Phase 1: Asset migration and build
Before the new portals were switched on for use, we began the task of migrating hundreds of marketing and sales assets into their relevant portals, as well as standardising process builds and fields across the entire landscape. A standard blueprint was used across all of the portals to establish brand consistency and ensure the data remained structured.
The specific activities to achieve portal standardisation included:
- Reviewing, consolidating, and mapping contact properties as well as creating a default list to be used consistently in the Enterprise portal and within each Pro portal
- Creating a standardised HubSpot portal set-up (onboarding process for each brand). This included default timezones, email domains, privacy and cookie policies and user permissions
- Tracking codes and subdomains
- Creating global and local templates for landing pages and thank you pages
- Re-creating workflows and ensuring contacts were not going to be re-entered
The migration activities of sales and marketing assets included:
- Unpublishing blog posts in the Enterprise portal and re-creating the blogs after their migration
- Migrating and configuring CTAs
- Migrating emails
- Re-creating forms and providing new embedded code to the relevant IT teams to upload into the websites
- Migrating and re-creating landing pages and re-directs
- Re-creating sales processes, deal pipelines, required fields, and sales templates
The activities listed above included migrating 48 separate lead generation campaigns, with their associated emails, lists, landing pages, workflows, and forms. This was particularly important as due to the continued growth of their business, the CEG sales team setup had evolved. Rather than having all of the salespeople working on multiple university accounts at once, they were now assigning separate teams for each individual university.
Migrating marketing and sales assets and having clear lead generation campaigns for each university meant that this change in the sales team’s way of working could be properly facilitated. They had enhanced reporting across the business as well as a positive change in the sales team’s level of efficiency, giving team managers clear visibility across activities and results.
As we grew as an inbound marketing-led team, I wanted to ensure we could easily and independently report and analyse on our brands, as well as see and connect all aspects of our marketing efforts. Prior to migration, it was hard to get granular data and a full 360-degree view.
Suzanne Bull, Head of Content
Phase 2: Data Migration
There was a two-week window where the migration would have the least amount of impact on the business but would still meet the key milestone of completing and testing the project before the new university calendar year started in September.
Having created new HubSpot portals for Southampton and Queen Mary’s, CEG needed to move relevant data such as contact records, landing pages, emails, and workflows from Falmouth’s portal without losing information that was still needed. We carefully developed a plan and timeline to launch and publish the migrated assets. This was important to ensure new leads went into the right portals before CEG’s reps had switched.
Once the assets had been rebuilt and the data framework was planned, we moved all the data in one day and switched everything on simultaneously — including domains, forms, landing pages, and tracking codes. With a team of 30 sales and marketing people, it was critical that the business had minimal downtime. We helped CEG to streamline the process through our meticulous planning in the lead up to the move.
Moving to separate portals was a big decision as there was a risk to the operational performance of the business. Gem at BabelQuest made a complicated issue very clear and helped us in feeling confident we were making the right decision. The roll-out of the new system happened on a Friday afternoon and everyone was back to work with no issues on Monday morning.
Paul Smith, Director of Student Recruitment at CEG Digital
To minimise disruption, we timed the migration of contacts over the weekend, working closely with our Integration Partners Trujay Group to move all the contact data on Friday, as the assets simultaneously went live in the new portals. As the original portal stopped generating leads, they were fed into the new ones.
By sticking to the pre-arranged timeline and having everything mapped out we helped CEG coordinate the move so that their salespeople stopped using the old portal on Friday and began using the new ones on Monday.