5 Tips for Switching Marketing Automation Platforms

Jodi FlorencePrincipal Business ConsultantMarketo

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• Make a list of everything in your current platform • Prioritize your list with either Must Have Now, Nice to Have Eventually, and

Not Needed• Determine your go-live date in Marketo

Tip #1 – Inventory Your Existing System

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• Let go of email addresses that are invalid or have bounced • Group your records by level of engagement

• Active, Inactive, Unsubscribed

• If synching with a CRM system, work closely with your CRM Administrators to plan and execute the integration before any data is loaded through a list import• If possible, do any data clean up and standardization of data before it comes

into Marketo

Tip #2 – Make a Fresh Data Start

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• Choose a new subdomain (CNAME) for landing page URLs and update the company DNS settings• Complete the back-end technical steps to authorize Marketo to send emails

on your behalf• Schedule IT to perform one final DNS update on the cut over day to redirect

your old landing page URL to the new one

Tip #3 – Complete Your Technical Set Up

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• Key Areas• Programs and Smart Campaigns• Forms• Design Studio Templates• Dynamic Content and Segmentation• Engagement Programs• Native CRM sync behavior• Scoring and Revenue Models• Launchpoint Integrations

Tip #4 – Adopt the Lingo and Functionality

Crawl

Walk

Run

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• Make sure all critical items from your inventory exist in Marketo• Migrate Assets (html, images etc.)• Build Forms and Landing Pages• Build programs and smart campaign workflows • Clone and Go!

• Test and Review

Tip #5 – Build, Test, Launch

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Jodi FlorencePrincipal Business ConsultantMarketo