Marketo to

HubSpot Migration

Without Losing Data

Move from Marketo (Adobe Marketo Engage) to HubSpot with a structured migration that preserves your Programs, Smart Lists, and engagement history - and finally frees your team from depending on Marketo Champions for every meaningful change.

Trusted by 50+ healthcare organizations

Teams that leveled up their development with HubXpert

The Problems

Why Migrate from

Marketo to HubSpot?

These are patterns we see in nearly every Marketo Engage instance once a marketing team starts auditing total cost of ownership.

Marketo Champion-Dependent for Every Change

Real Marketo expertise is rare and expensive. Programs, Smart Campaigns, Smart Lists, Tokens, Velocity scripts, RCM models - almost every meaningful change requires a Marketo Champion or an agency partner. Marketing operations bottlenecks become organizational bottlenecks.

UI and UX Pace Has Slowed Under Adobe

Since the Adobe acquisition, Marketo's product investment has been measured. The Marketo Engage interface still reflects its 2012 architecture - dense, modal-heavy, and slower than modern marketing platforms. Marketers trained on HubSpot or Klaviyo find it heavy from day one.

Smart Lists and Smart Campaigns Multiply Without Documentation

Years of accumulated Smart Lists, Smart Campaigns, and Programs create a maintenance nightmare. Half are stale, half reference fields nobody remembers, and untangling them is a full-time job no one has.

Forms 2.0 and Landing Pages Feel Stuck in Time

Forms 2.0, Design Studio landing pages, and Tokens work - but the editing experience and design flexibility lag behind modern CMS-integrated marketing platforms. Most teams end up rebuilding key landing pages in their CMS and just using Marketo for the form embed.

Pricing That Reflects the Adobe Stack

Marketo Engage list price has climbed with the Adobe acquisition. Sales Connect, Bizible attribution, and other Marketo Engage add-ons each carry their own line item. Total cost of ownership often exceeds HubSpot Enterprise - for less unified functionality.

The Real Cost: A Platform Only the Marketo Champion Can Operate

Marketo Engage licensing is significant. The Marketo Champion or agency support to run it is significant. The Bizible attribution add-on, Sales Connect, and Marketo Sky upgrade projects each carry their own cost. Most teams running Marketo find that consolidating to HubSpot reduces total marketing tech spend by 25-45% while putting more of the platform within marketing's direct reach.

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.

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The SOLUTION

What We Migrate from Marketo

(Core Data & Assets)

Most migrations move contacts and break Programs. We migrate the full depth of your Marketo Engage instance - Programs, Smart Lists, Engagement Studio, Forms 2.0, Tokens, and the lead lifecycle that explains every contact's status.

Contacts, Subscribers & Segments
- Leads and People with full activity history
- Companies and lead-to-company associations
- Custom Objects and the relationships between them
- Activities - email sends, opens, clicks, form fills, page visits, web sessions
- Marketo Sales Insight (MSI) data where in scope
- Lead Lifecycle status, MQL/SQL transitions, and stage history
- Engagement Scores and behavior scoring history
Campaigns, Journeys & Automation
- Programs (Email, Engagement, Default, Event) rebuilt as HubSpot Workflows and Campaigns
- Engagement Studio streams translated to HubSpot Workflow nurture sequences
- Smart Campaigns rebuilt as HubSpot Workflows
- Smart Lists translated to HubSpot Active and Static Lists
- Email Templates with Tokens rebuilt using HubSpot personalization tokens
- Velocity script logic reviewed - replaced with HubSpot personalization or custom logic where needed
- Triggered automations rebuilt with HubSpot Workflow triggers
Templates, Forms & Landing Pages
- Custom fields and field types mapped to HubSpot properties
- Lead Scoring models rebuilt in HubSpot's scoring engine
- Revenue Cycle Model (RCM) lifecycle stages translated to HubSpot Lifecycle Stages
- Forms 2.0 rebuilt as HubSpot Forms
- Design Studio landing pages rebuilt in HubSpot CMS
- Snippets and reusable content blocks translated to HubSpot Snippets
- Channels, Tags, and Folders restructured into HubSpot's campaign organization
Integrations & Connected Tools
- Salesforce sync replaced with HubSpot's native Salesforce integration
- Bizible attribution replaced with HubSpot's Marketing Hub attribution
- Marketo Sales Connect (MSC) replaced with HubSpot Sales Hub sequences
- Adobe Analytics, Google Analytics 4 reconnected
- Webinar platforms - ON24, Zoom, GoToWebinar reconnected to HubSpot
- Drift, Qualified, Intercom reconnected as HubSpot live chat or kept independently
- Munchkin tracking replaced with HubSpot's tracking code

BENEFITS

Benefits of Migrating

From Marketo to HubSpot

Moving off Marketo is one of the most consequential marketing technology decisions a B2B team can make. The depth and history come with you - without the Champion dependency.

Marketing Owns the Platform Again

HubSpot's workflow builder, properties, lists, and forms are no-code and visual. Marketing operations can ship changes without queuing through a Marketo Champion or agency partner.

One Platform, Not a Stack

Marketo plus Bizible plus Sales Connect plus a CMS plus a service tool becomes one HubSpot portal with Marketing Hub, Sales Hub, Service Hub, CMS Hub, and Operations Hub on the same data model.

Modern UX and AI

AI-assisted copywriting, predictive scoring, conversation intelligence, content remix tools - built into the platform, not a separate Adobe Sensei subscription.

Native Attribution Without Bizible

Multi-touch attribution, deal-source analysis, and campaign ROI reporting included in Marketing Hub Pro and Enterprise - without the separate Bizible license.

Real CMS Integration

HubSpot CMS Hub means your landing pages, forms, blog, and core website live in the same platform as your marketing automation. The Marketo-plus-WordPress duality disappears.

Predictable, Lower TCO

Most Marketo migrations reduce total marketing tech spend significantly - licensing, attribution, sales engagement, and CMS consolidate under one contract.

our process

Our Marketo 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 & Marketo Instance Audit

We audit your full Marketo Engage instance - Programs, Smart Lists, Forms, Tokens, integrations, and lifecycle.

Full instance audit with active-vs-stale flagging
Program and Smart Campaign inventory
Token, Snippet, and Velocity script catalog
Salesforce sync, Bizible, and integration mapping

Step 2.

System Build & Data Preparation

We configure HubSpot and prepare your Marketo data in parallel.

HubSpot portal set up - properties, lifecycle stages, hubs
Marketo data exported via REST and Bulk Extract APIs
Lead Lifecycle (RCM) mapped to HubSpot Lifecycle Stages
Test migration on a sample

Step 3.

Migration with Validation

We transfer data in batches with QA after every step.

Leads, Companies, and Custom Objects migrated in dependency order
Programs rebuilt as HubSpot Workflows and Campaigns in staging
Engagement Studio streams rebuilt as HubSpot nurture sequences
Your team validates each batch

Step 4.

Go-Live (Cutover)

Your team goes live with complete data continuity.

Final delta sync from Marketo
Marketo kept as read-only backup
Munchkin tracking replaced with HubSpot tracking
Sender domains warmed and migrated

Step 5.

Training & Support

We train your team and stay close after launch.

Role-based training for marketing ops, demand gen, content, and sales
Walkthroughs on your real HubSpot setup
Reference guides for Marketo-to-HubSpot equivalents - Programs to Workflows, Tokens to Personalization, Smart Lists to Lists
Post-migration support window

THE DIFFERENCE

From Marketo Complexity to

HubSpot Clarity

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

	What Was in Marketo	What We Build in HubSpot
Operator Model	Marketo Champion-dependent for Programs, Smart Lists, Tokens, and Velocity scripts	No-code workflow builder owned by marketing operations without external dependency
Automation	Smart Campaigns and Engagement Studio with accumulated Program sprawl	HubSpot Workflows with clear logic, branches, and easy ops-team editing
Attribution	Bizible as a separate Adobe-owned attribution layer	Native multi-touch attribution included in Marketing Hub Pro and Enterprise
Sales Engagement	Marketo Sales Connect (MSC) as a separate per-seat license	HubSpot Sales Hub sequences included in the same platform
CMS Integration	Design Studio landing pages disconnected from your main CMS	HubSpot CMS Hub with landing pages, blog, and core website on the same platform

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 Data Loss

Full Marketo export via REST and Bulk Extract APIs. Every lead, activity, Custom Object record, and engagement event reconciled before sign-off.

Programs Rebuilt for Maintainability

Every active Program is rebuilt as a HubSpot Workflow with the same outcomes - but as a model marketing operations can edit without external dependency. Stale Programs are flagged and retired during migration.

Engagement Studio Translated Cleanly

Multi-stream Engagement Programs become HubSpot Workflow-based nurture sequences with the same lift logic, content selection, and stream transitions - without Marketo's scoring overhead.

Bizible Attribution Replaced With Native HubSpot Attribution

Bizible's multi-touch attribution is replaced with HubSpot's native attribution reporting, removing the separate Adobe license and consolidating campaign ROI analysis.

Salesforce Sync Replaced Seamlessly

Marketo's Salesforce sync is replaced with HubSpot's native Salesforce integration - usually with cleaner field mapping and fewer sync conflicts.

No Downtime

Marketo stays live during preparation. Cutover is a controlled, scheduled event with sender domain warmup and Munchkin-to-HubSpot tracking handled correctly.

FAQ

Questions You Might Have

Can you migrate our Marketo Programs?

Yes. Every active Program - Email, Engagement, Default, and Event - is rebuilt in HubSpot. Email Programs become HubSpot email campaigns; Engagement Programs become Workflow-driven nurture sequences; Default Programs become Workflows; Event Programs become HubSpot Campaigns with the appropriate workflow structure.

What happens to our Smart Lists?

Smart Lists translate to HubSpot Active and Static Lists. Smart List logic - including the most complex Triggers and Filters - maps to HubSpot's list criteria. We consolidate stale Smart Lists during the migration.

Can you migrate our Tokens?

Yes. Marketo Tokens - program-level, my-tokens, system tokens - map to HubSpot personalization tokens. Velocity script-based Tokens are reviewed and replaced with HubSpot personalization, custom-coded modules, or webhooks where the logic genuinely requires it.

What about Bizible?

Bizible's multi-touch attribution is replaced with HubSpot's native attribution reporting, which is included in Marketing Hub Professional and Enterprise. Bizible touch data migrates to inform HubSpot's reporting, and the Bizible license can typically be retired.

Can you migrate Marketo Sales Connect (MSC)?

MSC is replaced with HubSpot Sales Hub Sequences, which deliver the same per-rep email cadences, templates, and analytics. Activity history migrates. The per-seat MSC license can typically be retired.

Will our Salesforce sync continue to work?

We replace Marketo's Salesforce sync with HubSpot's native Salesforce integration. The data flow becomes cleaner - fewer sync conflicts, deeper field mapping, and one fewer middleware layer to monitor.

Can you migrate Custom Objects?

Yes. Marketo Custom Objects map to HubSpot Custom Objects with relationships, fields, and lookup associations preserved.

How long does a Marketo to HubSpot migration take?

Most Marketo migrations run 10 to 14 weeks given the depth of Programs, Smart Lists, and integrations. Larger instances with Bizible, MSC, and extensive Custom Object usage can take up to 16 weeks.

Will lead scoring continue to work?

Yes. Behavior and demographic scoring models are rebuilt in HubSpot's scoring engine. Historical score values migrate. Most teams find HubSpot's scoring produces cleaner results because of richer behavioral signals from the unified platform.

Is there any downtime?

No. Marketo stays live during preparation. Cutover is scheduled outside business hours with a final delta sync, sender domain warmup, and Munchkin-to-HubSpot tracking switchover all handled correctly.

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

Marketo to HubSpot Migration Without Losing Data

Why Migrate from Marketo to HubSpot?

Marketo Champion-Dependent for Every Change

UI and UX Pace Has Slowed Under Adobe

Smart Lists and Smart Campaigns Multiply Without Documentation

Forms 2.0 and Landing Pages Feel Stuck in Time

Pricing That Reflects the Adobe Stack

The Real Cost: A Platform Only the Marketo Champion Can Operate

What We Migrate from Marketo (Core Data & Assets)

Contacts, Subscribers & Segments

Campaigns, Journeys & Automation

Templates, Forms & Landing Pages

Integrations & Connected Tools

Benefits of Migrating From Marketo to HubSpot

Marketing Owns the Platform Again

One Platform, Not a Stack

Modern UX and AI

Native Attribution Without Bizible

Real CMS Integration

Predictable, Lower TCO

Our Marketo to HubSpot Migration Process

Discovery & Marketo Instance Audit

System Build & Data Preparation

Migration with Validation

Go-Live (Cutover)

Training & Support

From Marketo Complexity to HubSpot Clarity

What Was in Marketo

What We Build in HubSpot

Operator Model

Automation

Attribution

Sales Engagement

CMS Integration

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 Data Loss

Programs Rebuilt for Maintainability

Engagement Studio Translated Cleanly

Bizible Attribution Replaced With Native HubSpot Attribution

Salesforce Sync Replaced Seamlessly

No Downtime

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Bitrix24

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Close CRM

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Contentful

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CSV Files

Custom CRM

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Drip

Drupal

Eloqua

FileMaker Pro

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Ghost

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Google Sheets

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