Migrate from RollWorks Account-Based Platform to HubSpot

RollWorks accounts map to HubSpot Companies. If RollWorks and HubSpot were already bidirectionally synced, FlitStack matches existing HubSpot Companies by RollWorks account ID stored in HubSpot during the prior integration, then merges engagement data onto the matched record. Accounts without a HubSpot counterpart are created as new Company records. RollWorks account properties (domain, industry, employee count, ICP fit grade) map to corresponding HubSpot Company properties or custom fields.

RollWorks Account Lists have no native HubSpot equivalent — HubSpot lists operate on contacts, not accounts. FlitStack maps each RollWorks Account List to a HubSpot static Company list and adds a RollWorks_List_Name__c custom multi-select or text property on the Company record so list membership is queryable in HubSpot reports. If your RollWorks account lists overlap (one account in multiple lists), HubSpot's Company list model handles this correctly since a Company can belong to multiple static lists.

RollWorks Account Groups contain multiple Account Lists. These map to HubSpot Company list groups or tags. FlitStack creates a naming convention in HubSpot (e.g., [Group Name] > [List Name]) using HubSpot's list hierarchy or a custom text property to preserve the parent-child relationship from RollWorks. If your RollWorks instance uses account groups for campaign targeting, FlitStack surfaces the full group-to-list hierarchy in the migration plan so your team can decide how to model it in HubSpot.

HubSpot has lifecycle stages for contacts but no native account-level journey stage. FlitStack creates a RollWorks_Journey_Stage__c custom pick-list property on the Company object, populating it with RollWorks' stage values (Unaware, Aware, On Radar, Target, Prospect, Opportunity, Customer). If the same company can have multiple contacts at different journey stages in RollWorks, the migration plan surfaces this as a multi-value field or association note — your team decides the HubSpot model.

RollWorks ICP Fit Grade (A, B, C, D, F) has no direct HubSpot equivalent — HubSpot's native company scoring is behavioral, not firmographic. FlitStack creates a RollWorks_ICP_Fit_Grade__c pick-list on the Company record, preserving the grade from RollWorks along with any custom-fit notes. ICP Employee Range and Annual Revenue from RollWorks map directly to HubSpot's numberofemployees and annualrevenue Company properties.

RollWorks Sales Insights include Spike Level, Spike Date, Number of Spiked Matched Contacts, and intent keyword summaries. These map to a suite of custom fields on the Company record: RollWorks_Spike_Level__c, RollWorks_Spike_Date__c, RollWorks_Spiked_Contacts__c, and RollWorks_Top_Intent_Keywords__c (text). HubSpot reports can reference these for account prioritization. Spike notifications that were pushed to Salesforce or HubSpot via the RollWorks widget already appear in HubSpot for synced accounts — FlitStack checks for duplicates before writing.

RollWorks tracks per-account ad impression counts, click counts, and website page views as engagement metrics used for journey progression and reporting. These map to custom number fields on the HubSpot Company: RollWorks_Ad_Impressions__c, RollWorks_Ad_Clicks__c, RollWorks_Page_Views_30d__c. If RollWorks stores a rolling 30-day or 90-day window, FlitStack preserves the period label and snapshot date so HubSpot reporting is consistent.

RollWorks synchronizes contacts from the connected CRM (HubSpot or Salesforce) as part of its integration. If RollWorks is the source of truth for contacts (rare — most teams use RollWorks as an overlay), FlitStack maps contact records by email, preserving RollWorks-specific contact properties like Hot Contact flags, contact intent signals, and role labels. Standard contact properties (name, email, phone, jobtitle) map directly to HubSpot Contact fields.

RollWorks AdRoll Workflows orchestrate actions across HubSpot, Marketo, email, and advertising based on account signals — they have no equivalent in HubSpot native tooling. FlitStack does not migrate workflow definitions. We export your RollWorks workflow configurations (triggers, conditions, actions, and target systems) as a structured JSON reference document that your HubSpot admin or RevOps team can use to rebuild equivalent automations in HubSpot Workflows or Operations Hub.

RollWorks stores advertising campaign creative, spend data, CPM billing, and channel configuration for display, LinkedIn, and Facebook campaigns. These are AdRoll platform configuration, not CRM account data — they have no place in HubSpot. FlitStack preserves campaign names, targeting criteria, and historical spend as a CSV export for your media team's records. Rebuying advertising through HubSpot Ads is a separate integration decision post-migration.

RollWorks surfaces high-intent and very-high-intent keyword topics per account based on G2 intent data and AdRoll signal processing. These keywords indicate what an account is researching. FlitStack maps this to a RollWorks_Intent_Keywords__c text property on the HubSpot Company record. Your sales team can use this field to personalize outreach. Note: RollWorks also offers a G2 integration for buyer-intent signals — if your intent data comes from that source, FlitStack preserves it identically.

RollWorks surfaces Hot Contacts when a tracked contact visits your website after seeing an ad — these appear as alerts in Salesforce or HubSpot via the Sales Insights widget. FlitStack migrates the Hot Contact flag as a RollWorks_Hot_Contact__c boolean property on the HubSpot Contact record, along with the RollWorks_Sales_Alert_Date__c datetime. Rebuilding real-time Hot Contact alerts in HubSpot requires HubSpot's engagement tracking or a third-party ABM tool.