Migrate from Right On Interactive to Nutshell

Right On Interactive Contacts map to Nutshell Person records via the Contacts API endpoint. Each Contact carries a lifecycle stage label (account-configured, e.g., 'Prospect', 'MQL', 'Customer') that we capture as a custom field on Person rather than relying on Nutshell's native status, which is tied to the Lead lifecycle. The contact's primary email, phone, address, title, and owner assignment migrate directly. HubSpot-style owner-to-Nutshell-user resolution happens by email match; any owner without a matching Nutshell user is flagged in a reconciliation queue for admin provisioning.

Right On Interactive Accounts store firmographic data used in 3D scoring (company size, industry, revenue tier). These map to Nutshell Account records via the Companies API. The account domain and website become the dedupe key for matching against existing Nutshell Accounts during import. We create Accounts before Person records so that the account_id reference is resolved at Person insert time, avoiding orphaned persons without an account link.

Right On Interactive lifecycle stage names are account-configured custom labels, not fixed platform values. We capture the full stage label set during discovery and create a matching custom picklist field on Person before migration. Each contact's stage label maps to the corresponding picklist value in Nutshell. If the destination Nutshell account uses Leads for unqualified prospects, contacts at 'Lead' or 'Prospect' stage may alternatively map to Lead records; this is decided during scoping based on the customer's sales process.

Right On Interactive's 3D scoring produces three sub-scores (behavioral, demographic, firmographic) plus an aggregate score. Nutshell's native scoring applies to Leads only on paid tiers and stores a single numeric value. We export all three sub-scores as individual custom number properties on Person (e.g., roi_behavioral_score__c, roi_demographic_score__c, roi_firmographic_score__c) and place the aggregate score in Nutshell's native lead_score field if the contact maps to a Lead, or in a custom aggregate field if it maps to a Person. This preserves the analytical dimension while maintaining compatibility with Nutshell's segmentation tools.

Right On Interactive Leads (synced from CRM integrations) map directly to Nutshell Lead records. Lead source attribution, initial scoring at time of sync, and lead status migrate as Lead custom fields. If the customer uses Nutshell Leads as a separate record type for unqualified prospects, we route contacts with early lifecycle stages (e.g., 'Lead', 'Prospect') to Lead; contacts with qualified stages (e.g., 'SQL', 'Customer') route to Person attached to an Account.

Right On Interactive engagement events (email opens, link clicks, form submissions, page visits) migrate as Activity records attached to the corresponding Person in Nutshell. Each activity gets a type (Email Open, Form Submit, etc.), a timestamp, and a reference to the campaign or program that generated it. Activity data is written via Nutshell's API in batched requests; we throttle to avoid rate limits on find requests and use stub responses where full detail is not required for the activity log.

Right On Interactive Opportunity data synced from CRM integrations does not have a direct Nutshell equivalent because Nutshell's core CRM model centers on Person and Account with pipeline management through its own deal tracking. If the customer's Right On Interactive instance contains active opportunity records with stage and value data, we map these to Nutshell Lead records with a custom opportunity_value__c field and a nurture_track custom field, or we flag them for a separate CRM migration if the customer is moving to a full CRM from Nutshell simultaneously.

Event and webinar registrations including invitation status, attendance records, and follow-up sequence assignments migrate as Person activities with a custom event_type field distinguishing between registration, attendance, and no-show states. The Nutshell user assigned to the registration migrates as the activity owner. Follow-up task assignments migrate as Task records linked to the Person.

Right On Interactive campaign records include program assets, budgets, and multi-channel assignments that do not map to Nutshell's native objects. We migrate campaign name, campaign type, and status as custom fields on the Activity records that represent campaign-triggered engagements. Active execution state and campaign budgets require separate documentation and rebuild in Nutshell or a dedicated marketing automation layer.