# How to Migrate from Pardot to HubSpot Without Losing Data or Rankings in 2026 ## Table of Contents - [Introduction](#introduction) - [Why Companies Migrate from Pardot to HubSpot](#why-companies-migrate-from-pardot-to-hubspot) - [What Can Be Migrated from Pardot to HubSpot](#what-can-be-migrated-from-pardot-to-hubspot) - [Phases of the Pardot to HubSpot Migration](#phases-of-the-pardot-to-hubspot-migration) - [Migrating Contacts and Data](#migrating-contacts-and-data) - [Migrating Emails and Templates](#migrating-emails-and-templates) - [Migrating Forms and Landing Pages](#migrating-forms-and-landing-pages) - [Migrating Automation Rules and Engagement Programmes](#migrating-automation-rules-and-engagement-programmes) - [Migrating Lead Scoring](#migrating-lead-scoring) - [Managing SEO During Migration](#managing-seo-during-migration) - [Common Mistakes in Pardot to HubSpot Migration](#common-mistakes-in-pardot-to-hubspot-migration) - [Frequently Asked Questions](#frequently-asked-questions) - [Conclusion](#conclusion) - [References](#references) --- ## Introduction Migrating from Pardot to HubSpot is one of the most common platform change projects in the B2B marketing automation ecosystem in 2026. The reasons are varied: Pardot's increasing cost, the platform's complexity, the lack of native integration with non-Salesforce tools, or simply the desire to consolidate the marketing and sales stack into a single platform. A well-planned migration can be completed without losing data, without interrupting active campaigns and without affecting the SEO ranking of landing pages. This guide covers the entire process step by step. --- ## Why Companies Migrate from Pardot to HubSpot ### Main Reasons for Migrating The most common reasons why companies decide to migrate from Pardot to HubSpot in 2026 are: **Cost:** Pardot is significantly more expensive than HubSpot for mid-sized companies. The Pardot Plus plan costs ~£25,000/year for 10,000 contacts; HubSpot Marketing Hub Professional costs ~£8,000/year for the same volume. **Ease of use:** HubSpot is more intuitive and easier to use than Pardot. Marketing teams can manage HubSpot more autonomously, without depending on technical resources. **Integration ecosystem:** HubSpot has more than 1,500 native integrations; Pardot is designed primarily for the Salesforce ecosystem. **Native CRM:** HubSpot includes a native CRM that many companies prefer to Salesforce for its simplicity and cost. **Support and community:** HubSpot has a larger user community, more documentation and more free training resources. --- ## What Can Be Migrated from Pardot to HubSpot | Element | Migratable | Notes | |---|---|---| | Contacts and properties | Yes | Export CSV from Pardot, import into HubSpot | | Companies | Yes | Export CSV from Pardot, import into HubSpot | | Activity history | Partial | Only recent activities (last 12 months) | | Static lists | Yes | Export CSV, create lists in HubSpot | | Dynamic lists | Not directly | Recreate criteria in HubSpot | | Emails and templates | Partial | Design can be recreated; HTML can be imported | | Forms | Not directly | Recreate in HubSpot | | Landing pages | Not directly | Recreate in HubSpot CMS | | Automation Rules | Not directly | Recreate as Workflows in HubSpot | | Engagement Programmes | Not directly | Recreate as Workflows in HubSpot | | Lead scoring | Partial | Current score can be imported; rules are recreated | | Reports and dashboards | No | Recreate in HubSpot | --- ## Phases of the Pardot to HubSpot Migration ### Phase 1: Audit and Planning (2–4 weeks) Before starting the migration, conduct a complete audit of your Pardot instance: - **Asset inventory:** List all active emails, forms, landing pages, Automation Rules and Engagement Programmes. - **Data audit:** Evaluate the quality of contact data (duplicates, empty fields, outdated data). - **Prioritisation:** Identify which assets are critical and must be migrated first, and which can be recreated later. - **Project plan:** Define the timeline, responsible parties and migration milestones. ### Phase 2: HubSpot Configuration (2–4 weeks) Before migrating data, configure HubSpot: - **Custom properties:** Create all the custom contact and company properties you need. - **Email configuration:** Configure the sending domain, signature and email preferences. - **Form configuration:** Configure the HubSpot forms that will replace Pardot's. - **CRM configuration:** If migrating from Salesforce to HubSpot CRM, configure the CRM before migrating data. ### Phase 3: Data Migration (1–2 weeks) Migrate data from Pardot to HubSpot: 1. Export contacts from Pardot in CSV format. 2. Clean and normalise the data (remove duplicates, fix formatting errors). 3. Import contacts into HubSpot. 4. Verify that data has been imported correctly. ### Phase 4: Asset Recreation (4–8 weeks) Recreate marketing assets in HubSpot: - **Emails and templates:** Recreate email templates in HubSpot. - **Forms:** Recreate forms in HubSpot and update embed codes on the website. - **Landing pages:** Recreate landing pages in HubSpot CMS or in your current CMS with HubSpot forms. - **Workflows:** Recreate Pardot Automation Rules and Engagement Programmes as Workflows in HubSpot. - **Lead scoring:** Configure the lead scoring system in HubSpot. ### Phase 5: Testing and Validation (1–2 weeks) Before the final cutover: - Test all forms and verify that data is saved correctly in HubSpot. - Test all Workflows and verify they execute correctly. - Verify that emails are sent correctly from HubSpot. - Verify that lead scoring works correctly. ### Phase 6: Cutover and Pardot Deactivation (1 week) - Activate all Workflows in HubSpot. - Deactivate Automation Rules and Engagement Programmes in Pardot. - Update form embed codes on the website. - Verify there are no active campaigns in Pardot that could interfere. - Keep Pardot active in read-only mode for 30 days to verify no data has been lost. --- ## Migrating Contacts and Data ### Exporting Contacts from Pardot To export contacts from Pardot: 1. Go to **Prospects → Prospect List**. 2. Select all prospects and click "Export". 3. Select the fields you want to export (include all custom fields). 4. Download the CSV file. ### Cleaning Data Before Import Before importing data into HubSpot: - **Remove duplicates:** Use a tool like Dedupely or simply filter by email in Excel. - **Normalise field values:** Ensure that selection field values (industry, country, company size) are consistent. - **Map fields:** Create a correspondence map between Pardot fields and HubSpot fields. ### Importing into HubSpot 1. Go to **Contacts → Import**. 2. Select "Import from file" and upload the CSV. 3. Map the CSV fields to HubSpot fields. 4. Verify the import and resolve errors. --- ## Migrating Emails and Templates Pardot emails cannot be imported directly into HubSpot. However, you can: 1. **Export the HTML of Pardot emails** and use it as a basis for creating templates in HubSpot. 2. **Recreate templates in HubSpot's editor** using the drag-and-drop editor. 3. **Use HubSpot templates** as a starting point and customise them with your brand design. --- ## Migrating Forms and Landing Pages Pardot forms and landing pages cannot be migrated directly to HubSpot. You need to recreate them in HubSpot. ### Migrating Forms 1. List all active Pardot forms. 2. Recreate each form in HubSpot with the same fields. 3. Update embed codes on the website with the new HubSpot codes. 4. Verify that data from the new forms is saved correctly in HubSpot. ### Migrating Landing Pages If your Pardot landing pages are hosted on the Pardot domain (go.yourcompany.com), you need to: 1. Recreate the landing pages in HubSpot CMS or in your current CMS. 2. Configure 301 redirects from the old Pardot URLs to the new HubSpot URLs. 3. Verify that the redirects work correctly. --- ## Migrating Automation Rules and Engagement Programmes Pardot Automation Rules and Engagement Programmes cannot be imported directly into HubSpot. You need to recreate them as Workflows in HubSpot. ### Recreation Process 1. **Document all active Automation Rules and Engagement Programmes** in Pardot (triggers, conditions, actions). 2. **Prioritise** those generating the most business impact. 3. **Recreate** each one as a Workflow in HubSpot, adapting the logic to HubSpot's capabilities. 4. **Test** each Workflow before activating it. --- ## Migrating Lead Scoring Pardot lead scoring cannot be imported directly into HubSpot. However, you can: 1. **Export the current score** of each contact from Pardot and import it as a custom property in HubSpot. 2. **Configure the lead scoring system in HubSpot** with the same rules you had in Pardot. 3. **Activate HubSpot's Predictive Lead Scoring** (available in Enterprise) to complement manual scoring. --- ## Managing SEO During Migration If your Pardot landing pages are indexed in Google, the migration can affect SEO rankings if not managed correctly. ### Steps to Preserve SEO 1. **URL inventory:** List all Pardot landing page URLs that are indexed in Google. 2. **301 redirect configuration:** Configure 301 redirects from old Pardot URLs to new HubSpot URLs. 3. **Sitemap update:** Update your website sitemap to include the new URLs. 4. **Monitoring:** Monitor organic traffic for 30 days after migration to detect ranking drops. --- ## Common Mistakes in Pardot to HubSpot Migration ### Mistake 1: Not Cleaning Data Before Migration Migrating dirty data (duplicates, empty fields, incorrect values) from Pardot to HubSpot multiplies problems. Always clean data before migration. ### Mistake 2: Migrating All Assets at Once Trying to migrate all Pardot assets to HubSpot simultaneously is a recipe for chaos. Prioritise the most critical assets and migrate in phases. ### Mistake 3: Not Configuring 301 Redirects for Landing Pages If you do not configure 301 redirects for Pardot landing pages, you will lose the SEO ranking you had built. ### Mistake 4: Deactivating Pardot Too Soon Keep Pardot active in read-only mode for at least 30 days after cutover to verify no data has been lost and to be able to consult the original configuration if necessary. --- ## Frequently Asked Questions **How long does a Pardot to HubSpot migration take?** The time depends on the volume of data and the complexity of the configuration. For a mid-sized company with 50,000 contacts and 20–30 active Engagement Programmes, the migration can take between 2 and 4 months. **Can I keep Pardot and HubSpot active simultaneously during migration?** Yes, it is possible to keep both platforms active during migration. However, you must ensure that the same contacts do not receive communications from both platforms simultaneously. **Do I lose contact activity history when migrating to HubSpot?** Contact activity history in Pardot cannot be migrated directly to HubSpot. You can export recent activity (last 12 months) and import it as notes or custom properties in HubSpot, but the native activity timeline will not be available. **Do I need a consultant to migrate from Pardot to HubSpot?** For simple migrations (fewer than 10,000 contacts and few assets), you can do it internally. For complex migrations, it is advisable to work with a certified HubSpot consultant with experience in migrations from Pardot. **Does migration affect the Salesforce CRM integration?** If you use Salesforce CRM, migrating to HubSpot will affect the integration. HubSpot has a native integration with Salesforce, but it is different from the Pardot integration. You will need to configure the HubSpot-Salesforce integration as part of the migration process. --- ## Conclusion Migrating from Pardot to HubSpot is a complex but perfectly manageable project with proper planning. The key is to conduct a thorough audit before starting, clean the data, migrate in phases and not deactivate Pardot until you have verified that everything works correctly in HubSpot. At Emovere we specialise in Pardot to HubSpot migrations. If you are considering making the switch, contact our team for a free consultation. --- ## References [1] HubSpot — Migrating from Pardot to HubSpot Guide. https://knowledge.hubspot.com/ [2] Salesforce — Exporting Data from Pardot. https://help.salesforce.com/ [3] HubSpot Academy — HubSpot Marketing Hub Certification. https://academy.hubspot.com/ [4] G2 — HubSpot Marketing Hub Reviews. https://www.g2.com/products/hubspot-marketing-hub/ [5] Forrester — B2B Marketing Automation Platforms Wave 2026. https://www.forrester.com/