How to migrate from Pardot to HubSpot: A step-by-step Guide


Are you considering starting your marketing journey with HubSpot? 

Making the right choice when it comes to your marketing automation platform is crucial for the success of your business. HubSpot offers a comprehensive suite of tools and features that can help you streamline your marketing efforts and drive growth. However, the decision to embark on this new venture can be overwhelming. 

But fret not! In this step-by-step guide, we’ll provide you with valuable insights and actionable advice to help you navigate the process of getting started with HubSpot, empowering you to make the most of this powerful marketing platform.

What’s the first step?

First and foremost, like all good moves, you need to do a cleanup first, and only then can you move all your assets over to this superior platform. 

Here’s how: Start with a data cleanup: Before migrating, clean up your data and determine which contacts you need to transfer. The cost of migration depends on the number of contacts involved. Then once you have done that, prioritize your data by identifying the importance of fields and activities associated with the contacts you’re migrating to ensure a smooth transition. You will then need to work to rebuild your assets. This entails determining which assets you need to rebuild after the migration, such as lists, files, landing pages, forms, email templates, lead scoring, and drip campaigns. After all that, the next step includes setting up your social account in HubSpot for easy management of marketing activities and seamless integration. You’ve finally reached the point where you are ready to onboard your team. Don’t forget to include training that educates your team on all of HubSpot’s functionalities, features, and benefits. You’ll need everyone’s support. “Teamwork makes the dream work!”

Now that we’ve helped you clean house, let’s get you into the nitty gritty of the how-to’s for migration with our step-by-step guide. It is divided into three parts: administrative, Sales Hub, and Marketing Hub tasks. It will be comprehensive and helpful so you can easily understand it. 

Let’s get started!

How to Migrate from Pardot to HubSpot: Administrative Tasks

  • Create and assign user roles

In HubSpot, the Super Admin has significant control over user permissions and access within the CRM. Start by defining user roles, specifying what each role can access in the Marketing Hub, Sales Hub, Service Hub, Reporting, and Account sections.

Once roles are set, you can create Teams and add users to them. With HubSpot’s granular control and team functionality, you can effectively manage user permissions and streamline collaborative efforts.

  • Set up your subdomain and connect DNS

To build HubSpot landing pages or to send and receive emails through HubSpot, you’ll need to set up your subdomain on your DNS server. If this step sound a bit too technical, Hubspot has a pretty detailed explanation (or you can have us help you)

  • Add tracking code to your website 

Unlock the Power of Lead Tracking with HubSpot! By utilizing tracking capabilities, you can gather valuable insights into the behavior of your leads, such as their interactions with content and emails and see their real time customer journey. 

  • Install the Salesforce connector

Seamlessly connect HubSpot with Salesforce by accessing the app marketplace and installing the HubSpot-Salesforce integration. This integration facilitates data synchronization between the two systems, ensuring consistency.

How to Migrate from Pardot to HubSpot: Sales Hub Tasks

  • Build lists

This will be the basis of your communication ruling with contacts within HubSpot. There are a couple of definition regarding lists you’ll need to familiarize yourself with:

Active vs Static HubSpot Lists & Behavior and interaction-based lists

HubSpot has active and static lists, similar to dynamic and static lists in Pardot. Active lists update automatically based on criteria, while static lists represent a specific point in time. When migrating from Pardot to HubSpot, it’s recommended to convert top lists to static lists and rebuild dynamic lists later. Activity-based lists from Pardot cannot be directly migrated, so exporting and importing into static lists in HubSpot is advised.

HubSpot lists are either Active or Static – an active list updates automatically based on criteria and a static list represents one point in time.

How to Migrate from Pardot to HubSpot: Marketing Hub Tasks

  • Upload your brand assets 

Add your logo variations, headshots, stock photos, email banners, PDF downloads, one-pagers, and any other elements required for emails or landing pages.

This will facilitate future organization and accessibility.
>> It is advisable to create folders beforehand to contain your uploads and keep things nice and tidy.

  • Consider and define subscription types

While having a general catch-all subscription is an option, it is beneficial to create specific types to give users the ability to opt-out of certain emails without unsubscribing from all messages.

>> Some common options, to begin with, are Newsletters, Product Updates, and Promotions. Additional types can always be added later on.

  • Create email templates

Create email templates in HubSpot for efficient and consistent communication.

1.Determine the email templates you need, such as: newsletters, product updates, workflow templates, and sales messaging.

2. Choose whether you want the email to be a one-time send or an automated email for Workflows. Note that this choice cannot be changed later.

3.Construct your email template (organizing everything in folders and unified naming is extremely valuable to keep your hub in order)

Once your templates are created, it’s time to rewrite the emails themselves. These email will be used within your defines workflows, sales sequences, and periodical emails (such as newsletters, product updates etc.)

  • Landing pages

HubSpot has a simple drag-and-drop landing page builder. Recreate your landing pages in HubSpot to access more tracking and the ability to include your page activities within Workflows.

  • Rebuild engagement studio programs as workflows

When migrating from Pardot to HubSpot, one significant task might involve rebuilding engagement programs into HubSpot workflows. Workflows are based on contacts, companies, deals, support tickets, or quotes, depending on your subscription.

During the migration, it’s crucial to plan how to handle contacts currently in an engagement program. We can help you through this >>>

  • Recreate and embed website forms

Rebuild your forms within HubSpot and embed them onto your website. HubSpot has the added benefit of using progressive profiling. When a user has previously completed a form and is cookied, then new fields will replace those that they have already completed. 

The progressive fields can also have dependencies based on previously completed forms. This next level of contact information can empower your sales team to make deeper connections with your leads. Make sure that you only replace forms on a staging site or in drafts until you have everything connected and launched!

You’ve done it; you’ve gotten this far; now you just need to hit that button. Stressful, I know. When it’s time to make the switch from Pardot to HubSpot, there are a number of items to complete at once. Swap the forms from Pardot to HubSpot, and configure redirects from Pardot pages to new HubSpot pages. Then activate your HubSpot workflows and deactivate your Pardot Engagement Studio programs and automation rules. Last but not least, QA test all forms, workflows, and auto-response emails. Now you are truly done. 

If you are looking for some SAGE’ advice, Talk to our Hubspot experts at SAGE that will help you unlock your marketing success!

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