When two companies come together, most of the post-acquisition integration checklist naturally focuses on finance, customer retention or internal restructuring. But behind every successful acquisition is marketing technology that needs to be secured, audited and transitioned with care. These components are critical for safeguarding your brand and ensuring smooth marketing and operations. As a full-service marketing agency supporting clients through growth and change, we’ve seen firsthand how often these digital assets get overlooked in the integration process.
Below is the marketing technology due diligence checklist every organization should review during an acquisition—especially those relying on modern digital marketing tools and online infrastructure.
Marketing Due Diligence Checklist for Your Integration Efforts
Domain & DNS Access
The domain name isn’t just a URL—it’s a core digital asset that a company must fully own and control. During an acquisition, taking authoritative ownership of the domain registrar and DNS configuration is non-negotiable. Without this control, you risk losing access to the website, email, subdomains and other connected systems. Make sure you:
- Secure verified login access—and ownership—of the domain registrar account.
- Document all DNS records before making any changes so nothing breaks in the transition.
- Review renewal dates and confirm billing ownership to prevent accidental expiration (a surprisingly common issue during mergers).
Website Hosting Accounts
Hosting impacts everything from site performance to uptime. Knowing who owns what avoids outages during the company’s marketing strategy and team transition.
- Document where each site and payment methods are hosted.
- Obtain credentials for all hosting platforms.
- Review server configurations, SSL settings and renewal dates.
Website Administration
Your website is often the front door to your brand—so ensuring uninterrupted access is essential, especially for businesses relying on digital marketing services or ongoing content marketing efforts. Website maintenance services or agency support can be extremely helpful as you…
- Secure admin-level access to the CMS (like WordPress, for example).
- Audit user roles and remove old or inactive accounts.
- Confirm hosting connections and plugin licenses.
Marketing Automation Tools
Marketing automation and email platforms are central to customer communication during an acquisition. Keeping these systems stable ensures customers continue receiving consistent, on-brand communication throughout the transition. To avoid disruptions, make sure you:
- Secure admin access to automation platforms and email service providers (e.g., Constant Contact, HubSpot, Mailchimp).
- Review active automations and email sequences so nothing sends at the wrong time.
- Document and verify integrations between email forms, the website, CRM and marketing funnel workflows.
- Confirm billing ownership and licenses as accounts are consolidated.
- Plan for platform sunsetting by exporting all contact lists— including opt‑outs and documented communication preferences— to ensure compliance and continuity before deactivating any accounts.
Social Media Accounts
Social channels represent brand voice and customer engagement. You’ll need access to support the digital strategy and cultural integration moving forward, prevent lockouts and ensure consistent messaging across brands:
- Audit roles in Facebook Business Manager, LinkedIn, Instagram, etc.
- Secure usernames, passwords and admin access.
- Confirm ad accounts are connected to the correct pages.
Advertising Platforms
Paid media ads may continue running through the transition but only if properly set up. To keep these marketing campaigns running smoothly (and avoid ads suddenly going dark), be sure the right users have platform access and that payment information is current.
Appropriate users can include internal staff, an outsourced marketing manager or a trusted paid marketing services provider:
- Secure access to Google Ads, Meta Ads Manager, LinkedIn Ads and others.
- Review billing information and active campaigns.
- Consolidate accounts, when possible, for streamlined reporting.
Analytics & SEO Tools
Analytics and SEO platforms hold years of performance data that are crucial for marketing continuity. Data loss or tracking errors here can skew future performance analysis, so these are key elements for the marketing due diligence process:
- Document tracking codes installed across websites and apps.
- Obtain access to Google Analytics, Search Console and Tag Manager.
- Secure logins for keyword tools, ranking tools and dashboards.
An Effective Integration Includes the Marketing Infrastructure
Technical marketing infrastructure plays a defining role in post-acquisition success. While it may not draw the most attention during the transition, it often determines whether the integration moves forward smoothly or falls into chaos.
Ensuring secure access, documenting every system and maintaining continuity across platforms protects your brand, your customers and the long-term stability of the newly combined organization. Strengthening your digital foundation is one of the smartest things you can do to keep the acquisition on track and set the organization up for success.
This blog is courtesy of MMC Office & Account Manager Liz Dean.