Building Recruitment Pipeline Visibility for UGA Online in HubSpot

CLIENT

University of Georgia – Online Learning (UGA Online)

OUR EXPERTISE

CRM & Marketing Technology

HubSpot Consulting & Optimization

Reporting & Data Alignment

GOAL/OBJECTIVES

Elevate UGA Online’s use of HubSpot Marketing Hub Pro and Sales Hub Starter to drive recruitment performance and gain clear visibility into the pipeline from first inquiry to enrollment – through reporting, data alignment, and team training.

Growth in Students

RESULTS

Full-Funnel Visibility: From First Inquiry to Enrollment

The engagement began in April 2024 with a Discovery and HubSpot Health Check, auditing UGA Online’s Sales Hub Starter and Marketing Hub Pro configuration, confirming process alignment with its subscriptions, and reviewing data structures against its reporting requirements. Stratagon then rebuilt the reporting layer, delivering dashboards that track enrollment by program, term, year, original source, and campaign – with drill-down into each student’s original source.

A comprehensive inquiry status report now shows program of interest, inquiry date, application status, number of communications, and last activity date for every prospect, while stage-timing reports measure the path from first inquiry to application, acceptance, and enrollment. A train-the-trainer program in data hygiene, reporting maintenance, and enrollment cycle management equipped UGA Online’s team to keep the system current on its own.

111

Inquiries Tracked

Managed in a single status report with program of interest, application status, and last activity date

111

Days

Average time from first inquiry to enrollment, now measured at every stage of the funnel

111

Reports & Dashboards

Built to track enrollment by program, term, year, original source, and campaign

This case study looks at Stratagon’s HubSpot optimization engagement with the University of Georgia’s Online Learning team (UGA Online). Across three phases: discovery and health check, reporting and data alignment, and training. UGA Online moved from an underused HubSpot instance with limited reporting, misaligned data structures, and little insight into where prospective students stood in the funnel to a HubSpot environment that gives leadership clear visibility into the recruitment pipeline, backed by a team equipped to maintain it.

THE CHALLENGE

UGA Online had invested in HubSpot Marketing Hub Pro and Sales Hub Starter, but reporting gaps and misaligned data structures limited its visibility into the recruitment pipeline – making it difficult to see enrollment by program, trace students back to their original source, or understand how long prospects spent at each stage.

UGA Online sought a HubSpot consultant to close those gaps: align its data with its reporting requirements, build dashboards that track the full funnel from inquiry to enrollment, and train its team to keep the system up to date across every enrollment cycle.

STRATEGIC ACTIONS

A Blueprint for Full-Funnel Pipeline Visibility

Effective enrollment marketing depends on knowing exactly where every prospective student stands in the funnel – and what brought them there. To deliver that clarity, the team began with a full HubSpot health check across UGA Online’s Marketing Hub Pro and Sales Hub Starter, auditing configuration, workflows, and tool use, and confirming that recruitment processes aligned with the platform’s capabilities. Data structures were then mapped to UGA Online’s reporting requirements, laying the groundwork for dashboards that track enrollment by program, term, year, original source, and campaign. Time-to-stage reporting now measures the path from first inquiry to application, acceptance, and enrollment, while a comprehensive status report surfaces program of interest, inquiry date, application status, communication volume, and last activity for every inquiry. Paired with a train-the-trainer program in data hygiene, reporting maintenance, and enrollment cycle management, this approach gave UGA Online a reliable, real-time view of its recruitment pipeline – and the in-house capability to keep it accurate cycle after cycle.

Audit

Run a HubSpot health check across configuration, workflows, and tool use

Align

Map data structures to UGA Online’s enrollment reporting requirements

Report

Build dashboards tracking enrollment by program, term, source, and campaign

Train

Equip the team to manage data hygiene, reporting, and enrollment cycles