HubSpot + Marketo
HubSpot Marketo Integration and Migration Services
Move from Marketo to HubSpot with your programs, scoring, and history intact, or keep both platforms in sync while you decide.
12+ years of engineering. 100+ projects. Clients across 6 countries.
Yes, HubSpot integrates with Marketo, though most teams searching for this actually want to migrate. You can bridge the two through third party connectors, sync leads through middleware or a custom API integration, or move entirely to HubSpot using Marketo's REST and Bulk Extract APIs. Technix Infotech handles all three, with full migrations typically completed in 3 to 5 weeks.
342%
MQL increase after CRM integration
12,000
records migrated in 6 days
12+
years of engineering
6
countries served
Why HubSpot Marketo integrations get messy
Most broken syncs share the same root causes. Here is what goes wrong and how we fix each one.
Programs with no direct HubSpot equivalent
Marketo programs and smart campaigns do not map one to one onto HubSpot. We translate them into campaigns and workflows deliberately, so logic survives the move instead of being guessed at.
Lead scoring nobody dares touch
Years of accumulated scoring rules mean nobody remembers why a webinar from 2021 still adds points. We rebuild scoring from documented intent, not legacy sediment.
Years of activity history at risk
Email engagement and activity logs drive attribution and sales context. We extract them through the Bulk Extract API and carry what matters into HubSpot.
Paying for two platforms during a stalled transition
Half finished migrations leave teams paying double for months. We run a timed parallel phase with a hard cutover date, so the Marketo invoice actually stops.
Three ways to connect HubSpot and Marketo
The right method depends on your data model, volume, and logic. Here is the honest comparison.
| Method | What syncs | Limits | Choose it when |
|---|---|---|---|
| Third party marketplace appsMarketplace | Lead and list level sync through prebuilt connectors | Shallow field coverage, no program or scoring migration, another subscription to maintain | A temporary bridge while both platforms stay live |
| Middleware (Zapier, Workato)Low-code | Leads, form fills, and list membership through per event recipes | Per task pricing, no historical data, activity history does not travel | Low volume and a short transition window |
| Custom API integrationTechnix builds | Everything: person records, activity history via Bulk Extract, program mapping, scoring rebuild, full migration | Needs an engineering partner to build and run | A complete Marketo to HubSpot migration with history and attribution intact |
What we sync between HubSpot and Marketo
Field level mapping, agreed with you before we build. This is a typical scope.
HubSpot
- Contacts and lifecycle stages
- Lists and segments
- Workflows and enrollments
- Lead score properties
- Form submissions
- Email engagement history
Marketo
- Leads and person records
- Static and smart lists
- Programs and smart campaigns
- Scoring fields
- Forms and landing pages
- Activity log data
Not sure which method fits your stack?
Book a free 30 minute audit. We map your sync and recommend the cheapest method that works.
How we deliver your Marketo integration
Six steps, sandbox first, rollback ready.
Discovery
We document every object, field, and workflow that must move between HubSpot and your other system, and find where your current setup leaks data.
Mapping and scoping
Field level mapping agreed with you in a scope document. You sign off on exactly what syncs, in which direction, before we build anything.
Sandbox build
Dedupe rules, error handling, and API limit management, all built and tested outside production. Your live data is never the test environment.
Controlled test sync
A small batch of records syncs first. We verify every field lands where it should before the full dataset moves.
Go live with rollback
Full sync is enabled with a tested rollback path, so launch day carries no risk to your data.
30 day monitoring
Sync monitoring and alerts are included with every build. Errors surface to us in minutes, not to your team in weeks.
What a HubSpot Marketo integration costs
$399*
starting price
fixed quote after your free audit
- Number of active programs and smart campaigns to rebuild as workflows
- Scoring model complexity and how much score history must carry over
- Activity log depth extracted through the Bulk Extract API
- Length of the parallel run before Marketo is switched off
- Every quote is fixed before we write a line of code
Case study
A Marketo exit finished before the renewal date
A B2B SaaS client wanted off Marketo before renewal, with dozens of active smart campaigns and a scoring model nobody fully understood anymore. We mapped every program to a HubSpot workflow, rebuilt scoring from documented rules instead of legacy sediment, and ran both platforms in parallel for three weeks. The cutover landed two weeks before renewal, and the double payment stopped.
“We assumed the scoring rebuild would be the nightmare. It turned out to be the cleanup we had needed for years.”
Director of Demand Generation, B2B SaaS client
What changes when the integration works
| Area | Before | After |
|---|---|---|
| Campaign logic | Smart campaigns nobody dared edit | Documented workflows the team owns |
| Lead scoring | A decade of accumulated point rules | A scoring model that matches today's funnel |
| Attribution | History at risk of being abandoned | Engagement history carried into HubSpot |
| Cost | Two platform invoices every month | One platform, one bill, hard cutover date |
The complete HubSpot Marketo integration guide
Reference material for teams evaluating or troubleshooting the integration themselves.
What a Marketo to HubSpot migration involves
A Marketo migration is really four projects wearing one name: moving person records and their field data, extracting activity history, rebuilding program and campaign logic as HubSpot workflows, and reconstructing lead scoring. Teams that treat it as a data export finish the easy quarter of the work and stall on the rest. The order matters too: fields and records first, then history, then logic, then scoring, because each layer depends on the one before it.
The good news is that Marketo's APIs make a disciplined migration entirely tractable, and the forced review of a decade of campaign logic usually leaves teams with a cleaner system than the one they left. The Marketo renewal date is the natural deadline, and we plan every migration backward from it as the immovable anchor.
Mapping programs and smart campaigns to workflows
Marketo organizes everything around programs containing smart campaigns, each with smart lists for triggers and flow steps for actions. HubSpot organizes around campaigns for grouping and workflows for automation. The translation is rarely one to one: a single Marketo program often becomes one HubSpot campaign plus several workflows, while trigger heavy smart campaigns map to enrollment criteria. We inventory every active smart campaign, mark the ones that have not fired in months for retirement, and produce a mapping sheet you approve before anything is rebuilt. Migrating dead logic wastes budget, and most instances carry plenty of it. Nurture programs get special care, because engagement program cadences translate to HubSpot workflow delays differently than most teams expect.
How to extract your data from Marketo
Getting data out of Marketo cleanly means using its APIs in the right order and staying inside the daily quotas.
- 1Inventory programs, smart campaigns, assets, and fields before exporting anything
- 2Create an API only user and a custom service in Marketo Admin to obtain REST API credentials
- 3Export person records through the Bulk Extract API, batching within the default 500MB daily export quota
- 4Export activity history the same way, filtered to the activity types your attribution actually uses
- 5Map Marketo fields to HubSpot properties and merge duplicates on email address
- 6Import into HubSpot in controlled batches and validate counts against Marketo before retiring anything
Rebuilding lead scoring without the sediment
Marketo score fields can be exported as numbers, but the number without its logic is a fossil. We take a different route: document what the current scoring was meant to do, interview sales on which signals actually predict pipeline, and rebuild in HubSpot's score properties from that intent. Historical scores land in a reference property so nothing is lost, while the live model starts clean. Teams consistently find that a third of their old rules reference assets and events that no longer exist, which is exactly the sediment a migration should leave behind. Sales signs off on the new model before it goes live, which restores the trust the old scores had quietly lost.
Running both platforms during the transition
A parallel run of 2 to 4 weeks keeps campaigns live while HubSpot comes up to speed. During it, forms and new leads flow to both systems with email as the merge key, the website swaps Munchkin tracking for the HubSpot code page by page, and each nurture stream moves individually once its HubSpot workflow is verified. The discipline that matters is a hard cutover date, because open ended parallel runs are how teams end up paying for two platforms for a year.
Technix Infotech, a leading HubSpot integration provider founded in 2014, has delivered 100+ CRM and marketing automation projects across 6 countries. Marketo migrations start at $399 with a fixed quote after a free audit, typically completed in 3 to 5 weeks with 30 days of post cutover monitoring.
Frequently asked questions
Yes. We extract person records and activity history through Marketo's REST and Bulk Extract APIs, map programs and smart campaigns to HubSpot campaigns and workflows, rebuild lead scoring, and run both platforms in parallel until cutover. Most migrations complete in 3 to 5 weeks.
Typically 3 to 5 weeks. The data extraction is quick, but rebuilding program logic as workflows and validating the parallel run set the pace. Instances with hundreds of active smart campaigns or deep activity history requirements land at the longer end.
Technix migration projects start at $399. The quote scales with active program count, scoring complexity, and how much activity history must carry over. You get a fixed price after a free audit of your Marketo instance, before any work begins.
Not one to one. A Marketo program typically becomes a HubSpot campaign for grouping plus one or more workflows for the automation, with smart list triggers translated into enrollment criteria. We produce a full mapping sheet for your approval before rebuilding anything.
Yes, in two forms. Current score values migrate into a reference property so history is preserved, and the live scoring model is rebuilt in HubSpot score properties from documented intent. Rebuilding beats blind copying because most legacy models score assets and events that no longer exist.
Yes, and a 2 to 4 week parallel run is our standard approach. Leads flow to both platforms with email as the merge key, nurture streams move one at a time as their HubSpot workflows are verified, and a hard cutover date prevents the parallel phase from becoming permanent.
Through the REST API and the Bulk Extract API, which exports person records and activity logs in batches within a default 500MB daily quota. An API only user and custom service in Marketo Admin provide the credentials. CSV exports from the UI lose IDs and timestamps, so we avoid them.
No, not if it is extracted before the subscription ends. Opens, clicks, and sends come out through the Bulk Extract API and land in HubSpot as historical context for segmentation and attribution. Extracting before your renewal deadline is the one genuinely hard time constraint.
Yes. Third party connectors and middleware can sync leads, form fills, and list membership between the two, which suits transition periods or org structures where different teams own each platform. For long term dual running, a custom API sync is more reliable than per task middleware.
Get HubSpot and Marketo working as one system
Book a free consultation. No sales pitch, just an honest conversation about your stack.
Or email us at contact@technixinfotech.com