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GoodData AI-powered analytics platform

From Marketo to HubSpot and Five Years of RevOps for GoodData

GoodData is an AI-powered analytics platform that helps companies build and share data insights in the cloud, on their own infrastructure or in a hybrid setup. In 2026 the company became GoodData.AI.

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Client
GoodData
Industry
AI-powered analytics platform
Service
Migration and long-term RevOps
Teams
Marketing, RevOps, sales
Status
Partnership since 2021, ongoing
Technology
HubSpotSalesforceClayN.RichAmplemarketZoomInfo
since 2021continuous partnership from migration to RevOps
4nurture clusters mirrored in Salesforce campaigns
100 %job titles filled in for contacts enriched in Clay

Summary

GoodData, an AI-powered analytics platform, moved from Marketo to HubSpot with our help, with a two-way Salesforce sync. Since 2021 we have run its marketing operations: lead scoring, data quality, nurture, Clay enrichment and an ABM and outbound data loop.

  • Marketo to HubSpot migration with custom data objects.
  • Salesforce sync checked every two days.
  • Clay, ABM and Amplemarket connected to HubSpot in 2026.
Process

How it worked before and how it works now

  1. Marketing Marketo HubSpot with custom objects
  2. Sales Salesforce Salesforce in two-way sync
  3. Leads Manual triage MQL scoring and email validation
  4. Company data Previous enrichment Clay connected to HubSpot

BeforeMarketing ran in Marketo apart from the sales tools, and leads were triaged by hand.

NowMarketing runs in HubSpot synced with Salesforce, leads are scored automatically and Clay fills in the data.

The Challenge

GoodData wanted to leave Marketo for HubSpot, while Salesforce stayed the system of record for sales. The marketing data had to move without losses, the two systems had to stay in sync every day, and the team needed custom data structures for its own reporting. Over time, the marketing operations needed a partner who would look after the setup continuously, not only during the migration.

Project goals:

  • Migrate from Marketo to HubSpot without losing data.
  • Keep HubSpot and Salesforce in a reliable two-way sync.
  • Score and route leads automatically so sales focuses on the best ones.
  • Keep marketing operations running and evolving week after week.
The Solution

Step by step

  1. Migration from Marketo and custom data structures

    We moved the marketing data from Marketo to HubSpot and extended HubSpot with custom data sets and objects, so reporting matched how GoodData sells.

  2. Two-way sync with Salesforce, kept clean

    We built the two-way sync between HubSpot and Salesforce and keep it healthy: sync errors are reviewed every two days, and companies removed in Salesforce are cleaned up in HubSpot on a regular cycle.

  3. Lead scoring, validation and lead sources

    We set up MQL scoring with a review of priority leads, built email validation directly in HubSpot and introduced a lead source taxonomy, including umbrella sources for the company's main topics. Scoring keeps evolving with new signals, for example product events and the move to the new domain.

  4. Nurture programs and webinars

    In 2026 we rebuilt the nurture programs into four topic clusters with matching Salesforce campaigns, redesigned the email templates for the new brand and run the setup and attendance workflows for webinars.

  5. Enrichment, ABM and outbound data loop

    We replaced the previous enrichment with Clay connected to HubSpot. In an audit of the first month, every enriched contact had a job title filled in. We designed the ABM setup across N.Rich, HubSpot, Salesforce, Clay and Amplemarket, and the companies sequenced in Amplemarket flow back into HubSpot every two weeks.

  6. Ongoing RevOps

    Weekly RevOps and marketing calls, workflow audits, marketing documentation and support for the rebrand to GoodData.AI, including testing of trial and tracking flows.

The Result

GoodData runs its marketing on HubSpot connected to Salesforce, with clean data, automated lead scoring and a RevOps partner that has evolved the setup since 2021.

  • Since 2021Continuous partnership, from migration to daily operations.
  • Two-way syncHubSpot and Salesforce, checked every two days.
  • 4 nurture clustersMirrored in Salesforce campaigns.
  • 100 % job titlesFilled in for contacts enriched in Clay.
GoodData

ForEcom has helped GoodData with complex migration from Marketo to HubSpot including integrations with Salesforce and many other Sales & Marketing tools. They were great partner during the initial project and continue providing excellent services in the management of daily business activities and have always been very flexible, delivered on time and as requested. Overall, it is a pleasure to work with them and we will continue in our cooperation.

Ondřej Maca, Director, IT & RevOps Infrastructure, GoodData

Conclusion

A migration is only the start. With GoodData, the move from Marketo to HubSpot became the base for years of RevOps work: keeping the sync with Salesforce healthy, sharpening scoring and nurture, and connecting new tools for enrichment, ABM and outbound as the company grew into GoodData.AI.

Frequently asked questions

How do you move from Marketo to HubSpot when sales stays in Salesforce?

For GoodData we migrated the marketing data from Marketo to HubSpot and built a two-way Salesforce sync. We review sync errors every two days, so both systems stay aligned.

What does long-term RevOps management of HubSpot include?

For GoodData it means weekly calls, looking after the Salesforce sync, refining lead scoring, nurture programs, webinars, workflow audits and documentation. The setup evolves with the company.

How do you connect Clay to HubSpot for contact enrichment?

For GoodData we replaced the previous enrichment with Clay connected to HubSpot. In the first month's audit every enriched contact had a job title, and the data also feeds ABM and outbound.

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