Five brands, one HubSpot portal
The challenge they faced
The team managed a portfolio of multiple software companies, each operating with separate marketing systems and processes. As the portfolio grew, this fragmentation made it difficult to apply consistent marketing practices across the group while maintaining each brand's individual identity. The client needed a unified platform that could handle multiple brands efficiently without losing control or requiring extensive manual workarounds.
The strategy we mapped
We consolidated five operating companies into a single HubSpot portal using the Brands feature, so each could keep its own identity while sharing one set of systems. Before anything moved, we mapped each brand’s data, forms, workflows and contact types so records wouldn’t be duplicated or land under the wrong brand. Data came first, then automation. The brand already living in the shared portal needed taxonomy work and a brand-tagged re-import, while the others needed migration and setup. Questions about financial workflows, Microsoft email logging and cross-portfolio dashboards were set aside for a second phase.
The solutions we executed
Each brand set up on its own. We configured every brand with its own logo, brand kit, tracking code, email sending domain and partitioned assets.
A full data migration. Using Datawarehouse.io, we moved one brand’s standalone portal into the shared instance, including contacts, companies, deals, line items, files, associations and engagements, then ran a delta import to catch leads that arrived during the cutover. For the brand already in the portal, we added brand-specific properties and re-imported its contacts with the right brand assigned.
Forms, routing and scoring. We rebuilt eleven forms across two brands to HubSpot best practices and built workflows for new lead capture, sales notifications, demo follow-up and routing demo requests between reps with Slack alerts, plus a GDPR legal basis workflow. We also set up lead scoring and brand-filtered lists for segmented email.
Guidance on access, plus a clean handoff. We guided the team through best practices for brand-scoped teams and permission sets, which they set up themselves, and delivered starter dashboards, training and walkthrough documentation.
What changed after the engagement.
The client now runs five brands from a single HubSpot portal, each with its own identity, tracking and sending domain. Contacts, companies, deals, forms and workflows are separated by brand through the Brands feature and brand-specific properties, so the portfolio shares one platform without mixing data. Demo requests are routed and followed up automatically, and leadership has starter dashboards for pipeline and marketing.
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