Eric Siu and Neil Patel discuss how partnerships drive growth, covering integrations with AI tools like Perplexity, revenue-sharing deals, and networking at HubSpot's Inbound conference. They explore outreach strategies and how their companies like NP Digital and Ubersuggest benefit from working together.
Why partner marketing can be a better form of marketing. Because I was just thinking about this. We're both speaking at HubSpot's Inbound, right? I'm like, huh, for Carrot, I want to talk to more of these integration partners at HubSpot's Inbound. So I'm like, I'm going to set up a dinner, right?
Yeah, so dude, I got this idea from our last recording session. It was either the last one or the one before. And we were talking about getting customers from these LLMs.
Uh-huh.
And I was telling you, you're like, yeah, you're seeing it too, but we're talking about 2 different things. I was talking about people working at like a Perplexity recommending our agency. You were talking about getting mentioned in like a ChatGPT or Perplexity when someone's doing a search and then ChatGPT recommending you through their website, not actually an employee referring you. And then you were talking about, we were talking about Scrunched, Profound, and others, and I was like, Let me hit some of these guys up. So I started emailing the founders of these solutions and I was like, I should find one and just partner with them.
Yeah.
Because even though we ourselves have been developing AI products and we've been doing AI products since, I don't know, maybe 2 years ago, 3 max. I don't know when we first came out with our AI writer. I know February of 2025, we had a big meeting in Brazil and we were discussing all the AI stuff that we were creating, including like tracking on LLMs.
Mm-hmm.
And stuff like that. And just because we have some of these features, our product isn't based on a Profound or a Scrunched or a lot of these other solutions. We're basing it off of what our customers want, and it's a very different customer segment. I'm assuming you agree with this, right? What we are doing with Ubersuggest and Answer the Public, you've seen some of the designs. We're not trying to do what they do. We're trying to help SMB and a roadmap. I don't know what their roadmap is and I don't even have like a login myself to Scrunche or Profound or any of those solutions. I don't think our dev team does either, but more so we're building stuff for how can we help SMB from soup to nuts, not just learn what's happening on the LLMs and all the channels out there, 'cause we're big on the search everywhere optimization like you and I have talked about with YouTube traditional.
Yeah.
But also help them execute actually get results in a way that's as automated as possible. And a small chunk, a fraction of a percent, but our user base is high. I think we have over 5 million users on our software tools, will be an ideal user for a Scrunched or Profound or someone like that. I was like, wait, we should partner with them and send them revenue and we should try to work with them and get revenue from their end. And I was like, why not?
So how many deals have you done?
I have calls set up this week and next week.
Yeah, see, see, sometimes when you talk about this stuff, idea babies spawn.
Uh-huh.
Yeah.
And I was like, let me just email. And I just start Googling these people's email addresses like at 9 o'clock at night while I'm in bed and I'm just shooting off emails.
Dude, you know what I do now? All right, so I wanted to take a moment to tell you about my podcast co-host Neil's agency called NP Digital. And they work with a whole host of global companies or global organization. Also, Neil has SEO tools such as Ubersuggest and AnswerThePublic. All you have to do is go to npdigital.com to learn more, and we'll see you on the other side. So I run Perplexity Labs, which does 9-minute research. I was like, tell me who are all the people Carrot should partner up with at HubSpot, and then find me the contact information too. And then you can probably set up with ChatGPT agents now where it'll find the contacts and then it's connected with your Gmail because you can do the, the connection, right? And you can email these people and just set it up and just do like a do like a private dinner because I'm going to arrive on the 2nd and then stay there till the 6th. So yeah. I like that. Yeah. So, and that's the move too. I'm going to throw a dinner. Neil will probably be there. I usually throw dinners when I speak at HubSpot. So that's what we'll do.
Yeah, why not?
Yeah.
I don't know if I'll be there at the dinner. I'll probably be spending time with my niece and nephew.
Oh, that's right. Because this time it's local for you. Yeah, local-ish.
Local-ish.
Yeah. All right.
Yeah, my team's like, how long do you want there? And they'll be like, what do you want to do with the hotel?
I'm like, none. You're usually in and out. Yeah. So you're just going to arrive? Are you packing all your speaking into one day and just going to—
I'm trying to, and then spend more time at my sister's place.
Got it. Cool. So maybe guys, maybe dinner. We'll see. Yeah. All right. Pick the location.
Eric will still do a dinner though.
I will for sure do a dinner. Yeah.
I'm bad with the dinners, even at the Miami event. You're like, do you want to come? Just leave to the airport from there. I'm like, it's okay.
Yeah. Yeah. You're— dinners aren't your thing. So yeah.
