Enabling scalable marketing performance by migrating from Marketo to HubSpot
Simplifying Marketing Automation to Drive Growth
- Industry
- Bioscience
- Region
- North America
- Duration
- 4 weeks
- Type
- B2B
- Solutions
- Marketo Migration
HubSpot products used
-
-
Marketing Hub®
Enterprise
-
-
Content Hub®
Professional
Our client is a bioscience company focused on advancing medical research by providing researchers with access to high-quality patient data and biospecimen. They specialize in connecting patients directly to research studies through a decentralized model, ensuring faster and more efficient study participation.
After struggling to maintain database hygiene and effectively execute their marketing automation efforts on Marketo, the client selected HubSpot as their platform of choice to help drive operational efficiencies into their marketing motions.
accelant partnered with the client to migrate their robust data inventory and marketing assets from Marketo to HubSpot, as well as jump start their automated campaigns.
THE CHALLENGE
A complex system that undermined marketing efforts
Our client needed a more intuitive platform to empower their team to automate processes and warm up leads. They also required a more dependable Salesforce connector to ensure the data sync between their marketing system and CRM was clean and accurate.
Broken Marketo<>Salesforce connector
The client carries a robust contact database. The amount of data syncing between Marketo and Salesforce proved too large for the native Marketo connector, resulting in a broken connection and inability to maintain data integrity between the two systems.
Limited process automations
Attempts to automate marketing motions in Marketo were abandoned when it was discovered that highly specialized Marketo resources were required to build and maintain those automations. The client's team then spent significant time on manual tasks that could not be automated effectively.
| "You need to be a subject matter expert to use Marketo, and none of us are."
Dependencies on external design and development resources
The client's marketing team struggled to meet the pace required for their marketing efforts because of the bottlenecks created from Marketo’s lack of end-user creation tools for emails and landing pages. The team became reliant on designer and developer resources to produce their marketing assets.
THE SOLUTION
Simplified processes for scalable marketing performance
To address these issues, accelant enacted a migration and implementation plan that focused on reducing complexity and increasing automation, ensuring a smoother, more integrated marketing motion.
Automated lead warm-up workflow
To engage existing cold leads in the client's database, a multi-path, "choose your own adventure" email workflow was built to warm up cold leads and prepare them for handoff to the sales team.
Long-tail nurture campaigns
Focused on keeping the client top-of-mind with their existing lead database, an automated nurture sequence was built that enables long term, scalable brand awareness.
Lifecycle stage management
A lifecycle stage funnel was designed and built for our client that aligned with the organization’s marketing and sales processes. These lifecycle stages were leveraged to segment their audiences and tailor messaging for different customer journey phases.
User friendly email and landing page templates
Ensuring the marketing team had autonomy to create their marketing assets, drag-and-drop email and landing page templates were created so the client's marketing team could quickly design emails and landing pages without technical support.
“
accelant went above and beyond to ensure our experience was top notch. We had a short timeline to completely shift our marketing automation platform to HubSpot. The team was organized and delivered clear guidance, a lean meeting schedule, and foundational materials to get us up-and-running on our schedule. When we felt there was a misalignment in priorities, our team happily worked with us to get back in sync. After go-live the team was available to provide additional hand-holding to help us move forward quickly with confidence. Kaelyn and Laura were both great.
THE RESULTS
Improved marketing efficiency and enhanced performance
After migrating to HubSpot, our client's marketing team was empowered to automate routine tasks, focus on strategy, and deliver higher-quality leads. The migration from Marketo to HubSpot delivered significant improvements in our client's marketing efficiency, such as:
Improved lead quality for sales team
Our client can now warm up leads automatically, streamlining the process for their sales development representatives and nurturing more “sales-ready” leads.
Faster campaign execution
Using HubSpot’s drag-and-drop templates, the team is no longer reliant on external design and development resources for critical marketing assets, allowing them to create and launch campaigns faster.
Seamless Salesforce integration
The seamless sync between HubSpot and Salesforce improved data accuracy across both systems, enhancing sales and marketing alignment.
Empowered and enabled marketing team
Each marketing team member was trained on HubSpot’s intuitive interface, allowing them more control over their marketing activities and allowing their team to execute campaigns without external support.
By migrating to HubSpot, this bioscience client unlocked streamlined marketing operations, empowered its team to drive real marketing results, and enhanced their overall customer journey.
Interested to learn how your organization can benefit from accelant's streamlined Migration Services?
