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Simplifying Your Marketo Transition to Adobe Identity Management System (IMS) Users Perspectives

ilona_buteneers
Level 3 - Champion Level 3 - Champion
Level 3 - Champion
a month ago

Curated by @Zoe_Forman & @ilona_buteneers 

 

Introduction

The Marketo platform is migrating to the Adobe Experience League platform, and with this comes an important change: the move to Adobe's Identity Management System (IMS). This migration will soon be coming to your Marketo instance. This move aims to streamline your experience and integrate Marketo more seamlessly with other Adobe products. This post will walk you through the key benefits, offer tips for a smooth transition, and explain the migration process.

 

Why Migrate to IMS?

The migration to IMS offers several key benefits:

  • Unified User Management: Manage your Marketo Engage subscriptions and users within the Adobe Admin Console, alongside your other Adobe products.
  • Easy Switching Between Organisations: Seamlessly switch between different organisations.
  • Single Adobe Identity: Sign in with one Adobe ID across all Adobe products and the Marketo community.
  • Centralised Support: Access support, community, and training resources in one central location.
  • Access to New Innovations: Take advantage of new product innovations, such as the New Email Editor. Note that to leverage the new email editor (Jan 2025), your Marketo instance must be migrated.

Understanding the Migration Process

The migration process has three main phases: Product, User, and Support. Currently, over 50% of Marketo Engage instances have already been product migrated.

  • Product Migration: This is the first step in the process, moving Marketo to Adobe Admin Console. It can happen either at recontracting, or on a scheduled date designated by Adobe. After product migration the System Admins in your Adobe Admin Console are notified and are requested to complete any prerequisites that may exist. Prerequisites can include setting up SSO in the Adobe Org (if used in Marketo) and providing consent if there are other Adobe products in the Adobe org.
  • User Migration: User migration varies based on your organisation's size and setup:
    • Auto Migration: If your subscription has fewer than 75 users and is in an Adobe Org without Single Sign-On (SSO), you'll be automatically migrated. Once it’s your turn, your Marketo Admin will be notified by email and the proposed migration date will be communicated. 
    • Self-Service Migration: If you have more than 75 users or SSO is configured in Marketo or in the Adobe Org, you'll need to use the self-service migration console in Marketo to migrate users.
  • Support Migration: The Marketo Support system is also moving to the Adobe Experience League platform as the third & last step of the migration process. This occurs after all Marketo subscriptions in an Adobe Org have completed user migration.

Preparing for User Migration

Here’s how to prepare for the user migration:

  1. Identify Key Personnel: Determine which of your Admin(s) will take the lead on the project and coordinate with other teams, such as IT, to determine the required actions. Understand who is the System Admin(s) in the Adobe Org.
  2. Familiarise Yourself as an Admin: Understand the changes and impacts of migrating to Adobe Identity. Links to documents included in this blog.
  3. Communicate with Your Teams:
    • Announce the migration timeline.
    • Explain how to create an Adobe ID, for new users post-migration.
    • Confirm the migration date.
    • Ensure Adobe ID email links to the organisation instance, highlight the possible use of Adobe app (available on all App Stores)  and ask users  for confirmation when ID is complete, recommend sending reminders 30 days, weekly and on the working day before migration.
    • Remind users to verify their email if they have not, or they will not be migrated.
    • Follow up on the day of migration, check that all users can login via Adobe ID. 
  4. Admin Notifications: Admins will be notified of the proposed migration date via email and can modify the date, if desired, in the Marketo Pre-Migration Console. There is a 30-day notification of migration with a banner appearing in the instance on log on. Countdown email reminders will also be sent from Adobe.

 

User Experience Post-Migration

  • New Sign-In Process: After migration, use the “CONTINUE with ADOBE ID” option to sign in. The URL structure will change from https://engage-ab.marketo.com/ to https://experience.adobe.com.
  • User Roles and Permissions: User entitlement to Marketo will be managed in the Admin Console. Roles and permissions set up remains in Marketo.
  • Settings: Marketo profile settings will now be in the Adobe Profile. Time zone settings will remain local to the Marketo user, while login settings will be at an Adobe Org system level.
  • New Login Page: Be prepared for a new look and feel on the login page, spend time exploring and get familiar.
  • Experience League: This platform is now your new home for learning, documentation, certification, events, Community Nation, resources, and your Adobe Account.
  • Support: Once all user migrations are completed in an Adobe Org, your support portal has also moved to Adobe Experience League.
  • Support Tickets: Access support tickets via the Admin Console or Adobe Experience League. Note that support migration is a separate step after user migrations, so you may need to use both systems for a period, and open cases may not transfer to Experience.

 

Tips and Gotchas

  • Communication is Key: Start communicating with your teams as soon as possible and when you receive the 30-day notification.
  • Adobe ID: The Adobe ID must use the same email address as your Marketo instance login. Email verification is required to be migrated to an Adobe ID, or you will lose access to the Marketo subscription once user migration is complete.
  • Admin Roles: In the new console, you can manage access by assigning product and sandbox permissions, granting developer access, adding users to groups, and editing administrative rights for each individual product.
  • Timing: Migration occurs at midnight based on the subscription's assigned timezone, for example users in APAC may have to login the new way during their working day of migration.
  • Bookmarks and Subscriptions: Be aware that smart list bookmarks and report subscriptions will need to be set up again as URLs have changed.
  • Browser Issues: Marketo may behave differently in different browsers. For Chrome, turn off ad blockers. If the instance fails to load, try a new browser, clear cookies, and cache, or disconnect/reconnect to the VPN.

 

Potential Issues

  • Initial Slowdowns: In the first few days post-migration, Marketo may load slowly, and running smart lists or approving emails might take longer. These issues typically resolve within 3-5 days.
  • Logouts: You might be logged out of Marketo due to inactivity and need to log back in using your Adobe ID. Session Life and Idle Time settings can be set up and modified by a System Admin in your Adobe Org.

 

Summary

The Marketo migration to Adobe IMS is a significant step towards a more integrated and streamlined Adobe experience. While there might be some initial adjustments, the benefits of a unified system, single sign-on, and access to new features will ultimately improve your Marketo experience. By following the steps and tips outlined in this post, you can ensure a smooth and successful transition.

 

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