Marketo (Adobe Marketo Engage) to HubSpot Migration

This is Marketo's core automation, the layered triggers, filters and flow steps that live inside every program you have built, and it carries the largest share of the rebuild effort of anything in your instance.

HubSpot: Workflows

Budget for this as the largest single line in the whole migration. Your program-based logic carries hidden cross-program dependencies that a straight transcription will not catch, so plan to redesign it rather than copy it, and check the feature table for the workflow tier you actually need before scoping the rebuild.

Your engagement programs, the cadenced nurture running on streams and transition rules, sit in the same category: nothing about the stream structure carries across as built.

HubSpot: Workflows with delays, or sequences

Stream transitions have nothing to map onto directly, so rebuild the nurture as branching workflows and expect the cadence itself to change shape in the process, not just the tool running it.

Batch Campaigns, the scheduled one-off sends you fire at a Smart List, need their own line in the rebuild too.

HubSpot: Scheduled workflows or manual email sends

Scheduling the enrolment itself is a Data Hub feature gated to a specific plan; sending manually needs no such gate, so confirm which route your tier actually supports before you promise a like-for-like batch send.

Not every Marketo campaign talks to a person: some exist purely to normalise data, and those need rebuilding too even though nobody ever receives them.

HubSpot: Data quality workflows and custom code actions

Custom code actions sit behind a Data Hub plan gate, so check the tier before assuming you have them; where the normalisation is simple, standard workflow actions cover it without needing that upgrade at all.

Your lead scoring models, built across behavioural and demographic dimensions, are on the rebuild list as well, and this is one of the heavier ones.

HubSpot: Score properties and scoring workflows

HubSpot has no product-level scoring, and the mechanics for setting or resetting a score work differently from what you are used to. Rebuild the model rather than reproduce it: history does not carry across, and every score starts accumulating again from zero.

Lead routing, the rule that assigns an owner the moment a record qualifies, has to be rebuilt inside HubSpot rather than carried over.

HubSpot: Workflow rotation actions

Rotation itself is gated to a specific plan, so pull the tier you need from the feature table before promising it. Anything resembling territory logic, and a group running several operating entities across markets usually has some, needs custom code layered on top of the standard rotation action.

Lifecycle stage transitions, run today through Revenue Cycle Modeler, are due for a rebuild of their own.

HubSpot: Lifecycle stage workflows

The Modeler's multi-path stage model has to be simplified down to HubSpot's linear lifecycle, and that simplification is a business decision rather than a technical mapping exercise. Bring in whoever in your organisation owns the lifecycle definition before the stages are finalised, not after.

Program channel configuration, the setup that defines each program type and its status progression, has no equivalent construct waiting on the other side.

HubSpot: Campaigns tool

There is genuinely nothing to map channels onto: they become naming and reporting conventions layered onto campaigns instead, which is a workaround rather than a replacement.

Period costs, the per-period spend you attach to a program for ROI reporting, need to be rebuilt on a different structure.

HubSpot: Campaign budget and spend fields

Campaigns do carry budget and spend fields, so the underlying concept survives the move; what does not survive is Marketo's per-period granularity, so expect a coarser view of program cost than you have today.

Wait steps tied to a status change rather than a fixed delay are another piece that needs rebuilding rather than importing.

HubSpot: Workflow delays and branch logic

A delay-until-property-change action covers most of these cases directly. Where the wait is genuinely conditional on status, resolve the status model first: the wait step cannot be built correctly until you know what status means on the other side.

Webhooks fired mid-flow from inside a Smart Campaign carry across conceptually, though not automatically.

HubSpot: Workflow webhook actions and custom code actions

A direct analogue does exist in HubSpot's workflow webhook actions, but the payload shape and the authentication both change on the way, so re-test every webhook against its receiver rather than assuming the old configuration still works.

Program-scoped tokens injected into your emails and landing pages need their own line in the rebuild, separate from the personalization work already covered above.

HubSpot: Personalization tokens and custom properties

There is no analogue for a token scoped to a program, because HubSpot personalization is scoped to the contact instead. Whatever value a program-level token used to hold becomes either a property or content hard-coded into the asset.

Split tests defined inside a program need reconfiguring individually once you are on HubSpot.

HubSpot: A/B testing in marketing emails

Set each test up again per email rather than expecting the program-level configuration to travel, and treat the results you already have as historical: none of them carry forward into the new test.

Program performance reporting, everything you currently read on per-program engagement and conversion, has to be rebuilt on a different underlying structure.

HubSpot: Campaign analytics

The Campaigns tool that replaces it is gated to a specific Marketing Hub plan, so confirm the tier before scoping the rebuild. Historical Marketo figures export to CSV for the record, but they do not migrate into HubSpot's own reporting: keep the export as an archive rather than expecting it to feed a live dashboard.

Revenue Cycle Analytics, which models stage velocity, conversion and balance across your entire funnel, is the reporting capability with no HubSpot equivalent at all.

HubSpot: No HubSpot equivalent

The nearest you will get is custom lifecycle reporting layered with attribution, and it is not a substitute. Set that expectation early with whoever relies on RCA today, because this is consistently the reporting capability organisations moving off Marketo miss the most.

Send, open, click and conversion reporting is one of the few areas where HubSpot needs no workaround at all.

HubSpot: Marketing email analytics

Native coverage handles this without a rebuild; the only thing you lose is the history behind it, so export what you want to keep before the Marketo account closes.

Landing page performance, views, submissions and conversion by page, reports natively once the pages themselves have been rebuilt.

HubSpot: Landing page analytics

Coverage is native, so the reporting itself is not the gap: it starts working the moment the landing pages are rebuilt, and not a day before.

Multi-touch attribution, tracing every touchpoint through to pipeline and revenue, splits across two separate tiers on the HubSpot side rather than sitting in one place.

HubSpot: Attribution reporting

General attribution and revenue attribution live on different Marketing Hub plans, so check both tiers against the feature table before you promise anyone reporting parity with what Marketo gave you natively.

Custom Revenue Explorer reports, the ad-hoc analysis you run over the RCA dataset, come with the same gap as RCA itself, only compounded.

HubSpot: Custom report builder

The custom report builder that replaces it is plan-gated, and even once you have access, the underlying dataset is different enough that these reports get redesigned from the question up rather than rebuilt from the old query.

ROI reporting by program, calculated against period costs, depends entirely on whether the budget fields feeding it were populated correctly during the rebuild.

HubSpot: Campaign ROI reporting or custom reports

Whether this reporting works at all depends on the campaign budget and spend fields being populated as each campaign is rebuilt, so decide the discipline at build time rather than trying to fix it retroactively once someone asks for the ROI number.

Funnel conversion and velocity by stage follows directly from whatever lifecycle model you settle on to replace Revenue Cycle Modeler, so it cannot be finalised ahead of that decision.

HubSpot: Lifecycle stage reporting

This reporting takes its shape from whichever lifecycle model replaces Revenue Cycle Modeler, so it is one of the last things to build, not one of the first.

Engagement scoring surfaced for your sales team gets rebuilt from whatever new scoring model you land on, with no continuity from the old figures.

HubSpot: Engagement reports and score properties

Once the new scoring model is in place, the reporting is rebuilt against it directly, and there is no historical continuity to carry across: the numbers your sales team sees on day one of HubSpot start from a different baseline than the ones they were reading in Marketo.

Every email template, whether built in the Marketo 2.0 editor, hand-coded or assembled from modules, needs rebuilding rather than importing.

HubSpot: Marketing email templates and coded templates

Nothing transfers automatically, so plan to rebuild each one from a visual reference or adapt the exported HTML by hand, and replace every Marketo token throughout with a HubSpot personalization token as you go. Where a template exists in an Arabic and an English version, rebuild both as their own templates rather than trying to make one do double duty: the layout direction alone rules that out.

Landing page templates, whether built as guided or free-form in Marketo, are another full rebuild rather than a migration.

HubSpot: Drag-and-drop and coded templates

Guided templates in particular have nothing to map onto: the editable-region model behind them is specific to Marketo and does not exist as a concept in HubSpot's editor.

Every form embedded across your web properties needs rebuilding in HubSpot and every embed code needs replacing, one for one.

HubSpot: Forms

Check the feature table for the progressive-profiling tier rather than assuming it is included. Inventory every embed code before cutover: miss one and submissions keep flowing quietly into a Marketo instance nobody is watching anymore.

Snippets, the reusable content blocks shared across your assets, map onto a HubSpot equivalent cleanly for once.

HubSpot: Global modules and saved sections

The concept matches directly, so rebuild each snippet a single time as a global module or saved section, then re-reference it everywhere the original was used rather than recreating the content over and over.

Content that varies by segmentation needs re-deriving under smart content rather than reused as configured.

HubSpot: Smart content

Smart content is gated to a specific plan, and it keys off lists and properties rather than Marketo segmentations, so every rule gets re-derived from scratch against that different logic rather than copied across.

The public URLs carrying inbound traffic and search ranking today are one of the pieces most worth protecting deliberately rather than leaving to chance.

HubSpot: Page URLs and 301 redirects

Set up a redirect from every old Marketo URL to its HubSpot replacement. Skip this and the traffic and rankings behind those pages disappear without warning, and it is consistently the regret people voice most after a Marketo cutover.

CNAME and tracking domain configuration, currently pointed at Marketo, needs re-pointing to HubSpot, and this is DNS work rather than a form to fill in.

HubSpot: HubSpot tracking code and connected domains

DNS changes carry a propagation delay that no amount of urgency on cutover day will shorten, so start this well ahead of the date rather than treating it as a same-day task.

Email sending domain authentication, your SPF, DKIM and DMARC records, currently point at Marketo and need re-pointing before HubSpot sends a single email at volume.

HubSpot: Connected email sending domain

Deliverability from day one depends on getting this exactly right and warming the new domain before volume actually moves across, not after the first large send goes out.

The subscription management centre, Marketo's hosted preference page, needs rebuilding on HubSpot's own subscription types and preferences page.

HubSpot: Subscription preferences page and subscription types

Define the subscription types first, before anything else in this piece: opt-out state attaches to those types directly, so building them in the wrong order means redoing the preference page once the types finally exist.

The template-driven customisation you have on the preference page today will not be matched exactly on the other side.

HubSpot: Subscription preferences page customisation

HubSpot's subscription preferences page is templated less freely than Marketo's, so set the expectation now that the rebuilt version will be simpler than the original rather than a like-for-like recreation.

Your image and file library, everything sitting in Marketo Design Studio, moves across as a bulk operation rather than an automatic sync.

HubSpot: File Manager

Bulk download the library, then bulk upload it into HubSpot's File Manager, and re-point every asset URL embedded inside a template or email once the upload is done: an unchanged URL keeps quietly pointing back at Marketo Design Studio long after that instance is gone.

Marketo's role-based access model needs recreating rather than imported, and it will not map one for one onto HubSpot's structure.

HubSpot: Users, teams and permission sets

Teams and permission sets sit on separate plans in HubSpot, so pull both tiers from the feature table before you commit to a structure. The granularity of a Marketo role does not map cleanly across either, so audit each role against what you actually need rather than assuming it will land where you expect.

Workspace-based user access, the structure that partitions your assets and audiences today, is one of the harder pieces to resolve, because HubSpot does not partition the same way.

HubSpot: Teams and business units

Business units sit behind a higher Marketing Hub plan, and even then they partition assets inside a single portal rather than create genuinely separate environments the way a workspace does. If your Marketo instance runs several workspaces for several operating brands, resolve during scoping whether one HubSpot portal can actually hold them all, because that decision changes the shape of the whole project.

Every service account held by an external system against your Marketo API needs identifying before a single credential is revoked.

HubSpot: Private app tokens

List every external system holding a Marketo credential before you revoke anything: a webhook or integration you have forgotten about will fail silently the moment its credential stops working, and silent failure is the expensive kind to trace back.

Sales-side visibility into marketing engagement, what Marketo Sales Insight gives your sales team today, is preserved on the new platform, just not in the same place.

HubSpot: Sales Hub with the Salesforce integration panel

The visibility itself is equivalent once HubSpot Sales Hub and the Salesforce integration panel are in place, but the surface it appears on is different, so plan retraining for the sales users who will otherwise look for it exactly where it used to be.

The Marketo-to-Salesforce sync is usually the single most business-critical integration in your stack, and it is the one that deserves the most planning time of anything on this list.

HubSpot: HubSpot-Salesforce integration

Sequence this with real care: disconnect Marketo-SFDC only once HubSpot-Salesforce is established, with field mappings, sync rules, campaign sync and lead routing all reconfigured on the new side. Running both syncs at the same time creates loops and duplicate records that are far more work to unpick than to avoid.

Where Microsoft Dynamics stands in for Salesforce, the same sync handoff has to happen there instead.

HubSpot: HubSpot-Dynamics integration or Data Sync

The sequencing risk is identical to the Salesforce path: disconnect too early and you open the same gap in lead flow.

The Marketo Sales Insight panel your sales team sees inside Salesforce disappears with the migration and needs a replacement, not just a removal.

HubSpot: HubSpot Sales Hub Salesforce integration panel

Replace the panel with the HubSpot Sales Hub Salesforce integration panel, and retrain the sales team on where the information now sits: the layout is different enough that muscle memory from the old panel will point people to the wrong place at first.

LaunchPoint, Marketo's partner integration framework, needs auditing service by service rather than assumed to carry over as a block.

HubSpot: HubSpot App Marketplace

Check each LaunchPoint service individually for a HubSpot App Marketplace listing. Anything without one turns into custom development work or a change to how the team actually operates, and that gap is worth surfacing during scoping rather than discovering after cutover.

Outbound webhooks running to external services need re-pointing individually, one by one, rather than as a single switch.

HubSpot: Workflow webhook actions

Re-point every endpoint and re-test each receiver in turn: the payload shape and the authentication both change on the move to HubSpot, so a webhook that worked under Marketo is not guaranteed to work unmodified under the new one.

Any code written directly against the Marketo REST or SOAP API is not a migration candidate at all: it is a rewrite.

HubSpot: HubSpot APIs

Treat it as a rewrite from the outset rather than a port, since the object model, the authentication and the rate limits all differ between the two APIs, and a rewrite budgeted from day one costs less than one discovered halfway through testing.

Data enrichment integrations, ZoomInfo, Clearbit and the like, need reconnecting on the HubSpot side rather than assumed to keep running.

HubSpot: Enrichment apps, or Breeze Intelligence

Reconnect each one directly to HubSpot. Breeze Intelligence works on a credits basis rather than a plan tier, so price it as its own line rather than folding it into the subscription cost.

Webinar platforms, GoToWebinar, Zoom and ON24 among them, feed attendance data back into your marketing system, and every one of those connections needs reconnecting.

HubSpot: Webinar integrations from the App Marketplace

Reconnect each integration and verify that registration and attendance are landing as expected before your next scheduled webinar runs, not after: a broken feed discovered post-event is data that cannot be recovered.

Munchkin, Marketo's tracking script sitting across every web property you own, has to come out and be replaced with HubSpot's own code, in the right order.

HubSpot: HubSpot tracking code

Deploy the HubSpot tracking code first and remove Munchkin only afterwards, so there is no gap in visitor tracking during the overlap. A gap here is invisible until someone asks for last month's traffic and it is not there.

Lead sync with Google, Facebook and LinkedIn needs reconnecting on HubSpot's Ads tool rather than assumed to survive the cutover on its own.

HubSpot: Ads tool

The Ads tool needs a paid plan, so confirm the tier from the feature table before promising it. Reconnect each ad account individually and re-map the lead form fields behind it: a mismatch here means a form fill that never reaches a record.