HubSpot to Marketo
Back in 2018, WARC became a part of Ascential plc, the Global Specialist Information company, and as a result of this, WARC began the process of adopting Marketo as their martech platform provider, migrating from HubSpot.
"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. 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, Ascential
Clevertouch began this process with an in-depth platform investigation. This provided us with key information surrounding:
- The assets (lists, templates, forms, campaigns..) that needed migrating.
- The data migration and field configuration required.
- The dedicated IP so we could make best practice recommendations on IP warming for a smooth transition.
- Marketo training requirements for their global teams in the new platform.
Once the above scope was agreed, Clevertouch was given 3 months to achieve a full migration from HubSpot to Marketo. The strategy behind the migration was to retain the value of the WARC brand and continue business as usual, whilst implementing Ascential’s marketing technology stack and processes throughout.
The Clevertouch Solution
Efficient operations were key to the success of the entire project. Clevertouch ensured there were always dedicated martech specialists on hand ready to answer queries and help with any issues as quickly as possible. It was this close relationship, combined with Clevertouch’s efficiency of QA and a dedicated team, that led to this migration being delivered in scope and on time.
The Technical Lead involved in this migration carried out technical and data discovery within HubSpot and Salesforce, alongside detailed scoping calls with WARC. This gave Clevertouch the ability to accurately scope out the length of time the migration would take, as well as pick out any potential issues that may appear further down the line as the project develops.
As well as this, to further ensure data integrity, Clevertouch identified and re-created WARC's preference centre within Marketo, using core functionality to ensure preferences were maintained as part of the migration.
When recreating WARC assets and campaign/program logic, the CT team ensured that it was all fully compatible with Marketo processes, and would not retain any of the issues that may have been prevalent in their Hubspot platform.
Migrations aren’t just about leveraging the advantages of a new platform, but a chance to overhaul the entire system, work out what was going right, what was going wrong, and from that, what should be carried over to the new platform, what needs slight tweaking, and what can be left behind or made anew.
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