Technical Solutions Engineering: Data, Workflow, and Lead Capture Migration
Keap to HubSpot CRM Migration Operation
The Keap Max Classic (Infusionsoft) platform struggled with outdated tools and required integrations. Slow performance and limited automation hindered productivity and conversions. The platform’s billing, reporting, and customer support also failed to meet modern business requirements.
HubSpot’s advanced features optimized operations, reduced reliance on third-party tools, and enhanced data metrics to improve productivity and lead value. Additionally, the move enabled more granular reporting and better decision-making, positioning the business for future growth.
Contacts Migrated
%
Contact Data Transferred
Lead Magnets Converted
Client Challenges
The Keap Max Classic (Infusionsoft) platform faced several obstacles that limited its ability to keep up with evolving business needs. The platform’s outdated email marketing builder struggled to create modern, visually appealing, and mobile-responsive emails. Integration with modern lead capture technologies was cumbersome, and performance issues led to slow processing times. Automation tools lacked sophistication, affecting conversions and employee productivity. Billing options were outdated, reporting tools lacked real-time insights, and customer support was inconsistent.
During strategy planning, the team identified several risks in the migration process. Custom fields would require manual mapping, and automation workflows would need to be rebuilt due to system differences. Email templates were incompatible, and duplicate contacts existed in the Keap system. Historical data, including email history, SMS messaging, and campaign interactions, could not be exported, introducing expected data loss. Adjusting to a new user interface would mean a learning curve, and third-party integrations required reverse engineering. Additionally, reporting for sales pipelines, lead capture, and payment features required setup to align with the new Customer Relationship Management (CRM) solution.
Strategic Decisions
Market Software Analysis
A thorough review of leading Customer Relationship Management (CRM) systems identified the best fit for current and future business needs. The analysis focused on scalability, ease of integration with existing workflows, and support for advanced automation and reporting capabilities. A final proposal outlining the most suitable software options was presented to the executive team, securing approval to proceed with the chosen system.
Most Valuable Requirements
Only the core features were selected for an initial launch. Outdated and irrelevant workflows from the previous system were left behind, while critical sales processes, lead capture, and billing functionality were prioritized. Essential data was migrated to maintain business continuity, and relevant systems were synchronized where necessary. Essential reporting, user authentication, and access control were also implemented to meet the system’s operational needs.
Data Migration Approach
The process involved reviewing the available tools and assessing the risks of data loss and the time and cost associated with transferring each dataset. Consideration was given to data structure differences, formatting requirements, and dependencies across modules. Custom fields and configurations required careful handling, while auditing identified and addressed duplicate data. The decision also weighed the importance of historical data, system performance during transfers, and the project timeline.
Employee Training
A training program was implemented to help employees quickly adapt to the new system. Training materials included documentation, recorded screenshares, and one-to-many training sessions. Additionally, a dedicated development team member was available to address any questions or issues that arose during the early stages of adoption.
Project Highlights
Improved Lead Insights
Advanced tracking of lead interactions captures detailed data on engagement, website activity, email clicks, and conversion paths. These insights allow for informed decision-making and targeted follow-ups, improving lead management and driving sales outcomes.
Expanded Marketing Capabilities
A suite of marketing tools, such as email, SMS, landing pages, and social media integration, was implemented to enable personalized and effective campaigns. These tools allow audience targeting, helping teams attract and nurture leads more efficiently.
Tool Integrations and Marketplace
The new platform integrates with various third-party applications, allowing additional features to be incorporated as business requirements evolve. This integration simplifies the development of custom integrations and the adoption of tools from the marketplace while minimizing the disruption to existing operations.
Automated Solutions to Manual Workflows
Additional automation tools were introduced to reduce repetitive tasks across marketing, sales, and support departments. By automating workflows, lead transitions, and follow-ups, manual work is minimized, productivity is increased, and consistent experiences are delivered.
Business Impact
The move to HubSpot resulted in cost savings by consolidating third-party software used by the previous solution. This adoption reduced expenses and simplified technology complexity, allowing the business to focus its resources more effectively.
Advanced reporting features enabled the leadership team to access more granular and actionable data. This data allowed for faster, informed decision-making, directly impacting immediate performance and long-term strategic planning. With more precise insights into customer trends and sales activities, the company could adapt its strategies to stay ahead of market changes.
The accuracy and value of lead data improved significantly with HubSpot’s tracking capabilities, providing new insights into customer behavior and lead engagement. The data allows for better-targeted marketing strategies and more effective lead magnets, increasing the quality of leads and overall conversion rates.
HubSpot’s flexibility gives the business the tools to scale as operations grow. The platform’s ability to integrate new applications and adapt to evolving business needs allows the company to expand its capabilities while maintaining productivity. This adaptability positions the company for continued success in managing growing customer demands and achieving long-term growth.