How do you migrate from Marketo or Pardot to HubSpot?

Migrating from Marketo or Pardot to HubSpot follows five stages: audit your programs, move contact and prospect data, rebuild automations in HubSpot workflows, recreate emails, forms, and landing pages, then reconnect your customer relationship management (CRM) system and cut over. Contact records and field data transfer; automation logic and templates do not, so plan to rebuild them.

The rebuild is the real work. Marketo Smart Campaigns and Pardot Engagement Studio programs do not map one-to-one to HubSpot workflows. The trigger and branching logic differs, so copying the old structure produces bloated automations. The standard practice is to document what each program accomplishes, then rebuild that outcome in HubSpot with simpler logic. Email engagement history also does not transfer directly, so most teams keep an archive export of the old platform's reporting. Full migrations typically run 6 to 12 weeks across audit, field mapping, automation rebuild, lead scoring rebuild, asset recreation, parallel validation, and cutover.

Teams leaving Pardot but keeping Salesforce need HubSpot's native Salesforce connector configured before cutover, and migrated contacts should keep their Salesforce record IDs so the sync links cleanly. Feature-level differences between the three platforms are compared in Lean Labs' HubSpot vs. Marketo vs. Pardot breakdown. Score your programs before migrating: anything with no activity in the past year is usually better retired than rebuilt.