From Village Master to HubSpot without missing a lead

ONEtoANOTHER needed off its legacy Village Master system and onto a platform that could actually nurture. The Garden ran the full HubSpot migration in 12 weeks, boosting email engagement 31% along the way.

Client: ONEtoANOTHER
Industry: Aged Care
Solutions: Marketing Technology
Services: Marketing Automation, CRM, Integrations
Region: Australia

Autoresponder open rate

64.7%

Autoresponder click-through rate

30.8%

Weeks from kick-off to trained handover

12

The challenge

A CRM migration risks everything at once: historical data, live enquiries, brand consistency and team adoption. ONEtoANOTHER’s data needed exporting from Village Master, deep-cleaning, and importing without losing the unique workflows the business ran on.

Our solution

The 12-week plan ran in phases: HubSpot Marketing and Sales Hub setup with reporting dashboards first, then a comprehensive data audit and cleanse, bespoke email templates integrated into HubSpot’s library, and autoresponder workflows automating immediate acknowledgment of every Contact Us enquiry. Custom objects preserved ONEtoANOTHER’s unique processes while unlocking HubSpot’s advanced tools, and final testing and training sessions closed out the handover.

Lifecycle stages became the sharpest optimisation, categorising leads by position in the purchase journey so communications matched readiness to buy, while assigned contact owners meant no lead was left behind and every follow-up was timely.

The results

The autoresponders open at 64.7% and click through at 30.8%, email engagement rose 31% across the 12 weeks, and lead management now runs on lifecycle stages and clear ownership: a migration that landed ready to operate from day one.

From the team

This project was a perfect example of how a well-executed CRM migration can lead to dramatic improvements in both marketing automation and lead management, setting the stage for ongoing success.