Migrate from Adobe Marketo Engage to Twenty CRM

Marketo Persons migrate to Twenty Contacts. Email address is the dedupe key. We preserve the original Marketo createdAt and updatedAt timestamps as custom fields on the Twenty Contact for audit and segmentation purposes. Lifecycle stage information from Marketo (if populated via CRM sync) migrates to a custom text field on Contact.

Marketo Company records map directly to Twenty Accounts. The domain field from Marketo populates the Account website field and is used as a secondary dedupe key alongside the Account name. We create Accounts before Contact import so that the Account-Contact relationship is satisfied at the moment of insert.

Marketo Opportunity records map to Twenty Deals. The opportunity amount, close date, and stage name migrate directly. We resolve the parent Account reference during import so that the Deal is linked to the correct Account at creation. Opportunity stage probability values migrate to a custom numeric field on Deal for forecasting reference.

Marketo email engagement activities (Visit Web Page, Click Link on Web Page, Open Email, Click Email) migrate to Twenty Email records linked to the Contact. Each activity type becomes a distinct record with the activity timestamp preserved. We extract these from the Activity bulk endpoint rather than from Person record field exports.

Marketo form fill data lives as activity records, not as fields on the Person record. We extract Filled Out Form activities via the Activity API endpoint and create Twenty Note records per form submission, linked to the Contact. The Note captures form name, submission date, and field values as structured text.

Marketo Custom Objects with a single link field migrate to Twenty custom objects. We pre-create the destination schema in Twenty's database before any data import, including all custom fields, field types (string, integer, date, currency, checkbox), and the relationship field pointing to Contact or Account.

Marketo Custom Objects with two link fields use an intermediary object to create many-to-many relationships. We translate this into a custom object plus a junction table in Twenty that replicates the relationship. Both custom object records and junction records are migrated together to preserve referential integrity.

Marketo Static Lists hold a fixed set of Person records. We extract the membership records and create Twenty List objects with Contact references. Lists that drive segmentation in Marketo become Lists in Twenty that can be used for bulk actions and reporting. Note that list membership logic (dynamic lists, smart lists) cannot migrate as rules and must be rebuilt manually.

Marketo Programs (Email Programs, Event Programs, Default Programs) carry period costs, tags, and channel assignments. Twenty has no direct Program equivalent. We extract Program metadata (name, channel, tags, period cost) and deliver it as a structured document that the customer's admin uses to recreate Programs as Campaigns or custom objects in Twenty. Program membership (which Persons were in which Program) migrates as Tags on the Contact record.

Marketo Smart Campaigns contain Smart List filters, trigger conditions, and flow steps. We extract the campaign structure as structured JSON and deliver it as a written campaign map with trigger events, conditions, and flow actions documented for rebuild in Twenty's workflow builder. We do not migrate Smart Campaign logic as executable code.

Marketo lead and contact scoring models (demographic and behavioral) are stored as configuration, not as data records. We extract scoring rules as structured metadata per model and deliver a mapping document that describes each scoring criterion, its weight, and its recommended implementation in Twenty's workflow or property automation. Scoring values on individual Persons do not migrate as static scores; they are deprecated in favor of recalculation in Twenty.

Marketo Users referenced on Person, Company, and Opportunity records resolve to Twenty Users via email match. Any Marketo User without a matching Twenty User is held in a reconciliation queue for the customer's admin to provision before record import resumes.