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In our case, a business unit refers to one of our colleges, such as South Mountain Community College or GateWay.

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A call-to-action is a text link, button, image, or form fill that encourages a student to take an action, such as visiting a landing page or requesting more information.

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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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A

Average Pageviews
Average number of pageviews per session for this student. Set automatically.

Award Type
Type of degree or certificate (credit or clock)

B

Became a Customer Date
The date when a student’s lifecycle stage changed to Customer. This is automatically set by HubSpot for each contact.

Became a Lead Date
The date when a contact's lifecycle stage changed to Lead. This is automatically set by HubSpot for each contact.

Became a Marketing Qualified Lead Date
The date when a contact's lifecycle stage changed to MQL. This is automatically set by HubSpot for each contact.

Became a Sales Qualified Lead Date
The date when a contact's lifecycle stage changed to SQL. This is automatically set by HubSpot for each contact.

Became a Subscriber Date
The date when a contact's lifecycle stage changed to Subscriber. This is automatically set by HubSpot for each contact.

Became an Evangelist Date
The date when a contact's lifecycle stage changed to Evangelist. This is automatically set by HubSpot for each contact.

Became an Opportunity Date
The date when a contact's lifecycle stage changed to Opportunity. This is automatically set by HubSpot for each contact.

Became an Other Lifecycle Date
The date when a contact's lifecycle stage changed to Other. This is automatically set by HubSpot for each contact.

C

Campaign of last booking in meetings tool
UTM parameter for marketing campaign (e.g. a specific email) responsible for recent meeting booking. Only populated when tracking parameters are included in meeting link.

Campus Specialty
Campus Specialty - http://niche.com/ Integration

Create Date
The date that a contact entered the system

Created by user ID
The user that created this object. This value is automatically set by HubSpot and may not be modified.

D

Date of first engagement
The date the current contact owner first engaged with the contact.

Description of first engagement
A description of the current contact owner's first engagement with the contact.

Domain to which registration email was sent
Domain to which the registration invitation email for Content Membership was sent to.

E

Email address automated quarantine reason
The automated reason why the email address has been quarantined.

Email address quarantine reason
The reason why the email address has been quarantined.

Email Address Quarantined
Indicates that the current email address has been quarantined for anti-abuse reasons and any marketing email sends to it will be blocked. This is automatically set by HubSpot.

Email Confirmed
Email Confirmation status of user of Content Membership

Email Domain
A contact's email address domain

Email hard bounce reason
The issue that caused a contact to hard bounce from your emails. If this is an error or a temporary issue, you can unbounce this contact from the contact record.

F

First Conversion
First form a student submitted.

First Conversion Date
Date this student first submitted a form.

First Page Seen
First page the student visited on your website. Set automatically.

First Referring Site
URL that referred the student to your website. Set automatically.

First Touch Converting Campaign
Campaign responsible for the first touch creation of this student.

FOI
Field of interest

I

ID of first engagement
The object id of the current contact owner's first engagement with the contact.

L

Last Activity Date
The last time a call, chat conversation, LinkedIn message, postal mail, meeting, note, sales email, SMS, or WhatsApp message was logged for a contact. This is set automatically by HubSpot based on user actions in the contact record.

Last contacted
The last time a call, chat conversation, LinkedIn message, postal mail, meeting, sales email, SMS, or WhatsApp message was logged for a contact. This is set automatically by HubSpot based on user actions in the contact record.

Last Engagement Date

The last time a contact engaged with your site or a form, document, meetings link, or tracked email. This doesn't include marketing emails or emails to multiple contacts.

Last Modified Date
The date any property on this contact was modified

Last Page Seen
Last page the student visited on your website. Set automatically.

Last Referring Site
URL that referred the student to your website. Set automatically.

Last Touch Converting Campaign
Campaign responsible for the last touch creation of this contact.

Latest Disqualified Lead Date
The most recent time at which an associated lead currently in a disqualified stage was moved to that stage

Latest Open Lead Date
The most recent time an associated open lead was moved to a NEW or IN_PROGRESS state

Latest Qualified Lead Date
The most recent time at which an associated lead currently in a qualified stage was moved to that stage

Latest Source
The source of the latest session for a student.

Latest Source Date
The time of the latest session for a student.

Latest Source Drill-Down 1
Additional information about the latest source for the last session the student used to find your website. Set automatically.

Latest Source Drill-Down 2
Additional information about the latest source for the last session the student used to find your website. Set automatically.

Lead response time
Time it took current owner to do first qualifying engagement.

Lead Status
The student’s lifecycle status.

Lifecycle Stage
The qualification of contacts to sales readiness. It can be set through imports, forms, workflows, and manually on a per contact basis.

M

Marketing contact status source name
The ID of the activity that set the contact as a marketing contact

Marketing contact status source type
The type of the activity that set the contact as a marketing contact

Marketing contact until next update
Specifies if this contact will be set as non-marketing on renewal

Merged Contact IDs
The list of Contact record IDs that have been merged into this Contact. This value is automatically set by HubSpot and may not be modified.

N

Next Activity Date
The date of the next upcoming activity for a contact. This is set automatically by HubSpot based on user actions in the contact record.

O

Original Source
First known source the contact used to find your website. Set automatically, but may be updated manually.

Original Source – Drill-Down 1
Additional information about the source the contact used to find your website. Set automatically.

Original Source – Drill-Down 2
Additional information about the source the contact used to find your website. Set automatically.

Owner Assigned Date
The most recent date a HubSpot Owner was assigned to a contact. This is set automatically by HubSpot and can be used for segmentation and reporting.

P

Prospective Type
Prospective Type - http://niche.com/ integration

R

Recent Conversion
The last form this student submitted

Recent Conversion Date
The date this student last submitted a form

Registered At
Datetime at which this user was set up for Content Membership

S

Sends Since Last Engagement
The number of marketing emails that have been sent to the current email address since the last engagement (open or link click). This is automatically set by HubSpot.

T

Time enrolled in registration follow up emails
The time when the contact was first enrolled in the registration follow up email flow

Time First Seen
First time the contact has been seen. Set automatically.

Time Last Seen
Timestamp for most recent webpage view on your website.

Time of First Session
First time the contact visited your website. Set automatically.

Time of Last Session
Timestamp for start of the most recent session for this contact to your website.

Time registration email was sent
Datetime at which this user was sent a registration invitation email for Content Membership

Type of first engagement
The object type of the current contact owner's first engagement with the contact.

F

First Conversion
First form a student submitted.

First Conversion Date
Date this student first submitted a form.

First Page Seen
First page the student visited on your website. Set automatically.

First Referring Site
URL that referred the student to your website. Set automatically.

First Touch Converting Campaign
Campaign responsible for the first touch creation of this student.

FOI
Field of interest

E

Email address automated quarantine reason
The automated reason why the email address has been quarantined.

Email address quarantine reason
The reason why the email address has been quarantined.

Email Address Quarantined
Indicates that the current email address has been quarantined for anti-abuse reasons and any marketing email sends to it will be blocked. This is automatically set by HubSpot.

Email Confirmed
Email Confirmation status of user of Content Membership

Email Domain
A contact's email address domain

Email hard bounce reason
The issue that caused a contact to hard bounce from your emails. If this is an error or a temporary issue, you can unbounce this contact from the contact record.

F

First Conversion
First form a student submitted.

First Conversion Date
Date this student first submitted a form.

First Page Seen
First page the student visited on your website. Set automatically.

First Referring Site
URL that referred the student to your website. Set automatically.

First Touch Converting Campaign
Campaign responsible for the first touch creation of this student.

FOI
Field of interest

I

ID of first engagement
The object id of the current contact owner's first engagement with the contact.

L

Last Activity Date
The last time a call, chat conversation, LinkedIn message, postal mail, meeting, note, sales email, SMS, or WhatsApp message was logged for a contact. This is set automatically by HubSpot based on user actions in the contact record.

Last contacted
The last time a call, chat conversation, LinkedIn message, postal mail, meeting, sales email, SMS, or WhatsApp message was logged for a contact. This is set automatically by HubSpot based on user actions in the contact record.

Last Engagement Date

The last time a contact engaged with your site or a form, document, meetings link, or tracked email. This doesn't include marketing emails or emails to multiple contacts.

Last Modified Date
The date any property on this contact was modified

Last Page Seen
Last page the student visited on your website. Set automatically.

Last Referring Site
URL that referred the student to your website. Set automatically.

Last Touch Converting Campaign
Campaign responsible for the last touch creation of this contact.

Latest Disqualified Lead Date
The most recent time at which an associated lead currently in a disqualified stage was moved to that stage

Latest Open Lead Date
The most recent time an associated open lead was moved to a NEW or IN_PROGRESS state

Latest Qualified Lead Date
The most recent time at which an associated lead currently in a qualified stage was moved to that stage

Latest Source
The source of the latest session for a student.

Latest Source Date
The time of the latest session for a student.

Latest Source Drill-Down 1
Additional information about the latest source for the last session the student used to find your website. Set automatically.

Latest Source Drill-Down 2
Additional information about the latest source for the last session the student used to find your website. Set automatically.

Lead response time
Time it took current owner to do first qualifying engagement.

Lead Status
The student’s lifecycle status.

Lifecycle Stage
The qualification of contacts to sales readiness. It can be set through imports, forms, workflows, and manually on a per contact basis.

M

Marketing contact status source name
The ID of the activity that set the contact as a marketing contact

Marketing contact status source type
The type of the activity that set the contact as a marketing contact

Marketing contact until next update
Specifies if this contact will be set as non-marketing on renewal

Merged Contact IDs
The list of Contact record IDs that have been merged into this Contact. This value is automatically set by HubSpot and may not be modified.

N

Next Activity Date
The date of the next upcoming activity for a contact. This is set automatically by HubSpot based on user actions in the contact record.

O

Original Source
First known source the contact used to find your website. Set automatically, but may be updated manually.

Original Source – Drill-Down 1
Additional information about the source the contact used to find your website. Set automatically.

Original Source – Drill-Down 2
Additional information about the source the contact used to find your website. Set automatically.

Owner Assigned Date
The most recent date a HubSpot Owner was assigned to a contact. This is set automatically by HubSpot and can be used for segmentation and reporting.

P

Prospective Type
Prospective Type - http://niche.com/ integration

R

Recent Conversion
The last form this student submitted

Recent Conversion Date
The date this student last submitted a form

Registered At
Datetime at which this user was set up for Content Membership

S

Sends Since Last Engagement
The number of marketing emails that have been sent to the current email address since the last engagement (open or link click). This is automatically set by HubSpot.

T

Time enrolled in registration follow up emails
The time when the contact was first enrolled in the registration follow up email flow

Time First Seen
First time the contact has been seen. Set automatically.

Time Last Seen
Timestamp for most recent webpage view on your website.

Time of First Session
First time the contact visited your website. Set automatically.

Time of Last Session
Timestamp for start of the most recent session for this contact to your website.

Time registration email was sent
Datetime at which this user was sent a registration invitation email for Content Membership

Type of first engagement
The object type of the current contact owner's first engagement with the contact.

I

ID of first engagement
The object id of the current contact owner's first engagement with the contact.

L

Last Activity Date
The last time a call, chat conversation, LinkedIn message, postal mail, meeting, note, sales email, SMS, or WhatsApp message was logged for a contact. This is set automatically by HubSpot based on user actions in the contact record.

Last contacted
The last time a call, chat conversation, LinkedIn message, postal mail, meeting, sales email, SMS, or WhatsApp message was logged for a contact. This is set automatically by HubSpot based on user actions in the contact record.

Last Engagement Date

The last time a contact engaged with your site or a form, document, meetings link, or tracked email. This doesn't include marketing emails or emails to multiple contacts.

Last Modified Date
The date any property on this contact was modified

Last Page Seen
Last page the student visited on your website. Set automatically.

Last Referring Site
URL that referred the student to your website. Set automatically.

Last Touch Converting Campaign
Campaign responsible for the last touch creation of this contact.

Latest Disqualified Lead Date
The most recent time at which an associated lead currently in a disqualified stage was moved to that stage

Latest Open Lead Date
The most recent time an associated open lead was moved to a NEW or IN_PROGRESS state

Latest Qualified Lead Date
The most recent time at which an associated lead currently in a qualified stage was moved to that stage

Latest Source
The source of the latest session for a student.

Latest Source Date
The time of the latest session for a student.

Latest Source Drill-Down 1
Additional information about the latest source for the last session the student used to find your website. Set automatically.

Latest Source Drill-Down 2
Additional information about the latest source for the last session the student used to find your website. Set automatically.

Lead response time
Time it took current owner to do first qualifying engagement.

Lead Status
The student’s lifecycle status.

Lifecycle Stage
The qualification of contacts to sales readiness. It can be set through imports, forms, workflows, and manually on a per contact basis.

M

Marketing contact status source name
The ID of the activity that set the contact as a marketing contact

Marketing contact status source type
The type of the activity that set the contact as a marketing contact

Marketing contact until next update
Specifies if this contact will be set as non-marketing on renewal

Merged Contact IDs
The list of Contact record IDs that have been merged into this Contact. This value is automatically set by HubSpot and may not be modified.

N

Next Activity Date
The date of the next upcoming activity for a contact. This is set automatically by HubSpot based on user actions in the contact record.

O

Original Source
First known source the contact used to find your website. Set automatically, but may be updated manually.

Original Source – Drill-Down 1
Additional information about the source the contact used to find your website. Set automatically.

Original Source – Drill-Down 2
Additional information about the source the contact used to find your website. Set automatically.

Owner Assigned Date
The most recent date a HubSpot Owner was assigned to a contact. This is set automatically by HubSpot and can be used for segmentation and reporting.

P

Prospective Type
Prospective Type - http://niche.com/ integration

R

Recent Conversion
The last form this student submitted

Recent Conversion Date
The date this student last submitted a form

Registered At
Datetime at which this user was set up for Content Membership

S

Sends Since Last Engagement
The number of marketing emails that have been sent to the current email address since the last engagement (open or link click). This is automatically set by HubSpot.

T

Time enrolled in registration follow up emails
The time when the contact was first enrolled in the registration follow up email flow

Time First Seen
First time the contact has been seen. Set automatically.

Time Last Seen
Timestamp for most recent webpage view on your website.

Time of First Session
First time the contact visited your website. Set automatically.

Time of Last Session
Timestamp for start of the most recent session for this contact to your website.

Time registration email was sent
Datetime at which this user was sent a registration invitation email for Content Membership

Type of first engagement
The object type of the current contact owner's first engagement with the contact.