Eloqua to Marketo Migration - Agency Recommendation | Community
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esun
Level 1
February 24, 2022
Question

Eloqua to Marketo Migration - Agency Recommendation

  • February 24, 2022
  • 1 reply
  • 1412 views

Does anyone have any agency recommendations for working on an Eloqua to Marketo migration? Any tips/tricks and estimation for how long the project took? Would love some advice, thank you!

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1 reply

Jo_Pitts1
Community Advisor
Jo_Pitts1Community Advisor
Community Advisor
February 27, 2022

@esun ,

it's a long time since I've worked with Eloqua, but here are my thoughts:

Journeys

Eloqua uses a much more traditional 'journey builder canvas' type approach to journeys rather than Marketo's smart campaigns.  You'll need to document all of these, and then map them to a Marketo based approach before building.

 

Data

Eloqua has a very flexible data model.  If memory serves, you can write SQL as ways to generate audiences.  You'll need to map the data structures (and any custom attributes and SQL) into a Marketo based approach.a

 

Activity data can be an issue here.  If you have journeys based on engagement (or lack thereof), or certain assets downloaded etc. most of that can't be migrated to Marketo.  You'll have to find ways of managing this, either through the use of custom activities, or setting flags against lead records that you know will be deprecated over time.

 

Assets

All of your images, documents, emails, landing pages, forms, etc etc. Will need to be documented and migrated.  In the case of emails, landing pages, and forms, this will be a case of rebuilding in a Marketo format.

 

Integration

All of your integrations need to be reviewed, documented, and migrated.  This can be a biggy!

 

Reporting

All your existing reports need to be migrated. 

 

Whilst this broadly fits under integration, IF you are currently sending data to a centralised reporting DB for consolidated 'whole of business' reporting, you'll need to look at how that data is coming across, and how that team will migrate to reporting on Marketo data whilst being mindful of the historical Eloqua data.

 

A KEY DECISION!!

Are you doing a like for like migration, or taking the opportunity to improve things along the way.  Are you going to do journey reviews as part of this.

 

As to the sizing of this... how long is a piece of string.  You'll need to consider things like:

  1. How many assets do you have (again, especially emails, email templates, forms, and landing pages)
  2. How many journeys do you have (and how complex are they)
  3. How many integration points do you have
  4. How many users need training
  5. etc etc etc

Cheers

Jo

 

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