Client Overview
Industry
Human Resources Technology
Region
Global
Company Size
3.5K-4K
Featured Solution
Marketo-Marketo Instance Migration
About the Client
The customer, a global leader in cloud-based talent management, specializes in learning, performance, and human capital management (HCM). With over two decades of expertise, they provide an AI-driven Talent Experience platform that helps organizations develop, engage, and retain top talent. Their solutions power workforce transformation across industries, enabling businesses to optimize employee growth, productivity, and career development at scale.
When Two Marketing Systems Create More Chaos Than Efficiency
Marketing teams thrive when everything runs smoothly, campaigns are in sync, data is accurate, and sales and marketing work as one. But when systems don’t talk to each other, things get messy.
That’s exactly what happened when this global talent management leader acquired a Learning Management System (LMS). Suddenly, they had two separate Marketo instances, each running its campaigns, storing its data, and causing more hassles than results.
Leads were getting duplicated, reports didn’t match up, and the marketing team was spending more time fixing problems than launching campaigns. Managing two systems wasn’t just inefficient—it was holding them back from scaling their marketing efforts.
"We were constantly dealing with duplicate records and inconsistent data. Instead of focusing on campaign strategy, our team was stuck troubleshooting system errors."
The Struggles of Managing Two Marketo Instances
Merging marketing platforms after an acquisition is never easy. The customer found themselves juggling two separate Marketo instances: one from their original setup and another from the acquired company.
What seemed like a necessary transition soon turned into a daily struggle:
Double Effort, Half Efficiency
Campaigns had to be managed separately, doubling the workload.
Rising Costs
The cost of maintaining both instances kept rising, eating into the budget.
Data Inconsistencies
Duplicate records created data inconsistencies, making segmentation and reporting unreliable.
Disconnected Teams
Sync issues with Salesforce led to misalignment between marketing and sales teams.
The Solution: A Seamless Marketo Consolidation Strategy
- Built a Clean Foundation
Built a new Marketo instance with optimized fields, tags, channels, and a Salesforce integration strategy.
- Automated and Efficient Migration
Migrated 2,000+ programs and assets while eliminating 1,500 redundant campaigns via API automation.
- Cleaned and Structured Lead Data
Extracted 1.6 million lead records from Marketo-only fields to maintain clean and structured data.
- Ensured CRM-Marketing Alignment
Synced 500+ Salesforce campaigns to ensure proper mapping with Marketo programs.
- Fixed Sync Errors at the Root
Resolved Marketo-Salesforce sync errors by fixing duplicate fields and user role permission conflicts.
- Improved Lead Attribution
Transferred 50+ high-quality landing pages with tracking parameters to enhance lead attribution.
- Preserved Historical Accuracy
Migrated forms and mapped 2,000+ programs while preserving historical data integrity. Also, downloaded 11,834 files from the legacy instance and uploaded them to the new instance.
- Tested for Quality and Reliability
Conducted rigorous QA and UAT testing to identify and rectify discrepancies before going live.
- Supported Smooth Adoption
Provided post-migration support to ensure system stability and smooth user adoption.
Our Marketo experts designed a structured migration plan to ensure a smooth and disruption-free transition. Here’s how they implemented it:
The Impact: Faster, Smarter, and More Scalable Marketing
By consolidating two Marketo instances into a single, optimized setup, the customer achieved a new level of clarity and control. Automation reduced operational overhead, which cut down unnecessary spending and led to budget savings. The streamlined data architecture further improved segmentation and reporting, while real-time syncing with Salesforce ensured stronger alignment across teams.
"We finally have the visibility and structure we were missing. Our campaigns run more smoothly, and our teams can work with confidence and speed."
Highlights
75%
Reduction in Manual Effort Through Scripting
80%
Time Savings via Automation
94%
Improvement in Data Accuracy in Marketo & Salesforce
40%
Budget Savings During Migration
Conclusion
The instance migration brought measurable improvements to the customer’s marketing operations. Our team ensured that every step, from field optimization to post-migration support, was built for long-term reliability. With cleaner data, a unified platform, and automated processes in place, the customer is now better positioned to scale campaigns and adapt to evolving business needs.
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