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

Migrating from NetSuite to HubSpot delivers an opportunity to unify marketing, sales, and service operations, introducing advanced automation, segmentation, and analytics through a purpose-built CRM. This guide outlines each critical stage to support a controlled, structured transition and ensure your business maximises HubSpot’s integrated capabilities.

Step 1: Planning and assessment

Evaluate your current NetSuite setup: Audit existing campaigns, email templates, landing pages, forms, automation workflows, lists, reports, and all platform integrations. Identify the essential elements for migration to HubSpot.

Set clear objectives: Define the business outcomes you expect from adopting HubSpot, such as improved customer insight, more flexible lead management, enriched automation, or streamlined reporting.

Develop a project timeline: Break down the migration into phases, assigning realistic timeframes, including buffers for troubleshooting and testing.

Step 2: Export data from NetSuite

Lead and contact export: Extract lead and contact data from NetSuite in CSV or Excel format, ensuring all relevant fields, custom properties, and segmentation logic are included.

Custom fields export: Export all personalised and segmentation-specific fields for accurate recreation in HubSpot.

Asset export: Export all marketing assets—emails, forms, and landing pages—for redevelopment within HubSpot.

Campaigns & workflows: Document existing automation and campaign structures in detail, as these will need tailored rebuilding in the new system.

Step 3: Configure your HubSpot account

Prepare your HubSpot environment: Confirm your HubSpot account is active and equipped with the necessary subscription level (such as Marketing Hub Professional or Enterprise) to accommodate your requirements.

Custom property setup: Establish custom properties in HubSpot that reflect your NetSuite data schema for reliable data mapping on import.

Integration review: Identify and configure connections to third-party systems currently linked with NetSuite, including CRMs, social platforms, events, and e-commerce solutions.

Step 4: Data migration

Import lead and contact data: Upload extracted datasets to HubSpot, paying particular attention to correct field mapping.

Test migration: Begin with a subset of records to confirm successful data transfer and address any mapping or format issues.

Quality assurance: Post-import, examine records for completeness, accuracy, duplicate entries, and formatting consistency.

Step 5: Rebuild assets in HubSpot

Email marketing: Recreate your core email templates using HubSpot’s drag-and-drop or custom coding options, maintaining brand alignment.

Landing pages and forms: Rebuild landing pages and forms within HubSpot, ensuring full functionality and optimal user experience.

Workflows & automation: Reconstruct automated processes, using HubSpot’s workflow tools to design triggers, actions, and logic that reflect your original NetSuite flows.

Automation review: Test each workflow to confirm triggers function correctly and lead progression aligns with business processes.

Step 6: Reporting & analytics

Report migration: Rebuild key reports and dashboards using HubSpot’s analytics tools, ensuring all vital metrics are properly tracked.

KPI tracking: Configure goal monitoring and reporting within the platform to match the performance indicators previously managed in NetSuite.

Step 7: Lead scoring & segmentation

Lead scoring: Translate your NetSuite lead prioritisation models into HubSpot’s intuitive lead scoring framework.

Segmentation: Establish smart lists and segments based on behaviours and properties essential for targeted campaigns and reporting.

Step 8: Integrations

CRM and app integration: Ensure HubSpot CRM is fully connected with your core marketing and sales technology stack for real-time data flow.

Additional integrations: Implement necessary connections to platforms such as social media management, webinar solutions, or transactional systems.

Step 9: System & user testing

Workflow validation: Execute comprehensive testing on all automations, campaigns, and data flows to ensure functional accuracy.

Data syncing: Confirm cross-platform sync between HubSpot and all integrated solutions.

User acceptance testing: Invite key stakeholders to interact with new processes, validating fit for day-to-day requirements.

Step 10: Team training

HubSpot onboarding: Provide targeted training for your marketing, sales, and admin teams, focusing on new processes, reporting, and platform features.

Process orientation: Highlight distinctions between NetSuite and HubSpot approaches to deepen user confidence and adoption.

Step 11: Cutover & go live

Final import: If required, run a last data sync to capture updates made during the migration window.

Platform switchover: Direct all campaigns, forms, and workflows to operate from HubSpot, formally discontinuing activity in NetSuite’s marketing modules.

Real-time monitoring: Closely track metrics post-launch, quickly addressing any variances in performance or user feedback.

Step 12: Continuous optimisation

Campaign analytics: Use HubSpot’s robust measures to evaluate campaigns and refine tactics based on real user data.

Process improvement: Continually iterate on workflows, scoring, reports, and segmentation strategies as your team grows more familiar with HubSpot’s ecosystem.

Ongoing support: If challenges arise, contact Pixel Lab for specialist support throughout your HubSpot journey.