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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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