HubSpot's Spotlight with Yamini Rangan and Karen Ng | INBOUND 2025

Please welcome CEO HubSpot yamini rangan. Hello, everybody. Welcome to Inbound. I'm Yamini and I work at HubSpot, and I'm so glad that you're here this week. You know, this Inbound is extra special for me. There's just a certain kind of energy that you only find in San Francisco. And I have my family and my friends here for the first time watching me live. A little extra pressure for me. San Francisco is unlike any other city. This is where founders pitch startups in line at Starbucks, where people prototype on the back of napkins, and you hear the word moonshot multiple times before lunch. Here, innovation is just a way of life, which makes this the perfect place for all of us to connect, to figure out where technology is heading and where we all, as humans, fit in. Speaking of which, do you ever hear a question that just stops you in your tracks? One of those very human questions? You know, it just happened to me. We were dropping off our son in college two weeks ago. Big milestone. And like any kid, as a kid his age, he had questions for me. Am I going to make friends? How often should I call home? And do I really need to separate my lights and darks when doing laundry? And like any parent I dancers, of course you're going to make friends and call at least once a week if you want us to pay your bills and laundry. No, just don't ruin your nice shirts. But then he asked me a tougher question. What should I learn if I want a great future? I paused, because that's a question not about college. It's a question about how we all stay relevant, where we fit in, about feeling a bit rudderless in the world of AI, not knowing where we're going to be in four months, let alone four years. That pause, that uncertainty, that is the moment that we're all in. Not just as parents, not just as professionals, but as people with AI. We're not just adapting to a new technology. We are questioning human value. What is our role? What is AIs? What does our job look like in three years? Our teams? And what do we tell our kids today so they're ready for their careers tomorrow? Big questions now. In every technology wave before PCs, Internet, mobile, we've adapted to that technology and we've scaled, but we've never questioned human value. Now we do. It feels very personal, right? And a bit unsettling. And that's because this moment is not just about human productivity. It is about human identity. Not what we do, but who we are and how we grow. And just as we are grappling with all of these big questions in life and at work, let's think about our customers. Well, they are grappling with this, too, and they're trying to grow. Our customers are not on some neat, predictable path to growth. They are fighting noise, chaos, and an overwhelming sense of pressure. And that is because the growth playbook that we all followed, it's not working anymore. So how did that happen? But more importantly, what do we do next? Well, to find answers, we got to rewind. Rewind all the way back to the early days of the Internet. Now, the Internet made information searchable, so buyers searched. And sellers like us, we built strategies to attract them to our websites. That playbook was straightforward. It was simple, and it was called inbound. And at HubSpot, we know that playbook better than anybody because we wrote it. Now, that playbook moved our customers through the funnel. We drove awareness through brand. We created content. We optimized that content for search. And when buyers searched, they clicked and they landed on our website. We collected their emails, we sent them even more content, and we nurtured them as leads. And if we did all of that right, they became our customers. But now this funnel, it looks completely different. The top of the funnel, awareness has scattered. Buyers are on TikTok, YouTube, Reddit, everywhere, podcasts, they are swiping, scrolling, switching apps every few seconds. Buyers used to start with your content on your website. Now they are everywhere but your website. And now the middle of the funnel, with consideration that is broken, buyers would click and get to your content. Now, AI overviews, they're providing the answers at the top of every search. 60% of Google searches end up in zero clicks.

Zero.

That is why your organic traffic is down. It's so bad that people are calling it the traffic apocalypse. Your content isn't broken, but that link from search to your blog, it's just gone. And that's a big shift, and it's going to accelerate from here. Now, here's the silver lining. The bottom of the funnel, with conversion, it is transforming. AI is making it much easier to get to know your customers better. And it can map the intent of those customers to the information they need. And that means buyers get content that feels personal, contextual, relevant content that converts. So, in short, the funnel isn't flowing because that playbook has played out. Awareness was centralized. Now it's dispersed. Traffic was abundant. Now it's shrinking and conversion was slow. Now it's actually fast and AI assisted. So if you're all Sitting there thinking like George Costanza. Every decision I've ever made in my entire life has been wrong. Well, don't worry. You're not alone. Here's the truth. Content still matters, and focusing on your customers still matters. But like George here, it is time for us to try something different.

All right.

Where do we go? Well, we did what we always do here at HubSpot. We talked to customers, many of you, and we launched pilots, and we dug into the data, and we put all of that together to create something completely new. A growth playbook built for the AI era. And we are calling that playbook the Loop. Yeah. This is not static. It's not linear. It's dynamic. Always learning and always evolving. And at the center of the loop is a new kind of partnership between humans and agents, each doing what they do best. Okay, let me walk through the loop in four steps. You start by expressing who you are. You got to define your taste, your tone, your point of view before you bring in AI. Then you have to tailor that message to your customers. You got to use AI to make those interactions feel very contextual, personal, relevant. And then you amplify to meet your customers where they are, and you diversify your content across multiple channels. And then finally, you evolve in real time. You iterate effectively and quickly with AI. This is the new growth playbook. Human authenticity with AI's efficiency. Yeah. Now, let me break it down. What it is, how it works, and how it can drive your growth. Now, you start by expressing who you are before you create any content. Look, AI can generate content in a matter of seconds, of course, but if it does not have a clear point of view, that content will be bland, off base, otherwise known as spam. And that is exactly what you get when you give AI a directionless prompt. You know, it is like typing restaurant into your GPS and driving to the very first restaurant it suggests. Now, a better prompt would have taken you to the best Indian restaurant in San Francisco, which, by the way, is copra. You got to check it out.

Yeah.

And instead, you will land in Bob's House of Spinach, not where you want to be. This is why express matters so much. It makes AI work for you, not the other way around. So how do you express? Well, you start by defining your ideal customer profile. You got to get really specific. Their taste, their goals, their challenges, their intent. And then you define your voice and your tone. You gotta create a style guide and the brand guide that AI can work with. And then you test your content. Does it sound like you? Does it actually resonate with the audience that you're trying to reach. Now, many of you here already know how to build an ideal customer profile. You've been doing it for many years. So the question is, how do you define your voice? How do you stand out? Let me give you a personal example. So I use AI every day, every hour, to write board memos, strategy updates, even this keynote. Now, the number of EM dashes on this thing was just out of control. But I never start with AI. I start with my voice and my tone and my thoughts. So I've created a style guide that represents who I am that I give to AI. And it goes like this. Be clear. I'm direct. Ask anybody who has been on a zoom meeting with me, be curious. I ask a lot of questions, so I'm not going to write like I have all the answers. And then here's a difficult one for LLM. Be human. Write like a real person. No jargon, please. In fact, my team created a Yamini jargon detector to catch all of the buzzwords before I see them and then be concise, no fluff, and certainly no EM dashes for me. Now, this is the guide and the foundation of everything that I create with AI. I'm not letting AI replace my voice. I'm using it to reach more people. And that is exactly what our best customers are doing as well. So let's hear from Morehouse College on how they're doing this. Morehouse is really steeped in this idea and concept of brotherhood. So it's really important that as we're creating content using AI, that our brand is expressed as a part of that creation. HubSpot made it really easy for us to, you know, scale our efforts in content creation without losing our brand voice. We were able to upload our brand guidelines, so when it's suggesting changes, it knows our fonts and knows our hex codes. But also we included our brand Voice document, which explains, when you're talking about different things, how is the voice, is it supposed to be warm but also authoritative? Is it supposed to be educated but also attainable? So it puts warmth in this, to this machine that's generating this content. It comes out immediately with our brand voice in mind, speaking to our right audience. And that saves us so much time. We saw like a 30% increase in page views. We also saw like a 27% increase in the time people were spending on site. I mean, those are things that actually move the needle and increase conversions. We're helping our team be more efficient and, and we're helping our audiences be happy.

Yeah.

Now, Morehouse College did an incredible job of defining their brand. And that is exactly the place to start. When you express who you are, you unlock two big wins. Your content speed goes up and your content cost goes down. And that is exactly what we want for all of our customers. So to recap, the very first step in the new growth playbook starts with something deeply human. Taste, clarity, voice. No LLMs can replace those things because AI needs a point of view, and that is the point of view. Okay. Now that you have expressed who you are, the next step is to tailor the message to your customers. And tailor is all about making that message feel personal, not just personalized. Now, remember the 90s. Well, if you recognize the picture of George Costanza earlier, then you probably do. You know, back then, dear Yamini in an email was enough to get my attention. Whoa, they know my name. But now, knowing your name or your title, it's just not impressive. It's noise. But AI changes that game. It lets you treat every single customer like a segment of one and maps their intent to the information that they need to see. So here's the big unlock with AI, it is one to one relevance delivered at scale. So how do you tailor? Well, you got to start with data. You have to enrich your data with all of the intent signals. Did your customer check out your pricing page or a competitor? Or they open up a support ticket? All of those are intense signals that tell you what your customer is thinking about right now. Then you have to craft hyper targeted messages with AI. So if your customer did check out your pricing page three times, then AI should send a follow up message. Still comparing options, Here's a nice breakdown of the pricing plans. A nice little nudge. And then through all of it, you stay in the loop and validate the message. Because nobody knows your product and your message better than you do. Okay, the thing is, if you do all of this, you get higher engagement with your content. Every marketeer's dream here. And it's working for HubSpot and it's working for our customers. So let's hear from Kelly Services on how they're doing this. Blasting out an email to your entire database with the same message and expecting results. Buyers are more sophisticated than that. They also are inundated with so much information you have to spend speak intimately to your audiences. HubSpot allows us to deliver one to one experiences to our customers. As an example, when we're launching a campaign, we might create a dynamic landing page that doesn't just speak to the pain point of one audience, but various audiences. And we can also consider other things, like what the audience has done in the past, what language they speak, how far along they are in their buyer's journey to truly present what feels like a one to one tailored message, but it's done in a scalable way. We're also able to engage our audiences in a deeper way. We're seeing higher engagement numbers, and at one point we were even seeing a 60% increase in conversions. Yeah, 60% engagement. Anybody? Yeah, you can have great content, but if you're not where your customers are, it does not matter. That brings us to Amplify the heart of the new growth playbook. Amplify is about how you diversify channels to engage your customers where they are. If you take just one thing from this entire keynote, it should be this part of the loop, because this is how you drive growth. In the AI era. Two big shifts have changed everything that we know about marketing. The first is where your customers are spending time. They are where you are. They're scrolling on social, they're listening to podcasts from creators that they trust, and they are reading email newsletters. That thing is cool again. But guess the one place they're not spending as much time. Your website AI overviews have made sure of that. That's the first big shift. The second is how they find answers. Your customers are not searching for information anymore. They're asking questions. They're asking people in Reddit's communities and in live events like this, and they're asking AI because nobody wants 10 blue links. They want one trusted answer. Now, you put these two big shifts together and here's the reality. It's never been harder for companies to be found. This is why marketing subreddits right now are a very dark place.

I get it.

What do you do? Well, you have to rethink how you reach your customers. Your customers are still out there. And you still need search. Because even though your customers are not digging through all of your content, LLMs are reading your refreshed content. That is why great content matters, maybe more than ever. And then you gotta be strategic on social. You have to show up where your customers are with great video, audio and text content that really engages them. And then for LLMs, you have to build your AEO strategy. Okay, this is new and this is big. AEO stands for AI Engine Optimization, also called Answer Engine Optimization. And here's the simplest definition. AEO is how you increase your company's visibility in the Answers. AI delivers. Breathe. How do you do all of this? Well, let me take you behind the scenes and show you how we're doing this at HubSpot to power our growth. And let me start with something that is not growing. Our blog traffic. Yep, all of these articles, everybody sent them to me. Even my mom, who doesn't read blogs. Yeah, blog traffic is down, but that is half of the story. Here's the other exciting part of the story. Back in 2022, even before AI overviews became a thing, we noticed that our customers were spending less time on our blogs and more time on social, on newsletters and podcasts. So we made big, bold bets to diversify. We invested in a podcast network. We invested in newsletters. We launched 10 YouTube channels. We grew our presence in Insta and LinkedIn. Yep, that's why Dharmesh is always on LinkedIn. Yeah, find him there. And you know what? It worked. Our leads from YouTube are up 100% year over year. And leads from newsletters are up 90% year over year. And guess the one thing that is common across all of these new channels? They are people driven. Personality, connection, credibility. That is how you engage your customers today. And when we did all of that, our demand mix, it shifted dramatically. Yes, the leads from our blogs and web apps were down, but the leads from people driven sources like YouTube podcast newsletters more than doubled. We did not chase clicks. We built trust. We showed up where our customers are and we engaged them there. And the results, they just speak for themselves. Diversification works and it drives growth. But here's the one other channel that you need to diversify into, which is LLMs. And doing AEO is quite different from doing SEO. SEO is all about ranking. You just have to show up in the top five links. AEO is about being part of the answer. In SEO, you use keywords, backlinks, meta tags in order to rank. And in aeo, you use stats, quotations, content from high authority sources. SEO is all about reputation. AEO is about reputation of the sources, but also repetition of your content across multiple high authority sources. And SEO volume was the goal. In aeo, conversion is the game. And this is why we've made AEO a top priority within HubSpot. And even though it's really early days, the results are really promising. We are number one in AI visibility. Within our category, leads from LLMs are up significantly and they convert three times better. Okay, this is really important for all of us to understand. When people ask LLM questions, they are deep in research and they're asking specific questions, their intent is high and they're ready to act. And if you can catch them in that moment, you're already ahead. And companies that figure this out will grow better. With AI, all right, you have expressed who you are. You have tailored the message to your customers. You've amplified it across multiple channels. There's just one last step, which is evolve. And this is about how you iterate. Learn fast and act faster. Before AI, all these campaigns, they were like big cruise ships. Slow, inflexible, hard to steer. Now with AI, they're like jet skis. Fun, breezy, actually fun to steer. And that's what you need to do in this stage. So in order to evolve, you got to know what to measure and optimize it. And then you have to use AI to sharpen the strategy and the outcomes. That's it. So what do you know, how do you, what do you measure, and how do you know that you're doing this full loop?

Well.

Here'S a scorecard. It has a number of metrics that you already measure and some new metrics that you need to track. First, in terms of express, you measure efficiency, your content speed has to go up, your content cost has to go down. And within Taylor, you measure engagement. Are your customers actually connecting with the content and engaging with it? And then with amplify, you measure conversion. Plus a few new metrics here. AI visibility, AI share of voice, number of citations. These are the new measures that tell you how you're showing up aeo. And then with an evolve, you measure velocity. And when you do all of this, your marketing is going to fly. Now here's the thing with the entire loop, it never ends. And that's because with AI, you don't win by launching, you win by learning. That is what is different about the loop. And this is exactly what our marketing team has put together. I got to give these innovators in marketing a huge round of applause and a shout out. Thank you. They have been iterating, experimenting and using this playbook to power our growth. So if you're sitting here thinking, okay, how do I get started? Don't worry, we got you covered. You can keep your phones up and go to this QR code website where we have a complete breakdown, a step by step guide on how you get started, what you do next, and how we can be helpful. You know, here's the thing, there's just been a lot of talk lately about AI chaos and search disruption. But here's my hot take. Marketing in the last few Years have felt very incremental. A B test this, adjust that. Not great, not fun. Now what is ahead is smarter, faster and more human and just a whole lot more fun. So let's bring that fun back into marketing again and let's rewire how we grow with AI. Right? Yeah. And we are totally on this journey with you now. At the beginning of this conversation, we started with some deeply human questions. The answers are coming into focus. What's our role? What is AIs? Our role is to lead with taste, strategy and judgment. And AI's role is to accelerate with speed, scale and execution. Humans lead, AI accelerates. That is the partnership. It is not just powerful, it is transformative. And that brings us to the second question that is on top of mind for almost everybody here. What is our job going to look like in three years? And our teams? Well, the future of work is hybrid humans and AI working side by side doing what we do best. AI will become our co worker. Not just a tool, but an intelligent teammate. It will learn, it will scale, and it will get work done on our behalf. And that means our roles will evolve. We will see the rise of AI ops, the super orchestrators. They are the go to market engineers. They will fine tune, train and optimize AI for our business. Just like RevOps powered the last decade, AIOps will power the next decade. And then we will also see the rise of super contributors. People who use AI to 10x their output. The marketer who used to create one asset, now creating an entire campaign. The sales rep calling more people on one day than others do in a week. They will drive growth by being fast, AI fluent and innovative. And that brings us to one last question. What do we tell our kids today so they're ready for the futures tomorrow? Now here's what I told our son moments before that tough goodbye on college campus. Be curious, ask a lot of questions, lean into change, don't fear it, and learn how to think. The whole idea that AI will replace humans, it just misses something essential. What is exciting is not what AI can do alone. It is what we can do together. And if we can understand it and embrace it, then we won't just keep up with AI, we will keep growing with AI. And we all will stay firmly in the loop. With that, it is my absolute pleasure to welcome Kerning our EVP of product to come and show you how this lights up. Thank you everybody and enjoy San Francisco.

Thanks Yamini and hello inbounds. I'm Karen and I lead product at HubSpot. That Future Yamini just described where we lead in AI accelerates. It is deeply personal to me. I grew up doing homework in my mom's small business, a travel agency. And I watched her pour everything into making it work. And when it closed, I saw what happens to great people when they don't have the right tools to compete. At mit, right next to where HubSpot was founded, I studied machine learning because I believed that one day AI was going to change our lives. But more importantly, it would give businesses like my mom's a fighting chance to compete on an even playing field field. And that belief brought me to HubSpot, where we have always made powerful technology accessible to growing businesses. It is our mission to help you understand how to grow. We did it with Inbound and we're going to do it again with the Loop. A big part of my job is talking to customers like my mom every day. And many of you are dealing with the same things. I saw her struggle with feeling overwhelmed, having to do more with less. And to top it all off, we all have to keep up with the speed of AI. Someone recently said to me, if we're not using the right tools, we're going to get left behind. And that struck me because that's how I feel sometimes. The reality is most people or businesses don't have the time to test every new tool. They need a guide to sift through the noise and show you what works. Because that AI transformation, it is happening whether you are ready for it or not. And we are here to help. Yamini just gave us the Loop, your new growth playbook. But she also said something incredibly important about that that I want to start stress. To make the Loop work, you need a team of humans that partner with AI, a hybrid team. So we have reimagined HubSpot for hybrid teams. So let me show you how. But everyone has AI tools. Can't you just build your hybrid team anywhere? And yeah, now everyone has AI tools. But here's what they don't all have. AI that has context on your business. When you're looking for go to market AI tools, you typically see two things today. One, some build AI that does one thing and it does it really, really well. But what happens when your customer is up for renewal and your service tool doesn't know about the promises that were made? In a sales conversation, both sides are missing context and your customer experience is what suffers. Others bolt AI onto old systems. That's a little bit like putting a jet engine onto a horse carriage and you will go faster until the foundation breaks and your wheels fall off. In both of these scenarios, some part of that hybrid team loses context. And without context, the loop doesn't work. So that's why we took a different approach. We unified that context about your customers, your business, your teams, and we made that the foundation for our platform. Every action is smarter and faster, and we made it easy to use. Not all tools can handle hybrid teams, but HubSpot can. So let me show you how. Here's the blueprint for building your hybrid team. First, unite your data. This gives you the context and foundation for everything that you need in the loop. Next up, enable your people with powerful tools that help them do what they do best. And finally, remember that people lead and AI accelerates. So let's build your AI team to go far, fast. We want you to leave this week with everything you need to know to build your hybrid team with HubSpot to bring out the best of human creativity and AI efficiency so you can put the loop to work and grow. Let's start with step one of the blueprint. Unite your data. Today, your entire hybrid team is only as good as the data that powers it. But here's the problem. Most of your data is trapped in emails or calls or conversations. We call this whole set of data unstructured data, and it makes up about 80% of your data today. Or it's siloed across tools or departments that should be working together but don't. Or it is just plain bad. It is messy, it is incomplete, it is out of sync. In the worst case, it is all three. And if you want your hybrid team to be successful, these challenges are a huge threat. So we're going to help you with all of them, starting with the smart CRM. Some CRMs are just a system of record. They require manual updates. They're hard to maintain. Data gets out of sync. So I sat with the team, we said, what would make a CRM truly smart? What if it was light, easy, effortless? What if it did the work for you? So we built just that. The smart CRM is your foundation, the brain of your hybrid team. It updates automatically, it enriches itself, and it unlocks that trapped data. But best of all, it helps your team focus on what matters most. Better campaigns, more time selling, and happier customers. Let's get into some demos. Let me introduce you to Drew. She is a growth marketing manager and she used to start every Monday as a data detective, exporting lists, pull the engagement data, cross checking support tickets, and then manually updating that spreadsheet just to figure out who to target. By the time she looked up, it was Wednesday and she hadn't done any actual marketing. How many of your weeks sometimes feel a little bit like that? I'm seeing a couple head nods. We're about to change Drew's entire week with a little smart seer magic we call self generating data. On Monday mornings, Drew opens up HubSpot to find all of her records updated. But she didn't work over the weekend. Her smart CRM did. It reviewed call transcripts, support tickets, customer emails, and used conversational enrichment to pull out that trapped unstructured data. Now things like new contacts, employee changes out of office notices are all automatically added to the smart CRM. It can even track intent signals so she can get the right data at the right time and see if any company got a funding round, just expanded globally, or even had layoffs. And if she wants another look at that data, she can use the new flexible views to see the data however she wants. Like a board, like a table, like a report. The smart serum isn't just helping her unlock trap data. It is giving her time back to be a better marketer. This is what the loop is all about. Okay, so Drew has all this new data that is always up to date, but that's only half the battle. She needs to know what to do with it. And that's exactly what Smart Insights delivers. Drew used to spend hours reviewing call notes, emails, transcripts trying to spot these important changes. With one click, Smart Insight gives her an overview of everything that matters. It gives her recent interactions, an activity timeline with any customer touchpoint, including account notes. And with column insights, she's able to flag important changes like health scores dropping or deals that are heating up. With SmartDigest, you give clear recommendations. This is how the smart CRM becomes your competitive advantage. It doesn't just store information. It gives you intelligence. So with Smart Insights, Drew has learned that her deals are definitely heating up. And with map view, she saw that the place where everything is happening is, of course, San Francisco. She wants to host a local event for her reps. Typically, you know how it is. It means jumping between different tools, managing asset timelines, working with your sales and marketing team just to oversee the project. But wouldn't it be great if she could do all of this inside HubSpot? Well, now she can. With the project object, Drew can manage projects in HubSpot, just like deals or leads. She can track what stages her projects are in and see an overview and snapshot of what's happening. This will change the entire way her team collaborates. But wait, there is one more thing. We believe so deeply in the value of the Smart CRM that starting today we have unbundled it. The Smart Serum is available on its own. That means everything that I just demoed is available by default, including company and contact enrichment. And Anyone can use HubSpot as their data foundation to power their hybrid team. Okay, so we have now solved trapdata with that self generating CRM and we have unlocked action with smart insights. But here's the thing. A lot of your customer data is not sitting inside HubSpot. It's siloed away in external sources like spreadsheets or data warehouses. And some of you probably have different solutions for syncing your external data. In fact, a lot of you have operational Hub and it has gotten you this far, but the stakes are so much higher. So we have given Operations Hub major updates and a new name. I'm so excited to introduce you to Data Hub. DataHub is your new home for connecting all of your data from every source into one place. It is built for the Go to Market team and it can handle any kind of data from campaigns to sequences to reporting. It is no code and uses AI to give you the most complete context. So let's go back to Drew. She wants to better express her brand and create her icp. Express is the first stage of the loop that profile, it's incomplete because it's missing external data. So let's give her a safe and powerful place to connect her data. This is Data Studio. She can connect any kind of data, like revenue data, product usage, just by adding a column. With Data Studio, Drew can connect Snowflake to see product usage in her CRM. She can choose what fields to import and Data Studio takes care of the rest. Now she can use that product usage to to find great upsell targets. She can use smart columns and just give Breeze a simple prompt. Tell me if there was any recent funding for these companies. And a new column appears showing these details that are always up to date. Drew can use all of this data across workflows, reports and campaigns. This is the foundation for expressing your brand in the loop. Now this brings us to Drew's last challenge. Bad data. She has connected all of this amazing data, but she's not actually confident that she can start that campaign. Remember when Yamini said it was exciting to get that email that said dear Yamini? I think more often than not I get an email that says dear first name. It's so embarrassing and I never respond to those. Bad data doesn't just hurt your campaigns, it kills your credibility. She needs to trust her data before she can tailor her email to her highest value prospects. This is where data quality comes in. Data Quality is our set of AI powered tools that helps Drew with data hygiene. It gets rid of duplicates, fixes, formatting automatically. She can enrich her records with an. Data Quality is our set of AI powered tools that helps Drew with data hygiene. It gets rid of duplicates, fixes, formatting automatically. She can enrich her records within a single click. It fills in missing information all before bad data can impact Drew's campaigns. Now she can create content that she trusts that feels truly personal because it's based on complete and clean data. So let's go back to our data challenges and see how we've helped Drew solve all of them. The Smart CRM solves trapped data and makes it actionable. Data Studio takes care of that siloed data and data quality cleans up that bad data. But now, thanks to HubSpot, Drew has complete customer context. With Smart CRM and DataHub, you just completed step one, unite your data. This becomes the foundation for your hybrid team. So let's put that in action with step two, Enable your people. Your hybrid team wins when people can do what people do best. Because at the end of the day, AI doesn't make creative breakthroughs. Great marketers do. AI doesn't close deals, your best reps do. And AI doesn't build lasting connections. Thoughtful CSMs do. The beauty of hybrid teams is that they multiply the impact of your people at every part of the customer journey. But we all know that the funnel is not flowing the way that it used to. And we just gave you a new playbook. I want to show you how that playbook applies to marketing. Because that is where we have seen, seen the most change. We've shown growth marketers like Drew how she can fuel the loop with unified data. So now let's see how she puts it in action with Marketing Hub. We'll start with Express. Drew has defined her audience and she knows her icp. She used it to create a style guide for her brand. All that's left to do is to create content and map how it comes to life across across all those channels. Because we all know how important it is to diversify those channels. Marketing Studio is Drew's new home for content creation. Built for the loop. She just gives it one simple campaign idea and it uses everything it knows about her business to create a full Strategy from social content to marketing emails. And she can work together with her team in real time with a visual canvas that customizes flows. She can use Breeze to create more content or she can assign tasks without switching tools. Drew has turned one idea into a complete multi channel strategy. But before Drew can launch her campaign, she needs to make sure that it will be a hit. So she should tailor her message swiftly in the loop. We are helping Drew tailor her campaign with segments. Segments is the evolution of our list feature. But instead of just creating a list, segments help Drew discover new high intent audiences that she can then target in her campaigns. She gives Breeze a prompt like show me website visitors from our recent product launch and it gives her segments she didn't even know existed. In this case, Breeze. She finds a ton of US based education companies and she could refine that segment by how long they spent on the page, what actions they took, what they engaged with. And just like that, Drew has discovered a new high value audience. But like all good marketers, Drew knows that once you have your audience, it's all about making that content personal. And for that, email is still queen. She needs to be hyper targeted in her messaging. AI powered email is our new feature that will change the way that Drew thinks about email marketing. We've been testing this at HubSpot and it has increased our own conversion rate by 82%. So let's take a look. Breez uses Drew's CRM data to create a personal email for every single content and then it also chooses the best time to send it based on when that contact has most likely engaged in the past. Morgan in education gets totally different content than Jordan in healthcare, but both resonate and we have got tools to do that across all your services including CTAs and landing pages. So when we say hyper personalization at scale, this is exactly what we mean. Now Drew is at the heart of the loop and she is ready to amplify. So Yamini talked about how amplifying your brand today is going from SEO to aeo. And Drew wants to get ahead of this. She wants to show up at LLMs when prospects are looking for solutions like hers. Because we all know that search discovery has completely changed. So let's help her do that with our new AI engine optimization feature. To start, she shares a little bit about her business, like what she sells and who her best customers are. The AEO tool shows topics people search for when looking for businesses just like hers. And it gives her recommendations to help her appear in those searches, to apply those recommendations she goes to the blog editor. Drew can even use the tool to score how her brand will show up compared to competitors. This is how Drew goes from being invisible to a top answer. We want you to get the most out of your AEO strategy because it is not about just becoming a top answer. It's about what happens after capturing the traffic and turning them into leads. So we have just added AI referrals to your HubSpot traffic sources. Now you know exactly when LLMs are sending you leads and you can capture that to create better campaigns. We are all in on the loop as your new growth playbook and we are using it ourselves. Every tool that I've shown you will help your marketers put the loop into action. But there is a ton more to discover, so make sure to check out our Marketing Hub sessions and demos this week. Now that marketing is in full growth mode, we know those leads are probably pouring in, right? Drew is handing those leads off to c. But there's one problem. Those deals. They're stalling. And she's not wrong. 86% of deals stall at some point. But it isn't because your reps aren't doing a good job or your prospects don't want to buy. It's because that final step, going from yes to signed deal, it's still completely broken. Picture this. Your prospect is ready to move forward, but your sales rep still has to spend hours crafting a quote, chasing approvals, playing email tag. Meanwhile, your buyer is sitting there thinking I am trying to give you money. Why is this so hard? It is the B2B equivalent of the abandoned shopping cart, except the stakes are like 100 times higher. So we need to help your reps focus on closing. This is our new AI powered CPQ for Commerce Hub. It is modern quoting that is actually built for closing deals and it's available in public beta now. So let's take a look.

First.

Breeze generates a quote based on context from your Smart CRM. It already knows details like emails and sales calls, so it will suggest customizations like line items or terms. You can use Breeze to add a personalized cover letter based on the deal history. But we don't stop at the quote. We have built in E Signature and Smart Sharing to make it easy for your prospect to review, approve and sign all in one place. The best part? All of it is saved back into your Smart CRM. Which means you can see an overview of all of your deals and their status. And your AI gets smarter every single time. This is how you close deals at AI Speed. Okay. We have completed step two of the Hybrid Team Blueprint. Enable your people. We've given your teams AI powered tools that help them do what they do best, from launching marketing campaigns to closing deals. There's a ton of really cool stuff in Service Hub and Sales Hub. So please make sure to check out HubSpot HQ. Now it's time for the last part. Let's go build that AI team. Your AI team has two parts. Assistants that help every employee and agents that work as your digital team members. This is where humans and AI working side by side become. First up is Breeze Assistant. This is your companion that's available everywhere you work. Imagine that you're a sales rep with a high pressure meeting and as we all know, zero time to prep. We all know how that feels like with Breeze Assistant. With just one click, Breeze Assistant changes everything. It knows your calendar and can help you prepare for your next meeting. Meeting. It can lay out objectives, talking points, focus areas, all based on your context. It can also pull details from your deal history or your Google Drive to get you a full Breeze. And now Breeze Assistant has memory, so it learns your preferences and gets better every time. What is amazing about this example is how well Breeze Assistance knows your business. And that's because it's built in HubSpot. Now we also know that many of you are interacting with other LLMs to get a little AI help. So we moved fast to become the first CRM to connect directly with Claude and ChatGPT. And now we have made it even easier to use the connectors. So let's take a look. All you have to do is prompt ChatGPT. Tell me about the last five deals in HubSpot. And then immediately while typing, ChatGPT recognizes HubSpot and switches to the connector by default. This is what happens when LLMs understand HubSpot. Your context lights up everywhere. It's cited so you can click and take action. But we want you to use your customer context everywhere you're using AI. And when I say everywhere, I mean everywhere. So I'm excited to announce the HubSpot connector for Gemini. It will give all of you another powerful way to turn customer insights and LLMs into better action in HubSpot. Now, if Breeze Assistant helped every employee, let's talk about how to take your teams up a notch with Breeze agents that do work from start to finish. I want to show you three agents that we think are essential for your hybrid team. We've made them available to every HubSpot customer because we think they're that important. Let's start with the Customer Agent. If you are already using this agent, you are going to love what's next. Customer Agent has been incredible, resolving over 65% of support tickets. So we asked ourselves, why limit this to just support? Your customers need help at every stage of the journey. So we reimagine Customer Agent to be your always on concierge. It greets homepage visitors and turns them into qualified leads. It books meetings for your sales teams and it solves customer issues with personalized answers. And it works across your website, your email, and even WhatsApp. With these updates, your customer agent does so much more than just resolve tickets. It gives personalized help across marketing, sales and service. Now for the second agent we believe every team needs the Data Agent. The Data Agent is dedicated ops team member that works 24 7. With a simple prompt, you can create a smart property that does anything like research the top three competitors for every company in your smart CRM DataAgent pulls from the web from files, support tickets, calls, emails, and after a quick preview, you can save this data directly into your CRM and always have it up to date. There is one more agent we believe is essential for every business. That's the Prospecting Agent. We have given it some major updates with research, pattern recognition and data analysis so you can build a better pipeline. Let's take a look. Prospecting Agent combines data from your smart CRM and the Internet to get a full picture of your prospects. So first I'm going to enroll a set of prospects that I just met at Inbounds. It is easy to set up this agent with the same rules that I would give to a new team member. Set up the number of targets I might want to reach. Here are the maximum number of follow ups. And please use a casual tone. Sound human and real. But because this is a new teammate, I also want to review every email before it goes out. From there, the agent finds interesting details like new funding, global expansion and creates an outreach strategy for each prospect. But best of all, that agent is dynamic. It listens and tweaks that strategy when it learns new information. And it makes sure that your sales rep can engage prospects at exactly the right time and always be more informed than ever. So now we have two parts of your AI team in place. Every employee has an assistant and every team has their agents. But every business is different, so you need options. I'm so excited to introduce you to the Breeze Marketplace. Think of the Breeze Marketplace as your new home for finding and building the best agent team. For your business, you can review new agents and put them to work fast. We have agents for every go to market team. You can browse and learn more about each of them. So let's say that my customer satisfaction has taken a hit and my team feels pretty overwhelmed. We need an agent teammate who can help. Let's go ahead and add this customer health agent. It tracks health indicators and alerts you as soon as an account needs help. Just what my team needs. I'm going to customize this agent because just like people, your AI teammates need to be trained for specific jobs. This is Breeze Studio, your new home for customizing your AI team of agents and assistants. I want to customize the customer health agent so it alerts me when a new customer hasn't finished onboarding or has low logins. Just give your agent instructions. Tell it what risk signals to look for, like health scores under 70. Add context the agent should know about and tools that it should know about. And from there, your agent is live. It's working with your data, it's following your rules, and it's solving your specific challenges. In minutes, you've gone from finding and looking at discovering an agent in the Breeze Marketplace to having a new digital team member. So there you have it. You have just completed your blueprint. So let's recap. First, unite your data with a smart CRM that thinks and acts for itself and use Data Hub to connect and clean your external data. Second, enable your people with AI powered tools that help them focus on what they do best. And finally, build your AI team with Breeze Assistant and agents and then customize them with Breeze Marketplace and Breeze Studio. There is so much more that you can discover today across marketing and sales and service. We have new features that help you spot risky deals, find themes in your support tickets, and major updates to the HubSpot developer platform. Plus way more. You can put it all into action today as you build your hybrid teams. So this is what I want you to remember today. Every great business transformation starts with the decision to lead instead of follow. The companies that will dominate the next decade won't wait for AI to get easier or cheaper. They'll start building their hybrid teams today and they'll use the loop to help them grow. So here's my challenge to you. Don't just attend inbound. Start building. Pick one process this week and ask yourself, how can I put the hybrid team to work? Because AI the future doesn't belong to companies with the best AI or the best humans. It belongs to companies with the best hybrid teams. This is how you become an AI leader with HubSpot. And this is how every business, from the smallest startup to the largest enterprise, gets to compete on a level playing field. Remember that little girl doing homework in her mom's back office? She's now building tools that could have helped save that business. And today you get to take them home and use them. Thank you so much. Inbound.

Enjoy your week.