Zoho to HubSpot CRM Migration for B2B Law Firm

The client, a B2B Law firm, had outgrown their legacy Zoho CRM. Their database had grown to over 150,000 contacts, featuring deeply layered segmentation, legacy workflows, and email automation sequences. They were planning to scale and needed a CRM platform that could support both marketing and client management with a better UI, analytics, and modern integrations.

Their leadership was concerned about potential data loss during the transition. Key risks included losing complex segmentation filters, lifecycle stage integrity, email automation logic, and lead scoring models that had evolved over the years. Marketing workflows were active, and the risk of disruption to live campaigns had to be minimized.

I began with a discovery phase to understand the Zoho CRM schema, active automation logic, and contact structure. Working closely with the marketing manager and the CRM operations lead, I drafted a step-by-step migration and QA plan. Core activities included:

System Mapping: Mapped every Zoho property to its equivalent in HubSpot, accounting for formatting, naming standards, and list inclusion rules.

Segmentation Audit: Analyzed smart lists and filters used in Zoho. I replicated this structure in HubSpot using custom properties and active lists.

Workflow Rebuilds: Deconstructed existing automation logic from Zoho and rebuilt it in HubSpot workflows with enhancements, including better branching logic and delay optimization.

Lead Scoring Design: Translated their scoring rules from Zoho to HubSpot’s scoring engine, adjusted weightage based on behavioral inputs and recency.

Data Cleaning and Import: Standardized and validated the contact data. Used import batches for phased migration with interim testing checkpoints.

QA and Dry Run: Performed a sandbox migration to validate property mapping, test email logic, and verify contact activity history.

The firm transitioned seamlessly to HubSpot, retaining all automation functionality. Post-migration, email engagement rose 25%, and the marketing team gained visibility into previously siloed contact behavior.