A Case Study
Marketo and HubSpot are the leading marketing automation solutions in the B2B field.
In the past Marketo was used as the main tool for companies that are mid-size and up and sell to multiple markets.
In recent years Hubspot has evolved and since then it became quickly suitable for large companies.
Cyberbit hired PMG to migrate its marketing organization from Marketo to HubSpot, and by that achieve agility and business efficiency.
Cyberbit sells a cyber readiness platform that enables organizations to onboard and train candidates to defend against cyberattacks.
While reviewing their demand generation goals they identified two main business challenges: operational resources and business agility.
Previously, Cyberbit used Marketo as its core digital marketing platform. Despite Marketo’s powerful capabilities, the platform’s complexity made it difficult for Cyberbit to utilize all platform features. In addition to the operation difficulty training new recruits also proved challenging and delayed new launching campaigns.
Cyberbit conducted a review to determine its KPIs for 2022 and established a demand generation plan based on these KPIs. It concluded that migrating to HubSpot would put it in the best position to meet its goals.
The company chose HubSpot for:
PMG worked closely with Cyberbit’s team to identify the structure of the existing Marketo platform, the CRM and all connected systems. We reviewed existing database structure and marketing programs and created a data migration plan to allow Cyberbit regain the same capabilities of the old platform without the inherent complexity.
PMG’s course of action to achieve this goal included the following steps – A deep dive analysis of Cyberbit’s current Marketo architecture and integrations, a full review of Salesforce’s structure and current workflows, data and content migration and of course implementation in both staging and production environments. The project was delivered on time and within budget constraints without causing any service disruptions to Cyberbit.