The InHouse Marketers is a B2B marketing operations consultancy whose consultants implement, migrate into and run Adobe Marketo Engage for the teams that own it. Marketo is the platform this firm has published the most delivered work in: five of its nine migrations have Marketo on one side of the move, and three of its integrations write into a Marketo instance.
A Marketo consultant designs, builds and repairs the programs, fields, scoring and CRM sync that run inside Adobe Marketo Engage. five of the nine migrations The InHouse Marketers has published have Marketo on one side of the move, and three of its six published integrations write into a Marketo instance. The work after go-live is database hygiene, programme QA and the Salesforce sync error log.
Every row below is an engagement our consultants ran, described by sector because clients are never named. Each write-up link reads as the pair a buyer searches for. The full list of 15 engagements sits on the migrations track record.
| Move | Sector | What it involved |
|---|---|---|
| EloquatoMarketo | Aviation | Assets, operational programs, integrations, webinar programs and nurture, plus the website’s own data-collection layer rebuilt and version-controlled so the site never stopped capturing. Eloqua to Marketo migration |
| PardottoMarketo | Web solutions | Several separate Pardot instances consolidated into one Marketo instance after a run of acquisitions — workspaces and person partitions per acquired organisation, and a sequencing decision about which instance moved first. Pardot to Marketo migration |
| MarketotoMarketo | Web solutions | Merging an acquired competitor’s instance into the parent’s, keeping each brand’s database, sending domains and assets separated inside a single licence. Merging two Marketo instances |
| MarketotoHubSpot | sector not published | Moving from a granular platform to a more opinionated one. Marketo smart campaigns do not collapse into HubSpot workflows one-for-one, so some logic consolidates, some is deliberately dropped, and the decision about which is a conversation, not a mapping exercise. Marketo to HubSpot migration |
| HubSpottoMarketo | sector not published | Usually a move made because scale or complexity outgrew the original platform. Workflows become smart campaigns, and the programme, channel and token structure Marketo expects has to be designed up front — HubSpot has no equivalent to inherit. HubSpot to Marketo migration |
Marketo is rarely the only system touching the database. These are the published integrations that write into one.
| Move | Sector | What it involved |
|---|---|---|
| Segment.iotoMarketo | Aviation & robotics | Several data sources brought into one system — website behaviour through Segment into Marketo after normalisation, with reporting built out in Tableau and the site updated to carry the tracking. |
| TwiliotoMarketo | sector not published | SMS as a first-class channel rather than a bolt-on — consent captured and stored per channel, delivery and reply events written back to the person record, and opt-out honoured across both systems. |
| DrifttoMarketo | sector not published | Conversational capture wired into the database: chat-sourced people created with the right source attribution instead of arriving as “direct”, and routing that respects the same rules as form fills. |
These are the checks from the marketing automation audit checklist that name Marketo, its own tracking script or the Salesforce sync behind it, with the area each one belongs to. They need an admin login and nothing else, so you can run them before the first call. The other checks in the five areas apply to a Marketo instance too.
A migration into Marketo is mostly a rebuild of the execution layer, and these are the parts of it that have no equivalent to inherit from the platform you are leaving.
Workflows become smart campaigns, and the structure Marketo expects has to exist before the first asset lands. The folder tree, the channel list and the token inheritance are decisions taken at the start of the build and inherited by every later step, and a channel's progression statuses cannot be changed afterwards without rewriting what success meant for every program already using them.
Account Engagement keeps score for behaviour and grade for fit as two values. Marketo ships one numeric score field and no grade, so fit becomes a field someone designs, and the audit check asks whether a single score field has ended up carrying both. The MQL threshold is written down outside the smart list that applies it, and agreed with sales.
A workspace sets which programs a team sees and a partition sets which people exist for it. By default Marketo dedupes on email address across the whole instance, so when a person already in one acquired organisation’s partition fills in another’s form, the existing record is updated and no second record is created. Which behaviour you want is a decision for the start of the build: deciding a partition boundary late means running a data migration inside the migration.
Our consultants have done this for a web solutions client twice over: several separate Pardot instances into one Marketo instance after a run of acquisitions, and later an acquired competitor’s Marketo instance merged into the parent’s. The second job kept each brand’s database, sending domains and assets separated inside a single licence.
Six decisions come before anything moves, and the ones about people and partitions cost the most to reverse once records have been merged. They are set out in full on the marketing automation consolidation page, with the method in how to merge two Marketo instances after an acquisition.
Every line below has cost someone money when it was promised and then found to be untrue, so each is said once, at the start.
Last updated
Tell us which platform the instance syncs to, how many workspaces and partitions it holds, and who built it. We run the five audit areas and send back the prioritised list.
Talk to a consultant
Replies within 24 business hours, from the people who do the work.