A leading membership organisation sought to enhance its membership management capabilities by migrating from Microsoft Dynamics to HubSpot. The organisation aimed to consolidate its data, improve operational efficiency, and leverage HubSpot's robust features to better serve its members. 

Unified Member Database:

  • Goal: Consolidate all member data into a single, unified database to ensure consistency and accessibility.
  • Detail: By migrating to HubSpot, the organization aimed to centralize its member information, eliminating data silos and creating a single source of truth.

Enhanced Member Engagement:

  • Goal: Leverage HubSpot’s powerful CRM features to enhance member engagement through personalized communication and targeted campaigns.
  • Detail: Utilizing HubSpot's automation and segmentation tools, the organization sought to deliver more relevant and timely interactions with its members.

Improved Data Accuracy:

  • Goal: Increase the accuracy and reliability of member data by removing duplicates and correcting errors during the migration process.
  • Detail: The migration process included rigorous data cleaning to ensure that all member records were accurate and up-to-date.

Streamlined Operations:

  • Goal: Optimize operational efficiency by integrating HubSpot with other business systems and automating routine tasks.
  • Detail: The organization aimed to reduce manual processes and improve workflow efficiency through HubSpot’s integrations and automation capabilities.

Advanced Analytics and Reporting:

  • Goal: Utilize HubSpot’s advanced analytics and reporting tools to gain deeper insights into member behaviour and organizational performance.
  • Detail: By accessing detailed reports and dashboards, the organization planned to make more informed decisions based on real-time data.

Scalable Growth:

  • Goal: Ensure the CRM system can scale with the organization’s growth and evolving needs.
  • Detail: HubSpot’s scalable platform was chosen to support the organization’s future expansion and increased membership base without compromising performance.

Enhanced Member Experience:

  • Goal: Improve the overall member experience through more efficient communication and service delivery.
  • Detail: The organization aimed to provide a seamless and engaging experience for its members by leveraging HubSpot’s CRM features.

Cost Efficiency:

  • Goal: Reduce costs associated with CRM management by consolidating systems and improving process efficiency.
  • Detail: The migration to HubSpot was expected to lower overall costs by streamlining CRM operations and reducing the need for multiple systems.

Regulatory Compliance:

  • Goal: Ensure that the CRM system adheres to industry standards and regulatory requirements.
  • Detail: The organization sought to maintain compliance with data protection regulations through HubSpot’s robust security and compliance features.

Better Member Segmentation:

  • Goal: Achieve more precise member segmentation to tailor communications and services to specific member groups.
  • Detail: Using HubSpot’s advanced segmentation tools, the organization planned to categorize members more effectively and deliver targeted content and offers.

The Challenge

The migration process was intricate, given the vast amount of data and the need to maintain data accuracy and integrity. Key challenges included:

  • Data Volume: Migrating over 150,000 contacts, each with multiple data points, required meticulous planning and execution.
  • Complex Data Structures: The data in Microsoft Dynamics was complex, with various custom fields and relationships that needed to be accurately replicated in HubSpot.
  • Data Integrity: Ensuring that no data was lost or corrupted during the migration process was critical.
  • System Downtime: Minimizing system downtime during the migration to avoid disrupting the organisation's operations.
  • Extensive Testing: Comprehensive testing was required to validate the migration process and ensure that all data was accurately transferred

The Solution

To address these challenges, our team implemented a structured approach:

  1. Planning and Preparation: We began with a thorough analysis of the existing data in Microsoft Dynamics. This involved understanding the data structures, custom fields, and relationships that needed to be replicated in HubSpot.
  2. Sandbox Environment: To ensure a smooth transition, we utilized a HubSpot sandbox environment for extensive testing. This allowed us to test the migration process without affecting the live data.
  3. Script Development: Custom scripts were written to automate the data migration process. These scripts were designed to handle the complexity of the data and ensure accurate mapping from Microsoft Dynamics to HubSpot.
  4. Data Migration: The actual migration process involved transferring the data in batches to manage the load and minimize system downtime. Each batch was carefully monitored to ensure data integrity.
  5. Extensive Testing: Post-migration, extensive testing was conducted in the sandbox environment to validate the data. This included checking for data completeness, accuracy, and consistency.
  6. Go-Live and Monitoring: Once testing was completed, the final migration to the live HubSpot environment was executed. Post-migration, continuous monitoring was conducted to ensure smooth operations and address any issues promptly.

Benefits and Outcomes

The successful migration from Microsoft Dynamics to HubSpot resulted in several key benefits for the membership organisation:

  • Single Version of Truth: Having all member data consolidated in HubSpot provided the organisation with a single version of the truth. This improved data accuracy and consistency, leading to better decision-making.
  • Enhanced Operational Efficiency: The migration allowed the organisation to leverage HubSpot's powerful features, such as automated workflows, email marketing, and advanced analytics. This streamlined operations and improved member engagement.
  • Improved Data Access and Management: HubSpot's user-friendly interface and robust CRM capabilities made it easier for the organisation to manage and access member data.
  • Scalability: The new system provided a scalable solution that could grow with the organisation's needs, ensuring long-term efficiency and effectiveness.


Client Testimonial

The migration from Microsoft Dynamics to HubSpot was a complex task, but the team at Discover Digital handled it with expertise and professionalism. Their planning and execution ensured a seamless transition with no disruption to our operations. We now have a consolidated, accurate CRM system that greatly enhances our efficiency and member engagement. Discover Digital exceeded our expectations, and we are very pleased with the results. 

Head of Membership Marketing