wasted Opportunities in Personalization

Are you using personalization to connect or just to fill a placeholder? A friend recently suggested I write about the most memorable email I’ve ever received. Interesting idea, but the truth is, what makes an email memorable to me might not be what makes it memorable to you. I’m captivated by development, design, and strategy…

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When All Hell Breaks Loose hero shows an abstract person with chat bubbles containing exclamations
When All Hell Breaks Loose 1000 563 Cyndie Shaffstall

When All Hell Breaks Loose

Automation can be a beautiful thing — until it turns into a digital stampede. With automation comes risk. Anyone who’s worked with complex workflows long enough knows that awful moment when your perfect program decides to fire 37 emails in 14.6 minutes to the same 1.2 million recipients. Suddenly, the tools built to save time…

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Security Is Everyone's Responsibility hero shows a woman holding up a security badge
Security is Everyone’s Responsibility 1000 563 Cyndie Shaffstall

Security is Everyone’s Responsibility

In marketing/web ops your team members often need to trust you with their digital keys. Are you doing all you can to educate them on best practices and keep their credentials safe? How securely we receive them, store them, or share them internally is ops 101. Modern marketing campaigns are multi-touch by default: social, web, landing…

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It's Time to Move On hero shows a hand moving a chess piece and a pie chart in the background.
It’s Time to Move On 1000 563 Cyndie Shaffstall

It’s Time to Move On

Email automation is a wondrous thing — I’d be lost without it — but like most relationships, it requires communication, collaboration, and the occasional reality check. What once felt like the perfect partnership can, over time, lose its spark. And if your platform no longer meets your needs, it might be time to start swiping…

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Um, Gee, Thanks for Subscribing. Now What hero shows a person with a conversation bubble welcoming you.
Um, Gee… Thanks for Subscribing. (Now What?!) 1920 1080 Cyndie Shaffstall

Um, Gee… Thanks for Subscribing. (Now What?!)

Welcome emails continue to outperform every other marketing email type — by a lot. According to the Klaviyo 2025 Email Marketing Benchmarks Report, welcome emails see open rates more than 200% higher than typical campaigns and generate up to 5× the click-through rate. Yet many marketers still skip them. Here’s how to make sure your…

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Gosh, I've Missed You hero shows a telephone handset with a conversation bubble that displays the word hello
Gosh, I’ve Missed You! 1000 563 Cyndie Shaffstall

Gosh, I’ve Missed You!

Are you giving up on your subscribers too soon? A new wave of research suggests that win-back campaigns can re-engage subscribers long after many marketers have written them off. Recent findings on the effectiveness of win-back (also known as re-engagement, lapsed-customer, or reactivation) campaigns show this tactic deserves a strategic spot in your marketing-automation playbook.…

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Buy Now. Buy More. Buy Again. hero shows an abstract ecommerce page with a hand holding a magnifying glass and another hand pointing to the screen.
Buy Now. Buy More. Buy Again. 1920 1080 Cyndie Shaffstall

Buy Now. Buy More. Buy Again.

Your website isn’t just a storefront—it’s prime real estate for validating claims, educating customers, and guiding them through decisions. Yet so many marketers toss up a landing page and call it a day. With ecommerce steadily replacing brick-and-mortar sales, it’s time to re-evaluate how your drip and nurture campaigns support the cart experience. Ecommerce has…

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Don't be a focus group of one hero shows a woman leaning on a monitor that displays a vertical bar chart
Rule #1: Don’t Be a Focus Group of One 1000 563 Cyndie Shaffstall

Rule #1: Don’t Be a Focus Group of One

If you’re sending marketing campaigns without A/B or multivariate testing — and most companies admit to running fewer than five tests a month — you’re effectively acting as a focus group of one. You’re assuming everyone feels the same way about your campaign as you do. Big mistake. Most of us have at least a…

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The Problem with A/B Testing of one hero shows a recipient opening their email on a laptop
The Problem with A/B Testing 1000 563 Cyndie Shaffstall

The Problem with A/B Testing

Some time ago, I set up an elaborate A/B test on subject lines. I liked “How 1.75 Billion Mobile Users See Your Website” and my client manager liked “Business Cards Are No Longer the First Impression.” We learned long ago not to be a focus group of one—um, two—but our testing also proves something else…

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More-Effective Marketing Through List-Segmentation, Targeted Messaging, and Analytics hero shows a woman reviewing analytics on a tablet
Segmentation and Analytics 1000 563 Cyndie Shaffstall

Segmentation and Analytics

More-effective marketing Whether you have an old customer list you’ve accumulated over the years or you’ve purchased a list, list segmentation can give you valuable insight into customer behavior and preferences that should not be overlooked. The question is: how can you, as the business owner, accomplish this without breaking the bank? It’s easier than…

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Automated Marketing: Drip vs. Nurture hero shows a hand juggling three puzzle pieces
Marketing Automation: Blast. Drip. Nurture. 1000 563 Cyndie Shaffstall

Marketing Automation: Blast. Drip. Nurture.

According to a recent overview, about 76% of companies now use some form of marketing automation. What’s interesting to me about this adoption is how few of these organizations are specifically disclosing whether they have deployed — or plan to deploy — a drip and/or a nurture campaign. When polling our clients and potential clients,…

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Celebrate Unsubscribes 1000 563 Cyndie Shaffstall

Celebrate Unsubscribes

A case study documenting our effort to remove inactive contacts to improve deliverability and level campaign analytics. You should read this article if you: Have a list of contacts you suspect or know are inactive Would like ideas about re-activating or re-engaging your contacts Would like to make better use of your marketing automation platform…

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10 Easy Steps to Improving Your SEO hero image showing a hand holding a megaphone, a website icon, and a pie chart
10 Easy Steps to Improving Your SEO 1000 563 Cyndie Shaffstall

10 Easy Steps to Improving Your SEO

When was the last time you used Google? Fifteen minutes ago, that was a shopper’s primary resource for locating your business and products but today, your customers are turning to AI millions of times a minute. AI, like the search engines of recent memory, favors those listed first. The closer your company appears at the…

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You Can't Lead What You Can't See hero shows an abstract person with hands in the air celebrating the launch of a rocket
You Can’t Lead What You Can’t See 1000 563 Jessica Burruss

You Can’t Lead What You Can’t See

Why fragmented marketing leadership slows growth and how marketing/web ops bridges the gap Fractional CMOs, growth leads, digital heads, brand directors — the idea of dividing marketing leadership into focused roles sounds smart. Each specialist brings deep expertise, and in theory, flexibility. But in practice, fragmentation is harder to scale. Marketing is an ecosystem, not…

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The Pitfalls to an All or Nothing Approach to AI hero shows a robot hand bumping fists with a human hand
The Pitfalls of All-or-Nothing Approaches to AI 1000 563 Jessica Burruss

The Pitfalls of All-or-Nothing Approaches to AI

Yes, another article about AI. But we’re not going to debate the ethics, the risks, or whether you need to rethink the way you do everything. Instead, a question: under the bombardment of advances that are multiplying what you can do with AI, how often are you pausing to ask, “Is AI the best way…

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Request a marketing techstack audit hero image shows four slides from the Looker Studio audit
Request a Marketing Techstack Audit 1980 1080 Jessica Burruss

Request a Marketing Techstack Audit

Let’s dig in If you’re wondering if how to optimize your marketing landscape, start with a complimentary audit from MKTGWEBOPS. Complete this form and we’ll get in touch to see where your team could benefit most from: General operations efficiencies Project management Data hygiene and piping Analytics and attribution Customer journeys and customer experience Optimized…

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