Laying the Foundation for Global Marketing Success at WARC with Marketo
Future ready platform Data integrity Sophisticated scalable campaigns
Details
WARC, the global authority on marketing effectiveness, became part of Ascential PLC in 2018. As part of this transition, WARC adopted Adobe Marketo Engage to align with Ascential’s Martech strategy, migrating away from HubSpot.
To ensure the migration was seamless and retained the value of the WARC brand, Clevertouch was selected as the partner of choice due to its close relationship with Adobe, UK-based expertise and proven track record in delivering large-scale Martech projects.
Discover how WARC migrated from HubSpot to Adobe Marketo with Clevertouch, ensuring data integrity, asset recreation and global team enablement — all delivered on time and in scope.
The Challenge
WARC needed to migrate from HubSpot to Marketo without disruption to ongoing campaigns. Their requirements included:
- Migrating assets including lists, templates, forms and campaigns.
- Carrying out data migration and field configuration.
- Setting up a dedicated IP and providing best practice recommendations for IP warming.
- Delivering Marketo training for global teams.
- Achieving a full migration within 3 months while maintaining business continuity.
Marty Lyon, Head of Marketing Automation, shared:
“We wanted a consultancy that had a close relationship with Marketo, based in the UK, and with a strong reputation in delivering high quality Martech services globally.”
Our Approach
Clevertouch delivered a structured and efficient migration designed to maintain business continuity while improving performance and scalability. The focus was on ensuring data accuracy, campaign integrity and smooth adoption across teams. Key steps included:
- Conducted platform investigation and scoping across HubSpot and Salesforce, identifying potential risks early.
- Implemented a dedicated martech support team to answer queries and provide rapid problem-solving throughout.
- Recreated WARC’s preference centre in Marketo, ensuring data integrity and compliance.
- Rebuilt campaign and program logic natively within Marketo, removing legacy issues from HubSpot.
- Ensured quality assurance and technical oversight at every stage to deliver a migration in-scope and on-time.
“Clevertouch met our requirements here perfectly, providing us with end to end visibility of a seamless martech migration, specific to our business needs.”
Marty Lyon
Head of Marketing Automation
Impact
The migration provided WARC with a robust Marketo environment fully aligned with Ascential’s martech stack. The project strengthened WARC’s global marketing capabilities, creating a futureproof foundation for scalable, insight-driven campaigns. Key outcomes included:
Looking Ahead
With Adobe Marketo Engage in place, WARC is positioned to deliver more sophisticated, scalable campaigns as part of Ascential’s broader martech framework. The migration not only delivered platform parity, but also gave WARC the opportunity to refine processes, enhance data quality and establish a stronger foundation for global marketing success.
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