HubSpot migration improves Scott Logic marketing operations

The challenge

Scott Logic’s marketing team relied on Pardot (Marketing Cloud Account Engagement) for lead generation, but felt that the platform was not best suited to their business needs and had identified a successor (HubSpot).  

The team needed a platform that could:

• Provide accurate email engagement data

• Swiftly create emails and campaigns

• Allow for easy automation and lead management

• Integrate with Salesforce

The goals were simple:

1. Migrate items over to HubSpot and ensure an easy transition using key marketing assets

2. Provide a solid foundation within the HubSpot platform, which can be developed and built upon moving forward

3. Complete the project before Scott Logic’s Pardot contract ends

The solution

Migrating marketing automation platforms is a business-critical project with no room for error or delay. As a long-term consulting partner of Scott Logic’s, MarCloud was trusted with planning and executing the entire migration within 8-10 weeks.

When planning the migration, we needed to be mindful of three main areas:

1. Only migrating the important things

With HubSpot replacing Pardot, we needed to make sure the core use cases were covered, and anything that didn’t need to be migrated wasn’t. Bringing everything across would impact timelines and result in unnecessary clutter. These types of migrations shouldn’t be seen as a ‘lift and shift’, but a chance to simplify and de-clutter where appropriate. 

2. Clean data and governance

Data is a key consideration of system migration and integration. One of the first things we needed to think about was making sure UK GDPR consent data was maintained and that no historical consent data was lost. The migration ensured UK GDPR consent fields, prospect data, and key segmentation lists were migrated and structured correctly.

3. Seamless Salesforce integration

HubSpot was integrated with Salesforce Sales Cloud to ensure marketing and sales teams could continue collaborating and that data between platforms is harmonised. This considered approach ensured Scott Logic could continue marketing operations with minimal disruption. 

The approach

MarCloud delivered the migration using a structured five-phase framework designed to ensure a solid foundation for future marketing and lead gen efforts. 

Phase 1: Discovery & audit

MarCloud reviewed Pardot to identify which assets, automations, and data structures were required in the new platform. With migrations, it’s not always about bringing everything across, but removing legacy processes or assets for a cleaner start in HubSpot. 

Phase 2: Platform setup & integration

HubSpot Marketing Hub was configured with appropriate user permissions, tracking, and security settings. The MarCloud team worked closely with Scott Logic’s Salesforce system admin to ensure the Salesforce Connector App was configured as needed.

Phase 3: Configuration & testing

Key workflows, segmented lists, fields, and preference centre processes were recreated in HubSpot. Attention was also given to HubSpot-only elements, such as Marketing Contact status, Personas, Buyer Intent, and more.

Phase 4: Data & asset migration

Contact data, UK GDPR consent fields, and marketing assets (forms and emails) were migrated into HubSpot. As always, we were mindful of system nuances when bringing things from one system to another, as not all elements can be created like-for-like.

Phase 5: Training & go-live

MarCloud delivered training and documentation for the Scott Logic marketing team, enabling them to manage the platform post-migration confidently.

The results

With the HubSpot migration complete, the Scott Logic team have already seen improvements around key marketing activity, such as:

• Ability to swiftly create emails and manage campaigns

• Having a smooth marketing-sales handover via the Salesforce integration

• Creating reports easily and with clear data metrics