Exelement.co

Overview

HubSpot and Marketo are two of the most widely deployed marketing platforms in the B2B space, and many organisations find themselves running both simultaneously. The most common scenario is migration: a company that has committed to moving from Marketo to HubSpot (or the reverse) needs both systems to operate reliably during the transition, with contact data and activity staying consistent across the period. The second scenario is deliberate: some organisations use Marketo for enterprise-scale campaign automation and HubSpot for CRM and sales-side marketing — and need data to flow between them reliably.

There is no native connector between HubSpot and Marketo. Both are managed by different parent companies (HubSpot, Inc. and Adobe), and neither has incentive to build a first-party integration to the other. Tools like Zapier can create simple trigger-based connections, but they lack the field mapping depth, error handling, and operational reliability required for contact databases of any meaningful size. SyncCloud provides a managed, monitored integration built specifically for this use case — with full field mapping, deduplication logic, and direct support.

What you can do

Use cases

Contact data sync during platform migration

When migrating from Marketo to HubSpot (or vice versa), both systems need to hold consistent contact data for the duration of the migration period. New contacts, opt-out changes, and engagement data created in one platform must be reflected in the other in near real-time. SyncCloud manages this bidirectional sync with deduplication logic to prevent duplicate records accumulating during the transition.

Lead lifecycle stage alignment

Marketo and HubSpot use different lifecycle stage models and naming conventions. A contact who progresses from MQL to SQL in Marketo needs to reflect that change in HubSpot, and vice versa. SyncCloud maps lifecycle stages between the two systems based on your specific definitions — not a generic field mapping — ensuring that the sales team's view of lead status is consistent regardless of which platform each record originated in.

Opt-out and consent data integrity

Email opt-outs and marketing consent records are legally significant and operationally critical. An opt-out registered in Marketo must be honoured by HubSpot immediately, and vice versa. SyncCloud prioritises opt-out and consent field sync at the highest frequency, with error handling that flags and alerts on any failure to propagate a consent change. This is a data quality and compliance requirement, not just a convenience.

Campaign response data across platforms

In dual-platform architectures where Marketo runs large-scale campaigns and HubSpot manages CRM and sales activity, campaign response data from Marketo — email opens, form fills, event registrations — can be synced to HubSpot contact records. Sales teams in HubSpot gain marketing engagement context without needing Marketo access, improving the quality of sales follow-up and enabling better lead prioritisation.

The managed service

How SyncCloud works

SyncCloud manages the HubSpot–Marketo integration end to end. There is no native connector to configure — SyncCloud builds the integration directly against both platforms' APIs. We begin with a scoping session covering your contact data model in both systems, the specific fields that need to sync, lifecycle stage mapping logic, and opt-out handling requirements.

For migration scenarios, we also define the sync schedule and the transition criteria that will signal when the integration can be wound down. For ongoing dual-platform architectures, we operate the integration as a permanent managed service. In either case, SyncCloud monitors the data flow, manages API changes, handles error logging, and provides direct support from Exelement's team — not a general support queue.

Setup and requirements

Technical notes

HubSpot and Marketo both have comprehensive REST APIs. There is no pre-built native connector between them. SyncCloud builds directly against both APIs. Marketo API rate limits are a significant consideration for databases above 100,000 contacts; rate limit management is built into SyncCloud's integration logic.

Standard implementation — contact sync, lifecycle stage mapping, opt-out handling — runs 3–6 weeks with both sandbox environments available. Migration scenarios may require additional deduplication and data quality work at the outset, which should be scoped and priced separately. Marketo programme data sync adds complexity and should be raised during scoping.

Bi-directional · 3–6 weeks setup

Ready to connect HubSpot with Marketo?

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European B2B SaaS company, HubSpot CRM + Marketo Engage — bidirectional contact sync and lifecycle stage alignment supporting an 18-month platform migration without data integrity incidents.

What our clients are saying.

“We can finally trigger personalized engagement campaigns based on CRM changes, not just marketing activities – improving our campaigns for onboarding, cross-sell, up-sell and re-engagement.”

“Lead follow-ups that used to take days now happen within minutes, thanks to seamless handoff between marketing and sales.”

“Exelement always have great solutions and quick help when it comes to HubSpot sales processes and automation!
The service is on top!”

“Since integrating our CRM and marketing automation, we've achieved accuracy in campaign ROI reporting—finally making data-driven budget decisions.”

“Our sales team now sees the entire buyer journey—email clicks, page views, webinar attendance—leading to a 30% higher conversion rate from MQL to SQL.”

“With marketing activity tracking in our CRM, our sales reps are 40% more likely to engage with leads at the right moment.”

“Lead scoring is finally aligned between teams, and it's increased qualified lead velocity by 35%.”

“We now see campaign performance right inside our CRM, reducing reporting time by 70%."”

“We’ve gone from siloed metrics to unified funnel reporting, which improved our forecasting accuracy significantly”

“Integration brought our sales and marketing teams together—now we actually share the same pipeline goals and KPIs.”

“We've automated lead stages and reduced manual processing time by over 50%.”

“Personalization got a serious upgrade—using up to date CRM data, we increased email engagement by 60%.”

Featured case study

Sync HubSpot and Marketo during migration or dual-platform operation