INBOUND 2024 Spotlight Live, Wednesday, Sept 18

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Welcome to Inbound 2024. I'm Yamini and I work for HubSpot and this is my favorite week of the year. I just love seeing people connect, you know, the hugs, the high fives, all of those selfies we take. But more than anything, I just love seeing everybody leave this week inspired. And we need that inspiration, especially when technology is changing everything around us. Now, in the last year, I don't think you could have got hit with any news without getting hit with AI hot takes, right? Look at these headlines from 2023. The Wall Street Journal said generative AI is promising an economic revolution. The Washington Post proudly announced the AI Gold Rush. Meanwhile, New York Times kept it super down to earth, asking questions like, how could AI destroy humanity? Really? Now look at where we are just one year later. The Journal says the AI revolution is losing steam. The Post says the AI bubble is deflating. And my favorite one from the New York magazine, whatever happened to the AI Apocalypse now? Do they sound a bit disappointed? So what is the truth? Is AI just false hype or a true revolution? Are we at the peak or at the trough? You know, the fact is, these are not the most important questions to ask or answer. Now. Why? Because these headlines are not the lines in your head. When you, our customers, wake up in the morning, your first thought is not some big sweeping reflection about the state of AI. You're thinking about your job. You're thinking about your team, your next deadline. You're thinking about how you can get your kids out of bed and off to school so you can start your day already. Or maybe that is just me with my teenage boys. You know, the real question you're thinking is, how do I drive growth? Because lately, as we've all probably felt, it has just been harder to grow. So let's focus on the right questions. Why has it been so tough to grow? What is changing with your customer's journey? And most importantly, where do we grow from here? Now, to answer this question, you have to understand what changed and how we're going to fix it. The fact is, the growth formula is just broken. It is harder to attract customers to your website, it is harder to convert them when they engage, and it is harder to retain them even after you have won them. And we can all feel the shift and the numbers reflect it. You know, traffic is down. The number one challenge for marketers today is generating traffic and qualified leads. Conversion is down. Win rates have declined from 23% to 19% and in just the past two years. And retention is also Down. What does this mean? It means growth is down. Only 50% of reps are actually making their quota this year, compared to 66% just two years ago. The only thing that's up here is our anxiety. So what has changed? Well, three big things. Search, social and all our customer channels. You know search has fundamentally changed. It used to be that your customers would ask questions and search engines would serve up blue links and they would click on those blue links and they would get to your website. But now with AI overviews and soon search GPT, your customers are getting answers without leaving search. And the same thing is happening with social. These social platforms, they are holding on to your customers much longer. The fact is they just want to create a sticky user experience. That's why when your post includes an external link, it just gets way less reach. Now all of these social platforms, they used to be there just to distribute your content. Now they have become customer destinations themselves. And you know this is true. Just look at your screen time report every week. Or if you really dare, look at your kids screen time report. Now that is my scariest data for the week. You know what? This is what it looks like. What? When my teens are playing Minecraft on the laptop, watching Shark Tank on the big screen and streaming. Dude, perfect. All at the same time. What does this really mean for you? It means fewer website visitors. Search and social used to be open, feeding you visitors. Now they are closed, keeping your visitors. And that is a huge change and it's only going to continue. Search volume is set to drop by 25% in the next two years. But that's not all the change. There is another big change that's coming and is here. People want to talk to people, not brands. And in fact 7 in 10 customers just trust people over companies. They trust funny people, they trust relatable people, they trust aspirational people. They just don't trust you. And so your customers end up going to G2, they go to Reddit, they watch YouTube videos, they talk to peers, and by the time they do get to your website, your customers know more about you than you know about them. Just think about that. So now when your sales reps connect with your customer, the bar is incredibly high. That conversation needs to be so tailored and insightful. And if it's not, conversion will go down. The same thing is true with service. All, all of the easy questions are answered by chatbots and search results. And so your support rep also has a high bar to clear. And if they cannot clear it, well, retention is down. I Mean, there is no wonder why this growth formula is just completely broken. Now what? Well, we have seen time after time the technology is profound when it can solve old problems in new ways. And now we need new ways to access insights to be able to solve the age old problem of growth. And AI has the potential to do that. Well, how do we know? Because we went straight to the source. We surveyed thousands of customers who have embraced AI in some way, shape or form. We spend hours talking to them about their use cases, their mindsets, their fears, their hopes. You know, I just absolutely love this part of my job. I really love talking to customers and I just love learning from them. And here's what we learned today. Our customers are using AI for acceleration and soon they will be using it for transformation. So what's the difference? Acceleration is taking what is possible today and making it fast. It means you are just automating specific tasks, maybe summarizing a call or drafting an email. And AI is working with you to drive growth. And it's happening right now. When we spoke to customers, we found example after example of leading growth professionals who are already using AI to accelerate their work. But transformation, well, transformation is taking what is impossible today and making that possible. It means you are reimagining your goals and stringing together new tasks. It means AI is working for you to drive growth. And if acceleration is happening now, transformation will happen next. So the question is, how does this all apply to marketing, to sales, to service? Right, let's actually start with marketing. Fundamentally, marketing is just about attracting customers. Right? And we just need to have great content to be able to do that. And this is what we found. These are the three top use cases that our customers are using to accelerate content marketing with AI, they're creating content, they are personalizing content and they are distributing content. Now 65% of HubSpot AI users are already creating content with AI. So the question is, how do you do it? Well, it starts with understanding what AI is good at. AI is very good at researching topics. It is good at delivering decent first drafts and iterating for different audiences. But humans, we are much better at taking those drafts from good to great with original, authentic, creative insights. AI is also good at personalizing content. You know, this year our amazing marketing team, I want to shout out to our marketing team, they are awesome. Now our amazing marketing team got great at sending personal messages with AI and the conversion rate improved by 82%. So when a prospect came to our website and filled out a form, we didn't just send Back a generic email. We used AI to research that prospect's company, their role, and then we mapped the most relevant academy content and then sent a personal message to them. How slick is that? That's why conversion went up by 82%. It's not surprising at all because everybody who got that message felt like it was written for them, and it was. Now that you have created and personalized content, the next step is you gotta distribute the content. You know, this year when we launched Content Hub, one AI feature saw incredibly fast adoption. Content Remix. This allows you to take a single piece of content, like a blog, and convert it into social posts, into short form videos, into emails. That's the way you can take great content and put it out there with your customers. So how does this all look like in practice? Well, let's actually hear from one of our customers, Emily from Sandler.

For marketers like us, we're always looking for ways to be more efficient, be more scalable, and, and AI has really been our ticket to do that. In terms of executing campaigns, we start with a landing page, and as we start to write the gist of the copy that we want to get out, HubSpot AI is able to step in and help us make it better. Kind of trickles down to all of the other pieces of the campaign. So whether we're writing the social copy, we're creating the LinkedIn ads, or the Google Ads, it's all using that same campaign and messaging that, that we've already built. Typically, our sales cycle was 90 days. And now with these experiences that HubSpot AI has helped us to build, that has gone down to 30 to 45 days. We had people spending a minute or less on our experiences and our pages. Now they're spending three to four minutes. And that is a huge return on the investment that we've made.

Wow. So their sales cycle went from 90 days to 30 to 45 days. That is what acceleration looks like. What's the transformation that's coming next? Well, it's all about agents. No, no, no, no, no, no. It's not James Bond. Although Daniel Craig is welcome to attend Inbound whenever he wants to. You know, I'm just talking about AI agents. This is software that uses AI and tools to be able to really reimagine and accomplish multiple steps of the goals. And they can work for you. In the world of marketing, a content agent will work for you to create, personalize, and distribute content. A social agent will analyze all your social posts and tell you when, where, and how you can Share it. And a campaign agent will analyze your campaigns and tell you how you can amplify it. That is what transformation looks like. So what lessons can marketers take from all of these different use cases? A few big ones AI creates and people curate. The counterintuitive insight here is that AI can help you with better content, not just more content. And that is exciting. So where are my salespeople here? I know you're here. I want to hear some noise. Come on.

Yeah.

Look, I have worn so many different hats in the last 25 years in tech, but the one that I truly love is sales. Because sales is this beautiful art of engaging with customers. And for the longest time, you know, the one single metric that we have not been able to move as an industry, it is time in front of customers. You know, I spent years trying to move this single metric in sales. And if we can get just 5% improvement in productivity in one year, that is, is a winning year. But it's so difficult, right? My sales leaders here and my rev ops leaders here, you know that, you know the average salesperson spends two hours a day selling two. What are they doing for the rest of the time? No, I, I know what you're thinking. You're thinking that they're playing golf and sipping martinis. That's not true. They are buried in prep work or they're drowning in follow up. And nobody has been able to help them shrink that time until now. AI can help shrink that time spent in discovery and follow up. And that's exactly what our customers are doing. They're using AI to research prospects. And when they research it, they score the highest intent prospects. And they're using AI to generate personal images and personal messages to connect with the reps across our customers. And HubSpot, we have found that using AI in discovery can shrink the time spent by 30%. That is big. Next, they're streamlining the fast follow ups. They're using AI to summarize all of the calls and they're identifying new objections within those conversations and generating insightful responses. And that has resulted in 20% faster follow ups. Super exciting. Let's actually hear from another incredible customer, Tilman from Aerotech, who is doing all of this.

AI helping our sales team is really about making things more efficient, more cost effective. So without having to go into Google or LinkedIn, our sales team, they're able to add a company very quickly and start doing some preliminary research. They are able to understand a competitive analysis that HubSpot provides us. So when you think about Having all this research done with just a couple of clicks, you go into that first meeting with the prospect. You have a lot more information. And for a sales rep to be perceived as having done a ton of research, that bodes very well with customers because it shows that we are not only interested in. In who they are as a company with the problems that they're trying to solve. We had a 15% win rate when it came to new business. We're now at 25%. One out of every four new opportunity that comes in our pipeline, we're winning. And a lot of that is attributed to our adoption of these tools.

Wow. So their win rate improved from 15% to 25%. Anybody want that? Yeah, I do. That is what acceleration in sales looks like. So what's the transformation that's coming next? Well, prospecting agent. Just imagine you are logging in on Monday, and your agent has already found promising leads for that week. And your agent asks you, do you want these leads? Do you want me to create a message for these leads? Do you want me to set up a meeting with these leads? And you say, yes, yes, and of course, yes. And then you use your time for great quality connection with your customers, because that is the fun part. So what have you learned in sales? AI offers context, and people offer connection. AI does all of that busy work so you can focus on your best work, and that is the way to improve your conversion and quota attainment. And who does not love that in sales? All right, let's finish up talking about customer service. I know you're here. I can see you. So customer service is this beautiful art of delighting customers. And the North Star here has always been the same. We want to be strategic thought partners to our customers, but guess what? We're stuck with being human band aids. You know, solving problems reactively. Too little, too late. And we all know how it feels like to be on the other side of that call. You know, for me, this happened last summer when we were on vacation. We went to Johannesburg, but our bags did not. And so I got on this phone with Kathy from customer care, and she's just lovely, but she cannot help me. Where are our bags? Don't know. When will we find them? Don't know. So Kathy and I are on the phone for what seems like half my vacation, and she's now my bff. And here I am, of course, feeling sorry for ourselves because we were wearing all these oversized clothes that we picked up from the airport gift shop. But as a CRM professional, I'm also Feeling really sorry for Kathy. I mean, why does she not have all this information at her fingertips so she can help me? And I was also thinking, what CRM are they actually using there? Maybe, you know, I can do an upsell. But you know, the question really is, and the most simple thing is we just want people to get our context and fix our problems. Right now that airline is off my list. And just like that, every single conversation can make or break you. So how can AI help? AI can help answer customer questions and fix your problems. Now one of our customers, Kaplan, has been doing exactly this with AI. They've used AI to manage their tickets and they're sending faster responses and sharing information with their customers. And they have been able to reduce the average response time by 30% and they're resolving 30% of their chats using AI. And when they need a human touch, they kind of like do a nice follow up. And all of this in just one year. That is acceleration. So what is the transformation that's coming next in service? By now you've already guessed it. It is another agent. You know, imagine a support agent and the support agent knows your context, knows your data, can answer your questions 24, 7 and pretty soon a knowledge base agent. A knowledge base agent can. AI can actually research and update your knowledge base articles, allowing your team to spend the rest of their time on customer experience. So what have you learned in service? AI handles simplicity and people handle subtlety. AI can handle all of those typical questions, so you and your team can focus on the tricky ones and that can help you increase your retention. So let's step back and put all of this together. The way to think about AI is not to underplay AI or to over hype AI. It is to understand AI and to co create with AI. Because co creation is what can catalyze growth across go to market functions. AI creates people curate, AI offers context, people offer connection, AI handles simplicity and people handle subtlety. The real way to think about AI is how it can power people and help us scale. That is the biggest unlock. Now if you want to reimagine that growth formula and raise it to the power of AI, just imagine the kind of growth that you can drive. AI provides all of that content to drive your traffic and it can provide the insights to drive your conversion and retention. And if we can be laser focused on just that, we might be able to fix that growth formula. And that brings us to our mission at HubSpot. Look, we exist as a company to help you grow and we are doubling down on that mission and reimagining CRM to help you grow. In order for you all to co create with AI, you'll need support not just for structured data, but for unstructured Data. Data in 10Ks, 10Qs, recordings, transcripts, conversations, just all of it. You will not only need support for 10, you need multimodal support for text, audio, video, images. You will not only need your apps to work well together, you will need your apps and agents to work well together with the same context. And you'll need the ability to control your data and decide when you want to share it or not share it. And that is exactly what we are building at HubSpot now. We don't just wonder what is going to change two, five, ten years from now. We also ask ourselves the question, what is not going to change? You know, customers will always want things to be easy. Two years from now, nobody is going to wish for things to be harder. That's why we are working hard to make it easy. You will want fast time to value. Five years from now, no one is going to wish for things to take longer to realize value. That's why we are laser focused on immediate impact with every single use case. You'll always want unified data. Ten years from now, nobody is going to wish for data to be in silos. We already know how painful that is. That's why we're bringing together customer and context data to drive insights for you today and into the future. Our mission is to help you grow. Our passion is to make it easy, fast and unified. With that, let me close where we began. What gets you going first in in the morning? I know it's not AI hot takes, but I hope you take away all the new ideas, the inspiration, the big transformation that's happening right now and that helps you get going. You know, as far as me, I'm totally not a morning person, certainly not in the east Coast. I don't drink coffee. I don't just jump out of bed excited about some new AI hot take. Well, I'll tell you what, I wake up and I look at my calendar and if I get to have some conversations with customers about growth, that fires me up. I am excited. I know that will be a great day. Because the businesses that we support are the backbone of economies. The ones with fewer resources, not enough time, or still finding a way to grow. And what is truly motivating for us is the promise that AI has to help businesses scale like never before. And with AI, we know that we can help all businesses Play big with that. It is my absolute pleasure to welcome Andy Petrie, who is our EVP of product to come and show you how you can grow better with HubSpot. Thank you so much and have a fantastic inbound. See you everyone. Go Crossroads.

You did a great job. That was so good. Hello, inbound. How's everybody doing now? My name is Andy and I work on the product team here at HubSpot. And we just heard Yamini talk about how go to market strategies need to change. She made it clear that easy, fast, and unified are the essential ingredients for growth. And I could not agree more. But the problem is, so many companies are facing a much better, different reality. Their tools are way too hard to use. The average company switches between 15 separate tools just to manage their customers. They need more from their tools and they need it fast. 80% of leaders say that they're not getting enough value from their tech stacks. And to top it off, they're working in silos. Seven in 10 businesses have disconnected data. Something needs to change. Go to market teams have too much at stake and they need a better way to grow. And this is where HubSpot comes in. Instead of disconnected tools, we give you a customer platform. Every feature is easy and works together, including 1700 apps in our ecosystem. When it comes to value, HubSpot doesn't just deliver, we deliver fast. It's our job to make sure you're getting value in days and not months. And finally, we obsess over making the customer platform unified. Everything works together in harmony and you always get a complete picture of your customers. Now, I want to talk about easy for a second. Last year, I stood on this very stage and talked about all of the possibilities with AI. This year, AI got real. You just heard from HubSpot customers about some incredible things that they're doing. And get this. In the past year alone, HubSpot customers have created almost 1 million pieces of content with AI. How awesome is that? But I have a hunch that it's not all smooth sailing. By a show of hands, how many people are still struggling to get value from AI? It's okay, you can be honest even if your boss is here. How many people are finding it hard to know exactly where, when and how to use AI? That's what I thought. Now, when it comes to AI, we've really only scratched the surface. And we believe that businesses will really start seeing the full potential when it's easy to use. We've spent the last year leading up to this point, and today we're Here to put the wind in your sails inbound. I am excited to introduce Breez. Breez is our AI that powers the entire customer platform. It's easier than ever to use. It works everywhere and it will take your efficiency to the next level. It includes Breeze Copilot to assist with your day to day work, Breeze agents to automate work and transform your growth and breeze features that you can use for specific tasks across the customer platform. Now I have one more question. Who wants to see some demos? First up is Breeze Copilot. Think of Copilot as your AI companion. It's there whenever and wherever you need it to assist with day to day tasks so you can work better. Let's take a closer look at how a sales team might use Copilot. Let's say you're a BDR and you need to research new prospects. Just give Copilot a simple prompt like find SaaS companies in Boston and boom, you've got results in seconds. From there, Copilot can even add a company right into your smart CRM. In this case, I'm going with my favorite company, HubSpot. All you when you're ready to reach out, just give Copilot a few prompts and voila, your outreach email is complete. All you have to do is add your contact details and hit send. Thanks, Copilot. Now your prospect just got a personalized, relevant message and it worked. You've been emailing back and forth with your prospect and it's time for your first call. Copilot will summarize your emails and help you prep for that call faster and easier than ever. And the best part is that Copilot works every everywhere in HubSpot, in the browser, and on mobile. I'm excited to tell you that Breeze Copilot is available in beta. Now, who's ready to meet their new work bff? All right, now your productivity is through the roof with Copilot. But do you remember those agents that Yamini was just talking about? The ones that can make the impossible possible? We built those with Breeze agents. It's easier than ever to amp up your growth if the Copilot works with your business. Agents work for your business. They string together tasks and get jobs done, from strategy to execution. And guess what? You get an agent. You get an agent. You get an agent. That's right. We've got agents for marketing, sales and service. Let's check them out. And marketers. We're going to start with the content agent. Gone are the days where you spend hours making content for different formats. Content agent can create blog posts, landing pages, help you edit podcasts, even generate case studies. Now you can spend less time creating content and more time being strategic. It's every marketer's dream come true. Marketers, we've got another one for you. The social media agent is your new social team member. It knows your company details, your audience and industry. It even understands what's trending on social and how that matches up with your business. The social media agent uses all of this to create incredible content for different platforms. Your posts are going to be super relevant, and your social engagement is going to skyrocket. Sales. This is your prospecting agent. It can engage with inbound leads so you can connect with prospects quickly. The prospecting agent will even handle that backlog of leads that you haven't had time to check in with yet. It's okay, we all have them. It pulls the latest context, personalizes the outreach, and sends it for you. Your outreach is going to be on point and on fire. Now, last but not least, service teams. The customer agent is your newest team member. The customer agent responds directly to customer questions, and it's always working seriously. The customer agent works 247 to take care of simple questions so you can help your customers be successful. Now, just imagine putting these together. You're not only making your team faster, you're making your customer experience better. Breeze agents are available in beta now, and it's time to put those agents to work. So that's Breeze. I don't know what feature I'm most excited about, if I'm being honest, but my favorite part is that it's easy, like AI should be. After all, you don't need to be an Einstein to use AI. Who's ready to make growth a breeze? Now, making AI easy is great, but we're not stopping there. Breez needs to know everything it possibly can about your business and your customers, so you get the full value. And that all comes down to one thing. It's all about the data. But here's the problem. Data about your prospects and your customers is all over the place. It's scattered across the Internet like puzzle pieces. And unless you can put them together, you're not getting the full picture. That means you can't personalize outreach. You can't feed your AI with the context it needs, and really, you can't help your business grow. Now, the good news is your customer picture is already great with the smart CRM, but we think it's time to finish the puzzle. This is Breeze Intelligence, our new Data enrichment and buyer intensity to give you the most unified customer picture. And it starts with the Breeze Intelligence data set. We're bringing together more than 200 million company profiles and buyer intent signals. We're constantly updating this so you have the latest and greatest information at your fingertips. Let's check out some of my favorite features. And first up, we're going to look at data enrichment today. Just your go to market data isn't enough. Breeze Intelligence makes sure you have all the customer data you need. It enriches your records with details like location, industry and revenue right in HubSpot, it can even enrich a ton of records at once. And do it fast. With bulk enrichment, you'll be adding new customer details faster than you can say bulk enrichment. Now it's time to get to the real secret sauce of Breeze Intelligence. Finding the highest quality leads with buyer intent. Breeze Intelligence makes it simple to create your target markets, but even better than that, understand their intent. Like if someone is spending time on your pricing page, it's a pretty good sign that they're into you. Breeze Intelligence will look out for those signs and automatically tag prospects as high intent. It'll even let you know who's already in your smart CRM and who's a brand new prospect so you can give them a little extra tlc. And that is the power of unified data on the customer platform. Now, you've gone through all this trouble to reach high intent buyers and it's time to capture those leads. Wouldn't it be a shame to lose out on a qualified lead all because your form was too long. We've all been there, right? We've all abandoned something online because we get to the form and say, there is no way I am filling this thing out. Well, I'm here to tell you that with Breeze Intelligence, you will never lose a lead to a long form again. That's because Breeze Intelligence automatically completes the form with information we already know. All your prospect sees are the fields where we need their input. If you can believe it. Breeze Intelligence just made forms easy and fast. It's like magic. Breeze Intelligence is available in public beta. Knowing everything about your customers should be easy and. And now it's a breeze. Now, speaking about knowing your customers, I know one group that does this like no other. Can all the marketers in the house make some noise? Hi, everybody. Now, you don't know this, but I was actually a marketer back in the day. Day. And so I have a lot of love for marketers and so does HubSpot. It's where we got our start almost 20 years ago. And on that note, marketers come on a journey with me. Let's go back five, 10 years ago to a time when marketing was fun and easy. You were the heroes of your company. You were bringing in leads and getting more budget. Those were the days. But as we just heard from Yamini, this doesn't feel like the reality anymore. So HubSpot is here to help. We just took a trip down memory lane. Now let's take a journey into the future with Marketing and Content Hub. Our new features will help you reinvent every step of the way, from segmenting your audience to measuring your impact so you can feel like you're in the driver's seat again. Our first first stop is segmenting your audience. This is our brand new lead scoring for Marketing Hub. Lead scoring helps you understand your prospect's digital body language with engagement and fit scores. Your engagement score measures behaviors like how many times a prospect has visited your page or opened your emails. And guess what? The fit score is AI powered. It learns about your prospect behaviors and combines it with information from your smart CRM. Just like that, you can figure out which prospects fit your ideal customer profile. And my favorite part is that these scores work better together. Just like marketing and sales, you can use a combination to get the hottest leads right to your sales team. Now, when it comes to segmenting your audience, you might think that we're stopping there. But guess what, marketers, we know you love data. So we've got even more insights for you thanks to our new partnership with Amplitude. Amplitude is a fan favorite for marketers who use HubSpot. So we're bringing together their amazing analytics with the Smart CRM so you get the best information about your customers in one place. Now I want to show you my personal favorite, which is obviously product usage data. This is something our customers love. Love about the amplitude integration. Now you can understand how your customers are using your products, which features are getting the most love, and then you can use all of that to segment your audience better than ever. Right in HubSpot. All right, marketers, you just used lead scoring and amplitude to build audiences better than ever. And we've come to our next stop, creating campaign content. I know, I know. This part has been a real struggle to keep up with lately. The average marketer is using five tools just to manage their content. So we're making it simple with Content Remix. Content Remix helps you build multichannel campaigns in seconds. Just give it a single piece of content and Content Remix generates everything you need for your campaign. Campaign emails, social posts, ads. Actually, I want to talk about ads for a second. It's been a bit of a bumpy road in the last few years. New privacy regulations, the cookie less roller coaster. But through it all, one thing is clear. Marketers need control over their first party data. And so that's why we're introducing Google enhanced conversions in HubSpot. With HubSpot, you have all this rich information about your customers right in your smart CRM. But you need to be able to connect that data to the ad networks in a way that's privacy safe. This is exactly where our work with Google Ads comes in. With Google Enhanced Conversions, you get more accurate reporting for better campaigns with higher performance. And what marketer wouldn't love that? Now your ads are on fire thanks to the new Google integration. But you have more content to create. And in fact, we haven't even talked about everyone's favorite format, video. 91% of businesses use video for marketing in 2023. And guess what? Your customers want even more. As a marketer, you need to be ready. And now with content remix, you are. You can turn a single video into a full campaign with clips, audio for podcasts, and content like blogs. What about editing? You say no problem. We make it easy to trim your videos just by editing the transcript. And when you're ready to publish, you can now schedule posts for YouTube and Instagram Reels right in HubSpot. But Andy, what if I don't even have the resources to create video at all? Have no fear. I had a little extra time backstage, so I put together a little something thanks to our new HeyGen integration. Hey AI Andy, can you help me out? Hey Andy, I can take it from here. With HubSpot's brand new HeyGen integration, all you need is a single piece of content like a Transcript or blog. HeyGen uses the power of AI to create videos with avatars who act as influencers. All you have to do is sit back, relax, and get studio quality videos with ease. Now. Yeah, there we go. I just want to make it clear that was not an actual video of me. That was completely AI generated. We are working with some creative crazy stuff here. Now look at how far we've come. Building an audience and creating content are in the rear view mirror. But now it's time to plan your campaign cadence. And this part can get really tricky. We've seen marketers do tons of complex things with their workflows and so we're here to make it simple. With AI assisted workflows and workflow suggestions. Now you can just tell Breez what what workflows you want and we'll build them for you. Seriously? That's it. Your campaigns might be complex, but your planning doesn't have to be. We just made it faster and easier than ever. Marketers, now your campaign is crushing it. You've got amazing content, your cadence is set, and your email is on cruise control. But if you're not careful, this is where it can all break down. One in every six emails never makes it to the inbox. You need to give your customers more control or your content becomes spam. So we're here to help you deliver with personalized subscriptions. Personalized subscriptions help marketers create email preferences for different contact segments. This way, your customers and prospects can choose to receive the emails they activate actually want. No more unsubscribes, just a better email experience for your leads. Now, last but certainly not least, we need a way to measure all this goodness. And that part has been easier said than done lately. The new buyer journey is all over the place, and measuring it is like herding cats. So we're here to help. With the Marketing analytics suite. We're bringing together everything you need to measure like Ad Performance, Lead Gen and Traffic Insights. And my favorite part is you don't even have to build reports from scratch. We give you templates like Customer Journey and Attribution Reports, and you can use all of this to make your campaigns better and get results faster. Marketers, guess what? We're about to have some fun again. And we're helping you do it from start to finish with Marketing and Content Hub. Now I know a few minutes ago I said that I was taking you on a journey into the future, but everything I just showed you is available today. And don't worry, there's enough fun to go around for everybody. We just looked at at some of our newest features, Breeze Breeze Intelligence, our updates to Marketing and Content Hub. But if you can believe it, we've made updates across the entire customer platform, Sales Hub, Service Hub, the Smart CRM, Operations Hub, Commerce Hub, new integrations in the ecosystem. In fact, we have over 200 new features to show you. Some of my favorite are Sensitive data, new and improved Dynamic forms, Sales Guided actions and Meeting Assistant AI Insights for Reports, Bi Directional Sync for Snowflake, Customer Health Scores and the new Customer Success Workspace. But you can see it all for yourself because we've packaged it into a dynamic web experience that we call Spotlight. Check it out and let us know what you Think now. Whether you're a marketer trying to reinvent, a sales rep trying to close more deals, or you're managing customer success, you all have one thing in common. You hold the key to growth in your businesses. And if you remember one thing from my time today, it's this. The only way to grow is with a platform that's easy, fast, and unified, Period. Our promise to you is that we will keep prioritizing these things because we are as obsessed with your growth as you are. And that is why you use HubSpot. Now, I am happy to introduce someone who is constantly thinking about how we innovate and grow. Give it up for HubSpot, co founder and cto, the one, the only, Dharmesh.

Wow. You know, every. When I watch those credits with the 200 features, I tear up like the ending scene of Amelie. It's. I'm very proud of the team. It's been amazing. Greetings, everyone. I'm Dharmesh. So, HubSpot turned 18 years old this past June, and since then, I've had the honor of sharing a number of memorable moments on the inbound stage with you over the years. Thirteen years ago, I shared the launch of my son, Sohan. Back then, he was a tiny language model. Now he's a middle schooler, so he has a teenage language model, which, I will confess, I have not completely decoded yet. Parents in the room know what I'm talking about. Now I can't show a current image of Sohan because he's revoked my licensing rights to use his image. No cap. No cap. Ten years ago, we launched the HubSpot CRM. Many of you in the audience were here. Applaud if you were here for the launch of Inbound CRM. Yep. My lovely wife Kirsten, she was here. Yep. By the way, she's the one that got me the rocking shoes just for you. I know you can't see them on stage. You'll see them later. Yeah. Thank you, honey. So one year ago, we launched our first products with generative AI, including Chat Spot. Chat Spot started as a Labs project and now has graduated to become Breeze Copilot. They grow up so quickly. So this is the year of AI Agents. When we look back at this event years from now, you're going to remember it as your year of age. AI Agents. Now, agents are all the rage this year. But you know what was the rage of the 1980s? Corduroy pillows. They were making headlines everywhere. Let me give that one a couple of seconds. So here's what I'd like to do. First, I'll give you a debrief of what has happened in the world of AI since we last spoke. Then I'll try and demystify AI agents because they can be unnecessarily mysterious. And finally, I'll show you some software that's in development. And as is permitted in my speaker's contract, I'll sneak in some dad jokes. I apologize for nothing. I bring my full dad self to the stage. Speaking of dad jokes, so I'm building a dad generator agent. This is true story. And I collect all of them. I've got 2,000 in what I call a database. And so this is basically feedback for the training agents. So thank you for laughing for those that laugh as we go along. But anyway, so here we go. So a lot has happened in the past year. I'll focus on just the highlights, things, things that matter to you and your company. First, AI models are getting bigger. Bigger in terms of the number of parameters, which sort of defines how big their neural network is, and also their context windows, which defines how much information we can pass to the model at the time we give it a prompt. Bigger models are generally more capable. They can reason better, they can write write better, they can follow instructions better. But models aren't just getting better, they're getting better faster. So years ago, Gordon Moore, the CEO of intel, coined what's called Moore's Law. It states that computers double in power every 18 months. That's an exponential curve. That's why a computer that used to fill a room now fits in your pocket. So Moore said computers would double in capacity every 18 months. Then AI came along and said, hold my beer. AI models are doubling every six months. And this growth is partly what's causing all this excitement around AI. And it's not just that the models are getting bigger and better, but we're seeing innovation along multiple dimensions. We now have multiple highly functional frontier models that are good at different tasks. OpenAI's GPT is really good at reasoning. Claude 3.5 is really great at writing. Google. Gemini is really great at supporting huge context windows with millions of tokens. And LLAMA is really great at being open source and having a cute name. And we have some breaking news on the AI model front. For almost a year now, the industry has been abuzz with the anticipation of a new model from OpenAI. Those are the folks that make ChatGPT. The model is codenamed Strawberry. Word on the street was that it was going to be very impressive. What's not very impressive is that joke. I did not write that joke. I will not take credit. OpenAI launched that new model this past Thursday and I've been up late nights, even later than usual every night since. The model is called GPT01. Now, the reason to be excited, excited about GPT01 is because of its ability to reason. It's shockingly good, like graduate student, PhD level reasoning. And it even shares the kind of chain of thought it had in terms of how it came up with the response that it gave you. So it sort of lets you inside its brain. Super cool. Now this level of reasoning means we can have agents. Now they take on much more sophisticated goals that when we could even do a week ago. That's how fast this stuff is moving. So the lesson here is that when things are moving this fast, we shouldn't go to where the AI is, we should go to where AI is going. Hat tip to Wayne Gretzky. And we're going to be in a very different place three months, six months, 12 months from now. Okay, so we have a variety of great models. They're also becoming increasingly multimodal. So we've moved beyond text to the model supporting images, audio and video too. This means the models can take image as input, not just the prompts that we give it. This is like we're giving these AI models the sense of sight. That's like when your teenager can first start seeing the clothes on their bedroom floor. It's amazing when it happens. It's amazing. So this is what AI models used to see when you sent them to a web page. This is the web page for School of rock, long standing HubSpot customer and I'm the parent of a recent customer of School of Rock. So this is what the models used to see and this is what the models can see today. They see the same web page as we do. So quick recap of the debriefing. Models are getting bigger and better. We have different models for a diversity of tasks and AI models now have multimodal support. This makes it possible for the first time to create AI agents that can take on a wide variety of assignments. But agents can seem a bit mysterious and complicated. So let's try to demystify them. Let's raise your AIQ now. Agent IQ Speaking iiq. I read somewhere that talking to yourself is a sign of intelligence. I've said that to myself hundreds of times now. First of all, you might be wondering like, what is an AI agent anyway? And there are a lot of of definitions out There. The one I prefer is the one Yamini shared. An AI agent is software that uses AI and tools to accomplish a goal that requires multiple steps. That's it. Yes, some agents can have be able to run autonomously. Some have executive planning capabilities. But those are niceties, not necessities, to to be an AI agent. And there are a range of agents in terms of the complexity of the goals they can take on. Everything from complex goals like the four agents that Andy just demonstrated, all the way down to very simple goals. The thing I want you to remember is that an agent's an agent, no matter how small. Now, whether big or small, all agents share some things in common. An agent uses one or more AI models. If it doesn't use AI, you can't officially call it an agent. Then it's just sparkling automation software. Thank you. Next, an AI agent has the ability to use tools so it can access things like the HubSpot Smart CRM and Take Action on your behalf. And finally, agents have a memory. They can remember things across tasks. Otherwise, it's like me walking up the refrigerator, opening it, and then forgetting why I opened the refrigerator. All right, so let's dig in and talk about what's in development. I'm going to share with you what I've been cooking on late at night, 2 o' clock in the morning, every night. My wife can attest to this. And by cooking, I mean coding. I can't actually cook, not in a literal sense. And I also don't stand at my standing desk, which doesn't sit well with my personal trainer. I actually don't have a personal trainer. I used GPT, by the way. It suggested that I maybe do like lunges. And I think that would be a big step forward. And so having the honor of being up on stage and inbound and sharing the stuff I've been working on is the favorite time of my whole year. And I've probably spent 1500 hours working on the next 15 minutes that I'm about to show you. And before I do that, before we dig in, a quick disclosure and warning. The upcoming segment is rated X. X for experimental. Everything Andy showed you are part of real products that we sell at HubSpot. Products you should buy, by the way, if sales team is hiring. That's my sales pitch right there. What I'm about to show you is an experiment. Viewer discretion is advised. And the product I've been staying up late every night working on for many moons this year is Agent AI. Thank you. Agent AI is the number one Professional network for AI agents. It's also the only professional network for AI agents. Now, at this point, some of you might be thinking, wait, what? Why do AGE agents need their own professional network? Reasonable question. Because I predict that in the future, our teams are going to be hybrid. They will consist of humans like you and AI agents like me. Just kidding. I'm not an AI agent. Yet here on stage. That likely won't happen until far into the future, like Inbound 25, by the way, inspired by Andy's references to Back to the Future. I was going to tell you guys a joke about time travel, but you didn't like it. So here's the homepage for agent AI. We see a listing for some of the agents on the network. And every agent has a profile. So we can click into the profile, we can follow that agent, we can hire that agent and start using it. It's free. And we have and we can add the agent to our team. And we have a bunch of agents around, marketing, sales, customer service operations. And a new agent's being added every week, so I invite you to check it out. You can sign up for free, get 100 credits. It's awesome. So it's time to meet some of these agents. Now we're going to look at agents that help us with marketing, selling, and how to delight customers. Now, the number one challenge for marketers today is generating traffic and qualified leads. I'm not making that up. One of the most clueful people I know in our industry said this circa 43 minutes ago. So it's even more important that we take the website traffic that we have coming right now, those website visitors, and convert them to leads at the highest rate possible. And the way to do that is with conversion rate optimization. Now, here's the website for School of Rock that we saw earlier. It's a great website. Is there anything that can be tweaked or improved? Yes, always. But is it a pain in the butt to figure out what to change? Yes, always, because you have to review the copy. You've got to check the cta, you've got to tweak the headlines, review the testimonials. There's just so much to do. And conversion rate optimization is a very specialized skill. Thankfully, we've reduced this down to a few easy clicks. Here's the conversion rate optimizer agent. It's super easy to get started. All you do is you type in the web link for a webpage, any public webpage. It can be your homepage, it can be a landing page. It can be your pricing page. And the agent goes through looks at that entire webpage and it has decades of domain expertise and conversion rate optimization. And will it come up with a list of suggestions? It's like you're saying something this way on the web page. I'll bet you'll get higher conversions if you change it to this or you're missing a call to action, or maybe you should add imagery. It comes up with really, really good suggestions. I encourage you to try it. So it's a simple agent, but it's a profitable one. I encourage you to check it out. Now, Yamini also mentioned how the average sales rep spends only two hours a day with customers and a large part of their time is spent in prep and a large part of their prep time is spent researching companies. Now the reason this takes so much time is you have to go to Google, you go to the company's website, you go to Crunchbase and look up their funding, you go to YouTube, go to the social media channel, you go to Glassdoor. You're jumping all over the Internet on this adventure hunt with all this unstructured data. We built a company research agent that picks up all of those pieces all over the Internet and puts it together for you with just a few easy clicks. Let's look at how easy this is. We start by entering the website's domain. I'm going to enter OpenAI.com, my favorite AI company, and we get a beautiful multi page report broken out into sections. So we can click on any of these sections. So let's say we click on founders to see who the founders of the company are. We can click on the new section and see if there's anything new that's been published about the company. We can click on their web traffic information or their organic keywords. A bunch of different sections brings it all together in one place. But the coolest part is this research question section. You can type in any question you want. It's like let's say you're selling payment software and you want to know whether this company sells a subscription product. The agent will crawl the company's entire website, crawl the Internet and come up with an answer for you. And it says, yes, OpenAI sells a subscription product, but what's really cool is you can add that question to the agent. So every few future report that you run will automatically answer all your custom questions. So let's say yes, OpenAI is a good fit. With a single click, we can add this company to the HubSpot Smart CRM. And we can see that company record and can do all the things you can do inside HubSpot Smart CRM. And finally, let's say we're interested in this company. We can click the track button and type in English what we want to track. It's like, okay, if they launch a new product, if they raise a new round of funding, if there's an exec change, describe it in English, whatever is you're interested in tracking. And now this agent works on your behalf and will track all of those things automatically for you and notify you if something interesting to you happens. So that's the company research agent, by far the most popular agent on the network right now. Thank you. Now, what if I told you agents can use other agents? I'm telling you agents can use other agents. We can use existing agents as building blocks for building new, more powerful agents. It's like agent composition. I haven't had this much fun since I played with Lego. So this weekend, basically. Okay, so let's say I'm a customer success manager and Canva is one of my accounts. Love Canva, by the way. Shout out to Canva Pokes. Yeah, I know. Wonderful company. So now, as a customer success manager, before hopping on a call, I'd like to kind of update myself what's been going on with this company. Both within the HubSpot Smart CRM, but then all over the web news, funding. Now, this sounds familiar. A lot of that work the company research agent already does. So we built a simple agent that takes all of this information and reduces all that work in terms of creating the executive briefing into a few easy clicks. Let's see how easy this is. So here's the executive briefing agent. It knows which company I'm going, which one's assigned to me, and it will come and it will say, okay, I'm going to look at the CRM. I'm going to look at the last calls, any issues, I'm going to go look at the customer research agent and I'm going to pull it all together into a very brief executive briefing, and I'm going to convert it to an audio file so you can just kind of listen to it on the commute to work if you want to. Right. Just pulling all that information together and giving it in the form that you want. All right, so given the agents that Andy has demonstrated, given the agents I just showed you and the two dozen other agents on the agent AI network already, and more coming every week, I could make the prediction that most of you will be using agents this year and that's an easy prediction to make. So I'm going to make that prediction. Most of you will be using agents this year, but I'm not going to stop there. I predict that many of you will be building agents this year, and not just the introverted developers like me. Anyone can build agents. An AI agent. You can build an agent. You can build an agent. You can build an agent. Yes. By the way, if you know, I could have my like Steve Ballmer chant right now. It's like Agent Builder, Agent Builder, Agent Builder. But I do not have the dancing skills of my friend Brian. So we'll just enjoy him for a few seconds. This is him on the inbound stage years ago. Hi Brian. By the way, thankfully Brian does not drive a hard bargain in terms of using his image in my presentations, which is I'm grateful for. So announcing Agent Builder, which lets you build agents. Why should I have all the fun? So let me show you how easy it is. So here's the agent builder for the agent. I just showed you the customer briefing agent. So it goes through five steps. It says, okay, go talk to the HubSpot CRM and figure out which account has been assigned to me. Now go do the research agent, collect all of that information. Now go pass all of that context to a large language model, generate an executive briefing, and then generate the audio file so I can listen to it on my ipod or my music player. And that's it. It's drag and drop. I'll give you a sense. If we click on the plus button, there are other actions we could add. Let's say we wanted to add another step to this and we have access to all sorts of data inside the HubSpot CRM. We can build UI, we can do all sorts of things. It's awesome. So the coolest part about Agent Builder has access to all the frontier models. So it has access to GPT to Claude, it has access to all the image generation models, Dall E3 Flux Dot 1, Ideogram, Playground, name it. It has access to all the HubSpot CRM, has access to people who create blog posts, create webpages, has Google, has YouTube, Twitter, everything. You can mix it all up and build an agent with drag and drop in the same way you build workflows in a marketing automation product like HubSpot. All right, I'm going to take a breath. This is a cue for me to breathe so I don't pass out on stage. Thank you. You're welcome to join in and Take a breath as well. This is not a moment of Zen. We have work to do. So we're all right. So that's Agent AI, the number one professional network for AI agents. Also the only professional network for AI agents. Now, normally for labs projects like this, if I get a few hundred users before the launch date, I'm happy. That gives me feedback, gives me signal. If I get a few thousand users before launch date, I'm like, this kid's got potential. This one's gonna grow up and be something special. And I am thrilled to announce agent AI already has 47,000 users. They grow up so quickly. This makes it the second most successful innovation project we've done at HubSpot, the first one being HubSpot CRM. All right. And what's equally exciting is we have 1700 people signed up for the wait list for the Agent builder. And I'm approving people literally every night. So I'll be doing that in the hotel room later tonight. So sign up. It's fun. And remember, you don't have to be a coder to be an agent builder. You just have to be curious. All it takes is a few easy clicks. So we started by building a ui, a user interface. This part, part of it is probably a little geekier than it needs to be for a mainstream audience. I'm a little geekier than I should be for a mainstream audience. It'll be okay. This will be quick. Then we layer it on with an application programming interface. This allows applications to be able to talk, to talk to HubSpot. The next evolution of this is what I call the aui. That's the agent user interface. And the reason this is important is this is what you need for agents to be able to talk to each other and be able to collaborate. And the cool thing about Agent Builder is every agent that's built on Agent Builder automatically has an aui. Now, this may not make sense to some of you. That's okay. But your developers are gonna love it, I promise. A movie reference. That's a really subtle one, but we'll let it go. Okay, so now some of you are wondering, why is a customer platform company like HubSpot building an agent network? It's my belief that the next generation customer platform needs to have three things. It needs a smart CRM that has unified store of structured and unstructured data. Yamini talked about this and that foundational AI has to be built into the core CRM. The batteries have to be included. Right? Otherwise it's not a smart CRM it needs smart engagement apps. You saw Andy talk about this, where we're infusing AI into all the engagement apps at HubSpot. And finally, you need an agent ecosystem, just like we have an app ecosystem now. Shout out to all the app partners that are out there. Thank you. So at HubSpot, we like to dream big and iterate small. And our dream has always been to help millions of organizations grow better. We do this by demystifying, democratizing, and delivering on the potential of new technology. If you're a Fortune 1000 company with a fortune to spend on AI, there are lots of good options out there for you. But for those of you that just want to get growing with AI, HubSpot's here for you. Our focus is not just to make it exceptionally easy to use agents, but exceptionally easy to build agents and share agents and distribute agents. That's the idea. Now, since our founding 18 years ago, we've been inspired a lot by Apple. Apple changed the world years ago with the introduction of the iPhone. But what was equally impactful was the launch of the App Store. Their vision was embodied in the phrase, there's an app for that. Our vision for the future is there's an agent for that. For every marketing, sales, customer service, use case imaginable, including use cases we can't imagine yet, there will be an agent for that. Agents are the new apps, and we expect someday for there to be thousands of agents available. We want a thousand agents to bloom. Only a small fraction of them will be written and built by HubSpot. Most of them will be built by our partners, by all of you, the community. So we see a world where agents and humans that hire them are connected on a network and can collaborate in this vibrant marketplace. Now, if we think of agents as tools, we will get wonderful tools. But we should skate to where the puck is going. If we think of agents as future digital teammates, we will get wondrous transformation for our businesses. Now, it's natural for this to cause some anxiety, because it's not natural to think of a world where agents are members of our team. Deep down inside, we may be worried that AI will replace us as humans. As a human myself, I will humbly submit that AI does not reduce your value, it raises it. Even though I use AI every day to help me code, help me develop presentations, help me write dad jokes, I think I'm no less valuable now. I'm more valuable with AI. And the same is true for all of you. Because humans are more than the sum of the tasks. That they do. There is an inexplicable magic in us made from the experiences we've had. AI may be faster than us, AI may be smarter than us, but it can't be more human than us. Can't be. Because it has not had human experiences. Like the thrill of starting something new with a friend, or the profound joy of sparking someone new with the love of your life. Or the deep, deep gratitude one feels towards a new friend that is helping continue the dream and vision. AI will not have those feelings because AI cannot have those human experiences. It can read books, it can inhale the entirety of the Internet, but that's not the same as having those human experiences. Having said that, although AI has its limits, it's not going to replace us as humans. AI agents can be wonderfully helpful. So we should let agents automate the mundane and amplify the magic. The magic that makes you you. It is always an honor to be here. Thank you so much for coming out to Inbound. Thank you for all the support on behalf of Yamini Andy and the Global team of 8,000 plus HubSpotters. I appreciate you. Thank.