Pardot to HubSpot Migration: A Guide to Keeping Salesforce

Short answer: you can move marketing from Pardot (now Marketing Cloud Account Engagement) to HubSpot and keep Salesforce as your CRM. The work is in the planning: decide which system owns each field, rebuild the automation you still need rather than copying it all, set up the HubSpot Salesforce sync with an inclusion list, then cut over in a planned window.

Proof

I led the Pardot-to-HubSpot migration for a 400-person B2B SaaS company: around 300k contacts, 30k companies and 10k deals, with Salesforce kept live. “Wow, in all my 25 years in marketing I've never seen such a smoothly run migration and not only that it was delivered early too!” (CMO, B2B SaaS)

1. Audit what you have in Pardot

List your active forms, landing pages, automation rules, Engagement Studio programmes, scoring and grading, and the lists sales relies on. Most teams find a good share of it is no longer used. Only rebuild what still earns its place.

2. Decide field ownership

For every field that will sync between HubSpot and Salesforce, decide which side wins and in which direction it syncs. This is the decision that is most expensive to undo later. The HubSpot Salesforce integration guide goes through it in detail.

3. Control what syncs

Don't sync every HubSpot contact to Salesforce. Use an inclusion list so only qualified records cross over. See HubSpot Salesforce inclusion lists.

4. Rebuild lifecycle, scoring and routing in HubSpot

Map Pardot scoring and grading to HubSpot lead scoring, set lifecycle stages with one source of automation, and make sure new leads still reach the right owner in Salesforce on day one.

5. Cut over

Pick a quiet window. Freeze changes in Pardot, run the final data load, switch forms and tracking to HubSpot, and check the first leads end to end, from form to Salesforce owner.

6. Watch the first two weeks

Check sync errors daily, compare lead volumes with the weeks before, and fix anything that doesn't match. HubSpot Go-Live includes a 14-day defect window for exactly this reason.

What it costs

HubSpot Go-Live is from £14,000 including a basic migration. The price rises with records and workflows. It runs 4 weeks after a Revenue Leak Diagnostic, paid 50/50, with a 14-day defect window. Baseline scope: Marketing Hub and Sales Hub Pro. If it runs over, I keep working for free until it's complete.

Next step

Start with the Free Lead Leakage Check: 20 minutes on one process and a one-page summary within 1 working day.