HOW YOTPO MIGRATED
FROM MARKETO TO HUBSPOT
AND WENT FULLY INDEPENDENT
IN 4 MONTHS FLAT
The Enviable Results
- 1M contacts, multiple integrated systems, & >60 users across different functional teams
- Marketo was turned off on time & HubSpot replaced all critical functions successfully, such as the Request a Demo flow
- Yotpo’s teams became fully self-sufficient in <60 days
- Ownership was shared; Marketing Ops and Biz Apps were hands-on from day one
Even better? Over a year later, our client Yotpo still runs independently.
The RevOps Challenge
Yotpo is a global leader in the B2B eCommerce enablement space. Their tech stack was robust: Salesforce, Marketo, Segment, Splash, Demio, and more. But after years of dealing with Marketo’s limitations, their marketing ops team was ready for a change.
When they chose to migrate to HubSpot, we had only 4 months to successfully replace >1M contacts, multiple integrated systems, & >60 users across different functional teams. That meant:
- Rebuilding key integrations with Salesforce, Segment, Splash, Demio, & internal automations
- Recreating business-critical website forms, marketing emails and campaign flows, including “Request a Demo”
- Getting internal teams trained and self-sufficient fast
All while managing expectations, avoiding scope creep, and keeping internal and external teams aligned. No pressure.
The Enviable Solution
Most migrations don’t fail because of bad tech. They die from misaligned expectations.
From kickoff, we defined success in clear, achievable terms. What go-live would include. What it wouldn’t. What work was the agency’s vs. the client’s. And how we’d keep the project on course, week by week. Here’s what made it work:
We don’t do “hand it over and pray.” Yotpo’s marketing ops and business applications teams were in the trenches with us, building, testing, learning. By go-live, they were confident, capable, and 100% ready to run HubSpot on their own.
We built technical checklists for every key moment, from Salesforce-HubSpot sync testing to the final Marketo shutoff. Does it sound dull? Sure. But did it fortify the project? Absolutely.
Not everything was automated on day one, and that was by design. We aligned with stakeholders early, communicated trade-offs clearly, and turned a risky migration into a smooth, drama-free switch. The full project lived in ClickUp with weekly status meetings, bi-weekly focus areas, and milestone tracking.
What You Should Steal from This Project
Don’t let perfection get in the way of progress. MVP works.
Don’t underestimate how powerful expectation alignment is, it’s half the battle.
Don’t outsource everything. Internal buy-in is critical for long-term success.
Don’t skip the unsexy stuff. Checklists, role definitions, and training plans are your best friends.
Don’t assume a new system = better ops. You need enablement, not just tech.
“We had a very successful migration after 7 years in a different system, but Envy never stopped there; they continue to improve our marketing CRM by adding new processes and improving its usability.”
