Working with Academy Custom Objects in HubSpot

Description of the custom objects

• Academy Events | allows you to collect all relevant information regarding an Educational Event. Some events will be created automatically from the Curaden Academy website integration, other events that aren't Curaden Academy related, you can create manually. There is a separate set of properties available for this object. 

• Academy Certifications | allows for the association between a Contact and the iTOP certification that they have achieved. One Academy Certification will be created per Contact per Academy Event (if this is an official iTOP) and a Contact can achieve multiple certifications. There is a separate set of properties available for this object.

• Academy Countries | allows you to associate and collect all Curaden Academy information that takes place in one country in one place. You can associate any relevant contacts, Academy Events and Institutions, and add your important attactments, to ensure that you have all the information about what's happening in the local Academy available in one place. There is a separate set of properties available for this object.

• Institutions | allows for you to collect information and associations on the universities and schools in your country, whether it's a partner university, where your student contacts study or participate in student iTOPs or where you are looking to recruit student ambassadors. There is a separate set of properties available for this object.

Purpose of these custom objects

Curaden’s Academy custom objects connect data from the Academy website to HubSpot, so you can see:

• Which events a person has attended or registered for
• Which certifications a person holds
• Which country and institution are involved in a learning activity

This gives you a single, structured view of someone’s Academy relationship in the CRM and lets you use this data in Contacts, Companies, Deals, Tickets, Workflows, Segments, Dashboards, and more. 

Overview of the Academy custom objects

You will mainly work with these four objects in the CRM navigation:

• Academy Events
• Academy Certifications
• Academy Countries
• Institutions

You access them like any other CRM object:

1. Go to the main navigation and open the respective object (e.g. Academy Events).
   
2. You’ll see an index page (list of records), with filters, views, and search, just like Contacts or Companies.

3. Each object has:

   • A primary display property: the main name you see in the list (e.g. Event name, Certification name).
   • Secondary display properties: key info shown just below the main name (e.g. event date, country).
     
     

What data comes from the Academy website (APIAcademyApp)

The APIAcademyApp is the integration that sends data from the Academy platform into these custom objects in HubSpot as records and properties, similar to other app objects/custom objects described in HubSpot’s documentation. At a high level, it sends:

Academy Events

Typical information synced from the Academy website into Academy Events includes (examples – exact field names may differ):

• Event ID (technical identifier from the Academy)
• Event name / title
• Event type (webinar, course, workshop, etc.)
• Start & end date/time
• Event language
• Delivery format (online / on-site / hybrid)
• Capacity and/or status (planned, open, completed, cancelled)

Academy Certifications

Typical information synced into Academy Certifications:

• Certification ID (Academy identifier)
• Certification name
• Status (in progress, passed, expired)
• Issue date / completion date
• Expiry date (if applicable)

How the custom objects are connected (associations)

Associations are what make this powerful. They define who did what, where, and with whom.

Typical association logic:

• Contact ↔ Academy Events
  • Which events this person attended or registered for
• Contact ↔ Academy Certifications
  • Which certifications this person holds, including status and dates
• Academy Events ↔ Academy Countries
  • In which country an event belongs (for local reporting and targeting)
• Academy Events ↔ Institutions
  • Which institution hosted or partnered on an event
• Academy Countries ↔ Institutions
  • Which institutions are active in a country

You will see these on the right‑hand sidebar of a record (association cards) and in reports/workflows, similar to standard custom object behavior. 

What is automated vs. what needs manual work

Automated (via APIAcademyApp)

The APIAcademyApp typically handles:

• Creating or updating Academy Events when they are created/updated in the Academy system
• Creating or updating Academy Certifications when a participant completes or updates a course
• Maintaining most associations between these objects and related Contacts (where technically supported by the integration)

In practical terms, this means you should not have to manually re‑enter standard event or certification details that originate from the Academy website.

Still requires manual work (your responsibility)

Even with automation, some steps remain manual and are part of daily best practice:

• Completing or correcting missing associations
  • Example: associating an existing Contact to the correct Institution or Academy Country if it wasn’t connected automatically.
• Cleaning data
  • Merging duplicate Institutions or Contacts when they appear
  • Correcting obvious typos or outdated names in Institution or Event records (according to the official guidelines)
• Enriching records with internal information
  • Adding internal notes to events (e.g. “VIP participants”, “Important feedback”)
  • Tagging key contacts at institutions (e.g. main decision‑maker)
• Using objects actively in processes
  • Adding Academy-based conditions to Workflows
  • Building Segments/lists using Academy criteria
  • Including Academy data in Dashboards and regular reporting 

 Everyday examples of how to use these objects 

Here are some simple, practical use cases you can apply immediately:

Before contacting a person (Contact record)

1. Open the Contact in Contacts.
2. Scroll to the associated Academy Events and Academy Certifications cards.
3. Use this information to tailor your conversation or email:
   • “I see you attended the XYZ course last month…”
   • “I notice your certification is expiring soon…”

If an event or certification you know about is missing, check:

• Is there an existing Academy Event / Academy Certification record for it?
• Is the Contact associated? If not, add the association manually.

Working with institutions

1. Go to Institutions.
2. Open an Institution record.
3. • Associated Contacts (key people)
   • Associated Academy Events (what we run with them)
   • Associated Academy CountriesReview:

Campaign targeting

Use Academy Events and Academy Certifications in Segments and Campaigns:

• Contacts who attended a specific event in the last 6 months
• Contacts who hold a certain certification and live in a specific Academy Country
• Institutions that hosted more than X events in the last year (for partner marketing)

Once you have a segment, you can use it in Marketing Emails, Ads, Workflows, etc.

Automation based on Academy data

In Workflows, you can use Academy-based triggers (where object relationships exist) to:

• Send a follow‑up email N days after an associated Academy Event
• Notify an account owner when a key contact at an Institution obtains a new Academy Certification
• Assign internal tasks when a specific number of events have been held with an Institution