NEWSLETTER
ANTERIOR
Working with large volumes of marketing data—whether it’s web traffic, keywords, users, or campaigns—can feel overwhelming. These data sets often aren’t organized or categorized in a useful way, and facing them can feel like trying to understand a conversation in an unfamiliar language.
21 January, 2025 POR Arnau Paniagua
Planning necessary migrations between HubSpot accounts
Migrating between HubSpot accounts can seem like a complex task, both technically and organizationally, so proper preparation is done to make the migration a success. This migration process is executed in scenarios such as consolidation between multiple accounts, restructuring a business, or moving data to a more advanced account.
Migration between HubSpot accounts can seem like a complex task, both technically and organizationally.
However, transferring data and settings is not just about moving information from one place to another; it requires ensuring that everything is properly structured, that workflows continue to function and that critical information is not lost along the way. A well-planned migration not only minimizes risks, but also ensures that teams can resume their activities without disruption or hiccups.
In this article, I will explain the planning required to perform a migration between HubSpot accounts, from initial assessment to account go-live.
1. Define the scope and objectives of the migration
Before starting the migration, it is crucial to define the objectives. Answer questions such as:
- What data and configurations will be migrated (Contacts, business, workflows, mail templates, etc.)
- Why is the migration necessary? (Unification of accounts, change of owners, etc.)
- What is the expected outcome?
A well-defined scope will avoid confusion and ensure that all stakeholders are aligned.
A well-defined scope will avoid confusion and ensure that all stakeholders are aligned.2. Evaluate and audit existing data
Perform a full audit of the source account to understand what data you have and what state it is in. This includes:
- Check the quality of the data (avoid duplicates, empty fields, stale data).
- Identify objects and custom properties that should be replicated to the target account.
- Audit workflows, integrations and advanced configurations.
3. Create a migration plan
A detailed plan should include:
- Item inventory: Complete list of objects to migrate: Contacts, Businesses, Tickets, Properties, Templates, etc...
- Priorities: Order of migration, e.g. Contacts first, then marketing configurations.
- Schedule: Key dates and estimated time for each stage.
- Roles and responsibilities: Define who will be responsible for each task (technical team, HubSpot administrators, etc.).
- Creation of shared document with the customer: Once the entire list of objects and processes to be migrated has been drafted, create a shared document with the customer so that they have a view of the migration status.
4. Prepare the target account
Make sure the target account is set up to receive the data. This may include:
- Create custom properties that match those of the source account.
- Configure pipelines, teams, and permissions.
- Set up required integrations or basic configurations.
There are several tools and methods to perform a migration, such as:
- Manually exporting and importing data using CSV files.
- Prepare the environment to execute the migration of certain objects and use HubSpot APIs for custom migrations.
- Hire third-party tools that specialize in HubSpot migration.
Evaluate which is the best option based on complexity and data volume.
6. Conduct tests in a controlled environment
Before migrating everything, perform tests on a subset of data. This allows:
- Identify errors or inconsistencies in the data mapping.
- Validate workflows and migrated configurations.
- Validate workflows and migrated configurations.
- Ensure that data arrives correctly at the destination account.
7. Run the migration
Once the tests are successful, the full migration begins. During this stage:
- Monitor the process to detect and resolve problems quickly.
- Reports to the relevant teams on progress.
In this process to have a good communication and trust with the customer, the document previously shared with all the resources to be migrated is used. In this document a box is checked and everything that happened with each resource during the migration process is reported. It is a document that both the customer and the company can make a status of the state of the migration and can make notes.
With this process what you get is to convey the confidence and transparency of the migration status so that both parties are informed in real time.
8. Validate the resources
Validation is a critical step in the migration process, as it ensures that data and configurations have been transferred correctly and that everything works as expected. This step allows you to detect and fix problems before they affect your team's daily operations. The following are the key actions to perform an effective validation:
9. Review of migrated data
It is essential to confirm that all data has been transferred correctly to the target account. Some items to check include:
10. Testing of automations
Workflows and automations are critical components of a HubSpot account. Perform extensive testing to verify that Workflows triggers are triggered correctly, actions such as sending emails or property updates are working correctly, and there are no errors due to changes made during the migration process.
11. Content validation
If the migration includes marketing content such as emails, landing pages or templates. It is necessary to check that the audiovisual elements such as images, CTAs or links have been migrated correctly.
If the migration includes marketing content such as emails, landing pages or templates.
12. Testing the integration
Many HubSpot accounts are connected to third-party tools, such as additional CRMs, e-commerce platforms or analytics systems. During validation:
- Checks that integrations continue to work without interruption.
- Performs data synchronization tests to confirm that there are no discrepancies between the connected systems.
12. Training and commissioning
End users may need training on how to use the new HubSpot account, especially if significant changes were made to the structure or configuration.
13. Structure a maintenance plan
After migration, define an ongoing maintenance plan for the target account with the customer to:
- Maintain data quality.
- Manage account updates or changes.
- Manage account updates or changes.
- Resolve problems that may arise with data or settings.
14. Conclusion
Migrating between HubSpot accounts requires meticulous planning, proper tools and a structured approach. By following these steps, you can ensure a smooth transition that minimizes disruptions and maximizes value for your team.
With the strategies outlined in this article, you'll be ready to meet the challenge and ensure your team can leverage the full potential of the new HubSpot account from day one. Remember, a migration is not just a move of data, but an opportunity to execute a plan to improve and optimize the account.
