Most clients use HubSpot’s native Marketo integration to sync core contact and company records. Where we come in is everything that native sync doesn’t handle: historical engagement and activity data — emails sent, opens, clicks, form fills, and other activity history — migrated into HubSpot as custom behavioral events, fully associated with the correct contact records

Not from our side, but there’s an important caveat worth knowing upfront: Marketo itself doesn’t retain all activity data indefinitely. Standard lead activity is retained for a rolling 25 months, while certain high-volume activity types (commonly email opens) may only be retained for 90 days. We migrate everything Marketo still has — but we can’t recover data Marketo has already aged out before migration begins.

A single score tells you where a contact ended up, not how they got there. Without the underlying event history, you lose the ability to build recency-based automation (“re-engage if inactive 90 days”), trend and attribution reporting, and the day-to-day context your sales team relies on when they open a record. We preserve the full activity trail, not just a snapshot number.

Yes — every migrated activity carries its real historical timestamp, not the date of migration. This matters more than it sounds: without accurate dates, every migrated contact would look like they just became active today, which breaks recency-based workflows and makes trend reporting meaningless.

Yes. Once migrated as custom events, your team can build custom reports and dashboards in HubSpot’s report builder, and use the migrated activity in attribution reporting. One technical note: HubSpot’s report builder uses one custom event per report, so a metric like “open rate” (which needs both sends and opens) is built as two linked reports rather than a single native calculation — we can walk you through the cleanest way to set this up.

We can migrate the final score value as a property, but lead scoring logic itself is a model, not a data field, and it needs to be rebuilt in HubSpot rather than copied. Marketo and HubSpot score fundamentally differently (Marketo typically separates demographic and behavioral scoring; HubSpot’s model is usually simpler and cumulative), so porting a stale score without rebuilding the logic behind it often does more harm than good.

No. Activity migration is a one-time historical backfill that runs independently of your ongoing native sync. We match each migrated activity to the HubSpot contact record your native sync has already created, so the two processes don’t conflict.

Active API access to your Marketo instance, confirmation of your native HubSpot-Marketo sync setup, and ideally a deduplication pass on your Marketo contact database beforehand. We’ll also ask which activity types matter most to you, since not everyone needs every type of historical event migrated.