6 Things to Consider When Migrating from HubSpot Into Marketo

  • By Sakshi Arora,
    Published on: Jul 29, 2021
  • Updated on: Jan 24, 2024
  • Marketo

As a scaling business with complex sales cycles and extensive lead nurturing requirements, you might want to migrate from one marketing automation platform to the other.

HubSpot and Marketo are two giants in the field, each with its own strengths and capabilities. However, for various reasons, you might find yourself contemplating a migration from HubSpot to Marketo. Whether it's to scale your operations, access advanced features, or align with the changing needs of your organization, this transition can be a game-changer. 

However, this migration can present some challenges to you. The core challenge lies in the complexity of the transition. 

In this blog, we'll explore this challenge in-depth, dissecting the nuances and providing you with the insights needed to overcome these challenges.

Challenges That Arise During HubSpot to Marketo Migration

The transition from HubSpot to Marketo can be particularly challenging due to the complexity of the process. Here are some common challenges that you may encounter during this migration:

  • Data Mapping and Migration
  • Workflow Rebuilding
  • Content and Design Optimization
  • Team Training
  • Integration Complexity
  • Performance Monitoring
  • Communication and Change Management
  • Documentation and Compliance

6 Things to Consider When Migrating from HubSpot to Marketo

Migrating from HubSpot to Marketo can be a significant leap forward, but it's not without its challenges. To ensure a smooth and successful transition, you must carefully consider several factors.

1. Collect Data and Manage It

Before moving to full-fledged migration, smart marketers make sure to collect all data with relevant information in the right format. It is imperative to ensure that all data files are extracted in a format that is supported by Marketo. All information saved in sales should be matched properly before extracting. Also, all data fields should have consistency at the minutest level. 

For example, lead scores and gradings in the contact lists are valuable assets for marketing and sales teams. While copying or migrating data, it is important that this information remains intact with other contact information. Any mismatch in extraction and uploading in Marketo directories can jeopardize the entire marketing automation process. 

In the data collection process, you should take an inventory of everything, including your creative assets such as images, videos, PDF documents, and all external items added to the database.

Then you can proceed with the collection of information regarding your forms, templates of landing pages, and landing pages themselves. Do not forget to make a copy of templates of all our past emails and related assets.

You also need to ensure that you copy all relevant data pertaining to programs and their workflows and smart lists. Copy the lead scoring and grading criteria of the existing system so that it remains with you for future reference.

After migration of each of the above to Marketo, you must document the entire information on a spreadsheet and maintain a thorough checklist. 

2. Update Processes for Marketo

Migrating from one Marketing Automation tool to another one is a tedious process and if not done without full preparation, it leads to a big mess up. To make sure that the purpose of migration is achieved fully, you should update your processes as per Marketo. Many new programs, pre-installed tools, and additional functionalities will be available in Marketo. However, your existing process will create a base for a new Marketing Automation solution. 

You need to figure out your existing business processes, initiatives, and practices to audit and measure strategies that are working well and those that are not optimizing your marketing efforts during the migrating process. After the evaluation process, you can come up with more effective marketing and sales processes, offers, and content, lead generation strategies to engage your prospects and customers. In addition, you can improve your revenues against the budget of migrating to a new platform.

3. Create a Simple and Clear Nomenclature

While migrating, you may find some files, processes, data files, and templates with unusual, illogical names. It's better to start with your new Marketing Automation solution with more clarity and that comes with simplified Nomenclature. 

Everything should be logically and systematically named so that you can find everything easily. Some marketers have a habit of saving files and programs without properly naming them which leads to unnecessary workload later. It's better to start in a more organized manner so that you can utilize the full potential of your Marketo subscription.

4. Set Up Redirects from HubSpot

Many HubSpot users have numerous landing pages which require a redirect when they are migrating Migrating from HubSpot Into Marketo. To ease this entire process of redirecting, the first thing is to get a list of landing pages ready and include that into the tab of landing pages of your Marketo master migration sheet. 

Once done, your technical team will have the list of pages for redirects. This ensures that they run efficiently in ways that reduce the risk of “404 error” messages popping up in the future. 

5. Test Your Marketing Assets

Before migrating, it is very important to test run programs you used to run previously while running a campaign.

Migrating from HubSpot into Marketo - Test Marketing Assets
Source: Agile CRM

You can start testing all the links of landing pages, forms, and emails, thereby auditing all the programs. The testing process should be thoroughly planned and executed so that you do not miss anything when migrating from HubSpot into Marketo.

6. Integrate With Other Tools

Marketo is most powerful when it's integrated with other tools in your marketing tech stack, such as CRM systems, analytics platforms, and more. Plan for a seamless integration strategy to ensure that Marketo operates harmoniously with your existing systems and provides a comprehensive view of your marketing efforts.

Best Practices to Follow While Migrating from HubSpot to Marketo

Migrating from one marketing automation platform to another is a significant undertaking, and when moving from HubSpot to Marketo, careful planning and execution are essential. To ensure a smooth transition, consider these best practices.

  • Data Cleansing: Before migration, clean and organize your data to ensure accuracy.
  • Mapping Data Fields: Create a clear map of data fields between HubSpot and Marketo.
  • Testing and Validation: Rigorous testing of data migration is crucial to catch any discrepancies.
  • Backup and Rollback Plan: Always have a backup and rollback plan in case of unexpected issues.


Migrating from HubSpot to Marketo is a substantial shift demanding meticulous planning. We've delved into crucial considerations to ease your journey. Remember, success hinges on data integrity, process adaptation, clear nomenclature, efficient redirects, thorough testing, and a phased transition.

By embracing Marketo, you empower your marketing capabilities. Now, it's your turn to embark on this transformation. Each consideration is a stepping stone toward marketing excellence with Marketo.

Ready To Take Your Marketing Efforts To the Next Level With Marketo? Let’s Talk!

Explore these essential considerations and pave the way for marketing excellence. To start your migration journey today reach out to info@growthnatives.com

Author Box

Sakshi Arora

Sakshi Arora is a seasoned content writer and editor with extensive experience across various industries including B2C, B2B, travel, e-commerce, and IT. In her free time, she enjoys expressing her creative side through painting and writing poetry. She also finds solace in nature and has a deep spiritual connection. Music brings her immense joy.

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