Migrating to Marketo Engage? Consider 7 Important Things

In the ever-changing world of marketing automation, finding the perfect platform can be a real challenge.

With a constant influx of innovations, it’s no simple task to sift through the options and identify ‘THE ONE’ marketing automation solution that aligns with all your business needs and requirements and stands the test of time.

That’s why it’s high time to elevate your marketing game with a platform that not only simplifies your tasks but also turbocharges your team’s performance.

Enter – Adobe Marketo Engage.

Marketo Engage is known for its robust features that help marketers enhance customer engagement, streamline their marketing operations, and drive significant business growth.

However, the successful implementation of Marketo Engage demands careful planning and a well-structured process. Moreover, it requires substantial groundwork before the actual implementation phase begins.

In this blog post, we’ll dig deep into why switching to Marketo is the smart move and decode the top 7 things to keep in mind while moving to Marketo to make your migration process a breeze.

Why You Should Consider Migrating to Marketo?

Marketo Engage uses cutting-edge technology to address contemporary marketing challenges and streamline a marketer’s tasks. It supports multiple channels and features pre-configured templates, streamlining the replication of campaigns and making it faster and more straightforward.

Moreover, Marketo Engage offers:

• Seamless integration with Salesforce and MS-Dynamics
• Enhanced analytics and reporting tools for more comprehensive insights
• Effortless campaign creation tools
• Segregation of data through segmentation

7 Important Things to Keep in Mind While Migrating to Marketo

While you’re considering migrating to Marketo, adopt the best practices and standardize processes to ensure an error-free and seamless migration.

Check out these 7 important steps to consider while migrating to Marketo.

1. Clean Your Database

When migrating to a new marketing automation platform, it’s crucial to conduct a comprehensive assessment of all your assets to prevent any items from being inadvertently left behind or discarded during the migration process. This is also an ideal opportunity to perform a bit of “spring cleaning” on your database. You can use this moment to cleanse your contacts, enhance your file structure and naming conventions, and embark on a fresh start in Marketo.

2. Organize Your Existing Resources

When moving your content like whitepapers and case studies to Marketo, remember that migrating landing pages and forms is a crucial step. Ensure you create a list of all your existing landing pages and resources in a shared spreadsheet for better coordination among your team members. Also, consider creating new forms and landing pages that can be easily duplicated for efficient deployment.

Don’t forget to plan how you’ll update older landing pages with fresh data and remember to redirect old pages to new ones.

3. Establish a Communication Channel

During a system migration, you’ll need to communicate with your audience through multiple systems temporarily. Create a short-term plan to manage this situation, knowing it will involve some additional work to maintain audience engagement.

4. Create a Migration Plan

To optimize the use of CRMs such as Salesforce, start by migrating Salesforce data first because it has the biggest impact on revenue. Moreover, introducing data into the CRM first preserves the interrelationships among leads, contacts, accounts, campaigns, opportunities, and other crucial data components.

The simplest method for data transfer involves importing individual records of persons into your CRM or Marketo as the initial phase. For instance, if you have 100,000 person records, importing a CSV file will bring all these individuals into your system.

Here are the other things to consider while importing your data:

• Accounts
• Campaigns
• Contacts
• Opportunities
• Cases
• Solutions
• Pricebooks
• Products
• Leads
• Contracts

5. Migrate Your Data Strategically

When dealing with the migration of extensive data sets, it’s essential to be prepared for potential performance issues. Consider the impact of the migration on your system’s performance, especially if your business depends on real-time sales notifications or prompt email communications as these processes may experience delays.

Instead of simply importing data in bulk, it’s advisable to adopt a more strategic approach. Planning ahead, breaking data imports into manageable segments, and optimizing the processing can mitigate these performance challenges.

6. Test & Monitor

Ensure that you thoroughly test all your automation sequences and triggers. This step guarantees that you can retrace your actions and identify any discrepancies by comparing your new campaign with its predecessor.

7. Train and Onboard Users

Deliver thorough training sessions to acquaint your team members with the effective utilization of Marketo. Ensure that they grasp the functionalities of Marketo and can make the most of its features.

It’s crucial to guarantee that your team undergoes Marketo training. Regardless of a tool’s value, its effectiveness is limited, without a solid understanding of its correct usage. Given the substantial investment in transitioning to Marketo, it is equally important to establish a training plan for all users of the platform.

Conclusion

Migrating to a new marketing automation platform can indeed be challenging. However, the key to a successful migration lies in thorough planning. The more effort you invest in the planning stage, the more seamless the migration will be, resulting in minimized interruptions and enhanced operational effectiveness.

It’s important to realize that the journey doesn’t come to an end when you’ve completed the migration to a platform like Marketo Engage. Regardless of the platform’s simplicity, adapting to it and maximizing its potential demands time and dedicated research.

Ready to Migrate to Marketo Engage? Talk to Us!