Migrate from Salesforce Marketing Cloud Account Engagement to Twenty CRM

Prospects are the core object in Account Engagement and map directly to Twenty CRM Contacts. The Pardot v5 API returns Prospects with their Custom Field values, Tags, and Scoring Category assignments. We use the email address field (email) as the dedupe key during import, applying a three-pass strategy: exact email match, normalised match (stripped of case and punctuation), then flagged for manual resolution. Any Salesforce Contact ID stored on the Prospect record is preserved in a custom field sf_contact_id__c for reference. Prospect status, source, and campaign attribution migrate as Contact standard fields or custom fields.

Account Engagement does not have a native Account object — Prospects are associated to Accounts via the Salesforce CRM sync. If Salesforce Accounts and Opportunities are co-migrated, we map them to Twenty CRM Companies and Deals respectively. The Salesforce Account Name becomes the Twenty Company name, and the Account Website, Industry, and Phone migrate as Company fields. If no Salesforce CRM data is included in scope, we create Companies from the Prospect's company name field with the company domain used to enrich records via the Twenty API.

When Salesforce Contacts are co-migrated alongside Prospects, we deduplicate by email address — a Contact with the same email as a migrated Prospect merges into the existing Contact record rather than creating a duplicate. The Salesforce Contact's Title, Phone, and custom fields migrate as Contact standard and custom fields. Owner mapping resolves the Salesforce User email to a Twenty user by email match; any unresolved Owner is held in a reconciliation queue for admin provisioning.

Account Engagement does not manage Opportunities internally — they live in Salesforce CRM and are referenced on Prospects. If Salesforce Opportunities are in scope, we map them to Twenty CRM Deals with the Opportunity Name as Deal name, Amount, CloseDate, and StageName mapped to Twenty's Deal amount, close_date, and stage fields. Salesforce Opportunity custom fields migrate as Twenty Deal custom fields. The linked Account maps to the Twenty Company via the Company lookup.

Account Engagement Campaigns track marketing initiative performance and link to Salesforce Campaigns. We export Campaign metadata (name, type, status, start and end dates, budget cost) and Prospect-level activity data per Campaign. In Twenty CRM, we create a Campaign custom object with name, type, start_date, and budget fields, then link Contacts via a Campaign custom relationship field. Prospect-level engagement data (opens, clicks, form submissions) attaches to the Contact record as a tagged activity log. If the customer prefers a lighter-weight approach, Campaign names migrate as Tags on the Contact records.

Custom Fields are first-class objects in the Pardot v5 API with full CRUD support. We export all Custom Field definitions — label, type, associated Tags — and their values per Prospect record. Field types (text, date, numeric, dropdown, checkbox) map to their equivalent Twenty CRM custom field types. Custom field values migrate as rows against the Contact record during the Prospects import phase. Field-level validation rules in Account Engagement are noted for admin reference but do not enforce in Twenty without equivalent configuration.

Tags in Account Engagement are used for Prospect segmentation and attach to Prospects and Custom Fields. We export tag definitions and their assignments per Prospect. Tags merge cleanly into Twenty CRM as Contact Tags. During import, each tag is applied to the corresponding Contact record. Tags used for marketing segmentation become Sales Tags in Twenty — the customer's team assigns sales-stage and segment-based meanings post-migration.

Scoring Categories in Account Engagement define named buckets for categorising prospect scores (e.g., behavioural score versus demographic score). We export category definitions and their weight rules as numeric values per Prospect. Each Scoring Category becomes a numeric custom field on the Twenty CRM Contact record (e.g., behavioural_score__c, demographic_score__c). Scoring logic is not recalculated at the destination — the exported numeric values are the final score at migration time. If Einstein AI scoring is in use, the absolute score migrates as a read-only custom field; rebuilding the predictive model in Twenty is outside standard scope.

Static Lists in Account Engagement segment Prospects for targeted campaigns. We export list memberships as Contact-tag associations. Each static list becomes a Group in Twenty CRM with the members listed. Dynamic Lists with rule-based criteria cannot migrate as active lists because the rule engine differs between platforms; we export the list criteria as a written definition document for the customer to rebuild as a filter or segment in Twenty. List-level engagement statistics (send volume, open rate) are noted for reporting rebuild reference.

Email Templates contain HTML content, dynamic content blocks, and merge fields. We export template HTML and metadata. The primary technical challenge is that Pardot uses double-brace merge field syntax (%%first_name%%) which differs from Twenty's template syntax. We rewrite standard merge fields as part of the export step, mapping %%first_name%% to the equivalent Twenty contact field token. Templates with complex branching logic, dynamic content blocks, or conditional display rules are flagged for manual review and reconstruction at the destination because these cannot be reliably automated across platform syntaxes.

Engagement Programs and Automation Rules in Account Engagement reference Prospects, Campaigns, Forms, and Landing Pages by internal Pardot IDs that do not exist in Twenty CRM. We do not migrate them as code. During scoping, we document the existing program structure — trigger conditions, step sequences, completion actions, wait conditions, and exit criteria — in a written inventory with a recommended Twenty equivalent (task sequences, manual follow-up workflows, or a third-party sales engagement tool if the customer chooses one). The customer's team rebuilds the programs post-migration based on the inventory document.