Marketo (Adobe Marketo Engage) to HubSpot Migration

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

All Velocity scripts must be rewritten in HubL. Different syntax, functions, and data access patterns. May require Enterprise for programmable email.

CRM sync reconfiguration is critical. Field mappings, sync rules, and conflict resolution must be carefully planned. Often most risky migration element.

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

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)

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.

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

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

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

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

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.

Marketo's engagement scoring (stars and flames) has no direct equivalent. Rebuild engagement visibility using HubSpot contact scoring and custom calculated properties.