The What, the Why, and the How of Migrating to Marketo

A marketing automation platform helps businesses to remain at the forefront of their customers’ minds. And 75% of marketing experts are using at least one marketing automation platform in their strategy.

But as your business grows and scales, it may also outgrow your existing marketing automation platform. The reasons could vary, maybe outdated complex functionality makes workflows more complicated than necessary or your marketing team has to rely on technical users to get campaigns out the door.

As the tech world continues to innovate and introduce new solutions into the market, it can be hard to tell a lasting, long-term tool from those that simply carry you to the next wave of change. But there’s no time to lose when it comes to keeping your marketing and sales efforts competitive. 

That’s why it’s time to invest in a robust solution like Marketo that doesn’t just enable your team to complete tasks but empowers them to drive impressive results. 

In this blog post, we’ll ease your Marketo migration woes and help you learn how you can make this migration process a little easier. So, let’s get started.

Why Migrate to Marketo?

Marketo is a powerful B2B and B2C marketing automation platform. With functionalities for drip marketing campaigns, engagement marketing, lead management, lead scoring, lead nurturing, revenue, and growth generation, it can cater to the needs of businesses of any size. You may consider migrating to Marketo if:

• You face challenges and limitations with your existing marketing automation platform.
• Your current platform lacks the functionality to allow cross-channel marketing, analytics, or in-depth reporting features.
• Your existing platform lacks the features you need to maximize the marketing campaign results. 
• You feel your company needs are growing but your existing marketing automation platform is not ductile enough to support your growth. 
• You think a poor and slow response and insufficient support and training from the solution provider create a gap between your expectations and the actual outcome.

7 Effective Tips to Follow While Migrating to Marketo

Migrating to Marketo can be challenging on your precious resources but staying confined to your current marketing automation platform even if it doesn’t deliver the expected results is a big mistake. Before making the move to Marketo, ensure pulling all the aces up your sleeve. Follow these tips to iron out your migration journey to Marketo:

1. Set Clear Objectives and Goals

Before diving into the migration process, it's vital to outline your specific objectives and goals. Determine what you want to achieve with Marketo, whether it's improving lead generation, enhancing lead nurturing, or optimizing campaign performance. Clear objectives will guide your migration strategy and help you measure success.

2. Conduct a Comprehensive Data audit

Data is the lifeblood of marketing automation, and ensuring data accuracy and quality is paramount. Conduct a thorough data audit to identify duplicate records, outdated information, and inconsistencies. Cleanse and enrich your data before migrating it to Marketo to avoid issues down the road.

3. Define Your workflows and Processes

Map out your existing marketing workflows and processes and align them with Marketo's capabilities. Consider how you want to automate lead scoring, email campaigns, lead nurturing, and reporting. Create a detailed plan that outlines your workflows within Marketo to ensure a smooth transition.

4. Test Thoroughly Before Launch

Before going live with Marketo, conduct extensive testing to ensure that everything works as intended. Test email campaigns, landing pages, forms, lead scoring, and integrations with other systems. Address any issues or bugs proactively to avoid hiccups once you're fully migrated.

5. Develop a Communication Plan

Effective communication is key during the migration process. Keep all relevant teams and stakeholders informed about the migration timeline and changes. Provide training and support to help users adapt to the new platform, and establish clear lines of communication for reporting issues or seeking assistance.

6. Find the Right Migration Partner

Selecting the right migration partner is a critical decision that can significantly impact the success of your Marketo migration. When selecting a migration partner, it's essential to evaluate their expertise and experience with Marketo. Look for partners who have a proven track record of successful Marketo migrations and a deep understanding of the platform's capabilities. Consider factors such as the number of migrations they've completed, the industries they've worked in, and client testimonials or case studies.

6. Documentation the Entire Process

Documenting every technological change or modification during the migration process is pivotal for future use. If the information is only made available to a few individuals, it can be consequential in case they leave your organization. To become future-proof, make sure to gather key members of each team and build an information base before implementing any new marketing automation tool. Mutual coordination and collaboration are also essential between members for troubleshooting any impending issues during the migration. 

7. Monitor and Optimize Continuously

Migrating to Marketo is not a one-time event; it's an ongoing process. Continuously monitor your marketing performance within Marketo, track key metrics, and gather feedback from users. Use the insights gained to make data-driven optimizations and improvements.

Wrapping Up

Migrating to Marketo can be a transformative step in elevating your marketing efforts. By following these seven effective tips and approaching the migration process strategically, you can ensure a successful transition that empowers your organization to achieve its marketing objectives and stay competitive in the ever-evolving digital landscape.

Need a Shoulder to Lift Those Migration Weights? Let’s Talk!

If you need any help with the migration process, our Marketo aces will be happy to help. Just drop us a line at info@growthnatives.com, and we’ll take it from there.