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

Marketing
shouldn't need
a Salesforce
admin.

We sell outcomes. Not hours.

See what the move costs See who has made the move

Pardot is a Salesforce product. Marketing works inside someone else's data model.

Pardot, now Marketing Cloud Account Engagement, was built to sit inside Salesforce. Every field marketing wants to segment on is a Salesforce field first, every sync rule is an admin ticket, and every report worth showing the board is a Salesforce report. So marketing's roadmap runs on the CRM team's sprint. Moving to HubSpot gives marketing its own platform, with its own editor and its own data model, and a native Salesforce connector that carries across only what sales needs. We do it for a fixed, published price, and the fee is the same whether Pardot leaves on its own or with Salesforce.

How Pardot became an admin queue

None of this is a fault in the people running it. It is what happens when the marketing system borrows its data model from the CRM.

Every field is a Salesforce field

Pardot cannot hold data Salesforce does not know about. A new segmentation field means a Lead field, a Contact field, a Pardot field and a sync mapping. Four changes, one owner, and the owner is not in marketing.

Leads and contacts, twice

Every prospect mirrors a Salesforce lead or contact. Converted leads, duplicate prospects and sync errors pile up in the connector queue, and marketing spends Friday cleaning data it never created.

Engagement Studio is the whole toolbox

One nurture builder, one list model, forms and landing pages that need a developer to match the brand. Anything Engagement Studio cannot express ends up as a Salesforce flow, and flows belong to the admin.

Reporting means asking the Salesforce team

Campaign influence, B2B Marketing Analytics and the dashboards all live in Salesforce and need report permissions marketing rarely has. "Did the webinar work" is a request, and the answer arrives next week.

What marketing gets back

A data model marketing ownsProperties, lists and lifecycle stages created in HubSpot by the marketer who needs them, on the day. The Salesforce sync carries the fields sales asked for and nothing else.
One person, one recordNo prospect mirror. The contact a nurture warmed up is the contact the rep calls, with the activity on it, and attribution reads off the deal instead of a sync log.
Ops back on opsMarketing ops runs scoring, guardrails and the connector map instead of raising cases. The admin gets their sprint back too.
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 · marketing automation to HubSpot, Salesforce connector rebuilt, 70,000 contacts, 12 weeks · Read the story →

Not everything should come with you

A Pardot instance collects automation rules, completion actions and dynamic lists that exist to patch the sync. 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 most recent conversion
  • Original source and UTM capture
  • Bounce handling and spam cleanup
Leave it behind. HubSpot has it.
Group 2

It exists only because of Pardot

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

  • An automation rule that copies a Salesforce field into a Pardot field so a list can see it
  • A daily rule that fixes a lead-to-contact sync mismatch
  • A completion action that tags prospects nobody reports on
Leave it behind. Nobody will notice.
Group 3

Real business logic

Rebuilt in HubSpot's shape, without the workarounds.

  • Industry-to-vertical mapping
  • Grading rules on ICP fit, 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 wrote the method out for Marketo, and it applies to Pardot line for line: Before You Rebuild That Program in HubSpot, Ask What It Does →

What does the move involve?

Four phases, the same ones in our statements of work. Most mid-market marketing migrations complete within four months, with ongoing support after go-live if you want it.

1
DiscoverThe program-by-program sort, the field audit, and the Salesforce connector map: which fields sync, in which direction, and what the lead-and-contact mirror is doing to your data. This is where the estimate becomes a number.
2
PrepareThe HubSpot data model, lifecycle stages and scoring built to how you market now. Duplicates from the prospect mirror are dealt with here, before anything is copied.
3
Migrate and validateProspects, lists, activity history and the programs that survived the sort, in a rehearsal first, then for real. Engagement Studio programs become workflows, forms and landing pages are rebuilt in HubSpot's editor, and the Salesforce connector is rebuilt with selective field mapping and MQL routing.
4
LaunchMarketers trained on their own campaigns, playbook documented, Pardot switched off at the renewal we planned for on day one.

Who has done this with you?

Pardot → HubSpot Marketing Hub · Salesforce kept connected

One marketing platform for a freight marketplace

Freightos moved marketing from Pardot to HubSpot with Penguin and kept its Salesforce pipeline connected, so sales carried on in the CRM it knew while marketing got a system it could build in. Zencity and ECI made the same move from Marketo and Eloqua, Salesforce connector included.

See the work →
Marketo → HubSpot Marketing Hub Enterprise

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

70,000contacts
12weeks
0cutover issues
Read the story →
Leaving Salesforce as well?

The migration fee covers both systems

Pardot and Salesforce together cost the same as Pardot alone. Work out the cost →

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 Pardot

Starts at $40k for one hub, starting fresh. Leaving Pardot adds a flat $25k however many systems you leave, so the smallest Pardot migration is $65k, and Pardot and Salesforce together cost the same as Pardot alone. Each further hub is $25k, and the migration calculator prices your exact stack.

From $40kone hub, starting fresh · flat $25k on top to leave a legacy system

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 Pardot?

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

Marketing is one person and the admin turns requests round the same dayThe queue this page describes is not yours. Come back when the team or the campaign calendar grows.
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 renewal is 18 months out and the instance is cleanPlan the move for the renewal and clean up nothing you will leave behind. We will tell you which programs those are on the first call.

Questions we get about leaving Pardot

What moves from Pardot to HubSpot?

Prospects become contacts, with lists and activity history. Engagement Studio programs that survive the three-group sort become workflows, forms and landing pages are rebuilt in HubSpot's editor, and scoring and grading are redesigned rather than copied. Dead automation rules stay 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 selective field mapping and MQL routing as part of the move, so marketing can go first. If you want to leave Salesforce as well, the migration fee is the same, and we plan the CRM move as the next phase rather than a second project.

What happens to Pardot grading and scoring?

Pardot splits fit (grade) from engagement (score). HubSpot handles both, either as one score model or as two score properties, so the rep sees fit and engagement side by side. We rebuild fit from your ICP fields and engagement from behaviour, then check the top 50 against what sales actually called.

Will we lose campaign attribution?

Campaign membership and conversion history move with the contacts, and Pardot campaigns map to HubSpot campaigns. Campaign Influence and B2B Marketing 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.

How long does a Pardot to HubSpot migration take?

Most mid-market marketing migrations complete within four months. CyCognito's marketing automation move to HubSpot, with 70,000 contacts and about 50 live campaigns, went end to end in 12 weeks.

What does it cost?

From $40k for one hub, starting fresh. Leaving Pardot adds a flat $25k however many systems you leave, so the smallest Pardot migration is $65k. 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 and your Salesforce sync, that is what the call is for.

Migration cost Audit cost Talk to Perry