Marketo, now known as Marketo Engage, is a marketing automation platform that helps businesses manage and automate marketing tasks, especially those related to email marketing, lead generation, lead nurturing, and customer engagement.
It was originally developed by Marketo, Inc. and is now owned by Adobe, making it part of the Adobe Experience Cloud.
While powerful, Marketo has a steep learning curve and often requires more technical expertise to operate. This is one of the many reasons why some companies choose to migrate to more user-friendly platforms like HubSpot.
Migrating from Marketo to HubSpot means moving your marketing data, assets, and automation workflows from Adobe Marketo to the HubSpot platform. This shift is not just about changing software; it is about upgrading how your business handles marketing, communication, and customer relationships.
This guide will walk you through the entire Marketo to HubSpot migration process. Let’s get into it together.
The marketing needs of businesses progress and develop. Marketo is complex and not always a good fit, even though many companies view it as powerful. HubSpot is the more appealing choice when it comes to smaller or mid-sized businesses, or even the larger ones looking to have a bit more room to breathe.
Simplicity is one of the largest factors that make companies switch. Marketo usually needs a highly sensitive curve and constant technical help. Conversely, HubSpot was designed keeping in mind the simplicity of its interface. It also offers a clean user interface, drag and drop editors, and guided tools that enable marketing teams to create workflows, execute campaigns, and manage data without requiring coding or IT support. To most teams, this freedom leads to quicker performance and high productivity.
Source: HubSpot
Marketo is at times complex to price, and this can prove to be costly within no time as you expand or incorporate additional features. Most companies incur unexpected expenses when it comes to extras or limitations of use. HubSpot instead has more predictable pricing levels. It is still an investment, but the package of tools it offers and the built-in CRM tend to provide better value per dollar, particularly when it comes to long-term growth sustenance by small and medium-sized companies.
Businesses change because they want a one-stop shop. Marketo is mostly a marketing tool automation application, and therefore, it mostly has to be integrated with other third-party applications, with CRM planning, sales plans, or other activities. HubSpot, on the other hand, has marketing, sales, customer service, CMS, and CRM functionalities right inside. While Marketo integrates with other Adobe and CRM tools, HubSpot’s natively unified ecosystem reduces integration complexity.
Support is important, particularly in crunch time. HubSpot excels in this scenario with extremely quick customer service, extensive support materials, and a user group. Video tutorials and HubSpot Academy courses enable users to acquire the knowledge they need in a short period, and the depth of knowledge is incredible.
Teams often launch campaigns faster and see user adoption sooner due to HubSpot’s ease of setup. The reason is that the setup process is simpler, the integrations can be applied without much difficulty, and the teams can begin launching campaigns virtually right away. Marketo is powerful and, as the case may be, can take weeks or even months to configure, train on, and customize it. Companies that move to HubSpot tend to report an increased agility and shorter wins in their marketing activities.
The all-in-one feature of HubSpot contributes to better alignment between the teams involved in marketing, sales, and service activities. Everybody is accessing a common database and tools breaking down silos and communicating much better. Marketo integrations often require more technical setup and maintenance compared to HubSpot’s plug-and-play approach.
Businesses aim to grow, and therefore, they need tools that will grow with them and not end up burdening them. HubSpot is a modular system, allowing small businesses to increase their plans, add hubs, or connect with other tools. This adaptability further simplifies scaling processes without rebuilding a new tech stack at a company. Marketo presents a strict architecture and a complicated configuration that makes scaling more technical and costly.
Before you dive into the migration, it is helpful to understand how Marketo and HubSpot compare. Both are powerful marketing platforms, but they serve different types of users and business goals. Marketo is typically favored by large enterprises that need deep customization and have the technical resources to manage complex automation. HubSpot, on the other hand, is popular with small to mid-sized businesses, growing teams, and companies looking for an all-in-one, user-friendly platform.
Here is a quick comparison to highlight the key differences between the two:
| Feature |
Marketo | HubSpot |
| Ease of Use | Technical, steep learning curve | User-friendly, minimal training |
| Pricing | Complex, add-ons required | Transparent, bundled options |
| CRM Integration | Third-party CRM or Salesforce | Built-in HubSpot CRM |
| Automation | Highly customizable | Powerful and easy to use |
| Reporting | Advanced, complex setup | Intuitive and visually appealing |
| Support | Limited, depending on the plan | Award-winning, accessible support |
Marketo offers deeper customization and advanced features for technically inclined teams, but this power comes at the cost of complexity and a steeper learning curve. It often requires more time, effort, and resources to operate efficiently, especially when building workflows or integrating with third-party tools.
HubSpot, meanwhile, is built with accessibility in mind. Its tools are easier to learn and operate, which allows marketers, salespeople, and customer service reps to be self-sufficient. The unified experience means fewer silos between departments, smoother collaboration, and a shorter time to value.
When deciding between the two, it often comes down to your team’s size, technical capabilities, and long-term goals. If you are looking for agility, ease of use, and all-in-one convenience, HubSpot tends to be the better choice, especially for fast-growing businesses.
Although the migration process can be smooth, there are a few hurdles you might face:
| Data Compatibility Issues | Marketo and HubSpot store and structure data differently, which may require cleanup or transformation. |
| Workflow Complexity | Advanced Marketo workflows can be tricky to replicate exactly in HubSpot. |
| Asset Conversion | Landing pages, emails, and templates might need rebuilding from scratch. |
| Learning Curve | Your team may need some time to adjust to HubSpot’s tools and terminology. |
| Downtime Risks | If not planned carefully, you could experience disruptions during the transition. |
Before you begin the technical migration, you will need a solid game plan. With clear scope and goals, you will be able to avoid scope creep and stay focused throughout the process.
Start by answering the following questions:
What is the main reason for the switch?
Which teams and departments are affected?
What data and assets do you need to migrate?
Which Marketo features are critical to replicate in HubSpot?
What is your go-live timeline?
Set clear goals for the migration:
Reduce system complexity
Improve reporting accuracy
Align sales and marketing operations
Increase adoption across teams
When you conduct a full audit of your Marketo environment, you will be able to identify what you need to move and what you can leave behind. This audit ensures nothing critical is overlooked when you begin the actual migration.
Here are the key elements to review in this:
| Smart Campaigns and Workflows | Document how they work and what they achieve. |
| Lead Scoring Models | Note any scoring logic you want to replicate. |
| Email Templates | List all active and frequently used email templates. |
| Forms and Landing Pages | Identify those still in use and map them to HubSpot equivalents. |
| Segmentation Lists | Make a list of all dynamic and static lists. |
| Custom Fields | Review your CRM fields and map them to HubSpot’s properties. |
Next, you have to set up your HubSpot environment so it is ready to receive data and assets. A well-prepared HubSpot account makes the migration smoother and reduces the chances of errors later on. Here are the most important steps in this phase:
Create Custom Properties: Match your existing Marketo fields so that data maps correctly.
Set Up User Roles and Permissions: Ensure everyone has access to the tools they need.
Design Email and Landing Page Templates: Rebuild these using HubSpot’s drag-and-drop editor.
Establish Folder Structure: Organize assets, lists, and campaigns clearly for easier navigation.
Enable Tracking and Analytics: Make sure HubSpot’s tracking code is installed on your website.
User Roles and Permissions:
Tracking and Analytics:
Marketo does not offer a one-click export feature for everything, so you will need to export some components manually. Additionally, you have to ensure all data is cleaned and deduplicated before moving forward. Here is what you will need to export:
Leads and Contacts: Export as CSV files, including all key fields and opt-in status.
Campaign Data: Export workflows, email performance reports, and campaign settings.
Email Templates: Copy the HTML content or screenshot for reference.
Landing Pages: Document page structure, copy, and forms used.
Lists and Segments: Export each list as needed.
Lead Scoring Rules: Save the logic behind your scoring model.
With your data exported from Marketo, the next step is to bring it into HubSpot and recreate your structure. You can start by using HubSpot’s Import Tool to upload your contacts, companies, and deals. During this process, it is important to match all fields correctly to ensure the data is placed in the right properties within HubSpot. Do not forget to preserve opt-in and unsubscribe information to remain compliant with email marketing laws and regulations.
Once the data is in, begin rebuilding your workflows based on the audit you completed earlier. This includes replicating your email sequences, lead scoring models, and automation rules. HubSpot offers pre-built Workflow Templates that can help you set these up more quickly and efficiently. You will also need to recreate your forms and connect them to landing pages inside HubSpot. Keep in mind that you do not have to copy everything exactly; this is a great opportunity to review what worked, discard what did not, and simplify your overall setup for better performance.
Before making the switch official, run multiple tests to confirm everything is working properly. Get feedback from your marketing and sales teams, and make any final adjustments before going live.
Form Submissions: Ensure data flows correctly to HubSpot CRM.
Workflows: Simulate triggers and check email sends, and actions.
Lead Scoring: Confirm scores are updating based on behavior.
Email Campaigns: Test sends, personalization, and design rendering.
Landing Pages: Check forms, thank-you pages, and mobile responsiveness.
Reporting Dashboards: Ensure all key metrics are tracked accurately.
At first, moving from Marketo to HubSpot could seem stressful, but with the correct preparation and strategy, it can be a rewarding and easy experience. You may set yourself up for success by knowing why the move makes sense, being well-prepared, assessing your current configuration, and paying close attention to every stage.
Above all, use this chance to streamline your marketing processes and better match them with your present objectives. Your teams will benefit from a more user-friendly platform, improved integration, and simpler marketing processes when the migration is over, all of which promote quicker growth and improved customer experiences.