Migrate from Marketing Optimizer to Nutshell

Marketing Optimizer Contact records map directly to Nutshell People records. Standard fields (name, email, phone, address) map to Nutshell's corresponding People properties. We preserve the original Contact ID as a custom property mo_contact_id__c for audit and cross-reference during reconciliation. Any HubSpot Owner assignment maps to a Nutshell User lookup on the People record.

Marketing Optimizer Leads carry a lifecycle stage tied to the lead-selling workflow that does not map 1:1 to standard CRM lead statuses. We preserve the current stage and assignment status as a custom People property mo_lifecycle_stage__c in Nutshell rather than creating a separate Lead object. The customer reviews this property during scoping and decides whether to retain the original values, map them to Nutshell pipeline stages, or normalize them against a standard status taxonomy.

Assignment records in Marketing Optimizer map a lead to a specific buyer or internal user. We migrate these as a custom People property mo_assigned_buyer__c rather than a separate object. The assignment relationship is flattened into a single text or user lookup field on the People record. If a lead is assigned to multiple buyers, we store the comma-separated list and the customer decides whether to split into multiple People records post-migration.

Marketing Optimizer company records map directly to Nutshell Company records. Company name, domain, address, and industry fields migrate 1:1 where present. We use company name as the dedupe key during import. Nutshell People records are linked to the corresponding Company via the people_id lookup after both objects are created.

Marketing Optimizer Campaign records (name, type, associated contacts) map to Nutshell Campaign records. We re-link associated People records during import using email-based matching. Campaign type values map to Nutshell Campaign type picklist; any unmapped types are stored in a custom property mo_campaign_type__c for the customer to normalize.

Marketing Optimizer tracks pages visited and time on site per contact. This data migrates as a custom People property mo_web_tracking__c containing a text summary of visit frequency and key pages. Destination CRMs handle web activity differently, and Nutshell does not maintain a native web tracking object, so the data is preserved as a historical reference field rather than a structured activity record.

Any custom fields added in Marketing Optimizer require field-level mapping to Nutshell custom properties on the corresponding object. We document all custom field names, data types, and picklist values during scoping. Nutshell supports custom properties for People, Companies, and Deals. The customer chooses which object each custom field maps to based on business context. All custom properties are created in Nutshell before any data import begins.

Marketing Optimizer automated workflows define lead routing, scoring, and action triggers. Workflow logic is platform-specific and not exposed in a transferable format. We do not migrate workflows as code. Instead, we document every active workflow with its trigger conditions, action sequences, and assignment rules as a migration artifact. The customer receives a written inventory of workflows to rebuild in Nutshell's automation builder. We flag any workflows that have no direct Nutshell equivalent and suggest a functional replacement.