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Case Study

Coveo Migrates 470K Contacts From Marketo to HubSpot

Coveo company logo shown on Aptitude 8 enterprise migration case study
Group 147

470K

Contacts migrated to HubSpot

40
+

Automation workflows built

1

Custom object for all MQL signals

PLATFORM MIGRATION & UNIFICATION:

    Modernizing Coveo’s Marketing Operations with HubSpot

logo-1-1

The Client

 

Coveo is a publicly traded enterprise software company whose AI-relevance platform delivers search, recommendations, and generative answering to commerce, service, and workplace applications for global enterprises. Its go-to-market organization ran on Marketo for marketing automation and Salesforce as the system of record, with campaign and response data fragmented across Sitecore, Framer, Zoom, LinkedIn, Sendoso, and Qualified. Coveo engaged Aptitude 8 to retire Marketo, consolidate marketing operations on HubSpot, and standardize how every marketing interaction is captured.

The Problem

  • Marketo held 470K contacts with no verified migration path into HubSpot
  • Webinar, gifting, and form signals arrived from nine systems under inconsistent naming
  • Salesforce Apex and Flow logic conflicted with the planned bidirectional sync
  • MQL handoffs required manual routing between the marketing and sales teams
  • Limited_Control

    Limited Control

  • Limited_Control

    Limited Control

  • Limited_Control

    Limited Control

Fragmented Marketo and Salesforce response data across nine disconnected source systems

The Solution

Phase 1 — Discovery & Alignment
  • Facilitated six requirements workshops spanning HubSpot configuration, Marketing Hub discovery, and migration scope definition
  • Audited the complete Marketo instance, cataloguing every program, nested asset, and automation trigger in use
  • Documented Salesforce integration requirements, including the Apex and Flow dependencies that threatened bidirectional sync
  • Produced a migration and data audit establishing verified record counts and field-level mappings before build
Phase 2 — System Design & Data Modeling
  • Designed the HubSpot data model, record layouts, and permission structure before any downstream work began
  • Architected two distinct lead scoring models covering persona fit and platform engagement behavior signals
  • Consolidated 69 response types into a single custom event spanning nine separate source systems
  • Mapped Marketo fields to HubSpot properties and designed the migration ETL runbook and crosswalk
Phase 3 — Implementation & Integration
  • Rebuilt every Marketo program as native HubSpot workflows, deploying 40 behavior-triggered automations across the lifecycle
  • Extracted, transformed, and loaded 470K contacts into HubSpot in a single verified production run
  • Configured the native Salesforce connector for bidirectional contact, company, lead, and opportunity synchronization
  • Automated MQL routing end to end and connected 6sense intent signals into lead scoring
Phase 4 — Testing & Deployment
  • Ran internal quality assurance across every workstream before releasing any build for client review
  • Executed Marketing Hub UAT, migration validation, and Salesforce sandbox testing through to formal sign-off
  • Completed a representative test load of production data before committing the full migration run
  • Executed the production cutover with zero blocking defects, then monitored two weeks of hypercare
Phase 5 — Training & Enablement
  • Delivered three role-based training sessions covering marketing execution and day-to-day platform administration tasks
  • Recorded every session and issued quick-reference guides so the marketing team could self-serve afterward
  • Documented standardized workflows, master email architecture, and integration behavior for the internal system owners
  • Deployed adoption and data quality dashboards, then transitioned into managed services with remediation playbooks
HubSpot data model, Salesforce sync, and standardized response taxonomy architecture

The Outcome

  • Retired Marketo from Coveo's stack in eight weeks with zero program disruption at cutover
  • Loaded 470K contacts into HubSpot and reconciled every record against verified source system counts
  • Marketing and sales now operate on the same synchronized Salesforce data in real time
  • MQL routing runs automatically now, removing every manual handoff between marketing and sales teams
  • The marketing team now builds segments, workflows, and emails from one unified response event

Business Impact

  • Marketing operations now scale without adding headcount or parallel point solutions
  • Governance standards make campaign reporting auditable across every region and business unit
  • Leadership gains consistent visibility into pipeline influence from a single data source
  • The platform supports future expansion into sales and service without rework
470K
Full Database Migrated
All 470K Marketo contacts landed in HubSpot in a single verified production run.
69
One Unified Signal

Nine source systems now feed one custom event spanning 69 distinct response types.

8
Eight-Week Delivery

The entire migration ran from April 13 to June 12, cutover included. 

3
Self-Sufficient Team

Three role-based training sessions and recorded guides transferred platform ownership to Coveo. 

The Tools

New Tech Stack

Group 144

HOW WE SET YOU UP FOR SUCCESS

Next Steps

The engagement sequenced data model, permissions, and governance before any downstream build, so every workstream was constructed on validated ground rather than retrofitted after go-live. Standardized response taxonomy, lifecycle criteria, and field-level mappings were applied consistently across marketing, sales, and integration workstreams, giving Coveo one auditable record of every marketing interaction. Role-based training, recorded sessions, and written documentation transferred operational ownership to the internal team, supported by monitoring dashboards and a phased six-month adoption plan.





About Aptitude 8

Implement. Integrate. Optimize.

Aptitude 8 is a technical consulting firm that helps companies make their business process, and the tools they use to deliver it, a competitive advantage. In today's business environment, the experience your customers have when buying from you is just as important as what you're selling. We build it better.

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