Effortless Hubspot Migration: SmartAcre Adapts a Client’s Tech Stack to Evolving Business Needs

Overview

When our client, an organization providing complete manufacturing needs, needed to consolidate their technology following a change in business, we helped them negotiate changes to their HubSpot contract and migrate from an Enterprise account into three independent HubSpot portals.

With one brand transitioning over to a sister company and a planned growth in sales team members, the client desired a clean instance and cost-effective solution for each product.

Challenge

Updating their tech stacks to serve both their RevOps and financial needs.

Why?

The client desired a solution to better align with their evolving business needs and investments while also retaining all of the work and processes created to date with SmartAcre. This change allowed them to continue leveraging HubSpot’s powerful tools while optimizing their financial resources.

What benefit did it provide the client?

With the removal of an active brand, the parent company pays less for the three accounts than for one Enterprise account with the Business Unit Add-On for two additional domains. By right-sizing their investment, the client successfully achieved cost savings without compromising on the quality of their customer relationship management and sales processes. The portals match the business needs of each brand, ranging from data collection through forms to email marketing to full sales enablement. An audit of the portals ensures data integrity, overall organization, and streamlined assets

Approach

Before taking on the work of creating or migrating the accounts, we:

• Conducted an audit of the HubSpot Enterprise account to assess how many contacts, assets, workflows, dashboards, users, and teams would move to each of the new instances.
• Worked with our HubSpot Partner rep to determine which level of HubSpot program each brand needed, keeping in mind the client’s financial and growth goals. We wanted to give them enough to grow while remaining cognizant of their budgets.
• Advised them through the process of negotiating changes to their HubSpot contract.
• Walked the client through the changes to ensure full visibility of the process and expected outcomes in making this change while serving as a resource for any questions or roadblocks faced along the way.

Together, our objectives were:

• Maintain all site forms, autoresponders, and workflows as they were to ensure no impact on the customer.
• Produce as little impact as possible on the sales teams to ensure they can focus on their customers and leads while also creating confidence that all leads have adequately migrated to the new instances.
• Create freestanding portals to allow for independent marketing campaigns, targeted sales efforts, and the ability to report on both.

Because of the size of this project and our familiarity with their Enterprise account, we began this project three months in advance of their renewal with ample time for the client to also give their notice of the account changes to HubSpot. Following our audits, we created individual accounts to move the needed assets or contacts to while maintaining a backup within the Enterprise account. Migrating one account at a time, beginning with the smallest account, we began the process outlined below:

Outcomes

Old Account:

• Remove or pause website pop-ups.
• Export lists based on the assigned business unit.

New Accounts:

• HubSpot’s step-by-step documentation made it easy for our IT resources to connect primary and secondary domains for website pages and landing pages, and to enable domains for email sending, including SPF, DKIM, and DMARC authentication.
• Create new user accounts utilizing the teams feature.
• Create any properties utilized in the former account to support the upcoming import of contacts and forms.
• Rebuild any existing forms within the new instances.
• Create new workflows and task notifications.
• Recreate any existing assets such as landing pages, email campaigns, brand components, website pop-ups, etc.
• Create new RevOps-focused reports for each of the sales and operations teams based on their annual and monthly goals.