Migrating from Warmly to MarketBetter [2026]: The Independent Alternative After the HubSpot Acquisition
On June 30, 2026, HubSpot announced it was acquiring Warmly. Warmly's own note to customers said it plainly: "Warmly is joining HubSpot." Terms were not disclosed. HubSpot is buying Warmly's person-level visitor identification and its AI go-to-market agents (the Inbound Agent and the TAM Agent) and folding them into its Smart CRM.
If you run Warmly today, the first thing to know is that nothing breaks tomorrow. Warmly has told customers that existing contracts, pricing, account teams, product experiences, and integrations stay the same for now. That is a real reassurance, and it is worth taking at face value.
But "for now" is doing a lot of work in that sentence. If your company does not run HubSpot as its CRM, this is the right moment to ask a harder question: do you want your buying-signal platform to be owned by a CRM giant whose roadmap will, understandably, start serving its own ecosystem first? This guide is for the Warmly customers who answered "no" and want a practical path to an independent alternative.
We already published our full read on what the deal means for the market in HubSpot Just Bought Warmly: what it means if you're not on HubSpot. This piece is narrower and more practical: how to actually migrate from Warmly to MarketBetter, feature by feature.
Why Warmly customers are re-evaluating right now
Warmly built a genuinely good product. Person-level de-anonymization, Bombora-powered intent, AI chat, and Slack alerts made it one of the more visible independent warm-outbound platforms. None of that stops working the day the deal closes. So why are so many teams re-evaluating?
Because when an incumbent buys a challenger, the challenger stops being a product and becomes a feature. That is not cynicism, it is the observable pattern across the category. Independent commentators covering the deal have flagged the same three risks for existing Warmly customers, and they are worth being honest about:
- Roadmaps follow owners. Warmly's engineers now build what HubSpot's suite needs. If you run Salesforce, Pipedrive, or a mixed stack, the question is whether the non-HubSpot integrations keep pace, or quietly drift to the bottom of the backlog.
- Pricing tends to migrate toward the acquirer's bundles. Contracts are unchanged today. Over a renewal cycle or two, standalone intent capability has a way of getting repackaged into the right CRM plan tier.
- A "feature of a platform you may not run." The whole strategic point of a suite acquisition is lock-in. Warmly inside HubSpot is most valuable to HubSpot when it makes leaving HubSpot harder, and non-HubSpot teams were never the customer the deal was designed to serve.
If you are on HubSpot and happy, this acquisition is good news, and you should use what lands natively. This guide is not for you. If you are not on HubSpot, or you simply want your intelligence layer to answer to its own roadmap, keep reading.
Warmly to MarketBetter: feature mapping
The good news for anyone considering a switch is that MarketBetter covers the jobs Warmly does today, and then keeps going into the part most signal tools skip: telling your reps what to actually do next. Here is how the capabilities line up from a user's perspective.
| What you rely on in Warmly | The MarketBetter equivalent |
|---|---|
| Person-level website visitor identification | Person-level and company-level visitor identification, built to feed a prioritized action list, not just a dashboard |
| Bombora third-party intent signals | First-party and third-party intent combined, then ranked so reps work the hottest accounts first |
| Inbound Agent / TAM Agent | AI that drafts the actual outreach per prospect, reflecting what they viewed, who they are, and where the deal is |
| Slack alerts when accounts heat up | Real-time alerts plus a daily playbook of who to work today and why |
| AI website chat | Multichannel outreach across email, phone, and LinkedIn in one workflow |
| HubSpot / Salesforce sync | Bidirectional sync with Salesforce, HubSpot, and Pipedrive, with your CRM as the source of truth |
| Separate dialer required (Orum, Nooks) | Built-in smart dialer, so phone is part of the same workflow, not another tool |
Two gaps stand out on that map. Warmly does not ship a smart dialer, so most teams bolt on a separate calling tool at roughly $200 to $500 per rep per month. And Warmly's non-HubSpot CRM integrations are exactly the ones most exposed to post-acquisition drift. MarketBetter closes both by design.
For the deeper feature-by-feature breakdowns, see our MarketBetter vs Warmly comparison and the dedicated visitor identification comparison.
The core difference: signal aggregation vs signal to action
Here is the line the whole product is organized around:
Most platforms tell you WHO. MarketBetter tells you WHO and WHAT TO DO.
Detecting a signal is the easy 20 percent. A dashboard lighting up to say "this account visited your pricing page" is table stakes now, and after this acquisition HubSpot will do that fine for HubSpot customers.
The hard 80 percent is what happens next. Which of the twelve accounts that lit up today actually matters? Who is the right person to reach inside that account? What do you say to them, given what they looked at and where the deal sits? Most signal tools, standalone or bundled, hand your rep a list and a shrug.
MarketBetter turns a raw signal into a prioritized daily playbook: the specific accounts to work today, ranked by real intent, with AI-drafted outreach that reflects the actual research, across email, phone, and LinkedIn. Your rep opens the morning not deciding who to call, but calling the account that hit pricing three times this week, with the first line already written. We wrote more about why this matters in Intent data without action is just noise.
Independence is an architecture decision, not a slogan
"Independent" gets thrown around as a marketing word. Here is what it concretely buys a team leaving Warmly:
- Your roadmap answers to your problem, not a suite's cross-sell. MarketBetter builds for one outcome: getting your reps in front of the right account at the right moment with the right message. There is no marketing cloud, CMS, or ticketing product competing for engineering time and quietly designed to keep you from leaving.
- It works across your stack, not against it. MarketBetter syncs bidirectionally with Salesforce, HubSpot, and Pipedrive. Not "HubSpot first and everyone else eventually." Your CRM stays the source of truth and the intelligence layer sits on top of whatever you already run.
- No lock-in tax. Because your data lives in your CRM and syncs both ways, switching costs stay low by design. The value has to come from the product being genuinely better, which keeps everyone honest.
That is the whole point of switching to an independent platform after a consolidation event: you stop renting capability from an ecosystem that would prefer you never leave.
How to actually migrate: a practical checklist
Migrating off Warmly is less work than most teams fear, because the important asset is not locked inside Warmly at all. It is your intent and your pipeline, and most of that already lives in your CRM. Here is the sequence we walk new customers through.
1. Export what you own. Pull your identified accounts and contacts, your intent history, and any saved audiences or segments out of Warmly. Confirm your CRM records are current, since your CRM, not the intent tool, is your real system of record.
2. Map your signals. List the signals your team actually acts on today: pricing-page visits, repeat sessions, target-account activity, third-party intent surges. This becomes the ranking logic MarketBetter uses to build the daily playbook, so it is worth doing thoughtfully rather than copying Warmly's defaults.
3. Connect your CRM and channels. MarketBetter connects to Salesforce, HubSpot, or Pipedrive and to your email, phone, and LinkedIn so outreach runs in one place. Because the sync is bidirectional, nothing you do in MarketBetter strands data outside your CRM.
4. Run both in parallel for a couple of weeks. Keep Warmly live while MarketBetter starts surfacing and ranking accounts. Compare the two on the only metric that matters: did the platform put your reps in front of the right account with the right next step. This de-risks the switch entirely.
5. Cut over and consolidate. Once the playbook is driving real meetings, drop Warmly and your separate dialer. Most teams simplify their stack in the process, because the smart dialer and multichannel outreach that used to be extra tools are now included.
If you want the deeper how-to on standing this up fast, our visitor ID setup playbook and the complete guide to B2B intent data both go step by step.
Who should switch, and who should stay
Being fair matters here, so here is the honest cut.
Stay on Warmly / lean into HubSpot if: HubSpot is your CRM, you are happy in that ecosystem, and native, "good enough, all in one place" intent is exactly what you want. The acquisition genuinely makes your setup better. Use it.
Switch to MarketBetter if: you run Salesforce, Pipedrive, or a mixed stack; you want your intelligence layer to answer to its own roadmap rather than a suite's cross-sell; or you are tired of a tool that tells your reps WHO without telling them WHAT TO DO. One of the last independent options in this category just left the board, which makes evaluating a genuinely independent, CRM-agnostic platform more urgent, not less.
If you are weighing several options at once, our roundup of the best Warmly alternatives for 2026 lays out the field, and our comparisons against Common Room, Clay, Apollo, and 6sense and Bombora cover the rest of the stack you might be reconsidering at the same time.
See what "WHO plus WHAT TO DO" looks like on your own data
The Warmly acquisition proved the thesis: buying-signal intelligence is where the value is. It also removed one of the few independent options from the market. If your CRM is turning into a passive database while your reps guess who to call, that is exactly the gap this whole market just admitted is the problem.
We built MarketBetter to close it, on whatever stack you already run, with no forced migration into anyone's ecosystem.
Book a demo and we will show you your own in-market accounts, ranked, with the next action already written.