Migrating from Salesforce to HubSpot can be a daunting task, but with careful planning and execution, it can be a smooth transition. The complexity of migration and the time it takes to complete will depend on several factors, including:
➢ The amount of data you have
➢ The amount of customization required
➢ The number of other systems you need to integrate
➢ The resources available for the migration
➢ Whether you are using an experienced consultant to guide you
Check out this video case study where we helped a client save over $77,000 by switching to HubSpot.
Salesforce vs HubSpot
Differences Between the Platforms
Salesforce and HubSpot are both customer relationship management platforms, but have unique two sets of functionalities, which means there will be differences to consider when migrating from one to the other. One of the main differences is that, while Salesforce is primarily a CRM tool designed for sales, HubSpot offers additional functionality that makes it an all-in-one marketing, sales, and service platform. As a result, HubSpot offers more comprehensive functionality for lead generation, marketing automation, and customer service.
Another thing to note is that there are differences in terminology between the platforms. Here are some examples:
Contact or lead
Before you begin building assets or putting data into HubSpot, you’ll need to set up your account. This includes:
When migrating from Salesforce to HubSpot, you’ll need to consider several aspects of your existing setup, including users, properties, lists, automations, reports, campaigns, and email templates and sequences.
Users: You’ll need to ensure that all your users have access to HubSpot and have the appropriate permissions set up. HubSpot has a similar user management system to Salesforce, so this should be a relatively straightforward process.
Properties: HubSpot has a different set of properties than Salesforce, so you’ll need to map your Salesforce properties to the corresponding HubSpot properties. There may be default HubSpot properties that align with custom properties that you created in Salesforce.
Always leverage the default properties before creating duplicative custom ones. This is an essential step to ensure that your data is properly mapped and your automation works as intended.
Lists: While Salesforce uses views and queues for organizing and segmenting contacts and companies, HubSpot has list functionality.
Lists can either be static (in which contacts and companies have to be added or removed manually or via workflow) or active (in which contacts and companies will automatically be added or removed based on whether they meet the criteria). You’ll need to recreate your Salesforce views and queues in HubSpot as lists.
Automations: HubSpot has a powerful automation system that operates similarly to Salesforce flows, so you’ll need to recreate your Salesforce flows in HubSpot as workflows. However, if you have any significantly customized flows or APEX triggers, you may need HubSpot’s Operations Hub Pro in order to create custom-coded actions within HubSpot workflows in order to match the functionality you had in Salesforce.
Migrating automations is an important step to ensure that your lead nurturing, assignment, and follow-up sequences continue to function correctly.
Reports: HubSpot’s reporting system is robust, but doesn’t have some of the filtering and display options that Salesforce does.
Where possible, you’ll need to recreate your Salesforce reports in HubSpot. For reports that are not able to be brought over, you can use a third-party data platform like Databox.
Campaigns: Campaigns work differently between the two systems. While Salesforce allows for campaign members, HubSpot’s campaigns system is essentially a way to gather and report upon related assets like landing pages, emails, forms, workflows, and more.
Email templates and sequences: You’ll need to recreate your Salesforce email templates and sequences in HubSpot. HubSpot has a similar email marketing system to Salesforce, so this should be a relatively straightforward process.
When migrating from Salesforce to HubSpot, you’ll need to transfer your contact, company, and opportunity data. This can be done via integration or manual export.
Integration: There are several integration options available that can help you transfer your data from Salesforce to HubSpot. The HubSpot Salesforce integration is one of the most popular options and provides a bi-directional sync between the two platforms.
This means that any changes made in HubSpot will be reflected in Salesforce, and vice versa. Other integration options include Zapier, Workato, and Mulesoft.
Manual export: If you prefer to do a manual export, you can export your data from Salesforce in CSV format and import it into HubSpot. However, this option can be time-consuming and error-prone, so it’s important to double-check your data before importing it into HubSpot.
Once you’ve migrated your data and set up your assets, it’s crucial to test your setup thoroughly before making the cutover from Salesforce to HubSpot. This is where the quality assurance process comes in.
QA involves testing your setup to ensure that everything is working as expected. This includes testing your automation rules, lead scoring, workflows, and email sequences. It’s important to test both the frontend and backend of your setup to identify any issues that may arise.
To begin the QA process, start by testing your workflows. Create test contacts with different properties and run them through your automation rules to ensure that they are triggering the correct actions. This will help you identify any issues with your automation rules before going live with HubSpot.
Next, test your lead scoring setup. Create test contacts with different properties and run them through your lead scoring setup to ensure that they are being scored correctly. This will help you ensure that your sales team is receiving leads that are truly qualified.
Finally, test your email sequences. Send test emails to different test contacts and ensure that they are being delivered to the correct recipients and that the content is displaying correctly. This will help you ensure that your email marketing campaigns are working correctly.
Going Live with HubSpot
Once you’ve completed the QA process and ensured that your setup is working correctly, it’s time to make the cutover from Salesforce to HubSpot. This is a critical moment, and it’s important to plan carefully to minimize any disruptions to your business.
Here are some considerations for when your organization makes the cutover:
Choose a time to make the cutover when it will have the least impact on your business. This might be during a slow period or on a weekend.
Communicate with your team members and stakeholders about the cutover and what to expect. Make sure everyone is aware of the changes and has the information they need to continue working effectively.
Provide training to your team members on how to use HubSpot effectively. This will help them get up to speed quickly and ensure that they can continue working effectively after the cutover. HubSpot Academy offers certification courses on various aspects of the software, but you should also do specific training on how your company has implemented the software.
Make sure to back up your Salesforce data before making the cutover. This will ensure that you have a copy of your data in case anything goes wrong.
Continue to monitor automations and other processes after the transition. Even the best QA process can’t account for every circumstance that may arise. This will help you identify any issues that you may have missed.
Migrating from Salesforce to HubSpot can be a complex process, but with careful planning and execution, it can be a smooth transition. Consider the differences between the platforms, and make sure to migrate users, properties, lists, automations, reports, campaigns, and email templates and sequences. Transfer your contact, company, and opportunity data via an integration or manual export, and test your setup thoroughly before making the cutover. Finally, plan carefully for the cutover itself to ensure a successful transition. By following these steps, you can migrate from Salesforce to HubSpot with confidence and set your organization up for success.
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