In order to improve their usage of marketing automation platform features, the client began migrating from ExactTarget to Marketo in 2016. The first step was to begin migrating newsletter campaigns, with the ultimate goals to:
Move to a more user-friendly platform without losing the capabilities of a large business
With any large-scale platform migration, several challenges included:
The client was first advised on the new platform choice and the migration workflow. Then, RevSquare handled all the new Marketo API development to synchronize user data and also recommended how to enrich the client database with Marketo and Munchkin information.
RevSquare also updated the newsletter and fully re-integrated the new templates to synchronize with the platform content better; a modular approach to accelerate production was also offered.
As a result of the migration, there was increased integration with marketing automation platform features that included: