Marketo and Pardot to HubSpot migration
Last updated: 2026-10-30 · Reviewed by Noah Charak, Managing Director
Checkpoint GTM, a Berlin-based HubSpot Platinum Partner, moves B2B SaaS marketing teams off Pardot (now Marketing Cloud Account Engagement) and onto HubSpot Marketing Hub, usually while Salesforce stays the CRM, and applies the same map to Marketo Engage. This is a marketing automation move, not a CRM move: the work is consent status, forms, scoring, automation and the Salesforce sync, not deals and pipelines. Our Pardot migration took about 12 weeks from kick-off to Pardot switch-off, planned back from the contract end date. Migrations start from €15K, scoped as a fixed project before work starts. What moves: contacts with their opt-in status, forms, scoring, automations, lists and templates, plus training and 30 days of hypercare.
- About 12 weekskick-off to Pardot switch-off in our Pardot migration
- 56,000contacts moved from Pardot with opt-in status preserved
- From €15Kfixed-scope migration project, excl. VAT
How do Pardot and Marketo map to HubSpot?
Pardot runs on Salesforce and Marketo usually syncs with it; HubSpot Marketing Hub can sync with Salesforce too. So most of the map is about what marketing automation owns: consent, forms, scoring and the rules that hand leads to sales.
| In Pardot or Marketo | In HubSpot | Moves cleanly? | What we do |
|---|---|---|---|
| Pardot prospects and Marketo persons | Contacts, marketing or non-marketing | Mostly | Exported with every consent field and imported as marketing contacts only where you will email them. Pardot fields with no Salesforce equivalent are listed first, because the connector will not carry them. |
| Opt-in, opt-out and email preferences | Subscription types and legal basis | Partly | Consent fields are the ones most often left out of an export. Every opt-out maps to a HubSpot subscription status before the first send. Contacts without documented consent stay non-marketing until they opt in again through a form, with double opt-in for German contacts. |
| Pardot forms, form handlers and Marketo forms | Native HubSpot forms | No | Form handlers posting from your website are rebuilt as native HubSpot forms and embedded on the site, so tracking, conditional fields and spam filtering work. Your web agency styles the embed. |
| Pardot score and grade, Marketo scoring campaigns | Engagement and fit scores | Partly | Pardot scores activity and grades fit; HubSpot keeps that split as engagement and fit scores on contacts, which needs Marketing Hub Professional or Enterprise. Point values are set again, not copied. |
| Completion actions, automation rules, Engagement Studio and Marketo smart campaigns | Workflows | No | Rebuilt per form and per trigger. MQL status changes, owner assignment and language-specific auto-replies become workflow branches the team can read, with a fallback owner for leads no rule assigns. |
| Marketo programs and Pardot campaigns | HubSpot campaigns, with Salesforce campaigns kept | Partly | A Marketo program holds everything for one initiative, and a HubSpot campaign groups forms, emails and pages the same way. Where sales reports on Salesforce campaign influence, Salesforce campaigns stay the reporting source. |
| Smart lists, dynamic lists and static lists | Active and static segments | Mostly | Filter logic is rebuilt on HubSpot properties. Lists that only existed to feed an automation we are retiring are dropped, not migrated. |
| Email templates, dynamic content and tokens | Email templates and personalisation tokens | Partly | Templates are rebuilt in HubSpot's editor, not imported. Language variants become separate emails or workflow branches, and Marketo My Tokens map to personalisation tokens on HubSpot properties. |
| Salesforce connector and field sync | HubSpot Salesforce integration | Partly | Salesforce wins conflicts on shared fields, and an inclusion segment decides which HubSpot contacts sync back. Picklists must match on both sides first, or lead assignment breaks. |
How does a Pardot or Marketo to HubSpot migration run?
Five phases, planned back from the date your Pardot or Marketo contract ends. Forms, sync and lead routing go live first; nurture and templates follow.
Audit
List every form and form handler, completion action, automation rule, smart campaign, list, template and scoring rule, plus the Salesforce field map and the consent fields behind each email.
Plan
Decide which contacts are marketing contacts, which side wins each shared field, and which HubSpot contacts sync to Salesforce. Align every picklist on both sides before the sync is switched on.
Migrate
Connect the Salesforce integration on a test segment, export prospects or persons with their consent status, import them, and rebuild forms as native HubSpot forms for the website.
Rebuild
Rebuild lead routing, MQL rules, auto-replies, scoring, campaigns and the templates the team actually sends, each traceable to a trigger someone can explain.
Launch
Train the marketing team on campaigns, emails and forms, run the new forms live before the switch-off date, then give 30 days of hypercare.
What goes wrong in Pardot and Marketo to HubSpot migrations?
The data is small next to a CRM migration. The risk sits in consent, billing and the rules that route leads to sales.
Losing consent on the way
An export without opt-in and opt-out fields turns every contact into an unknown. Consent fields are the ones most often left out of an export, so they are the first thing we map and the last thing we check.
A sync that inflates your contact tier
HubSpot bills marketing contacts, not all contacts. A Salesforce sync with no filter can create thousands of contacts, opted-out ones included, and lift the bill. We decide which contacts are marketing contacts before the sync is switched on.
Picklists that do not match
A free-text country field on one side and a picklist on the other looks harmless until lead assignment runs on it. If the two systems spell countries differently, lead routing stops until both use the same ISO country codes.
Letting the contract date run the project
Pardot and Marketo switch off on a fixed date. Forms, the Salesforce sync and lead routing go live first, so a late template or nurture never leaves inbound leads without an owner.
Pardot to HubSpot with consent intact
TrustYou ran its marketing automation on Pardot on top of Salesforce. Marketing moved to HubSpot; Salesforce stayed the CRM, connected through HubSpot's Salesforce integration. In our anonymised Salesforce to HubSpot case study, the Marketo instance was consolidated into HubSpot Marketing Hub as part of the move.
56,000 contacts migrated with opt-in status preserved, web attribution live from day one, and lead scoring, ABM, buying intent and NPS running in HubSpot. From the marketing team: “HubSpot looks way better than Pardot and it feels way easier to use.”
Read about the TrustYou project →- 56,000contacts migrated with opt-in status preserved
- Day oneweb attribution live in HubSpot
- Marketoconsolidated into HubSpot Marketing Hub in our Salesforce case study
Pardot and Marketo to HubSpot migration questions
How long does a Pardot or Marketo to HubSpot migration take?
Our Pardot migration took about 12 weeks from kick-off to Pardot switch-off, holidays included. We plan back from the date your Pardot or Marketo contract ends, with forms, the Salesforce sync and lead routing live first.
Can Salesforce stay our CRM after we move to HubSpot?
Yes, and it usually does. HubSpot Marketing Hub syncs with Salesforce through HubSpot's Salesforce integration, which needs a HubSpot Professional or Enterprise subscription. We set which side wins each shared field and which HubSpot contacts sync back to Salesforce.
Do we keep our opt-in and opt-out status?
Yes, if it is exported and mapped before anything else. Every opt-out becomes a HubSpot subscription status before the first send. In our Pardot migration, 56,000 contacts moved with their opt-in status preserved.
What happens to Pardot scoring and grading?
The idea moves, the numbers do not. Pardot's score measures activity and its grade measures fit; HubSpot has engagement and fit scores on contacts, which needs Marketing Hub Professional or Enterprise. We set point values again against your current funnel.
How much does a Pardot or Marketo to HubSpot migration cost?
Migrations start from €15K, scoped as a fixed project before work starts; a standard Sales + Marketing Hub implementation runs €15K–€50K. All prices excl. VAT. HubSpot's own licence depends on how many marketing contacts you keep, which is why we decide that before the import.
What happens to Marketo programs and smart campaigns?
Program reporting moves to HubSpot campaigns, and smart-campaign automation is rebuilt as workflows rather than translated. Smart lists become active segments and static lists stay static. Marketo My Tokens map to personalisation tokens on HubSpot properties. In our Salesforce to HubSpot case study, Marketo was consolidated into HubSpot Marketing Hub in the same project.
Read before you scope the migration
- HubSpot lead scoring: fit vs. engagementWhy one score never works, and how to set the two that replace Pardot's score and grade.
- UTMs to known contactsThe attribution gap to close before marketing reports move to HubSpot.
- The lead source you can't trustWhy one lead source property breaks across forms, imports and syncs.
- How to fix lead handoff and attributionThe routing and attribution rules to settle before the switch-off date.
- The go-live dry run your project plan skipsWalk one real lead from form to sales owner before you cut over.
Other source systems: Salesforce to HubSpot migration Pipedrive to HubSpot migration Close to HubSpot migration All CRM migrations
Vendor documentation: HubSpot Salesforce integration requirements HubSpot Salesforce sync settings HubSpot marketing contacts HubSpot lead scoring tool Account Engagement scoring Marketo Engage glossary
Plan your Pardot or Marketo to HubSpot migration
Bring your contract end date and a rough list of forms, automations and integrations. In a 30-minute call we tell you what moves cleanly, what needs a design decision and how we would scope it.
Book a discovery call