It may look like a mountainous task from the outside, but the integrations experts at theCodery made it look easy.
WHERE WE STARTED:
It wasn’t long ago that a large retail customer focused on health and wellness, started using Salesforce and went through a very difficult, problematic implementation. So bad… they had no desire to consider any other Salesforce products.
To the rescue – theCodery helped fix Salesforce, and made it work so well, that they wanted to take a look at moving from Klaviyo to Salesforce Marketing Cloud (which was a great customer expansion for the AE).
THE KLAVIYO ENVIRONMENT:
This customer was heavily entrenched in Klaviyo, mailing roughly 250,000 subscribers through nearly 100 flows, with many data integrations.
They perceived the effort to move to Salesforce Marketing Cloud to be a daunting, expensive, and endless task. So, they assessed the scale of the migration and theCodery was brought in to manage the migration for them.
theCodery was able to assess this migration path, develop a full estimate, and plan to deliver this within 6 weeks! It was delivered on-time and well under the expected budget.
Key Challenges & How We Solved Them
Challenge #1: How are Klaviyo Profiles migrated to Marketing Cloud Subscribers?
Klaviyo stores all its subscribers and attributes in a flat table. You can also use Klaviyo segments to create specific lists and segments to pull over. This is not overly complicated.
The bigger problem to solve is – what lives in Salesforce and what lives in Marketing Cloud?
There’s not really a straightforward, one size fits all answer for this – it’s really what fits your organization the best. In this case, we wanted to track all subscribers in Salesforce, so we went through a process of matching Klaviyo emails to existing Contacts and Leads and then isolated the ones that didn’t match to create new Leads.
After that, it was simply a matter of modeling how we wanted to put Klaviyo lists and segments into Marketing Cloud and then scripting the entire migration in a robust tool like Talend (which works perfectly for this).
Challenge #2: How are integrations moved from Klaviyo to Marketing Cloud?
A lot of this depends on how data is coming into Klaviyo. In this case, our client is using Segment and RudderStack, which made this super easy. Connecting Segment and RudderStack to Marketing Cloud is not very hard – there’s a set path on how to do this. The tougher challenge is how you want to model the data capture and automation to send people into journeys.
Luckily, this is in our wheelhouse – we’re data geeks here and don’t scare easily. We were able to set up a series of data extensions and automation in Automation Studio (via SQL queries) to get this going easily. We also set these up in a way that is super easy to maintain.
For data sources that need API integrations, Marketing Cloud has a powerful, open API with a complete capability to do nearly anything you can imagine when it comes to sending emails. As an integrations expert, theCodery was able to plug external data sources into Marketing Cloud here quickly & easily, with emails flowing within days.
Challenge #3: How is email content moved from Klaviyo to Marketing Cloud?
There are many ways to skin this cat, but it boils down to either adapting existing HTML to Marketing Cloud or rebuilding emails in Content Builder.
The key piece here is identifying where you want assets, like images, hosted for your emails. If you want to move these over to Marketing Cloud, this will add a little bit of effort, but it’s not difficult to pull off. If you have these hosted on a Content Delivery Network (CDN) or similar kind of hosted server that is not going anywhere, you might be able to get away with copying and pasting the HTML nearly entirely.
It’s also important to factor in moving key personalization strings when moving emails. You want to make sure that you change references to data, like First Names and similar you inject into emails. Arguably most important for commercial emails – you want to make sure your email content (usually your footer) points correctly to required CAN-SPAM elements, like company name & address, unsubscribe links, and similar.
Challenge #4: How can I build reports on rich marketing attribution and related deliverability data?
At theCodery, we’re big fans of using objects like Campaigns and Campaign Influence – there are some very powerful capabilities here out of the box. With some helpful lighting components, you can go even further with nice aggregated statistics around influence dollars, attribution models, and much more for Campaigns.
Journeys can even go quite a bit further to update attribution metrics in Salesforce. This is where you can have a ton of fun creating models and automation around getting answers like “how much money did this email contribute to our sales?” At theCodery, we geek out over this stuff – it’s where the rubber really meets the road!
If Campaigns, influence, and attribution are not your thing, and if you have powerful BI tools like Einstein, Tableau, and others – the sky is really the limit. Think about how you might want to mashup a journey, email deliverability, opens, and clicks against sales.
Ask yourself these questions: which campaigns, sends, and/or journeys are most effective? Which aren’t? What dollar amount did the messaging actually generate in revenue?
A retail customer was a robust Klaviyo user, mailing 250,000 subscribers through nearly 100 flows with Klaviyo.
The customer wanted to shift to Salesforce Marketing Cloud but was concerned about the scale and timeliness of a migration.
We needed to:
Solve for migrating Klaviyo profiles to Marketing Cloud Subscribers
Shift integrations from Klaviyo to Marketing Cloud
Move email content from Klaviyo to Marketing Cloud
Build reports on rich marketing attribution and deliverability data
The net result: theCodery was able to develop and deliver a migration path within 6 weeks and under budget! theCodery provides a quick and simple way to migrate from Klaviyo to Marketing Cloud!
theCodery understands the challenges in modern tech stacks. We have developed a personalized approach for each Salesforce Cloud implementation while leveraging our deep been-there-done-that and best-practice expertise to ensure you get the most value from your Salesforce deployment. We take an agile approach with all development, optimization, and integration projects. Whether you are trying to broaden your engineering and development capabilities, reduce technical debt, integrate tools you are unfamiliar with, or create new applications, theCodery has a proven track record of solving problems and streamlining complexity.
If you have any questions for theCodery about our team, our process, or the clients, please reach out to us at: https://www.thecodery.io/contact-thecodery
theCodery: Accelerate your time-to-value on Salesforce with a trusted partner that delivers scalable architectures that are tailored to delight your customers.