Meet ChatSpot: Your AI-Powered Sales & Marketing Assistant | INBOUND 2023

Good morning, everyone. My name is Jennifer Stone. I am a senior Product Marketing manager here at HubSpot, and my specialty is chat spot and all things AI, which means that you can call me Jen. AI. I'm so excited to be here with you all today because it is an exciting time. AI is everywhere and making so many headlines right now. It is generating billions of dollars of revenue, helping companies scale across industries, and it's completely transforming the way that we all do business every day. Marketers are using AI to generate better content, and sellers are using it to sell smarter. And service reps are using AI to drive more efficiencies. Every day we are seeing some truly remarkable AI tools pop up out there, and it is just such an exciting time. But through this AI adoption phase, we're also learning that not all AI tools out there are meant for our business needs. Let's take ChatGPT for example. I personally love ChatGPT. It is a remarkable tool. It planned my entire honeymoon. But I found that ChatGPT can't always help me with my needs at work. For example, when I ask ChatGPT to generate me an image for a presentation that I'm working on, I'm not given an image. I'm told where to go to find this image, and that's not what I want. The reality is that there are so many different business needs out there that we would all love to use AI for at work. But not all LLM tools out there can help us with all of these things. Now, here at HubSpot, we know how to help businesses grow, and that's why we created Chatbot. Chat Spot is the AI powered assistant meant for business. So whether you're a marketer or a seller or even an entrepreneur, Chat Spot has all the capabilities that you need to supercharge your workday. When we created Chat Spot, we wanted to make prompting easier and more efficient. Chat Spot gives you unique data sources like public libraries of customer data and SEO and YouTube, all to help you research smarter. And Chat Spot knows you. It delivers personalized responses in the intuitive way that you need them to take action, all designed beautifully within the Chat Spot platform. And Chat Spot connects with your CRM so you can literally talk to your business. Now, these are just some of the many incredible capabilities of Chat Spot. I am so excited to pass things over to Dylan Selberg, who's going to tell us a little bit more about how Chat Spot works and get us into our demo.

How are you? Good. Derek's going to trickle in, so we'll Give him a minute. No, just kidding. This presentation is going to be fast. If you check a text message, you will miss a major segment. I hope you all are ready. You had your copy buckle up. My name is Dylan Selberg. I am a Director of product at HubSpot and today I'd like to introduce you to Chat Spot. Now, before jumping into a demo, I want to show you why Chat Spot is so special. In order to do that, we're going to jump behind the scenes, nerd out a bit, and figure out how Chat Spot works. Technically, the entire Chatbot processing flow can be simplified into five steps. A prompt, intent mapping, insights, collection, response, design, and then providing a result. This is how Chat Spot can separate itself from other AI tools in a way that only chatsbot can. We begin with a user prompt. Whether you use a template or a freeform prompt, these are the things that you're going to ask Chat Spot for help with. We're going to run through a flow using an example prompt. Find SaaS companies in Massachusetts Once you send this prompt to chat spot, its first step is to determine your intent. There are around 40 unique intents today, and that category and list of categories will grow as we add new features. For our original prompt of find SaaS companies in Massachusetts, Chatspot determines we're looking for a discover company's intent. Now each intent has a predetermined set of insights that it will gather based on that original prompt. These insights are what helps set chatspot apart from other AI tools. Some common insights used are CRM data, external sources for prospecting, web domain information, funding data, and even company news. No matter what you need, chatspot knows where to look based on your intent. The insights needed for that original prompt are delivered by looking up companies by industry, technology and the location they are. Chatspot then works to assemble those data and insights in an intuitive way. For business professionals, this step is really critical to deliver on those tailor made business use cases. Unlike those everything machine AI tools, chatsbot is designed with businesses in mind. This means adding quick actions for typical follow ups, the ability to add to your CRM in one click, and creating endpoints to move data in between places. So for the original prompt of find SaaS companies in Massachusetts, we'll start with a table format, include quick actions to add to your CRM and to research a company further. At the end of it all, you get a result. This entire flow happens though in just a few seconds. Let's have a look at the result. For fine SaaS companies in Massachusetts who use HubSpot. There's my table. HubSpot uses HubSpot. Go figure. We've got company listings cleanly presented based in. With actions presented based on what I'm most likely to do next, like add them to your CRM or research further. But now that you've got a handle on the basics of how chatspot works, I want to take a pause and address something on everybody's minds. For those of you who are convinced, excited, yet maybe a bit skeptical about the power of AI, I understand. I more than understand. We're here to help. So today we've launched the ability to control exactly how your organization can use Chat Spot. At the highest level, you can decide whether or not chatsbot can be used to access data in your hub. Digging deeper, you can control whether users can send their own prompts or use only the template library provided. And for the most granularity, you can choose the exact templates that your team can send to Chat Spot. In addition to all of those controls, we can address a few angles relevant to your data privacy and security across the board. Your CRM data is never shared with third parties. Neither internal nor external models are used to train based on your data. And of course, Chat Spot is built on the HubSpot platform, which is SoC2 compliant. Despite how far Chat Spot has come, it is important to understand how it works, but also to understand its limitations. Chat Spot does not currently have memory, so you can't ask it to tweak a previous response. Chat Spot is also still learning, so its ability to generate insights all across your CRM or across the entire Internet can be limited. And finally, Chat Spot performs best in English. It does try in other languages, but results may vary. Chat Spot overall is still in beta. It is not for the faint of heart. The product is improving, learning, growing every single day. And I'm going to show you the expert track, but if you stay with us, you will be on the expert track in no time. This is the only coming soon slide. I will share those things that I just shared as limitations. We're working on them. All right, so now that you've got this understanding of how this all works, we're going to jump into what you're all here for. A Chat Spot demo. I'm excited to show you everything Chat Spot can help you with. Okay, I take that back. I can't show you everything Chat Spot will help you with because I could not get a two hour session here. But I'm going to show you the important highlights and you can start using Chat Spot today right now and see everything I'm about to show. We're going to demo Chat Spot across five themes. Marketing, your CRM command line, a prospecting power tool, your sales assistant, and your business analyst. Chatspot is something for everybody, really. Small businesses, big businesses, HubSpot customers, non HubSpot customers, everywhere in between. Now my final call out before I jump into the demo is that everything I'm about to share is currently live, working software. There's not a single mockup, zero simulated responses, no coming soon tags. Everything is ready to use today. Are you all ready? Are you ready? All right, let's go. For the marketers in the room, we'll start here. Have you ever struggled with writer's block? Visited 60 different websites for SEO analysis? Waited on Creative far too long for what you think is a simple image? Chat Spot has your back and we'll start with SEO. SEO may not be the talk of the marketing town any longer, but any practitioner will tell you that a high quality SEO approach can transform a business. Chat Spot translates your requests in real time into full on search engine analysis. Let's begin by asking questions on keywords. I saw some folks from teamwork.com here on the agenda, so we'll use them as an example. Chat Spot what keywords does teamwork.com rank for? It'll quickly head off to do some SEO research. Within seconds I get a table that's easy to understand and create a strategy from. I've got keywords, cost per click and search volume presented right there. But let's figure out what teamwork.com's competitors are up to. Who are the competitors to teamwork.com when it comes to their SEO strategy? Chat Spot returns a list of companies with overlapping keyword results. It looks like Reich.com is one of the most common with 27 keywords in common. So we're going to ask what keywords does Reich.com pay for? And I get that exact results right at my fingertips. And now that I have this list, I need some AI help getting a strategy in place. It looks like Gantt chart was something Wrike.com ranks for, but teamwork.com does not. So. So let's go after some content there. To start, I'm going to get a phrase from my blog post. People don't search in plain terms anymore. They ask questions. So Chatspot can help you formulate a strategy to design content that ranks for these questions. Chatspot what questions do people search when they're asking about Gantt charts. Chatspot has a new type of SEO analysis and it will find and identify those questions, outlining top phrases, cost per click, and the exact search volume across those phrases. How to create a Gantt chart in Excel has strong monthly search volume. So let's create some content. I'm going to make the assumption that when the majority of this room first tried ChatGPT or any product like it, they asked it to write something for them. Maybe the results were pretty good. Astonishing to see that happen in real time, but they really lack you. Chatspot is about to change that. To start, we're going to create a sample blog post from Chatspot. We have a template in our library that makes this so easy. No advanced prompt engineering, just type your company name, the topic you want to blog about, and a call to action. In seconds, Chatspot will assemble and return me a blog post. For this example, teamwork.com needs to make a Gantt chart in Excel blog post with the call to action of using teamwork.com for the easiest Gantt charts. Let's see what Chatspot has to say about that. Perfect. We've got a blog post, but have a good look at it. It's okay, it's got steps. It's about a Gantt chart in Excel, but it's really lacking you. So before we take one quick click and add this to HubSpot, we're going to do one more thing. With Chat Spot's AI Writing Styler, you can input content from your blog and all content generated from there forward will be matched to that style. Consider this a small step towards a future of unlimited possibilities. We intend to Design and implement ChatSpot. As an expert on your business, this is our top priority. We want to customize the outputs based on everything that you need to succeed. Your business data, your customer patterns, your insights, and much, much more. This is how Chat Spot will continue to shine. Let's have a look. So I'm going to navigate over to settings and find writing styles. I'll input a blog post that is energetic. It's pretty helpful. Emojis all over the place and in one second I can perform an AI analysis of that writing style. Voila. I get a summarized blog post writing style. The tone is enthusiastic, positive, exciting, somewhat like a circus app. So let's try that blog post one more time. For teamwork.com I'm going to copy and paste that same prompt, send it back to Chat Spot and we will get writing in style. What do you all think about that emojis excitement that is brand messaging that is writing for business. Finally, we need an image for this blob. If you've tried this before, image generation can be difficult. We know it requires prompt wizardry, careful instructions, and things can break down fast with more complex prompts. We are committed to making image generation as easy as possible within Chat Spot, we've changed our diffusion model not once, not twice, but three times. And we used to return one image. Now we're returning four. To help you get a little bit closer to that perfect image for your blog post, we're going to stick with our Gantt Chart example and ask Chat Spot for an image of a clock with Roman numerals. And we're going to post it on Instagram. So I'll specify that using our template. Really simple here. Clock, roman numerals, Instagram post and alas, Chat Spot will return me four images of clocks with Roman numerals, all perfectly formatted for the Instagram square. If you're a marketer, this is how Chat Spot can help you work smarter and not harder. Now for the HubSpot users here. Have you ever needed to make a quick update to your CRM in real time? Have you ever had update CRM on your to do list for far too long? Chatsbot is about to make your lives so much easier. Let's jump into an entirely new tool in the tool belt, Chat Spot's CRM command line. Your CRM can be a treasure trove of data, but the more data you have, the more difficult it can be to find out what's most important to your business. ChatSpot can take all that heavy lifting off your plate, summarizing any contact, company, deal, or ticket in your CRM. Have a look at this company record. I've logged notes that contain a bunch of meaningful moments for the HubSpot product and company, but I'm only looking for a really quick summary. So directly from this record, I can click the Actions dropdown and either summarize in Chat Spot or show the news. We'll save news for later and summarize that entire record in chatspot. Within seconds, I open up a new tab and get a record summary of that entire company's interaction and the key moments that exist on that record. But it's handy to have that company record right at your fingertips. Sometimes you need to change some data too. I was recently talking to a customer who said to me, dylan, I run lead at all of my team's weekly and daily standups they're tossing around updates for company records in real time and I have to bounce around the CRM and log notes. Can Chat Spot help me make that faster? You bet. Chatspot can help you create records and notes in a flash. Check it out. We're gonna use our handy ad contact template. Create a contact for Derek Jeter@playerstribune.com and I'll log his basic info as if I'm just talking to a friend of mine. And just like that, I can create a contact with a first name Derek, last name Jeter, email DerekAyersTribune and it's done as quickly as I can type it. Now I can add a note or a task directly from Chat Spot. I'll add a note now. Derek was here at Inbound. We had a great chat earlier. He's a great ballplayer and I'm going to log that onto the record. I heard he's interested in using Chatbot for his new company, the Players Tribune. And I'll note that my calendar is wide open. Okay, this part is all false. Derek and I didn't talk in the speakers room. I missed that memo. But it's just as easy to add that contact regardless. And just as fast as I can type it. I have a contact created and note logged directly into in my CRM. But let's take it a step further and clean up some of that CRM data. Let's say Derek prefers to use his old email address derekayakeys.com chatsbot can help me do that incredibly quickly. I'll use a template here to update Derek's contact email from derek jeter@playerstribune.com I can update any property I specify in this template. I'll use email and update it to Derekjeteries.com Chatspot will do that in a second. Return a table. Show me exactly which properties have been updated from the CRM command line of Chat Spot. And finally, let's make sure that lead is assigned chatspot. Can you assign Derek's contact record to me? Chatspot AI is smart. It knows exactly who me is and it instantly sets the owner in the CRM to be me. Now, of course, updating the records of any object type can work directly from Chat Spot and you can see this working live in our CRM. In the last 15 seconds, I've created a contact, added notes, updated data on the record, and assigned a lead using nothing but natural language. And we are just warming up. If you use the HubSpot CRM Chatspot can help you work more quickly than ever before, using nothing but the keyboard. But now that we've met our new marketing assistant and our CRM command line, let's talk prospecting. Prospecting can be slow, painful, repetitive, reactive, and sometimes it takes more than selling does itself. Prospecting has been the most popular use case for Chat Spot to date for one reason, it's incredibly powerful. There are standalone apps out there charging hundreds of dollars a seat for what I'm about to show you. So if you're an sdr, bdr ae inbound Growth Specialist, or anywhere in between, this is for you. Now, I've got a few examples, but keep in mind everything I'm about to show is mixable and matchable. Just like your favorite Old Navy sail, chatspot AI can help you narrow prospecting across territories near and far. But what's a territory without a target? If you sell to certain types of companies, you can narrow your search even further. Let's find some prospects. We're going to start by looking for SaaS companies in Salt Lake City, Utah. ChatBot can interpret my request figures out. I'm looking for a prospecting intent and assemble those results in a clean table with all the information I need for the easiest readability, including quick actions to add to my CRM or to research further. Let's try one more Finding health care companies in Massachusetts. There are a lot of them here. I'm expecting some significant results. 10,000. 10,000 health care companies in Massachusetts. I can refine that search using more narrow locations or I can just click more results. Chat Spot will page through showing me all of those health care companies in Massachusetts. Let's flex those prospecting muscles a bit more though, and find companies in a new industry. This time we'll figure out when they're founded and their relative size. Chatspot can you help me find media companies founded in 2021 with less than 50 employees? Now I could use a range here for both the employee size and the founded date. We'll use specifics and here we are. Another table cleanly formatted with exactly what I'm looking for. Chatspot has done the discovery for me, finding companies that meet that exact criteria and offering single click quick actions to add that data to my CRM. Now this final prospecting demo is one of my favorites. If you sell solutions that are comparable or Competitive with any SaaS product, ChatSpot can help you find your fit. Let's imagine you're selling HubSpot in the Pacific Northwest. You're you'll probably want to find companies in Seattle using WordPress and Mailchimp perfect fits for the HubSpot platform. Again you will get that beautiful table of results. Let's dig into SparkToro a bit further with a single click and I'll get even deeper insights on that company. Now could I Google SparkToro? Sure I could, but all these results would take me hours to gather. I can also dig deeper again with just one click and find SEM summaries for that company. Prospecting with chatspot is unfairly easy. Now if any of your role involves prospecting researching companies, identifying good fits chatspot can help you work smarter and not harder. But now that we found some prospects, let's talk sales. Let's get to selling. Identifying good fits can take hours. Staying up to date with your book of business is a full time job. Personalizing outreach is often worth less than the juice is worth the squeeze, right? Chat Spot is about to change all of that, so a company's financial history is important in helping evaluate their fit. Funding data is hard to find though. Chatsbot AI is about to change that. This data I'm about to show is data you cannot find this quickly, this freely, this easily anywhere I the Internet. I guarantee it. Let's start with funding by identifying a template we're looking for in our Company Insights tab and we'll look for another company here@inbound dula.com chatsbot shows me funding formatted in a clean table of that company. If it's noteworthy, I can quickly add that to my CRM in just one click. Gathering insights for companies I care about has never been this easy. And if you're in a customer facing role, especially sales, knowing about your target accounts or your customers is a cornerstone to an excellent customer experience. Not only can you ask Chat Spot AI for the news, but it'll make sure you'll never miss another update. Let's find some news on Propeller VC Brian Halligan's new Climate focused venture fund. A real time search populates news front and center. With just one click I can summarize an entire article without ever visiting that article and I'll get that summary delivered to me with key company callouts and the domains. But you don't constantly want to be asking Chat Spot for the news, do you? You could ask Chat Spot to subscribe to any company and it will proactively send you an email anytime news is published for that company's domain. We've got the news, we've got the funding but let's get to selling. Let's draft a perfect email to Brian and figure out how we can get him using the HubSpot CRM with propeller. The best sales emails are incredibly personalized, incredibly informed. So I'm going to start my journey here on YouTube to figure out what makes Brian tick. You can find a lot on YouTube though, and I want to go deep. So I found a TedX video of Brian talking from 10 years ago that probably has some really deep insights into the way he thinks. I hop into the video, it's 15 minutes long and I'm getting an ad. Forget that. I'm going to hop over to Chat Spot, grab the video URL and ask for a summary. Aha. There is a quick summary of that YouTube video. Now this is the pro track. I'm going to copy that summary and hop over to my sales to templates. I've got a sales email to a thought leader template. I'm going to specify that our company's HubSpot and I'm looking to sell to Brian Halligatt. I'll paste that transcript or that summary from YouTube directly into the Chat Spot template. And in seconds, I will get a deeply personalized sales email to Brian Halligan directly from Chat Spot referencing the exact mentions in YouTube, the exact founded date, the exact time he mentioned that, and I can get to selling in seconds. What do you all think about this? I have never seen this kind of quality this fast. So if you are a salesperson, this is how Chat Spot can help you work smarter, not harder, sell better, sell faster, sell more informed, and do the things that you're looking to do more often. Thank you. A slide. I was waiting for that. All right, we're going to bring it home with Chat Spot, your business analyst. We all make a million decisions each day. Too often though, we make decisions on a whim because data can be hard to gather, difficult to find, and take too long. For growing businesses, instant insights shape daily decisions. Chat Spot AI can be there with you and every step of the way. Let's say you need a subject line for your weekly email newsletter. Last week your subject line was extra witty. This week rolls around. Do you go with the witty subject line again? Your email needs to be sent within the hour. How did it perform last week? Did it work? No need to dig around for the stats. Let's just ask Chat Spot. I can go into my template library here and find one of my favorite types of templates that requires no typing, just a single click. For marketing email performance, chatspot can return those key metrics on that email campaign with open rates, click through rates, bounce rate, everything presented right there. This email performed pretty good. I think we'll stick with the witty subject lines moving forward. Now let's talk growth. ChatSpot can help you peek into your business with just a sentence offering quick visual breakdowns of the data points that matter most to you. Chat Spot, can you help me create a bar chart of contacts created weekly over the last three months? I love this Loading animation here. How it's just beautiful. There it is. This is the easiest report creation has ever been with Chat Spot. What you describe is what you get and as if this demo has not been rapid fire enough, we're going to close with a lightning round of reporting functionality available in Chat Spot today. Buckle up. Starting with deals, let's find deals without a deal stage set. Should probably get that in. All right, we've got a few. All right, let's find deals assigned to me. Dylan Zellberg There they are. Just got one to work on that. Moving on to tickets. Let's compare ticket volume last week to this week. Instant reporting. We've got a spike in ticket volume though. Let's see how many tickets are owned by me. Dylan Selbert. I can sell and take tickets. Apparel and here we are. Silver Report. One ticket not owned by me. I need some help in my queue though. Clearly. Let's figure that out though. How many tickets have we resolved this week already? Is this queue even manageable? Chat Spot can tell me within a seconds. Close four. All right. Turns out this is handleable, but let's move on to companies. I want to see how many companies we've added this month grouped by country. We've got a global reach breakdown of companies by country in seconds. Let's figure out how many contacts though are at the company HubSpot. Just two. I. I expected more seeing the orange lanyards here, but I won't sweat it. What are the main sources of week? Newly created contacts this month? Where. Where are folks coming from? How are they visiting us? We get an instant breakdown of offline sources all the way to paid search and how folks are finding our business. But what was the busiest day for our website this month? Chatspot will return a table breaking down website visits by day. All right, we're going to close with one more. A very simple one Portal summary. Chatsbot can return a basic rundown of everything that exists in my hub. That's reporting in somewhat of a nutshell. There is so much more. What do you all think about that? So if you ever find yourself needing instant insights from your CRM data, this is how chatspot can help you work smarter and not harder. Chat Spot is AI. That means business. I showed you so much power today with SEO analysis. We've updated our CRM in five different ways. We've prospected, we've sold, and we've used Chat Spot as our business analyst. And I've only showed you a fraction of Chat Spot's capabilities. There is so much more that meets the eye and we are building product every day to prove that. What do y' all think about chatspot? I am just the messenger though. I am so lucky to wake up every day and get to work with a fantastic group of folks. Best of all, Chat Spot is only six months old yesterday. Imagine where we will be six months from today. You can start chatting today. Thank you.