Migrate from Groundhogg to HubSpot

Groundhogg contacts are WordPress custom post types. We extract contact records from wp_posts where post_type = 'contact' and join wp_postmeta for each contact's field values. The resulting flat contact record maps directly to a HubSpot Contact, with original post_date preserved as Original_Create_Date__c since HubSpot's Createdate is set at migration time.

Groundhogg stores all non-standard contact fields as wp_postmeta key-value pairs. Each unique meta_key in your database becomes a HubSpot custom contact property. We create each property in HubSpot with the matching field type — checkbox maps to HubSpot checkbox, date maps to HubSpot date, text maps to HubSpot single-line text. On HubSpot Starter and below, custom properties are read-only after creation; this is documented in the migration plan.

Groundhogg companies are stored as a separate WordPress custom post type. Extracted and loaded into HubSpot's native Companies object with Company Name, Domain, Industry, Phone, and Address fields mapped directly. We resolve circular or missing parent companies before loading into HubSpot.

Groundhogg stores the primary company link as a contactmeta entry with meta_key 'primary_company' holding the Groundhogg company ID. We resolve that ID to the migrated HubSpot Company ID and set it as associatedCompanyId on the HubSpot Contact. If no primary company exists, the contact lands without a company association.

Groundhogg deals are stored as a custom post type with deal name, deal value, deal stage, close date, and owner stored in wp_postmeta. These map directly to HubSpot Deal records — Deal Name, Amount, Deal Stage, Close Date, and Owner. Groundhogg's deal stage names map to HubSpot deal stage names via a value-mapping table we build during discovery.

Each Groundhogg pipeline name becomes a HubSpot deal pipeline. Within each pipeline, Groundhogg stage names map to HubSpot deal stage names via a value-by-value mapping table. If your Groundhogg pipeline names overlap with HubSpot's default pipeline, we rename the HubSpot pipeline to match your Groundhogg naming during migration setup.

Groundhogg stores engagement history (calls, emails, meetings, notes) in a dedicated activities table with activity_type, activity_date, and body content. Each activity maps to a HubSpot engagement — calls become Call engagements, emails become Email engagements, meetings become Meeting engagements — linked to the parent HubSpot Contact by email address match.

Groundhogg tags are WordPress taxonomy terms. We join term_relationships with the terms table to collect all tag names per contact, then write them as a comma-separated string to a HubSpot custom contact property (e.g., 'warm-lead, webinar-2024, enterprise-prospect'). In HubSpot, these can be split into HubSpot's native tag or list structure post-migration.

Groundhogg flows (automation sequences, Drip emails, if-this-then-that logic) are stored as WordPress option records with a structured XML-like definition. They have no direct equivalent in HubSpot and cannot be imported. We export the flow definitions as a structured JSON document that your HubSpot admin can use as a reference to rebuild equivalent workflows in HubSpot's workflow builder.

Groundhogg users are WordPress users in wp_users. We match Groundhogg user emails to HubSpot user emails for owner resolution. Any Groundhogg user without a matching HubSpot user is flagged before migration — your team can invite them to HubSpot or reassign their records to an existing HubSpot user.

Groundhogg email templates are stored as a separate post type with HTML content and merge tag placeholders. HubSpot email templates use HubSpot's template system and token syntax. We export Groundhogg email templates as HTML files with a field mapping of Groundhogg merge tags to HubSpot contact tokens so your team can recreate them in HubSpot's email tools.