Pardot to HubSpot Migration: A Strategic Checklist for Marketing & RevOps Teams

Migrating from Pardot to HubSpot is more than a technical exercise — it’s a strategic opportunity to improve data quality, simplify automation, and better align marketing and revenue operations.

Done poorly, migrations introduce risk: lost data, broken automations, and frustrated teams. Done well, they create a cleaner foundation for scalable growth.

This guide outlines a proven, consultant-led checklist Wendt Partners uses to help organizations migrate from Pardot to HubSpot with confidence.

Before You Begin: Set the Foundation

Before touching HubSpot, export all historical data from Pardot and store it securely. Even if some data won’t be re-imported, having a complete archive protects you from surprises later.

Naming Conventions Matter More Than You Think

HubSpot rewards clarity and consistency. We recommend:

• Starting asset names with a date (YYYYMM or YYYYMMDD)
• Using 3–4 descriptive words

Examples:

• Campaigns: 2024Q1 Customer Nurture
• Emails: 20240215 Product Update
• Files: Webinar Header Image

This small step pays dividends long after the migration is complete.

Step 1: Rebuild Your Contacts & Lists the Right Way

Your contact database is the backbone of HubSpot — and the most common migration failure point.

Best practice: recreate lists first, then import contacts.

1. In HubSpot, navigate to Contacts → Lists → Create List
2. Decide between:
   • Active lists (auto-updating based on criteria)
   • Static lists (manual control)
3. In Pardot, export contacts via Prospects → Tools → CSV Export
4. Always choose Full Export to preserve custom fields
5. Clean and normalize data before importing
6. Create matching custom properties in HubSpot before upload
   
   

Wendt Partners insight: Migration is the ideal time to remove outdated fields and standardize property naming. Don’t carry technical debt forward.

Step 2: Translate (and Improve) Lead Scoring

Pardot and HubSpot approach lead scoring differently — which is a good thing.

Instead of copying scores blindly:

1. Document Pardot scoring criteria and point values
2. Rebuild scoring in HubSpot’s 0–100 model
3. Apply scoring using workflows, form submissions, and behavioral rules

This is your opportunity to align scoring more closely with real buyer intent and sales feedback.

Step 3: Migrate Email Content with Intent

For most teams, email migration is straightforward:

• Copy and paste plain text emails into HubSpot list emails
• Download and re-upload all image assets
• Rebuild dynamic or heavily customized emails using exported HTML

If emails rely on complex logic or personalization, this is where technical review pays off.

Step 4: Recreate Automation Campaigns Thoughtfully

Pardot automation rules and engagement programs won’t map perfectly to HubSpot workflows — and that’s okay.

1. Open Pardot and HubSpot side by side
2. Recreate automations in Automation → Workflows
3. Focus on outcomes, not 1:1 feature parity
4. Test everything before shutting down Pardot

HubSpot often allows simpler automation once rebuilt correctly.

Step 5: Rebuild Landing Pages (Without Overengineering)

Landing page migration follows a familiar pattern:

• Copy content from Pardot
• Rebuild pages in Marketing → Website → Landing Pages
• Use HubSpot templates for structure and speed
• Migrate custom HTML only when truly necessary
• Recreate all associated forms and follow-up actions

For most teams, HubSpot templates get you 90% of the way there — faster.

Step 6: Recreate Forms & Follow-Up Actions

Pardot “completion actions” become follow-up options in HubSpot.

• Rebuild forms in Marketing → Lead Capture → Forms
• Reapply notifications, autoresponders, and workflows
• Validate routing and internal alerts

This step ensures leads don’t fall through the cracks post-migration.

Step 7: Migrate Files & Assets (and Fix Broken Links)

Finally:

1. Export all files and gated assets from Pardot
2. Upload them into Marketing → Files in HubSpot
3. Relink assets across emails and landing pages

Skipping this step leads to broken images and poor user experiences.

Final Thoughts: Migration Is a Strategy, Not a Task

Depending on data volume and automation complexity, a Pardot-to-HubSpot migration can take anywhere from a few days to several weeks.

The difference between success and frustration usually comes down to planning, sequencing, and knowing where HubSpot offers better alternatives.

If your team wants expert guidance, Wendt Partners specializes in HubSpot migrations that don’t just replicate systems — they improve them.