Migrate from HubSpot to Thawly

Move your lost deals from HubSpot to Thawly in 10 minutes. This guide shows you exactly how to pull a closed-lost report out of HubSpot, save it as a CSV, and drop it into Thawly's importer — including the gotchas we see most often when sales teams export from a multi-pipeline HubSpot.

What you need#

• A HubSpot user account with View access to deals (any seat type works — Free, Starter, Pro or Enterprise).
• A modern browser. No HubSpot app, no API token, no Operations Hub seat needed.
• About 10 minutes.

The CSV will almost always be small — a few hundred to a few thousand rows. You won't need anything more than your spreadsheet app of choice (Excel, Numbers or Google Sheets) if you want to glance at the file before uploading.

Step-by-step extraction#

1. Log in to HubSpot at app.hubspot.com and make sure you're in the right account if you have several.
2. From the top nav choose Sales → Deals. [Screenshot: HubSpot top nav with Sales menu open]
3. In the deals list, change the view from Board to Table using the toggle near the top right. Tables are easier to filter and export than the kanban board.
4. Click + Add filter above the table. Add the filter Deal stage → is any of → select every stage that means "lost" in your account (commonly Closed lost, but you may also have Disqualified, No decision, Lost — competitor, etc.).
5. If you operate multiple pipelines, also add a filter for Pipeline so you only export the pipeline you actually sell from. Pulling lost deals from a recruiting or partner pipeline almost always creates noise.
6. (Optional but recommended) Add Close date is after and pick a sensible cut-off — most teams find anything older than three years too cold to bother with. Thawly is happy to accept older data, but you'll get a tighter signal-to-noise ratio if you trim aggressively here.
7. With your filtered list visible, open the Actions menu top-right of the table and click Export view. [Screenshot: HubSpot deals table with Actions → Export view highlighted]
8. In the export dialogue, choose CSV, leave the encoding as the default (UTF-8) and pick the columns you want — at minimum: Deal name, Associated company, Amount, Close date, Closed lost reason (or your custom equivalent). If you have notes-style custom fields you want Thawly's AI to read, include them too.
9. Click Export — HubSpot emails you a link to the CSV within a minute or two. Download it from the email.

Field mapping#

Thawly's importer auto-maps any reasonable header, so you don't have to rename columns by hand. For reference:

• Associated company → name (this is what Thawly uses to match against Companies House)
• Amount → deal_value (GBP — strip currency symbols if HubSpot exports them)
• Close date → lost_date
• Closed lost reason → lost_reason
• Competitor (custom field if you have one) → lost_to
• Anything else (notes fields, deal description, last activity summary) → notes

If you'd rather use the Deal name as the company name (common when deals are titled Marsden Ltd — Renewal), Thawly will pull the company portion when it auto-resolves against Companies House. Either column works.

What to do with the Notes column#

Don't pre-clean. Paste the raw notes — call summaries, lost-deal post-mortems, "tried again Q3 2024 still no budget" — straight in. Thawly's AI summarises long activity logs and extracts the structured signals (objection type, decision-maker title, competitor name) automatically. Editing notes by hand before upload is wasted work.

If you have HubSpot's Notes engagement type as a separate object you want to bring across, the easiest route is the Notes column on the Deals export — HubSpot includes the most recent note text in that column when you select it.

Common gotchas#

• Duplicate companies. Sales teams often have several lost deals against the same account (Ashbourne Holdings Ltd renewal lost three years running, etc.). Thawly de-duplicates on lower-cased company name within your account, so re-uploading or having repeats is safe — only one company entry is created.
• Currency mismatches. If your HubSpot uses multi-currency, the Amount column is your local currency and Amount in company currency is the converted figure. Pick the column that's already in GBP — Thawly stores deal values as plain numbers without a currency symbol, and mixing currencies in one CSV will skew prioritisation.
• Multi-pipeline contamination. A common trap: the marketing pipeline contains a "lost" stage that means "newsletter unsubscribed", not "we tried to sell and failed". Filter to the sales pipeline only. If you're not sure which is which, ask your RevOps lead — or send the CSV to support and we'll spot it on the import preview.
• Stale "won" or "open" deals. If your team uses a non-standard stage name like Closed (lost) or Lost — recoverable, double-check the filter caught them all. Conversely, watch for Closed (won) — churned slipping into a lost report; those are existing customers, not lost deals.
• HubSpot's "Closed lost reason" is sometimes blank. That's fine — Thawly will still draft a re-engagement message; it just won't reference the original reason. If you want the message to be sharper, fill in even a one-word reason (price, competitor, timing) before exporting.

What happens next#

Once you have the CSV, drop it at thawly.co.uk/upload. We'll auto-map the columns, run a Companies House lookup against every company name and show you a per-row preview before importing anything. You'll be able to fix bad matches and exclude rows from a single confirmation page.

Then sit back. Thawly starts monitoring from the next signal-source pass and your first digest lands the morning a real signal fires — see Reading your digest for what to expect, and Buying signals in B2B sales for the philosophy behind why dead-deal monitoring works.

Coming from a different CRM?#

• Migrate from Salesforce — closed-lost opportunity reports.
• Migrate from Pipedrive — pipeline-aware lost deals.
• Migrate from a spreadsheet — if your lost deals never made it into a CRM.

For the underlying philosophy of monitoring lost deals as a sales motion, read Dead deal recovery.