Marketo to Pardot - Interrupt Media12. Document your criteria and point assignments from Marketo....

1. If you have lists or smart lists in Marketo, we recommend re-creating the lists in Pardot first and then importing your contacts by list.

2. Prepare for your migration by recreating your lists in Pardot. Navigate to Marketing. Then click Segmentation -> Lists -> Add List. (Screen_01, Screen_02)

3. Name your list. 4. Then, in Marketo, go to Lead Database -> System Smart List -> All People -> List Actions ->

Export List. (Screen_03)5. Choose All Columns and CSV Format. Then export. (Screen_04)

As a rule of thumb, we recommend that you export and save all historical data from Marketo if possible.

When naming your assets, we recommend the following naming conventions:• Have a date at the beginning of the asset • Use 3-4 words for a description, here are some examples:

• For Campaigns: 201910 Newsletter, 2019Q3 Prospect Nurturing, etc. • For Emails: 20191015 Newsletter, 2019Q3 Prospect Nurturing Welcoming Email, etc. • For files: Event Email Header, Facebook Logo for Footer, etc.

MIGRATIONCHECKLIST:

Migrating from Marketo to Pardot can feel like a daunting task, but it doesn’t have to be. With a knowledgeable support team and thoughtfully organized, step-by-step processes, you can make the transition to Pardot as efficient and seamless as possible.

This checklist will take you through each aspect of the migration process from Marketo to Pardot and lay out the best practices for your transition.

Marketo to Pardot

Before You Begin

Contacts Database & ListsPART 1:

interruptmedia.com | Copyright © Interrupt Media

https://interruptmedia.com/

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6. You may also want to write down any list filters used in Marketo so you can recreate them in Pardot.

7. If you need to do any clean up or remove unnecessary fields, you can do this from the export sheet before importing to Pardot.

8. Now navigate back over to Pardot.


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9. Create any custom fields you need in Pardot before importing your list. To do this, go to Admin -> Configure Fields -> Prospect Fields -> Add Custom Field. Then click Create Custom Field to save. (Screen_05)

10. Import your CSV to Pardot using the import wizard. (Screen_06)11. Scan briefly to ensure everything mapped over correctly.

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12. Document your criteria and point assignments from Marketo.13. Depending on how mature your scoring is, the scoring can live in the scoring page, completion

actions, page rules, or automation rules.


Lead ScoringPART 2:

14. You can customize the default prospect scoring system in Pardot so that you can recreate a similar, or better, system. For best practices, you can use this template and modify it based on your needs.

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Email ContentPART 3:

https://help.salesforce.com/articleView?id=pardot_leadqual_scoring_baseline.htm

15. Open both Marketo and Pardot.16. Create your emails in Pardot under Marketing -> Emails -> Templates to use one of their

premade templates to replicate your Marketo emails. (Screen_08)17. For text, the solution is as simple as copying and pasting email text from Marketo into a

Pardot. 18. For images, you will need to save the asset to your computer and upload into Pardot.19. For more complex emails, such as those with customizations or dynamic content, we

recommend saving the HTML file and having someone with coding knowledge set it up in your new system.

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23. You will not see a 1:1 equivalent in Pardot, but by having both programs open at the same time you will be able to compare and find equivalent or better options.

24. Test each of your campaigns fully to work out any bugs before terminating your Marketo services.


Automation CampaignsPART 4:

20. In Pardot, your automation capabilities consist of actions, triggers, and rules.a. Actions - tell the program to do something (i.e. send an email).a. Triggers - an action taken by the prospect that starts the automation (i.e. clicks a link).a. Rules - tells the program to check for a condition to see if it matches a criteria (i.e. is the

prospect on a certain list). 21. Open both Marketo and Pardot side by side. 22. Recreate your automation sequences in Pardot by navigating to the Automation page ->

Add Automation Rule and carefully replicating your Marketo actions into your new Pardot automations.

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Landing PagesPART 5:

25. Similar to your email migration, you will need to go into both programs at once and copy all of your content for each landing page that you wish to recreate in Pardot.

26. If using a template in Marketo, again you may not have a 1:1 equivalent in Pardot, but you can get them fairly close with Pardot templates. To begin, go to the Marketing Tab -> Landing Pages -> New Landing Page.

27. For more complex landing pages, such as those with customizations or dynamic content, we recommend saving the HTML file and having someone with coding knowledge set it up in your new system.

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FormsPART 6:

We hope that you have found this checklist to be a useful tool for your transition from Marketo to Pardot. It’s important to note that depending on your level of expertise with automation tools and the amount of data your current tool contains, migration can take anywhere from a few days to a few weeks.

If this checklist has left you feeling overwhelmed and out of your wheelhouse, we’d love to schedule a chat with you to discuss how we at Interrupt Media can use our marketing automation expertise to assist you with a major migration from one tool to another.

28. Take note of your form fields you’re using in Marketo and recreate them in Pardots form builder. Navigate to the Marketing tab -> Forms -> New form. (Screen_12)

29. Recreate the automation activities for each form after it is submitted by a prospect. In Pardot, these are “completion actions.” (Screen_13)

30. You will do this on the Thank You Content tab by entering the content that is displayed after the prospect submits the form.

31. Then enter the code that you want to run after form submission. 32. Then click completion actions -> Next -> Confirm and save your form.

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33. Save your gated content/images in Marketo to an external folder.34. Upload the folder to Pardot under Marketing -> Content -> Files.35. All images and files that were hosted in Marketo and will now be in Pardot will need to be

relinked in all emails and landing pages that use them or they will appear broken.


FilesPART 7:

https://interruptmedia.com/lets-connect/

Marketo to Pardot - Interrupt Media12. Document your criteria and point assignments from Marketo....

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