Migrating 3 Million Marketo Contacts to HubSpot for a Testing Provider

Manual Data Entry Slowed Every Campaign Launch

The marketing team moved data between systems by hand and built workarounds. Each manual step slowed campaign execution and added a chance for errors and inconsistent records.

Contact Data Sat in Silos Across Four Platforms

Marketo, Salesforce, On24, and Cvent each held part of the customer record. No one could see a full customer journey, and lead management stayed inconsistent.

Event Data Did Not Flow Back to Marketing

Registrations and attendance from Cvent and On24 did not reach marketing records automatically. Teams could not tell which events produced engaged contacts.

Campaign Results Were Hard to Measure and Report

Reporting across systems was difficult and time-consuming. Without joined-up data, leaders could not see which campaigns worked or defend decisions with numbers.

Two Audiences Needed Separate but Consistent Data

Business customers and individual learners followed different processes. One portal would have mixed them, so the design needed two portals that still kept data accurate.

Moving 3 Million Contacts Risked Losing History

A migration at this size could drop campaign history or miss contacts changing during the move. Marketing needed every record and every property carried across.

Migrated 3 Million Contacts With Full History Into HubSpot

Datawarehouse.io handled the large-scale move, with a delta migration that captured records changing during the transition. Every contact arrived with its history and properties, so campaigns could continue without gaps.

Rebuilt 20 Campaign Journeys as HubSpot Workflows

The team recreated complex journeys as workflows and moved 25 landing pages, 10 templates, 50 lists, and 15 data extensions. Marketers kept their working assets and stopped repeating manual steps.

Connected Salesforce, Cvent, and On24 to Keep Data Flowing

A bidirectional sync links HubSpot and Salesforce CRM. Event platforms Cvent and On24 now capture registrations automatically. Sync issues were resolved, so marketing and sales read the same records.

Built Dual-Portal Workflows for B2B and Learner Programs

Automated workflows sync contacts across both portals and track campaign member status. Forms use conditional logic to cut field clutter. Each audience keeps its own process while data stays consistent.

Archived Unused Marketo-Era Fields to Keep the Portal Fast

Low-usage custom fields inherited from legacy systems were archived, and outdated forms and properties were cleaned. Documented rules now guide property management, which keeps the portal organized as it grows.

Equipped Teams With Training and a 30-60-90 Day Plan

Users received how-to videos, documentation, and handbooks. A 30-60-90 day plan and quarterly business reviews set priorities. Ongoing sales enablement covers playbooks, sequences, and the prospecting workspace.