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A contact owner (or contact team) is typically a college marketing team that holds administrative control over a student record (a student’s history of engagements: when and what they clicked, conversions, etc.)

A conversion happens when a student completes an action, such as clicking a CTA button, filling out a lead form, or completing an application, thereby converting the student and moving them into the next stage of the student lifecycle.

The date that the contact was created in your HubSpot account.

A collection of fields (such as first name, last name, email, phone number, preferred college/program, area of interest) that can be placed on your website or elsewhere to gather key information about students. Information submitted on forms are stored in properties on records in your CRM database.

A prospective student interested in Maricopa Community Colleges who filled out a form (RFI). Leads are part of the lifecycle of converting prospective students to actual students. Leads can also be manually added by staff.

A tool for lead management. Lead statuses are used to determine each step of communication. Our lead statuses include: 

1. Prospect: Potential students who expressed interest in a program or college but haven’t applied.

2. Application Started: Students who have initiated their application process.

3. Applicant: Students who have submitted a completed application.

4. Matriculate: Accepted students preparing to start classes/enroll.

5. Enrolled: Students currently registered and attending classes.

6. Graduate: Students who have completed their degree or certification.

7. Employee: Faculty and staff working within the college.

A collection of contacts and properties based on criteria you set. You can use lists to segment students into specific groups or categories. While a student will have just a single record, they can be on multiple lists based on their engagement. For example, a student can be on multiple college lists, program lists, and other lists (i.e., first-year, early college, bachelor’s degrees, etc.).

Email marketing is a form of digital marketing that involves sending promotional messages or newsletters to a list of subscribers via email.

After the user completes the 4 steps of the lifecycle, that is when they become a Marketing Qualified Lead (MQL). This triggers the lookalike audience in Google—basically signaling to Google that we’ll pay more for leads like this (sending them data). More data improves this process.

A means of targeting your audience, so that each email message appears to have been created specifically for them. Adding elements to your email that are personalized based on information you already know about them. It could refer to addressing the recipient by name, referencing past purchases, or other content unique to each recipient.

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Dynamic content you can insert into an email that changes based on a student’s property values in your CRM. In order for personalization tokens to show a value, the student viewing must be a tracked visitor with a contact record in your CRM and a known property value for that token. Example of a personalization token for an MCC email greeting:“Hey there, future Thunderbird!”

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Regarding Hubspot, program areas are defined as expanded fields of interest. These are broad clusters of programs. Program areas have been expanded for specific programs that are difficult to navigate through fields of interest (FOI) to create a better user experience. Each program area is mapped to a specific FOI available for HubSpot users to view.

Approximately 20 program areas (plus university transfer and undecided).

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A program, degree, or certificate (such as counseling, social work, elementary education, data analytics, cybersecurity, or nursing) with the same name is not listed multiple times for purposes of the initial request-for-information form.

A defining field or filter that you can use to apply to your communications, analyze engagements, etc.

Everything you see in Hubspot is classified as a property record (first name, last name, etc.).

With the sequences tool, you can send a series of targeted, timed email templates to nurture contacts over time. You can also automatically create tasks to remind you to follow up with your contacts. HubSpot’s Sequences tool automates email outreach, follow-up tasks, and A/B testing to increase efficiency and improve engagement.

Lifecycle refers to the six stages of our students’ decision-making process. What's important to understand about the student lifecycle is that each stage will trigger a specific and appropriate piece of content that is relevant to that stage of the student lifecycle.

Lifecycle stages are helpful ways to describe the relationship you have with your audience, and can be broken down into six stages:

1. Prospect: Potential students who expressed interest in a program or college but haven’t applied.

2. Application Started: Students who have initiated their application process.

3. Applicant: Students who have submitted a completed application.

4. Matriculate: Accepted students preparing to start classes/enroll.

5. Enrolled: Students currently registered and attending classes.

6. Graduate: Students who have completed their degree or certification.

An automation tool in HubSpot that automatically enrolls records when they meet specific trigger criteria, then executes a series of marketing, sales, or service processes. For example, a series of emails with timed releases based on when a student performs certain actions such as filling out a request for more information, applying to be a student, enrolling in a college, etc.

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