Importing Your Data into HubSpot CRM

Welcome to HubSpot CRM! Whether you were previously using another CRM, have been working in Excel for years, or have utilized sticky notes as your system of record, your next logical question is likely: "How will I store my data moving forward, and how will I get it all into HubSpot?" The purpose of this page is to review, at a high-level, how HubSpot's CRM is structured and to give you all the information you'll need to move your data into it.

Before we jump in, a quick heads up: Even with a platform as intuitive as HubSpot CRM, migrating CRMs can be a tough process. While we're here to help every step of the way, we'd recommend ensuring you have the time and resources necessary before getting started.

Structuring your Data in HubSpot CRM

In any CRM, data is stored on objects. An object is, quite simply, a type of record that stores a certain category of information. On a given object, data is housed in properties, which provide specific chracteristics about their containing object. HubSpot CRM is centered around four standard objects: Contacts, Companies, Deals, and Tasks. Each holds a different type of data, and can be linked to the other three in a specific way. Before going any further, it's pivotal to have a firm grasp of these four standard objects.


These are the individuals you are going to interact with. The ones you’ll be calling and send emails to in order to start, continue, or maintain a business a relationship. A Contact record will store information like First Name, Last Name, Email, and Phone Number. It will also include a history of when and who last contacted them.

Each contact can only be associated to one company, but can be associated with multiple Deals and/or Tasks.


Companies are the businesses where your Contacts work. You may have more than one contact that you engage with who work at the same Company. A Company record will store information like Name, Domain, Industry, and Phone Number. This is also where you’ll store information like what city the business is located in, how many employees they have, and revenue information.

Companies can have multiple Contacts, Deals, and/or Tasks associated.


Deals are used to manage your sales process and track the revenue associated with a potential sale. Deals will move through stages, starting at the beginning of the sales process and ending with a sale (Closed Won) or not (Closed Lost). The Deal record will store the amount of the potential sale, when the sale is expected to close, and who is managing the sale.

Each Deal can only be associated with one Company, but can be associated with multiple Contacts.


Tasks are your everyday reminders for following up and keeping track of your Contacts, Companies, and Deals. You can set due dates - even due times - to be reminded when you need to take action in the CRM. On the Task you’ll store information about what you need to do accomplish, who needs to accomplish it, and what it relates to. You can also move Tasks through stages, similar to Deals.

Tasks can be associated with any Contact, Company, and/or Deal. It can be associated to just one object, or any combination of two, or all three!

Preparing to Migrate Your Data

Moving to a new CRM might seem intimidating --- there are a lot of moving parts, and the last thing you want is to lose any of your organization's vital historical data. In moving to HubSpot CRM, there are a few easy ways to get started, and we’re here to help at every step of the way. Before importing data, however, it's important to ensure its cleanliness. As you scrub your data, note the following:

- When you add Contacts to HubSpot CRM, the system will deduplicate by email address.

- When you add Companies to HubSpot, the system will deduplicate by Company Domain Name.

- When you add Deals or Tasks, there is no deduplication.

- To make the import process as efficient as possible, define and create your custom properties in HubSpot CRM before you begin.

- When you’re ready to import, start with a small sample set of your data, to ensure that everything goes as planned. Once you’re satisfied, proceed with the rest of the process.

Migrating Data into HubSpot CRM

Once you've cleaned your data and prepared for the migration, there are several methods of bringing your existing records into HubSpot. The best option for your organization depends on the type of data you have and the internal resources available to you. Below, we've outlined the basics of the four approaches to migrating data.

CSV Import

Learn More ››


  • Assistance from HubSpot Support
  • Least technical route


  • No cross-object associations. E.g. when you import contacts, you will not be able to automatically associated them with other objects. You can make the associations manually in the tool.
  • No tasks or engagements (notes, calls, emails) can be imported via CSV.

Salesforce Integration

Learn More ››


  • Native integration
  • Assistance from HubSpot Support
  • Can import data to all objects


  • All objects must be associated with a Salesforce Contact or Lead in order to sync
  • All Contacts and Leads must have an email address in order to sync
  • Requires HubSpot Marketing or HubSpot Sales Pro subscription

Third-Party Systems


  • Additional platforms are available for import. Companies like Import2 and Trujay Group provide data migration services from nearly every major CRM on the market.


  • Cost associated
  • Limited object support from certain platforms
  • Cannot utilize HubSpot Support

HubSpot Technical Consultant

Learn More ››


  • Custom, personalized solution to fit your needs
  • Technical assistance with more complex migrations / imports
  • Can work via phone and/or in person to ensure setup is completed


  • Cost associated

API Endpoints

Learn More ››


  • Can import data to all objects
  • Can maintain associations between objects


  • Requires internal development resource, not provided by HubSpot
  • Support is limited to Developer forums
  • Most technical route

Have all your data in HubSpot CRM already, but need some help getting your team up and running? HubSpot's team of trained CRM specialists is here to help. Click the link to the right to learn more about their service offerings.

All icons made by Freepik from, licensed under CC BY 3.0