Don’t Start Your Pardot Migration Without Reading This
The Pardot marketing automation tool is one of the leading contenders in marketing automation platforms, known for its strong CRM management integration with Salesforce. A Pardot migration can help marketers streamline initiatives to create better workflows.
While similar to alternative marketing automation platforms such as Marketo and HubSpot, Pardot is unique in its connection to Salesforce. These platforms roughly do the same job, but their diverse internal ecosystems affect how they execute tasks and manage data.
Before you dive into a new marketing automation system, ensure you and your team have prepared in order to get the most out of moving forward and improving your functionality. This guide will help!
Establish a Solid Plan for Your Pardot Migration
Migrating all your data from your current marketing automation platform to Pardot will take time. Creating a new Pardot implementation can require several months. You must develop an action plan that your entire marketing team can operate within. You all need to be on the same page for a smooth transition.
To simplify, delegate tasks within each department among your marketing team. Have your marketing team prepare and organize all email templates, save HTML codes, email marketing materials, lead scoring models, landing pages- any important dynamic content, and marketing assets. Also, ensure all files are backed up.
Have your sales team focus on your CRM and develop a plan to store all data and customer information, making it easily accessible during the automation migration process.
If you’ve decided to invest in a significant marketing automation migration, there’s a reason. Maybe you see holes in your current business ecosystem stem or marketing efforts, or your goals and budget have shifted. Whatever the reason, it’s essential to know why so you can transition effectively to fit your needs and adapt to the new system.
Carve Out Enough Time to Learn Pardot
New automation software, or any software for that matter, will usually require a learning curve for your sales and marketing teams.
To prepare in advance, allow enough time for everyone to learn the system. Build-in some wiggle room in case it takes longer; it’s better to overestimate than underestimate. Not allowing enough time could stall production or send your teams out without a full understanding of the systems.
CRM integration can be particularly challenging for most people. Even once all the data is integrated, you’ll need your teams to check data and begin to implement the new software, working it into their current workflow. This will require time.
A Pardot migration will offer ample resources to help your marketing team to move from your old system and learn the new platform. Using webinars can be beneficial for learning new automation tools. The onboarding process for Pardot can be easier than you’d expect when you carve enough time for everyone to learn.
Everyone learns at a different speed. Be prepared, and give everyone enough time to learn and adapt to a new automation platform.
Create a Road Map for Long Term Success
When you take the leap and switch to a new automation platform, you make a substantial investment of time and money; make sure you utilize your investment wisely. You aren’t just planning for the transition; you are designing a long term strategy for the future.
Since you and various teams will be transitioning your website over to a new platform, it’s important to take extra time during the process to construct your long term goals.
There is usually a reason companies switch automation platforms and invest time, effort, and hassles. Their focus might be on lead generation, nurturing, or improving inbound marketing strategies.
Depending on your new direction, change your goals to fit so you can maximize these structural alterations. Before you choose a marketing automation platform, make sure you have clearly identified your future business goals.
Remember that incorporating a new automation software is a major business change. It’s more than just software; you’re investing in a team whose role is to help you. Make sure you choose an automation platform that you are compatible with and that fits your needs.
Switching to Pardot can drastically improve the direction of your marketing strategy. Pardot is best used if your business’s fundamental need is for stronger sales capabilities, and you already use or are planning to use the Salesforce CRM platform.
Make Sure You Complete These Steps Before Your Pardot Migration
Step 1: Inventory and Cleanup
Migrating to a new marketing automation software can be tricky. You really want to take a full inventory of all your assets so that nothing is left behind or accidentally discarded during the migration process.
This is also a great time to do a little “spring cleaning” with your database. You can take this opportunity to cleanse contacts and tighten up your file structure and conventions and make a fresh start in Pardot.
Step 2: Archive Valuable Items
Beyond cleaning, you may be unsure of what you should migrate or what you should archive for potential use later down the road. So here are a few considerations to review as you plan your archival process.
- HTML Codes
- Emails & Landing Pages that may be needed later
- Campaign workflows
- Form submission data
Step 3: Planning & Timeline
It’s important to note that your migration can take several weeks depending on the size of your database and content. Much of your assets can’t be transferred and will need to be re-created, so be sure to create a project management plan for your migration and set a reasonable timeline.
Step 4: Testing
When it comes to sequences and triggers in your marketing automation software, make sure you test everything before you cancel service with your current provider. This ensures that you can “retrace your steps” and pinpoint any by comparing your new campaign to its predecessor.
Ready to Migrate?
Now that you’ve learned the ins and outs of Pardot, you’ll have to decide if moving to this marketing automation software is the best move for you and your organization. If so, we welcome you to use our customized checklists to help guide your transition.
Don’t have the bandwidth to commit to a migration effort? Worried that assets might fall through the cracks and campaigns won’t function properly once in Pardot? Let us help!
At Interrupt Media, we are automation experts and we provide a white glove approach to migrating your database from your current automation tool to Pardot.
Reach out today and let’s set up a time to chat.