Migrate from Lead Guerrilla to Mailchimp

Lead Guerrilla Contact records map to Mailchimp Members within a target Audience. Standard fields (email, first name, last name, phone, address) map directly to Mailchimp merge fields (EMAIL, FNAME, LNAME, PHONE, ADDRESS). Lead scoring values from Lead Guerrilla migrate as a custom numeric merge field (LEADSCORE) so the customer's team can use it in segmentation rules post-migration. Any custom contact properties export as additional merge fields or are documented for manual entry if Mailchimp's merge field limits are reached.

Lead Guerrilla Companies do not have a direct Mailchimp equivalent because Mailchimp has no native Account or Company object. We extract the Company name and store it in Mailchimp's COMPANY merge field on each related Member. If the customer requires company-level reporting in Mailchimp, we add a tag for each unique company name (format: Company: [Name]) and document this as a Mailchimp tag-based segmentation strategy the customer can use to group members by organization.

Lead Guerrilla Campaigns map to Mailchimp Campaigns created within the target Audience. We export campaign configuration including channel assignments (email, SMS), timing rules, and enrollment triggers. Note that only email campaigns migrate as standard Mailchimp Campaigns; SMS campaigns require Mailchimp's SMS add-on and are documented separately with SMS-specific setup requirements. Twitter and web notification channels used in Lead Guerrilla have no Mailchimp equivalents and are flagged in the campaign inventory for the customer's team to evaluate.

Lead Guerrilla Segments (groups of contacts filtered by form source, behavior, or demographic criteria) map to Mailchimp Segments. We export segment filter conditions and member counts, then rebuild them in Mailchimp using Mailchimp's segment builder syntax. Segment membership is translated dynamically rather than as a static list — if the Lead Guerrilla segment used a date-based filter (contacts added after January 1), we replicate the same logic in Mailchimp rather than exporting a snapshot member list.

Lead Guerrilla tags applied to Contacts and Companies migrate directly to Mailchimp Tags on each Member. Tag naming conventions are preserved exactly as-is to maintain segment continuity. Mailchimp tags support multiple per Member, matching Lead Guerrilla's tagging model. We export the full tag list and apply it during the Member import phase.

Lead Guerrilla's numeric lead scoring values migrate as a custom Mailchimp merge field named LEADSCORE. Mailchimp does not have native lead scoring, so the raw score is preserved but will not update automatically. We document the original scoring model (point values per action, thresholds) in the handoff playbook so the customer's team can either manually update scores or implement a third-party scoring tool like Databox or a custom Zapier/Make integration that updates LEADSCORE based on Mailchimp activity events.

Lead Guerrilla activity history (email opens, clicks, page visits, form submissions) does not map cleanly to Mailchimp because Mailchimp tracks its own engagement activity on emails it sends rather than on historical imports. We perform a best-effort migration of recent high-value activities (last 90 days of email engagement, form submission records) as Notes attached to each Member. Older activity history and web tracking data are documented in an activity export CSV for the customer's reference but are not individually imported as Member records in Mailchimp due to Mailchimp's activity model.

Lead Guerrilla Landing Pages cannot be exported as portable HTML or schema files. We export page metadata (title, URL slug, published status), form field definitions, and redirect rules as a structured document. The customer's team must rebuild landing pages in Mailchimp's Landing Page builder (included in Standard tier and above) or in their preferred landing page tool. We provide a field-level mapping so the rebuild is guided rather than ad hoc.

Lead Guerrilla embedded web forms collect contact data and trigger enrollment actions. We export form field definitions, submission mappings, and redirect behavior. Form logic (field visibility conditions, required field rules, submission triggers) is documented in the automation playbook. Mailchimp Forms (available in all tiers) are the rebuild target. We map each Lead Guerrilla form field to its Mailchimp Form equivalent so the rebuild is a guided copy, not a blank start.

Lead Guerrilla's automation engine defines when emails fire, when contacts enroll or unenroll from campaigns, and what score adjustments occur on specific actions. There is no export path for this logic. We cannot migrate automation rules automatically. During discovery we capture screenshots and configuration notes for every active automation via the admin UI, then deliver a detailed Customer Journeys playbook mapping each Lead Guerrilla trigger, condition, and action to its Mailchimp Customer Journeys equivalent. The customer's marketing team rebuilds the automations post-migration using our playbook as the specification.