Integrated marketing and sales automation through a custom CRM pipeline and an automated customer journey kept prospects engaged, increased conversions, and scaled enrollment growth.
As LEARN academy grew quickly, we struggled to keep up with the number of new leads and turning them into enrolled students. Back in 2019, we relied on manual processes, separate spreadsheets, and inconsistent communication. This made it tough to scale and created frustration for potential students.
From 2019 to 2023, as Director of Marketing, I led the development and improvement of a custom HubSpot CRM system. My job was straightforward: build and manage a CRM with smart automations to simplify how we engaged leads and moved them toward enrollment.
The new system streamlined our entire process, from the moment a lead showed interest through to enrollment. It made our communication more consistent and effective, and helped us double our enrollment numbers by keeping everything organized, automated, and data-driven.
When we started this project in 2019, LEARN academy relied on spreadsheets and manual processes to track leads. We had no automated way to see where people were in the sales process, from application to enrollment. Without clear visibility, it was hard to follow up effectively or consistently.
We also had no automated marketing, so our communications were scattered and missed opportunities to engage potential students. On our website, we couldn't interact in real-time—no web chat or automatic scheduling.
We needed a system that put all our lead information in one place, automated our outreach, and improved how we interacted with visitors. My goal was to move us to a single CRM that could streamline our marketing, sales, and engagement processes, making everything easier and more effective.
I started by reviewing our existing processes—how we tracked leads, handled sales conversations, and sent marketing emails. I talked with our Sales Manager and instructors to understand their pain points. Then I mapped out the entire journey a student takes from first contact to enrollment. This showed clear gaps where automation and better data tracking could help.
Based on what I learned, I picked HubSpot as our CRM. It was flexible enough to meet our needs and easy to customize. I set up clear stages for deals (Leads → Applications → Interviews → Jumpstart → Students). Then I planned integrations with tools we already used or needed, including Stripe for payments, SalesMessage for texting, Zapier to automate tasks, Eventbrite for events, and HubSpot meetings to schedule appointments right from our website.
I took the lead building out our HubSpot CRM. I set up deal tracking, so leads moved automatically through stages. I created automated email and SMS messages triggered by each stage to keep leads engaged. We also added web chat on our site and automatic Slack alerts to respond faster to inquiries. Eventbrite integration made following up with event leads easy, and Stripe simplified payments. Finally, I built dashboards to clearly see how our marketing and sales were performing.
Once everything was live, I tracked our funnel weekly to spot and fix issues fast, especially with leads that weren't responding. Working closely with our Sales Manager, I fine-tuned messages and timing based on feedback. I continuously improved email lists and automation workflows for better engagement. As LEARN added new programs, I updated dashboards and reports so our team always knew exactly how things were going.
The implementation of the new CRM ecosystem reshaped LEARN academy’s entire lead pipeline, significantly boosting both lead volume and conversion quality.
When I started the CRM project, LEARN’s data was all over the place—lots of spreadsheets and disconnected systems. To fix this, I moved everything into HubSpot, creating one clear place to track leads and deals. Notifications across email, Slack, and SMS were tricky at first, so I set up straightforward workflows that automated updates clearly and quickly.
Event leads used to be hard to manage because tracking was messy. Integrating Eventbrite with HubSpot made follow-ups automatic and simple. Outreach used to be manual and inconsistent, so I created automated email and text sequences tied to deal stages, making communication smooth and timely.
Payments were another issue—they were slow and frustrating for students. I integrated Stripe into HubSpot, making invoicing quick and easy. There was a learning curve, though. I spent time training on HubSpot and figuring out complicated Zapier setups. Later, HubSpot improved its tools, simplifying automation and helping us manage leads better.
The new HubSpot CRM gave LEARN academy a big advantage by making our enrollment process clear and scalable. Tools like web chat, Slack notifications, and easy calendar scheduling helped us respond quickly to leads and improved conversions at every step.
Leadership could now clearly see what was happening in real-time, which made decisions about resources and program growth easier and smarter.
Most importantly, tracking leads clearly through each deal stage—Applications, Interviews, Jumpstart, and Enrollment—allowed our sales team to personalize outreach effectively. This led directly to better lead quality, higher conversion rates, and stronger overall enrollment numbers.
This CRM project at LEARN academy showed my ability to use tech to solve real business problems. By setting up clear systems and smart automations, I helped increase leads, boost conversions, and grow enrollment.
I learned a lot along the way—especially around HubSpot and tricky automations with Zapier. Managing these tools taught me how to balance technical details with big-picture goals.
Overall, the CRM made LEARN more efficient and ready for future growth. It also reinforced how important it is to keep learning, adapt quickly, and use technology to drive real results.
