switching software/marketing

HubSpot Marketing Hub to Marketo: Enterprise Migration Checklist

Scale from HubSpot to Marketo for complex lead scoring and account-based marketing.

Migration Checklist: HubSpot Marketing Hub to Marketo Engage

Overview

  • Risk Level: High (Critical data loss and lead scoring continuity risks)
  • Timeline: 12–16 weeks (Standard Mid-Market implementation)
  • Team Size: 4–6 members (Marketing Ops Lead, CRM Admin, Data Architect, IT Security, Content Strategist)

Phase 1: Pre-Migration Planning (Weeks 1-3)

Assessment & Audit

  • Conduct a full inventory of HubSpot assets (Forms, Landing Pages, Emails, Workflows).
  • Categorise assets by "Migrate," "Archive," or "Rebuild."
  • Define the new Marketo folder structure and naming convention (Global Naming Standard).
  • Identify all active third-party integrations connected to HubSpot.
  • Document current lead scoring logic and lifecycle stage definitions.
  • Assess current database health (bounce rates, unengaged contacts, duplicate records).

Data Mapping & Backup

  • Perform a full export of HubSpot CRM data (Contacts, Companies, Deals).
  • Create a "Golden Copy" backup of the database in a secure, encrypted cloud environment.
  • Map HubSpot properties to Marketo custom fields (ensuring field types align).
  • Identify and cleanse PII that does not meet retention policies.
  • Document the mapping of "Lifecycle Stages" to Marketo's "Lead Status" fields.

Integration Audit

  • Review current API usage limits and identify necessary Marketo API calls.
  • Audit existing Salesforce/Dynamics 365 sync triggers.
  • Validate authentication requirements for Marketo-to-CRM sync.
  • Verify SSL/TLS requirements for new Marketo-hosted landing pages.

Phase 2: Migration Execution

Pre-Cutover

  • Provision the Marketo instance and configure initial security settings.
  • Set up SPF, DKIM, and DMARC records for the new sending domain.
  • Configure CNAME records for Marketo landing page subdomains.
  • Replicate lead scoring programs in Marketo based on validated logic.
  • Build and test the primary Marketo-to-CRM sync configuration.
  • Recreate high-priority nurture streams and active email templates.
  • Migrate active subscription lists and preference centre settings.
  • Run a "Dry Run" migration of 100 sample records to test field mapping.

Cutover Day

  • Disable all active automated workflows in HubSpot.
  • Set HubSpot portal to "Read-Only" mode.
  • Perform the final full data extract from HubSpot.
  • Execute the final data import into Marketo using the validated CSV templates.
  • Trigger the initial CRM sync to reconcile existing records.
  • Update DNS records to point to Marketo landing page infrastructure.
  • Confirm all web-tracking scripts are swapped from HubSpot to Marketo Munchkin code.

Verification

  • Verify total record counts match between HubSpot source and Marketo target.
  • Test form submissions to ensure data flows correctly into Marketo.
  • Validate that lead scoring is updating correctly for test records.
  • Check auto-responder emails for correct branding and links.
  • Confirm that CRM sync is updating the correct fields in the target CRM.
  • Validate "Unsubscribe" and "Opt-out" status migration to ensure compliance.

Phase 3: Post-Migration Optimization

Stabilization

  • Monitor daily sync error logs for the first 72 hours.
  • Review email deliverability metrics (hard bounces/spam complaints).
  • Verify that all automated nurture programmes are triggering correctly.
  • Conduct a "Day 7" review of sales-qualified lead (SQL) hand-off processes.

Cleanup

  • Decommission HubSpot integrations one-by-one.
  • Archive the HubSpot "Golden Copy" backup in accordance with data retention policies.
  • Remove old tracking pixels from the website.
  • Audit and remove unused custom fields in Marketo created during testing.

Retrospective

  • Conduct a post-migration audit of the project timeline vs. actuals.
  • Document lessons learned for future campaign migrations.
  • Update the internal "Marketing Ops Handbook" with new Marketo processes.
  • Gather feedback from the Sales team regarding lead data quality.

UK GDPR Compliance Checklist

  • Ensure the "Right to be Forgotten" process is documented for Marketo.
  • Verify that the Data Processing Agreement (DPA) is signed with Adobe/Marketo.
  • Configure the Marketo Preference Centre to mirror UK GDPR consent requirements.
  • Validate that all imported contacts have a recorded "Lawful Basis for Processing."
  • Configure auto-deletion rules for contacts that have exceeded the defined retention period.
  • Ensure all data transfers outside the EEA have appropriate standard contractual clauses (SCCs) in place.
  • Audit cookie consent banner integration with Marketo Munchkin tracking.

Troubleshooting Common Issues

  • Sync Latency: Check CRM sync frequency settings if data is delayed.
  • Data Mismatch: Verify field-level mapping if CRM values are overwriting Marketo values.
  • Deliverability Drops: Check if the new IP address needs a "warm-up" period.
  • Broken Links: Run a link-checker tool on all migrated email templates.
  • Form Failures: Check if the CORS settings allow Marketo to accept data from your domain.

Downloadable Resources List

  • Data Mapping Excel Template (.xlsx)
  • Asset Inventory Spreadsheet (.csv)
  • UK GDPR Data Protection Impact Assessment (DPIA) Template
  • Marketo-to-CRM Field Mapping Cheat Sheet
  • Post-Migration Success Metrics Dashboard Template