The Client

Carl Remigius Fresenius Education Group is one of the largest private and independent education companies in Germany, bringing together 18 brands across vocational schools, higher education and continuing education at home and abroad. The group traces its roots to 1848, when Carl Remigius Fresenius founded his chemical laboratory and training lab in Wiesbaden, which later became today's Hochschule Fresenius. Around 2,500 staff across teaching, research and administration support the educational success of tens of thousands of school pupils, students and continuing education participants.

The Challenge

CRF Education Group uses HubSpot nurture campaigns to guide prospective students through their enquiry journey. Product Interest (PI) records track each programme a contact is exploring, and each PI determines which nurture path the contact follows. Prospective students frequently register interest in several programmes within moments of each other, and HubSpot workflows enrolled each qualifying PI as it met the criteria. This created a race condition with three connected effects:

• Millisecond Multi Enrollment: When two or more Product Interests qualified at the same instant, every matching PI entered the same workflow in parallel.

• Over Nurturing Prospective Students: Each enrolled PI started its own nurture path, so a single contact received several full email sequences at once. This put the group's reputation for a personal, supportive experience at risk and increased the likelihood of unsubscribes.

• The Same Pattern in Deal Workflows: Deal based workflows followed the same behaviour, enrolling multiple Deals tied to one contact and triggering repeated communication sequences.

The Solution

RevOps Automated built custom coded workflow actions in HubSpot that give each contact one active nurture path per workflow.

Key pillars of the project included:

• Primary PI Selection: A custom code action identifies one Product Interest as the primary record and unenrolls any additional PIs that enter the same workflow at the same moment. The contact then follows the nurture path tied to that primary PI.

• Automatic Release at Workflow End: When the workflow completes, the code frees the primary PI. Other workflows can then use it freely, and new PIs for the same programme can enroll cleanly.

• Matching Logic for Deals: We applied the same approach to Deal workflows with a second custom code action that selects a primary Deal, unenrolls duplicates and releases the record on completion.

The Impact in Numbers

The new logic gives CRF Education Group full control over how and when prospective students enter automated nurture journeys.

1. A Better Prospective Student Experience

Every contact now follows one clear, relevant nurture path per workflow, shaped by their primary programme interest. Each email in the sequence arrives once, in the intended order and at the intended pace, reflecting the supportive experience CRF Education Group offers across its brands.

2. Time Saved: Fewer Manual Fixes

The marketing and admissions teams no longer spend time monitoring enrollments, removing duplicate records by hand or responding to contacts who received overlapping email sequences. This frees [X] hours per week for higher value work.

3. Revenue Impact

• Protected Engagement: A single, well paced nurture journey keeps open rates healthy and reduces unsubscribes, preserving the reachable audience for future intakes.

• Stronger Deliverability: Lower spam complaint rates protect sender reputation, so important admissions and enrolment emails land in the inbox.

• Flexible Automation: Because records are released at the end of each workflow, the same PI or Deal can move into the next relevant journey, keeping every programme enquiry active.