HubSpot to MC Account Engagement (Pardot) Migration

• Date: June 2023 •
Estimated reading time: 5 minutes
Gexcon Logo
Gexcon is a world-leading company in the field of safety and risk management and advanced dispersion, explosion, and fire modelling. Gexcon provides comprehensive process safety software solutions and consulting to various company types and industries, such as oil and gas, renewables, hydrogen, utilities, manufacturing, chemicals, and automotive.

Gexcon is a mid-size company (180+ employees) headquartered in Bergen, Norway, and operating globally from offices based in Australia, China, France, India, Indonesia, the Netherlands, Sweden, Norway, the UAE, the UK, and the USA.
Client Industry:
Client Info
  • 180+ Employees
  • Offices in 11 countries
  • HQ in Bergen, Norway
Project Length
  • February 2023 - April 2023 (3 months)
Improved Flows
  • Marketing
    Leads/Subscribers Scoring Set-Up, Marketing Attribution Automation, Marketing Assets Migration from HubSpot
  • Sales
    Inbound Leads Assignment Automation, Sales Cloud UX/UI Enhancement
  • Customer Service
    Up-Sell Requests and Technical Support Cases Assignment Automation
  • End-to-End Consulting and Solution Delivery
  • MCAE (Pardot) Implementation, Sales Cloud Customization
  • Marketing Assets (Forms, Landing Pages, Emails etc.) Creation
  • Employee Training and Onboarding
  • Ongoing Support

Video Testimonial


Gexcon is a fast-growing company with different business lines that operate in various locations. One of the main goals of digitization was to build an infrastructure that could support the uniform growth of the company.
The team has been using Salesforce since 2008, but at the time of its initial setup, Gexcon didn't partner with anyone to align the system according to the business processes. Eventually, the CRM was only adopted by one department, and other teams were using other tools, which led to disjointed data and gaps in the full customer view.
  • Global Head of Business Support at Gexcon
    What we're doing today differently from the past year is that we're looking at it from a broad side view, including our strategy, linking all departments, and trying to bring in the synergy of working together on one system. We're moving on from different systems to one.
Previously, Gexcon's marketing team was using HubSpot to generate new leads. So the first project was dedicated to migrating HubSpot to Salesforce Marketing Cloud Account Engagement (formerly Pardot) and creating a full lead generation cycle in one place.


Using HubSpot for marketing activities was quite challenging, as the team wanted all departments to be synergized, collaborate, and see the same information in one place. Since Gexcon has more history with Salesforce, they decided to use Salesforce as the single source of truth to avoid duplication and have all the information history recorded in one place.
So the scope of the project was to recreate and align with best practices the lead generation, qualification, and assignment processes in MCAE, including data migration, custom campaign attribution and lead scoring models, as well as user onboarding and training.

Scope and Process

Initially, Gexcon turned to a couple of companies to audit their system and provide them with recommendations.
  • Global Head of Business Support at Gexcon
    Twistellar came up with a very insightful conclusion on what we were doing, how we were doing it, and how they'd do it. And that really caught our attention because it was a thorough job that was carried out, and that impressed us quite a bit. It wasn't an easy choice at the beginning, but it became very evident as we progressed to talk with you.
After the initial talk about the business goals of the project, it was decided to prioritize the phases and focus on the first phase of marketing migration.
The project phase lasted for two months, including migration, training, and support.


The main result of this project phase was MCAE implementation, migration of the database and all assets from HubSpot, as well as customizations made in MCAE and Sales Cloud to meet specific business requirements.
Some of these include:
  • MCAE setup, including domain management and synchronization with Sales Cloud
  • Content migration (email templates, files, landing pages)
  • Creation of tailored adaptive layouts for forms and email templates
  • Database cleansing, data mapping, and migration from HubSpot
  • Update and improve Lead and Contact Management
  • Design and enablement of a custom preference center
  • MCAE integration with Zoom
  • Custom scoring model enablement
  • Introducing Campaign Management (creating the logic of the Campaigns, their types, and automated management through MCAE and Sales Cloud)
The onboarding and training was conducted to let the users master the new system themselves and minimize the need for additional support.
The main goal of Gexcon's marketing team was to be able to synchronize marketing and sales teams thanks to a single source of truth. In order to achieve this, new assignment rules were created that mirror business logic.
Forms included custom Web2Case solutions that allowed creating cases based on the purpose of the message, eliminating the need to create multiple form types for different goals.
In addition, sales reps are now able to see marketing-related information in Sales Cloud, which allows for a more personalized service.
The successful implementation of MCAE gave the start to new project phases dedicated to the improvement of internal processes and Sales Cloud configuration.


I'm really happy with the customer-first approach taken by Valentine and Twistellar's team. The system is quite broad and not too straightforward for beginners, and I'm happy with the team's approach to guiding us when setting it up step by step.
Valentine went the extra mile to help us, e.g., he provided a training liveshop like a demo on how to do things, recorded and sent to us, and gave a written guide on how to do things. He's reactive. He responds quickly to our requests, and he has been solving everything that we asked so far, being also a great mentor.
Dharastri Ayu Risangarum, Digital Marketing Officer at Gexcon

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