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HubSpot Elite Solutions Partner, Manufacturing Industry Specialist and Software Industry Specialist
Marketo to HubSpot migration

Give marketing
its system
back.

We sell outcomes. Not hours.

See what the move costs CyCognito did it in 12 weeks

Marketo was built for an operator. Your marketers file requests and wait.

One or two people in marketing ops know how the smart campaigns, tokens and flow steps fit together, and everyone else raises a ticket. Over a few years the marketers stop opening it, the instance fills with logic nobody remembers, and the CMO gets pipeline numbers from Salesforce rather than from the tool marketing pays for. Moving to HubSpot puts the campaign back in the hands of the person who thought of it. We do it for a fixed, published price, and the migration fee is the same whether Marketo comes across on its own or with Salesforce.

How Marketo became an ops tool

None of this is a fault in the product. It is what happens when a system can only be built in by specialists.

One person can build in it

Smart campaigns, tokens, program templates and flow steps are an operator's language. Marketers write the brief, ops builds it, and the queue is three weeks long.

Every campaign is a ticket

A landing page, a form, a nurture, a list. Each one goes through the same person, so the calendar is set by their capacity rather than by the market.

Marketing never sees the pipeline

Marketo holds the leads, Salesforce holds the deals, and the sync between them is where attribution goes to die. The board deck gets built from exports.

Reporting needs an analyst

Program performance, revenue cycle analytics and attribution each take a specialist to read. A marketer asking "did the webinar work" gets an answer next week.

What marketing gets back

Campaigns the marketer buildsEmails, landing pages, forms, workflows and lists in one editor, with the marketer who owns the campaign making the change on the day.
Sales and marketing in one recordThe contact a nurture warmed up is the same contact the rep calls, with the activity on it. Attribution reads off the deal, so "did the webinar work" gets answered from the same screen as the pipeline.
Ops back on opsInstead of building every asset, marketing ops runs the data model, the scoring and the guardrails. The queue disappears.
CyCognito

"This was a complex migration, and they handled it with a high level of ownership and care, resulting in a smooth transition."

Igal Zeifman, VP Marketing, CyCognito · Marketo to HubSpot, 70,000 contacts, 12 weeks · Read the story →

Not everything should come with you

Marketo instances collect logic that nobody remembers. Before we scope a migration we sit with the marketing ops owner and sort every program into one of three groups.

Group 1

HubSpot already does it

Standard behaviour in HubSpot. Nothing to rebuild, less to test and train.

  • First and recent conversion
  • Original source for paid social
  • Soft-bounce handling and spam cleanup
Leave it behind. HubSpot has it.
Group 2

It exists only because of Marketo

Check the last run date and the enrolment count, then ask the owner to explain it in one sentence.

  • A flow that waits 40 minutes to fill an empty field
  • A chatbot integration that has not fired since 2024
  • An unsubscribe program that has processed two people
Leave it behind. Nobody will notice.
Group 3

Real business logic

Rebuilt in HubSpot's shape, without the wait steps.

  • Industry-to-vertical mapping
  • ICP checks on country and company size
  • Tier scoring, region roll-ups, active segmentation
Rebuild it properly.
The inventory is the input. The build list is what survives the question.

Mark has written the method out in full: Before You Rebuild That Marketo Program in HubSpot, Ask What It Does →

What does the move involve?

Four phases, the same ones in our statements of work. CyCognito went end to end in 12 weeks; most mid-market full-stack migrations complete within four months, with ongoing support after go-live if you want it.

1
DiscoverThe program-by-program sort, plus the field audit, the Salesforce connector map and the list of integrations that hang off Marketo. This is where the estimate becomes a number.
2
PrepareThe HubSpot data model, lifecycle stages and scoring built to how you market now. Duplicates go here, before anything is copied. CyCognito's audit found about 2,000 in 70,000 contacts.
3
Migrate and validateContacts, lists, activity history and the programs that survived the sort, in a rehearsal first, then for real. Smart Campaigns become workflows, nurtures are rebuilt as branched sequences, the Salesforce connector is rebuilt with full field mapping and MQL routing.
4
LaunchMarketers trained on their own campaigns, playbook documented, Marketo decommissioned at the renewal we planned for on day one.

Who has done this with you?

Marketo → HubSpot Marketing Hub Enterprise

70,000 contacts and 50 live campaigns, moved in 12 weeks

Smart Campaigns converted to workflows. Nurture rebuilt as a branched sequence split by seniority. Lead scoring redesigned around engagement plus ICP fit. Salesforce connector rebuilt with full field mapping and MQL routing by HQ country. ZoomInfo bridged by webhook for real-time enrichment. Marketo decommissioned at go-live.

70,000contacts
~2,000duplicates removed first
~50live campaigns
12weeks
0cutover issues
Read the story →
Salesforce → HubSpot

The largest Salesforce migration we have run

8.7Mdata points
250+users
0downtime
Read the story →
Leaving Dynamics as well?

The CRM side has its own page

The migration fee covers both systems. Dynamics to HubSpot →

What does the move cost?

We sell outcomes. Not hours.

So every outcome has a price on it, published here, on our pricing page and inside our calculators. Same figures in all three places. Most partners would rather you booked a call before you saw a number. We would rather you saw the number first.

Migration off Marketo

Starts at $40k for one hub and rises with scope. The migration fee is flat however many systems you are leaving, so Marketo and Salesforce together cost the same as Marketo alone. Typical two-hub moves land around $80k; a full revenue stack with CPQ and custom integrations around $150k.

From $40kone hub, rising with scope

AI-readiness or portal audit

A report and a roadmap for the portal you already have. Every dollar of it is credited if we go on to do the work.

$5k–$15kcredited against implementation
100% credited toward the work

Ongoing support

A named team with SLAs, running the portal as part of operations, month to month.

$4k–$9ka month

When should you stay on Marketo?

Three situations where we will tell you so on the first call.

Your ops team is big enough that the queue is short, and sales is settled in Salesforce with no plan to moveStaying is a defensible call. The pain this page describes is not yours.
You are mid-way through a Salesforce rebuild or a CDP rolloutThis is the wrong quarter. Two system changes at once tends to complete neither.
Your instance is clean and your attribution reconciles to the pipeline without a spreadsheet in the middleYou have something most marketing teams are trying to buy. We would rather say so now than eleven months in.

Questions we get about leaving Marketo

What moves from Marketo to HubSpot?

Contacts, lists, activity history, and the programs that survive the three-group sort. Smart Campaigns become workflows, nurtures are rebuilt as sequences, scoring is redesigned rather than copied. Dead logic stays behind on purpose.

Do we have to move Salesforce at the same time?

No. HubSpot connects to Salesforce natively and we rebuild the connector with full field mapping as part of the move. If you do want to leave Salesforce too, the migration fee is the same.

How long does a Marketo to HubSpot migration take?

CyCognito went end to end in 12 weeks with 70,000 contacts and about 50 live campaigns. Most mid-market full-stack migrations complete within four months.

Will we lose attribution history?

Campaign membership and conversion history move with the contacts. Marketo's revenue cycle analytics do not have a one-to-one equivalent, so we agree during discovery which reports you need on day one and rebuild those in HubSpot's attribution model.

What does it cost?

From $40k for one hub. The migration fee is flat however many systems you are leaving. The calculator shows the working without asking for an email.

Start with the number, not the call

Work out what the move costs for your instance first. When you want it checked against your actual programs, that is what the call is for.

Migration cost Audit cost Talk to Perry