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IDEA StatiCa Structural engineering software

From Pardot to HubSpot in Two Months: IDEA StatiCa's Migration Next to Salesforce

IDEA StatiCa is a Brno-based software company that develops engineering software for the structural design and code-check of steel and concrete connections, members and details. Its customers are structural engineers around the world, served directly and through a global network of resellers.

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Client
IDEA StatiCa
Industry
Structural engineering software
Service
Pardot to HubSpot migration
Status
Marketing on HubSpot since February 2024, ongoing consulting
Technology
HubSpot Marketing HubSalesforcePardot (Account Engagement)
2 monthsfrom decision to marketing running fully on HubSpot
44forms replaced in up to 10 languages
100,000+contacts transferred to HubSpot

Summary

IDEA StatiCa, a Brno-based developer of structural engineering software, had to replace Pardot before its contract ended. We moved 44 multilingual forms, the automations and 100,000+ contacts to HubSpot and connected it to Salesforce. Two months after the decision, marketing ran fully on HubSpot.

  • 44 forms in up to 10 languages, with reseller assignment and consent logic.
  • Pardot completion actions rebuilt as workflows, with routing preserved.
  • Salesforce stayed the CRM, with a richer sync than Pardot offered.
Process

How it worked before and how it works now

  1. Forms Pardot form handlers HubSpot forms in up to 10 languages
  2. Form logic Pardot completion actions HubSpot workflows, same fields
  3. Emails Pardot templates and series HubSpot templates and series
  4. Sync Limited Pardot and Salesforce link Mapped fields, campaigns, history
  5. CRM Salesforce Salesforce

BeforeMarketing ran in Pardot, with a limited Salesforce sync and slow administration.

NowMarketing runs in HubSpot, sales stays in Salesforce, and data flows between them by a shared mapping.

The Challenge

IDEA StatiCa had used Pardot (Salesforce Account Engagement) for three years for emailing and marketing automation, with Salesforce as the CRM. The team found that Pardot could not cover many of their scenarios, the sync with Salesforce was limited and the system was slow. They decided to move marketing to HubSpot and keep Salesforce for sales and service.

The hard part was time. By the time the HubSpot contract was signed, the Pardot contract was ending in less than two months, including the winter holidays. Everything the marketing team ran in Pardot had to work in HubSpot before that date.

Project goals:

  • Replace all website forms and form handlers, in every language version, without losing leads.
  • Rebuild Pardot completion actions, follow-up emails and email series as HubSpot workflows.
  • Transfer existing contacts and connect HubSpot to Salesforce with the routing and fields sales relies on.
  • Train the team so they can run HubSpot on their own.
The Solution

Step by step

  1. Test environment and integration design

    Before the purchase we opened a trial portal, connected it to a Salesforce sandbox through a dedicated integration user and went through IDEA StatiCa's own list of test scenarios. We designed the field mapping and inclusion rules with their Salesforce admin, so the integration stayed under their control after launch.

  2. Rebuilding forms and completion actions

    Pardot forms carried a lot of logic: country selection, reseller assignment by country, licence type, consent and first and recent conversion data. We replaced 44 website forms and form handlers in up to 10 languages with HubSpot forms and rebuilt the completion actions as workflows that set the same fields and keep Salesforce ownership routing working. We tested everything on the web agency's staging site before switching production.

  3. Emails, templates and landing pages

    We set up templates for emails, forms and landing pages, and recreated the follow-up emails and email series tied to each form. We also set up subscription types and a preference center for consent management.

  4. Contacts and Salesforce sync

    We transferred more than 100,000 existing contacts and connected HubSpot to production Salesforce after a pre-check, with custom field mapping, campaign sync, engagement history and a country list aligned between both systems. On top of that we built a lead scoring and grading model.

  5. Training and ongoing consulting

    We trained the marketing team on the new setup and stayed on as an ad hoc partner: reporting, DNS and email settings, lead scoring, onboarding of new colleagues, reporting training for the international team, enrichment and buyer intent workshops.

The Result

Two months after the decision, IDEA StatiCa ran its marketing fully on HubSpot, before the Pardot contract expired, and moved on to automation scenarios Pardot did not allow.

  • Live in 2 monthsFrom decision to marketing running fully on HubSpot.
  • 44 formsReplaced in up to 10 languages.
  • 100,000+ contactsTransferred from Pardot to HubSpot.
  • Salesforce stays the CRMWith a richer sync than Pardot offered.
IDEA StatiCa

They expertly managed the entire migration process from Pardot to HubSpot, providing comprehensive training, demonstrating how everything works, and configuring even the most complex aspects of the system. Their deep understanding of overall marketing strategy significantly contributed to optimizing our forms, lead processes, and conversions. I highly recommend working with Forecom, and we continue to rely on them for various consultations.

Tomáš Pelikán, Marketing Engineer, IDEA StatiCa

Conclusion

Many companies stay on Pardot because Salesforce is their CRM and switching feels risky. IDEA StatiCa shows that marketing can move to HubSpot next to Salesforce even under a hard deadline, if the forms, automations and sync are mapped carefully and tested before production. The migration also opened the door to integrations and automation that were hard to build in Pardot.

Frequently asked questions

How long does a Pardot to HubSpot migration take?

IDEA StatiCa ran its marketing fully on HubSpot two months after the decision, before the Pardot contract ended. It helped that we tested the Salesforce integration in a sandbox before the purchase and tried every form on a staging site.

Can you replace Pardot with HubSpot and keep Salesforce as the CRM?

Yes. IDEA StatiCa uses HubSpot for marketing and Salesforce for sales and service. We designed the sync with their Salesforce admin, including field mapping, campaigns, engagement history and a shared country list.

How do you move Pardot completion actions to HubSpot?

We rebuilt completion actions as workflows tied to each form. At IDEA StatiCa they set licence type, consent, conversion data and reseller assignment by country, so Salesforce routing works as before.

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