Migrate from Salesforce Marketing Cloud Account Engagement to HubSpot

MCAE prospects map to HubSpot contacts by email match. Standard fields (first name, last name, email, phone, title) migrate directly. Scoring and grade fields become HubSpot custom numeric properties since HubSpot does not calculate them automatically. Original MCAE create dates are preserved as a custom datetime property because HubSpot's createdate is set at import time.

MCAE prospects carry company name and website as prospect fields. We create a HubSpot company record per unique company name and associate it to the contact via HubSpot's primary company link. If the same company appears under multiple spellings in MCAE, we surface duplicates for your team to resolve before the full migration runs.

MCAE campaigns become HubSpot campaigns in the Campaigns app for attribution tracking. Campaign membership (which prospects were in which campaign) is preserved by adding campaign names as a multi-value contact property and creating HubSpot lists for each active campaign. MCAE campaign type and cost fields are stored as custom campaign properties for budget reporting continuity.

MCAE Engagement Programs (multi-step nurture sequences) have no HubSpot equivalent and cannot be migrated. We export each program's structure — step names, wait intervals, trigger conditions, and email content — as a structured JSON reference document. Your HubSpot admin uses this to rebuild equivalent workflows in HubSpot's workflow tool.

MCAE behavioral score and demographic grade are stored as separate numeric fields on the prospect. These become HubSpot custom contact properties (e.g., MCAE_Behavioral_Score__c, MCAE_Grade__c). HubSpot does not calculate or auto-display these values — they are stored for reference and can power HubSpot list filters, but your team decides how to use them in HubSpot reporting.

MCAE forms and form handlers cannot be exported as reusable assets. We export form field names, field types, and thank-you page URLs as a mapping reference. HubSpot forms are rebuilt in the HubSpot form builder — MCAE field labels map to HubSpot contact properties using the exported reference so field associations carry over.

MCAE landing pages and page views per prospect are recorded as activity history but the page assets themselves do not migrate. We export page URLs, page names, and the number of page views per prospect as engagement data attached to the contact record. Landing pages are rebuilt in HubSpot's landing page tool using the exported page structure as a reference.

MCAE email template HTML and subject lines are exported as plain text reference files. HubSpot's email template library does not accept bulk imports of HTML assets — templates are rebuilt manually or with the drag-and-drop editor. We provide the exported HTML and subject line data so your team can recreate them efficiently in HubSpot.

MCAE custom objects (Plus tier and above) map 1:1 to HubSpot custom objects. Custom object relationships in MCAE that use N:N associations need HubSpot's custom object associations to be defined. We deliver a custom object schema plan before migration so HubSpot side has the correct object definitions ready for data to land.

MCAE engagement activities (email opens, link clicks, form submissions, page views) are preserved as HubSpot contact timeline activities with original timestamps and associated campaigns. The activity type labels are normalized to HubSpot's timeline event format so they appear in the contact's activity feed.

MCAE prospect email opt-out status is mapped to HubSpot's contact.email_optout property during migration. This ensures your HubSpot suppression lists reflect the exact opt-out state from MCAE at cutover time, so you do not inadvertently email unsubscribed contacts after the migration.

MCAE prospects can be assigned to MCAE users or Salesforce CRM owners. Owner resolution happens by matching the owner email address against HubSpot user emails. Unmatched owners are flagged before migration so your team can either invite them to HubSpot or assign their records to a fallback HubSpot owner.