It’s migration season for digital marketing businesses as more and more marketers pack up data to switch to new marketing automation platforms (MAPs). According to a recent international data management study, over 38 percent of data professionals planned to go through a data migration in 2018, a 10 percent increase compared to two years earlier. And all signs point to continued rising trends in 2019.
There are plenty of reasons to make a switch. Chief among them the current trend towards consolidating major tools in the marketing tech stack – including marketing automation, customer data platform (CDP) capabilities and omnichannel execution – in a single platform like Selligent Marketing Cloud.
The only problem is that, much like moving into a new home, platform migration is widely considered a major hassle and a risk – regardless of the benefits. In 2017, 45 percent of U.S. Chief Data Officers listed ‘migrating data’ as their primary business challenge.
But here’s the truth: platform migration can be a pain-free, seamless process – if you plan it right. That’s exactly why we have created our new eBook: 10 Strategies For A Seamless Marketing Automation Platform Migration.
This entirely free, 12-page eBook has the strategies, pitfalls, and a platform migration checklist you need for a pain-free data center migration. In the first step, it helps you decide whether you are ready to migrate your B2C marketing automation by answering these three questions:
1. Do you really need to migrate your MAP?
Answering this most basic question will not only help justify the resources spent on migration. It will also help to green-light the necessary budgets and win over key stakeholders.
List all the reasons why your current tool has reached its limits: Is it an email-only solution that lacks omnichannel execution? Are there data silos and integration issues? Does it play well with other tools in your tech stack? Do you get support when you need it? Consider reaching out to colleagues for feedback.
2. Have you found the right vendor?
The question of finding the right marketing automation vendor boils down to several factors. Budgeting is important, but it may be better to focus on evaluating the technical improvements the new platform needs to bring to your entire marketing funnel.
If you are having trouble deciding on the right vendor, try a trick new home buyers learn from their real estate agents: Picture yourself already living in your new home! In other words, imagine yourself using the full scope of solutions your new MAP brings to the table.
3. Do you fully understand what the new MAP can do?
In order to picture yourself fully using your new MAP, you need to use every chance to learn. Speak to your sales contact and ask for demos or product documentation to get yourself ‘in the mode’ of viewing your current workload handled via a brand-new tool.
This also helps avoid a major pitfall: Thinking of your marketing workflow in terms of your old tool will potentially blind you to new ways of boosting your efficiency across the board – for instance with new capabilities such as AI marketing. Spend time test-driving the new tool to see how it can benefit your engagement marketing program.
So with these three points in mind, are you ready to migrate to a new marketing automation platform?
If the answer is ‘yes’, it’s time to find a new vendor and work out a platform migration project plan. Whatever you do, download the eBook now to make the right decision that not only boosts your marketing automation but your entire relationship marketing strategy as well.