4 minute read

In our previous blog post we went through the steps any company should go through before migrating to an entirely new marketing automation platform. In this blog post we will go through the things you need to check when implementing the migration, from admin rights to content transfer.

Part 2 of 2: Implementing the migration

Consider this post a guide and checklist for you to go through before and during your migration to a new marketing automation platform.

The Implementation

After planning out your migration strategy you should move onto the actual implementation of your marketing automation migration. If you have done a good job with the previous step, the implementation should be a piece of cake and go smoothly.

Below is a practical checklist that will help you plan your implementation accordingly.

Step 1: Set-up admins

  • Clear out any expired user profiles in your current platform.

  • Add current profile administrative accounts and match the admin privileges in your new platform.

  • Ensure that these users have received their new login information.

Step 2: Moving your database

  • Clean-up your outdated and non-responsive contacts from your lists before the move. Consider also whether you actually have permission to correspond to individual contacts.

  • Perform your CRM integration first so that any synchronised data passes over to the automation platform hosted on your new provider. This will enable your new platform to start collecting data before you fully migrate.

  • Create custom contact and account fields and hook them up to your CRM. This will ensure that once you import your data, you will be able to add all the custom data you’ve collected to your new platform.

  • Create data lists to match your existing lists. You can use a data cleansing service prior to the move to assist with this.

  • Be sure to import your suppression and do not contact lists so that your contacts are not "re-opted-in" during the transition.

Hand holding a colourful bar graph

Step 3: Configure lead management and reporting

  • Audit your lead scoring rules to make sure they are still providing true insightperhaps some rules can be removed or added.

  • Replicate your current sales alerts to your new platform.

  • Ensure lead scoring overlay and rules are updated in your new platform.

Step 4: Ensure web tracking and forms are transitioned and functional

  • Add the new tracking code to your website, and make a note to remove the old code once you’re complete

  • Take stock of all your URLs that use web forms, noting the form they contain. Use your sitemap or a crawling tool like Screaming Frog SEO Spider to help you create a list of all of your website's URLs so that you can check everything.

  • Don’t forget alternate domain landing pages.

  • Replicate all of your forms and replace the existing code with the new code. Seek assistance from your new automation provider if you require it.

  • Test each form as you update them.

    • Check data capture on any custom fields.

    • Check that each form adds to the correct list.

    • Check that any automated actions still trigger as expected.

    • Test all web forms again to make sure the form data has been updated within the new MAP and the right actions are triggering (e.g. list adds, auto-responses, notifications).

Person looking at a screen

Step 5: Update content and test links

  • Ensure all images in emails and landing pages are either self-hosted or hosted by your new marketing automation platform.

  • Update any assets hosted by your current vendor that are linked in emails or conversion pages.

  • Backup and re-upload any video or multimedia that may be configured through your existing MAP. They could be affected during or after the migration.

  • Consider using 301 redirects where needed.

Step 6: Migration of nurture programmes and other automated campaigns

  • Make a list of all active and planned nurture programmes and other automated campaigns.

  • Migrate them as necessary.

    • Keep in mind the naming conventions of certain automated functions, rules and triggers may change and you may need to reassign or redefine these.

    • Update the tracking code, hyperlinks and images associated with the migrated content.

    • Copy-pasting content may work, but as most marketing automation tools use their own visual builder it is most likely that you will need to rebuild each campaign from the ground up.

  • Consider standardising campaigns for future use and scaling.

Programming code on screen

Step 7: Ensure emails have been recreated and re-coded

  • If your new provider does not offer a custom email builder, copying and pasting custom HTML often works just fine, but be sure to check and test each email by sending yourself and a few colleagues some test emails on multiple devices and services.

    • Keep in mind that if your HTML references an asset that is hosted on your existing marketing automation platform, it will likely go missing once you migrate.

  • If your provider offers a custom email builder, use their tool instead of copying and pasting the HTML code. While this may take more time, custom email builders offer added benefits that will prove useful in the long run.

  • Be sure to especially check and test:

    • Auto-responders for forms.

    • Emails that are part of campaigns that run continually.

    • Newsletters and other templates.

    • Any other content that had a high success rate for potential re-use or reference.

Step 8: Replicate landing pages

  • Update and ensure DNS settings are in place.

  • Create 301 redirects for existing landing pages to new landing pages if you cannot replace existing landing pages.

Step 9: Tie up loose ends

  • Setup recurring or ongoing campaigns for continuity.

  • Backup and store historical data for bench marking against future campaigns.

  • Test and verify that the tracking codes are installed and working properly.

  • Test all required emails, web forms, landing pages, drop campaigns, content download links and other content.

  • Touch base with your new platform’s support team for any nuances or unique settings specific to your new platform.


The Evaluation

If you have checkmarks next to each of these pointscongratulationsyou’re well on your way to completing a smooth and comprehensive migration. Now is the time to monitor and perfect your automation routines while experimenting with your shiny new features!

Migrating your automation platform can be daunting and even exhausting at times, and if it’s not done correctly, can even threaten your lead flow. However, this can be avoided if you take the right precautions or if you have the right partner.

Demodia is an ideal partner for any digital marketer seeking to migrate their marketing automation platform. They have decades of experience with digital marketing and specialise in marketing automation. Demodia is also a recognised partner with top-tier automation vendors such as HubSpot and Pardot.

Contact Demodia today and get your automation campaign to the next level, no matter your automation provider.


Topics: Marketing Automation