Jorge Fuentes Zapata argues AI should amplify human effort in CRM, not replace it. He emphasizes narrow, relevant outreach over mass cold calls, using segmentation and behavioral signals to personalize follow-ups while keeping interactions human and avoiding robotic customer experiences.
In the world that's ever evolving of technology and AI, it does kind of raise a question for me. You know, I've seen a lot of marketing go the direction of just a crazy amount of AI resources and such, and it really removes the human out of the conversation. It feels less personal and more just being sold to. But when it comes to a CRM that is advanced and does have automation, how can that automation improve follow-up? And efficiency without making the customer experience feel very robotic?
Oh, yeah, absolutely, Ryan. And just to kind of like build on top of what you're mentioning right now, yes, definitely AI. I see AI being used in ways that it shouldn't be, right? Like it should be a magnifier of the human rather than it replacing the human, right? And so I've seen, you know, companies trying to, you know, do cold outreach to 10,000 contacts at a time because AI can help scale that, right? But instead of, you instead of using AI to narrow down to a couple hundreds or maybe 50 that would be a great fit right now for their service, right? And so when it comes to HubSpot itself, anything that you're capturing from the leads, right? That can serve as info in order to generate valuable segmentation so that you can speak to them in ways that are meaningful to them, right? And so when I'm thinking about segmentation has never been more important because right now, even if you get the you know, people that are very similar that have the, you know, let's say the CMO job title, right? And you get tons of CMOs interested in whatever service you're providing, right? That still, you know, their journey in your website, specifically the activity that was tracked on them. If you have a CRM like HubSpot, of course, that is meaningful to create segments on what they're actually interested in. There are signals that are telling you in that moment what they're actually interested in and what might be meaningful to them, right? So It is, it has become even more important now than before AI, so to speak, anything pre-ChatGPT to be more human with your communication. And you can scale that with AI for sure. And with automation, but it still needs to be relevant to them and segment. That's where segmentation comes in. And a platform like HubSpot can help you implement that very easily for sure.
