Migrate from Adobe Marketo Engage to HighLevel

Marketo Person records map directly to GoHighLevel Contacts. We extract all standard fields (firstName, lastName, email, phone, mobilePhone, title, city, state, country) via the Marketo Bulk Extract API for large sets or REST API for smaller audiences. The Marketo person id becomes a custom field marketo_id__c used for dedupe validation. Any unsubscribed status in Marketo sets the GoHighLevel Contact.emailOptStatus field appropriately.

Marketo Company records map to GoHighLevel Company records with domain-based dedupe. The Marketo company id becomes company.marketo_id__c for reconciliation. When Marketo's native CRM sync is active, Company records are read-only in Marketo; we note this during scoping and confirm with the customer whether CRM-sourced company data should be re-synced post-migration from the customer's CRM.

Marketo Opportunity records map to GoHighLevel Opportunities. The Marketo opportunity id is preserved in opportunity.marketo_id__c. Stage names map via a customer-approved stage matrix we define during scoping. When Marketo Opportunity records are CRM-derived (via Salesforce or Dynamics sync), we migrate the data as-is and the customer may need to re-establish CRM sync post-migration.

Marketo Programs (Email, Event, Engagement, Default) have no single GoHighLevel equivalent. We extract the Program name, channel, period cost, and tag assignments and reconstruct them as GoHighLevel Tags on the relevant Contacts and Opportunities. Channel classification (Email, Event, Webinar) migrates to a tag category named Program_Channel. This is a documentation-level mapping, not a structural migration, since Programs are containers with no GoHighLevel analog.

Smart Campaign logic (Smart List filters, trigger conditions, flow steps) does not migrate as automation code. We extract the campaign structure as a written inventory document with trigger type, filter logic, flow actions, and channel assignments for the customer's GoHighLevel admin to rebuild as workflows. This is explicitly out of scope for data migration per FlitStack AI's standard service definition.

Marketo standard activities (Visit Web Page, Click Email, Open Email, Filled Out Form) are stored as discrete activity records linked to the Person. We summarize aggregate activity counts as GoHighLevel Contact tags (e.g., email_opened_5x, form_submitted_2x) rather than individual activity rows, because GoHighLevel's native activity model does not replicate Marketo's behavioral event log at the same granularity. The summary is computed from the Marketo Activities API export.

Form fill data lives in Marketo Filled Out Form Activity records, not in Person record fields. We extract the full form submission history via the Marketo Activities API endpoint, mapping each form field to a Contact custom field or a custom GoHighLevel Form_Submission record linked by Contact. This distinction from Marketo Smart List exports is critical: we do not use Smart List exports for form data because they export current field values only, not the historical submission event.

Marketo Static Lists are fixed sets of Person records. We migrate membership as GoHighLevel Groups, creating a Group per Static List and assigning the corresponding Contacts. Static List names become Group names, and we preserve a tag marketo_static_list_{listname} on each Contact for audit traceability.

Marketo Engagement Programs with Streams (up to 25 per program, 125 content items per stream) have no direct GoHighLevel equivalent. We extract the program name, stream names, and content item titles as a written inventory document. Contacts enrolled in a given Engagement Program receive a tag enrollment_marketo_{programname}. The customer's GoHighLevel admin rebuilds the cadence as a workflow sequence using GoHighLevel's automation builder with the program inventory as the reference spec.

Marketo lead scoring rules (demographic and behavioral) are stored as configuration, not as data records. We extract scoring rules as structured metadata and compute the final score for each Person at migration time, populating the result as a GoHighLevel Contact custom field (e.g., lead_score__c). GoHighLevel does not have a native scoring model engine; scores are maintained via workflow-driven custom field updates post-migration.