Migrate from Adobe Marketo Engage to Pipedrive

Marketo Person records map to Pipedrive Person. Email is the dedupe key. Marketo lifecycle stage values (subscriber, lead, MQL, SQL, customer) are preserved verbatim in a custom Person field lifecycle_stage__c that the Pipedrive admin can use for segmentation. All standard Person fields (firstName, lastName, email, phone, title, address) map directly.

Marketo Company records map to Pipedrive Organization. The Organization is created before Person import so that the Person-Organization link field is satisfied at import time. Company domain maps to Organization website. Industry, employee count, and annual revenue preserve in custom Organization fields.

Marketo Opportunity records map to Pipedrive Deal. The Opportunity stage maps to a Pipedrive pipeline stage. Probability percentage migrates to a custom Deal field because Pipedrive's native stage probability is computed per stage rather than per record. Owner assignment resolves via email match to Pipedrive User.

Marketo Programs (Email, Event, Default) map to Pipedrive Activities. Each Program generates a completed Activity record with Program name, type, and period cost preserved in Activity description. Program Tags and Channel assignments migrate as Pipedrive Labels that we create during schema setup. Engagement Programs and Streams are documented as Activity sequences requiring manual rebuild in Pipedrive Goals.

Smart Campaign structure (Smart List filters, trigger conditions, flow steps) is extracted as a structured JSON artifact and documented in a Smart Campaign inventory delivered to the customer. Pipedrive Workflows use a different event model (object-based triggers rather than list-based filters), so no Smart Campaign logic migrates as code. The customer's Pipedrive admin rebuilds campaign logic in Pipedrive Workflows using the inventory as a reference.

Marketo engagement activities (email send, email open, email click, call, meeting, task) map to Pipedrive Activity records of the matching type. Activity date, subject, and body preserve. For email open and click activities without a distinct subject, we generate a subject from the Marketo email asset name and link type. Attendee and participant lists for meetings migrate as Activity participants linked to Person records.

Marketo behavioral events (Filled Out Form, Visit Webpage, Change Score) do not map to a native Pipedrive Activity type. We aggregate the most recent five events per event type into structured custom fields on the Person record (e.g., last_form_fill_date__c, last_page_visited__c, last_score_change__c, last_score_value__c). Full event history is preserved as a JSON artifact in a Person custom long-text field for audit and future analysis.

Marketo Static List membership is extracted as a Person-label mapping. We create Pipedrive Labels matching the Static List names and apply them to the Person records that were members. This preserves list membership as a segmentation signal without migrating the static list artifact itself.

Marketo user-defined Custom Activities follow the same extraction pattern as Standard Activities and map to Pipedrive Activity records. The custom activity type name is preserved in a custom activity_type__c picklist field on the Activity. Custom Activity field values map to custom Activity fields that we pre-create in Pipedrive during schema setup.

Marketo Custom Objects (single-link and many-to-many variants) map to Pipedrive custom objects. We pre-create the destination schema including all custom fields and relationship fields before data import. One-to-many relationships map to Pipedrive custom objects linked to Person or Organization via a custom ID field; many-to-many relationships require a junction object in Pipedrive mirroring the Marketo intermediary.

Lead and contact scores are extracted as numeric values and stored in a custom Person field score__c. The scoring model structure (thresholds, tier names, contributing factors) is documented as a written scoring model inventory for the customer's Pipedrive admin to implement using Pipedrive Goals or a third-party scoring integration.

Marketo links Persons to Companies via a link field. During migration, we resolve the Marketo Company ID to the Pipedrive Organization ID and set the Person.organization_id field to maintain the relationship. Persons with no Company link are imported as Persons without an Organization link in Pipedrive.