CASE STUDY
Pipedrive & Import2: A Decade of Partnership That Drove CRM Innovation
In 2012, Pipedrive was an emerging startup on the verge of exponential growth. Fresh from an accelerator program, the company had already carved out a niche as a CRM with a human-first approach, distinguishing itself from larger, more cumbersome platforms. But as Pipedrive’s customer base expanded, a significant roadblock emerged: onboarding new customers who needed to migrate their data from other CRMs was becoming a resource-draining nightmare.
The Challenge
Pipedrive’s customers, many of whom were migrating from tools like Highrise, Salesforce, and SugarCRM, faced insurmountable obstacles when attempting to import their data. While some CRMs offered basic CSV export capabilities, others, like Highrise, used XML and JSON formats that were far too complex for the average user. This meant Pipedrive’s support team often spent hours - sometimes up to eight hours per call - helping customers manually import their data.
The inefficiency threatened Pipedrive’s ability to scale. Customers expected a seamless, low-cost onboarding experience from a platform that charged as little as $8 per user per month. Hiring consultants or building an in-house solution wasn’t an option for many. Pipedrive’s CTO recognized this bottleneck as a critical issue and sought a partner who could alleviate the strain on resources while ensuring a smooth customer experience.
The inefficiency threatened Pipedrive’s ability to scale. Customers expected a seamless, low-cost onboarding experience from a platform that charged as little as $8 per user per month. Hiring consultants or building an in-house solution wasn’t an option for many. Pipedrive’s CTO recognized this bottleneck as a critical issue and sought a partner who could alleviate the strain on resources while ensuring a smooth customer experience.
"We recognized early on that seamless customer onboarding wasn’t just a nice feature - it was mission-critical. Without solving the migration challenge, we couldn’t scale while maintaining the exceptional user experience that defined Pipedrive."
Sergei Anikin
Pipedrive CTO
The Partnership
Enter Import2, a company born from the very problem Pipedrive was facing. After a meeting between Pipedrive’s CEO and Import2’s founders, the solution quickly took shape: a scalable, software-driven approach to data migration.
By late 2012, Import2 had developed its first scripts and API-level integrations, tailored to move data seamlessly from other CRMs into Pipedrive. What began as a handful of migrations in December 2012, grew to over a hundred migrations per month by the end of 2013. The following years saw these numbers grow to several hundred migrations monthly, a pace that continues to this day.
By late 2012, Import2 had developed its first scripts and API-level integrations, tailored to move data seamlessly from other CRMs into Pipedrive. What began as a handful of migrations in December 2012, grew to over a hundred migrations per month by the end of 2013. The following years saw these numbers grow to several hundred migrations monthly, a pace that continues to this day.
What Made It Work
Several factors contributed to the strength of this partnership and Pipedrive’s remarkable growth:
A Shared Vision
Both companies prioritized scalability and customer experience. Pipedrive’s bold decision to offer free, full migrations to all users—whether on a trial, free plan, or paid subscription—set them apart. This strategy removed barriers for potential customers, encouraging more trials and conversions.
Seamless Integration
Import2’s ability to handle complex data types—including notes, emails, and activity history—was a game changer. Import2 also supported Pipedrive-to-Pipedrive migrations, accommodating businesses merging accounts or consolidating teams.
Deep Collaboration
Import2’s founders took a hands-on approach, frequently visiting Pipedrive’s offices and fostering relationships with their team. Regular workshops and close communication ensured that the migration solution evolved alongside Pipedrive’s needs.
A Shared Vision
Both companies prioritized scalability and customer experience. Pipedrive’s bold decision to offer free, full migrations to all users—whether on a trial, free plan, or paid subscription—set them apart. This strategy removed barriers for potential customers, encouraging more trials and conversions.
Seamless Integration
Import2’s ability to handle complex data types—including notes, emails, and activity history—was a game changer. Import2 also supported Pipedrive-to-Pipedrive migrations, accommodating businesses merging accounts or consolidating teams.
Deep Collaboration
Import2’s founders took a hands-on approach, frequently visiting Pipedrive’s offices and fostering relationships with their team. Regular workshops and close communication ensured that the migration solution evolved alongside Pipedrive’s needs.
The Results
The partnership’s impact on Pipedrive’s growth trajectory is undeniable. By 2013, Pipedrive’s conversion rates improved significantly and the customer base had skyrocketed from 7,000 to over 40,000 users, thanks in part to Import2’s seamless migration solution.
"The ability to offer full, effortless migrations - completely free - transformed our onboarding process and had an immediate impact on conversions,” Sergei Anikin shared. “Import2 made the impossible easy, allowing us to focus on scaling without compromising the customer experience."
By removing friction from the onboarding process, Pipedrive could focus its resources on product development rather than support-heavy tasks. This operational efficiency allowed the company to scale rapidly, ultimately achieving unicorn status and serving over 100,000 customers by 2015.
Lessons Learned
Pipedrive’s success story offers valuable insights for other SaaS companies:
Don’t Gatekeep
Offering free, full migrations from day one removed barriers for potential customers and maximized conversions.
Invest in Customer Onboarding
A seamless onboarding experience can make or break a company’s growth, especially in competitive markets.
Focus on Relationships
The personal connections between Import2 and Pipedrive’s teams were instrumental in building trust and driving long-term success.
Don’t Gatekeep
Offering free, full migrations from day one removed barriers for potential customers and maximized conversions.
Invest in Customer Onboarding
A seamless onboarding experience can make or break a company’s growth, especially in competitive markets.
Focus on Relationships
The personal connections between Import2 and Pipedrive’s teams were instrumental in building trust and driving long-term success.
A Partnership That Endures
Over the past 11 years, Import2 has facilitated tens of thousands of migrations for Pipedrive, adapting to new challenges and maintaining the same level of commitment and collaboration. The relationship stands as a testament to what’s possible when two companies align on their goals and values.
As Pipedrive continues to innovate and grow, Import2 remains a trusted partner, ensuring that no customer is left behind during their data migration journey. Together, they’ve proven that a seamless, customer-centric approach to onboarding isn’t just a nice-to-have - it’s a game changer.
As Pipedrive continues to innovate and grow, Import2 remains a trusted partner, ensuring that no customer is left behind during their data migration journey. Together, they’ve proven that a seamless, customer-centric approach to onboarding isn’t just a nice-to-have - it’s a game changer.
"Our partnership with Import2 wasn’t just about solving a technical challenge—it was about aligning on a vision for growth and customer success. Over a decade later, their commitment and innovation continue to empower us to deliver an exceptional CRM experience.” - Sergei Anikin
About Import2
Import2 is an automated, user-friendly data migration software that imports data 10 times faster than traditional methods at a 1/10th of the cost, with unmatched accuracy and security from over 12 years of experience and 60,000 migrations.