Your Guide To Migrating From Marketo To HubSpot

Joshua Beckham


Migrating from Marketo to HubSpot can seem like a daunting task, but with the right approach it can be a smooth and efficient process. Whether you're looking to leverage HubSpot's comprehensive platform, enhance your marketing capabilities, or streamline your operations, this step-by-step guide will provide you with the detailed instructions you need to ensure a successful transition. From planning and preparation to data migration and system setup, we'll walk you through each stage of the process, helping you make the most of HubSpot’s powerful tools and features. Let's get started!

Potential Challenges

First, it's important to understand the challenges that lie ahead to ensure a smooth transition. Intigrating your business from Marketo to HubSpot involves both anticipation and apprehension:

Data Integrity

Transferring vast amounts of information carries the risk of data loss or corruption. Every contact detail, lead score, and customer interaction is invaluable. Any discrepancies can skew your analytics and disrupt your marketing campaigns.

Workflows and Automations

Your workflows and automations (often painstakingly crafted in Marketo) can't simply be lifted and shifted. HubSpot, despite its user-friendly nature, has its own unique processes. Migrating your workflows requires a thorough understanding of both platforms, demanding meticulous mapping and potential reconfiguration.


Your business relies on a web of interconnected tools and systems to function efficiently. While HubSpot boasts an expansive app marketplace, there's no guarantee that every tool integrated with Marketo has an exact counterpart or will function identically post-migration. This can pose a few challenges for your operations.

Migration Process

Here are 9 quick steps to kickstart your data migration from Marketo to HubSpot:

1. Data Preparation

Clean your data of duplicates, inaccuracies, and obsolete information to ensure efficiency and reliability in your new system.

2. Data Migration

Transfer essential datasets like contacts, leads, and customer details using HubSpot’s import tools or specialized software. Continuously validate data between the two platforms to maintain accuracy.

3. Rebuilding Workflows and Automation

Recreate your Marketo workflows in HubSpot. Some processes may need adjustments due to platform differences, providing an opportunity to refine and optimize your automations.

4. Setting Up Integrations

Methodically reintegrate third-party tools with HubSpot, testing each one to ensure smooth data flow and intact functionalities.

5. Customizations and Personalizations

Replicate custom fields and specific personalizations in HubSpot to tailor your marketing operations to your unique business needs.

6. Testing

Test every component thoroughly, from email campaigns to multi-step workflows, simulating real-world scenarios to ensure flawless operation.

7. Training

Organize training sessions and encourage your team to explore HubSpot. Utilize resources like HubSpot Academy for a smoother learning curve.

8. Go Live and Monitor

Launch your operations on HubSpot, continuously monitoring for irregularities and addressing any issues promptly to keep your marketing efforts unhindered.

9. Seek Feedback and Refine

Regularly seek feedback from your team to make necessary refinements, ensuring HubSpot aligns perfectly with your operational needs.

Post Migration

The migration journey doesn't end once your data is in HubSpot. In fact, it's the start of a new phase of adaptation, optimization, and continuous improvement. Here are some best practices to ensure ongoing success:

Regularly Audit Your Data

Conduct regular audits to identify and correct any discrepancies, redundancies, or gaps that may have emerged post-migration.

Monitor Performance Metrics

Continuously monitor key performance indicators, comparing them with past data to identify trends and adjust strategies accordingly.

Optimize for HubSpot’s Unique Capabilities

Leverage HubSpot-specific tools and features, such as advanced analytics, native CRM functionalities, and inbound marketing methodologies, to enhance your strategies.

Stay In The Loop

We encourage you to regualrly check HubSpot news for updates on new features and best practices. Additionally, it's good to participate in forums, user groups, and events to connect with other users, experts, and enthusiasts.

Revisit Your Goals

Periodically review your objectives to ensure your strategies align with your larger vision and you remain on track to achieve your goals.


Migrating from Marketo to HubSpot is a significant transformation for your business, offering many opportunities for growth and optimization. By following a clear migration process and sticking to post-migration best practices, you can ensure a smooth transition and make the most of HubSpot’s features. Regularly auditing your data, staying updated with new tools, gathering team feedback, and engaging with the HubSpot community will help you continually improve and adapt. As you revisit your goals and refine your strategies, your business will be well-positioned for lasting success in the digital landscape. Embrace this new chapter with confidence, knowing that with careful planning and ongoing effort, your marketing operations will thrive on HubSpot.

Ready To Switch?

Need help migrating to HubSpot? Contact us today! Here at Demand Machine, our team specializes in enabling businesses like yours thrive with HubSpot. We can make this challenging phase into a seamless experience.


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