Cleverreach - HubSpot Integration

Skills used

• CRM and marketing automation expertise (HubSpot, CleverReach)

• Data mapping and integration logic

• Workflow and email automation design

• GDPR compliance knowledge

• Project management and stakeholder coordination

My Role & Business Impact

As the project lead, I coordinated cross-functional teams, managed timelines, and ensured data integrity throughout the migration. The outcome was a fully centralized marketing system with:

• Cancellation of the Cleverreach license, saving appr. 1.2k Euro yearly

• Streamlined data governance

• Improved GDPR compliance

• Enhanced scalability for future marketing initiatives

As part of a strategic initiative to centralize marketing operations, we successfully migrated one of our business units from CleverReach to HubSpot, aligning all marketing activities under a single CRM platform. CleverReach had been used extensively for automated and manual email campaigns, autoresponder workflows, integration with the product backend to sync trial and customer data and audience segmentation and subscription management

About Cleverreach

Actions Taken

Objective

Consolidate marketing operations by migrating all email automation, segmentation, and data integrations from CleverReach to HubSpot.

Recreating All Marketing Assets (Emails, Workflows) in HubSpot

I conducted a full audit of existing CleverReach assets, including newsletters, promotional campaigns, and autoresponder sequences. Each email was rebuilt in HubSpot using its drag-and-drop editor, ensuring brand consistency and responsive design. Workflows were restructured using HubSpot’s automation engine, replicating logic for lead nurturing, onboarding, and re-engagement while optimizing for performance and scalability.

Rerouting Online Forms to HubSpot for Unified Lead Capture

All web forms previously connected to CleverReach were identified and replaced with HubSpot forms. Forms that were built by product backend remained as they also needed specific information and trigger (like license keys etc.) to stay connected. I also configured form actions to trigger appropriate workflows, assign lifecycle stages, and apply GDPR-compliant consent tracking.

Replacing the CleverReach Backend Sync with a Custom Object in HubSpot

The product backend integration, which previously pushed trial and customer data to CleverReach, was reengineered to sync with HubSpot in collaboration with the product backend dev team. I created a custom object in HubSpot to represent product usage data, mapping key fields such as trial start date, product type, and user status. This allowed for more granular segmentation and personalized communication based on real-time product engagement.

Rebuilding Segmentation Logic and Subscription Preferences

I analyzed existing CleverReach segments to rebuild them in HubSpot using lists and custom properties. This included behavioral segments (e.g., trial users, active customers), demographic filters, and subscription types. Subscription preferences were aligned with HubSpot’s subscription center, allowing users to manage their communication preferences transparently and in compliance with GDPR.

Migrating Contact Data with Integrity Checks

Contact data was exported from CleverReach and imported into HubSpot using a structured migration plan. We performed data cleansing to remove duplicates, normalize fields, and ensure accurate mapping. Custom properties were created in HubSpot to preserve historical data, and integrity checks were run post-import to validate completeness and consistency.

Ensuring GDPR Compliance

I reviewed all subscription data to ensure it met GDPR standards. This included verifying consent records, updating legal basis for processing, and configuring double opt-in where required. HubSpot’s GDPR tools were leveraged to manage consent, provide access logs, and enable data deletion upon request. Subscription types were audited and adjusted to reflect user preferences accurately.

Final Summary

This successful migration not only reduced operational complexity but also laid the foundation for more efficient, data-driven marketing across the organization. It demonstrates the value of aligning tools and processes under a unified CRM strategy.