Migrate your Adobe Marketo Engage data

Persons (internally called Leads) are the core record in Marketo. All non-salesperson records — prospects, suspects, contacts — live here regardless of lifecycle stage. Standard fields (email, firstName, lastName, companyName) and all custom person fields are accessible via REST and Bulk Extract API. We migrate persons 1:1 and map lifecycle stage transitions explicitly.

Company records are linked to Persons via a link field. When the Native Salesforce or MS Dynamics CRM connection is enabled, Company, Opportunity, and Opportunity Role objects are read-only — we note this constraint during migration scoping to avoid writing conflicts on synced instances.

Opportunities are linked to Companies and Persons. Their schema mirrors CRM Opportunity fields, but Marketo Opportunity records are derived from CRM sync. When migrating away from Marketo, we preserve opportunity associations and revenue data as activity-adjacent records, mapping them to the destination CRM's opportunity object.

Programs are the container artifact — Email Programs, Event Programs, Engagement Programs, and Default Programs. They carry period costs, tags, and channel assignments. We do not migrate Program assets (emails, landing pages) unless explicitly scoped; Program membership and period cost data are migrated to equivalent structures in the destination.

Smart Campaigns contain the campaign logic: Smart List filters, trigger conditions, and flow steps. Smart Campaign structure is complex and destination-dependent. We extract the campaign logic as structured data and map it to destination campaign or automation equivalents, flagging flow steps that have no direct counterpart.

Custom Objects support one-to-many (single link field) and many-to-many (two link fields via an intermediary object) relationships. They can be used as filters and triggers in Smart Campaigns. We migrate Custom Object records and their relationships, but note that complex many-to-many structures require schema alignment at the destination. Availability is a paid add-on not purchased by all customers.

Activities are the behavioral event log — email opens, page views, form fills, web visits, score changes. Form fill data is stored as activity records, not as fields on the Person record. We extract activity history via the Bulk Activity Extract API and migrate it as a time-series event log into the destination system.

Custom Activities are user-defined event types beyond the ~70 standard activity types. They follow the same bulk extract pattern as Standard Activities but require explicit field mapping to the destination schema.

Static Lists hold a fixed set of Person records. When migrating into Marketo, we can push audience memberships to static lists via the Adobe Experience Platform destination connector (V2). When migrating out, we export list membership and map it to the destination's segment or audience concept.

Engagement Programs hold up to 25 Streams, each supporting up to 125 content items. This is a Marketo-specific artifact with no direct equivalent in most CRMs or MAPs. We extract the stream structure and content assignment, but downstream campaign logic may need manual rebuilding.

Channels classify Programs (Email, Event, Webinar, etc.) and Tags provide freeform categorization. We preserve channel and tag assignments as label/tag arrays on Program records during migration.

Available on Prime and above, Workspaces and Partitions isolate data by brand or region. They require explicit mapping at the destination to equivalent partition or workspace concepts. Availability depends on the customer's Marketo tier.

Sandbox is a paid add-on providing a non-production Marketo instance for testing. It is not a data object to migrate — it is a separate environment entirely. We do not migrate sandbox instances unless explicitly scoped as the migration source.

Lead and contact scoring models (demographic and behavioral) are stored as configuration, not as data records. We extract scoring rules as structured metadata and note that destination MAPs require manual rebuilding of equivalent scoring logic.