Revolutionising Education Marketing: How the New HubSpot-ChatGPT Integration is Transforming the Student Journey

HubSpot: More Than Just a Business CRM 

Originally designed for commercial sales and marketing, HubSpot has rapidly evolved into a powerful CRM platform for education providers. Schools and colleges across the UK and beyond now rely on HubSpot to manage: 

• Admissions funnels – from initial enquiry through to enrolment
• Marketing campaigns – across email, social, ads, landing pages, and blogs
• Event engagement – including open mornings, virtual tours, and webinars
• International agents and alumni relationships – with full contact history
• Website behaviour and form submissions – with automated follow-up
• Revenue tracking – linking financial data to deals and applications
• Inter-team collaboration – via shared notes, tasks, emails, and calls 

When implemented effectively, HubSpot becomes the central source of truth for the entire student journey. It brings visibility, consistency, and actionable insight across departments. However, as CRM data grows, so does the complexity of extracting meaning from it. 

That’s where ChatGPT and its official integration with HubSpot really changes the game.

New to HubSpot for education? Explore our free CRM guides and templates to get started.

The Power of Integration: HubSpot Meets ChatGPT 

ChatGPT, built by OpenAI, is one of the most advanced AI language models available. It excels at natural language understanding, deep research, and content generation. With the new HubSpot-ChatGPT integration, this AI becomes embedded directly into your CRM workspace, unlocking a layer of intelligence across all your data, tools, and communication. 

To uncover engagement patterns, we used ChatGPT to explore LinkedIn-related data across HubSpot tickets, deals, and contacts. This helped us identify how different post types and timings impacted performance.

Imagine being able to: 

• Ask, “Which families who attended our last open morning haven’t applied yet?” and get a straight answer with detailed reference to where it found this information and the logic it used to construct the answer. Giving you a real sense of confidence in the response.
• Generate a tailored Sixth Form marketing campaign based on real-time CRM insights
• Forecast boarding numbers or event conversions, without building a single spreadsheet 

This integration is not just a helpful add-on; it’s a transformative leap forward in how education teams can operate. 

Wondering how to get started with AI in HubSpot? 

Why This Matters for Independent Schools, Colleges and Training Providers

Your team is juggling admissions targets, marketing campaigns, parental expectations, and internal reporting, all with limited time and headcount. 

Using the power of HubSpot, and now the integration with Chat GPT this enables your school or college to:

Before jumping into strategy and tools, we asked ChatGPT a simple question: “How can we improve our LinkedIn engagement based on the last three months?” The model prompted us to refine our focus - from platform to metrics, so we could get the most valuable analysis.

• Automate repetitive admin tasks 
• Scale personalised engagement
• Generate research-backed content instantly
• Extract insights from CRM data, fast 

Let’s walk through how this impacts each stage of the student journey. 

Stage 1: Enquiry and Early Engagement 

We started with a performance review of our LinkedIn posts over the past three months. ChatGPT helped summarise what worked best - from timing to tone.

Market Research in Minutes 

Need to benchmark competitor strategies or understand how other schools are promoting scholarships? Simply ask ChatGPT to link up with your HubSpot account through the deep research connection: 

“How are top UK boarding schools marketing bursaries to international families this year?” 

In moments, you receive a synthesised response based on live web content, campaign strategies, and HubSpot contact trends, helping you shape smarter campaigns. 

Persona Development Using CRM Data 

With ChatGPT accessing HubSpot contact records, you can build personas based on real behaviour: 

“Create three parent personas based on contacts who downloaded our Sixth Form prospectus and attended an open event.” 

This helps your marketing team refine tone, timing, and channel use, resulting in more effective outreach. 

Struggling to define your personas?

Stage 2: Consideration and Relationship Building 

 Dynamic Email Journeys at Scale 

HubSpot’s workflows tool is so powerful, but often underutilised. Paired with ChatGPT and your accounts deep research integration, your team can automatically generate emails you can use in sequences tailored to behaviour and activity from your past successful campaigns, or current parents by utilising deep research to give you all the information: 

• A parent attends a tour - receives a tailored thank-you, an alumni story, and a call-to-action to apply
• A student repeatedly visits the scholarship page - gets a sequence explaining eligibility, deadlines, and next steps 

ChatGPT writes the emails based on tone guidance and previous performance data, saving hours and improving engagement. Previously, although still possible in HubSpot, it would take hours of researching previous contact data, or generating HubSpot reports to get to the email draft stage. Then you would have to create the emails templates for each workflow. AI can now do this for you once the deep research tool has unearthed everything you need to create fantastic email campaigns for use alongside automation.  

Tailored Landing Page Copy 

ChatGPT can also write segmented landing page content for different audiences, such as international applicants, internal Year 11 students, or prep school leavers. This maximises relevance without burdening your team with extra writing tasks. Once deep research has found all the relevant data held in your CRM, it will be able to make suggestions or draft copy for the most effective landing page for your audience type.  

Stage 3: Application and Conversion 

FAQ’s and Templates 

Using historical data of conversations in HubSpot's shared inbox or chatbot tools, ChatGPT and deep research prompts can help identify and create solutions for quickly answering common questions more efficiently: 

• “Can I apply for both the academic and music scholarships?”
• "What is the visa process for families relocating from Singapore?”
• “Is boarding available for Year 9 girls?” 

Analysing all this data that your admission teams have had to manually respond to again and again, you can use the results to inform what content should be created as templates so you can save time when manually responding to queries. Alternatively, you can take it a step further and design new knowledge bases, landing pages or chatbots to answer these FAQs with ease. Freeing up your teams to focus on building relationships. These responses are drawn from your CRM, ensuring accuracy and tone consistency as well.  

Form Data and Trends 

Using the power of HubSpot forms you can rapidly and easily collect vast amounts of data about your prospects. But application forms tend to be quite large and running reports or manually finding patterns within the data is tough.  

By tapping into ChatGPT deep research, you can find these patterns and analyse your form data to:  

• Summarise open-text responses (e.g. parent motivations) which are notoriously difficult
• Scoring applications against predefined criteria for things like scholarships or bursaries 

This reduces friction for families and cuts down review time for your team. 

Stage 4: Offer, Acceptance, and Enrolment 

 Data-Driven Pipeline Insights 

Admissions managers can prompt ChatGPT deep research to analyse deal progress: 

• “Which enquiry sources have the highest conversion rates to enrolment for Year 7 boarders?” 
• “Why are we losing international applicants at the offer stage?” 

Rather than trawling through dashboards, you get instant readable insights powered by CRM data. Once deep research has produced the data you require, you can then utilise ChatGPT's chat model to ask it questions on how to improve these metrics or how to replicate these results across other pipelines.  

Automated Weekly Reports 

Need to report to governors or senior leaders? 

• “Summarise last month’s admissions performance across Sixth Form and overseas applicants.” 

ChatGPT deep research generates a clean, on-brand report using HubSpot dashboards helping you communicate progress without losing precious time to admin. Although HubSpot dashboards and reports are great, it can be difficult to put what the bar graph is showing into an easy to digest summary. Deep research can use all your reporting data to do just that, pulling out key bits of information based on your prompt. 

Stage 5: First Impressions & Retention 

Personalised Welcome Campaigns 

Using HubSpot deal data (e.g. house allocation, transport needs, year group), ChatGPT deep research could inform the best and most relevant content for: 

• Welcome emails from the Head 
• House introductions
• Packing and uniform lists
• Transition support guides 

All customised per family and delivered via automated HubSpot workflows once you have created the email templates either based on the deep research data, or even by utilising ChatGPT models to create the content for you.  

Analysing Parent Feedback 

Post-enrolment surveys or feedback forms? Instead of reading each one manually, you can ask: 

• “What were the top three concerns raised by new Year 7 parents?” 

ChatGPT deep research groups sentiment, extracts trends, and helps your team respond quickly to improve the experience. Again, then utilising chat models to bounce ideas and brainstorm on how to implement feedback or create new internal processes that would satisfy any poor feedback. 

Create better onboarding experiences. 

For Strategic Teams: Planning, Forecasting & Board Reporting 

 Campaign & Strategy Documents 

With access to campaign data, ChatGPT can draft: 

• “A 12-month marketing plan for a selective open day for a boarding school focusing on Sixth Form expansion.” 

This saves hours of work and gives you a strong foundation for collaborative planning.  

Need a fresh strategy?

Intake Forecasting and Scenario Planning 

What if your international boarding interest drops? Or open morning turnout doubles? 

• “Forecast September intake if we convert 25% of feeder school leads and retain 80% of conditional offers.” 

ChatGPT deep research can model these scenarios using HubSpot data and present them clearly, helping you plan with confidence. 

Getting Started 

To access the full potential of this integration, you’ll need: 

• HubSpot CRM (Marketing, Sales, or Service Hub, Starter or above)
• ChatGPT Pro (recommended)
• Connect your HubSpot account as source deep research can access
• Internal goals and use cases for AI (utilise our prompting guide to get started for each team)
• Safeguarding and data compliance protocols for AI usage in education 

HubGem will soon be launching a support plan to assist with setup of this tool, data audit to make sure you are AI ready, and helping to plan use cases that fit around current processes. 

Final Thoughts: The Future of Admissions and Marketing 

The HubSpot-ChatGPT integration isn’t a future ambition, it’s a present-day advantage. By embedding intelligent automation, deep research capability, and AI-powered insights directly into your CRM, your school can: 

✅ Increase productivity without adding headcount   
✅ Deliver personalised, high-quality communications   
✅ Make faster, better-informed decisions   
✅ Showcase results and ROI with confidence   
✅ Provide a seamless, impressive experience for every family 

To explore how this would work for your team, view our services for schools and colleges.