Adobe Marketo Engage to HubSpot
Marketing automation platform for lead management, email, programs and scoring.
Adobe Marketo Engage data can move into HubSpot, landing mainly in Marketing Hub. 2 of 8 mapped objects move directly (Leads/People and Companies/Accounts); 4 items need manual work and 3 do not move. Plan roughly 3-6 weeks for a small move and 16-30 weeks for a large one.
Migration checklist for Adobe Marketo Engage
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
<50k contacts, <20 programs
Mostly CSV import plus a few workflow rebuilds.
Mid migration
100k-500k contacts, 50-200 programs
Guides cite 8-16 weeks for this size.
Large migration
>500k contacts, 200+ programs, custom objects
Activity history and CRM sync add effort.
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 Adobe Marketo Engage: what you need to get in, what lands in HubSpot, and what will not.
REST (Lead Database, Asset, Identity APIs) with async Bulk Extract/Import
Client ID, client secret and Munchkin REST endpoint from an API-only user/custom service.
API role with Read-Only Lead permission (for lead export) on a user; admin is needed to create it.
Typically 50,000 REST calls/day, 100 calls per 20s, 10 concurrent calls. Bulk extract allows 2 running and 10 queued jobs, with a 500MB daily default allocation. Bulk import files are limited to 10MB.
Choose your route
How will you move the data?
No native connector was found.
- You need: Client ID, client secret and Munchkin REST endpoint from an API-only user/custom service.
- Permission: API role with Read-Only Lead permission (for lead export) on a user; admin is needed to create it.
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.
- Bulk Extract API for leads, activities, program members and custom objects
- Smart List or static list CSV export from the UI
- Lead Database REST API in batches of 300
- Export of All People smart list as CSV
Limits: Typically 50,000 REST calls/day, 100 calls per 20s, 10 concurrent calls. Bulk extract allows 2 running and 10 queued jobs, with a 500MB daily default allocation. Bulk import files are limited to 10MB.
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: 16-30 weeks, usually phased.
Talk to a partnerWhere each object lands
In Adobe Marketo Engage
In HubSpot
Hover or tap anything on the left to see where it lands.
| Source object | In HubSpot | Moves | Notes |
|---|---|---|---|
| Leads/People | Contacts | yes | Contacts and custom fields move via CSV or API once properties are created and email or CRM ID is mapped. |
| Companies/Accounts | Companies | yes | Companies move with their contact associations. |
| Unsubscribe/opt-in status and suppression lists | Contacts | partial | Export unsubscribes separately and import them as unsubscribed or as suppression lists. |
| Static lists | Custom objects | partial | Static lists import as HubSpot static lists. This hubspot_object value is a placeholder because the schema has no Lists option. |
| Smart lists | Contacts | manual | Filter logic must be rebuilt as active lists. Run each list and export its membership if a snapshot is needed. |
| Smart campaigns/programs | Custom objects | manual | These must be rebuilt as workflows and campaigns. This hubspot_object value is a placeholder because the schema has no Workflows option. |
| Email templates | Files | manual | Rebuild from HTML or a visual reference and replace Marketo tokens with HubSpot personalization tokens. This hubspot_object value is a placeholder. |
| Activities (email, form, web) | Emails | partial | Activities can be extracted via the Bulk API. They can be loaded as activities via the HubSpot API or summarised in properties. |
What to expect
There is no import path. They must be recreated.
Guides report that it does not transfer natively.
No direct HubSpot equivalent. They must be mapped to custom events or notes.
Program logic does not import.
Scoring models must be rebuilt by hand.
Design and form embedding must be rebuilt.
Program members sit on a Marketo-specific object.
Deduplicate in Marketo before export.
Import unsubscribes and suppression lists first and verify opt-out status.
Spread activity extracts over several days, filter by date, or ask the account manager about extra capacity.
Use CSV or bulk API exports.
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.
Marketo API access, auth and limits are backed by Adobe docs. Object mapping and rebuild scope rest on third-party migration guides, not HubSpot docs. Residency and certifications were not researched.
Sources
Related migrations
Frequently asked questions
How do I migrate Adobe Marketo Engage to HubSpot?
1. Create an API-only user and role, then note the client ID, secret and REST endpoint. 2. Check the daily API and bulk export allocation under Admin > Web Services. 3. Inventory smart campaigns, smart lists, programs, tokens, templates and custom objects. 4. Dedupe leads in Marketo and decide on the unique ID (email plus Marketo ID).
What data can move from Adobe Marketo Engage to HubSpot?
These objects move directly: Leads/People and Companies/Accounts. Check the mapping table for partial and manual items.
What does not move from Adobe Marketo Engage to HubSpot?
Smart list dynamic logic and automation rules, Email engagement history as native HubSpot reporting data and Custom activity types. Plan to rebuild or retire these.
How long does a Adobe Marketo Engage to HubSpot migration take?
Small (<50k contacts, <20 programs): 3-6 weeks. Mid (100k-500k contacts, 50-200 programs): 8-16 weeks. Large (>500k contacts, 200+ programs, custom objects): 16-30 weeks. These are planning estimates, not a quote.
What access do I need to export from Adobe Marketo Engage?
Client ID, client secret and Munchkin REST endpoint from an API-only user/custom service. API role with Read-Only Lead permission (for lead export) on a user; admin is needed to create it.
What compliance issues apply when moving Adobe Marketo Engage data?
Check: Consent and opt-out records under GDPR, CASL and CAN-SPAM and Check custom fields for health or financial data. Agree consent, retention and access rules before exporting.
Moving Adobe Marketo Engage into HubSpot?
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