Demandbase to HubSpot
Account-based marketing and advertising platform covering account intelligence, intent, segments, ads and sales tooling.
Demandbase data can move into HubSpot, landing mainly in Marketing Hub. 2 of 7 mapped objects move directly (Accounts and People / contacts); 4 items need manual work and 2 do not move. Plan roughly 2-4 weeks for a small move and 8-16 weeks for a large one.
Migration checklist for Demandbase
Three phases, specific to this system. Tick steps off as you go.
Before
0 of 5 doneDuring
0 of 5 doneAfter
0 of 5 doneWhat will it take?
No price list: cost follows volume, custom objects and how much logic must be rebuilt. Answer four quick questions for a planning range.
The three scenarios
Small migration
<10k accounts
Accounts and lists only.
Mid migration
10k-100k accounts and contacts
Includes scoring and segment rebuild and ad reporting archive.
Large migration
>100k records
Multiple regions or CRMs and a hybrid period with Demandbase.
What moves the number
Timeline ranges are planning estimates, not a quote. A partner confirms scope after discovery.
Access, mapping and limits
Start with how data leaves Demandbase: what you need to get in, what lands in HubSpot, and what will not.
REST (bulk asynchronous Data Export/Import APIs, plus Account Connector API)
A JWT for the APIs, or an Account Connector API token generated in Demandbase.
Admin privileges or a permission set with the required Demandbase settings access (for Account Connector).
Choose your route
How will you move the data?
HubSpot offers an integration for importing records from Demandbase.
- You need: A JWT for the APIs, or an Account Connector API token generated in Demandbase.
- Permission: Admin privileges or a permission set with the required Demandbase settings access (for Account Connector).
Native imports often bring over only some data, so check coverage per object in the mapping below.
Export each object, clean it, then import it into HubSpot.
- Data Export API to CSV: accounts, opportunities, people, activities, account lists, ad campaign and creative performance
- Account Connector API pushing selected account fields to third-party integrations
- Native HubSpot CRM integration that writes Demandbase fields to HubSpot
- Full tenant database export via the Data Export API
Limits: To confirm
Migration and sync tools can move more than a plain import. Confirm which objects each one supports before you choose.
Best when volume is high, custom objects are many or automation is heavy. That is the Large scenario: 8-16 weeks, usually phased.
Talk to a partnerWhere each object lands
In Demandbase
In HubSpot
Hover or tap anything on the left to see where it lands.
| Source object | In HubSpot | Moves | Notes |
|---|---|---|---|
| Accounts | Companies | yes | Exported via the Export API CSV. Demandbase syncs account data with HubSpot Companies. Match on domain or ID. |
| People / contacts | Contacts | yes | People data is available via the Export API. Contacts that already exist in HubSpot sync back to Demandbase. |
| Opportunities | Deals | partial | Opportunities are exportable. Normally the CRM is the system of record for deals, so check that the original source is the CRM. |
| Activities | Notes | partial | Activity data is exportable to CSV. Mapping to HubSpot engagement objects is not documented, so treat it as manual. |
| Account lists / segments / audiences | Companies | partial | Lists are exportable. Recreate them as HubSpot lists or properties, and rebuild the segment logic by hand. |
| Scores and stages (qualification, engagement points, journey stage) | Companies | partial | Account Connector and the native sync write these to Demandbase custom properties on HubSpot. |
| Ad campaign performance | Custom objects | partial | Export to CSV is possible for reporting history. No native HubSpot target exists, so use a custom object or keep it as an archive. |
What to expect
Licensed Demandbase data. HubSpot has no equivalent, so keep Demandbase or another intent vendor where it is needed.
Run inside the Demandbase advertising platform. Only performance reports export, so rebuild or keep them.
Demandbase calculated logic does not transfer as rules.
No native import for Demandbase campaigns is documented.
The integration creates these properties automatically in HubSpot.
Not covered in the sources.
Run a partial replacement and keep the licensed modules you need.
Import accounts to HubSpot via CSV or API first, then let the sync enrich them.
Audit the properties and disable the writeback before you cut over.
Export the Matched Company field and de-duplicate by domain.
Data governance and compliance
Decide what is allowed to move before anything is exported. Tick each gate once it is agreed.
How we researched this page
How much to trust each section, and where it comes from.
Export/API and the HubSpot integration are backed by vendor docs. Rate limits, data residency, certifications and object-level mapping of ads and social content are not sourced. The mapping rests on category-level knowledge.
Sources
Related migrations
Frequently asked questions
How do I migrate Demandbase to HubSpot?
1. Confirm the Admin or permission-set access needed to create JWTs and Account Connector tokens. 2. Inventory the Demandbase accounts, lists, segments and journey stages in use. 3. Decide which modules (ads, intent, sales) stay and which are replaced. 4. List the Demandbase custom properties already written to HubSpot Companies.
What data can move from Demandbase to HubSpot?
These objects move directly: Accounts and People / contacts. Check the mapping table for partial and manual items.
What does not move from Demandbase to HubSpot?
Proprietary intent data and keyword sets and Live ad campaigns and audiences on ad networks. Plan to rebuild or retire these.
How long does a Demandbase to HubSpot migration take?
Small (<10k accounts): 2-4 weeks. Mid (10k-100k accounts and contacts): 4-8 weeks. Large (>100k records): 8-16 weeks. These are planning estimates, not a quote.
What access do I need to export from Demandbase?
A JWT for the APIs, or an Account Connector API token generated in Demandbase. Admin privileges or a permission set with the required Demandbase settings access (for Account Connector).
Is there a native HubSpot connector for Demandbase?
Yes. Confirm the supported objects in discovery.
What compliance issues apply when moving Demandbase data?
Check: Intent and identification data may count as personal data under GDPR and CCPA. Agree consent, retention and access rules before exporting.
Moving Demandbase into HubSpot?
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