About the Client

The healthcare business unit of a global publishing company received a corporate mandate to migrate from their current marketing automation platform (MAP) to Marketo.

Challenge

• Implementing the Marketo marketing automation platform (MAP)
• Rapid timetable due to expiring contract
• Lacked documentation around current MAP
• Did not have in-house expertise for Marketo

A global publishing company’s healthcare group needed to switch
marketing automation platforms and migrate to Marketo. Accelerating
the timetable for this migration was the fact that their contract for
their current MAP was set to expire soon.

Migration efforts were hamstrung by several obstacles, including a lack
of documentation around the current MAP’s architecture. Also, the
client did not have the in-house expertise to manage the current MAP
and relied on third-parties to manage the instance. The client wanted
to avoid this situation with Marketo and needed their internal team to
own the platform.

Strategy & Solution

• Provided a team of platform experts and a PM
• Implemented Marketo before previous contract ran out
• Integrated Marketo with Salesforce
• Trained in-house team to manage the platform on their own

We provided a team of marketing strategists, Marketo architects,
Salesforce architects, and a project manager to architect and
implement a solution before their MAP contract ran out. This included
migrating existing MAP assets and functionalities into Marketo, while
adding new capabilities to better support business requirements.

We documented the design and trained the team so they could
effectively manage their Marketo instance and onboard new team
members with ease.

We also integrated Marketo with their Salesforce CRM. After the
migration, data flowed to Salesforce faster and enabled more informed
follow-up to scored leads and leadership could view real time reports,
showing progression through their funnel.