Breeze Intelligence in HubSpot Sales Hub: How to Sell Smarter, Not Harder (with Kyle Jepson)

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By the way, I have my leprechaun mug that I'm drinking my coffee out of the stock morning. So to all you know, it is. We're heading into that time. Hey, can I tell a quick story before we get into this? Liz, I think it's very.

Right.

Absolutely.

So here's the deal. Marketing is amazing. Sales is absolutely amazing. They. They get us to do wonderful things. Now, I'm going to warn all the Hub heroes listeners, if at any point in time in this podcast, this episode, if I'm speaking and all of a sudden you hear, like, about eight dogs going absolutely crazy, it's because we have the washer repair men. Men. Two grown men.

Oh, how dare you? How dare you put your family at risk. The dogs are just protecting you.

They're protecting us. But we have two grown men here for the seventh time working on our washing machine. So this is why I say, by the way, Max, this is your. This is your deck conversation, but it's my washing machine conversation.

So, Mark, how many times did you have to threaten a lawsuit before they actually came?

They've sent us a check for the amount of times we've gone to the actual laundromat and the money that you spent because it's an endeavor. Listen, listen, listen. Marketing did a great job. They did a great job because my wife saw this ad, I saw this ad, and it was a washer and dryer all in one. And we thought that would be.

Oh, no.

And then they did a great job and they said, you can control it with your app, by the way. That's my love language. I'm like, I can control it with my app. I don't have to get up and walk up the stairs to, like, make. Doesn't wash, it doesn't dry. It's an all in one nothing. And so for the seventh time, I won't even tell you the manufacturer because I'm not going to be that guy. But if you're out there marketing, if you're out there selling, if you're out there using Breeze Intelligence to do any of these things that we're going to talk about today, please do them in a way that is highly.

There we go.

Okay, now I'll quiet this. We can move on.

George.

Meanwhile, I'm over here with my Kenmore washing machine from like 1976. It.

I bet it keeps on cooking, doesn't it?

A week or so ago and we found a YouTube video and took it apart and it was an eight dollar fix and it's gonna run another 30 years.

Now, see, Kyle, you want to trade? You want to trade? I'll take yours, you take mine.

No, no, no, I'm good.

Well, George, what I will say though is I have a deep amount of sympathy and empathy for you because in the past 10 days, I have replaced my car battery, my car alternator, and my car starter, only to find out the only reason my car wasn't turning on was an auxiliary battery in the ignition system. And it took a third mechanic to figure that out. That was fun. We're all thriving.

We're thriving.

You know what, let's leave aside thriving because I don't know if our listeners just noticed there was a mystery caller on the line. We have an OG friend of the pod, Kyle Jepsen from HubSpot, joining us today.

Hey, having to be here, a sort of undercurrent I'm hearing with, like, there's, you know, all these, all these machines we have in our lives, they're. They're being optimized for efficiency, right? Fuel efficiency, water efficiency, whatever. But they, they, it introduces so much complexity that a layperson can no longer fix and maintain them. And I think there is a really interesting metaphor here that I have not really thought through for your sales and marketing processes for the way you interact with your customers. If you are solving for one particular thing, be it efficiency or, or, you know, profit margins or whatever it is, you're going to have all this complexity that will just make it hard to navigate.

I completely agree.

In fact, I have a little micro story that I want to share here because we think about things just what you said, right? Like if something breaks, it used to be very easy to fix it, call the person, get it over, whatever. So the third time I had to have my car towed, they accidentally had a problem with my car that they would not have had with a car that was 10 years older. Because my car, even though it's not an electric car, so much of it is electrically driven. The paneling, how the whole system operates. Because the battery turned off, the emergency brake tripped, which meant they couldn't put it in neutral, which means they couldn't get it on the tow truck. And then we had to find a way to jump the car even though the battery was not working. And they eventually had to call a different truck in order for it to get picked up because they were never able to untrip the emergency brake, which is a dumb safety feature when it thinks the battery isn't working.

This is crazy to me. I. I recently got a new car. It's. It's like I got the. The Sienna hybrid minivan because I have a million kids and I need a vehicle that size, even though I live in Boston. And it is so smart and so electronic. Like, windshield wipers turn on sometimes. I don't know why I park. And sometimes the parking brake turns itself on. Sometimes I have to turn it off. Like, they're just so. I haven't read the, like, page owner's manual. I don't know how to operate this car right. I'll just be driving it on the road, and it'll give a little chime, and I have no idea what it's trying to tell me. It's like, I hope we make it safely. Yeah.

Well, at least our cars have gotten. Our cars are washing machines. All of our appliances have somehow managed to get us here. Max, I see you're driving with your wheel today, bud. How's your wheel doing?

We're farming. We just harvested our second field of soybeans. We're absolutely cooking with gas right now.

Sorry.

I love that.

I love it.

But I am very excited for what we're about to talk about today. And, George, you smartly let the cat out of the bag a little bit already, because we are talking about breeze intelligence today and why it matters for sales teams. Now, George, I have a cutesy little description here, a definition of what breeze intelligence is, but you get so freaking excited about it that I would actually just love to hear from you what you want our listeners to know. But what about. About what breeze intel is going into today's conversation?

Well, I mean, I could probably use the entire podcast just to talk about that thing that you laid out there.

But, Kyle, we'll see you next episode.

But. But listen, here's the thing, because before this episode, I literally was doing deep research. Yes, chat GPT. Deep research on breeze intelligence to, like, see what all the things are. And there's. And there's so much Right. But in this conversation, I want to say a couple of things. One, we're going to try to drill down to sales because. Because Kyle is. He's pretty dope with sales. Like, he cut his teeth on a lot of the sales certifications inside the HubSpot Academy. And so we're going to take down to Breeze Intelligence for sales. And what I want people to take away. And again, by the. By the way, the beginning of our podcast episode wasn't by design, but was miraculously designed well, because here's the thing. You could have a sales process and it could break. You could have pieces and parts in your sales process that are old and worn out. And so what I want you to realize is Breeze Intelligence. The way I want you to think about this episode is looking at you are the person, HubSpot is the platform. And Breeze Intelligence can become part of your processes, but also it can be part of augmenting you as a human. Right. Breeze Intelligence is not here to replace you. It's here to help you get things done better. No more faster. And so as you're listening to Kyle, as we kind of chirp in and ask our additional questions or add value, I want you to think is how, as I as a salesperson, can I augment myself and accelerate my sales process with Breeze Intelligence? That's the mindset, Liz, that I want them to come to the table with this morning. And I love the shaking of heads, by the way. I feel like I'm preaching this morning. I'll be.

That's what's up. You know, I really love how all of our machines conspired today to give us great fodder, to give us good content. That's what I love here. Kyle, the reason I'm excited to have you here today is because, yes, Breeze intel was rolled out as this AI powered insights engine that you can plug in to your HubSpot ecosystem, specifically HubSpot Sales Hub. Now, I know there was a lot of chatter, a lot of talk about Breeze when it was first rolled out at Inbound last year, but now the inbound dust has settled. We've had a few months to kick the tires on this thing. We've had a few months to really understand what does it mean to effectively integrate Breeze intel into their HubSpot sales hub workflows. So I'm just very excited. Are you excited to get into this conversation today, Kyle?

I'm excited, yeah.

Okay, so let's dig in from your perspective. What has the adoption of Breeze intel looked like so far since it's been announced and what have been the biggest surprises?

So this is, this is, I, I, I feel like this is a good place to start because Breeze launched at inbound as you mentioned and there are several kind of like, there's like Breeze Copilot, this is free to everyone. There's Breeze Agents, these are included in the hubs. They bel, Then there's Breeze Intelligence that's credit based and usage based and you have to buy it and every time you use it it costs money. And ever like I think a lot of people were caught off guard by that. It's a, it's a different sort of pricing model. I think a lot of long time HubSpot customers who are used to a particular way of, of calculating HubSpot cost and things were not fans that this enrichment platform, it was going to cost money every time they click the button. And that I think has been a big barrier to adoption and that's, that makes sense to me. I don't, I don't mean the people who feel that way are wrong. It is different and change is hard and managing your cost as a business is hard. And these are all serious conversations you need to have. The thing that concerns me is I think a lot of people heard Breeze Intelligence is a data enrichment platform and it's credit based at Inbound. And then they said that's not for me and they stopped paying attention. And the thing that is always true of every HubSpot feature is if you stop paying attention it's going to grow and change and become really cool and you're going to have no idea what's going on. And so I would highly encourage anyone who is in that boat to, to start looking around at some of the things that have developed more recently. Take a look at the Buyer Intent tool which you have access to even at the free tier of HubSpot and Start I, yeah, kicking the tires on that one. Wander around, click the button, see what it does. You will discover some limitations where you have to have Breeze credits in order to access things. But the thing that I'm keeping an eye on that is just starting to emerge is there are certain features in Buyer Intent that don't cost credits, but you have to have credits in order to access. So I think even if you go buy the smallest package of credits, it's going to unlock a lot of things in Buyer intent and you can start to understand the value of this thing. Yeah, Data enrichment, you know, if you're doing a one time full database enrichment, it's not that interesting. But if you look at some of the things buyer intent can do, I think it's just really exciting. So, I mean, that's a, that's. I'm, I'm taking myself down a tangent. I'm going to stop myself. But your question about adoption is. I think, I think the, the pricing structure has been a barrier for some folks. Other folks have jumped right in and have loved it. I don't, I don't mean to say adoption has been poor. I imagine the smart folks who do packaging analysis at HubSpot knew this would happen and, and are okay with it. But the thing that, for me as an evangelist, obviously I'm concerned about is, is even, even, you know, in the same way you feel like your boss is maybe never going to give you the budget to buy Operations Hub, don't stop paying attention to what Operations Hub can do. Right. Breeze Intelligence is a similar way. If you feel priced out of it, that may be your reality. And I don't mean to judge you and say you're wrong, but don't, don't close yourself off to developments in HubSpot because everything in HubSpot is so interconnected. These, There will be ripple effects that.

Eventually stuff jumps around. Tears too, right? Like, I mean, exactly that example that you literally just gave. And I've said this plenty of times, but like custom data sets being available in Ops Pro, coming down from a $2800 a month base price FE to an $800 a month base price feature is so like, you know, your boss wants the report you can't give them. Well, boy howdy, now you can, you know, because it might just already be if you got that. But you never got Enterprise, right?

Yeah.

Maybe now you can do it. So really pay attention to that. That is like sage wisdom and sage advice. You know, don't. Just because you don't have something doesn't mean you shouldn't be looking into what, what those suckers are moving around tier wise.

Well, there's always the future, right? And my brain goes two places, Kyle, with what you said. One, if I'm a product and pricing person, I'm more than willing to put something out in the world in the understanding that I might need to pivot. But I sure am going to get a lot of lessons when I launch this bad boy because I'm HubSpot and I pay attention to the user and I pay attention to the user feedback and we can do those things. But the other piece of this, and if you're listening to this or watching this, and this is you. I, I don't blame you, but I try to put myself in the, the shoes of you, the human, right? And so many of you that are like, oh, HubSpot, Breeze Intelligence. And it's one thing when you hear somebody in a HubSpot user group go, ah, that Breeze Intelligence isn't for me, then all of a sudden you forget about agents and you forget about Copilot and you forget that Breeze is actually multiple things instead of our brain compartmentalizing it into. When you hear Breeze Intelligence, you think they're talking about the whole thing. And so, yeah, I mean, this is a worry for me. Go ahead.

Yeah, yeah, yeah. And, and again, Breeze Copilot, part of the confusion is I think we, we called all these things Breeze. And who can blame anyone for being confused, right, when the pricing structures are so different. Breeze Copilot is totally free. If you have HubSpot, you have Breeze Copilot, you can ask Breeze Copilot to research companies and add them to your CRM. That's the thing it can do. And it's just hitting, you know, publicly available databases, whereas Breeze Intelligence is our proprietary clear bit acquisition powered data. But, like, you can do this. And so the thing that really concerns me is a couple of weeks ago, one of the hottest, coolest updates in HubSpot recently, this Ask Breeze workflow action.

Right, I was just going to talk about that.

Yeah, into a workflow action and you can ask Breeze questions about it and like do outputs. Right? You can just have conversational workflow actions. And I tell LinkedIn about this and so many people are like, I don't have Breeze Intelligence. Like, you're not paying attention. This is not Breeze Intelligence. You have workflows, you have this feature. Go use it. Stop. Stop telling yourself this story. You do not have access to the cool HubSpot features. They are there and you should use them. And when you close yourself off to these things and just assume anything cool, I don't have access to, you're wrong. You're not, you're not thinking in a hubspotty sort of way as you're telling the story column.

Envisioning myself being a fly on the wall and Kyle, like, scratching his head and be like, maybe I should say this slower. Like, like, why aren't you picking up what I'm throwing down? Like, and, and I, I'm like you. I get very passionate about. Like, you have to dissect and pay attention real close to the things that you can and can't do and understand which you need to or don't have to even do with the things that you're. You're providing. Liz, keep us on track here. I'm not.

No, actually the best.

The only thing I just want to add there, Max, is going to drive.

Us off the rails.

Hold on.

No, the only thing that I want to say about like the whole pricing conversation is like, I think people forget that like this is at least three tools in one single tool that fully integrates with your CRM, right? Like your teams are going to want to use AI, they're going to want to use it for contact enrichment or company enrichment. They're going to want to use it for content creation. They're going to want to use it for this whole revolution of AI agents and all this other stuff, bro, that's three other tools that you're going to be paying for eventually, whether you like it or not, right? That your team's going to want to use as we continue to rock it into the age of. Of AI being used in business and it being the hottest things. Sliced bread, right? And I think people forget is like, you're getting all of that with Breeze, right? Versus paying for it in three different places from three different vendors and dealing with three different support teams. I mean, let's not all forget why we bought HubSpot in the first place, right? So we can consolidate all those tools into one single thing, right? Whatever Breeze costs, it's always going to be less than getting all three of those tools somewhere else.

And the cost of integrating it.

Corporate chill for HubSpot, even though I am HubSpot's greatest warrior when it comes to that.

Big Sprocket enters the chat but let's.

Just think about it like, you know from a perspective. You're going to spend money on these tools somewhere else, right? You might as well get it all under one bill, right? It's probably going to be cheaper and it's going to work completely with the entire system that you've built to do all of this stuff that it touches, right? So just keep that in perspective, everybody.

Yeah. And I mean additionally, sorry, Copilot again, is free. And question one, everybody, question one. Yeah, we'll make it, don't worry. We're on. We're on track. I think there are all these AI features sprinkled into existing tools. No, there's no like paid add on for AI and HubSpot. Right? Our strategy is AI should just natively be in your CRM. And we announced all these agents, some of them are still forthcoming. Social agent, prospecting agent, customer agent, content agent. And these are just embedded in those hubs. If you have sales hubs, since that's the one we're going to be talking about, you will soon have a prospecting agent, no additional cost. That's incredible. Right? And then Breeze Intelligence. Yeah, it's this credit based thing. But then you're just paying for how much you need. Right. Is the idea. And if you are an admin type person, any place enrichment is automated, you can set limits. You can say we are only going to enrich this many records per month. So HubSpot isn't designing this to like surprise you with. With a bill that's five times as big as your bill last month. Right. This is all meant to be within your control, but we are trying to automate and simplify it as much as possible. And so I agree with Max and again, I don't, I don't want to seem disrespectful to anyone who has real budgetary constraints. That is, that is a thing people absolutely deal with and it is real. But it is unlikely that if you're already using HubSpot, these, the, the HubSpot options are going to be more expensive than whatever alternatives exist to you.

Yeah. So Kyle kind of went where I want to go. And then Liz will get to question number two as Max kept on throwing out the. The number three. Three, three, three, three. Because. Because at least.

At least.

Right. I want people to realize like it might be five, it might be six. When it's all over, it might be 10. Like I've been messing around with the social agent and it's crazy, right? And so like if, if you just break it down to copilot and then sales agent, you know, service agent, social agent, breeze intelligence, like 5, 6, 7.

Like yeah, all those agents are products on. There are separate products on their own.

Yeah. Yeah.

All right, let's.

Guys, are we sure.

Wait, wait, wait, wait.

Hold on, hold on. Damn it.

Never mind.

Where's Gigachad to play you off when I need him? Where is he?

He's right here.

Don't worry.

Are we ready for question number two, Chad?

Oh, it's all right.

All right. So you guys actually started getting into this, which is why I didn't get too fussy. We really. We've. The reason why we're so frustrated about the lack of clarity around adoption and where co pilot ends and where intelligence begins and all of these different things is because we know how game changing Breeze Intelligence can be for Sales teams using HubSpot. So I want to throw this back to you. Kyle, let's start with you. Although George, Max, Chad, I know you have thoughts on this. Where do you see it really changing the game for sales teams? And what are some of the most impactful use cases? Because you guys have thrown out a lot of different ways that it could be used. But where are sales teams going to see the most impact with Breeze Intelligence?

Yeah, I, I am excited to hear what George, Max and Chad have to say. I will, since I'm going first so as to try to avoid taking anybody's answer, I will. I want to go with an, I think a sort of under the radar option with, with Breeze Intelligence. And this comes back to. I've been talking a lot about the Buyer Intent tool here. One feature that was recently added to Buyer Intent, the way Buyer Intent works is you set a website path. You say, if someone comes to this web page, they are showing intent and then we can have their records and enrich them and add them to the CRM, right? But this, this is always left this open question of how do you know which pages show sales intent? And this is the sort of thing that companies love to just guess at, right? Like, oh, obviously if someone visits our pricing page, they have real sales intent, right? This is my favorite blog post that I wrote. I worked very hard on it. If someone reads that they have sales and what buyer intent can do now because it's in the interconnected hubspotness and knows your deals and stuff, it can say, here are the actual paths that you know statistically show someone is going to end up in a closed one deal. And think about that insight for a minute for your sales team. It takes that guesswork away. And if you can say, hey, based on the data, if someone consumes these three pages, they are really likely to be open to a sales conversation. And by the way, here are the people who consume those three pages. That's huge, right? That the sales implications of that are enormous because you can have the confidence that this person is doing the sort of behavioral patterns that suggest they are open to a sales conversation and might even go the distance and be closed one. But also you know what's on those pages. So you can say, hey, you know, seems someone from your organization was looking at these pages here. Here's some answers to some common questions. Here's my meeting link if you'd like to discuss it further. Right? And how much better is that outreach than hey, random LinkedIn content? I'm a wealth Management guy and I would love to just help you make more money. Like it just, you know, it's, it's an entirely different way of contextualizing and warming up your sales leads, which I just think is. It's huge.

Guys don't just jump on, all jump in at once.

No, no. So I'll come at this for the sales side, but the sales side as the marketer in the room. And so race intelligence and the ability to automatically shorten and pre fill forms to increase conversions because the more conversions, ak, if we're doing this as a human equals more conversations and more conversations. Well, you might call this more at bats. And with more at bats, you might be able to close more deals. And then because you've closed more deals, you might be driving more revenue. But like, listen, you can also, if you have the stuff already filled out, you can ask more important questions, which then you get more quality leads anyway. So that's, that's the one from the marketer I'll say is like you, you can do some dope stuff on the actual beginning of this before you get the sales process.

Even for me, like, a lot of it really comes down to like what I would tell salespeople is like, figure out how you can use it to extend yourself, not like replace yourself. Right? So like, you know, whether that's saying, oh, I can write much better emails now because I'm not necessarily a talented, you know, email communicator or maybe my grammar sucks or maybe I have a hard time like, you know, asking questions in different ways or whatever it may be. Right? Like think about it, how you can use it to really just like enrich the interactions that you have and not just put them on autopilot and say, oh, that's one less thing I have to do. Right? Because I mean, the most embarrassing thing, you know, is when you're just like sending out a bunch of junk that the AI thought was, you know, relevant to somebody. Right. It's, it's almost in the same way that like people would, you know, abuse like email templates and just send the same junk to everybody because they wanted to save time. Right. I mean, like just completely relying, you know, I'm a little, I don't want to say I'm skeptical, but I'm watching the sales prospecting stuff kind of carefully. Right. You know what I mean? Because I think that's walking like a very fine line of, you know, replacing yourself versus like enriching it or using it as a way to be more efficient. Right. But you know, I would, I would say use the mindset of how can I do my job better now versus what parts of my job can I just eliminate? Because I can get AI to do it it. Right. And, and I think if you're truly using it to enrich the interactions that you're actually having. Right. You know, for example, if you were to enrich a contact to get some data about them, it's not so much like, oh, I could get the phone number or oh, I can like, you know, get this there, that you should be looking at it as, oh, how can I use this information to actually have more intelligent conversation with someone.

Right.

Versus like looking at it as like a little cheat code or something like that.

It's interesting, Max, because one, I love that you went down this road because for many people listening, especially sales, like they need, you know, firm of graphics, decision maker info, the technology stack. And so like you can waste questions and waste time on those or you can just get them, they can just automagically be there. But also, Max, I want to hit upon this piece that I hope people will lean into in the future because AI or an AI assisted world is definitely not about how can I use this to do less. It's about how can I use this to create a greater impact in sales, in marketing, in content. Because the rate of speed in which you can create or understand is so much faster. Like the value first human centric approach has never been as possible as it is right now, but only if you have the mindset of more impact, not less work well.

And salespeople are always looking for ways to stand out. Right. And we are entering a moment where all of us, every single one of us, our inboxes are going to be flooded with AI generated garbage. Right? And so now it's seriously your chance to stand out as a human. Right? Yeah. And like, who cares if there's AI in the background helping you find the right human to talk to? Just don't let the AI talk to the human for you.

Yeah, yeah, absolutely.

Unless you're using Customer Agent.

Well.

That'S I think relevant because you're already, you've already closed one that person. Theoretically, if they're using Customer Agent in some capacity or like they're going to find out information to like reach out to you, you know, I was curious.

Well, you look at it, you look at Customer Integra, you look at Customer Agent a little bit of different way, right? Like you're, what you're doing there is, you're saying how do we extend our, you know, abilities of our customer service people by making sure that their time and resources aren't getting taken up for some that doesn't need a human being?

Right, right.

But also being able to be like, hey, how can I help this other person self serve themselves. Right, yeah.

Which they usually make sure.

Right, sure.

It knows when it should go to a human being. Right. And get some to them. Like in the cases where it makes sense to have, you know, an actual body helping them. Right. You know, so it does support.

Yeah.

You don't want to let, you don't want to let your customer agent be dinking around in your billing settings necessarily. You know, like, oh yeah, I'll just refund that subscription, no problem.

Don't worry about it.

Don't worry about it.

Well, I was curious. This is like on topic, but off topic. So I was curious. Did anybody notice around inbound time that a few API endpoints were added relative to meeting links?

Here comes the nerd here.

Did y' all see that?

Let's get nerdy. Totally, absolutely.

You know, while I was writing blogs.

What are the, what are the, what are the endpoints, Chad?

Well, the endpoints are to be able to get a meeting link for users or to get a specific meeting link's user availability. So like when can that person be booked and to be able to book meetings via API. And it ties in closely with like Breeze in general, I think, and AI agents.

Right.

And like ultimately I think that's gonna like this was the one thing that I'm thinking in an AI world with voice agents or like people who have like phone call integrations where they want to like, you know, robo dial everybody's brains out or whatever, you know, that is going to be the piece that's missing like some way via API to find rep and their availability and be able to like respond and actually put a meeting on the calendar. But HubSpot thought of that eight months ago, which is like insane to me. They're the first people, at least some of the first meeting link tool people that I've seen with that feature available. And I think that brings some stuff in back to this conversation at least because like that, that was, that's the missing link, you know, for some of those things to be able to like help automate some of those processes if you want some of those pieces automated.

And see what I love. Yeah, if you want or if you should. Right. But what I love, I understand your brain enough to know that like, if you're paying attention we're talking about Breeze Intelligence. We're also mentioned earlier that you can do a workflow action around this intelligence, which then means if there's an API, you could do some type of call or web hook to do this thing based on this flow and so like this deep, rich, nerdy process. And again, hopefully it's all used in a way to or humanize automated and AI assisted human power process that you're building. Liz, have we even made question three? I don't know.

No kids, we haven't. But first, Max, how are our soy crops going?

We just finished stone picking on the second field, so I'm gonna go dump that off.

Rock picker, bro. You just drive it and it gets all. Is that what you got, a rock picker? I used to drive one of those when I was a kid in Montana. Anyway, Liz, let's, let's move on.

Speaking of rock picking in Montana, Kyle, aside from the pricing conversation, what do you think the biggest mistakes are? Misunderstandings you've seen when teams are first starting to use Breeze intelligence and how can they avoid them? So again, I want to avoid the conversation around making the decision to use it more about like once they are actually inside the breeze intelligence ecosystem, what are we dealing with here?

I, I would guess I haven't had enough conversations with people using Breeze Intelligence to say like, oh, I have noticed that 75%, you know, fall into this particular pothole. But as, as I've thought about like explaining the feature set to people and, and how they get up and, and going. I think there are a lot of strategic decisions you need to make around what records get enriched and at what point that should happen and why, why.

Why and why are they getting enriched? How are you going to use that data? You know what I mean?

Yeah, I thought you were like, why, why do we need to have this? Come on banks. Yeah, and why? Because, I mean, not just because it is credit based and you don't want to spend more credits than you need to, but also like this is, this is kind of a new way for a lot of people. It's going to be a new step in the sales process. You've built in a HubSpot where it's just like, yeah, you know, you could, you could have all the Breeze Intelligence data on all your records as soon as they get added to the CRM every time. But, but more likely there is some point in the journey where it's going to be advantageous to you to get that record enriched. And, and it's worth noting I mentioned there's this ask Breeze workflow action that is not breeze intelligence. There are also breeze intelligence workflow action. So you can say when this criteria is met, enrich this record. And I would be really curious how people are thinking about that, how they're identifying that moment. Because you don't, you don't want to get into a situation where, you know, I like how George has been talking about kind of wasting or spending questions, right? Imagine your sales rep only gets to ask their, their prospect five questions, 10 questions, right? You don't want one of those questions to be where are you located? You don't want one of those questions to be what industry are you in? Right. But you also don't want to get in a situation where the sales rep is on the phone and they're like, hey, how are you? Let's settle in and ask some questions. What industry? Oh, hold please. I'm just going to enrich your record real quick. Stand by. Yeah, okay, now, now, now my real question is you wanna, you want it to happen before that point. And so I think, I hope sales leaders are having very serious conversations. Looking at the whiteboard. Here's all the steps of the buyers, the customer's journey, end to end. Here is the point where enrichment makes the most sense.

Do you think that there's a world where an enrichment action could be added to playbooks to make it super easy that when it makes sense? Because I think like, hey, right at the beginning, if this box does not say yes, then hit the button and you just enrich it real quick.

I mean I'll selecting the project manager right now. Let me jump in here for a second.

Send the dividend checks over.

Yeah, I want to double down because yes, we're talking about sales right now and this idea of limited questions. But I hope everybody understands that we are entering a world in which you could simplify the amount you have to talk or meet. Let me give you an example. Totally not sales related. But historically if you were an agency, you would do a discovery call and you would do a one hour call where you would ask a bunch of questions and they would talk about all these things and then you would have to go back to the transcript and, or you'd hopefully somebody were taking good notes and you had five people on the call and like the hourly rates of each and oh my God, it's like, how is this available? How did we do this for 50 years already? I ordered a client, I onboarded a client last week and here's how the process went I put in their company name and their URL and I had I do deep research and give me an ultimate guide on the company. I then put that in some type of cohesive manner and deliver to the client said hey, we've tried to do some discovery on you. Can you please just look at this document? Let let us know if there's any we missed or anything you change. And and this was like a 15 page document that I sent over to them. They came back and they said the only thing I would change your ad is we change this product to this name. But other than that it seems like you really know our organization. Zero questions asked other than is there anything you would add or change? No one hour discovery meeting. Like the information is out there for you, like deliver a better experience. Now we can talking about sales for this but that's the mindset that I want people to grasp when we're talking about AI or breeze intelligence or, or providing a great user experience no matter what part of the buyer's journey they're in.

One the one thing I would add to that is if anyone replicates George's process here around the time you send that 15 page document to your prospect, make sure you read it yourself.

Yeah. Oh yeah. Good gravy.

Yeah.

Trust but verify.

Well, if you're like me, here's the other thing. I'll get real nerdy. 1. I took that entire document, I put it in Natural reader and I let it read me the document while I was actually like it read it to me and I was reading it at the same time. So I'm not only am I, not only am I reading it, I'm learning about the orchestra that I'm about to actually help. So like not only to read it, but retain it, ingest it. And here's where it got real nerdy because I decided I want to get out the office for a hot minute. I took that entire document, I put it in notebook lm, I made it turn it into a podcast which I downloaded to my phone, the MP3 player and I went and listened to the MP3 as I'm walking because I want my office and I'm learning about the client. Like everything has changed. People need to wake up. Okay, I'll shut up. Liz, let's.

Since we've done such a good job staying on topic, can I tell you a totally off topic story that's really funny?

Absolutely. As long as it's about rocks, soybeans, alternators, or a mystery number five.

Being off topic, the. The Summer before I. I got hired at HubSpot as an entry level support rep. This is. This is summer 2014. I haven't even heard of HubSpot yet. I was. Between semesters of grad school, I signed up with a temp agency to get a job for the summer. And I sat down with the temp agency. They asked me questions about my work experience. They looked at my resume. I told them all these things, and they're like, okay, we'll find a job that you're a good fit for. And they, they hooked me up with the enrollment office at UMass Boston University here in Boston. And I went in to meet the people and to have an interview. And we talked through and they're like, yes, this, this, this sort of administrative assistant role, you're perfect. You got the skills. Yes, you got the job. And as I stood up and was about to leave, one of the guys who had been interviewing me was like, hey, so your resume says you, you have CRM skills. Can you tell me more about that? And I was like, have what now? Oh, like, he's like, look. And he showed me the resume that the temp agency had made for me. And because I had worked on a sales team, they had assumed I knew how to use a CRM, even though my sales team didn't use a CRM. And so it was like, yeah. And they said these words. You'll love this. They said these words, we just signed up for Salesforce and we're looking for someone to help us set it up.

Oh, my God.

This was the first time in my life I heard of Salesforce in a meaningful way. And I was like, I am really sorry. The temp. This is not the. The resume I submitted to the temp agency. They made this one for me. They added this skill, and I. I have no experience there. That would be helpful. I really apologize that this was misrepresented. Okay? And this is. This is before the world of AI, right? And this is exactly the sort of situation you can get into if you have AI doing deep research and saying, ah, here are our recommendations. Ah, here are insights. And you send it over. Now you're going to get a customer who's like, wow, this one line of the document was the one that stood out to me. Can you please tell me more about this? And if you have not read it, and if you are not prepared to answer that question, you're gonna have a moment like me, where you're gonna have to admit actually that is a straight up lie and misrepresentation of my capabilities. And I apologize that we are now having this conversation.

Oh, man. My life as an implementation specialist.

There'S a great lesson in that, and that is like, integrity always wins.

Yeah.

Could have chased that. You could have. Oh, well, if I can learn it real quick, I could implement it.

Or.

Or I can just.

Can you imagine if I was like, I don't know what Salesforce is, but how hard could it be to figure out?

Oh, my God. So integrity always wins. The other thing that I want to say here, and I am literally going to pass the baton to you, Liz, to keep us going. But, brother, 2014 to now, I just want to say on this podcast, you've come a long way, my dude.

Oh, yeah.

Way a little bit.

Dude. Could you imagine that? Somebody looking for team Blue almost got Kyle.

That's so wild.

That's so good. Literally, that's a timeline right there. Sorry.

All right, Liz, you should be.

Chad, you should. So when it comes to integrating Breeze Intelligence effectively into existing HubSpot sales hub setups and portals, where should sales teams start? Because what I'm hearing, again, which is like a. I feel like a broken record every time we talk about new products and new features. Right? There's so much promise and potential. There is so much promise and potential which can lead to, like, a crippling effect of like, where do I even start?

This is a great question. It's funny. Thanks. We. We all have to update our assumptions in this new world we're in now. And usually when it. Historically, when people have asked me, HubSpot just came out with feature A. Where in the timeline should this be implemented? I have this standard answer of like, well, just check the data where your conversion rates, where's there's a drop off, where is there some sort of barrier to entry for. And that's the. That's the place you start, right? Wherever there's the most pain, wherever there's the most friction. Let's. Let's grease the rails and that. But I think that's actually the wrong answer here now in 2025, because maybe you have probably not, but maybe you have your. Your. Your sales process and marketing process and everything as optimized as possible. There are still places you could deploy Breeze Intelligence technology to make it even better. And it. It might not be the worst conversion rate. It might. That. That maybe. Maybe there are things that are possible in 2025 for your sales process that were not possible in 2023. Right. And so I think actually I need to revise my Talk track here and think about how do you identify the best place to start? Where are you going to get the most impact? It may be very hard to predict.

Okay, I have a. I don't know if people are going to agree with this. I don't think you should spend a lot of time worrying about where to start. I think you should just use HubSpot and you will quickly figure out where it will be helpful because Breeze does a really, really good job of making you are making you aware that the thing you're doing in HubSpot right now could be easier if you used it.

Right?

It's principle, Max.

No, I get it. But also, like, the thing is, AI is going to help everyone in different ways. There are some teams that have unbelievable content creators that straight up don't need it. That's a fact. Straight up. I need it. Right? Because they're really good and talented at creating content.

Right?

They have great writers, they have great video creators. They have people who really understand people that love creating content about it. Right. They probably don't need it. Right? But, like, you can't see the same thing for the struggling team that's just getting started or doesn't have all the same resources. It's going to mean different things to different people, right? I think you need to, like, because it's not about using AI, it's about using HubSpot and doing inbound still. It's all still about doing inbound. You use HubSpot to make inbound easier. And then I will make HubSpot easier. Right? Like, that's a way that I think about it, right? So I think instead of like, hyper focusing on like, oh, shit, there's all this stuff going on with AI and I have to figure out where to start. I have to come up with a game plan. Bro, no, you got to run your business, right? You're using HubSpot to run your business. You're gonna find ways that AI will make that easier as you discover them. But don't go out and just look and assume there's a whole bunch of problems because you. You haven't, like, discovered the AI stuff yet, right?

Like, here's what I want to throw out in this. So, Max, I agree with you. And I also think that represents a bit of idealized notion of the organizations that are using this. Because when I think about some of the organizations that I work with, they don't necessarily have the flat structure or the company culture where that kind of autonomy is encouraged. What will happen is a new piece of tech or something big will roll out with a lot of promise and then it might get stuck with, I don't know, a VP of sales, a sales director, a sales manager who may not think that, well, let's just see what people, let's just see what people use with it. Or maybe they're not being empowered from above with that. I think in some cases, Max, what you are describing is absolutely feasible, absolutely possible, and the thing that should happen. But I think one of the things we have to remember is that as HubSpot has grown more complex in the positive way, it is able to serve more complex, more dimensionalized sales teams and organizations where that may not like that sounds like a great idea for an organization where I don't have a CRO breathing down my neck about best practices and having a structured sales process that everybody follows.

So, so that's the only thing I.

Want to throw out there.

So I, I, I'm gonna, I, I agree with both of you, which is not always fact. But Max.

Thanks, bud.

Yeah. Paralysis by analysis.

To be fair, I was also agreeing with Max. It's just not true.

No, no, I know, I know. Paralysis by analysis is a true fact. And what I would want the listeners just take action, dank on it, like, figure it out as you go because I'm sure there's enough of a framework around you that at least you'll be in headed some way of, of a right direction and be able to pivot and transition your way to success as you move forward. But Liz, I, I have to piggyback on what you said too, because listen, over the last 30 days I've talked to multiple organizations and it's gone like this because we have this fantasy of what we believe to be true. By the way, I proved this to Chad on one of our super admins where he was just talking about this thing and I said, hey, in the chat pane put, yes, workflow object, no workflow object. If you knew that workflows is an object. And it was all nos, but the assumption was, of course these super admins would know that. But here's how, here's how deep it goes. Here's how bad I get cut on a daily basis. The amount of times in the last 30 days that I've said, well, of course you want to make sure you have your tracking code installed. To which the answer is, huh?

I'm like, people will buy Marketing Hub and not even put that puppy on their website. I'm like, what are you doing? And like, also the other Thing they do is they put the pixels on there for they integrate Google and Facebook and then their pixels are double firing because they keep their old pixels.

So people.

Because there's a cost of nuance there.

Well, because there's a cost. Let's be honest guys, at a. Let's, let's go super, super meta for a moment because Chad, you said something.

There that Facebook meta really kind of original meta.

Original meta.

Okay.

Meta quest too.

Just. Just checking.

Electric Boogaloo. Because right now organizations are struggling to justify budgets. Let's face it, the economy that most of our clients and most of these organizations are doing business in that and right now is pointy. Is not friendly. So every decision they are making is being highly scrutinized. Why don't you just install it on your website? What if I install something that's meant to help us on our website? I don't fully understand it. I don't get that it's just a pixel. But why don't I just go in and embrace things? What if I break something? What if I cost us money? What if I brought a piece of technology into our organization that is meant to help us and by moving too quickly, too fast, without enough forethought or integration with other teams, I do something that costs us money. And you know what, George? This reminds me of a conversation you and I were having with a client in a completely different industry when you were the champion of change. It is your head on the block.

Oh yeah.

And I think that's why this happens. We're able to sit here and kind of be HubSpot jockeys and HubSpot cowboys because this is what we do. Our job is to go in there and tinker with things and break things. We are hired because we are the mad scientists in the laboratory. This is our business. This is what we do. And I think we forget that we have this all encompassed view of HubSpot. And for others, they're bringing it into solving very specific problem.

Yeah, sure.

Yeah. And the fact that it's somebody's day one scares the crap out of me.

Right.

At least they have a day when at least they're here.

Yeah.

Oh yeah, yeah, yeah. And I think it's interesting. I am all for everything that's been said about. If you're. If you want to get started, get started, just do something. Something is better than nothing. But I do think it's important to remember what Max said earlier about think about why you're doing something right. Think about what the desired outcome is. Because I can tell you, if I just snuck into somebody's portal right now and use Breeze Intelligence to enrich a contact record that is in the midst of a sales conversation with a sales rep, there are plenty of sales reps who would not even notice anything had changed. Right. Can they see the properties that got enriched?

Their view probably isn't set up for it.

Yeah, Right. And so, like, hooray, you have that data in your CRM, but who is benefiting? No one. Right. Certainly not your customer. Not even the sales rep talking to your customer. And so these are the kind of things you need to think about. And. And I mean, putting on my. My HubSpot Academy hat, right? There's always going to be some training implications here. Right. It is not the case that you can just run your entire database through Breeze Intelligence, pay that one time fee to. To. To. To do all your records historically and get them, and suddenly your sales process takes off and you double revenue. Right. That is just. No tool in the world is a solution to the problems you have unless you can educate the people who are using it. And so that's. That's an important thing to keep in mind.

And unless you could be honest about what your real problems actually are. Guys, we are. We have somehow come to the end of our conversation.

Yeah.

Now, normally, I encourage you to. Yeah, yeah, yeah, yeah. Violently agree. It's weird, upsetting. But, George, normally I have you help us exclusively land the plane.

Yeah.

But this time, I want you and Kyle to do this together.

Okay.

So I'm gonna ask you and Kyle the same question.

Yeah.

And, Kyle, I'm gonna have you go first so George can see what it's like to follow directions when I ask this question.

I'll try to give a good example.

Wow. I'm. I'm hurt. I'm hurt. That's kind of.

George, it's the what, George? It's the one thing question. And you're like, I hear your one thing, and I raise you 17 things. So, like, straight up.

I'm just saying.

Perfect.

But thank you.

Okay. All right.

I rule this podcast with an iron fist. Kyle, if you want our listeners to walk away with one thing in this episode, what should it be and why?

Can I give two things?

Yes. Give up his one thing.

No, that. That was actually a joke. I'm gonna have to struggle to even come up with one thing. I just wanted to for George's benefit.

So good brains on Kyle.

All right, all right. Yeah. The one thing I want. You know, it's been a great this has been a journey and I don't think the one thing you should take away is that my, that the typical 1976 Kenmore washing machine is better than the new all in one washing machine. Though that is valuable information.

It is valuable. I'll say. I like being able to fix stuff.

Yeah, no, it's great. I, I would say. I, I think it's really interesting the, the, the tenor of this conversation we've had today. It's important to remember it's, it's 2025. All of the best practices are still being discovered. If you want to roll the clock Back to like 2006, when HubSpot first launched and Brian and Dharmesh were like, hey, what if small and mid sized businesses did this thing called inbound marketing, right? Like that is where we are again. Everything is changing. And if you're looking to whatever, whoever your favorite guru is, whether they're in this room or not, and you ask them a question, what should I do? They don't know yet, right? It is, it is all being figured out. And so I think the one thing you should take away from this conversation is, is that can be empowering or it can be paralyzing. Right? You can sit down on the side of the road and wait for someone else to figure out the best practices and come tell you what to do to grow your business. You can, you can keep doing the same thing you've been doing for the last 10 years and hope it continues to work, or you can just jump in and start trying things and experiment and be a little bit scientific and just, just change one thing, change a couple of things, put some measurements in place, see if it helps, see if it hurts. And, and I, I would encourage you to take that last option, jump right in with us and everyone else and just, just play around with these tools. Be curious, be excited. There are huge opportunities waiting to be discovered. The, the first mover advantage. Nobody's gotten it yet this time around, right? And so figure it out, right? If you can be that person who started a business blog in 2006 or started thinking about search engine optimization in 2007, you, you know, now that has something to do with AI. And I think there are lots of opportunities for lots of companies to, to really have some big breaks. And we can't tell you what those opportunities are for your specific company and your specific industry, but I can promise you those opportunities are there. And if you're willing to just puzzle through things and speculate and talk with friends like we've been doing today, you might discover them.

Yeah, I. I'm gonna give a heck. Yeah. And an amen to what Kyle just said. This is why like two or three weeks ago I put on LinkedIn that it's time for an inbound 2.0 revolution. Literally where we're sitting at right now, we need a 2012 in a 2025 age. I'm just gonna throw that out there because my gosh, it's changed. I. I want to hit upon a 0.5 thing. Like, please, by all that is holy, as you listen to this podcast episode, do not come away from assuming there's out of the box magic. I talk about wrapping HubSpot around your business needs. You need to look at breeze intelligence and you need to realize there is some assembly required. You need to make sure that your teams actually can see and do the thing that you're automatically happening. But here's the real takeaway that I want to talk about, ladies and gentlemen. Years ago there was this thing that I love to teach and I haven't taught it in a while and if it intrigues you, reach out and let me know. But it's this thing in the sales process called radar research revenue. Because here's the deal. As much as you want a lead score, as much as you want to enrich the data, as much as you want to make things magical for your sales team, what's the signal that mean? You see, some of us think a red light means stop. Some of us think a red light means our green light means go. And some of us think a yellow light means go really, really fast. That's not really the real signal. And many of you are misinterpreting the intense signals that are happening based on the automation, the AI or the enrichment in your because you don't know what it means and you don't know what action to take. That's where I'll leave it. Because with all of this greatness, what does it mean? And where do you got to go as a sales rep? Where do you got to go as a leader? This has been amazing.

Yes, Gigachad, you want to take us out.

Always will take us out.

Thanks for joining us, Kyle.

Thanks for having me.

Okay, Hub Heroes, we've reached the end of another episode. Will Lord Lack continue to loom over the community, or will we be able to defeat him in the in the next episode of the Hub Heroes podcast, make sure you tune in and find out. In the next episode, make sure you head over to thehubheroes.com to get the latest episodes and become part of the League of Heroes. FYI, if you're part of the League of Heroes, you'll get the show notes right in your inbox and they come with some hidden power up potential as well. Make sure you share this podcast with a friend. Leave a review if you like what you're listening to, and use the hashtag hubbyeuroespodcast on any of the socials and let us know what strategy conversation you'd like to listen into next. Until next time, when we meet and combine our forces, remember to be a happy, helpful, humble human. And of course, always be looking for a way to be.