Agency Migration Guide
Marketo (Adobe Marketo Engage) to HubSpot Migration
What actually transfers, what quietly does not, and what has to be rebuilt by hand.
We mapped Marketo (Adobe Marketo Engage) against HubSpot feature by feature: 44 features, 2 synced objects, 13 documented traps and 58 items that have to be rebuilt. The whole map is on this page, ungated.
The PDF is the same reference, formatted to send to a client.
Get The Guide And The Calculator
The full Marketo (Adobe Marketo Engage) to HubSpot reference as a branded PDF you can send straight to a client, plus the Excel calculator we scope these migrations with: every one of the 44 features as a row, enter your counts, get hours.
Three files: the guide as a PDF, the same guide unbranded in Markdown for your AI tool, and the full Excel effort calculator.
Marketo (Adobe Marketo Engage) to HubSpot is a high migration, typically 6-12 weeks. Of 44 features we mapped, 27 carry across as they are and 17 land with something lost. The work is not moving records: it is the 58 items nothing moves for you.
Migration Scorecard
- Migration complexity
- High
- Typical timeline
- 6-12 weeks
- Recommended method
- Phased migration using CSV export/import and HubSpot Smart Transfer for data, with complete manual rebuild of all marketing assets, automations, and integrations. Do NOT rely on the Marketo Data Sync app for migration (text fields only). Requires Marketing Hub Enterprise and Data Hub Professional for full feature parity.
- Native sync
- Data sync, two way
- Smart transfer
- Supported
- HubSpot subscription
- Free Data Sync available for default text fields. Data Hub Starter ($45/mo) for custom field mappings. Note: The Marketo Data Sync app has severe limitations and is NOT recommended for migration.
Feature parity across 44 capabilities
- Maps directly: 27 (61%)
- Maps partially: 17 (39%)
- No equivalent: 0 (0%)
2
Objects synced natively
13
Limitations and traps
58
Manual rebuild items
4
Source editions covered
Where this comes from: Our own research corpus, verified 2026-07-31, behind every number on this page.
The Two Objects That Sync Natively
What the connector moves for you, and which way each one flows.
Leads/People
Two wayBecomes Contacts
CRITICAL LIMITATION: The HubSpot Marketo Data Sync app only supports text field properties and the Contact record object. No other object types sync. Only text fields can be selected as unique identifiers for record matching. This makes the native Data Sync app unsuitable for migration - it is designed for coexistence only. Dropdown selects, checkboxes, dates, numbers, and all other non-text field types are NOT supported.
Email templates
Into HubSpotBecomes Email templates
Email templates transfer, so they do not all need manual rebuilding. Documented in HubSpot's Smart Transfer data sync object mappings (knowledge.hubspot.com/integrations/supported-apps-for-hubspot-smart-transfer, read 2026-07-31).
Thirteen Things the Sync Does Not Tell You
Each one is documented, and each one has ended a migration in a bad week.
Data Sync App Only Supports Text Field Properties
The HubSpot Marketo Data Sync app only supports text field properties on the Contact object. Dropdown selects, checkboxes, dates, numbers, boolean fields, and all other non-text field types cannot be synced. This is a fundamental limitation that makes the native sync inadequate for migration.
Workaround: Do NOT use the Data Sync app for migration. Use CSV export/import or HubSpot Smart Transfer instead. The Data Sync app is only suitable for lightweight, ongoing coexistence scenarios.
Only Contact Object Supported
The Data Sync app only syncs the Contact (Lead/Person) record object. Companies, Opportunities, Custom Objects, Programs, and all other Marketo objects do not sync through the native integration.
Workaround: Export all non-contact data via Marketo's bulk export API or Smart List exports. Import into HubSpot via CSV import or custom API integration.
No HubSpot Equivalent for Marketo Program Status
Marketo's Change Program Status action has no direct counterpart in HubSpot. The closest HubSpot equivalent is the Campaigns tool, but the program status-based workflow logic cannot be replicated.
Workaround: Redesign program status tracking using HubSpot campaign membership, custom contact properties, and workflow-based status updates.
Change Data Value Actions Not Replicable
Marketo's Change Data Value actions (self-contained IF/THEN branches that check if a property contains a value and update it within the same action) cannot be replicated in HubSpot. HubSpot requires separate if/then branches in workflows.
Workaround: Break each Change Data Value action into separate HubSpot workflow if/then branches with individual property update actions.
Lead Scoring Architecture Fundamentally Different
HubSpot does not support product-level scoring. HubSpot cannot set scores to specific values or reset scores to zero the way Marketo can. Scoring decay, thresholds, and multi-dimensional scoring (behavioral + demographic) work differently.
Workaround: Rebuild scoring from scratch using HubSpot contact scoring and company scoring properties. Treat migration as an opportunity to simplify and refresh scoring models. Use multiple HubSpot score properties if needed for different scoring dimensions.
Revenue Cycle Modeler Has No HubSpot Equivalent
Marketo's Revenue Cycle Modeler (RCM) for visualizing and managing lead lifecycle stages through a visual state machine does not exist in HubSpot. Lifecycle stages in HubSpot are linear and simpler.
Workaround: Map RCM stages to HubSpot lifecycle stages and/or custom lifecycle properties. Use HubSpot workflows to manage stage transitions. Consider custom objects for complex multi-path lifecycle models.
Lead Partitions and Workspaces Not Supported
Marketo's Workspaces and Lead Partitions (used by global enterprises to manage distinct marketing operations across regions or business units) have no direct equivalent in HubSpot.
Workaround: Use HubSpot business units (Enterprise), teams, and partitioning properties to achieve similar data separation. HubSpot business units require Marketing Hub Enterprise and are available as an add-on.
Tokens and Snippets Require Manual Recreation
Marketo tokens (My Tokens at program/folder level for inserting dynamic values) and Snippets (reusable content blocks for emails and landing pages) do not transfer. HubSpot uses different personalization and content reuse mechanisms.
Workaround: Recreate Marketo tokens using HubSpot personalization tokens, custom contact/company properties, and programmable email modules. Recreate Snippets using HubSpot global content modules, email saved sections, or global partials in templates.
Dynamic Content Segmentation Approach Differs
Marketo's dynamic content (content blocks that change based on segmentation) uses a segment-first approach where content variants are tied to defined segments. HubSpot uses smart content based on contact list membership, lifecycle stage, device type, country, or referral source.
Workaround: Recreate dynamic content using HubSpot smart content rules. May need to restructure segmentation to align with HubSpot's smart content criteria options.
Email Engagement History Does Not Transfer Automatically
Marketo email sends, opens, clicks, and bounces do not transfer automatically to HubSpot. Historical engagement data must be manually exported and stored.
Workaround: Export Marketo engagement reports before migration. Store key engagement metrics (last email open date, total opens, total clicks) as custom contact properties in HubSpot for historical reference. Accept that detailed per-email engagement history will be lost.
Custom Objects Require Enterprise Tier
Marketo Custom Objects must be replicated as HubSpot Custom Objects, which require at least one HubSpot Enterprise tier license and may require a developer to create and configure. Schema mapping is non-trivial.
Workaround: Ensure HubSpot Enterprise tier is licensed. Plan custom object schema mapping early. Consider whether some custom objects can be simplified into standard HubSpot objects or contact/company properties.
Sandbox Limitations for Testing
HubSpot Sandboxes do not sync changes back to production. All changes made in sandbox during testing must be manually replicated in the production environment.
Workaround: Thoroughly document all sandbox configurations and changes. Apply changes directly to production using documented specifications. Consider building in the production environment with careful phased activation.
Salesforce Sync Handoff Is Complex
If Marketo is currently synced with Salesforce, disconnecting Marketo and connecting HubSpot to Salesforce requires careful planning. Sync field mappings, lead routing logic, campaign sync, and bidirectional data flow must be reconfigured. Marketo's SFDC sync handles leads, contacts, accounts, opportunities, campaigns, and custom objects with specific directional rules.
Workaround: Disconnect Marketo's Salesforce sync only after HubSpot-Salesforce integration is fully configured and tested. Align lifecycle definitions and ownership rules before enabling sync. Run parallel testing period if timeline allows. Ensure all SFDC campaign member statuses are mapped to HubSpot equivalents.
Two Things a Migration Does Not Rebuild
These are Marketo (Adobe Marketo Engage)'s own code and products. A HubSpot migration does not port them, so they carry no hours in any estimate. They still need a decision, because the client is giving something up.
Email Scripting (Velocity)
All Velocity scripts must be rewritten in HubL. Different syntax, functions, and data access patterns. May require Enterprise for programmable email.
CRM Sync (Salesforce / Microsoft Dynamics)
CRM sync reconfiguration is critical. Field mappings, sync rules, and conflict resolution must be carefully planned. Often most risky migration element.
The 58 Items That Get Rebuilt by Hand
This is the list that separates a quote that holds from one that does not.
Data And Objects
Smart Lists and Dynamic Segments
Marketo Smart Lists are saved filter definitions evaluated continuously.
HubSpot: Active lists
Rebuild the filter criteria. Exporting members produces a static snapshot and silently stops updating.
Static Lists
Fixed membership snapshots.
HubSpot: Static lists
CSV export and import. Membership is the data, so this one genuinely does transfer.
Custom Objects
Marketo custom objects linked to the lead record.
HubSpot: CRM custom objects
Plan-gated to a higher tier. Schema is redesigned rather than copied, then loaded by API or CSV.
Lead Database With Non-text Field Types
Dropdown, checkbox, date, number and boolean fields.
HubSpot: Contact properties with matching field types
Create every property with its type and option set before import. Data Sync will not carry these; CSV import will, but only if option values match exactly.
Program Membership and Status Data
Marketo tracks per-program membership with a status progression.
HubSpot: Campaign membership and custom properties
Marketo program status has no direct analogue. Campaign membership covers association; the status progression becomes properties or is dropped.
Suppression and Unsubscribe Lists
Opt-out and marketing-suppressed records.
HubSpot: Opted-out contacts and non-marketing status
Import before any send is enabled. Verify on a sample before flipping marketing email on.
Hard Bounce Lists
Addresses Marketo has marked undeliverable.
HubSpot: Bounced and non-deliverable contact status
Import as bounced so HubSpot does not re-attempt and damage sending reputation on day one.
Activity Log and Engagement History
Per-activity history behind each lead.
HubSpot: Contact timeline activities
Only summary metrics can be carried across as properties. Detailed per-activity history does not transfer by any route, so export it before decommissioning.
Segmentations
Marketo's segmentation engine assigns each lead exactly one segment per segmentation.
HubSpot: Active lists, one per segment
HubSpot has no mutually-exclusive segmentation construct. Model the exclusivity in the list filters or accept overlap.
Interesting Moments
Marketo surfaces notable lead actions to sales.
HubSpot: Timeline events via workflows or custom code
Custom timeline events reproduce the concept. Historical moments do not transfer.
Custom Field Values With Exact Option Matching
Dropdown and select values that must align across platforms.
HubSpot: Property option sets
A mismatched option value fails the row silently rather than loudly. Reconcile option sets before import, not during.
Automation
Smart Campaigns and Trigger Campaigns
Marketo's core automation: layered triggers, filters and flow steps inside programs.
HubSpot: Workflows
The largest single line in a Marketo migration. Program-based logic with hidden cross-program dependencies must be redesigned, not transcribed. Workflows are plan-gated; take the tier from the feature table.
Engagement Programs and Nurture Streams
Cadenced nurture with streams and transition rules.
HubSpot: Workflows with delays, or sequences
Stream transitions have no direct analogue. Rebuild as branching workflows and expect the cadence model to change shape.
Batch Campaigns
Scheduled one-off sends to a Smart List.
HubSpot: Scheduled workflows or manual email sends
Schedule-based enrolment is a plan-gated Data Hub feature; a manual send needs no such gate.
Operational and Data Management Campaigns
Campaigns that normalise data rather than message anyone.
HubSpot: Data quality workflows and custom code actions
Custom code actions are a plan-gated Data Hub feature. Simple normalisation is achievable with standard workflow actions.
Lead Scoring Models
Marketo scoring with behavioural and demographic dimensions.
HubSpot: Score properties and scoring workflows
HubSpot has no product-level scoring, and score-setting and reset mechanics differ. Rebuild the model; history does not transfer and scores re-accumulate from zero.
Lead Routing and Assignment Rules
Owner assignment on qualification.
HubSpot: Workflow rotation actions
Rotation is plan-gated; take the tier from the feature table. Complex territory logic needs custom code on top.
Lifecycle Stage Transitions
Marketo lifecycle modelled through Revenue Cycle Modeler stages.
HubSpot: Lifecycle stage workflows
The Modeler's multi-path stage model must be simplified to HubSpot's linear lifecycle. That is a business decision, not a mapping exercise, so involve the client.
Program Channel Configuration
Channels define program types and their status progressions.
HubSpot: Campaigns tool
No equivalent construct. Channels become naming and reporting conventions on campaigns.
Period Costs and Program Cost Tracking
Per-period cost attached to a program for ROI reporting.
HubSpot: Campaign budget and spend fields
Campaigns carry budget and spend, so the concept survives, but Marketo's per-period granularity does not.
Wait Steps With Program Status Conditions
Waits that release on a status change rather than a fixed delay.
HubSpot: Workflow delays and branch logic
Delay-until-property-change covers most cases. Status-conditional waits need the status model resolved first.
Webhook-based Actions in Smart Campaigns
Outbound webhooks fired mid-flow.
HubSpot: Workflow webhook actions and custom code actions
Direct analogue exists. Payload shape and authentication both change, so each webhook needs re-testing against its receiver.
Marketo Tokens (My Tokens)
Program-scoped tokens injected into emails and landing pages.
HubSpot: Personalization tokens and custom properties
Program-scoped tokens have no analogue: HubSpot personalization is contact-scoped. Program-level values become properties or hard-coded content.
A/B Test Configurations in Programs
Split tests defined inside a program.
HubSpot: A/B testing in marketing emails
Reconfigure per email. Past results do not transfer.
Reporting
Program Performance Reports
Per-program engagement and conversion reporting.
HubSpot: Campaign analytics
Campaigns are a plan-gated Marketing Hub feature. Historical Marketo figures export to CSV and do not migrate.
Revenue Cycle Analytics Reports
RCA models stage velocity, conversion and balance across the funnel.
HubSpot: No HubSpot equivalent
The nearest approximation is custom lifecycle reporting plus attribution. Set expectations early: this is the reporting capability Marketo customers miss most.
Email Performance Reports
Send, open, click and conversion reporting.
HubSpot: Marketing email analytics
Native coverage. Only the history is lost.
Landing Page Performance Reports
Views, submissions and conversion by page.
HubSpot: Landing page analytics
Native coverage once pages are rebuilt.
Multi-touch Attribution Reports
Attribution across touchpoints to pipeline and revenue.
HubSpot: Attribution reporting
General attribution and revenue attribution sit on different Marketing Hub plans. Take both tiers from the feature table before promising parity.
Custom Revenue Explorer Reports
Ad-hoc analysis over the RCA dataset.
HubSpot: Custom report builder
Plan-gated. The underlying dataset differs either way, so reports are redesigned rather than rebuilt.
Program Cost Versus Revenue ROI Reports
ROI by program using period costs.
HubSpot: Campaign ROI reporting or custom reports
Depends on campaign budget fields being populated during the rebuild. Decide that at build time, not at reporting time.
Lead Lifecycle Reports and Funnel Analytics
Funnel conversion and velocity by stage.
HubSpot: Lifecycle stage reporting
Follows whatever lifecycle model replaced the Revenue Cycle Modeler.
Marketo Insights and Engagement Scoring Reports
Engagement scoring surfaced for sales.
HubSpot: Engagement reports and score properties
Rebuilt from the new scoring model. No historical continuity.
Sales And Marketing Config
Email Templates
Marketo 2.0 editor templates, coded templates and modules.
HubSpot: Marketing email templates and coded templates
Nothing transfers. Rebuild from a visual reference or adapt exported HTML. Marketo tokens must be replaced with personalization tokens throughout.
Landing Page Templates
Guided and free-form Marketo templates.
HubSpot: Drag-and-drop and coded templates
Guided templates in particular have no analogue: their editable-region model is Marketo-specific.
Forms
Marketo forms embedded across web properties.
HubSpot: Forms
Check the progressive-profiling tier in the feature table rather than assuming it. Every embed code must be replaced; inventory them before cutover or submissions keep flowing to Marketo unnoticed.
Snippets
Reusable content blocks shared across assets.
HubSpot: Global modules and saved sections
Direct concept match. Rebuild each snippet once and re-reference it.
Dynamic Content
Content varying by segmentation.
HubSpot: Smart content
Plan-gated. Smart content rules key off lists and properties rather than Marketo segmentations, so the rules are re-derived.
Landing Page URL Structure and Redirects
Public URLs that carry inbound traffic and rank.
HubSpot: Page URLs and 301 redirects
Set up redirects from every old Marketo URL. Skipping this loses traffic and rankings silently, and it is the most common regret after a Marketo cutover.
CNAME and Tracking Domain Configuration
Marketo tracking and landing page domains.
HubSpot: HubSpot tracking code and connected domains
DNS work with propagation delay. Start early; it cannot be compressed on cutover day.
Email Sending Domain Authentication
SPF, DKIM and DMARC pointing at Marketo.
HubSpot: Connected email sending domain
Deliverability depends on this being correct and warmed before volume moves.
Subscription Management Centre
Marketo's hosted preference page.
HubSpot: Subscription preferences page and subscription types
Define subscription types first: opt-out state attaches to them, so the order matters.
Preference Centre Customisation
Template-driven customisation of the preference page.
HubSpot: Subscription preferences page customisation
HubSpot's page is less freely templated. Expect a simpler result than the Marketo original.
Image and File Library
Marketo Design Studio assets.
HubSpot: File Manager
Bulk download then bulk upload. Every asset URL embedded in a template or email must be re-pointed after upload.
Users And Permissions
User Roles and Permissions
Marketo role-based access.
HubSpot: Users, teams and permission sets
Teams and permission sets sit on different plans; take both tiers from the feature table. Marketo's role granularity maps imperfectly, so audit rather than assume.
Workspace-based User Access
Marketo workspaces partition assets and audiences.
HubSpot: Teams and business units
Business units are gated to a higher Marketing Hub plan and partition assets within one portal rather than creating separate environments. A multi-workspace Marketo instance may not fit one HubSpot portal; resolve this during scoping.
API Users and Webhook Credentials
Service accounts held by external systems.
HubSpot: Private app tokens
Enumerate every external system holding a Marketo credential before revoking anything.
Marketo Sales Insight Users
Sales-side visibility into marketing engagement.
HubSpot: Sales Hub with the Salesforce integration panel
Equivalent visibility, different surface. Sales users need retraining on where the signal now appears.
Integrations
Salesforce CRM Sync
The Marketo-to-Salesforce sync, usually the most business-critical integration in the stack.
HubSpot: HubSpot-Salesforce integration
Sequence this carefully: disconnect Marketo-SFDC and establish HubSpot-Salesforce with field mappings, sync rules, campaign sync and lead routing reconfigured. Running both syncs at once creates loops and duplicate records.
Microsoft Dynamics CRM Sync
Dynamics sync where used instead of Salesforce.
HubSpot: HubSpot-Dynamics integration or Data Sync
Same sequencing risk as the Salesforce path.
Marketo Sales Insight for Salesforce
The Marketo panel inside Salesforce.
HubSpot: HubSpot Sales Hub Salesforce integration panel
Replace the panel and retrain the sales team on the new layout.
LaunchPoint Partner Integrations
Marketo's partner integration framework.
HubSpot: HubSpot App Marketplace
Evaluate each LaunchPoint service for a HubSpot listing. Anything without one becomes custom work or a process change.
Webhook Integrations
Outbound webhooks to external services.
HubSpot: Workflow webhook actions
Re-point endpoints and re-test each receiver: payload shape and authentication both change.
Custom API Integrations
Code written against the Marketo REST or SOAP API.
HubSpot: HubSpot APIs
Treat as a rewrite. The object model, authentication and rate limits all differ.
Data Enrichment Integrations
ZoomInfo, Clearbit and similar.
HubSpot: Enrichment apps, or Breeze Intelligence
Reconnect to HubSpot. Breeze Intelligence is credits-based rather than tier-gated, so price it separately.
Webinar Integrations
GoToWebinar, Zoom and ON24 feeding attendance back.
HubSpot: Webinar integrations from the App Marketplace
Reconnect and re-verify that registration and attendance land as expected before the next webinar, not after.
CMS Integrations and Munchkin Tracking
Marketo's Munchkin script across web properties.
HubSpot: HubSpot tracking code
Deploy the HubSpot code before removing Munchkin, so there is no gap in tracking during the overlap.
Ad Network Integrations
Google, Facebook and LinkedIn lead sync.
HubSpot: Ads tool
Needs a paid plan; confirm the tier from the feature table. Reconnect each ad account and re-map lead form fields.
The Sequence
Sync First, Then Migrate
Order is the content here. These are a dependency chain, and running them out of order is a documented way these migrations fail.
- 1
Phase 1 - Discovery & Planning (1-2 Weeks):
Phase 1 - Discovery & Planning (1-2 weeks):
- 2
Comprehensive Audit of Marketo Instance
inventory all programs, Smart Campaigns, engagement programs, Smart Lists, forms, landing pages, email templates, scoring models, custom objects, integrations, and users
- 3
Create Asset Inventory Spreadsheet Documenting Every Element and Its Migration Priority
Create asset inventory spreadsheet documenting every element and its migration priority
- 4
Apply the '40% Rule' - Identify and Retire Automations/assets That No Longer Serve Clear Purposes Rather Than Migrating Them
Apply the '40% rule' - identify and retire automations/assets that no longer serve clear purposes rather than migrating them
- 5
Map Marketo Fields to HubSpot Properties With Exact Value Matching for Dropdown/select Fields
Map Marketo fields to HubSpot properties with exact value matching for dropdown/select fields
- 6
Plan Salesforce Sync Handoff Strategy If Applicable
Plan Salesforce sync handoff strategy if applicable
- 7
Phase 2 - HubSpot Configuration (1-2 Weeks):
Phase 2 - HubSpot Configuration (1-2 weeks):
- 8
Configure HubSpot Portal
branding, tracking code, email sending domains (SPF/DKIM/DMARC), subscription types, user accounts and permissions
- 9
Create All Custom Properties in HubSpot Matching Marketo Field Types and Values
Create all custom properties in HubSpot matching Marketo field types and values
- 10
Create Custom Objects in HubSpot If Needed (requires Enterprise Tier and Potentially Developer Resources)
Create custom objects in HubSpot if needed (requires Enterprise tier and potentially developer resources)
- 11
Set up Deal Pipelines and Lifecycle Stages
Set up deal pipelines and lifecycle stages
- 12
Build Email Templates and Landing Page Templates in HubSpot
Build email templates and landing page templates in HubSpot
- 13
Phase 3 - Data Migration (1-2 Weeks):
Phase 3 - Data Migration (1-2 weeks):
- 14
Clean Marketo Database
remove duplicates, invalid emails, bot entries, and archive cold leads
- 15
Export Contact Data From Marketo via Bulk Export API or Smart List Exports
Export contact data from Marketo via bulk export API or Smart List exports
- 16
Reformat Data Fields to Match HubSpot Import Requirements
Reformat data fields to match HubSpot import requirements
- 17
Import Contacts via HubSpot CSV Import With Careful Field Mapping
Import contacts via HubSpot CSV import with careful field mapping
- 18
Import Suppression Lists (unsubscribed, Bounced, Blacklisted) With Appropriate Non-marketable Status
Import suppression lists (unsubscribed, bounced, blacklisted) with appropriate non-marketable status
- 19
Import Custom Object Data If Applicable
Import custom object data if applicable
- 20
Run Delta Migration to Capture Contacts Created/updated During Migration Window
Run delta migration to capture contacts created/updated during migration window
- 21
Phase 4 - Asset & Automation Rebuild (2-4 Weeks):
Phase 4 - Asset & Automation Rebuild (2-4 weeks):
- 22
Recreate All Active Smart Lists as HubSpot Active Lists
Recreate all active Smart Lists as HubSpot active lists
- 23
Rebuild Marketing Emails Using HubSpot Email Editor
Rebuild marketing emails using HubSpot email editor
- 24
Recreate Landing Pages and Forms in HubSpot
Recreate landing pages and forms in HubSpot
- 25
Rebuild All Critical Workflows (Smart Campaigns, Engagement Programs, Operational Campaigns)
Rebuild all critical workflows (Smart Campaigns, engagement programs, operational campaigns)
- 26
Add Suppression Lists to All Email-sending Workflows to Prevent Duplicate Enrollments
Add suppression lists to all email-sending workflows to prevent duplicate enrollments
- 27
Rebuild Lead Scoring Models in HubSpot
Rebuild lead scoring models in HubSpot
- 28
Recreate Lead Routing and Assignment Workflows
Recreate lead routing and assignment workflows
- 29
Phase 5 - Integration & Testing (1-2 Weeks):
Phase 5 - Integration & Testing (1-2 weeks):
- 30
Configure Salesforce-HubSpot Integration (if Applicable)
field mappings, sync rules, campaign sync
- 31
Disconnect Marketo-Salesforce Sync and Activate HubSpot-Salesforce Sync
Disconnect Marketo-Salesforce sync and activate HubSpot-Salesforce sync
- 32
Reconnect All Third-party Integrations to HubSpot
Reconnect all third-party integrations to HubSpot
- 33
Configure DNS Redirects for Marketo Landing Page URLs to HubSpot
Configure DNS redirects for Marketo landing page URLs to HubSpot
- 34
Replace Marketo Munchkin Tracking Code With HubSpot Tracking Code on All Web Properties
Replace Marketo Munchkin tracking code with HubSpot tracking code on all web properties
- 35
Comprehensive Testing
forms, workflows, scoring, lifecycle transitions, email rendering, integrations
- 36
Phase 6 - Go-Live & Monitoring (1-2 Weeks):
Phase 6 - Go-Live & Monitoring (1-2 weeks):
- 37
Warm up HubSpot Sending Domain
start with 1-2% of list (most engaged contacts), increase 10-20% per week
- 38
Deactivate All Marketo Programs and Campaigns
Deactivate all Marketo programs and campaigns
- 39
Activate All HubSpot Workflows and Automations
Activate all HubSpot workflows and automations
- 40
Monitor Email Deliverability, Bounce Rates, Engagement Metrics Daily for First 30 Days
Monitor email deliverability, bounce rates, engagement metrics daily for first 30 days
- 41
Run Post-migration Data Integrity Audit
Run post-migration data integrity audit
- 42
Provide Role-based Team Training on HubSpot
Provide role-based team training on HubSpot
- 43
30-60 Day Post-migration Review and Optimization
30-60 day post-migration review and optimization
Typically 6-12 weeks end to end, depending on how much of the source configuration is actually in use.
Effort Estimator
How Big Is This Migration?
A handful of questions, no email required. The ranges come from the research above: every feature we mapped carries an effort figure, and this adds up the ones that apply to you.
Estimated Effort
Answer a couple of questions and an hours range appears here.
Built from our research on 44 Marketo (Adobe Marketo Engage) features. It is a range, not a quote.
A planning range, not a quote. It is delivery effort only, with no project management line and no agency markup, so add your own. What moves it most in practice is data quality.
What Goes Wrong Most Often
The failures that show up again and again, in roughly the order they bite.
The Marketo Data Sync App Only Supports Text Fields - Do NOT Use It for Migration. Use CSV Export/import Instead
The Marketo Data Sync app only supports text fields - do NOT use it for migration. Use CSV export/import instead.
Marketo Program-based Logic (layered Triggers, Hidden Dependencies, Nested Workflows) Does Not Translate 1:1 to HubSpot - Redesign Rather Than Copy
Marketo program-based logic (layered triggers, hidden dependencies, nested workflows) does not translate 1:1 to HubSpot - redesign rather than copy
Option/select Field Values Must Match EXACTLY Between Marketo and HubSpot to Ensure Accurate Data Transfer
Option/select field values must match EXACTLY between Marketo and HubSpot to ensure accurate data transfer
Database Bloat Increases HubSpot Contact-based Pricing Costs Significantly. Clean Aggressively Before Migration (remove Unengaged Contacts, Invalid Emails, Bot Entries)
Database bloat increases HubSpot contact-based pricing costs significantly. Clean aggressively before migration (remove unengaged contacts, invalid emails, bot entries)
Marketo's Salesforce Sync Handles Bidirectional Sync for Leads/contacts/campaigns but One-way for Accounts/opportunities/custom Objects - Understand the Current Sync Architecture Before Disconnecting
Marketo's Salesforce sync handles bidirectional sync for leads/contacts/campaigns but one-way for accounts/opportunities/custom objects - understand the current sync architecture before disconnecting
Disconnecting Marketo-SFDC Sync and Connecting HubSpot-SFDC Sync Should Happen as Close Together as Possible to Minimize Data Gap. Plan for a Brief Parallel Period If Possible
Disconnecting Marketo-SFDC sync and connecting HubSpot-SFDC sync should happen as close together as possible to minimize data gap. Plan for a brief parallel period if possible.
Marketo Tokens (My Tokens) Embedded in Emails and Landing Pages Will All Need to Be Replaced With HubSpot Personalization Tokens - This Is Tedious for Large Asset Libraries
Marketo tokens (My Tokens) embedded in emails and landing pages will all need to be replaced with HubSpot personalization tokens - this is tedious for large asset libraries
HubSpot Sandboxes Don't Sync to Production - All Tested Configurations Must Be Manually Replicated
HubSpot Sandboxes don't sync to production - all tested configurations must be manually replicated
Custom Objects Require HubSpot Enterprise Tier and Developer Resources to Set Up. Budget Time and Expertise for Schema Design
Custom Objects require HubSpot Enterprise tier and developer resources to set up. Budget time and expertise for schema design.
Revenue Cycle Modeler Stages Must Be Simplified to Fit HubSpot's More Linear Lifecycle Model
Revenue Cycle Modeler stages must be simplified to fit HubSpot's more linear lifecycle model
Marketo's Workspace/partition Model for Multi-region or multi-BU Operations Requires HubSpot Business Units Add-on (Enterprise Only) or Creative Use of Teams and Properties
Marketo's workspace/partition model for multi-region or multi-BU operations requires HubSpot business units add-on (Enterprise only) or creative use of teams and properties
Landing Page URL Redirects From Marketo Domains to HubSpot Must Be Set up to Preserve SEO Value and Prevent Broken Links
Landing page URL redirects from Marketo domains to HubSpot must be set up to preserve SEO value and prevent broken links
If Marketo License Is Expiring, Ensure Enough Time (60+ Days) Before Expiration to Complete Migration. Most Migrations Are Underestimated
If Marketo license is expiring, ensure enough time (60+ days) before expiration to complete migration. Most migrations are underestimated.
Form Progressive Profiling in Marketo Requires Marketing Hub Professional+ in HubSpot
Form progressive profiling in Marketo requires Marketing Hub Professional+ in HubSpot
Email Deliverability Will Suffer Initially If Sending Domain Is Changed. Warm-up Period of 4-8 Weeks Is Essential. Start With Most Engaged Contacts
Email deliverability will suffer initially if sending domain is changed. Warm-up period of 4-8 weeks is essential. Start with most engaged contacts.
Historical Engagement Data Will Be Lost in Timeline Detail. Export Marketo Activity Logs If Any Historical Data Preservation Is Required
Historical engagement data will be lost in timeline detail. Export Marketo activity logs if any historical data preservation is required.
Marketo's Engagement Scoring (stars and Flames) Has No Direct Equivalent. Rebuild Engagement Visibility Using HubSpot Contact Scoring and Custom Calculated Properties
Marketo's engagement scoring (stars and flames) has no direct equivalent. Rebuild engagement visibility using HubSpot contact scoring and custom calculated properties.
Questions
Marketo (Adobe Marketo Engage) To HubSpot, Answered
Yes. Data sync, two way, covering 2 objects. Smart transfer is supported. What it does not do is rebuild configuration: that is the 58 items below.
Typically 6-12 weeks. Complexity is driven by automation and reporting depth, not by record count: the connector moves records, so a large database is not by itself a long project.
Of 44 features we mapped, 27 (61%) carry across directly and 17 (39%) map partially, meaning something is lost or reshaped. 0 have no HubSpot equivalent at any tier.
58 items have to be rebuilt by hand, and 13 documented limitations are not surfaced by the connector at all. The full list of both is on this page.
Free Data Sync available for default text fields. Data Hub Starter ($45/mo) for custom field mappings. Note: The Marketo Data Sync app has severe limitations and is NOT recommended for migration.
No. 2 items on this page are Marketo (Adobe Marketo Engage)'s own code and products, which a HubSpot migration does not port and which carry no hours in an estimate. They still need a decision, because the client is giving something up.
Only in one direction. The sync is not bidirectional here, so a parallel period means picking a system of record and accepting drift in the other.
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