10 Expert Tips on Moving From Marketo to Pardot

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I have a couple Marketo to Pardot migrations under my belt now, so I want to share with you 10 expert tips on moving from Marketo to Pardot.

1. Moving Landing Pages

Marketo’s landing page templates are different from Pardot’s in a couple of ways. Marketo landing pages are more “free form” than Pardot since Marketo has drag and drop functionality. Pardot is not drag and drop. This needs to be considered when moving your landing pages and landing page templates to Pardot.

Marketo also uses a couple different elements in their landing page template HTML markup that will need to be updated to work in Pardot

Updating the HTML

To move your landing pages from Marketo to Pardot, you will need to edit the HTML to create editable Pardot content regions. In Marketo, the HTML class for this is “mtkEditable” and the element must have an unique ID

Start by copy and pasting the HTML from your Marketo landing page into an HTML editor. You can remove all the Marketo system CSS and javascript (outlined in the code below).

Do a search for “mktEditable” in your document and replace it with the Pardot equivelent pardot-region=””. Make sure you give the region an unqiue name or it will give you an error when you import it into Pardot.

2. Finding which landing pages should be moved over

If you only want to move over the active landing pages, pull a Landing Page Performance Report to see which landing pages have been active within a specified number of days.

landing-pages-activity

Export the report into Excel so you can easily search Marketo for the active landing page.

3. Moving Marketo Hosted Images

If your images are hosted in Marketo, you will need to move them over as well. This can be done on a per landing page basis by visiting the Marketo landing page URL and using a browser extension that will export all the images at once.

4. Moving Landing Pages

There’s no easy way to export landing pages from Marketo, it’s a manual process. Open up each landing page in the landing page editor and select each section, go to the HTML view and copy and paste the HTML into the Pardot landing page.

Make sure you update any references to Marketo hosted images in all of the landing page sections.

5. Moving email templates

Moving email templates is similar to moving landing page templates. Any editable content sections need to have the Pardot tag pardot-region=”” instead of the Marketo tag class=”mktEditable”. Do a find and replace the email templates to easily change the markup.

6. Get rid of bogus contacts

Now is a good time to get rid of any data that shouldn’t be in your Marketing Automation system. This means any test or junk data. You can easily create a smart list to identify these contacts.

bogus-leads

bogus-leads2

7. Merge all duplicate contacts

When you export your Marketo data into Pardot, Pardot will automatically remove any duplicates. To avoid losing any data, deduplicate your Marketo database by using Marketo’s Possible Duplicates feature.

8. Moving Data over when you have a Salesforce integration

If you have your Marketo account integration with Salesforce, you might not need to do a complete data export/import. Create a smart list to find out which leads are not synced with Salesforce.

not-in-sfdc

9. Make sure your unsubscribes transfer over

If you’re using Salesforce, make sure the unsubscribe field is synced to a field in Salesforce. You can check the field mapping under Admin -> Field Management

unsub-field

If you aren’t using Salesforce you will need to ensure the unsubscribed field is exported with the rest of your data.

10. Syncing Pardot to Salesforce

You might want to sync all of your Salesforce data to Pardot before moving completely off Marketo. If you have a lot of data be careful of the amount of Salesforce API calls you are using. Depending on the type of Salesforce license you have you might not be able to have Marketo and Pardot integrated at the same time.

Questions?

Email me, or send me a tweet @jennamolby.

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