Migrate from Marketing Optimizer to HubSpot

Marketing Optimizer leads map to HubSpot contacts. We preserve the original create date as a custom datetime field since HubSpot's built-in create date reflects migration time. All contact properties including custom fields migrate as HubSpot custom properties (API names ending in __c).

Marketing Optimizer's lead status values map to HubSpot lifecycle_stage. We perform value-by-value mapping: each distinct Marketing Optimizer status picks a HubSpot lifecycle value (subscriber, lead, MQL, SQL, opportunity, customer). Unmapped statuses default to 'lead' and are flagged in the pre-migration diff report.

Marketing Optimizer company records map directly to HubSpot companies. Company name, domain, industry, employee count, and annual revenue migrate to their HubSpot equivalents. Industry pick-list values require value-mapping against HubSpot's industry list since not all values align. If a company record lacks a domain, we generate a placeholder using the company name for HubSpot's required domain field, and we flag it for manual verification after migration.

Marketing Optimizer deals map to HubSpot deals. Each deal inherits the company via the Company ID association. Deal amount, name, close date, and owner migrate directly. Pipeline and stage require mapping if Marketing Optimizer uses a pipeline concept. We also preserve the original deal create date as a custom datetime property, ensuring historical reporting reflects the true opportunity creation timeline.

If Marketing Optimizer tracks multiple deal stages or pipelines, we map them to HubSpot deal pipelines. Each distinct Marketing Optimizer pipeline becomes a separate HubSpot pipeline. Stage names map via value-mapping to HubSpot stage names within each pipeline. If Marketing Optimizer defines stage probabilities, we transfer those values as custom number properties on each stage, allowing you to keep your existing forecast accuracy in HubSpot.

Marketing Optimizer campaigns migrate to HubSpot campaigns. Contact membership in each campaign is preserved as HubSpot campaign membership. Campaign type (email, event, etc.) maps to HubSpot's campaign type pick-list. Campaign-level analytics migrate as custom properties for continuity. We also create HubSpot lists that reflect Marketing Optimizer audience segments, enabling you to reuse these groups in HubSpot's email and workflow tools.

Marketing Optimizer activity records map to HubSpot engagements. Calls become HubSpot call engagements with subject, duration, and outcome. Emails become email engagements linked to the contact record. Meetings map to HubSpot meetings with start/end times and owner preserved. Notes are stored as HubSpot note engagements, with the original body text and creation timestamp retained for audit trails.

File attachments associated with Marketing Optimizer records are downloaded and re-uploaded to HubSpot Files. Files are linked to the parent record (contact, company, or deal) using HubSpot's file association API. File size limits (HubSpot default 25MB per file) apply; larger files are flagged for chunked upload.

Any Marketing Optimizer custom fields migrate as HubSpot custom properties. We create the property in HubSpot with the matching field type (text, number, date, pick-list, etc.) before migration. Field labels and API names follow HubSpot's naming conventions. Enterprise-tier custom objects map to HubSpot custom objects if the account supports them.

Marketing Optimizer user records are resolved by email against HubSpot users. Matched users become deal owners and activity owners in HubSpot. Unmatched owners are flagged before migration — your team can invite them to HubSpot first or assign their records to a fallback owner. This prevents orphaned records.

Marketing Optimizer's internal record ID is stored as a custom string property on each HubSpot record. This enables delta-run de-duplication, rollback traceability, and cross-reference for your team during the transition window. We recommend retaining this field permanently for audit purposes.