How to Migrate from Salesforce to HubSpot

Key Takeaways

• Migrating from Salesforce to HubSpot is achievable with proper planning and takes 2-8 weeks

• Prepare a detailed data audit and mapping document before you start

• Use HubSpot's native import tools or third-party migration services for accuracy

• Clean your data thoroughly to avoid bringing problems into your new system

• Plan for staff training and a gradual transition period

How to Migrate from Salesforce to HubSpot: A Complete Step-by-Step Guide

Migrating from Salesforce to HubSpot is one of the biggest decisions a growing business can make. The good news? It's completely doable, and many companies find they're more productive in HubSpot because it's simpler, more affordable, and easier to use. If you're considering making the switch, this guide walks you through exactly what you need to do.

Why Companies Switch from Salesforce to HubSpot

Before we dive into the how, let's talk about the why. Salesforce is a powerful tool, but it comes with a steep price tag, a complex interface, and often requires dedicated IT support. HubSpot, on the other hand, is built with simplicity in mind. It costs less, it's easier to learn, and it includes marketing and customer service tools alongside your CRM—all in one platform.

Companies typically make this switch because they want to:

• Reduce costs — Salesforce can get expensive as you add users and features

• Simplify operations — HubSpot has fewer settings and customizations to manage

• Improve adoption — Your team will actually use a tool that's straightforward

• Get integrated marketing — Combine CRM, email, landing pages, and analytics in one place

Step 1: Audit Your Current Salesforce Data

The first step is understanding what you actually have in Salesforce. This might sound obvious, but many companies are surprised by how much unused data they're carrying around.

What you need to do:

1. Create a spreadsheet listing all your custom fields in Salesforce

2. Count how many records you have for each object (Accounts, Contacts, Opportunities, etc.)

3. Identify which data is active and which is outdated

4. Note any custom objects you've created

5. Document all your current workflows and automations

6. List any third-party apps connected to Salesforce

This audit becomes your roadmap. It shows you exactly what needs to move and what you can leave behind.

Step 2: Decide What Data Actually Needs to Move

Here's the truth: you probably don't need to migrate everything from Salesforce. And that's okay.

Some data is better left behind:

• Historical records you'll never reference — Do you really need contact records from 2015?

• Duplicate or incomplete records — This is your chance to clean house

• Custom fields that were never used — If your team never filled it out, you don't need it

• Old opportunities marked as lost — Unless you have a specific reason, these create clutter

Start fresh with your active, valuable data. This reduces migration complexity and gives you a cleaner foundation in HubSpot.

Pro tip: Many companies only migrate the last 2-3 years of data, archive the rest, and reference old records through Salesforce if needed.

Step 3: Create a Data Mapping Document

Data mapping is where you decide where each piece of Salesforce data goes in HubSpot. This is critical because HubSpot's structure is different from Salesforce's.

Here's what your mapping document should include:

Key things to know:

• HubSpot calls some things differently (Accounts = Companies, Contacts = Contacts)

• HubSpot has standard properties you should use when available

• You'll need to decide whether to create new custom properties or use existing ones

• Some Salesforce complex fields may need to be simplified for HubSpot

Create this document with your sales team, marketing team, and anyone else who uses the CRM. They know which fields matter.

Step 4: Clean Your Data Before You Migrate

This is the step many people skip, and it's a mistake. Your new CRM is only as good as the data in it.

Run these cleaning steps:

1. Remove duplicates — Look for accounts and contacts with the same name or email. Merge what you can.

2. Fill in missing critical fields — Focus on email addresses and company names. Without these, your data is less useful.

3. Standardize formats — Make sure phone numbers, addresses, and dates all follow the same format.

4. Delete obviously wrong records — Test contacts, spam email addresses, and inactive records should go.

5. Validate email addresses — Use a tool to check which emails are real. This matters for marketing and follow-up.

6. Archive cold leads — If someone hasn't been contacted in 5 years, consider archiving them instead of migrating.

The time you spend cleaning now prevents headaches later. A smaller, cleaner dataset is better than a large, messy one.

Step 5: Choose Your Migration Method

You have a few options for actually moving the data:

Option 1: HubSpot's Native Import Tool

• Best for: Companies with under 100,000 records

• Cost: Free

• Time investment: High (you do the work)

• Difficulty: Medium

HubSpot has a built-in import tool that lets you upload CSVs. You'll need to format your Salesforce export properly and map fields manually.

Option 2: Third-Party Migration Service

• Best for: Large data sets or complex requirements

• Cost: $2,000-$15,000+

• Time investment: Low (they do the work)

• Difficulty: Low

Companies like Synch, Tectonic, or Lakestream specialize in CRM migrations. They handle the technical heavy lifting and usually get things right the first time.

Option 3: Combination Approach

• Best for: Medium companies who want to balance cost and quality

• Use HubSpot's import for core data

• Use a service to handle complex migrations or custom objects

Step 6: Test Your Migration

Never migrate everything at once. Test first.

Create a test migration by:

1. Taking a sample of 1,000 records

2. Running them through your full migration process

3. Checking that data appears correctly in HubSpot

4. Verifying that field mappings worked

5. Testing that any automations or workflows make sense with the migrated data

This test run usually reveals problems you can fix before doing the full migration. It's worth the extra time.

Step 7: Execute the Full Migration

Once your test run is successful, you're ready to go live.

On migration day:

1. Set a specific time when people aren't actively using Salesforce

2. Export all data from Salesforce

3. Run your final data cleaning

4. Import into HubSpot

5. Verify that the record counts match

6. Check that key properties moved correctly

7. Communicate the timeline to your team

Most migrations take a few hours to a few days, depending on how much data you have.

Step 8: Verify and Validate

After data arrives in HubSpot, check it thoroughly:

• Spot check random records — Open 20-30 random companies and contacts. Do they look right?

• Check data completeness — Are important fields populated or are they blank?

• Validate relationships — Are contacts connected to the right companies?

• Test automations — Do your workflows and automations work with the new data?

• Review custom properties — Did custom fields migrate correctly?

If you find issues, fix them now rather than living with bad data forever.

Step 9: Decommission Salesforce (Eventually)

You don't have to turn off Salesforce immediately. Many companies run both systems in parallel for a month or two as a safety net. But eventually, you'll want to shut down Salesforce to stop paying for it.

Before you turn it off:

1. Make sure everyone's comfortable with HubSpot

2. Verify that all critical data transferred correctly

3. Archive any historical records you want to keep but don't need in HubSpot

4. Train anyone who hasn't been trained yet

5. Cancel your Salesforce subscription

Timeline and What to Expect:

• Preparation phase: 2-3 weeks (audit, mapping, cleaning)

• Migration phase: 1-2 weeks (testing, running import)

• Validation phase: 1 week (checking data, fixing issues)

• Training and transition: 2-4 weeks (getting your team comfortable)

Total timeline: 2-8 weeks, depending on your data complexity

Key Challenges and How to Handle Them

Challenge: Custom Objects in Salesforce

Salesforce lets you create custom objects that don't exist in HubSpot by default. You'll need to decide whether to create custom objects in HubSpot (which requires the Professional plan or higher) or convert this data into properties instead.

Challenge: Complex Workflows

Salesforce workflows can be incredibly complex. You may not be able to recreate every single one in HubSpot, and that's okay. Focus on your most critical workflows and rebuild the most important ones first.

Challenge: User Adoption

Your team knows Salesforce. HubSpot is different. Plan for a learning curve. Provide training and expect productivity dips for 2-4 weeks as people get used to the new system.

FAQ

How much does it cost to migrate from Salesforce to HubSpot?

If you do it yourself using HubSpot's import tool, the cost is just the HubSpot subscription ($50-3,200/month depending on plan). If you use a third-party service, expect to pay $2,000-$15,000+ on top of the subscription, but they handle everything.

Will I lose any data when migrating?

Not if you do it right. The key is thorough planning and testing. Make sure you map all fields correctly and validate your data after import.

Can I migrate from Salesforce to HubSpot gradually?

Yes. Many companies migrate their active accounts and contacts first, then bring in archived records later. You can also run both systems in parallel during transition.

How long does a Salesforce to HubSpot migration typically take?

For a small company, 2-3 weeks. For a medium company with complex data, 4-8 weeks. For an enterprise with massive data volumes, 8+ weeks or potentially months.

Do I need a migration specialist?

It depends on your data complexity. For straightforward migrations, HubSpot's native import works fine. For complex data, custom objects, or large data sets, a specialist is worth the investment.

What should I do with my old Salesforce data?

Keep Salesforce running for a few months as a reference, then archive old records or store them in a separate system. You don't need to keep paying for Salesforce after migration.

How do I train my team on HubSpot after the migration?

HubSpot offers free training through Academy, and many partners offer implementation training. Budget 2-4 weeks for hands-on training and support.

What's the biggest mistake companies make during migration?

Not cleaning their data first. Companies often migrate dirty data, then spend months trying to fix it in HubSpot. Clean your data before you migrate—it's worth the time.

Migrating from Salesforce to HubSpot is a big step, but it's absolutely worth it for most growing businesses. If you're feeling overwhelmed by the process, that's completely normal. Migration is our specialty, and we help companies make this switch successfully all the time.

We'll handle the planning, the data audit, the migration itself, and get your team trained and comfortable with HubSpot. You can focus on running your business while we handle the heavy lifting.

Ready to talk about your migration? Schedule a free 20-minute consultation with our HubSpot migration specialists. We'll assess your situation, answer your questions, and create a custom plan for your company.