Migrate from Tofu to Mailchimp

Tofu Accounts (target companies in the ABM model) map to Mailchimp Audiences. We map Account name to Audience name, industry to a tag or custom merge field, and owner to the Mailchimp user who becomes the audience admin. If the customer maintains multiple Tofu Accounts for the same company (different personas or campaigns), we consolidate them into a single Mailchimp audience and use Tags to preserve the segmentation context rather than creating multiple audiences which Mailchimp discourages for list health.

Tofu Personas (ICP profiles defining industry, role, pain points, and messaging tone) map to Mailchimp Tags applied to Members plus custom merge fields for structured persona attributes. We create one tag per persona name (for segmentation) and add merge fields (PERSONA_ROLE, PERSONA_INDUSTRY, PERSONA_TONE) to capture structured persona attributes. Merge fields are limited to 255 characters per Mailchimp spec; longer text values are truncated with a note in the handoff document.

Tofu Campaigns (landing pages, email sequences, ads, and collateral tied to a targeting strategy) map to Mailchimp Campaigns. Campaign name, status, and targeting criteria migrate as Campaign metadata. We do not migrate Campaign performance metrics (opens, clicks, conversions) as historical data because Tofu's engagement analytics use a different attribution model than Mailchimp's; these are documented separately for the customer to rebuild Mailchimp reporting.

Tofu Playbooks encode multi-step outreach sequences with conditional branching based on engagement signals. Mailchimp Customer Journeys are linear step sequences with event-based triggers. We decompose each Tofu Playbook into a written step inventory that lists every step, its trigger condition, delay, channel (email, ad, document), and conditional branch logic. The customer's admin uses this document to rebuild the cadence in Mailchimp Customer Journeys. Any branching conditions that cannot be represented linearly are flagged as notes on the relevant step.

Tofu Content Assets (landing pages, PDFs, ad creative, one-pagers, sales collateral) are binaries hosted on Tofu's CDN. We export asset metadata (name, type, version, linked Campaign and Account associations) and snapshot the CDN URLs at export time. In Mailchimp, we store the primary asset URL in a custom merge field ASSET_URL and upload available assets to Mailchimp Content Studio. Binary assets that cannot be re-downloaded (rotated CDN URLs or changed access policies) are flagged as a handoff item. AI-generated content requires no special handling; only the URL or uploaded file migrates.

Tofu Audiences are filtered subsets of Accounts or Contacts used to trigger Playbook activation. We export audience membership as a list of Account IDs with the filter criteria preserved. In Mailchimp, we create a Tag per Tofu Audience name and apply it to the corresponding Members. Filter criteria are documented as a written segment definition so the customer's admin can recreate the Mailchimp segment if needed.

Tofu custom fields on Accounts and Campaigns map to Mailchimp merge fields. We create a custom merge field in Mailchimp with the equivalent API name (FIELD_NAME format), map the field type (text, number, date, boolean), and import values during the audience migration. Mailchimp merge fields are limited to 255 characters for text types; long-text area fields from Tofu are truncated and flagged in the handoff document.

Tofu Users assigned as Campaign owners and Playbook creators are exported by email and name. Mailchimp does not have a native User/Owner object equivalent to Tofu's assignment model. We import owner names as a merge field OWNER_NAME on the relevant Audience and Campaign records so the customer can attribute ownership without a formal assignment model.