Driving Enterprise Automation:
The Adobe Marketo Platform Migration & Rollout
The Adobe Marketo Platform Migration & Rollout
Problem: Legacy marketing workflows and fragmented contact data limited Marketlab’s B2B capability, requiring a robust system better suited for complex customer journeys.
Strategy: Spearheaded vendor selection and authored a phased crawl-walk-run implementation roadmap to transition Marketlab to Adobe Marketo, prioritizing enterprise B2B requirements.
Execution: Partnered directly with IT to architect attribute mapping, contact importing, and automated nightly contact acquisition syncs from the internal ERP, while leading training and rollout.
Business Impact: Successfully deployed an enterprise-grade B2B marketing platform, eliminated manual data entry through automated ERP synchronization, and scaled long-term campaign delivery.
Key Contributions & Leadership
(The Strategy & Execution):
(The Strategy & Execution):
Vendor Selection & Strategic Alignment: Evaluated and selected Adobe Marketo over HubSpot due to its superior handling of complex B2B business structures and contact management requirements.
Technical Integration & Data Mapping: Partnered directly with the IT department to architect attribute mapping, contact importing, and list management systems, including automated nightly contact acquisition mapping from our internal ERP.
Phased Roadmap & Execution: Designed and executed a disciplined crawl-walk-run implementation roadmap to ensure seamless adoption without business disruption.
Training & Change Management: Led comprehensive training and enterprise rollout initiatives to empower the marketing team on the new platform.
Business Impact & Downstream Value
(The Outcome):
(The Outcome):
Enhanced B2B Capabilities: Successfully migrated Marketlab to an enterprise-grade platform built specifically for complex B2B buyer journeys and lifecycle management.
Data Automation & Synchronization: Eliminated manual data entry by establishing reliable, automated nightly synchronization between the internal ERP and Marketo.
Operational Scalability: Empowered the marketing team with advanced segmentation, automated workflows, and structured list management to accelerate campaign delivery and lead conversion.
