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How to migrate from your marketing tool to another?

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How to migrate from your marketing tool to another?

According to Salesforce’s 5th “State of Marketing” report , companies today manage up to 15 different sources of data about their customers. However, only 47% of marketers have a unified view of all the data obtained.In this context, each company must choose a marketing tool that is 100% adjusted to its specific needs and that optimizes data management for campaign execution.list_altIndex of contents
Why migrate from one marketing tool to another?
What should you do before migrating from one marketing tool to another?
First step for migration: prepare the elements to migrate
Second step to migrate: run the migration process
Last step of the migration: review the results
Other ways to usa and i phone number from one marketing tool to another
But what happens if the tool that a company currently has is no longer the most suitable for its new needs?If this is your case, you must migrate from one marketing software to another that does meet your new requirements. To do this, in this article I will try to guide you as best as possible about the migration process. If you have any questions, leave me a comment at the end and I will help you!

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Why migrate from one marketing tool to another?
As a marketer, you probably use one or more software for your inbound marketing and campaign automation strategies , which, so far, may have worked very well for you. However, at a certain point you may have a Betting Email List that requires you to change your usual platform.In this sense, some of the main reasons why it may be necessary to migrate from one marketing tool to another are :Cost adequacy
Unification of functionalities
Compliance with corporate decisions
Adaptation to collaborating agencies
Need for more power
Cost adequacy
It is possible that the marketing budget has decreased or that your current tool is becoming very expensive. The latter is due to the fact that there are platforms that increase their costs as the number of registered contacts or the amount of emails sent increases, among other variables. In these cases, you will need to adopt a new tool with more accessible pricing models.Unification of functionalities
It is very common for marketers to use different systems for very specific tasks. For example, WordPress to create a blog, its landing pages, forms and thank you pages; and Mailchimp to run email marketing campaigns and generate traffic to the blog.In this sense, to achieve greater agility it may be necessary to have a single platform that has all these same functionalities, for example, HubSpot . In this way, it will be necessary for you to migrate everything you have in WordPress and Mailchimp to HubSpot.[FREE GUIDE] 25 essential elements to include on your website
Compliance with corporate decisions
Company managers are likely to decide to implement one tool for the entire organization. The decision may be motivated by a new IT partner or, simply, it seeks to unify the management of all departments, each one with controlled access profiles.

Anyway, as far as the marketing tool is concerned, it will be necessary for you to migrate your entire work ecosystem to the new global platform .Adaptation to collaborating agenciesWithin the strategies of commercial alliances, the company can benefit from the transfer of knowledge by experts belonging to a partner agency. They can also work with you for a certain time or during the development of a campaign or project.In this scenario, it will be convenient for you to use the same marketing software that these experts use. Therefore, you must migrate your current system to the latter.Need for more power
As the company grows, more contacts are managed, workflows multiply, more emails are sent, more products or services are promoted, more content is generated …All of this increased operational demand can make your current marketing platform inefficient. This, by not having the necessary capacities ad functionalities to satisfy the new demands.In this context, you will need to start using high-performance marketing software with scalable resources to meet new and increasing operational demands.As you will see, the reasons can be very varied to adopt a new marketing platform and abandon the old one . Naturally, after this you will be wondering: what happens to all the content and data that I have on my usual platform? Will I lose them?Do not worry! You can carry out a migration process from one platform to another. This in order to transfer to your new tool all the maerial that you had managed in the previous one.To reduce the margins of error, avoid data corruption and inconvenience during the process, the first thing you should do is a detailed planning of the migration. Below I guide you on it!New Call-to-actionWhat should you do before migrating from one marketing tool to another?
Planning is the most important aspect in any migration process from one marketing tool to another . A detailed and organized plan allows you to anticipate potential problems and detect key factors that are not in plain sight. In this sense, a roadmap is your best ally to contemplate all the scenarios and thus avoid unforeseen events during the execution of the process.Next, I will give you the following recommendations to plan a successful migration:Compare the features of the new and old platform.
Analyze how to exploit the new potentialities to the maximum.
Consider how to leverage migration to debug and improve.
Focus on long-term productivity and agility.
Compare the features of the new and old platform
Make sure that the new marketing platform has at least the same functionalities and resources as your old software. So you have the security that in the new tool you will be able to continue doing the same as you did in the previous one.Here you have a comparative analysis between the main marketing tools . Check it out!However, if you notice that the new system needs something that you did have in the other, then you must design some way to be able to give continuity to your work through the new functionalities. Even if it implies a different way of doing it.Analyze how to exploit the new potentialities to the maximum
Analyze how to change your usual processes to enhance them both at a technical and strategic level thanks to the capabilities of the new software. For example, you can:Automate certain tasks more efficiently.
Apply higher levels of personalization in campaigns.
Achieve better data integration from different sources.
Change the way you make decisions through more accurate analytics.
Think about how to leverage migration to debug and improve
The migration process can be very useful for debugging content and items. Rather than transferring absolutely everything from one marketing platform to another, consider skipping those elements that are of little use from the start. For example:Not valuable data.
Materials with errors.
Bad workflows.
Unnecessary settings.
Old tests.
Campaigns already closed.
Focus on long-term productivity and agility
Before running a migration, you may be tempted to want to do it as quickly as possible, keeping in mind your comfort and short-term productivity. I’m wrong?

In this way, for example, you can get to use tools that allow you to copy all the HTML content of a website template and paste it into your new marketing software. Thus, easily and quickly you will have a website just like the one you had with your previous platform.However, in the future this may cause you a series of inconveniences. For example:If you want to modify that same website , you may have to apply these changes through programming code, which is much more complex.
If you want to create a new website with the same format , you will not have an editable template available, since the HTML that you “copied and pasted” may not be 100% compatible with the editing modules of the new platform.
Under all this context of uncertainty, it is better not to think about what is more comfortable in the short term, but about what will be better, more productive and more efficient in the future.Thus, your focus should remain on how you will use the marketing tool to optimize your projects in the future and not on how to expedite the migration just for this moment.First step for migration: prepare the elements to migrate
After planning the entire migration at a theoretical level, the first practical step to start executing the process is to review and prepare those elements that you are going to migrate. These elements vary depending on two factors: the functionalities of your new marketing tool and the materials that you have created in the previous one .In this sense, the first thing you should do is list everything you want to migrate. In general, it can be:List of contacts and the properties of each one.
Forms.
Landing pages, Thank you pages and other pages (along with all their templates).
Blogs and their published content (along with their templates).
Emails and their respective templates.
Calls To Action (CTA).
Workflows and campaigns.
Analytics reports.
Files of all kinds (multimedia, documents and downloadable, among others).
This list should be as ordered and correlated as possible. That is, you must establish the relationships between the elements that you want to maintain in your new platform. For example: landing page 1 is associated with form 1, which, in turn, is associated with email 1.

Thanks to this level of detail, you can know exactly what is the volume of content that you must migrate, as well as the level of work and effort that the migration will entail.

So that you have a clearer idea of ​​this first step on the preparation of the elements, below I will tell you in more detail some aspects to consider in terms of contacts , forms , blogs , CTAs , templates and reports .

1. Contacts and their properties
While migrating contacts from one marketing software to another seems straightforward, the truth is that it can be a process prone to errors. It is not just about exporting and importing a CSV file with the contact list, as you must take the following actions into account for a successful migration:

Create the desired properties in the new platform and find out how the exported contacts are imported into it.
Compare the name of these properties between the new and the old tool, since in some cases their names must be the same to avoid errors.
Determine compatibility between some formats. For example, dates may vary from one system to another.
Additionally, you must pay close attention to all those data of your contacts that are not saved as “properties” in your usual tool. It can be the case of activity histories or information about engagement. Said data, not being as properties, cannot be migrated to the new tool.

In this case, you should consider the possibility of converting that information into properties within the old tool before starting the migration.

As you can see, the process requires special care. Therefore, and to avoid inconveniences, it is best to carry out different migration tests with small numbers of contacts before starting the whole process on a large scale.

Mailchimp marketing toolExport contacts in Mailchimp

2. Forms
The time to migrate the forms is a good opportunity to debug and optimize. To do this, it all depends on the characteristics of your old and your new marketing platform. For example:

In your previous software, it may have been necessary to create a different form for each landing page, as only then was it possible to measure conversions.
However, in your new software, conversions may be measured even with a single form for all landing pages.
In this case, it will not be necessary to migrate all your previous forms, since the versatility of your new system allows you to take advantage of a single form for different purposes.

3. Blogs and their contents
Most of the marketing tools with Content Management System (CMS) functionalities allow you to export and import an XML file, which contains almost all of the blog’s content.

However, although with these files it is possible to efficiently migrate elements such as post titles and texts, sometimes they may not be very effective for other items such as:

 

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