Adobe Experience Manager to

HubSpot Migration

Without Losing Data

Move from Adobe Experience Manager (AEM Sites) to HubSpot CMS with a structured migration that preserves your components, templates, DAM assets, and SEO equity - and replaces an enterprise platform requiring Java developers and Adobe Experience Cloud licensing with one your marketing team can actually operate.

Trusted by 50+ healthcare organizations

Adobe Experience Manager to to HubSpot Migration

Teams that leveled up their development with HubXpert

The Problems

Why Migrate from

Adobe Experience Manager to HubSpot?

These are patterns we see in nearly every AEM deployment once leadership audits total cost of ownership against actual marketing velocity.

AEM Sites, Assets, and Forms as Three Separate Products

Adobe Experience Manager isn't one CMS - it's a federation of AEM Sites, AEM Assets, and AEM Forms, each with its own licensing, learning curve, and integration logic. The unified DXP positioning is real on paper; in practice, teams manage three connected products with separate operational concerns.

Java, OSGi, Sling, and JCR Stack Burden

AEM's technology foundation - Apache Sling, OSGi, Java Content Repository (JCR) on Apache Jackrabbit Oak, AEM Dispatcher caching, Touch UI - requires specialized infrastructure and specialized people. Hiring senior AEM developers is increasingly difficult as the JavaScript and modern CMS ecosystems pull talent elsewhere.

Implementation Cost That Reaches Eight Figures

AEM Sites implementations regularly run 18 to 36 months for large enterprise deployments, with implementation partner fees ranging from $1M to $10M+. Even AEM Cloud Service (Adobe's managed version) reduces infrastructure work but doesn't reduce the implementation and customization burden.

Adobe Experience Cloud Lock-In

AEM's deepest integrations are with Adobe Target (personalization), Adobe Analytics, Adobe Campaign, and Adobe Workfront. Getting full value requires the broader Adobe Experience Cloud stack - and the licensing for that stack compounds quickly. Decoupling from Adobe becomes harder every year.

Edge Delivery Services Doesn't Eliminate the AEM Stack

Adobe's Edge Delivery Services (formerly Helix or Project Franklin) provides modern front-end delivery, but it sits alongside AEM rather than replacing it. Teams adopting Edge Delivery still maintain AEM author instances, AEM Cloud Service licensing, and the underlying Java/OSGi stack - adding to total cost rather than reducing it.

The Real Cost: $1M+ Per Year for a Platform Marketing Doesn't Touch Directly

Adobe Experience Manager Sites licensing typically starts in the high six figures annually for enterprise deployments and regularly clears $1M for large multi-brand or multi-region implementations. Add AEM Assets, AEM Forms, Adobe Target, Adobe Analytics, Adobe Campaign, AEM Cloud Service infrastructure, certified Adobe partner implementation, and dedicated Java/AEM developer salaries. Total annual spend regularly exceeds $5M for large enterprises. HubSpot Enterprise typically delivers comparable marketing capability at a fraction of that cost - with operations marketers can actually own.

Hubspot Users

How Many Businesses Are Moving to HubSpot?

The amount is a lot in the last 12 years. It is very obvious why businesses are moving or migrating.  

HubSpot offers an easy to use high growth & fast deploy CRM platform that build for scale. You’ll find everything you need to run your business.

Request a Quote

The SOLUTION

What We Migrate from Adobe Experience Manager

(Core Data & Assets)

Most migrations move pages and break the DAM. We migrate the full depth of your AEM deployment - content pages, components, templates, DAM assets, multilingual structure, and the SEO equity built over years.

Pages, Posts & Content
- Pages across the AEM content hierarchy with full metadata and properties
- Content fragments and Experience Fragments translated to HubSpot reusable content and Global Modules
- Multilingual content variants migrated to HubSpot multi-language site features
- AEM Assets (DAM) - images, videos, documents - migrated to HubSpot files or kept with DAM integration
- Asset metadata, taxonomy tags, and smart tags preserved
- AEM Forms data and submission history migrated to HubSpot Forms
- Page versioning and publication state preserved during migration
Templates, Themes & Designs
- AEM templates (editable and static) translated to HubSpot CMS templates
- Components and HTL (HTML Template Language) translated to HubSpot custom modules and HubL
- Touch UI dialogs translated to HubSpot module field types
- Responsive grid layouts preserved across HubSpot breakpoints
- Page properties and template structures rebuilt for HubSpot
- Sling models and component logic reviewed - replaced with HubSpot module logic where applicable
- Edge Delivery Services pages (where in use) rebuilt as HubSpot CMS pages or kept as headless
SEO, Forms & Site Structure
- URL structure preserved via AEM mapping rules - 1:1 redirects mapped to HubSpot
- 301 redirects for every existing URL deployed in HubSpot's redirect manager
- AEM SEO metadata migrated (page titles, descriptions, OG, canonical URLs)
- XML sitemap rebuilt and submitted to search engines
- Schema markup recreated (Article, Product, Organization, BreadcrumbList)
- AEM Forms rebuilt as HubSpot Forms with CRM connection
- Adaptive Forms (AEM Forms) translated to HubSpot conditional forms
Integrations & Connected Tools
- Adobe Target replaced with HubSpot smart content and CRM-driven personalization
- Adobe Analytics replaced with HubSpot Analytics plus GA4
- Adobe Campaign replaced with HubSpot Marketing Hub
- Adobe Workfront integrations reviewed for handling strategy
- Salesforce or Microsoft Dynamics CRM sync rebuilt with HubSpot's native integration
- Marketo (Adobe Marketo Engage) data folded into HubSpot Marketing Hub
- Custom OSGi services and Sling integrations rebuilt against HubSpot's API

BENEFITS

Benefits of Migrating

From Adobe Experience Manager to HubSpot

Migrating off AEM is one of the most consequential technology decisions an enterprise CMO can make. The content, asset library, and SEO equity come with you - without the Java/OSGi stack, Adobe Experience Cloud licensing, or implementation tax.

Marketing Owns the Platform Again

HubSpot's drag-and-drop editor, modular templates, and AI-assisted content tools are no-code. Marketers ship pages without queuing through Adobe-certified developers or AEM partners.

Stack Consolidation Across Adobe Experience Cloud

AEM Sites + Assets + Forms + Adobe Target + Adobe Analytics + Adobe Campaign becomes one HubSpot Enterprise portal. The integration tax of stitching Adobe products together disappears.

Native Personalization Without the Adobe Target License

HubSpot's smart content tied to CRM lifecycle stage, persona, country, deal stage, or any custom property. The personalization capability without the separate Adobe Target subscription, separate Adobe Audience Manager, and separate integration project.

Performance Without the Java Stack

CDN, caching, image optimization, and Core Web Vitals managed by HubSpot. The AEM Dispatcher, Sling caching, AEM Author/Publish split, and underlying Java infrastructure disappear from your operations team's responsibility.

Significant Cost Reduction at Enterprise Scale

HubSpot Enterprise typically delivers comparable marketing and CMS capability at a small fraction of AEM's total cost of ownership. The cost savings frequently fund the migration project and ongoing operations within the first year.

A Modern, Active Platform

HubSpot ships product updates every two weeks. AEM's release pace reflects Adobe's enterprise cadence. The gap on AI, modern UX, and product-led growth features compounds over time.

our process

Our Adobe Experience Manager to HubSpot

Migration Process

A clear, step-by-step execution plan with full visibility at every stage. No black boxes, no unexpected issues during migration.

Step 1.

Discovery & Architecture Audit

We audit your AEM deployment across Sites, Assets, Forms, and Adobe Experience Cloud integrations.

Full AEM audit - page hierarchy, components, templates, Experience Fragments
AEM Assets (DAM) and metadata taxonomy inventory
Adobe Experience Cloud inventory (Target, Analytics, Campaign, Workfront)
Edge Delivery Services usage and Java/OSGi customization review

Step 2.

Design Rebuild & Content Modeling

We rebuild your design system natively in HubSpot CMS.

AEM templates recreated as HubSpot CMS templates
Components translated to HubSpot custom modules
Content Fragments and Experience Fragments mapped to HubSpot Global Modules
Content models defined for HubSpot's structure

Step 3.

Content & Asset Migration

We migrate content and DAM assets in batches with SEO and metadata preservation.

Pages migrated with metadata and language versions intact
DAM assets migrated to HubSpot files (or kept in DAM with integration)
301 redirects mapped 1:1 for every existing URL
Forms rebuilt as HubSpot Forms with CRM connection

Step 4.

Go-Live (Cutover)

Your site goes live with zero SEO loss and a clean handoff.

DNS cutover scheduled around major campaign and Adobe license renewal cycles
Redirects deployed and validated across the URL inventory
Sitemap submitted to Google Search Console
AEM kept as read-only archive for 180 days

Step 5.

Training & Support

We train your team on the new HubSpot CMS workflow.

Marketing team training on page editing, modules, and smart content
Developer training on HubL templating and HubSpot CMS development
Reference guides for AEM-to-HubSpot equivalents
Extended post-migration support given the enterprise scale

THE DIFFERENCE

From Adobe Experience Manager Complexity to

HubSpot Clarity

The worst outcome of a migration is ending up with a HubSpot system that still feels like Adobe Experience Manager. We use the migration as an opportunity to simplify, restructure, and improve how your CRM actually works.

	What Was in Adobe Experience Manager	What We Build in HubSpot
Architecture	AEM Sites + AEM Assets + AEM Forms + Adobe Experience Cloud - federation of products	One unified platform with CMS, Marketing, Sales, Service, and Operations Hubs on one data model
Ownership	Adobe-certified developers and AEM partners required for almost every meaningful change	Internal marketing operations team owns templates, content, and smart content with no-code editing
Stack	Apache Sling, OSGi, JCR, Java, AEM Dispatcher, Author/Publish split - specialized infrastructure	Hosted SaaS - no infrastructure to maintain, CDN and caching managed
Personalization	Adobe Target with separate license, separate integration, separate operational team	Native smart content tied to CRM data - configured by marketers, included in license
Cost	Seven-figure annual platform plus seven-figure-plus partner spend for enterprise deployments	HubSpot Enterprise delivers comparable marketing capability at a fraction of total cost of ownership

David Jenyns

Creator of SYSTEMology®

Working with Ratul was a game-changer for us. His expertise and dedication significantly improved our marketing strategies and CRM implementation, leading to noticeable growth in our customer engagement and sales.

Faster time to value with
unified data

60%

Personalized experience have
increased stats.

10,000+

Joe Liffrig

Technology Product Leader at Cornerstone Licensing

HubXpert delivered what we needed. Their team migrated our CRM data from Microsoft Dynamics 365 to HubSpot, ensuring a smooth transition with no disruption. The migration was organized, accurate, and focused on data integrity.

CRM Records Migrated

33,638+

Data Accuracy Maintained

100%

Liselotte Leijten-Deppenbroek

Chief Operating Officer

HubXpert successfully migrated over 200,000+ support tickets from Trengo to HubSpot Service Hub, delivering a seamless transition, improved automation, and a scalable customer support operation.

Support tickets migrated

200,000+

Service pipelines & automations implemented

65+

CHALLENGES

Common Migration Challenges (And How We Solve Them)

Migration issues don't come from the transfer itself. They come from poor planning, bad mapping, and no validation. We fix these before they become problems.

Zero SEO Loss

Every page URL gets a 1:1 301 redirect. Metadata migrates intact. Schema markup is recreated. Sitemap is resubmitted. Years of enterprise SEO equity preserved through the transition.

Components and Templates Translated Cleanly

AEM components, HTL logic, and Touch UI dialogs map to HubSpot custom modules and HubL. Experience Fragments become HubSpot Global Modules. The structured authoring model is preserved.

DAM Assets Handled Strategically

AEM Assets can migrate to HubSpot files (for simpler needs) or stay as an integrated DAM (for advanced metadata, smart tagging, and asset lifecycle workflows). We help you choose based on usage patterns.

Adobe Experience Cloud Consolidated

Adobe Target, Analytics, Campaign, and Marketo are folded into HubSpot's unified platform. Where specialized capability needs to remain (advanced analytics for example), we keep it as a focused integration rather than a full Adobe stack dependency.

Partner Dependency Reduced

Post-migration, most CMS and marketing work shifts back to internal teams. Adobe-certified partner engagement typically winds down from operational support to strategic advisory only.

No Downtime

AEM stays fully operational during preparation. Cutover is a controlled, scheduled event planned around major campaign cycles and Adobe license renewal timing.

FAQ

Questions You Might Have

Can you migrate from AEM 6.5, AEM Cloud Service, and AEM as a Cloud Service?

Yes. All AEM editions are supported - AEM 6.5 on-prem, AEM Managed Services, and AEM Cloud Service. We use AEM's Content API, Sling APIs, and direct repository access depending on the deployment model.

What happens to our Adobe Target personalization?

Every active Adobe Target activity and personalization rule is rebuilt as HubSpot smart content tied to CRM data - lifecycle stage, persona, country, deal stage, or any custom property. The personalization intent is preserved without the separate Adobe Target license or integration.

Can you migrate AEM Assets (our DAM)?

Yes. AEM Assets can migrate to HubSpot files (for simpler workflows) or stay as a dedicated DAM with HubSpot integration (for advanced metadata, smart tagging, and complex asset lifecycle requirements). Asset metadata, taxonomy tags, and smart tags are preserved.

What about our Experience Fragments and Content Fragments?

Experience Fragments are mapped to HubSpot Global Modules - reusable content blocks across pages. Content Fragments become HubSpot reusable content or Custom Objects depending on their structure and use.

Can you migrate AEM Forms (including Adaptive Forms)?

Yes. Standard AEM Forms rebuild as HubSpot Forms. Adaptive Forms with conditional logic translate to HubSpot's conditional form features. Form submission data and the integration with downstream systems is rebuilt.

What happens to Edge Delivery Services pages?

Pages running on Edge Delivery Services (formerly Helix/Franklin) are rebuilt as HubSpot CMS pages, or kept as headless front-ends with HubSpot CMS providing the content API. We help you choose based on your front-end engineering strategy.

Will we lose SEO rankings?

No, if it's done correctly. Every URL gets a 1:1 301 redirect, every metadata field migrates, every schema markup is recreated, and the sitemap is resubmitted. Most enterprise clients see ranking stability within 30 days.

How long does an AEM to HubSpot migration take?

Most AEM migrations run 16 to 22 weeks because of the depth of components, Experience Fragments, DAM assets, and Adobe Experience Cloud integrations. Very large multi-site or multi-brand AEM deployments can take up to 30 weeks.

Is there any downtime?

No. AEM stays fully operational during preparation. Cutover is a controlled, scheduled event planned around your major campaign cycles and Adobe license renewal timing to minimize operational and financial disruption.

Can our Java/AEM developers contribute to HubSpot?

Yes. HubSpot CMS uses HubL templating and supports serverless functions in JavaScript. Java/AEM developers transition the templating skills they already have. Most day-to-day content editing moves to marketing, but development capacity stays valuable for templates, integrations, and custom modules.

BOOK CONSULTATION

Make Your Decision

We make everything else easy

With 5+ years of industry experience, 150+ successful projects, and a 98% client satisfaction rate, we've built deep migration expertise across every major CRM, CMS, marketing, and helpdesk platform. Our team has helped 20+ retainer clients personalize their HubSpot setup post-migration, so you don't just inherit a copy of your old system - you launch on a CRM that actually fits how your business runs.

Takes 30 minutes

Delivered by certified HubSpot expert

Adobe Experience Manager to HubSpot Migration Without Losing Data

Why Migrate from Adobe Experience Manager to HubSpot?

AEM Sites, Assets, and Forms as Three Separate Products

Java, OSGi, Sling, and JCR Stack Burden

Implementation Cost That Reaches Eight Figures

Adobe Experience Cloud Lock-In

Edge Delivery Services Doesn't Eliminate the AEM Stack

The Real Cost: $1M+ Per Year for a Platform Marketing Doesn't Touch Directly

What We Migrate from Adobe Experience Manager (Core Data & Assets)

Pages, Posts & Content

Templates, Themes & Designs

SEO, Forms & Site Structure

Integrations & Connected Tools

Benefits of Migrating From Adobe Experience Manager to HubSpot

Marketing Owns the Platform Again

Stack Consolidation Across Adobe Experience Cloud

Native Personalization Without the Adobe Target License

Performance Without the Java Stack

Significant Cost Reduction at Enterprise Scale

A Modern, Active Platform

Our Adobe Experience Manager to HubSpot Migration Process

Discovery & Architecture Audit

Design Rebuild & Content Modeling

Content & Asset Migration

Go-Live (Cutover)

Training & Support

From Adobe Experience Manager Complexity to HubSpot Clarity

What Was in Adobe Experience Manager

What We Build in HubSpot

Architecture

Ownership

Stack

Personalization

Cost

Our Clients

David Jenyns

Working with Ratul was a game-changer for us. His expertise and dedication significantly improved our marketing strategies and CRM implementation, leading to noticeable growth in our customer engagement and sales.

Joe Liffrig

HubXpert delivered what we needed. Their team migrated our CRM data from Microsoft Dynamics 365 to HubSpot, ensuring a smooth transition with no disruption. The migration was organized, accurate, and focused on data integrity.

Liselotte Leijten-Deppenbroek

HubXpert successfully migrated over 200,000+ support tickets from Trengo to HubSpot Service Hub, delivering a seamless transition, improved automation, and a scalable customer support operation.

Common Migration Challenges (And How We Solve Them)

Zero SEO Loss

Components and Templates Translated Cleanly

DAM Assets Handled Strategically

Adobe Experience Cloud Consolidated

Partner Dependency Reduced

No Downtime

Other Migration to HubSpot We Offer

Act! CRM

ActiveCampaign

Adobe Experience Manager

Agile CRM

Apollo.io

BigCommerce

Bitrix24

Brevo

Campaign Monitor

Close CRM

Constant Contact

Contentful

ConvertKit

Copper CRM

CSV Files

Custom CRM

Drift

Drip

Drupal

Eloqua

FileMaker Pro

Freshdesk

Freshsales

GetResponse

Ghost

GoHighLevel

Google Sheets

Gorgias

Groove by Clari

Help Scout

HubSpot Agency Client Handoff