Recently, Acquia CMO, Lynne Capozzi announced that Acquia was officially “Kicking Marketo to the Curb” and migrating our marketing operations to Acquia Campaign Studio, the world’s only open marketing automation platform. Before the switch, our marketing and web teams were frustrated with the lack of customization, siloed systems and mountains of technical debt that we had to manage. While a Marketo migration was a big undertaking, the migration allowed us to simplify our user and content editor experience, become more agile and creative with our campaign efforts and stay prepared for the future.
In this series, we’ll dive into the specific steps of how we conducted Acquia’s migration and the improvements we’ve seen by moving off of Marketo’s platform and onto Campaign Studio. To begin, let’s look at one cornerstone for all digital marketing and lead generation: forms.
Taking Inventory and Creating a Content Map
Like millions of other businesses, Acquia uses our forms to collect important information about our site users, build our customer database and trigger certain actions such as registering someone for a webinar or allowing them to download an e-book or whitepaper. Over the past nine years as Acquia created marketing forms in Marketo, we amassed a huge amount of different form types, fields and tracking information.
Performing an inventory of nearly a decade’s worth of lead generation forms across Acquia.com was no minor feat. Our marketing operations team tirelessly went through Marketo’s control panel and created a spreadsheet of existing Marketo form. For each form we identified, we kept track of it in our own content modeling spreadsheets to align each form ID and tracking data with a form that our team could then recreate in Acquia Campaign Studio. As part of the full content mapping process, we identified duplicate and outdated form types that were no longer fit for purpose and chose not to recreate these forms in the new platform. From there, our web team developed a script that leveraged automation to consume this content map that converted the Marketo forms in Drupal to the aligning Campaign Studio form type.
Enhancing Campaign Studio Functionality in Drupal
An exciting part of creating our new forms in Acquia Campaign Studio and embedding these forms on our Drupal site was having more freedom and flexibility around the different functionalities we chose to include. To ensure that the form information would integrate properly, our web development team began with the existing Mautic Integration module for Drupal, and built new capabilities on top of this module that met our team’s specific needs.
A few of the major enhancements we made to the form functionality include:
- Ad tracking
- Google Analytics integration
- Salesforce campaign tracking
- UTM parameters
- Automated form fills for returning visitors
- Translation management
The open, flexible architecture of Drupal and Campaign Studio allowed us to build a better approach to our form creation process that would meet our strategic goals. Any Drupal developer undergoing their own migration also has the ability to customize open technology to align with their unique business strategy. Unlike legacy solutions that frequently bundle together a bunch of extra components, open marketing allows you to choose the solutions you actually need.
Creating a Content Editor-Friendly Form Experience
The ultimate goal of revamping our form experience from Marketo to Acquia Campaign Studio was to simplify the overall user experience for marketers, content editors and site builders. In total, we were able to reduce the quantity of form types we used from around 500 to just 20 templates. Now when someone goes to add a form to a new page, they won’t have to waste time navigating through hundreds of one-off forms to select the one they need.
To make it easier for content editors to locate forms, we simplified our naming structure in Acquia Campaign Studio. Rather than identify each form type by a long, complicated campaign ID number, we created form taxonomies that paired each form to the webpage it would be featured on such as case study, e-book, event, etc Additionally, we integrated Drupal with the Campaign Studio API to make it easier for content editors to discover forms and add them to web pages.
We also made the form names and embed process much more intuitive in Campaign Studio than it had been in Marketo. Before, when a content author would create a new form in Marketo, they would have to place the form, the tracking codes and metadata, and the form redirects onto the page as three separate components. Today, we’ve consolidated these three steps into a single component in Acquia Campaign Studio. When an editor selects the form they want, it automatically attaches the metadata and redirect component. This saves time and helps prevent potential user error.
We made many of these improvements to the user experience based on feedback we got from our own marketing team who had been regularly using Drupal and Marketo in their day-to-day roles. Their number one priority is simplifying their tasks and building better digital experiences more quickly. The user-friendly and intuitive interface in Acquia Campaign Studio as well as its seamless connection to all of our other tools and systems are two of the biggest changes Acquia’s marketing and web ops teams are most looking forward to using now that our migration has launched.
For even more insight into how we successfully migrated Acquia’s marketing operations from Marketo to Acquia Campaign Studio, check back soon for our next post in this series wher another member of the marketing operations team will discuss Lead Scoring.