Short answer
Moving from Marketo to HubSpot Marketing Hub migrates contacts, consent, lists, forms, emails and scoring into HubSpot, rebuilds programs as workflows and, where Salesforce stays the CRM, reconnects marketing through HubSpot's native Salesforce connector.
Why firms make this move
Firms leave Marketo for easier campaign building, integrated website and content tools, and lower administration effort. The key is deciding what to rebuild and what to archive: historical activity can be loaded as custom events with original timestamps or kept in a warehouse, rather than rebuilding every old campaign.
What moves
- Contacts, consent and subscription status
- Static and smart lists
- Forms and landing pages
- Email templates
- Lead scoring and routing
- Activity history as custom events or archive
How the data maps
| From | To |
|---|---|
| Lead / person | Contact |
| Smart list | Active list or segment |
| Static list | Static list |
| Program / smart campaign | Workflow and campaign |
| Lead score | Lead score property |
| Activity log | Custom events or archive |
What to watch out for
- Opt-outs that must import before the first send
- Activity already synced to Salesforce that should not be duplicated
- Routing and lifecycle logic to rebuild
- Marketo contract end date
How Vantage Point runs the migration
- Inventory programs, assets and integrations
- Configure HubSpot and the Salesforce connector
- Migrate contacts, consent and lists
- Rebuild forms, emails, scoring and workflows
- Load or archive activity history
- Authenticate sending domains and warm up
- Parallel run and cutover
Typical timeline
Typically 8 to 16 weeks, longer for large databases with years of history.
Frequently asked questions
Does Marketo activity history move?
Key history can be loaded as custom events with original dates, and the rest archived in a warehouse.
Can Salesforce stay the CRM?
Yes. HubSpot Marketing Hub syncs with Salesforce through the native connector.