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[Learn more about HubSpot’s Starter Customer Platform](https://www.hubspot.com/products/crm/starter) - ### For Enterprises With HubSpot’s integrated Enterprise Customer Platform, you don’t have to sacrifice power for ease of use. [Learn more about HubSpot’s Enterprise Customer Platform](https://www.hubspot.com/products/crm/enterprise) ## Why HubSpot? - ### Why Choose HubSpot? After just one year, HubSpot customers acquire 129% more leads, close 36% more deals, and see a 37% improvement in ticket closure rates. [Learn more about why how HubSpot’s solution is different](https://www.hubspot.com/why-choose-hubspot) - ### Case Studies Explore examples of companies like yours from all over the globe that use HubSpot to unite their teams, empower their businesses, and grow better. [See all case studies](https://www.hubspot.com/case-studies) - ### Spotlight: Product Updates Learn about HubSpot’s featured product releases and announcements in this semi-annual product showcase. [Explore product updates](https://www.hubspot.com/spotlight) - [Pricing](https://www.hubspot.com/pricing/marketing) - Resources Resources - ## Featured Links - [Spotlight: Product Updates](https://www.hubspot.com/spotlight) - [What's New in HubSpot](https://www.hubspot.com/new) - [Why Choose HubSpot?](https://www.hubspot.com/why-choose-hubspot) - [Sustainability](https://www.hubspot.com/sustainability) - ## Community & Events - [UNBOUND Event](https://unbound.hubspot.com/) - [Webinars](https://www.hubspot.com/resources/webinar#resource-library-page-headers) - [HubSpot Community](https://community.hubspot.com/) - [HubSpot User Groups](https://www.hubspot.com/hubspot-user-groups) - ## Partners - [Solutions Partner Program](https://www.hubspot.com/partners/solutions) - [Technology Partner Program](https://www.hubspot.com/partners/app) - [Affiliate Partner Program](https://www.hubspot.com/partners/affiliates) - [Education Partner Program](https://academy.hubspot.com/education-partner-program) - [Startup Partner Program](https://www.hubspot.com/startups/partners) - ## Education - [The Loop Marketing Playbook](https://www.hubspot.com/loop-marketing) - [What Is Inbound Marketing?](https://www.hubspot.com/inbound-marketing) - [HubSpot Blogs](https://blog.hubspot.com/) - [Free Courses & Certifications](https://academy.hubspot.com/) - [Ebooks, Guides & More](https://www.hubspot.com/resources) - [HubSpot Knowledge Base](https://knowledge.hubspot.com/) - ## Tools - [Website Templates](https://ecosystem.hubspot.com/marketplace/templates) - [Developer Tools](https://developers.hubspot.com/) - ## Services - [Onboarding](https://www.hubspot.com/services/onboarding) - [Migration](https://www.hubspot.com/services/professional/migrations) - [Premium Support](https://www.hubspot.com/services/premium-support) - [Hire a Solutions Partner](https://ecosystem.hubspot.com/marketplace/solutions) - Products Products - ## The HubSpot Customer Platform All of HubSpot's marketing, sales, and customer service software on one agentic platform. - [__Free HubSpot CRM__](https://www.hubspot.com/products/crm) - [__Overview of all products__](https://www.hubspot.com/products/get-started) - [ \ __Marketing Hub__ \ Marketing automation software](https://www.hubspot.com/products/marketing) - [ \ __Sales Hub__ \ Sales software](https://www.hubspot.com/products/sales) - [ \ __Service Hub__ \ Customer service software](https://www.hubspot.com/products/service) - [ \ __Content Hub__ \ Content marketing software](https://www.hubspot.com/products/content) - [ \ __Data Hub__ \ Data management software](https://www.hubspot.com/products/data) - [ \ __Revenue Hub__ \ CPQ, billing, and payments software](https://www.hubspot.com/products/revenue) - [ \ __Smart CRM__ \ AI-powered, flexible CRM software](https://www.hubspot.com/products/crm/ai-crm) - [ \ __Agent Hub__ \ Your central home for building and managing AI agents across the platform](https://www.hubspot.com/products/artificial-intelligence) - [ \ __Small Business Bundle__ \ The Starter edition of each product, built for startups and small businesses](https://www.hubspot.com/products/crm/starter) - [ \ __AEO (Beta)__ \ Answer engine optimization tools that track and improve your brand's visibility in AI results](https://www.hubspot.com/products/aeo) - [ \ __HubSpot Marketplace__ \ Connect your favorite apps to HubSpot](https://ecosystem.hubspot.com/marketplace/apps) - Solutions Solutions - By Use Case - ## Marketing - [Generate leads](https://www.hubspot.com/use-case/generate-leads) - [Automate marketing](https://www.hubspot.com/use-case/automate-marketing) - ## Sales - [Build pipeline](https://www.hubspot.com/use-case/build-sales-pipeline) - [Close deals](https://www.hubspot.com/use-case/close-more-deals) - ## Customer Service - [Scale support](https://www.hubspot.com/use-case/scale-customer-service-support) - [Drive retention](https://www.hubspot.com/use-case/drive-customer-satisfaction) - ## Content - [Create content](https://www.hubspot.com/use-case/create-content-for-customer-journey) - [Manage content](https://www.hubspot.com/use-case/manage-content) - ## Startups & Small Businesses - [Find and reach customers](https://www.hubspot.com/use-case/find-and-reach-customers) - [Grow sales and get paid](https://www.hubspot.com/use-case/grow-sales-and-get-paid-faster) - [Organize customer data](https://www.hubspot.com/use-case/understand-and-organize-customer-data) - ## Artificial Intelligence - [Resolve customer queries 24/7](https://www.hubspot.com/products/artificial-intelligence/ai-customer-service-agent) - [Automate sales prospecting](https://www.hubspot.com/products/sales/ai-prospecting-agent) - [Research customers faster](https://www.hubspot.com/products/artificial-intelligence/ai-data-agent) - By Team Size - ## By Team Size -  ### For Small Businesses & Startups HubSpot’s all-in-one Starter Customer Platform helps your growing startup or small business find and win customers from day one. [Learn more about HubSpot’s Starter Customer Platform](https://www.hubspot.com/products/crm/starter) -  ### For Enterprises With HubSpot’s integrated Enterprise Customer Platform, you don’t have to sacrifice power for ease of use. [Learn more about HubSpot’s Enterprise Customer Platform](https://www.hubspot.com/products/crm/enterprise) - Why HubSpot? - ## Why HubSpot? -  ### Why Choose HubSpot? After just one year, HubSpot customers acquire 129% more leads, close 36% more deals, and see a 37% improvement in ticket closure rates. [Learn more about why how HubSpot’s solution is different](https://www.hubspot.com/why-choose-hubspot) -  ### Case Studies Explore examples of companies like yours from all over the globe that use HubSpot to unite their teams, empower their businesses, and grow better. [See all case studies](https://www.hubspot.com/case-studies) -  ### Spotlight: Product Updates Learn about HubSpot’s featured product releases and announcements in this semi-annual product showcase. [Explore product updates](https://www.hubspot.com/spotlight) - [Pricing](https://www.hubspot.com/pricing/marketing) - Resources Resources - ## Featured Links - [Spotlight: Product Updates](https://www.hubspot.com/spotlight) - [What's New in HubSpot](https://www.hubspot.com/new) - [Why Choose HubSpot?](https://www.hubspot.com/why-choose-hubspot) - [Sustainability](https://www.hubspot.com/sustainability) - ## Community & Events - [UNBOUND Event](https://unbound.hubspot.com/) - [Webinars](https://www.hubspot.com/resources/webinar#resource-library-page-headers) - [HubSpot Community](https://community.hubspot.com/) - [HubSpot User Groups](https://www.hubspot.com/hubspot-user-groups) - ## Partners - [Solutions Partner Program](https://www.hubspot.com/partners/solutions) - [Technology Partner Program](https://www.hubspot.com/partners/app) - [Affiliate Partner Program](https://www.hubspot.com/partners/affiliates) - [Education Partner Program](https://academy.hubspot.com/education-partner-program) - [Startup Partner Program](https://www.hubspot.com/startups/partners) - ## Education - [The Loop Marketing Playbook](https://www.hubspot.com/loop-marketing) - [What Is Inbound Marketing?](https://www.hubspot.com/inbound-marketing) - [HubSpot Blogs](https://blog.hubspot.com/) - [Free Courses & Certifications](https://academy.hubspot.com/) - [Ebooks, Guides & More](https://www.hubspot.com/resources) - [HubSpot Knowledge Base](https://knowledge.hubspot.com/) - ## Tools - [Website Templates](https://ecosystem.hubspot.com/marketplace/templates) - [Developer Tools](https://developers.hubspot.com/) - ## Services - [Onboarding](https://www.hubspot.com/services/onboarding) - [Migration](https://www.hubspot.com/services/professional/migrations) - [Premium Support](https://www.hubspot.com/services/premium-support) - [Hire a Solutions Partner](https://ecosystem.hubspot.com/marketplace/solutions) - About About - [About Us](https://www.hubspot.com/our-story) - [Careers](https://www.hubspot.com/careers) - [Contact Us](https://www.hubspot.com/company/contact) - [Investor Relations](https://ir.hubspot.com/) - [Management Team](https://www.hubspot.com/company/management) [Start free or get a demo](https://www.hubspot.com/products/get-started) [Log in](https://app.hubspot.com/login) - English Select a language - [日本語](#) - [Deutsch](#) - [English](#) - [Español](#) - [Português](#) - [Français](#) - High Contrast - [Customer Support](https://help.hubspot.com/) - [Contact Sales](https://offers.hubspot.com/contact-sales) - [Case Studies Overview](https://www.hubspot.com/case-studies) - [Directory](https://www.hubspot.com/case-studies/directory) - Howard University  # Howard University’s School of Business Builds Stronger Sponsor Relationships With the HubSpot CRM Platform Education 1,000+ employees  Use Cases - Improve Contact Management Products - [Marketing Hub](https://www.hubspot.com/products/marketing) - [Sales Hub](https://www.hubspot.com/products/sales) ### Story Overview By consolidating corporate sponsor information on the HubSpot CRM Platform, the Howard University School of Business is re-engaging past sponsors and enlisting new ones like never before. ### About Company Howard University is a private, research university made up of 13 schools and colleges. Its School of Business is ranked among the top business programs in the nation. ## Siloed Sponsor Information As the nation’s premier, historically Black university, Howard University attracts many corporate sponsors. And perhaps no school attracts more sponsor interest than the Howard School of Business.  Pre-HubSpot, the School did not have a CRM or any form of centralized database. Instead, they were using individual spreadsheets and databases to manage corporate partners. Dr. Yuvay Ferguson, Assistant Dean of Impact and Engagement for Howard University School of Business, explains: “Companies were excited to engage with the School of Business, but they weren’t finding it easy. Without one formal process, there was a lack of consistency in how companies could engage with the school.”  ### No clear point of engagement One issue was lack of a clear path to engage with the school, whether the prospective  sponsor wanted to sponsor an event, set up a scholarship, make a donation, or recruit Howard University students. Often, prospective sponsors would ask faculty members about opportunities to get involved, but faculty members didn’t have the answer—so inquiries were passed around.  “Those inquiries were like hot potatoes sometimes,” says Dr. Ferguson. “They would just get tossed to the next person.” Inevitably, without a clear process, some of these inquiries fell through the cracks.   ### Disconnect among departments Even when sponsors were actively engaging with one area of the School, their involvement wasn’t always evident to other parts of the School, which left the sponsor feeling disconnected. “A company might sponsor something in the finance department while also talking to our executive education department about professional development opportunities,” explains Dr. Ferguson. “Each department would be blind to the other conversation.”   Managing with spreadsheets At the heart of these issues was the School of Business' manual, decentralized process for managing its corporate sponsors.  Every department chair and center director—and even some individual faculty members—had their own system for keeping track of sponsors, usually using Excel spreadsheets.  As a result, communication with sponsors was also inconsistent, with no overarching strategy.   ## Consolidating on the HubSpot CRM Platform By chance, the SVP of Business Development at HubSpot was a Howard University alum, and he introduced Dr. Ferguson and her team to the HubSpot CRM Platform.  Once Dr. Ferguson and her team saw the platform’s capabilities, and how easy it is to use, they decided to implement [Marketing Hub](https://www.hubspot.com/products/marketing) and [Sales Hub](https://www.hubspot.com/products/sales).  “HubSpot is powerful enough to make a real impact, but not so burdensome that you’re going to get frustrated and kick it to the curb,” says Dr. Ferguson. “It occupies the middle ground, which is really important in a space like academia.”   Support with implementation  Dr. Ferguson was thrilled with the support she received from her HubSpot reps. “Our sales rep, Michael, was amazing,” says Dr. Ferguson. “And Lena, our onboarding rep, answered our questions—and if she didn’t know the answer immediately, she went and figured it out.”  With the help of these HubSpot reps, the School of Business took all the databases and spreadsheets from relevant stakeholders across the School and consolidated them onto the HubSpot CRM Platform.   ### One point of entry Today, when prospective sponsors express an interest in engaging with the School of Business, the process is clear. The School created a form in HubSpot for its website where prospective sponsors can register to attend a regularly scheduled information session about opportunities to engage with the School. “Companies know exactly how to engage with us now. Having that central point of intake has been amazing for us,” says Dr. Ferguson.   $100,000 raised The School also used the HubSpot CRM Platform to create a form on its website where potential corporate sponsors could indicate their interest in cultivating relationships with students for future career opportunities. The School used the data collected from the forms to create contact groups and nurture this expression of interest through email campaigns.  The career partner program was a huge success. “The program was at capacity within two weeks. We raised over $100,000 for the Center for Career Excellence through our career partnerships \[between 2021-2022],” says LaToya.   Central contact record With the HubSpot CRM Platform, the School now has a central contact record that includes all communications with prospective sponsors, regardless of which stakeholder is having the conversation.  “Today, we have accurate, complete information that’s centralized and available to anyone with authorization,” says Dr. Ferguson. “If we ever wonder, ‘Who was talking to company XYZ?’ we can simply search HubSpot and find out.”    ### Re-engaging contacts With all contacts centrally managed on one platform, the School is much more consistent in its engagement outreach, which is helping re-engage dormant contacts.  For example, one company partnered with the School on professional development in the past but struggled to navigate the School’s processes. Consequently, they disengaged. Once they started receiving regular communications from the School, they were motivated to engage again. “They were so impressed with the amount of contact they were receiving from us, they asked for a meeting,” says Dr. Ferguson. “Now, they’re reengaged and happy to be onboard as a corporate partner of Howard University’s School of Business with our new communication strategy in place.”   Time-savings with templates and workflows Marketing Hub’s workflows and templates make it easy for the School to send out communications to sponsors on a consistent basis.  “Workflows and templates save us so much time,” says LaToya Turner, Program Coordinator at the Howard University School of Business Center for Career Excellence. “It’s also easy to clone existing emails, change a few things, and then set up new workflows, as opposed to starting from scratch each time.” As an example, LaToya used email communications to invite 120 current School of Business sponsors to register for a career fair. Unlike previous years, all of the sponsors registered by the deadline, thereby avoiding last minute chaos.   Outlook integration Dr. Ferguson and LaToya are also big fans of HubSpot’s [Outlook integration](https://ecosystem.hubspot.com/marketplace/apps/sales/sales-enablement/office365). With this integration, they can easily add or update contact information in the HubSpot CRM contact record—all from their email.  They can also log emails sent from Outlook in the HubSpot CRM Platform with just one click as well as track opens and clicks in real time.  “We receive a large number of emails daily from companies that want to engage with our school,” says LaToya. “It’s a huge time saver to be able to add them as a contact in HubSpot with the Outlook extension.”    ### HubSpot in the classroom As further testament to the faith the School of Business has in the HubSpot CRM Platform, many faculty members use it as a teaching tool in the classroom.  “Several marketing classes provide our students with HubSpot certification,” says Dr. Ferguson. “And the HubSpot Academy is also used as a resource in multiple classes. In fact, HubSpot is itself a close partner of the Howard University School of Business. “HubSpot is an active participant in our ‘marketing for startups’ class among other things,” says LaToya. “It’s a 360-degree relationship that’s been a real success for everyone.”   ## Strong Corporate Engagement With the HubSpot CRM Platform in place, the Howard University School of Business is engaging with corporate sponsors like never before and building even stronger relationships as a result. In fact, the partnership with HubSpot has been such a success, Dr. Ferguson predicts that other Howard University schools will follow. She explains: “The School of Business tends to lead our other schools when it comes to corporate engagement, so I’m hopeful we’ll become the go-to model. And, in fact, we’re already seeing interest in learning about the system from other schools and departments on our campus.” Table of Contents Table of Contents - [Siloed Sponsor Information](https://www.hubspot.com#siloed-sponsor-information) - [No clear point of engagement](https://www.hubspot.com#no-clear-point-of-engagement) - [Disconnect among departments](https://www.hubspot.com#disconnect-among-departments) - [Consolidating on the HubSpot CRM Platform](https://www.hubspot.com#consolidating-on-the-hubspot-crm-platform) - [One point of entry](https://www.hubspot.com#one-point-of-entry) - [Re-engaging contacts](https://www.hubspot.com#re-engaging-contacts) - [HubSpot in the classroom](https://www.hubspot.com#hubspot-in-the-classroom) - [Strong Corporate Engagement](https://www.hubspot.com#strong-corporate-engagement)  > “HubSpot occupies the middle ground between power and ease of use, which is really important in a space like academia.” Dr. Yuvay Ferguson Assistant Dean Howard University   ### Start Growing With HubSpot Today With tools to make every part of your process more human and a support team excited to help you, growing your business with HubSpot has never been easier. [Get a demo](https://offers.hubspot.com/crm-platform-demo) ##### Related Case Studies -  ### How Riverside Insights Empowers Educators to Act in Time for Students — While Slashing Tech Costs by $600K with HubSpot - Education - United States - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/riverside-insights-unified-crm) -  ### Better Member Experiences, Record Sales: How Gold’s Gym SoCal Grows with HubSpot - 1,000+ employees - United States - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/golds-gym-so-cal) -  ### NTUC First Campus Drives Double-Digit % Increase in Enrolments with HubSpot CRM - Education - 1,000+ employees - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/ntucfirstcampus) -  ### Morehouse College Engages Prospective Students As a Leading Voice Using HubSpot's AI - Education - 1,000+ employees - United States * * * [Read more](https://www.hubspot.com/case-studies/morehouse) -  ### WeightWatchers Completely Revamped their Enterprise Sales Process with HubSpot - 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