Step-by-step guide: Migration process from Marketo to HubSpot

Migrating from Marketo to HubSpot can be a complex but rewarding process. This guide breaks down each step to ensure a seamless transition, helping your business harness the full power of HubSpot's capabilities.

Step 1: Planning and assessment

Evaluate current Marketo setup: Review all your campaigns, assets (emails, landing pages, forms), workflows, lists, reports, and any integrations with other platforms. Identify which elements need to be moved to HubSpot.

Set clear goals: Define the specific outcomes you want from the migration (e.g., better tracking, easier segmentation, automation improvements, etc.).

Create a timeline: Estimate the time required for each part of the migration. Allow for contingency time to address any issues that may arise during the process.

Step 2: Export data from Marketo

Leads/contacts export: Export your lead and contact lists from Marketo in CSV or Excel format. This should include all relevant fields, properties, and segmentation.

Custom fields export: Export all custom fields used for segmentation and personalisation.

Email templates, landing pages, forms: Export all email templates, landing pages, and forms that are currently in use.

Workflows & campaigns: Document and export the details of your active workflows and campaigns. These may need to be rebuilt in HubSpot, as the structure and triggers may differ.

Step 3: Set up HubSpot account

Create or review HubSpot account: Ensure that your HubSpot account is set up and ready to handle the migration. This may involve upgrading to a specific plan based on your needs (e.g., Marketing Hub Professional or Enterprise).

Custom properties: Set up any custom properties in HubSpot to match your Marketo fields. Ensure that you mirror the fields in Marketo for consistency when importing contacts.

Integrations: Set up integrations with any third-party platforms you use, such as CRM systems (e.g., Salesforce), social media, or webinar platforms.

Step 4: Data migration

Import contacts into HubSpot: Import the leads and contacts from the CSV files exported from Marketo into HubSpot. Ensure that contact properties are mapped correctly to HubSpot’s fields.

Test the import: Perform a test import using a small subset of data to ensure that everything is mapped correctly before proceeding with the full migration.

Review data quality: After import, ensure that the data looks correct. This includes checking for any missing information, data formatting issues, or duplicates.

Step 5: Rebuild assets in HubSpot

Recreate email templates: Rebuild your email templates in HubSpot using its drag-and-drop editor or custom HTML. Ensure they match the design and functionality from Marketo.

Recreate landing pages and forms: Use HubSpot's landing page builder to recreate your Marketo landing pages. Similarly, recreate forms in HubSpot to capture lead data.

Set up workflows and automation: Recreate your Marketo workflows and campaigns in HubSpot using the Workflow tool. Ensure all triggers, actions, and conditions are appropriately configured.

Test automation: Verify the workflows to ensure that triggers are functioning properly and that leads are progressing through the processes correctly.

Step 6: Recreate reporting & analytics

Migrate reports: Manually recreate your reports and dashboards in HubSpot using its reporting tools. HubSpot has built-in analytics, but you may need to rebuild custom reports you used in Marketo.

Configure goals and metrics: Set up goal tracking in HubSpot to ensure that the key performance indicators (KPIs) tracked in Marketo are now captured in HubSpot.

Step 7: Set up lead scoring & segmentation

Lead scoring: Recreate your lead scoring models in HubSpot to ensure that your team can prioritise leads effectively. HubSpot allows for a more visual approach to lead scoring.

List segmentation: Set up lists and segments in HubSpot based on the contact properties and behaviours that matter to your business.

Step 8: Integrate HubSpot with other tools

CRM integration: If you’re using HubSpot CRM, connect it with your marketing tools for a seamless flow of data. If you’re using another CRM (e.g., Salesforce), ensure the integration is working smoothly.

Other integrations: Set up any other necessary integrations for tools you use, such as social media platforms, webinar tools, or e-commerce platforms.

Step 9: Test everything

Test workflows: Verify that all workflows, email campaigns, forms, and landing pages function as expected. This includes checking triggers, automation, and data flow.

Review data flow: Make sure that data is being captured correctly and synced between HubSpot and other integrated tools.

User testing: Have your marketing and sales teams perform user acceptance testing (UAT) to ensure the platform meets their needs.

Step 10: Train your team

Training on HubSpot: Provide comprehensive training to your team on how to use HubSpot’s features, including email marketing, workflows, reporting, and CRM.

Training on new processes: Help your team understand any changes in workflow or processes resulting from the migration. Highlight key differences between Marketo and HubSpot to ensure a smooth transition.

Step 11: Go live

Final data migration: Perform a final data migration (if necessary), ensuring that all data is up to date.

Switch over: Transition your campaigns and processes to HubSpot fully. This may involve pausing campaigns in Marketo and redirecting all new leads and campaigns to HubSpot.

Monitor performance: Keep a close eye on your metrics in HubSpot post-migration to ensure everything is working as expected. Track any anomalies or issues that arise during the initial stages of the migration.

Step 12: Ongoing optimisation

Monitor campaign performance: Track the performance of your campaigns in HubSpot and adjust them based on the results.

Iterate and optimise: Continue to refine workflows, reports, and lead scoring as you get more familiar with HubSpot’s capabilities.

Request support as needed: Pixel Lab offers excellent customer support, so if any issues arise, don't hesitate to reach out for assistance.