Primary Interest

Primary Interest captures the single EO programme or offering a contact is most engaged with. It's an EO-specific custom HubSpot property — not built into HubSpot — and it drives content segmentation, event invitations, and how your chapter routes conversations.

The primary-interest values EO uses

• Membership — standard EO chapter membership; the contact's primary goal is joining as a full member.
• Key Exec — interested in the Key Executive programme, which is for the senior leaders of EO member companies.
• Accelerator — interest in EO Accelerator, EO's pre-membership programme for entrepreneurs who haven't yet reached full membership criteria.
• SAP — Strategic Acceleration Programme; peer-group learning for members focused on structured strategic challenges.
• SLP — Spousal Leadership Programme, EO's programme for the partners of members.
• Next Gen — EO Next Gen, the programme for children and young adults from EO member families.
• Rise — EO Rise, focused on emerging entrepreneurs and next-generation leaders.
• Podcast — primary engagement is through EO podcast content rather than events or programmes.

Why a single value

HubSpot lets us model this as a multi-select. We deliberately don't. A single Primary Interest forces clean segmentation and prevents every workflow from matching every contact. If a contact genuinely spans two programmes, note the secondary interest in a contact record note — Primary Interest stays the lead bucket.

Related pages

• Personal Interest — how a contact likes to engage with EO (Forum Fan, Learner, Leader, Networker).
• Lifecycle Stage — broader bucket; every Primary Interest belongs to a Member or Lead.
• Tutorial: The 5-Stage Process — when Primary Interest gets captured during the rollout.