Knowing your audience is essential to delivering timely and impactful communication. In this HUG session, we’ll explore how education organisations can use HubSpot’s segmentation tools to engage contacts more strategically - making every message more personalised, relevant, and effective.

Designed for education marketers, admissions teams, and CRM users, this 30-minute session will walk through the basics and beyond: what properties are, how to use them well, how lists can be built for campaigns or automation, and best practices for structuring your data for future-proof success.

What the Session Will Cover:

- The difference between contact properties, company properties, and custom properties
- How to structure and name properties clearly for team-wide use
- Using properties to support enquiry stages, year groups, audiences (e.g. agents, alumni, undergraduates)
- Static vs. active lists - and when to use each
- Smart segmentation for email sends, workflows, and reporting

Real examples from education use cases (open day communications, alumni outreach, application reminders)

Key Takeaways:

- Understand how to segment audiences based on intent, geography, course interest, and more
- Learn how well-structured properties can unlock better automation and reporting
- Discover how lists power smarter email marketing and nurture workflows
- Avoid common pitfalls like messy or duplicative fields and unused lists
- See real-life segmentation strategies used by other education teams

Who Should Attend:

- Marketing and Admissions professionals in education organisations
- CRM Managers or anyone responsible for email campaigns and data structure
- New and intermediate HubSpot users wanting to improve segmentation and targeting