Naming Conventions & Structure

The general structure in all our records for naming is as follows: 

--> Country-Language // YYYY-MM // CATEGORY // Name asset

1. Country Language:

   1. always add the language, even in one language countries (e.g. Italy, IT-IT)

   2. if all or multiple languages are included, use "ALL" instead of language
2. YYYY-MM
   1. always add the year and the month wherever possible
   2. if an asset is running for the complete year, then only add the year without the month "2024"
   3. if an asset is running for more than one year, please add "20XX"
3. CATEGORY
   The categories can also be seen as the purpose of a campaign. In case you are doing activities, always add the category to the naming structure. For the weekly Newsletters, it is not mandatory to add the Category. Please use these four categories:
   

   1. Product launch > PRODUCT

   2. Sales promotion > SALES

   3. Brand Awareness > BRAND

   4. Lead Generation > LEAD

4. Name asset
   Give your asset a name in English, so you can easily recognize the content of the dedicated asset. You might want to have a look at the below examples. 

Name of Campaign in HubSpot:

Country-Language // YYYY-MM // CATEGORY // Name of Campaign

• CH-ALL // 2024 // LEAD // Roadshow
• UK-EN // 2023-10 // LEAD // Event // Carfest
• GLOBAL-EN // 2023-12 // PRODUCT // CS Wood
• GLOBAL-ALL  // 2024-03 // PRODUCT // Aligner Foam Launch

Marketing E-Mail (campaign-related)

(make sure it corresponds to the campaign name above):

Country-Language // YYYY-MM // CATEGORY // Name of Campaign // Internal Name of Email

• CH-EN // 2024 // LEAD // Roadshow // Follow Up
• CH-FR // 2024 // LEAD // Roadshow // Follow Up
• CH-IT // 2024 // LEAD // Roadshow // Follow Up
• CH-DE // 2024 // LEAD // Roadshow // Follow Up
• GLOBAL-EN // 2023-12 // LEAD // Gentle Guide // Download
• UK-EN // 2023-10 // LEAD // Event // Carfest // Follow-Up Email
• DE-DE // 2023-10 // LEAD // Dental Recommendation Vouchers // Mail 1

Marketing E-Mail (not campaign-related > weekly Newsletter)

Country-Language // YYYY-MM // Number of Newsletter in this month // Internal Name of Email

• CH-EN // 2024-03 // 01 // Aligner Foam Launch
• UK-EN // 2024-03 // 01 // Aligner Foam Launch
• IT-IT // 2024-03 // 02 // Ortho for kids
• NL-NL // 2024-03 // 03 // How to brush with braces

Landing pages

Country-Language // YYYY-MM // CATEGORY // Name of Campaign // Name of Landing Page

• GLOBAL-EN // 2023-12 // LEAD // Gentle Guide // Chapter 1
• UK-EN // 2023-10 // LEAD // Event // Carfest
• DE-DE // 2023 // LEAD // Dental Recommendation Vouchers 
• GLOBAL-ALL // 2023-12 // PRODUCT // CS Wood // Satisfaction Survey

Lists

Country-Language // YYYY-MM // Name of List (in English)

• CH-IT // 2024-01 // Newsletter ✅
• CH-EN // 2024-01 // Newsletter ✅
• CH-DE // 2024-01 // Newsletter ✅
• CH-FR // 2024-01 // Newsletter ✅
• BE-FR // 2024-01 // LEAD // Exhibition IAPD-Maastricht-Thank you
• BE-NL // 2024-01 // LEAD //  Exhibition IAPD-Maastricht-Thank you 
• IT-IT // 2023-06 // LEAD // Travel-Set Contest

Files

Country-Language // YYYY-MM // Channel or instrument // Details (What is visible on the picture e.g. productline, productname, need, education)

• CH-FR // 2023-07 // Newsletter // Colorful Curls Special Edition
• BE-FR // 2023-10 // Newsletter Header // Hydrosonic Pro brush head
• IT-IT // 2023-01 // Website page // Exhibition lead gen form Mailand Expo
• DE-DE // 2023-07 // Social Ads // Pregnant women at dentist

Forms

They should always be in relation to a campaign. 

Country-Language // YYYY-MM // CATEGORY // Name of Campaign

• CH-EN // 20XX // LEAD // Roadshow
• CH-DE // 20XX // LEAD // Roadshow
• UK-EN // 2023-10 // LEAD // Carfest 
• IT-IT // 2023-10 // LEAD // Contest // Travel Set

Reports

Country // Year-Month // Department // Details (What is visible in the report e.g product group, financial sales review, need, education, events)

• CH // 2023-07 // Marketing // Newsletter performance
• IT // 2023-11 // Sales // Revenue Travel Set
• DE // 2023-09 // Overall // B2B Exhibitions
• GLOBAL // 2024 // Marketing // Newsletter performance

Dashboards

Country // Year-Month // Department

• CH // 2024 // Marketing
• IT // 20XX // Sales
• DE // 2024 // Exhibitions
• CH // 20XX // Roadshow
• GLOBAL // 2024 // SALES // Revenue overview

Workflows

Country-Language // Year-Month // CATEGORY // Name of Campaign // Internal Name of Workflow

• CH-FR // 2023-12 // LEAD // Event // Contest CHD
• CH-ALL // 2023-2024 // LEAD // Event // Roadshow
• GLOBAL-EN // 2024 // SALES // Deal attribution 

Snippets

Snippets do not follow the full Country-Language // YYYY-MM // Category // Name format used for other HubSpot assets. Instead, they follow a Prefix-Based Naming System, because snippets must stay short, functional, and globally searchable.

There are three approved prefixes:

A. Global Language Snippets

These snippets are written in a single language and can be used by any market working in that language. They are not tied to a specific country.

Format:
#XX-[Topic] (Where XX is the language code.)

Examples:

• #EN-Hydrosonic
• #ES-Returns-Policy
• #DE-Product-FAQ

Use these for content that is universally applicable and does not require market-specific wording.

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B. Country-Specific Snippets (Exceptional Only)

These are only created when a market has genuinely different terminology, compliance needs, or product naming.

Format:
#COUNTRY-LANGUAGE-[Topic]

Examples:

• #UK-EN-Smile-Sessions
• #UK-EN-Soothers (vs. “pacifiers” in other markets)

Do not create country-specific snippets unless there is no other option. If the global or language-based snippet works, use it.

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C. Global Project Snippets

Used for HQ-led, multi-market initiatives where messaging must remain consistent.

Format:
#GLOBAL-[Topic]

Examples:

• #GLOBAL-iTOP
• #GLOBAL-Curiosity

Keep these reserved for central programmes, not everyday communication.

Country and language abbreviations

 

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