Glossary of Terms

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.