[ Industry case study — CRM Integrations ]

Migrated HappyCo from Pardot to HubSpot and unified it with Salesforce

HappyCo, a property-management technology company, was running marketing and sales workflows across Pardot, Salesforce, Webflow and HubSpot, which left campaign data fragmented and lifecycle reporting unreliable. Aptitude 8 rebuilt the marketing operation in HubSpot, migrated the Pardot assets, modelled the data for Salesforce and automated lead scoring and lifecycle stages.

Original project by Aptitude 8 ↗Industry reference — not a NexSum Labs engagement.

Client: HappyCo
Industry: PropTech / property management software
Services: Pardot to HubSpot migration, Salesforce integration, HubSpot data modelling, Lead scoring & lifecycle automation, Marketing contact governance
Year: 2026

Aptitude 8 case study graphic for HappyCo's HubSpot migration and Salesforce integration

120+

Pardot marketing assets rebuilt and standardized in HubSpot

automated lead lifecycle and marketing contact workflows

cross-portal dashboards for lifecycle, scoring and campaigns

team training sessions delivered

The client

HappyCo's go-to-market systems had drifted apart, with marketing assets and engagement data split between Pardot, Salesforce, Webflow and HubSpot and no scalable HubSpot data model aligned to Salesforce. Aptitude 8 was engaged to migrate the company from Pardot to HubSpot, design a scalable HubSpot architecture, integrate Salesforce and implement automated lead, lifecycle and marketing-contact processes. The engagement ran in six phases from discovery and system architecture through migration, integration, automation and reporting, and closed with team training to drive adoption.

The challenge

Marketing assets and engagement data were spread across Pardot, Salesforce, Webflow and HubSpot, so there was no unified view of campaign performance or lead activity. HubSpot lacked a clearly defined data structure aligned to Salesforce, which made object relationships, lifecycle tracking and reporting hard to keep consistent. Lead scoring and lifecycle stages were managed manually, slowing qualification and weakening confidence in funnel metrics, while marketing contact status had no automated controls and risked unnecessary subscription costs. Teams also lacked reliable dashboards for lifecycle stages, lead scoring and campaign attribution.

The solution

01Discovery and HubSpot architecture

Aptitude 8 ran discovery sessions covering the Pardot and Salesforce processes, documented current and future-state workflows and built a unified HubSpot data model with object relationships and field mappings.

02Pardot to HubSpot migration

The team rebuilt 120+ assets including forms, lists, nurtures, landing pages and templates, and used a hybrid Webflow-to-HubSpot form mapping to handle form logic HubSpot's native forms could not support. Asset inventories and UAT cycles validated the migration.

03Salesforce-HubSpot integration

HubSpot's out-of-the-box Salesforce integration was configured with inclusion-list criteria to control record sync, and the end-to-end data flow from HubSpot to Salesforce was documented alongside sync health monitoring and resync procedures.

04Lead scoring, lifecycle and contact governance

A lead scoring framework aligned to engagement and intent signals was built with lifecycle workflows to keep funnel stages consistent. Marketing and non-marketing contact criteria lists automate marketing contact status updates.

05Reporting and enablement

Dashboards were built for lifecycle stage, lead scoring and campaign performance, with custom reports to surface engagement trends and funnel gaps, and training sessions delivered to support adoption.

The results

HappyCo's marketing and go-to-market operations were consolidated into a single, scalable HubSpot ecosystem that supports automation, governance and cross-system visibility. The end-to-end Pardot migration rebuilt 120+ marketing assets in a centralized environment designed for scale, while six automated workflows replaced manual lead qualification and lifecycle management. Three unified dashboards now give leadership real-time visibility into lifecycle performance and campaign impact across HubSpot and Salesforce, and two training sessions covered reporting and the Salesforce integration.

Tools & stack

HubSpotSalesforceWebflowPardot

Original project by Aptitude 8 ↗ — published by the delivering agency, included here as an industry reference.

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