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Making the Switch to Marketo Engage – Let Us Lead You

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Making major operational decisions about your company’s marketing stack is not an easy undertaking. The logistical effort of having to transition to new marketing automation software can seem like reason enough to just stick with the status quo. However, with the proper partner, you can actually make the transition a benefit in and of itself. Yes, you will need to put some work into the project, but it will also be an opportunity to reevaluate your strategies and make other cutovers that would normally go undone due to the disruption they would cause. Let Leadous be the kind of partner that makes you stronger for having decided to use the Marketo Engage platform.

Navigating the Logistics

The first task you’ll need to tackle is to catalog your assets and current programs. Leadous has been helping our clients through this process for years. Without a plan and end goal in mind, just getting started with this often proves overwhelming to companies at this early stage. We have developed documentation and processes that will help you manage what would otherwise seem to be a daunting task. We know you need to sort through everything from your landing pages to emails to specific audience groups. 

Once you know what you have, the next step is to determine what you want to keep. This will require your team to review your inventory. While Leadous and our experts can not make these sorts of calls for you, we can provide you with guidance about what you’ll need specifically to transition to your new Marketo instance. We can also advise on your broader marketing strategies which may influence the continued use of other assets.

We know you are likely coming from another platform. As such, we know your plans need to revolve around the loss of access to your old service. Our process will help you make sure you have everything you might possibly want to save before your old subscription ends. As we help you plot out your migration timeline, all of the relevant dates and considerations will be incorporated into your plan. 

Getting Into the Weeds

Once you have your migration plan in place, you will start the actual work of rebuilding programs and migrating assets. Outside of the migration itself, you will also need to start setting up your new Marketo instance. The experts at Leadous pride ourselves on our Marketo expertise. We can either guide you through the process, take it over entirely, or whatever mix of the two that meets your needs.

As Marketo experts, we will help you make sure all of your programs are properly adapted into the Marketo environment. Unless you are migrating between Marketo instances, you will have to rebuild the programs in your new instance. There is no ability to import a program from a different platform. Our experience will help smooth over the bumps that will inevitably arise as you have to “translate” into the new language of Marketo. If you are moving from one instance to the next, you can use the program import tool, but you may still have to do some specific rebuilds manually. 

Expect the Unexpected

An old military adage states no plan survives first contact with the enemy. Even the best laid plans have to be ready to change once the realities of the actual engagement reveal themselves, whatever they may be. When this inevitably happens to you, it will pay to have someone else around to offer assistance and advice. We have assisted with many migrations, and while every situation is unique, our history of service and happy clients means we have probably seen something similar to your current quandary.

Actually, we encourage our clients to take the migration as an opportunity to reassess their strategies and technologies. For instance, did you know Adobe has launched Dynamic Chat? Instead of paying for another 3rd party service, you can use a chatbot included with your Marketo subscription. When you make a realization like this and decide to leverage the new feature, the Leadous team is right by your side to help you understand what those changes to the plan mean for the rest of the migration timeline. 

As your team acclimates to the new platform, you can also engage with Leadous to train your staff. Even if you have to solely rely on Leadous during the migration because you are unfamiliar with Marketo, we have the resources to make sure your team doesn’t have to stay that way. From instructor-led sessions with our training expert to access to our managed learning system, Certous, Leadous can take your staff from novice to expert.

A Steady Hand on the Wheel

Whether you decide to do the rebuilds yourself or you want to offload the whole task, with Leadous consultants available to help, the switch to the Marketo Engage platform doesn’t have to be a strike against making the move. You will have dedicated Marketo Certified Experts working as your consultants during the transition, but you won’t be limited to just them. Through your consultants, you will have access to the entire Leadous Services Team and our entire combined experience. With our knowledge, you can rest easy knowing that any challenges you encounter can be dealt with and overcome.

If you are thinking about making the switch to Marketo Engage, reach out to find out what Leadous can do for you

Tips

5 Engaging Email Examples from Marketers Meeting the Moment

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As the world turns increasingly digital, we’ve seen marketers pivot their plans to meet the moment. In our last blog we covered in depth how marketers are pivoting from in person events to webinars, and why the need for virtual events will likely never go away from here. 

We’re also seeing an increase in email marketing over the last few months, which isn’t surprising. Email is a direct line of communication to your subscribers. Whether you’re talking to prospects, customers, or even employees, your emails allow you to get front and center in the inbox for the chance to have their full attention. 

How you take advantage of that position to engage and serve your audience is what we’ve been watching closely. Across businesses, email marketers are rising to the occasion to create communications that provide value to their subscribers, with empathetic messaging, creative and engaging designs that capture attention. 

Leveraging our knowledge on email deliverability and marketing automation as a service, we at Leadous are passionate about sharing tips and tricks with our audience to better the digital experience. 

Here’s 5 of our favorite recent engaging email examples from savvy email marketers.

1 – Feather uses creative design to offer a WFH solution

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Feather is meeting the moment by providing a very relevant business offering – rentable home office furniture – and packaging it in an easy to digest, fully 100% mobile email that’s downright pretty to look at. 

Their email ticks the boxes of empathy and trying to highlight their business offerings that will appeal to subscriber needs. They make a point of highlighting contactless delivery, a discount and the need to serve in the email, making sure that they’re leading the message with care. 

2 – SurveyMonkey leads with listening

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In this email, SurveyMonkey is leading with an empathetic message that focuses solely on resources related to the pandemic. 

By cutting out any superfluous content and sticking straight to the point on how to stay informed about public perceptions, get templates to survey your own audiences and even receive discounts for customers who may be struggling, they’re making it simple to follow the call to action, while increasing brand loyalty by not coming across as tone deaf. 

3 – InVision re-engages customers with helpful product tips

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A part of speaking to the moment is making sure current customers understand how to best utilize your product or service during a changing environment. That’s what InVision understood when they sent out best practices and examples on how to use InVision Freehand to collaborate remotely. 

Of course, the email is also well structured, full of examples and custom product imagery that tells a story, and short, concise content with simple calls-to-action that also help keep it engaging. 

4 – Webflow stays short and to the point

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We love a good virtual event, and maybe even more, we love a good virtual event email invite. 

Webflow keeps their invite short and to the point with custom imagery that brands the virtual event experience – so you know exactly what you’re signing up for before you’ve even clicked the link. 

By connecting a topic that’s currently top of mind – remote work lessons learned – with a catchy webinar theme that also speaks to a need for connection in an increasingly virtual world, Webflow is making sure they stay relevant and interesting to engage their subscribers. 

5 – Asana stays relatable

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By leading off their newsletter with a personalized note directly from an Asana employee describing their own remote work transition, this email hits all the high notes on making a personal connection with the subscriber. They’re leading with relatability. Asana makes a genuine connection and then follows it up with helpful tips and tricks for remote work. 

From there, the email is bright, in brand, and concisely structured so you can skim for the high points and click through to their website. 

During unprecedented times of uncertainty, it’s clear that smart email marketers are leading with genuine, helpful messaging. 

Ignoring our current situation in your emails is only going to come across as tone deaf when the way we work and live has been turned upside down for the foreseeable future. Taking the moment and using it to deliver something good, or helpful, or just informative will engage your audience far more, and for far longer, than any other quick email fix could. 

For more guidance on how to build engaging emails that build community during uncertain times, reach out to Leadous, with our new badge accredited by Adobe as a solution that solves a strategic problem, we’re glad to help.