How Caring.com Achieved 99.9% Data Accuracy and 28% More Leads After Switching to HubSpot
Seeking better automation capabilities and cleaner data management, Caring.com leveraged SmartBug’s expertise to execute a Salesforce to HubSpot migration, implementing tools like Service Hub and Sales Hub to streamline communication and stimulate business growth.
The Problem
Subpar Automations and Messy Data Management
When SmartBug connected with the client’s team, Caring.com was seeking better automation capabilities and cleaner data management than what it was receiving with Salesforce. The primary goal was to start fresh with cleaner data and processes to match, as the organization had accumulated a mess of relatively meaningless data within Salesforce.
Overall, the team struggled with fragmented lead data, inconsistent lifecycle stages, duplicate records, and manual tracking processes, leading to inefficiencies and missed opportunities in sales and onboarding pipelines. Making Salesforce work simply required too much lift—they needed a new and improved solution that offered actionable visibility to support their business model.
Better data management through HubSpot would contribute to the company’s ultimate goal of streamlining processes at every stage, from sales to onboarding, support, and offboarding. Achieving this required the use of independent automations and other advanced HubSpot features, and Caring.com was adamant about limiting external expertise. After completing the Salesforce to HubSpot migration, the client could leverage HubSpot’s functionalities to improve its data integrity and accessibility with assistance from the SmartBug team.
When searching for alternative solutions, Caring.com concluded that HubSpot offered better data monitoring and management capabilities than Salesforce. The next step was to initiate and execute a smooth transition to the new system.
If you go onto a company [profile], you can really see—from beginning to end—the lifecycle of a partner, which I didn't have until HubSpot.
Discovery
Week 1 →
Client Onboarding
Caring.com officially became a client for HubSpot Onboarding and Salesforce Migration Support. This marks the beginning of the engagement, with early alignment on goals and expectations.
Kickoff Planning
Initial communications kicked off planning for the migration. Tasks included coordination of Salesforce access, analysis of custom objects, and early discussions on platform differences. Stakeholders aligned on the scope of Salesforce data and the overall integration strategy.
Setup
Week 2 - Week 3 →
Internal Planning
SmartBug held internal planning and scheduling meetings to define pricing, scope, and the sequencing of project milestones.
Reverse Demo & Alignment
The team conducted a reverse demo walkthrough and held Q&A sessions to clarify expectations and confirm next steps.
Week 4 →
Workflow Strategy
Discussion focused on workflow and automation strategy, including how and when to integrate Twilio. A key decision was made regarding the timing of workflow configuration—before or after data migration.
Implementation
Week 5 →
Salesforce Custom Objects Review
Admin access to Salesforce was granted. SmartBug reviewed the full list of custom objects to determine which ones would be migrated, rebuilt, or excluded.
Week 6 →
Migration Plan Finalized
Migration decisions were finalized, including which data to import and a phased timeline for the quoting and migration process.
Training
Week 8 - Week 9 →
Final Support & QA
The final stage focused on last-mile implementation support, including final training sessions, documentation, and data integrity reviews.
Week 10 →
Completion
The onboarding and migration project officially wrapped up, marking the successful completion of Caring.com’s transition to HubSpot.
The Results
Minimal Downtime, Maximum Visibility
Post-implementation, Caring.com saw improved insights, increased inbound lead generation, and a seamless transition without productivity dips. Once the team finalized the migration plan, the organization achieved full CRM operational readiness within 30 days, with minimal downtime and no productivity downturn, compared to typical migrations that risk a significant loss in efficiency. Inbound lead forms increased by 28% within 90 days post-migration, a result that aligns with the 21–30% sales revenue growth most businesses experience after CRM implementation.
Caring.com successfully migrated over 20,000 Salesforce records to HubSpot with 99.9% data integrity — far surpassing the industry average, as only 37% of businesses report high CRM data quality. This marked improvement in lifecycle visibility and data integrity post-migration both satisfied and empowered the Caring.com staff. Over 500 duplicate records were eliminated during migration prep, supporting the commitment to data quality and reducing the risk of errors, a common challenge in CRM management. Access to cleaner data and more comprehensive reports not only streamlined administrative work, it helped teams better understand their customer base, enabling deeper connections with their clientele.
Furthermore, the partnership’s success in setting up the B2C portal laid the foundation for the B2B side, enabling the client to explore potential use cases for custom objects in its B2B processes. As the company continues monitoring adoption and efficiency gains in the sales team, Caring.com can leverage better insights and visibility into the partner lifecycle.
