Marketo to
A Case Study
Marketo and HubSpot are the leading marketing automation solutions in the B2B field.
In the past Marketo was used as the main tool for companies that are mid-size and up and sell to multiple markets.
In recent years Hubspot has evolved and since then it became quickly suitable for large companies.
Cyberbit hired PMG to migrate its marketing organization from Marketo to HubSpot, and by that achieve agility and business efficiency.
The Challenge
Cyberbit sells a cyber readiness platform that enables organizations to onboard and train candidates to defend against cyberattacks.
While reviewing their demand generation goals they identified two main business challenges: operational resources and business agility.
Previously, Cyberbit used Marketo as its core digital marketing platform. Despite Marketo’s powerful capabilities, the platform’s complexity made it difficult for Cyberbit to utilize all platform features. In addition to the operation difficulty training new recruits also proved challenging and delayed new launching campaigns.
Proposed solution
Cyberbit conducted a review to determine its KPIs for 2022 and established a demand generation plan based on these KPIs. It concluded that migrating to HubSpot would put it in the best position to meet its goals.
The company chose HubSpot for:
Faster Onboarding
HubSpot boasts a large pool of talent capable of working on the platform.
Reduced operational costs
The system is easy to learn, reducing the time and money spent on training people.
Improved business agility
The platform’s simplicity enables rapid execution, reducing the time it takes to bring campaigns to market.
Data-driven decisions
The dashboard provides greater visibility into lead generation and demand.
HubSpot maturity
HubSpot has matured in recent years – It has enhanced Workflows and triggers, added custom objects, multiple scoring fields and improved form tool capabilities.
How We Did It
PMG worked closely with Cyberbit’s team to identify the structure of the existing Marketo platform, the CRM and all connected systems. We reviewed existing database structure and marketing programs and created a data migration plan to allow Cyberbit regain the same capabilities of the old platform without the inherent complexity.
PMG’s course of action to achieve this goal included the following steps – A deep dive analysis of Cyberbit’s current Marketo architecture and integrations, a full review of Salesforce’s structure and current workflows, data and content migration and of course implementation in both staging and production environments. The project was delivered on time and within budget constraints without causing any service disruptions to Cyberbit.
the results
01
Seamless Salesforce/HubSpot integration
Managers have greater visibility into relationship between sales and marketing
02
Improved visibility via dashboards
Easier to present findings to board and C-level execs
03
Faster Onboarding
Platform is simple to learn, enabling scaling up of the onboarding process
04
Data-driven decision making
Data can be seen from a company or account perspective, enabling data-driven decisions.
Key takeaway
- Transitioning to HubSpot enabled Cyberbit to alter complex and time consuming processes into simple manageable ones that now required only a fraction of the time.
- Choosing the right partner is key to a successful transformation
Transitioning from Marketo to Hubspot was a major business goal Cyberbit wished to accomplish, but similar to many companies this task seemed like a huge undertaking. We needed to find a company that has the know-how, the experience and expertise in making such transitions. PMG was more than a vendor, they were a partner. Their knowledge and unique problem-solving approach is what allowed this experience to run smoothly and problem free. I would recommend any company that is currently contemplating on whether to make such a transition to contact PMG.