B2B SaaS Migrates 1.4M CRM Records

Project Overview

Organization

Enterprise B2B SaaS company

Industry

B2B enterprise technology and SaaS

Technology stack

Salesforce Sales Cloud, HubSpot Enterprise Suite, custom staging middleware

Project type

CRM data migration and real-time bidirectional synchronization

Products / Services Used

Salesforce Sales Cloud
HubSpot Sales Hub
HubSpot Service Hub
Salesforce Bulk API 2.0
HubSpot CRM APIs
SQL staging environment
Custom Middleware

The client had grown rapidly over five years, but its CRM setup had not kept pace.

Sales and customer success teams worked in a heavily customized Salesforce environment, while marketing operated inside HubSpot Enterprise. The two systems were connected through the standard HubSpot-Salesforce connector, but the integration could not reliably handle the client’s custom Apex triggers, validation rules, and complex object structure.

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The business needed to move from Salesforce to HubSpot without losing years of customer history, sales activity, ownership records, pipeline data, or reporting accuracy.

Mavlers designed a phased migration and synchronization framework that allowed both systems to operate together during the transition.

Performance Insights

Key results for the client

1.4M+

CRM records migrated

99.99%

Overall data fidelity

$140K

Annual platform licensing costs reclaimed

18%

Increase in cold-to-warm pipeline conversions

Client Objectives

The challenges the client faced

Talk to our team

Salesforce and HubSpot had become disconnected

Marketing worked in HubSpot; sales, account management, and customer success stayed in Salesforce. Changes in one system frequently failed to appear in the other - leading to cold acquisition campaigns being served to existing enterprise buyers, and sales reps working from outdated contact data.

The standard connector could not handle the Salesforce setup

The client’s Salesforce environment included hundreds of custom Apex triggers, complex validation rules, and deeply nested custom object tables.

The standard integration struggled under that structure. It created frequent synchronization failures and made the existing setup difficult to maintain.

Historical sales activity was at risk

A standard import would have timestamped hundreds of thousands of historical activities - calls, emails, meeting notes, Intercom conversations - as created on the migration date, and attributed them to the administrator running the import.

That would have erased the customer timeline context that account managers rely on for renewals and expansion conversations.

Historic pipeline reporting could have been flattened

The client relied on historical timestamps such as CreatedDate, StageChangeDate, and ClosedDate to measure sales velocity, conversion cycles, and Net Revenue Retention.

If those timestamps were altered during migration, the business would no longer be able to distinguish between deals created years earlier and records processed during the migration.

The business was paying for unnecessary platform complexity.

Licensing costs for two platforms plus third-party consolidation middleware were running high. Adding product-usage data to Salesforce required lengthy custom development. The business needed a single environment where marketing, sales, account management, and usage data could coexist without a specialist to maintain each connection.

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Mavlers Strategy

A staged architecture designed for a controlled migration

Talk to our team

Mavlers Agency avoided a single cutover weekend.

Instead, the team deployed a white-label Phased Coexistence Framework supported by a custom bidirectional synchronization layer. This allowed different divisions to move to HubSpot gradually while Salesforce remained active for teams that had not yet transitioned.

For 60 days, changes made in one CRM were reflected in the other.

Built a secure staging environment

Raw records were extracted from Salesforce using Bulk API 2.0 and processed in an isolated SQL staging environment - outside the live CRM systems. This allowed the team to standardise records, remove 8.4% duplicate rate, and map complex relationships without placing any load on production systems.

Mapped Salesforce objects to HubSpot objects

The migration mapped the existing Salesforce structure to the corresponding HubSpot architecture.
We mapped the Salesforce relational architecture to HubSpot's object structure according to the following matrix:

To preserve relationships between records, the team created an identity mapping dictionary.
The dictionary tracked the relationship between every legacy Salesforce ID and its new HubSpot ID. It also recorded the record type and whether the relationship had been reconciled.

This mapping became the foundation for the activity migration, object associations, and bidirectional synchronization.

Preserved historical activities and ownership

The migration engine processed Salesforce tasks, events, notes, and emails individually instead of importing them as unstructured text.

For each activity, the system resolved:

The corresponding HubSpot company
The associated HubSpot contact
The original Salesforce owner
The original activity creation date
The relevant historical status and content

The activity data was then posted into HubSpot using the engagement API with historical timestamp values. Due to which, the client retains the original timeline of customer interactions instead of showing every migrated activity as if it had been created on the import date.

Reconstructed historic deal movement

Deals were not imported only at their final stage. The migration engine recreated each deal's full journey - starting at the original stage, moving through subsequent milestones, and applying the original stage-change dates through API pipeline overrides. This preserved the data needed for sales velocity reporting and ARR projections.

Created a bidirectional synchronization engine

During the transition, Salesforce outbound messages and Apex triggers captured changes on the Salesforce side; HubSpot webhooks captured changes on the HubSpot side.

Both streams passed through a middleware worker that normalised data, applied identity mappings, and passed updates to the destination system - keeping both CRMs in sync while different teams transitioned at different paces.

Prevented synchronization loops

Bidirectional sync creates a risk of infinite update cycles: a Salesforce change triggers a HubSpot update, which triggers another Salesforce update, and so on.

Integration metadata was embedded in both systems so the sync engine could detect whether an update originated from the integration itself - and block the duplicate before it propagated.

Migrated product-usage data into HubSpot

The client's Salesforce API usage tracking object was mapped to a new HubSpot Enterprise custom object - Product Usage Snapshots. Each snapshot was associated with the correct company using the identity mapping dictionary, allowing growth marketers to build workflows that trigger when a user's API consumption crosses 85% of their plan threshold.

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Results

What the client achieved

Data migration precision

The final validation results showed high data fidelity across the migrated objects.

CRM data object	Salesforce records	Successfully loaded	Data integrity	Rejected or lost
Accounts and companies	142,500	142,500	100%	0
Contacts	485,200	485,192	99.998%	8 malformed email records
Opportunities and deals	94,800	94,800	100%	0
Historical activity tasks	682,000	681,940	99.991%	60 corrupted text records
Custom object records	120,000	120,000	100%	0

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Organization

Enterprise B2B SaaS company

Industry

B2B Enterprise Technology & SaaS

Services Used

Salesforce Sales Cloud, HubSpot Sales Hub, HubSpot Service Hub

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About

The client is an enterprise B2B SaaS company operating across sales, marketing, account management, and customer success. Its technology environment included Salesforce Sales Cloud and HubSpot Enterprise, supported by a complex ecosystem of custom objects, integrations, and customer data.

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Over five years of rapid growth, the company had built a substantial customer and sales data footprint across its CRM systems.

Challenges

Salesforce and HubSpot had become disconnected, leaving marketing, sales, and customer success teams working with inconsistent data
The standard HubSpot-Salesforce connector could not reliably support hundreds of custom Apex triggers, complex validation rules, and deeply nested Salesforce objects
Historical calls, emails, notes, meetings, and Intercom conversations were at risk of losing their original timestamps and ownership during migration
Historical deal stages and timestamps were critical to sales velocity, forecasting, and Net Revenue Retention reporting
The business was carrying the cost and complexity of two platforms plus third-party consolidation middleware
Product-usage data stored in Salesforce was difficult to use for marketing and lifecycle automation

Goals

Migrate from Salesforce to HubSpot without losing historical customer and sales data
Preserve original activity dates, ownership, relationships, and deal-stage history
Create a reliable synchronization layer while both systems operated together
Consolidate sales, marketing, customer success, and usage data in HubSpot
Reduce platform and middleware costs
Improve the speed and reliability of data synchronization

Solution/Approach

Built a phased coexistence framework: Avoided a single cutover by allowing Salesforce and HubSpot to operate together for 60 days while divisions transitioned gradually
Created a secure staging environment: Extracted Salesforce data through Bulk API 2.0 into an isolated SQL environment to standardize records, remove the 8.4% duplicate rate, and map complex relationships safely
Mapped the CRM architecture: Built an identity mapping dictionary connecting legacy Salesforce IDs with their new HubSpot IDs and preserving record relationships
Preserved historical activity: Migrated tasks, events, notes, and emails individually with their original timestamps, owners, contacts, and content
Reconstructed deal history: Recreated historical deal-stage movement and original stage-change dates instead of importing deals only at their final state
Built bidirectional synchronization: Used Salesforce triggers, HubSpot webhooks, and custom middleware to keep both systems synchronized during the transition
Prevented sync loops: Added integration metadata to identify and block duplicate updates between the two CRMs
Migrated product-usage data: Mapped Salesforce API usage data into a HubSpot custom object, enabling usage-based workflows and automation

Results

Data migration precision

The final validation results showed high data fidelity across the migrated objects.

CRM data object	Salesforce records	Successfully loaded	Data integrity	Rejected or lost
Accounts and companies	142,500	142,500	100%	0
Contacts	485,200	485,192	99.998%	8 malformed email records
Opportunities and deals	94,800	94,800	100%	0
Historical activity tasks	682,000	681,940	99.991%	60 corrupted text records
Custom object records	120,000	120,000	100%	0

1.4M+ CRM records migrated with 99.99% overall data fidelity
1.8-second sync latency - Down from five minutes, a 99.4% reduction
18% increase in cold-to-warm pipeline conversions
$140K annual licensing costs reclaimed
4.5 hours saved per sales rep each week
Historical customer and deal data preserved with original dates and ownership

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The bigger win: The company moved to HubSpot as a unified CRM environment without sacrificing five years of historical data, reporting continuity, or customer context.

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B2B SaaS Migrates 1.4M CRM Records

Project Overview

Key results for the client

The challenges the client faced

A staged architecture designed for a controlled migration

What the client achieved

Data migration precision

About

Challenges

Goals

Solution/Approach

Results

Data migration precision

Results that speak for them selves.

Migrating 9,000+ pages across 12 languages

80% CPR reduction and 3x ROI over 6 years

35% cost reduction while scaling SEO delivery globally

Ready to make the switch?

Get in touch with us.

You’re all set!

Results that speak for them selves.