As businesses expand and acquire new ventures, managing a diverse portfolio of brands becomes a complex challenge. A common hurdle arises with HubSpot: How can multiple brands within separate portals be effectively managed without sacrificing efficiency or brand integrity? I recently spearheaded a high-impact project that successfully merged two distinct HubSpot portals into a single, unified instance, demonstrating a robust multi-brand HubSpot strategy that preserves unique brand identities while enhancing overall operational consistency.
Operating multiple brands across individual HubSpot portals often leads to significant inefficiencies, including data silos, duplicated marketing assets, inconsistent reporting, and cumbersome workflows. Each brand typically maintains its own:
Custom HubSpot modules and templates
Email marketing campaigns and automation workflows
CRM properties and segmented lists
Website tracking scripts and analytics integrations
The core objective was to centralize operations, achieve HubSpot cost savings, and provide unified reporting, all while allowing each brand to maintain its distinct voice and market presence.
My approach to this HubSpot portal consolidation project was phased and meticulously planned, ensuring zero data loss, minimal business disruption, and a future-proof, scalable HubSpot solution.
🔁 Step 1: Comprehensive HubSpot Portal Audit & Discovery
Thoroughly cataloged all existing assets: HubSpot landing pages, blog posts, custom modules, workflows, forms, reports, and dashboards.
Identified overlaps, redundancies, and opportunities for HubSpot optimization.
Flagged custom-coded elements and integrations (e.g., HubSpot API integrations) requiring careful reconfiguration or rebuilding.
🧩 Step 2: Designing a Scalable Multi-Brand HubSpot Ecosystem
Implemented a logical folder structure and consistent naming conventions for HubSpot assets to ensure clear brand separation.
Leveraged HubSpot custom themes and HUBL logic for conditional styling to deliver brand-specific user experiences within a single portal.
Established brand-specific domains or subdomains for web assets.
Developed sophisticated list segmentation and brand-based CRM properties to precisely control email sends, marketing automation, and sales workflows.
⚙️ Step 3: HubSpot Data Migration & Asset Consolidation
Utilized HubSpot APIs, native export/import tools, and custom scripts for secure migration of critical data:
HubSpot contacts with complete history and engagement data
Custom CRM properties and values
Marketing automation workflows, forms, and segmented lists
Website pages, blog content, and landing pages
Rebuilt or refactored custom modules and templates to function efficiently within a centralized, reusable HubSpot theme.
Migrated and restructured reports and dashboards, incorporating brand-tagged views for clear performance insights.
🔐 Step 4: Robust Governance & HubSpot Access Control
Configured HubSpot Teams and Partitioning to ensure granular access control, allowing each brand's marketing and sales teams to view and manage only their relevant assets.
Created shared HubSpot dashboards for executive oversight and brand-specific dashboards for day-to-day operations.
Defined clear asset ownership, implemented role-based permissions, and established brand-centric reporting frameworks.
✅ Step 5: Quality Assurance, Redirects, & Seamless Go-Live
Conducted extensive HubSpot QA testing across all migrated elements: links, workflows, CTAs, forms, and email templates.
Implemented comprehensive 301 redirects for all legacy URLs to preserve SEO equity and user experience.
Thoroughly tested CRM pipelines and critical integrations (e.g., Salesforce integration with HubSpot, Stripe, Google Analytics).
Provided comprehensive HubSpot training to internal teams on navigating and utilizing the unified portal with brand-specific workflows.
This HubSpot consolidation project delivered significant benefits: it eliminated redundancy, achieved substantial HubSpot license cost reductions, and provided leadership with unparalleled cross-brand visibility into marketing and sales performance. All this was accomplished without compromising each brand's unique identity or messaging. The teams now operate within a single, streamlined ecosystem, making new brand onboarding into HubSpot an incredibly efficient and low-lift process.
If you're grappling with the complexities of managing multiple brands in HubSpot or contemplating a HubSpot portal migration, the cornerstone of success lies in architecting a system with modularity, robust permissions, and inherent scalability. As a specialist in HubSpot CMS development and custom solutions, I engineer systems that not only perform flawlessly but are designed to evolve with your business.
Want to explore how my expertise can transform your HubSpot multi-brand strategy or assist with a complex portal consolidation? Let's connect.