Post-Migration Optimization Playbook: Getting the Most Out of Your New Adobe Marketo Engage Instance

The migration is complete—now the real work begins. In this Champions Deep Dive, we’ll walk through a practical, step-by-step approach to optimizing your new Adobe Marketo Engage environment for long-term success.

You’ll learn how to:

Audit and clean your data for accuracy and performance

Re-establish and validate critical integrations

Leverage new features you may not have explored yet

You’ll leave with a clear, repeatable playbook to streamline operations, strengthen platform stability, and unlock your instance’s full potential—so your team can move faster, execute with confidence, and scale without roadblocks.

1. Post-Migration Optimization Playbook Getting the Most Out of Your New Adobe Marketo Engage Instance

2. Moderator Ruchi Lapran Sr. Manager – Marketing Automation Grazitti Interactive Maria Cruz Sr. MarTech Director MRM Speakers AJ Navarro Marketing Operations Manager Sprout Social, Inc.

3. Deep Dive Agenda Topic Speaker Why Post-Migration Optimization Matters Maria Cruz The Framework That Drives Long-Term Success Maria Cruz Re-Establish & Validate Critical Integrations Ruchi Lapran Leveraging New Features to Accelerate Results Ruchi Lapran Key Takeaways & Next Steps Maria Cruz & Ruchi Lapran Q&A Maria Cruz & Ruchi Lapran

4. Why Post-Migration Optimization Matters 01 4

5. The Reality After Migration Your new instance is live and now the critical work begins. A new Marketo Engage instance gives you a clean foundation, but it isn’t automatically optimized for performance. The real impact comes when you take deliberate steps to align data, integrations, and processes with business needs. Without optimization, even a successful migration can quickly lose momentum and create new inefficiencies.

6. 6 Compromised Data Quality Duplicates and outdated records make it difficult to segment, personalize, and report accurately. Integrations break quietly CRM, webinar, and third-party connections often need revalidation to ensure campaigns run seamlessly. Advanced features go unused Teams rarely adopt tools like dynamic content, AI, and engagement analytics without guidance. The Risks of Skipping Optimization Processes become inconsistent Without governance, execution slows down and scalability is compromised.

7. The Framework That Drives Long-Term Success 02 7

8. 8 A clean database is the foundation of every high-performing Marketo Engage instance. Marketo Engage programs, smart lists, and segmentations are only as strong as the data feeding them. Inaccurate or messy data leads to failed triggers, poor segmentation, and unreliable reporting. Long-term success requires governance practices that keep your instance efficient, compliant, and scalable. Why Data Hygiene in Marketo Engage Matters

9. Duplicate Leads Multiple versions of the same record prevent accurate scoring, attribution, and engagement mapping. Incomplete Fields Missing key values like Region, Product of Interest, or Persona block programs that rely on segmentation. Outdated Records Inactive or unmailable leads inflate database size, drive up costs, and reduce deliverability. Inconsistent Values Variations in picklist entries (e.g., “US” vs. “United States”) break filters, triggers, and reporting. 9 What to Watch For

10. 10 Practical Steps for Ongoing Data Governance in Marketo Engage Global Program Templates Align Global Program Templates with standardized fields, ensuring data flows consistently into campaigns. Smart Lists Use Smart Lists to regularly identify incomplete or invalid records (e.g., “Email Invalid = True”). Smart Campaigns Configure Smart Campaigns to automate record updates, normalize fields, and merge duplicates. Audits Schedule recurring audits using Marketo Engage Reports and integrate with CRM tools for cross-system validation.

11. 11 Best Practices & Real-World Applications Normalize with Tokens & Picklists: Create standard values (e.g., Country, Region) to keep filters and triggers accurate. Suppress Non-Mailable Leads: Automate smart campaigns to pause or exclude inactive/unsubscribed records from programs. Centralize Data Rules in MOPs: Ensure forms, list imports, and integrations follow a unified governance process. Real World Example: A team I worked with reduced duplicate leads by 40% using Marketo’s “Merge Leads” functionality, which improved lead routing and lifted campaign engagement by double digits.

12. Re-Establish & Validate Critical Integrations 03 12

13. 13 Why Validating Integrations Matters Marketo Engage doesn’t operate in isolation, its power comes from connected systems. Core integrations (CRM, webinar platforms, enrichment tools, intent data, and event platforms) drive the accuracy of lead management, segmentation, and reporting. A migration often disrupts or resets integration mappings, creating hidden issues that surface only when campaigns fail. Smooth, validated integrations ensure data flows consistently, supporting reliable lead scoring, program performance tracking, and pipeline attribution.

14. 14 CRM Sync Confirm leads, contacts, and campaign member statuses are syncing correctly; check for blocked fields, missing picklist values, or sync errors in the Marketo Admin > Salesforce section. Webinar Tools Verify that program status updates (e.g., Registered, Attended, No Show) are writing back to the correct channels. Enrichment Platforms Test that field mappings are aligned and enrichment data is populating without overwriting key values. How to Validate Sync Accuracy & Troubleshoot Issues Post-migration, every integration should be tested with precision: Troubleshooting Common Issues: Sync errors from mismatched picklist values or field-level security in CRM. API limits or expired credentials disrupting data transfers. Webinar platform registration flowing into Marketo but not returning attendance statuses.

15. 01 Identify Business Critical Integrations CRM, webinar, and lead enrichment should always be validated first. 02 Validate Data Flow in Both Directions Test lead creation, field updates, and status changes across systems. 03 Test at the Program Level For webinars, validate that registrations populate program membership and statuses update automatically. 04 Audit Field Mappings Ensure consistent naming conventions, picklist values, and sync rules to prevent errors. 05 Consider Downtime and impact Allow enough time for the integrations to be migrated successfully to ensure ensuring it doesn't disrupt ongoing marketing operations. Framework for Prioritizing and Testing Integrations 15 A step-by-step process to ensure stability post-migration: 06 Schedule Ongoing Monitoring Use Marketo’s native sync error logs, CRM dashboards, and API usage reports to proactively flag issues.

16. 16 What happens when critical connections break: Records stall in Marketo and never route to Sales, creating delays in follow-up and lost opportunities. Webinar Integration Gaps Registrants never update as “Attended,” causing inaccurate reporting and poor nurture targeting. Custom Integrations Reconfirm all API, Webhook connections, custom scripts or middleware still function by ensuring authentication, endpoints, and payloads are correct When Integrations Fail Real-World Impact Result Campaign reporting becomes unreliable, lead management slows, and marketing attribution loses credibility with stakeholders. CRM Sync Issues Enrichment Failures Missing firmographic data limits segmentation accuracy and weakens account-based marketing efforts.

17. Leveraging New Features to Accelerate Results 04 17

18. 18 Post-migration is the perfect time to take advantage of features that often sit underutilized. Many teams stop at rebuilding campaigns, overlooking powerful tools built into Marketo Engage. Features like Dynamic Content, Predictive AI, Advanced Analytics, and Interactive Webinars can transform engagement when activated with intention. Leveraging these capabilities accelerates results, improves personalization, and maximizes ROI from your new instance. A clean migration is the perfect moment to strengthen data governance and compliance rules. Unlocking the Full Value of Marketo Engage

19. Dynamic Content & Snippets Deliver personalized messaging by region, persona, or product without creating multiple email versions. AI-Powered Tools Automate smarter targeting and boost engagement rates. Advanced Analytics & Attribution Use Program Analyzer, Revenue Cycle Explorer, and Marketo Measure to tie marketing activity directly to pipeline. Interactive Webinars Move beyond passive registration to in-session polls, Q&A, and real-time engagement data natively within Marketo. 19 Underutilized Features That Drive Impact

20. 20 Practical Strategies for Adoption How to activate these features without overwhelming your team: Start with Quick Wins – Enable Dynamic Content or Snippets in emails and landing pages to scale personalization efficiently. Layer in Intelligence – Introduce AI-driven tools in testing (e.g., subject line optimization) before rolling out broadly. Expand Visibility – Build dashboards in Revenue Cycle Explorer or leverage Marketo Measure for attribution reporting. Modernize Experiences – Use Interactive Webinars to increase attendee engagement and capture new signals for scoring and segmentation.

21. Prioritization Framework The key is focus, not every feature needs to launch at once: Align with Business Goals Choose features that directly support revenue, engagement, or reporting objectives. Assess Effort vs. Impact Quick wins like Dynamic Content take less effort but deliver immediate value. Pilot, Then Scale Test features in smaller programs, refine processes, then roll out more broadly. Embed into Governance Add best practices into program templates and campaign checklists so adoption is consistent.

22. Key Takeaways & Next Steps 05 22

23. The Reality After Migration The Optimization Playbook: Three Essentials for Post-Migration Success Audit & Clean Your Data – Build a trusted foundation by eliminating duplicates, normalizing fields, and enforcing governance. Re-Establish & Validate Integrations – Ensure CRM, webinar, and enrichment tools are syncing accurately to keep campaigns and reporting reliable. Leverage New Features – Activate Dynamic Content, AI, advanced analytics, and Interactive Webinars to accelerate engagement and ROI. Next Steps for You and Your Team Apply the Playbook: Identify which step is your top priority in the next 30 days. Tap Into Resources: Leverage Marketo’s Experience League, Champion-led guides, and community best practices. Stay Connected: Continue the conversation with peers in the Marketo Engage Community and upcoming User Groups.

24. QA 06 24

25. Closer Slide