Step-by-step guide: Migration process from Klaviyo to HubSpot

This guide details each step required for a smooth, controlled migration, so your organisation can fully leverage HubSpot’s connected capabilities.

Step 1: Planning and assessment

Review your current Klaviyo setup: Audit all existing campaigns, email templates, signup forms, automation flows, subscriber lists, reports, and integrations. Identify the key assets and data structures that need to transition to HubSpot.

Define migration objectives: Clarify your goals for adopting HubSpot, whether you’re focusing on richer customer data, customisable automation, more granular segmentation, or powerful reporting.

Build a project timeline: Segment your migration into stages with clear milestones, factoring in time for troubleshooting and comprehensive testing.

Step 2: Export data from Klaviyo

Contacts and subscribers: Export all contact and subscriber data from Klaviyo—including custom fields and subscription statuses—to ensure nothing important is missed.

Segmentation and personalisation fields: Capture all custom attributes and critical segments for accurate recreation in HubSpot.

Asset export: Download key marketing assets such as email templates and signup forms, ready for redevelopment in HubSpot.

Flows and automations: Document your automation workflows, triggers, and messaging sequences, as these will require tailored rebuilds in HubSpot.

Step 3: Configure your HubSpot account

Prepare your HubSpot portal: Verify that your HubSpot subscription matches your needs (for example, Marketing Hub Professional or Enterprise) and your account is ready for configuration.

Custom property mapping: Set up custom properties within HubSpot to mirror your existing Klaviyo data points, ensuring a reliable data import process.

Integration mapping: List and plan the integration of all third-party tools and solutions currently connected to Klaviyo, such as e-commerce platforms, event tools, or analytics solutions.

Step 4: Data migration

Import contact data: Upload your exported lists and records to HubSpot, using careful field mapping to ensure data quality.

Test with sample imports: Start with a small data set to validate import accuracy and resolve any mapping or formatting issues.

Quality check: After the full import, review for completeness, accuracy, duplication, and consistency of your customer data.

Step 5: Asset recreation in HubSpot

Email marketing: Rebuild core Klaviyo email templates in HubSpot using its drag-and-drop editor or custom HTML, making sure brand consistency is maintained.

Signup forms and pages: Recreate all subscriber signup forms and landing pages within HubSpot for optimal functionality and user experience.

Automations and workflows: Translate Klaviyo flows into HubSpot workflows, configuring actions, triggers, and conditions to match the original logic.

Functional testing: Review and test each automation to confirm workflows perform as expected, and lead journeys remain seamless.

Step 6: Reporting & analytics

Rebuild dashboards: Create new reports and dashboards within HubSpot to continue tracking your key marketing metrics.

KPI alignment: Set up reporting on goals and performance indicators that mirror your previous Klaviyo benchmarks.

Step 7: Lead scoring & audience segmentation

Lead scoring: Adapt your Klaviyo lead qualification and prioritisation models to HubSpot’s lead scoring system for streamlined sales follow-up.

Smart lists and segments: Configure dynamic smart lists in HubSpot based on the behavioural and property-based segments that drive your targeting and reporting needs.

Step 8: Integrations

HubSpot CRM connectivity: Ensure your CRM and essential marketing tools are fully integrated with HubSpot for real-time data synchronisation.

Additional integrations: Connect any remaining platforms, such as social media tools, webinar platforms, or transactional systems, to create a unified Martech stack.

Step 9: System & user testing

Review process flows: Conduct rigorous testing of all automations, communications, and workflows to guarantee operational accuracy.

Data synchronisation: Confirm that cross-platform data syncs occur reliably and without inconsistencies.

Stakeholder validation: Involve key users in the testing process to validate daily workflows and ensure readiness for rollout.

Step 10: Team training

Onboard your teams: Provide comprehensive HubSpot training for your marketing, sales, and admin teams, focusing on new features, processes, and day-to-day tasks.

Process orientation: Clearly communicate changes in workflow and functionality between Klaviyo and HubSpot to drive confidence and effective adoption.

Step 11: Cutover & go live

Final data sync: Complete a last-minute data update to transfer any changes made since the start of migration.

Switch to HubSpot: Activate all live campaigns, forms, and automation workflows in HubSpot and phase out your Klaviyo account for marketing execution.

Monitor closely: Track campaign and workflow performance during the initial period in HubSpot, and swiftly address any performance anomalies or user issues.

Step 12: Continuous optimisation

Track and improve: Use HubSpot’s analytics tools to measure campaign performance and evolve strategies based on actionable insight.

Iterative process improvement: Optimise your workflows, scoring models, and segmentation as your team builds expertise on HubSpot.

Ongoing support: For ongoing questions or troubleshooting needs, reach out to Pixel Lab for dedicated HubSpot support on your digital journey.