Migrating from HubSpot into Marketo is a big undertaking, and it often feels overwhelming, even for the most knowledgeable marketing professionals. The marketing automation software your company uses has a significant impact on your business, so you want to use one that will fit your business’s needs and scale with you—and sometimes that involves migrating into a new provider.

HubSpot and Marketo are the two major players in the marketing automation world, and they each come with high satisfaction scores, great features, and similar customer bases. That said, there are some key differences between the two.

HubSpot to Marketo: Key Differences


The pricing structure for HubSpot and Marketo is different. If you are currently with HubSpot, you are used to a single system for customer service, sales, and customer relationship management (CRM). It’s more of an all-in-one system, with Marketing Hub having four tiers that scale with your business needs.

Marketo’s pricing is broken down differently. Their system has separate models such as:

  • Lead management
  • Email marketing
  • Consumer marketing
  • Customer base marketing
  • Mobile marketing

You can purchase these models separately or bundle them. This is great if you only want specific modules; however, it can add up when bundled. In addition to these modules, there are three tiers for scaling.


Due to the customization capabilities, Marketo can be more challenging to use. It requires some IT knowledge or a dedicated specialist who is familiar with the software, especially around designing email templates. HubSpot is more intuitive and user-friendly and can be used by those just starting out.

The simplicity of HubSpot is often why more advanced users end up migrating from HubSpot to Marketo. They “outgrow” HubSpot and feel its limitations. When you have the skill set and experience, Marketo offers you a lot more in terms of customization and deeper integration with Salesforce.

CRM Integration

HubSpot and Marketo CRM are also different. Marketo doesn’t have a built-in CRM system; instead, they offer Salesforce integration (it’s built using the Salesforce platform) and integration for the following:

  • Netsuite
  • Oracle
  • Microsoft Dynamics
  • SAP

HubSpot, on the other hand, has its own built-in CRM.

HubSpot to Marketo: Migration Considerations

If you have already decided to migrate from HubSpot into Marketo, these differences may have spurred the switch. With an undertaking like this, you need to manage your expectations; otherwise, the experience will feel a lot more overwhelming. To reduce the stress of a switchover, here are five things you need to know before migrating from HubSpot into Marketo.

1. It may be more expensive.

HubSpot is often more inexpensive for small businesses, but as you move up the tiers and reach Professional and Enterprises levels, the prices start to level out with Marketo. Even if you are moving from one of these HubSpot tiers, Marketo may still end up being more expensive. If you require additional software and modules, the price can add up.

Further, as you migrate, there will be some overlap. Depending on how long you take to complete the process, you may need to pay for two systems for a few months.

2. It will take time.

The more data you have in HubSpot, the longer this process will take. It’s not something you want to rush, so you need to ensure you have the time and focus to dedicate to it. To start the migration process you will need to export and save all your historical data, including campaigns, emails, logos, and so forth.

It is recommended that you recreate your lists in Marketo; however, Marketo allows you to upload 1,000 contacts at a time. You will need to organize carefully, and it can take some time if you have many lists. If you have segmented lists or use list filters in HubSpot, you’ll need to recreate this. The process is cumbersome—you’ll have to write these filters down and then do it again in Marketo.

To put it in perspective, when Uberflip migrated from HubSpot to Marketo, they had a team of four marketing specialists and 90,000 contact records. Typically, a migration of this size would take a few months; however, Uberflip’s HubSpot contract was expiring in one month, so they needed to hurry. They hired the help of an external agency, and by adding more people to the project, they were able to complete it in three weeks.

3. There’s a learning curve.

Marketo was developed for large-scale enterprises and therefore designed for those with more advanced technical knowledge. Without sufficient experience and skills, there is a larger learning curve, which may take additional time and effort to overcome.

As a HubSpot user, you have likely accessed their many resources, training videos, HubSpot Academy courses, and knowledge base blog articles—HubSpot provides users with a wealth of knowledge and training where Marketo does not. Not only is it more difficult to use, but you won’t find the same level of resources you get with HubSpot, so if you are tackling this migration on your own, you may need to look at third-party resources.

4. Test everything.

It’s not uncommon for Marketo issues to arise after a migration. If you are lucky, these will remain in the back end and can be rectified before subscribers discover something is wrong. Although testing everything may feel like it’s prolonging the process, it is necessary. Your web forms, email delivery, email responsiveness, and landing pages, as well as data syncing, campaign setups, and workflows—test it all!

5. Communicate with your subscribers.

It’s a good idea to communicate the switchover with subscribers, in the event something goes wrong. Your system doesn’t make a difference to them, but your transparency and giving them a heads-up is beneficial if something goes awry. Using the Uberflip example above, they regrettably didn’t inform their subscribers, and an email went out with dead links and missing images following the switchover.

Although it may take some time to migrate and learn a new system, Marketo offers comprehensive CRM integration, a high level of customization, and in-depth analytics. It has the technical capacity to handle big projects and large enterprises and will scale well.