Episode Transcript
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Intro (00:01):
Do you live in a world filled with corporate data? Are
you plagued by siloeddepartments? Are your lackluster
growth strategies demolishingyour chances for success? Are
you held captive by the evilmenace Lord Lack? Lack of time,
lack of strategy, and lack ofthe most important and powerful
(00:24):
tool in your superhero toolbelt, knowledge.
Never fear, hub heroes. Getready to don your cape and mask,
move into action, and become thehub hero your organization
needs. Tune in each week to jointhe league of extraordinary
inbound heroes as we help youeducate, empower, and execute.
(00:50):
Hub heroes, it's time to uniteand activate your powers.
Liz Moorhead (00:55):
Well, gentlemen.
Max Cohen (00:57):
Well.
Liz Moorhead (00:58):
We have some business to attend to before we
get into today's topic today.
George B. Thomas (01:01):
Uh-oh. What's that?
Liz Moorhead (01:03):
No. Get excited, guys. Guess what today?
George B. Thomas (01:05):
Tell me about it. What's happening?
Liz Moorhead (01:06):
Guess it is.
George B. Thomas (01:07):
Guess it is. Oh, I know what this is.
Liz Moorhead (01:09):
This is our hundredth episode of hub heroes.
Max Cohen (01:12):
That's insane.
Liz Moorhead (01:13):
One hundo. Yeah. That's in the living room in our
black studio audience. But,George, I gotta ask you. Since
this was Hub Heroes was yourbaby, your brain baby.
We're we're a hundred episodesinto this. How do you feel about
that, bud?
George B. Thomas (01:35):
First of all, I can't believe it. It I don't
know where the time went. Secondof all, they grow up so fast. I
I mean, just dang gone. Youknow, I when I started, this
podcast, I didn't really everplan on stopping, so I knew we'd
get here at some point.
But, man, there's just we'vedone so much. We've talked to so
(01:57):
many people. So I guess toanswer your question, proud papa
moment. Proud papa of the babyhub heroes. Yeah.
Yeah.
Liz Moorhead (02:06):
Max, what's your favorite memory from these past
hundred episodes or favoritememories? I know there are so
many to choose from.
George B. Thomas (02:13):
I think it was the egg episode. I think he
really That was
Liz Moorhead (02:16):
the man. Of the egg episode. Yeah.
Max Cohen (02:18):
The egg episode was crazy. When Max
Liz Moorhead (02:21):
and I couldn't land the plane and figure out
how to end the podcast.
George B. Thomas (02:25):
Yeah. That was great. Maybe the snacks episode.
That was a good one.
Liz Moorhead (02:30):
Oh, the drumming content episode, Max, was tight.
Max Cohen (02:34):
Unreal. I don't know. I just remember well, I think,
honestly, it was this is gonnasound cheesy. Liz, it was the
moment you hopped on, and, like,it felt real. Hold on.
But that very first episode thatwe did, where it wasn't just me,
Devon, and George screaming ateach other. And, like, you you
(02:54):
you came in and, like, there wasan outline. There was a there
was a discussion. It was thecats were very herded. Like
George B. Thomas (03:06):
Yes. Yes.
Max Cohen (03:06):
We were. I remember I I don't I think I definitely
either sent the text or theSlack or whatever, and I was
like, this feels way differentnow. You know what I mean? In,
like, the best way. Oh.
So it was probably moment. Yeah.It felt way more professional at
that point. You know? Mhmm.
You know, that was that wascool. See, I was that. And I
(03:27):
think also it's just, like,George, I just remember you, me,
and Devin, like, you know,sending LinkedIn messages to
each other, like, initially. Andwe were just like, this this is
it. This is it.
This is gonna be sick. Let'slet's make it happen. And then
just that very first time Iheard, like, the in a world,
(03:49):
like and, you know, you had thatthing done and you In a world.
You did the you did thesuperhero, like, you know,
cartoons and everything. It'sjust, like, seeing it all come
together has been, like, reallycool.
Liz Moorhead (04:00):
I gotta say one of my favorite memories though, and
it is a recent one, is when Igotta be honest. It was last
week's episode when we unleashedChad, when we unleashed the the
the giga nerd Chad. And just,like, watching George and Max
just, like, lose their minds.The ability to we like, the
(04:21):
ability now we have to, like, goto a different descending level
of nerd when it comes toHubSpot. Like, that
George B. Thomas (04:29):
so exciting.
Liz Moorhead (04:30):
Really excited me. Like, that was really fun to me.
Because now I get to ask theseopen ended questions. I'm like,
I have no idea where we're gonnago. I don't know where this
crazy train is going to end up.
I know there will be a creepyglowing printer in
George B. Thomas (04:42):
the background changing
Liz Moorhead (04:43):
colors depending on
Chad Hohn (04:43):
its mood. Yeah.
Liz Moorhead (04:43):
But, otherwise, yeah, it's depending on its
mood. Yeah. But, otherwise,yeah, it's just it's so great.
Especially after, you know, ifyou join us in the community for
the live recordings, Chad is notnew to you. Chad is not new
because some of my favoritememories are, yes, it's it's the
OG crew, but, like, Chad just,like, dropping knowledge bombs
(05:04):
in the in the channel.
Just, like, my guy. It's just sogreat to have you here.
George B. Thomas (05:09):
Yeah. Yeah. To see it's good to be here. And
not just your text across a ablack screen is beautiful.
Liz Moorhead (05:16):
I love that. Yeah. George, what are your favorite
memories?
George B. Thomas (05:21):
Oh, yeah. There's so many. Gosh. Like, I I
I don't even I my brain goesimmediately, like, Kyle Jepsen,
Jack Cooper Smith.
Liz Moorhead (05:32):
Our guest, and then
George B. Thomas (05:33):
we'll never do that. Yeah. Like and so I could
keep listening. I'm like, butthe guests that have come along
the way and joined us have madefor some pretty magical moments.
Yeah.
Yeah. I I would say the guests.
Liz Moorhead (05:48):
Yeah. Chad, what are you hoping for the next
hundred?
Chad Hohn (05:50):
For the next hundred. You know, I mean, just to
continue, not more of the thesame, but more of the same idea,
more of the same concept. Right?Being able to, you know, just
chat about things that arerelevant for the day for where
HubSpot is right now, where we'dlike to see it go, you know, and
where it's come from too.Because, like, it's you know,
(06:13):
you can't know where you'regoing unless you know where
you've been.
And I think a lot of peoplecoming into HubSpot, run into,
like, a limitation with it insome capacity, and they're like,
George B. Thomas (06:23):
so frustrating. You know?
Chad Hohn (06:24):
But, like, man, just think about where you came. And
if you know where you came andhow short of a period of time
that it did that, you know thatthe future could be bright. But
if you don't have that context,I think, you know, that's a
little little frustrating. And Ithink, you know, coming into
this, like, you know, havingmemories and all that, I like
it. My memories are, yes, fromthe audience standpoint, but,
(06:46):
man, I remember one time whenyou guys were talking about
marketing, like, digitalmarketing and people sending
text messages to your phoneunconsensually, and Devin, like,
just about lost his stuff, man.
Like, that would do.
George B. Thomas (07:00):
That hasn't been happening at all during,
you know, voting time.
Chad Hohn (07:04):
I haven't been Right. Exactly. Random. Yes.
Liz Moorhead (07:07):
I voted early.
Max Cohen (07:08):
Kamala will be hitting me up like crazy. Oh my
god.
George B. Thomas (07:12):
We're like besties. At least that's what my
phone would say, but my god.
Liz Moorhead (07:18):
I think some of my favorite memories are George, I
gotta admit, some of our, like,off the cuff fireside chats we
throw we've thrown out over thepast couple years. Like, we've
had some good ones. We've talkedabout AI. We've talked about
content. Just, like, the timeswhen you and I just hopped on
the mic, and we're just like,you know what?
We need to talk about a biggertopic. Just you and me just
(07:38):
hanging out.
Max Cohen (07:39):
Those are
Liz Moorhead (07:39):
I've always really loved those conversations.
George B. Thomas (07:41):
Those are those are fun. I it's funny,
Liz. You asked, Chad, like,what's he looking forward to in
the next hundred. For me and Ithink that's why, like, I get
excited because Mac's here.You're here.
Chad here. I'm here. And I justthink that that the next hundred
episodes, this just o two or twozero one or three zero one level
(08:04):
Mhmm. Of stuff that we cancreate. You know, we've got a a
hundred one zero one baselineHubSpot content sales service
marketing stuff.
Now we can just take it to thenext level and be like, hey.
Well, if you can go back to thisepisode, but today, we're gonna
talk about bam. And then reallyMhmm. I'm I'm excited about
that.
Liz Moorhead (08:24):
And today's bam. Thank you for that beautiful
setup there, George.
George B. Thomas (08:27):
You like that?
Liz Moorhead (08:28):
Are we ready for today's bam?
George B. Thomas (08:31):
I'm ready. I'm I'm not sure if the
Intro (08:33):
humans are
Liz Moorhead (08:34):
ready or not.
Chad Hohn (08:35):
There we go. Man, I forgot to say that was my
favorite part is the episodeswith the humans. Yeah.
George B. Thomas (08:40):
Well, he
Liz Moorhead (08:40):
can't do that because then he'll he'll know to
say it immediately, and then itdoesn't count. Like, it doesn't
count. It's
George B. Thomas (08:46):
gotta be like an off the cuff humans. And then
it then it's we keep score onthose. So
Liz Moorhead (08:52):
I love that. It. Well, we are a few weeks out now
a few weeks out. Jeez. Over amonth now out from inbound,
which is, you know, we tie we'vehad time for the dust to settle,
the products to kinda getsettled in.
And today, I want us to do adeep dive on the new AI tool
Breeze, which they introduced atinbound twenty four. And it's
(09:13):
supposed to help all teams worksmarter and accomplish tasks
faster, but, like, I wanna startwith you, George, really quick
before we get into today'stopic. Can you give us an
explain it like I'm five answerof what AI Breeze is in the
HubSpot ecosystem?
George B. Thomas (09:29):
Yeah. I mean and and first of all, I hope
that for many of the listenersthat this might be a light bulb
moment this episode, afterlistening or watching this
episode that, hopefully, youknow nothing will be the same
ever again.
Liz Moorhead (09:42):
No. No big lofty goals here. Yeah.
George B. Thomas (09:44):
Yeah. No. I mean, it like, it's time for
people to wake up with AI intheir daily workflows. And, yes,
that is a pun too, podcast thatwe do, and I did
Liz Moorhead (09:52):
that on the podcast. Nice marketing there,
bud.
George B. Thomas (09:54):
How I I did that? And if you haven't checked
that wake up with AI, you gottado that. But but listen. We've
we've all been there for years.Like, we're drowning in task.
We feel like there isn't enoughhours in the day, and we're
Mhmm. Wondering how we're gonnaget all the stuff done. And,
Liz, what I like about BreezeAI, it's transformed how I think
(10:15):
about what's possible in a day.And and I'm gonna get into some
kind of nerdy stuff later that Iactually went through this
morning as I woke up with AI andgot an email. Because here's
what I'll say before I go intojust the generalities of what it
is, is it's always gonna begrowing.
Chad, before we, hit the recordbutton, we are in the green room
(10:36):
waiting for, you, and Max toshow up, and we are talking
about the prospecting agent.We're talking about the social
media agent. We're talking aboutthe service agent and all of
these elements that are coming,and there's and there's more
coming. So it'll be built on thebase that right now is Breeze
Copilot, which, by the way, ifyou aren't figuring out how to
(10:56):
communicate with Copilot in somereally unique ways yet, you need
to. Like, going to a contactrecord and starting to have a
conversation with Copilot aboutthe contact record.
Get some nerds, Stephanie. Iknow. Okay. So Breeze Copilot.
Liz Moorhead (11:09):
Just tell us
George B. Thomas (11:09):
what it is. There's Breeze Intelligence,
which can enrich your data, andthen there's the, like, the
agents side of it. Right? Isthat, like, Copilot
intelligence, agent side of it?But it's all in HubSpot.
It's data enriched. Anyway,we'll we'll get into the nerdy
stuff. It's hard for me not toget into the nerdy stuff.
Liz Moorhead (11:30):
I understand, but that's why we have a whole
episode dedicated to thisbeautiful topic. But that's
where we start talking aboutthese things. Right? Like,
they're when we think about thepower and capacity of these
tools, it is very easy toimmediately jump into tactics.
These are all of the cool thingsthat you can do with it.
But, George, you and I know thisfrom what the way we talk about
stuff with clients. Right?Before you can start getting
(11:53):
your hands messy with all thepaints and the crayons and the
stickers and the color like,before you can actually start
building stuff out doing things,you have to have the right
mindset about something. Onceyou have the right mindset, then
you can build your strategy. Andthen once you have your
strategy, then you get to getinto the fun tactics that help
bring that strategy to life.
(12:14):
And so that's really theconversation we're gonna be
having about today because thereis a lot of excitement, right,
about these AI powered toolswith Breeze and with Copilot. We
have all of these differentamazing things that are at
disposal. But as many of ourprevious episodes have
illuminated for us, like,there's a lot of confusion. You
can easily trip into overwhelm,or maybe you don't overwhelm,
(12:37):
but you just start getting waytoo in the weeds with it. So
we're gonna take step back.
Right? We're gonna start withour mindsets. And, actually,
Chad, I'd love to talk to youfirst about this question. And
then George and Max, I wannahear from you as well. When we
hear when we think aboutbusiness leaders and teams who
are just getting started withBreeze or Copilot, what are the
(12:58):
essential mindsets they need toembrace in order to not only use
it correctly, but also to usethese tools to their fullest
potential?
Chad Hohn (13:06):
Mhmm. Yeah. I mean, with Breeze and AI, I think, you
know, the mindset is is beingopen minded, you know, for me.
Like, being open minded with,you know, that it's still in
process. It's still being built.
It's still in development.They're still weaving it into
the fabric of HubSpot becausethere's, I think there's a
difference between a generalizedsolution for AI and then a
(13:29):
customer platform CRM integratedsolution for AI because it has a
little bit more nuance of, like,where is it gonna pull
information from in your CRM? Doyou want that information right
now? You know? Or are you justkind of, like, asking a general
question to your AI?
So, like, being open minded andthen allowing your team to also
(13:51):
be open in using it, testing it,playing with it, making sure
they know it's there becausepeople, like, your your team is
not gonna go unless they're, youknow, inquisitive. Right? But
they're typically got a job todo, and they're not gonna go
dinking around in HubSpotlooking for extra buttons to
waste time with because theydon't have time. They they, you
(14:14):
know, it hasn't become a forcemultiplier for them unless
you've built it into yourprocess. Right?
And so once you've built AI intoyour process, then it can
possibly become a forcemultiplier that will allow them
to help build their day or dotheir day faster or save them
time from having to go research,you know, company websites and
(14:35):
things like that. I mean, yeah.I think that's that's, like, a
mindset being open minded withit, right, is, I think, a good
place and and making sure peopleknow that it exists. And if it
doesn't do what they want it to,well, check back again soon
because it's gonna keepchanging. Right?
Max Cohen (14:50):
Mhmm.
Chad Hohn (14:50):
Yes. Check back again soon.
Max Cohen (14:53):
I'd I'd say yeah. I mean, definitely be open minded
to it because a lot of peoplecan be scared of it. Right? I
would also say don't, don't lookat it as, like, an easy button
in a way to find shortcuts.Right?
You know, like, a good exampleof that would be just, you know,
I'm a BDR writing a ton ofemails every day. Don't just,
(15:15):
like, AI every single one ofyour emails and send it out the
door without looking at it.Right? Because then Right. My
inbox is a perfect, you know,graveyard of that.
Right? And and and and seeingfolks, you know, not really
think too much about it and justgo, oh, if I can get x volume of
emails out the door, I'm somehowgonna become a better
salesperson. You know, I'd I'dI'd also like sure. I think
(15:37):
there's plenty of ways where youcan look at it, to help you do
more today, but I think alsohelp increase the quality of
what you do, even if it's not,like, necessarily a time saving
exercise. Like, I'll see salesreps just send out emails that
are just, like, you know,riddled with bad punctuation
(15:58):
and, like, you know, too shortto the point where it's, like,
oh, you don't really care.
You're just trying to, like, youknow, get me to buy something.
You know, and and sometimesthose emails could use a little
bit of a rewrite. Even if youdid write the first pass
yourself, maybe there might be amore eloquent, punctual and
grammar. Woah. Okay.
Sorry. Audrey just went facefirst into the door somehow. Oh,
(16:22):
no. Dang. Yeah.
I mean, there's you know, cleanup the quality, I guess, of the
emails you're sending out andand use it that way instead of
just, you know, oh, havesomething else write it for me.
Right? But I think, you know, inthe in the bigger picture when
it comes to HubSpot, users, I'dsay the one thing is, like, keep
(16:44):
watching it. Like, this is thevery, it's cool now. Yeah.
Imagine what this is gonna belike in a year. Right? Like,
this is literally just, youknow, the the very first,
cohesive and organized step intoa very real AI product inside of
(17:05):
HubSpot that is one thing versusa bunch of random features where
Liz Moorhead (17:09):
Right.
Max Cohen (17:10):
Different product teams kinda took a
George B. Thomas (17:11):
stab at it. Right?
Max Cohen (17:12):
So Yeah. You know, keep a close eye on it and watch
how this things evolve thisthing evolves, and I think it'll
happen a lot quicker than youthink it's gonna. Yeah. It's
gonna be
Chad Hohn (17:22):
sick. It'll ever be. Right?
Max Cohen (17:23):
It is literally the worst it'll ever be, and it's
pretty sweet right now. Right?
George B. Thomas (17:27):
Yeah.
Max Cohen (17:27):
And then I'd say just look for ways that you can use
it to, like, create leveragewhere you don't have it in your
business. Right? So, like, youknow, why is the customer agent
great? It's like, well, I mean,the customer agent is probably
better than nothing if you don'thave any, like, dedicated
customer service staff or, like,you know, someone is the is just
kinda handling it, but they havea different job. Like, think of
it how you can kind of, like,supplement the gaps in your
(17:48):
current business to leveragemore of HubSpot by using things
like the customer agent andstuff like that and even the
sales agent or whatever it'scalled in the camera,
prospecting agent.
Right?
George B. Thomas (17:59):
Mhmm.
Max Cohen (18:00):
That'll never be a replacement for an actual human
being. Right? But, you know,could it be a great stop gap in
between, and then they canleverage it in a way that helps
them out when you do hire thatperson?
George B. Thomas (18:10):
Yeah. Yeah. So So I definitely wanna double
click on, what Max said as faras the test it again. I had an
opportunity this morning to testit again, and I'm gonna be
completely honest because I canbe, and I've never been a
HubSpot Homer. When the firstcontent beta, you know, creation
came out, I was like, nope.
Nope. I can do much further,much faster with ChatGPT and
(18:34):
Claude, and so I'll justcontinue to do my content
assisting there. But thismorning, I had an opportunity,
got unlocked for the socialmedia beta, agent, and it had me
go back through and reset up myvoice and tone of sidekick
strategies. And I was like, oh,somebody's grown up a little
(18:55):
bit.
Liz Moorhead (18:56):
Have they moved away from the one line of voice
and tone?
George B. Thomas (18:59):
Yes. Yes.
Liz Moorhead (19:00):
Thank you.
George B. Thomas (19:00):
So I was able to I was I I was able to upload
an entire document, to it togive it the voice and tone. Liz,
which
Liz Moorhead (19:09):
I did share with you. Morning.
George B. Thomas (19:10):
Yeah. That's the Slack I sent you of, like,
this is the document thatHubSpot now knows about us. And
and so what's fun is, yes, oneof the mindsets is for sure.
Like, if you have messed aroundwith it, mess around with it
again. And it's funny.
You take time to actually, airquotes waste time to play around
with Copilot and the differentthings you can do. Because if
(19:32):
you waste time to save time,then that's okay. I'm giving you
permission to do that. Nowhere's what I want you to think
about, though. I want you tothink about a triangle because I
think there's this, like,success mindset triangle that we
can start to pay attention to asHubSpot users.
And what I mean by that isthere's three key things I wanna
hit upon that are yes ands inaddition to what Chad and Max
(19:53):
said. The first one is you haveto think about, especially
HubSpot AI or Breeze AI. AI isyour ally. K? I'm tired of
saying it, but I'm gonna say itover and over again.
Quit worrying about AI takingyour job. Quit worrying about AI
doing all the things that youcan do. It's not it doesn't have
your level of creativity. You'rethe human powering it. It's the
AI assisting you, so you have tohave this mindset of AI is your
(20:14):
ally.
Don't be scared of it. Get inthere. Use it. Test it. Like,
see how far you can push it.
So that's the first thing that Iwanna say. The other thing is,
AI, people look at it. It's likethis big, huge, humongous thing.
Second mindset I want you to do,especially in HubSpot with
Breeze AI, is start small to winbig. Like, go in there and just
see what Copilot can do.
(20:35):
Like, the fact that you can gointo a contact record, hit that
top little drop down, andsummarize a contact or summarize
a company, it's small, but youcan see big wins. I'll talk
about that in a little bit lateron this episode because I
literally have a real human usecase where we did that. And the
next thing that I want you tothink about in this triangle is
it's data first mindset. Andwhen I say data first mindset
(20:58):
because your HubSpot userslisten to this, I'm not talking
about your custom properties.Well, I am.
But I'm also talking about everyother piece of data that you
have. And by the way,conversations are data. Context
is data. Teaching your toolswhat it needs to learn is data.
And so, again, like, data first.
Okay. When I'm setting up mysocial media agent, what are my
(21:19):
products? What are my services?What are the topics that I wanna
be known for? What are thewhat's the brand content that I
wanted to actually be payingattention?
Like, what is the data, thecontext, and the conversations
that need to be in there for itto by the way, the activity feed
is data. The reason I cansummarize a contact or a
company, activity feed, data,properties, act like, so data
(21:43):
first, start small to win big,and AI is your ally. That's the
triangle that I definitely wantyou to think about as you step
in here and move forward.
Liz Moorhead (21:51):
I would say the big one for me before, George,
you're not off the hot seat yetbecause I have a specific
question for you. But one of thethings I would think about from
a mindset perspective is, youknow, it goes back to what we
talked about with content, and Ithink it's just true of AI
overall, which is it is yourassistant, not your replacement.
And the moment you're looking toit the moment you were looking
(22:11):
to any of these tools to be areplacement for your brain to be
the architect of your ownstrategy, it is the moment
you're you're gonna have a badtime. So I I that's always
something I like to throw outthere. It's just these are
assistants.
These are copilots literally inthe title, not the pilot. So I
just always like to
George B. Thomas (22:30):
think
Liz Moorhead (22:30):
of it that way. But, George, there is also a lot
of hype around AI. There's a lotof uncertainty. Right? So when
you think about the biggestmyths around tools like Breeze
or Copilot that you believeteams that that you believe
teams and leaders shouldoutright ignore, what would they
be?
George B. Thomas (22:46):
I I mean, a myth for me, and I think that
for some reason people fall preyto this, is that, AI is
complicated. And especially ifwe think about who might be
listening to this podcast, itmight even go to the level of AI
is too complicated for my smallbusiness. Please trust me that
AI is not complicated. And ifyou say that you have a small
(23:09):
business, which by the way, Idon't even believe that there's
necessarily a such thing as asmall business. It's just a
business that has the potentialto grow into something bigger
and better, whatever that is foryou and what you want it to be.
If you can use Facebook, if youcan use email, guess what? You
can use HubSpot Breeze. Like,HubSpot has made it so intuitive
(23:30):
that you don't need a degree incomputer science. You don't need
to be this prompt engineer or orhave, like, a a bunch of tech
experts. Right?
So the myth that I'll start thisout with is it's not
complicated, and it's not toocomplicated for your small
business.
Liz Moorhead (23:47):
I love that for us. Are we ready to journey into
strategy land? Are we ready toactually start talking about
tactics? Let you out of the
George B. Thomas (23:54):
Yeah. I guess.
Max Cohen (23:54):
Yeah. Sure.
Liz Moorhead (23:56):
Alright. So I wanna start strategically,
though. When we think about asmall team, how can they start
using Breeze and Copilot in waysthat make a big difference
without adding too much ofGeorge's least favorite thing,
and that's complexity? What arewe looking at here?
Max Cohen (24:10):
Yeah. I mean, I I I look at it the same way. I would
just say how how is thatdifferent how are how are those
different parts of the team evenjust, like, using HubSpot.
Right? Like, when you're firstgetting started, it's all about
saying, like, hey, you know, thethings that are making team
number one's life more difficultare the not the same things that
are making team number two'slife more difficult.
(24:31):
Right? So it makes it it itmakes it really hard to kind of
give a blanket prescription,across the board. Right? So, you
know, it's all about coming downand saying, like, hey, what is
AI gonna solve for? Well, it'sgonna solve for a lot of
different things.
It can make you more efficient.It can, you know, give your team
a lot more leverage. It can helpyou do things faster, like,
whatever it may be. And then itreally kinda comes down to
(24:52):
saying, like, okay. You know,let's say it does those three
things and more.
Right? What are the things thatmake team number one, team
number two, team number three'sdays hard in those regards? And,
like, how can you weave it in?Right? You know, if we were to
look at something specific likeservice teams.
Right? You know? And and, youknow, again, I'm I'm I'm looking
at Breeze not not through therealm of just, like, how can AI
(25:14):
help a team. And some thinking,like, how Breeze, like,
specifically can help a team.Right?
Like when we think about aservice team, one of the most
basic things that's true aboutany service team is that you
want to make sure that they'respending the majority of their
time on the more complex issuesthat actually need their help.
Right? And so why is somethinglike Service Hub great for them?
(25:34):
Well, if you think about it,one, it gives them a place to
stay organized so nothing fallsthrough the cracks. Right?
I mean, that's tickets. Right?It's like, well, how do we make
sure we're not just creating aton of tickets for things that,
you know, people can solve onyour own? Well, that's your
knowledge base. Right?
And your knowledge base isthere. How can we make sure
people are actually getting helpand they like interacting with
the folks that we have? Well,that's the that's the surveys.
(25:56):
Right? But a lot of time, thatknowledge base and that
ticketing system, you know, notonly is it a way to help the
folks stay stay organized withtickets, but that knowledge base
is really there to act as like afirewall.
Right? To really make sure thatmost basic simple requests that
are generally the most highvolume of problems that you're
getting, right, can easily beself solved for somebody. Right?
And it's not because we don'twanna help the people directly.
(26:17):
It's because we wanna make surethat, like, if we're dedicating
resources to, like, a customerservice team that they're
spending their time on the mostimportant things they can spend
their time on, which aregenerally the tougher issues
that can't be solved by aknowledge based article or an
FAQ section or website orsomething like that.
Right? When I started thinkingabout Breeze and how that helps
them, right, one, you know, ifwe look at just, like, raw
(26:39):
communication with yourcustomers, like, sure. Like,
will your emails be better?Would and then you because you
can gussy them up and make themnicer and maybe change the tone
a little bit if you're not thatgreat at, like, communicating
tone on email or text oranything like that. Yeah.
Absolutely. That's great. But,like, when you look at something
like the customer agent, thatdramatically increases the
(26:59):
strength of that firewallbecause that customer agent can
actually talk to somebody.Right? So it's, like, not only
do you have sure.
Here's a myriad of articles andan easy search bar to find the
answer to the question you have.Well, now you have a little bit
of extra intelligence kindabacking that up that actually
understands all that content andcan help people find it and can
understand someone's questionsbetter, right, rather than just,
(27:22):
like, hoping you get theconversation tree correct, like,
in a chatbot. Right? So it's,like, it's adding the strength
to that firewall that, like, aknowledge base really kinda
serves to be to protect customerservice reps from wasting their
time on stuff that they you justdon't need a human being to
solve. Right?
So that's, like, would be onespecific example for me.
Liz Moorhead (27:44):
Chad? Yeah. I mean, at a strategy level. Yeah.
Chad Hohn (27:47):
Yeah. Yeah. At a strategy level. I mean, like, I
I was really, you know, justlistening to Max talk, and and,
I mean, I definitelywholeheartedly agree that, you
know, going in those sorts ofdirections where you're, you
know, making sure that you'reresolving actual issues that
matter to your team, right, andcoming up with strategy that
will help them leverage thesebuilt in tools better and
(28:10):
better. I think, you know, ifyou guys know me, like, I have a
special spot in my heart forcustomer service teams.
Right? And so the the serviceagent is something that I
really, want to make better andbetter and would love a few more
levers even in there to flip to,you know, not just like, ah,
(28:31):
here's articles. Like,hopefully, you can help solve
some problems or something. Youknow? But to, you know, have a
little bit more configurabilityon it to, you know, try and in
certain scenarios, always sendit to a human, and in certain
scenarios, you know, have it tryand resolve problems a little
harder than just one try orwhatever.
(28:53):
Right? But, you know, strategyis just getting in there and and
at least giving it a shot. Anyof these agents that exist, at
least do something with it atleast one time. And even if it
doesn't give you the exactexpected result, do it again
soon because they are alwaysworking on these things, man. I
mean, they're getting better andbetter, you know, the the more
(29:15):
that you're using them.
New features are popping up allthe time, and they're not
announced on the beta's pagelike a lot of other new features
are. They just kind of areshowing up in the agents. And,
you know, as well going back tostrategy, like, keep your ear to
the ground with agent.ai, right,that Dharmesh talked about at
(29:36):
inbound. I mean, I know thatthey're all very not super
useful yet. Like, they're cool,but it's the building blocks,
the underpinnings, just likechat spot was at inbound 23 now
became, you know, Breeze atinbound 24.
Agent AI is in the chat spotposition last time and will be
(30:02):
able to now probably see that atinbound 25 as some sort of fully
fledged workflow builder for AIfunctionality, which will be
just mind blowing to be able tohave, like, you know, these hive
minds that you can, you know,use for certain certain things.
So, I would say with strategy,look to look to what's coming in
(30:25):
the future as with as best of aneducated guess as you can.
Right? And I think agent AI is,like, the architecture for the
future when it comes to HubSpot.
George B. Thomas (30:34):
Yeah. I and I wanna double click on what
Chad's saying because it'salways easier to learn along the
way instead of playing catch up.Oh, yeah. And especially in this
world of AI, playing catch up isnot a viable solution. Like,
again, this is literally why andI'm not trying to promote it,
but this is why we do a dailypodcast called wake up with AI
because catch up no.
(30:55):
Keep up. K? Mhmm. Now, Liz, onthe Beyond Your Default podcast,
and I know I'm I'm not trying todo it, but we talk about energy
vampires on Beyond Your Default,right, all the time. On on this,
what I wanna talk about is timevampires.
Because, Max, I'm doubleclicking into kind of what
you're saying. No matter whatteam you are, you have those
(31:16):
things that are time vampires.It's those repetitive tasks that
you're like, there's got to be abetter way. Like, why the freak
do I do this 2,000 times everyweek? And there is.
Right. And so when you know thatthere is and you know that there
is is Breeze AI and the AI toolsthat HubSpot is creating, then I
think you can start to think of.And by the way, I'm just going
(31:39):
to throw this out. You shouldprobably start to think about,
like, a breeze impact map. Andwhat I mean by a breeze impact
map is actually taking time todo what we all talk about doing
on this podcast, and that'sstrategizing the level in which
you're going to use and howyou're going to use the breeze
tools as you move forward.
And I think you can think aboutthree dimensions. There's
(32:00):
volume, complexity, and businessvalue. If you're paying
attention to volume, complexity,and business value and tying it
back to Breeze and the Breezetools, this starts to allow you
to build out a Breeze impact mapand gives you, again, a
strategy, a method to yourmadness in which you're trying
to do. So, like, first, you'reyou're looking for high volume
but low complexity. These theseare the quick wins.
(32:21):
Maybe it's those daily socialmedia posts. I literally and
I'll hopefully, we get a chancefor me to talk about this, but
us telling Chad setting up thesocial media agent because I can
augment a human to do more post,better post faster. Maybe it's
routine customer servicequestions like we kind of
already alluded to. Right? Thosethose are literally the high
(32:41):
volume, low complexity things.
Then you could start to identifytasks that are data intensive
but repetitive. This is whereBreeze Intelligence really
shines. Like, it's funny. I I dothe super admin training, and we
were talking about data hygienetwo weeks ago. Mhmm.
And one of the, super admins waslike, wow. Breeze Intelligence
(33:01):
doesn't look that expensiveright now. Because we are
talking about the amount of,like, if if a salesperson made
6,000 and you did that times 10and then like, finally, though,
the thing is consider, like, thethe kind of touch multiple
things that touch multipledepartments. Right? Now you can
(33:22):
go into, like, okay.
Here's here's scalingopportunities with with this.
And so I think the beauty ofthis approach is that it works
for everyone, whether you'rejust starting or you're ready to
take Breeze implementation tothe next level, or if you're
sales or if you're marketing, ifyou're service, if you're paying
attention to, like, creatingthis, you know, Breeze impact
(33:42):
map and you're focused on thestrategy based on volume,
complexity, and business value,now you again, you have a place
to start and a place to go.
Liz Moorhead (33:50):
So, George, this is where I wanna jump in with
you again a little bit. Go a bitdeeper. You know, we talk a lot
about the fact that you have tomake a lot of decisions for
yourself in terms of what makesthe most sense for your
organization and your teams. SoSo when we think about our
listeners at home, you know, howare they going to make the best
choices for deciding whereBreeze, Copilot, all of these
different tools fits withintheir current day to day, their
(34:12):
current workflows, their currentstrategies within HubSpot? Are
there certain self reflectionquestions they should be asking
them for themselves, and andwhat should they be looking for
in those answers?
George B. Thomas (34:22):
Yeah. I mean, listen. Part of me just wants to
give you a real simple answerof, like, head over to HubSpot
Academy, watch all the videos sothat you can educate yourself
and know what it actually cando. And then, by the way, test
everything, test everything,test everything, and try it
again, try it again, try it.Like, but here's the thing.
Like, to be honest, I thinkthere's maybe a deeper answer.
(34:45):
And and we all know thatquestions are powerful, and I
think that there's three thatyou can ask yourself. And and,
they just happen to all startwith w. So maybe this is like
the three w framework for, youknow, like, implementing
HubSpot, Breeze. Like, first,where where are your
bottlenecks?
Right? Look at where your teamspends the most time on manual
(35:06):
tasks. What? That's the first w.What specific activities are
eating up their time?
K? That's the question that youhave to ask yourself. The second
why or the second w is why, andand why would automating these
tasks make a difference? If yougotta know the why of the what.
Alright?
So, like, I and I'm not tryingto blow anybody's mind here,
(35:29):
but, like, it's literally thethings that you would ask
yourself around normal thingsthat you've actually been doing
in business, but it's applied tothe specific, thing of this
framework. And so when you startto do that, right, then you
understand, like, Copilot,Breeze Intelligence, the agents.
(35:52):
Chad, you you you called itsomething. I immediately went
to, like, the future borg ofyour HubSpot hub, which is, by
the way, a tricky nerdy, trickystatement. But Yeah.
Like
Chad Hohn (36:03):
Love it.
George B. Thomas (36:05):
Again, when you start to think about the
why, the what, and the who, andthe process, and the people, and
the platform, and the platformbeing specific to Breeze at this
point inside of HubSpot, that'show I think you get started.
Again, paying attention toeverything that we paid
attention before, people,platform, process, problems, the
(36:27):
what, the why, the who, and goover to HubSpot Academy and test
everything. Okay. I'll I'll shutup.
Liz Moorhead (36:33):
I like how you show yourself the door verbally.
It's always I'm always a bigfan.
Chad Hohn (36:37):
Also, he kinda walks towards the store. Yeah.
Liz Moorhead (36:40):
He's
George B. Thomas (36:40):
like, I'm out.
Liz Moorhead (36:41):
Well, that's a rip that's
George B. Thomas (36:42):
because people aren't watching it.
Liz Moorhead (36:43):
And so that's how it works. Physically walks to
the door, which I Yeah.
Chad Hohn (36:46):
It's great.
Liz Moorhead (36:47):
I people appreciate. So if if someone's
ready to dive into these tools,what are what's the first step?
What's the easiest first stepsomeone can take with Breezer
Copilot to see some quick wins?
Max Cohen (36:57):
You just gotta try. You just gotta play with it.
Like, it's I I I don't think younecessarily have to, you know,
do a ton of, like, planning andget, like, so intense and crazy
about it. Like, you just gottaget in there and see what it can
do, honestly. And, like, it'sthen and only then are you gonna
actually be able to come up withthose ideas of, like, oh, I
could use it for this, and Icould use it for this.
(37:19):
Right? Like, I I can tell you,like, I don't even know how far
Copilot goes. Like, I haven't,like I've talked to it a couple
times. Right? But, like, Ihaven't, like, really, like,
pushed the boundaries of, like,what's possible with it.
Right? And, like, I'm sure whenI do, I'll probably come up with
a whole bunch of different, youknow, ideas for it. But, like,
that's just like anything elsein HubSpot. It's like, sometimes
(37:41):
you don't actually know howyou're gonna deploy it or
implement until you go in there,play with it, you know, screw
around with it, and, like, seewhat you could actually
accomplish with it. You knowwhat I mean?
It's just, like, don't shy awayfrom it and feel like you have
to have this, like, giant bigstrategy about how everyone's
gonna get value out of it andhave a plan for every single
thing in there. Just go playwith it. It's okay. Like,
(38:04):
especially since this is new,it's okay to build a plane as
you fly it a little bit or flythe plane as you build it or
whatever the saying is, youknow, especially for stuff like
this because it is very kindaopen ended, what you can do,
with AI these days andespecially, you know, now that
it's more of a thing you canactually have conversations
with. Like, it'll be interestingto see how, like, far people
(38:26):
push it.
Right? But,
George B. Thomas (38:28):
you know Can I get can I get real tactical?
Yeah. Do it. Real tactical.
Liz Moorhead (38:31):
God, I hope so. It's the tactic section.
George B. Thomas (38:33):
Because because here's the thing. I
wanna give you something to doright now, like, the most
straightforward way to start.Like, we're talking so easy
peasy lemon squeezy that youjust you can't screw it up. K?
Open up HubSpot right now.
Like, you're if you're driving,don't open up HubSpot right now.
But if you're sitting at yourdesk, open up HubSpot right now.
Chad Hohn (38:54):
I got it open. Alright.
Max Cohen (38:54):
Okay. I'm opening it.
George B. Thomas (38:55):
And I want you to go to a contact record, and I
mean any contact record, andwe're gonna watch the magic
happen. Because here here's thething.
Chad Hohn (39:04):
What I want you
George B. Thomas (39:05):
to do, the the easiest, most straightforward
way to, to use Breeze right nowtoday is have a conversation
with it. Okay? So you're on acontact record. You click that
Breeze Copilot button, and Iwant you to say something like,
give me a summary of ourrelationship with this customer
or give me a summary of thiscustomer. Bam.
Just like that, you've got AIpowered insights that would have
(39:26):
taken, I don't know, twentyminutes, thirty minutes, forty
minutes to compile manually.Like, I've got an example. Okay.
We'll just call this guy hisname Tom. And I literally did
the thing that I just told youto do.
And it says Tom faces severalhurdles primarily around data
management and partneronboarding. They struggle with
(39:46):
accessing partner intake data,which leads to inefficiencies
and have concerns about the costeffectiveness of the operations
hub for data cleaning. Tom alsoexpressed frustrations with
confusing placement of themeeting scheduler in HubSpot.
These it's based onconversations that are being, at
by the way, how did that magichappen? Because we have Evoma
(40:09):
that takes notes that goes intoour HubSpot notes.
It looks at the notes. And sowhen it's summarizing,
conversations and context aredata. And so because the Evoma
notes goes into the HubSpot andbecause I wanna ask it a
question, then all of a sudden,I get the context of the
conversation summarize. Ladiesand gentlemen, just have a dang
(40:30):
conversation with Copilot andask it the questions that you're
curious about that you used tohave. Here's the funny thing.
One of the things that we loveto teach is how to be a, how to
be a Sherlock Holmes of yourportal, how to be a sleuth.
Guess who can be a great sleuth?Copilot can be a great sleuth
for you when you're trying tofigure things out. Just have a
(40:51):
dang conversation. That's that'sthe easiest way to start.
Chad Hohn (40:54):
Voma's pretty good. I like how it associates all of
the stuff to the correctrecords, and it has connections
to your HubSpot while you're inthe meeting. And even from
inside of Zoom Yeah. You canopen the Evoma app and utilize
Evoma. And between that andbeing able to have, like,
(41:16):
specialized triggeredsegmentation based on certain
trigger words, man, that suckeris pretty slick.
Like, there's even a world whereyou could create specific action
items that might go to specificcustomers' lists in your ClickUp
based on certain words that youmight want to say. Yep. Yep.
Some pretty crazy stuff that youcould do with it. It's got a
(41:37):
really, really unique way ofdoing its stuff.
George B. Thomas (41:40):
We should probably do an Evoma episode in
the future and see if we can getsomebody from Evoma to come
beyond the show. Yeah. Buthere's but here's the thing. The
the fact that it just can takethat conversational contact data
and
Chad Hohn (41:53):
get it to the right humans in HubSpot.
George B. Thomas (41:55):
Put it in the right human contact or, you
know, record. And now all of asudden, that magic that I just
expressed can happen across allof the people that you're trying
to work from a service rep, asales rep. Like, imagine asking
it, like, can based on thelatest, information we have, can
you give me the sentiment ofthis human right now? This human
is pissed at you right now. Oh,let let me fix that.
Max Cohen (42:18):
There's also too, like, yeah. So I just did
exactly what you said, George.Isn't I wanna actually find your
contact record, you know, and II said, give me a summary here.
And, you know, it's so neatbecause not only is it, like
yeah. It's giving that textsummary.
Right? But it's also, like,highlighting things that are,
like, really important to me.And it even, like, gives you,
(42:40):
like, in the chat, like, theseboxes that'll say, oh, here's
the last 10 engagements. Here's,you know, the deals. Here's some
tickets like that were openedup.
And then you can, like,summarize that stuff, you know,
instead of going into thatrecord and, like, wasting time,
like, listening to a call or oror reading through a lengthy
email chain. Like, I can't tellyou how many times I have to
(43:02):
freaking scroll down a giantemail thread to, like, follow a
conversation and how brutal thatis. You know You
George B. Thomas (43:09):
know what I mean? That? No. No. What's that?
No. What's that? There we go.
Max Cohen (43:16):
That's what I say. But, like, what's really neat
too is, like, you know, goingback to that thing where, like,
I didn't really know, like, whatwas possible here. It's, like,
there's literally a button onthe bottom that says prompts.
And, like, you can see Yes. Youknow, what it can actually do
and get a good, like,understanding of that.
You know? Yeah. Like, I don'twanna craft a LinkedIn article.
(43:36):
I mean, I don't know what I'm Idon't know how but I don't know
if this is, yeah, this isn'trelevant to the conversation I'm
having with you here on thething, but, you know, it's just
it's being able to, like therethere is timelines get long.
Right?
Like, you'd be surprised howquickly things add up when
you've got a customer you'vebeen working with for a year.
Right? And, like, just imagine,like, what we were doing before
(43:58):
this. We were scrolling andscrolling and filtering and
scrolling and opening up threadsof emails
Chad Hohn (44:04):
and scanning and collapsing. That from September.
Yeah.
Max Cohen (44:07):
I gotta go
Chad Hohn (44:08):
look into the September's and
Max Cohen (44:10):
figure it out. But it's like, you know, like, if if
I could if I I could probablycome in here and just be like,
can you tell me the last time Italked to Dax, Dax Miller.
Right? And, like, I'm on yourcode your your contact record
here, and I think it'll probablygo and just, like, find, you
(44:31):
know, some other stuff. Yeah.
Like, you know, I it's so it's Idon't even have to, like
George B. Thomas (44:35):
Real time,
Max Cohen (44:36):
my boss. So much better than, like, hit the
search bar, find the con like,type the contacts so you can
find the contacts, go into thecontact, open up the things,
filter out all the junk. Like,it's it's just this beautiful
new way to just interact withthis treasure trove of data you
have in your CRM.
George B. Thomas (44:53):
It's
Max Cohen (44:53):
so much what your chat
Chad Hohn (44:54):
spot was.
Max Cohen (44:55):
I might start here more often now just, like,
knowing this. Like, it's socool.
George B. Thomas (45:00):
That's another good tactical way to just start
with Copilot.
Max Cohen (45:03):
You know?
George B. Thomas (45:04):
Just just talk to first. Yes. Have a
conversation. Yeah.
Chad Hohn (45:08):
Well, it's getting better and better. Like, before,
I think the thing that weirdedpeople out about chat spot and
about also still Copilot in somescenarios is, like, the
prompting. Like, it is very itwas very prompt engineered at
the beginning. It, like, it justhad a brain fart if you didn't
use a prompt. Like, it justcouldn't do it.
Right? And
Liz Moorhead (45:27):
Mhmm.
Chad Hohn (45:27):
It's getting better at handling and understanding
your request. And then it's, youknow, so it's just more like
talk talking to an open an LOMmodel. Right? Right. It's just
more like talking to that thanit ever used to be.
So it's getting better andbetter at that. So it's being
more like because people havejust gotten used to talking to
(45:48):
their AI assistants like ahuman. Hey. Can you help me do
this thing, or is this possibleor whatever? Right?
Yeah. Anyway, no. I I'll lovethat.
Liz Moorhead (45:59):
George, I'd like you to think about some of the
problems that you've seen, youknow, clients struggle with the
most across their HubSpotportals. When you think about
Breeze Copilot and what are someof the real world examples in
which ways this can be instantlydeployed to solve some of the
most common problems thatthey're running into?
George B. Thomas (46:16):
And, again, the the problems can can they
just continue to be theproblems. Like, there's you
probably don't have a list forthat. You can use, AI, Breeze,
to now create lists. There'sliterally a a a beta that's out
there that you this is the listthat I'd like to create, and
(46:36):
it'll help you create. Becausepeople get, bogged down in the
trenches of what filter should Ido to do this thing.
And, again, it's only gonna getbetter. For me, the other thing
is, like, we're we're sittinghere, Liz. We're talking about
having a conversation. The funnything about a conversation is a
two sided conversation. There'ssomebody speaking and there's
somebody listening.
(46:57):
And so a a lot of this is theconversation around, well, like,
just go have a conversation,speak to Copilot. But what if
you could really lean into whatI preach all the time, and
that's wrap Hub Spot around yourbusiness. And and what if you
have custom properties, butyou're having Breeze, then pay
attention to these customproperties. How how can you turn
(47:17):
a Breeze or Copilot into alistening agent that's paying
attention to the the customparts of right? And so what am I
talking about?
Well, quit trying to slam yourbusiness into a SaaS software
and use HubSpot to wrap itaround your business. Use
Copilot and Breeze to helplisten to what you're wrapping
around there. Like, workflows AIis by the way, I love that it we
(47:42):
can just call it Breeze, but yougotta get specific. Like, AI is
in workflows. AI is in list.
AI is in social media. Like,it's it's a it's going to be if
it isn't already across everypiece of the platform. And so,
again, I go back to what I saidearlier. Like, catching up is
gonna be real difficult. But,like, taking little steps every
(48:04):
single day, havingconversations, playing with it
like Max said, getting betas,testing.
Like, this again, to to go inthe vein of the question you
asked, the knowledge gap. That'sbeen a problem that every
HubSpot user has faced. Okay. Sohow can we use Breeze to
actually fix the knowledge gap?So that there's just so many
(48:27):
ways.
Liz Moorhead (48:27):
I love that. Well, I know we've covered a lot of
ground today, George. And as wejoked earlier, Max, Chad, and I,
not great at landing planes, notgreat at ending podcasts,
especially when we lack yoursupervision. So I'd love for you
to help us bring thisconversation home today. Talk to
me about if there's one thingour listeners walk away from
(48:48):
today's episode, what should itbe and why?
George B. Thomas (48:50):
Yeah. And, again, I kind of alluded to this
at the beginning of the episode,but I I hope you realize that
Breeze isn't just another tool.
Max Cohen (48:57):
Yeah.
George B. Thomas (48:57):
That HubSpot kinda threw in there. It it
literally can be your partner ingrowth. My hopes is that you
don't get overwhelmed thinkingthat you need to understand
everything about AI or implementeverything at once. My hopes
after this episode is that youstart small, focus on one area
where you're spending too muchtime on routine tasks, and and
(49:18):
let Breeze or the AI element ofBreeze in that area help you
work smarter, not harder. Thethe the real takeaway that I
think everybody needs to kind ofwake up and understand is Breeze
represents a fundamental shiftin how we approach business
operations and use HubSpot ingeneral.
(49:41):
Mhmm. It's not just aboutautomating individual tasks.
It's about creating intelligentoperational ecosystems where us
as human experts, and the AIcapabilities, they work together
and they amplify each other. Thereal power for HubSpot users
moving forward is gonna be inthe understanding that they are
(50:04):
the conductor of the orchestrathat is all of the Breeze
components, copilot agents,intelligence, to create these
future sophisticated selfimproving, processes that help
drive your business growth.That's the takeaway that I would
want them to have.
Liz Moorhead (50:24):
I love that. Well, guys
Max Cohen (50:25):
Can I just tell you something I did really quick
with Copilot? I just asked it
George B. Thomas (50:29):
to Max.
Max Cohen (50:30):
I just asked it well, I think this is also something
you should take away. Yeah. Ijust asked it to explain custom
events to me like I was a fiveyear old. Alright? That's
awesome.
And it literally just said,imagine you're playing with
blocks and you wanna count everytime you stack a red block on
top of a blue block. A customevent in HubSpot is like setting
up a special tracker that cancount these stacking actions. It
(50:51):
can help you see how many timesyou did this special thing, like
stacking your blocks, so you cantell your friends how many times
you did it. In HubSpot, a customevent like you track special
actions on your website or withyour business that are important
to you just like counting howmany times you stack those
blocks. For more details, youcan check this link.
Like, sometimes you don't wannahave to just search for a
knowledge base article.
George B. Thomas (51:11):
Yeah.
Max Cohen (51:11):
And you need like, the fact that we can get HubSpot
to explain itself in very simpleterms is crazy now. You know
what I mean? Like, notice thatit didn't just send me to a an
academy video.
George B. Thomas (51:23):
Article to figure it out.
Max Cohen (51:24):
Just send me to an article. Right? Which is, like,
what a basic chatbot would do.Right? It literally explained
itself.
George B. Thomas (51:33):
Dude, where where where
Max Cohen (51:34):
hold on. HubSpot can literally explain itself to you.
Yeah. Today brain
Liz Moorhead (51:39):
is naming itself a brain.
George B. Thomas (51:41):
Make no mistake. Every knowledge
article, every piece every pieceof content HubSpot has ever made
is part of the brain behind whatyou see. Like, they have the
context. They have theconversation. They've been
creating the content.
Like and now that's on whateverdrug of choice you wanna put in
(52:02):
this sentence that I'm not gonnause because they can now use AI
and conversational language toYep. And what did I say? What
did I say? I said, bridge theknowledge gap. And what did Max
Go do?
Hey. For tonight. This reallycomplex thing historically in a
really simple way, please. Okay,hub heroes. We've reached the
(52:26):
end of another episode.
Will Lord Lack continue to loomover the community, or will we
be able to defeat him in thenext episode of the Hub Heroes
podcast? Make sure you tune inand find out in the next
episode. Make sure you head overto the hubheroes.com to get the
latest episodes and become partof the league of heroes. FYI, if
(52:49):
you're part of the league ofheroes, you'll get the show
notes right in your inbox, andthey come with some hidden power
up potential as well. Make sureyou share this podcast with a
friend.
Leave a review if you like whatyou're listening to, and use the
hashtag, hashtag hub eurospodcast on any of the socials,
and let us know what strategyconversation you'd like to
(53:10):
listen into next. Until nexttime, when we meet and combine
our forces, remember to be ahappy, helpful, humble human,
and, of course, always belooking for a way to be
someone's hero.
Do you live in a world filled with corporate data? Are
you plagued by siloeddepartments? Are your lackluster
growth strategies demolishingyour chances for success? Are
you held captive by the evilmenace Lord Lack? Lack of time,
lack of strategy, and lack ofthe most important and powerful
(00:24):
tool in your superhero toolbelt, knowledge.
Never fear, hub heroes. Getready to don your cape and mask,
move into action, and become thehub hero your organization
needs. Tune in each week to jointhe league of extraordinary
inbound heroes as we help youeducate, empower, and execute.
(00:50):
Hub heroes, it's time to uniteand activate your powers.
Liz Moorhead (00:55):
Well, gentlemen.
Max Cohen (00:57):
Well.
Liz Moorhead (00:58):
We have some business to attend to before we
get into today's topic today.
George B. Thomas (01:01):
Uh-oh. What's that?
Liz Moorhead (01:03):
No. Get excited, guys. Guess what today?
George B. Thomas (01:05):
Tell me about it. What's happening?
Liz Moorhead (01:06):
Guess it is.
George B. Thomas (01:07):
Guess it is. Oh, I know what this is.
Liz Moorhead (01:09):
This is our hundredth episode of hub heroes.
Max Cohen (01:12):
That's insane.
Liz Moorhead (01:13):
One hundo. Yeah. That's in the living room in our
black studio audience. But,George, I gotta ask you. Since
this was Hub Heroes was yourbaby, your brain baby.
We're we're a hundred episodesinto this. How do you feel about
that, bud?
George B. Thomas (01:35):
First of all, I can't believe it. It I don't
know where the time went. Secondof all, they grow up so fast. I
I mean, just dang gone. Youknow, I when I started, this
podcast, I didn't really everplan on stopping, so I knew we'd
get here at some point.
But, man, there's just we'vedone so much. We've talked to so
(01:57):
many people. So I guess toanswer your question, proud papa
moment. Proud papa of the babyhub heroes. Yeah.
Yeah.
Liz Moorhead (02:06):
Max, what's your favorite memory from these past
hundred episodes or favoritememories? I know there are so
many to choose from.
George B. Thomas (02:13):
I think it was the egg episode. I think he
really That was
Liz Moorhead (02:16):
the man. Of the egg episode. Yeah.
Max Cohen (02:18):
The egg episode was crazy. When Max
Liz Moorhead (02:21):
and I couldn't land the plane and figure out
how to end the podcast.
George B. Thomas (02:25):
Yeah. That was great. Maybe the snacks episode.
That was a good one.
Liz Moorhead (02:30):
Oh, the drumming content episode, Max, was tight.
Max Cohen (02:34):
Unreal. I don't know. I just remember well, I think,
honestly, it was this is gonnasound cheesy. Liz, it was the
moment you hopped on, and, like,it felt real. Hold on.
But that very first episode thatwe did, where it wasn't just me,
Devon, and George screaming ateach other. And, like, you you
(02:54):
you came in and, like, there wasan outline. There was a there
was a discussion. It was thecats were very herded. Like
George B. Thomas (03:06):
Yes. Yes.
Max Cohen (03:06):
We were. I remember I I don't I think I definitely
either sent the text or theSlack or whatever, and I was
like, this feels way differentnow. You know what I mean? In,
like, the best way. Oh.
So it was probably moment. Yeah.It felt way more professional at
that point. You know? Mhmm.
You know, that was that wascool. See, I was that. And I
(03:27):
think also it's just, like,George, I just remember you, me,
and Devin, like, you know,sending LinkedIn messages to
each other, like, initially. Andwe were just like, this this is
it. This is it.
This is gonna be sick. Let'slet's make it happen. And then
just that very first time Iheard, like, the in a world,
(03:49):
like and, you know, you had thatthing done and you In a world.
You did the you did thesuperhero, like, you know,
cartoons and everything. It'sjust, like, seeing it all come
together has been, like, reallycool.
Liz Moorhead (04:00):
I gotta say one of my favorite memories though, and
it is a recent one, is when Igotta be honest. It was last
week's episode when we unleashedChad, when we unleashed the the
the giga nerd Chad. And just,like, watching George and Max
just, like, lose their minds.The ability to we like, the
(04:21):
ability now we have to, like, goto a different descending level
of nerd when it comes toHubSpot. Like, that
George B. Thomas (04:29):
so exciting.
Liz Moorhead (04:30):
Really excited me. Like, that was really fun to me.
Because now I get to ask theseopen ended questions. I'm like,
I have no idea where we're gonnago. I don't know where this
crazy train is going to end up.
I know there will be a creepyglowing printer in
George B. Thomas (04:42):
the background changing
Liz Moorhead (04:43):
colors depending on
Chad Hohn (04:43):
its mood. Yeah.
Liz Moorhead (04:43):
But, otherwise, yeah, it's depending on its
mood. Yeah. But, otherwise,yeah, it's just it's so great.
Especially after, you know, ifyou join us in the community for
the live recordings, Chad is notnew to you. Chad is not new
because some of my favoritememories are, yes, it's it's the
OG crew, but, like, Chad just,like, dropping knowledge bombs
(05:04):
in the in the channel.
Just, like, my guy. It's just sogreat to have you here.
George B. Thomas (05:09):
Yeah. Yeah. To see it's good to be here. And
not just your text across a ablack screen is beautiful.
Liz Moorhead (05:16):
I love that. Yeah. George, what are your favorite
memories?
George B. Thomas (05:21):
Oh, yeah. There's so many. Gosh. Like, I I
I don't even I my brain goesimmediately, like, Kyle Jepsen,
Jack Cooper Smith.
Liz Moorhead (05:32):
Our guest, and then
George B. Thomas (05:33):
we'll never do that. Yeah. Like and so I could
keep listening. I'm like, butthe guests that have come along
the way and joined us have madefor some pretty magical moments.
Yeah.
Yeah. I I would say the guests.
Liz Moorhead (05:48):
Yeah. Chad, what are you hoping for the next
hundred?
Chad Hohn (05:50):
For the next hundred. You know, I mean, just to
continue, not more of the thesame, but more of the same idea,
more of the same concept. Right?Being able to, you know, just
chat about things that arerelevant for the day for where
HubSpot is right now, where we'dlike to see it go, you know, and
where it's come from too.Because, like, it's you know,
(06:13):
you can't know where you'regoing unless you know where
you've been.
And I think a lot of peoplecoming into HubSpot, run into,
like, a limitation with it insome capacity, and they're like,
George B. Thomas (06:23):
so frustrating. You know?
Chad Hohn (06:24):
But, like, man, just think about where you came. And
if you know where you came andhow short of a period of time
that it did that, you know thatthe future could be bright. But
if you don't have that context,I think, you know, that's a
little little frustrating. And Ithink, you know, coming into
this, like, you know, havingmemories and all that, I like
it. My memories are, yes, fromthe audience standpoint, but,
(06:46):
man, I remember one time whenyou guys were talking about
marketing, like, digitalmarketing and people sending
text messages to your phoneunconsensually, and Devin, like,
just about lost his stuff, man.
Like, that would do.
George B. Thomas (07:00):
That hasn't been happening at all during,
you know, voting time.
Chad Hohn (07:04):
I haven't been Right. Exactly. Random. Yes.
Liz Moorhead (07:07):
I voted early.
Max Cohen (07:08):
Kamala will be hitting me up like crazy. Oh my
god.
George B. Thomas (07:12):
We're like besties. At least that's what my
phone would say, but my god.
Liz Moorhead (07:18):
I think some of my favorite memories are George, I
gotta admit, some of our, like,off the cuff fireside chats we
throw we've thrown out over thepast couple years. Like, we've
had some good ones. We've talkedabout AI. We've talked about
content. Just, like, the timeswhen you and I just hopped on
the mic, and we're just like,you know what?
We need to talk about a biggertopic. Just you and me just
(07:38):
hanging out.
Max Cohen (07:39):
Those are
Liz Moorhead (07:39):
I've always really loved those conversations.
George B. Thomas (07:41):
Those are those are fun. I it's funny,
Liz. You asked, Chad, like,what's he looking forward to in
the next hundred. For me and Ithink that's why, like, I get
excited because Mac's here.You're here.
Chad here. I'm here. And I justthink that that the next hundred
episodes, this just o two or twozero one or three zero one level
(08:04):
Mhmm. Of stuff that we cancreate. You know, we've got a a
hundred one zero one baselineHubSpot content sales service
marketing stuff.
Now we can just take it to thenext level and be like, hey.
Well, if you can go back to thisepisode, but today, we're gonna
talk about bam. And then reallyMhmm. I'm I'm excited about
that.
Liz Moorhead (08:24):
And today's bam. Thank you for that beautiful
setup there, George.
George B. Thomas (08:27):
You like that?
Liz Moorhead (08:28):
Are we ready for today's bam?
George B. Thomas (08:31):
I'm ready. I'm I'm not sure if the
Intro (08:33):
humans are
Liz Moorhead (08:34):
ready or not.
Chad Hohn (08:35):
There we go. Man, I forgot to say that was my
favorite part is the episodeswith the humans. Yeah.
George B. Thomas (08:40):
Well, he
Liz Moorhead (08:40):
can't do that because then he'll he'll know to
say it immediately, and then itdoesn't count. Like, it doesn't
count. It's
George B. Thomas (08:46):
gotta be like an off the cuff humans. And then
it then it's we keep score onthose. So
Liz Moorhead (08:52):
I love that. It. Well, we are a few weeks out now
a few weeks out. Jeez. Over amonth now out from inbound,
which is, you know, we tie we'vehad time for the dust to settle,
the products to kinda getsettled in.
And today, I want us to do adeep dive on the new AI tool
Breeze, which they introduced atinbound twenty four. And it's
(09:13):
supposed to help all teams worksmarter and accomplish tasks
faster, but, like, I wanna startwith you, George, really quick
before we get into today'stopic. Can you give us an
explain it like I'm five answerof what AI Breeze is in the
HubSpot ecosystem?
George B. Thomas (09:29):
Yeah. I mean and and first of all, I hope
that for many of the listenersthat this might be a light bulb
moment this episode, afterlistening or watching this
episode that, hopefully, youknow nothing will be the same
ever again.
Liz Moorhead (09:42):
No. No big lofty goals here. Yeah.
George B. Thomas (09:44):
Yeah. No. I mean, it like, it's time for
people to wake up with AI intheir daily workflows. And, yes,
that is a pun too, podcast thatwe do, and I did
Liz Moorhead (09:52):
that on the podcast. Nice marketing there,
bud.
George B. Thomas (09:54):
How I I did that? And if you haven't checked
that wake up with AI, you gottado that. But but listen. We've
we've all been there for years.Like, we're drowning in task.
We feel like there isn't enoughhours in the day, and we're
Mhmm. Wondering how we're gonnaget all the stuff done. And,
Liz, what I like about BreezeAI, it's transformed how I think
(10:15):
about what's possible in a day.And and I'm gonna get into some
kind of nerdy stuff later that Iactually went through this
morning as I woke up with AI andgot an email. Because here's
what I'll say before I go intojust the generalities of what it
is, is it's always gonna begrowing.
Chad, before we, hit the recordbutton, we are in the green room
(10:36):
waiting for, you, and Max toshow up, and we are talking
about the prospecting agent.We're talking about the social
media agent. We're talking aboutthe service agent and all of
these elements that are coming,and there's and there's more
coming. So it'll be built on thebase that right now is Breeze
Copilot, which, by the way, ifyou aren't figuring out how to
(10:56):
communicate with Copilot in somereally unique ways yet, you need
to. Like, going to a contactrecord and starting to have a
conversation with Copilot aboutthe contact record.
Get some nerds, Stephanie. Iknow. Okay. So Breeze Copilot.
Liz Moorhead (11:09):
Just tell us
George B. Thomas (11:09):
what it is. There's Breeze Intelligence,
which can enrich your data, andthen there's the, like, the
agents side of it. Right? Isthat, like, Copilot
intelligence, agent side of it?But it's all in HubSpot.
It's data enriched. Anyway,we'll we'll get into the nerdy
stuff. It's hard for me not toget into the nerdy stuff.
Liz Moorhead (11:30):
I understand, but that's why we have a whole
episode dedicated to thisbeautiful topic. But that's
where we start talking aboutthese things. Right? Like,
they're when we think about thepower and capacity of these
tools, it is very easy toimmediately jump into tactics.
These are all of the cool thingsthat you can do with it.
But, George, you and I know thisfrom what the way we talk about
stuff with clients. Right?Before you can start getting
(11:53):
your hands messy with all thepaints and the crayons and the
stickers and the color like,before you can actually start
building stuff out doing things,you have to have the right
mindset about something. Onceyou have the right mindset, then
you can build your strategy. Andthen once you have your
strategy, then you get to getinto the fun tactics that help
bring that strategy to life.
(12:14):
And so that's really theconversation we're gonna be
having about today because thereis a lot of excitement, right,
about these AI powered toolswith Breeze and with Copilot. We
have all of these differentamazing things that are at
disposal. But as many of ourprevious episodes have
illuminated for us, like,there's a lot of confusion. You
can easily trip into overwhelm,or maybe you don't overwhelm,
(12:37):
but you just start getting waytoo in the weeds with it. So
we're gonna take step back.
Right? We're gonna start withour mindsets. And, actually,
Chad, I'd love to talk to youfirst about this question. And
then George and Max, I wannahear from you as well. When we
hear when we think aboutbusiness leaders and teams who
are just getting started withBreeze or Copilot, what are the
(12:58):
essential mindsets they need toembrace in order to not only use
it correctly, but also to usethese tools to their fullest
potential?
Chad Hohn (13:06):
Mhmm. Yeah. I mean, with Breeze and AI, I think, you
know, the mindset is is beingopen minded, you know, for me.
Like, being open minded with,you know, that it's still in
process. It's still being built.
It's still in development.They're still weaving it into
the fabric of HubSpot becausethere's, I think there's a
difference between a generalizedsolution for AI and then a
(13:29):
customer platform CRM integratedsolution for AI because it has a
little bit more nuance of, like,where is it gonna pull
information from in your CRM? Doyou want that information right
now? You know? Or are you justkind of, like, asking a general
question to your AI?
So, like, being open minded andthen allowing your team to also
(13:51):
be open in using it, testing it,playing with it, making sure
they know it's there becausepeople, like, your your team is
not gonna go unless they're, youknow, inquisitive. Right? But
they're typically got a job todo, and they're not gonna go
dinking around in HubSpotlooking for extra buttons to
waste time with because theydon't have time. They they, you
(14:14):
know, it hasn't become a forcemultiplier for them unless
you've built it into yourprocess. Right?
And so once you've built AI intoyour process, then it can
possibly become a forcemultiplier that will allow them
to help build their day or dotheir day faster or save them
time from having to go research,you know, company websites and
(14:35):
things like that. I mean, yeah.I think that's that's, like, a
mindset being open minded withit, right, is, I think, a good
place and and making sure peopleknow that it exists. And if it
doesn't do what they want it to,well, check back again soon
because it's gonna keepchanging. Right?
Max Cohen (14:50):
Mhmm.
Chad Hohn (14:50):
Yes. Check back again soon.
Max Cohen (14:53):
I'd I'd say yeah. I mean, definitely be open minded
to it because a lot of peoplecan be scared of it. Right? I
would also say don't, don't lookat it as, like, an easy button
in a way to find shortcuts.Right?
You know, like, a good exampleof that would be just, you know,
I'm a BDR writing a ton ofemails every day. Don't just,
(15:15):
like, AI every single one ofyour emails and send it out the
door without looking at it.Right? Because then Right. My
inbox is a perfect, you know,graveyard of that.
Right? And and and and seeingfolks, you know, not really
think too much about it and justgo, oh, if I can get x volume of
emails out the door, I'm somehowgonna become a better
salesperson. You know, I'd I'dI'd also like sure. I think
(15:37):
there's plenty of ways where youcan look at it, to help you do
more today, but I think alsohelp increase the quality of
what you do, even if it's not,like, necessarily a time saving
exercise. Like, I'll see salesreps just send out emails that
are just, like, you know,riddled with bad punctuation
(15:58):
and, like, you know, too shortto the point where it's, like,
oh, you don't really care.
You're just trying to, like, youknow, get me to buy something.
You know, and and sometimesthose emails could use a little
bit of a rewrite. Even if youdid write the first pass
yourself, maybe there might be amore eloquent, punctual and
grammar. Woah. Okay.
Sorry. Audrey just went facefirst into the door somehow. Oh,
(16:22):
no. Dang. Yeah.
I mean, there's you know, cleanup the quality, I guess, of the
emails you're sending out andand use it that way instead of
just, you know, oh, havesomething else write it for me.
Right? But I think, you know, inthe in the bigger picture when
it comes to HubSpot, users, I'dsay the one thing is, like, keep
(16:44):
watching it. Like, this is thevery, it's cool now. Yeah.
Imagine what this is gonna belike in a year. Right? Like,
this is literally just, youknow, the the very first,
cohesive and organized step intoa very real AI product inside of
(17:05):
HubSpot that is one thing versusa bunch of random features where
Liz Moorhead (17:09):
Right.
Max Cohen (17:10):
Different product teams kinda took a
George B. Thomas (17:11):
stab at it. Right?
Max Cohen (17:12):
So Yeah. You know, keep a close eye on it and watch
how this things evolve thisthing evolves, and I think it'll
happen a lot quicker than youthink it's gonna. Yeah. It's
gonna be
Chad Hohn (17:22):
sick. It'll ever be. Right?
Max Cohen (17:23):
It is literally the worst it'll ever be, and it's
pretty sweet right now. Right?
George B. Thomas (17:27):
Yeah.
Max Cohen (17:27):
And then I'd say just look for ways that you can use
it to, like, create leveragewhere you don't have it in your
business. Right? So, like, youknow, why is the customer agent
great? It's like, well, I mean,the customer agent is probably
better than nothing if you don'thave any, like, dedicated
customer service staff or, like,you know, someone is the is just
kinda handling it, but they havea different job. Like, think of
it how you can kind of, like,supplement the gaps in your
(17:48):
current business to leveragemore of HubSpot by using things
like the customer agent andstuff like that and even the
sales agent or whatever it'scalled in the camera,
prospecting agent.
Right?
George B. Thomas (17:59):
Mhmm.
Max Cohen (18:00):
That'll never be a replacement for an actual human
being. Right? But, you know,could it be a great stop gap in
between, and then they canleverage it in a way that helps
them out when you do hire thatperson?
George B. Thomas (18:10):
Yeah. Yeah. So So I definitely wanna double
click on, what Max said as faras the test it again. I had an
opportunity this morning to testit again, and I'm gonna be
completely honest because I canbe, and I've never been a
HubSpot Homer. When the firstcontent beta, you know, creation
came out, I was like, nope.
Nope. I can do much further,much faster with ChatGPT and
(18:34):
Claude, and so I'll justcontinue to do my content
assisting there. But thismorning, I had an opportunity,
got unlocked for the socialmedia beta, agent, and it had me
go back through and reset up myvoice and tone of sidekick
strategies. And I was like, oh,somebody's grown up a little
(18:55):
bit.
Liz Moorhead (18:56):
Have they moved away from the one line of voice
and tone?
George B. Thomas (18:59):
Yes. Yes.
Liz Moorhead (19:00):
Thank you.
George B. Thomas (19:00):
So I was able to I was I I was able to upload
an entire document, to it togive it the voice and tone. Liz,
which
Liz Moorhead (19:09):
I did share with you. Morning.
George B. Thomas (19:10):
Yeah. That's the Slack I sent you of, like,
this is the document thatHubSpot now knows about us. And
and so what's fun is, yes, oneof the mindsets is for sure.
Like, if you have messed aroundwith it, mess around with it
again. And it's funny.
You take time to actually, airquotes waste time to play around
with Copilot and the differentthings you can do. Because if
(19:32):
you waste time to save time,then that's okay. I'm giving you
permission to do that. Nowhere's what I want you to think
about, though. I want you tothink about a triangle because I
think there's this, like,success mindset triangle that we
can start to pay attention to asHubSpot users.
And what I mean by that isthere's three key things I wanna
hit upon that are yes ands inaddition to what Chad and Max
(19:53):
said. The first one is you haveto think about, especially
HubSpot AI or Breeze AI. AI isyour ally. K? I'm tired of
saying it, but I'm gonna say itover and over again.
Quit worrying about AI takingyour job. Quit worrying about AI
doing all the things that youcan do. It's not it doesn't have
your level of creativity. You'rethe human powering it. It's the
AI assisting you, so you have tohave this mindset of AI is your
(20:14):
ally.
Don't be scared of it. Get inthere. Use it. Test it. Like,
see how far you can push it.
So that's the first thing that Iwanna say. The other thing is,
AI, people look at it. It's likethis big, huge, humongous thing.
Second mindset I want you to do,especially in HubSpot with
Breeze AI, is start small to winbig. Like, go in there and just
see what Copilot can do.
(20:35):
Like, the fact that you can gointo a contact record, hit that
top little drop down, andsummarize a contact or summarize
a company, it's small, but youcan see big wins. I'll talk
about that in a little bit lateron this episode because I
literally have a real human usecase where we did that. And the
next thing that I want you tothink about in this triangle is
it's data first mindset. Andwhen I say data first mindset
(20:58):
because your HubSpot userslisten to this, I'm not talking
about your custom properties.Well, I am.
But I'm also talking about everyother piece of data that you
have. And by the way,conversations are data. Context
is data. Teaching your toolswhat it needs to learn is data.
And so, again, like, data first.
Okay. When I'm setting up mysocial media agent, what are my
(21:19):
products? What are my services?What are the topics that I wanna
be known for? What are thewhat's the brand content that I
wanted to actually be payingattention?
Like, what is the data, thecontext, and the conversations
that need to be in there for itto by the way, the activity feed
is data. The reason I cansummarize a contact or a
company, activity feed, data,properties, act like, so data
(21:43):
first, start small to win big,and AI is your ally. That's the
triangle that I definitely wantyou to think about as you step
in here and move forward.
Liz Moorhead (21:51):
I would say the big one for me before, George,
you're not off the hot seat yetbecause I have a specific
question for you. But one of thethings I would think about from
a mindset perspective is, youknow, it goes back to what we
talked about with content, and Ithink it's just true of AI
overall, which is it is yourassistant, not your replacement.
And the moment you're looking toit the moment you were looking
(22:11):
to any of these tools to be areplacement for your brain to be
the architect of your ownstrategy, it is the moment
you're you're gonna have a badtime. So I I that's always
something I like to throw outthere. It's just these are
assistants.
These are copilots literally inthe title, not the pilot. So I
just always like to
George B. Thomas (22:30):
think
Liz Moorhead (22:30):
of it that way. But, George, there is also a lot
of hype around AI. There's a lotof uncertainty. Right? So when
you think about the biggestmyths around tools like Breeze
or Copilot that you believeteams that that you believe
teams and leaders shouldoutright ignore, what would they
be?
George B. Thomas (22:46):
I I mean, a myth for me, and I think that
for some reason people fall preyto this, is that, AI is
complicated. And especially ifwe think about who might be
listening to this podcast, itmight even go to the level of AI
is too complicated for my smallbusiness. Please trust me that
AI is not complicated. And ifyou say that you have a small
(23:09):
business, which by the way, Idon't even believe that there's
necessarily a such thing as asmall business. It's just a
business that has the potentialto grow into something bigger
and better, whatever that is foryou and what you want it to be.
If you can use Facebook, if youcan use email, guess what? You
can use HubSpot Breeze. Like,HubSpot has made it so intuitive
(23:30):
that you don't need a degree incomputer science. You don't need
to be this prompt engineer or orhave, like, a a bunch of tech
experts. Right?
So the myth that I'll start thisout with is it's not
complicated, and it's not toocomplicated for your small
business.
Liz Moorhead (23:47):
I love that for us. Are we ready to journey into
strategy land? Are we ready toactually start talking about
tactics? Let you out of the
George B. Thomas (23:54):
Yeah. I guess.
Max Cohen (23:54):
Yeah. Sure.
Liz Moorhead (23:56):
Alright. So I wanna start strategically,
though. When we think about asmall team, how can they start
using Breeze and Copilot in waysthat make a big difference
without adding too much ofGeorge's least favorite thing,
and that's complexity? What arewe looking at here?
Max Cohen (24:10):
Yeah. I mean, I I I look at it the same way. I would
just say how how is thatdifferent how are how are those
different parts of the team evenjust, like, using HubSpot.
Right? Like, when you're firstgetting started, it's all about
saying, like, hey, you know, thethings that are making team
number one's life more difficultare the not the same things that
are making team number two'slife more difficult.
(24:31):
Right? So it makes it it itmakes it really hard to kind of
give a blanket prescription,across the board. Right? So, you
know, it's all about coming downand saying, like, hey, what is
AI gonna solve for? Well, it'sgonna solve for a lot of
different things.
It can make you more efficient.It can, you know, give your team
a lot more leverage. It can helpyou do things faster, like,
whatever it may be. And then itreally kinda comes down to
(24:52):
saying, like, okay. You know,let's say it does those three
things and more.
Right? What are the things thatmake team number one, team
number two, team number three'sdays hard in those regards? And,
like, how can you weave it in?Right? You know, if we were to
look at something specific likeservice teams.
Right? You know? And and, youknow, again, I'm I'm I'm looking
at Breeze not not through therealm of just, like, how can AI
(25:14):
help a team. And some thinking,like, how Breeze, like,
specifically can help a team.Right?
Like when we think about aservice team, one of the most
basic things that's true aboutany service team is that you
want to make sure that they'respending the majority of their
time on the more complex issuesthat actually need their help.
Right? And so why is somethinglike Service Hub great for them?
(25:34):
Well, if you think about it,one, it gives them a place to
stay organized so nothing fallsthrough the cracks. Right?
I mean, that's tickets. Right?It's like, well, how do we make
sure we're not just creating aton of tickets for things that,
you know, people can solve onyour own? Well, that's your
knowledge base. Right?
And your knowledge base isthere. How can we make sure
people are actually getting helpand they like interacting with
the folks that we have? Well,that's the that's the surveys.
(25:56):
Right? But a lot of time, thatknowledge base and that
ticketing system, you know, notonly is it a way to help the
folks stay stay organized withtickets, but that knowledge base
is really there to act as like afirewall.
Right? To really make sure thatmost basic simple requests that
are generally the most highvolume of problems that you're
getting, right, can easily beself solved for somebody. Right?
And it's not because we don'twanna help the people directly.
(26:17):
It's because we wanna make surethat, like, if we're dedicating
resources to, like, a customerservice team that they're
spending their time on the mostimportant things they can spend
their time on, which aregenerally the tougher issues
that can't be solved by aknowledge based article or an
FAQ section or website orsomething like that.
Right? When I started thinkingabout Breeze and how that helps
them, right, one, you know, ifwe look at just, like, raw
(26:39):
communication with yourcustomers, like, sure. Like,
will your emails be better?Would and then you because you
can gussy them up and make themnicer and maybe change the tone
a little bit if you're not thatgreat at, like, communicating
tone on email or text oranything like that. Yeah.
Absolutely. That's great. But,like, when you look at something
like the customer agent, thatdramatically increases the
(26:59):
strength of that firewallbecause that customer agent can
actually talk to somebody.Right? So it's, like, not only
do you have sure.
Here's a myriad of articles andan easy search bar to find the
answer to the question you have.Well, now you have a little bit
of extra intelligence kindabacking that up that actually
understands all that content andcan help people find it and can
understand someone's questionsbetter, right, rather than just,
(27:22):
like, hoping you get theconversation tree correct, like,
in a chatbot. Right? So it's,like, it's adding the strength
to that firewall that, like, aknowledge base really kinda
serves to be to protect customerservice reps from wasting their
time on stuff that they you justdon't need a human being to
solve. Right?
So that's, like, would be onespecific example for me.
Liz Moorhead (27:44):
Chad? Yeah. I mean, at a strategy level. Yeah.
Chad Hohn (27:47):
Yeah. Yeah. At a strategy level. I mean, like, I
I was really, you know, justlistening to Max talk, and and,
I mean, I definitelywholeheartedly agree that, you
know, going in those sorts ofdirections where you're, you
know, making sure that you'reresolving actual issues that
matter to your team, right, andcoming up with strategy that
will help them leverage thesebuilt in tools better and
(28:10):
better. I think, you know, ifyou guys know me, like, I have a
special spot in my heart forcustomer service teams.
Right? And so the the serviceagent is something that I
really, want to make better andbetter and would love a few more
levers even in there to flip to,you know, not just like, ah,
(28:31):
here's articles. Like,hopefully, you can help solve
some problems or something. Youknow? But to, you know, have a
little bit more configurabilityon it to, you know, try and in
certain scenarios, always sendit to a human, and in certain
scenarios, you know, have it tryand resolve problems a little
harder than just one try orwhatever.
(28:53):
Right? But, you know, strategyis just getting in there and and
at least giving it a shot. Anyof these agents that exist, at
least do something with it atleast one time. And even if it
doesn't give you the exactexpected result, do it again
soon because they are alwaysworking on these things, man. I
mean, they're getting better andbetter, you know, the the more
(29:15):
that you're using them.
New features are popping up allthe time, and they're not
announced on the beta's pagelike a lot of other new features
are. They just kind of areshowing up in the agents. And,
you know, as well going back tostrategy, like, keep your ear to
the ground with agent.ai, right,that Dharmesh talked about at
(29:36):
inbound. I mean, I know thatthey're all very not super
useful yet. Like, they're cool,but it's the building blocks,
the underpinnings, just likechat spot was at inbound 23 now
became, you know, Breeze atinbound 24.
Agent AI is in the chat spotposition last time and will be
(30:02):
able to now probably see that atinbound 25 as some sort of fully
fledged workflow builder for AIfunctionality, which will be
just mind blowing to be able tohave, like, you know, these hive
minds that you can, you know,use for certain certain things.
So, I would say with strategy,look to look to what's coming in
(30:25):
the future as with as best of aneducated guess as you can.
Right? And I think agent AI is,like, the architecture for the
future when it comes to HubSpot.
George B. Thomas (30:34):
Yeah. I and I wanna double click on what
Chad's saying because it'salways easier to learn along the
way instead of playing catch up.Oh, yeah. And especially in this
world of AI, playing catch up isnot a viable solution. Like,
again, this is literally why andI'm not trying to promote it,
but this is why we do a dailypodcast called wake up with AI
because catch up no.
(30:55):
Keep up. K? Mhmm. Now, Liz, onthe Beyond Your Default podcast,
and I know I'm I'm not trying todo it, but we talk about energy
vampires on Beyond Your Default,right, all the time. On on this,
what I wanna talk about is timevampires.
Because, Max, I'm doubleclicking into kind of what
you're saying. No matter whatteam you are, you have those
(31:16):
things that are time vampires.It's those repetitive tasks that
you're like, there's got to be abetter way. Like, why the freak
do I do this 2,000 times everyweek? And there is.
Right. And so when you know thatthere is and you know that there
is is Breeze AI and the AI toolsthat HubSpot is creating, then I
think you can start to think of.And by the way, I'm just going
(31:39):
to throw this out. You shouldprobably start to think about,
like, a breeze impact map. Andwhat I mean by a breeze impact
map is actually taking time todo what we all talk about doing
on this podcast, and that'sstrategizing the level in which
you're going to use and howyou're going to use the breeze
tools as you move forward.
And I think you can think aboutthree dimensions. There's
(32:00):
volume, complexity, and businessvalue. If you're paying
attention to volume, complexity,and business value and tying it
back to Breeze and the Breezetools, this starts to allow you
to build out a Breeze impact mapand gives you, again, a
strategy, a method to yourmadness in which you're trying
to do. So, like, first, you'reyou're looking for high volume
but low complexity. These theseare the quick wins.
(32:21):
Maybe it's those daily socialmedia posts. I literally and
I'll hopefully, we get a chancefor me to talk about this, but
us telling Chad setting up thesocial media agent because I can
augment a human to do more post,better post faster. Maybe it's
routine customer servicequestions like we kind of
already alluded to. Right? Thosethose are literally the high
(32:41):
volume, low complexity things.
Then you could start to identifytasks that are data intensive
but repetitive. This is whereBreeze Intelligence really
shines. Like, it's funny. I I dothe super admin training, and we
were talking about data hygienetwo weeks ago. Mhmm.
And one of the, super admins waslike, wow. Breeze Intelligence
(33:01):
doesn't look that expensiveright now. Because we are
talking about the amount of,like, if if a salesperson made
6,000 and you did that times 10and then like, finally, though,
the thing is consider, like, thethe kind of touch multiple
things that touch multipledepartments. Right? Now you can
(33:22):
go into, like, okay.
Here's here's scalingopportunities with with this.
And so I think the beauty ofthis approach is that it works
for everyone, whether you'rejust starting or you're ready to
take Breeze implementation tothe next level, or if you're
sales or if you're marketing, ifyou're service, if you're paying
attention to, like, creatingthis, you know, Breeze impact
(33:42):
map and you're focused on thestrategy based on volume,
complexity, and business value,now you again, you have a place
to start and a place to go.
Liz Moorhead (33:50):
So, George, this is where I wanna jump in with
you again a little bit. Go a bitdeeper. You know, we talk a lot
about the fact that you have tomake a lot of decisions for
yourself in terms of what makesthe most sense for your
organization and your teams. SoSo when we think about our
listeners at home, you know, howare they going to make the best
choices for deciding whereBreeze, Copilot, all of these
different tools fits withintheir current day to day, their
(34:12):
current workflows, their currentstrategies within HubSpot? Are
there certain self reflectionquestions they should be asking
them for themselves, and andwhat should they be looking for
in those answers?
George B. Thomas (34:22):
Yeah. I mean, listen. Part of me just wants to
give you a real simple answerof, like, head over to HubSpot
Academy, watch all the videos sothat you can educate yourself
and know what it actually cando. And then, by the way, test
everything, test everything,test everything, and try it
again, try it again, try it.Like, but here's the thing.
Like, to be honest, I thinkthere's maybe a deeper answer.
(34:45):
And and we all know thatquestions are powerful, and I
think that there's three thatyou can ask yourself. And and,
they just happen to all startwith w. So maybe this is like
the three w framework for, youknow, like, implementing
HubSpot, Breeze. Like, first,where where are your
bottlenecks?
Right? Look at where your teamspends the most time on manual
(35:06):
tasks. What? That's the first w.What specific activities are
eating up their time?
K? That's the question that youhave to ask yourself. The second
why or the second w is why, andand why would automating these
tasks make a difference? If yougotta know the why of the what.
Alright?
So, like, I and I'm not tryingto blow anybody's mind here,
(35:29):
but, like, it's literally thethings that you would ask
yourself around normal thingsthat you've actually been doing
in business, but it's applied tothe specific, thing of this
framework. And so when you startto do that, right, then you
understand, like, Copilot,Breeze Intelligence, the agents.
(35:52):
Chad, you you you called itsomething. I immediately went
to, like, the future borg ofyour HubSpot hub, which is, by
the way, a tricky nerdy, trickystatement. But Yeah.
Like
Chad Hohn (36:03):
Love it.
George B. Thomas (36:05):
Again, when you start to think about the
why, the what, and the who, andthe process, and the people, and
the platform, and the platformbeing specific to Breeze at this
point inside of HubSpot, that'show I think you get started.
Again, paying attention toeverything that we paid
attention before, people,platform, process, problems, the
(36:27):
what, the why, the who, and goover to HubSpot Academy and test
everything. Okay. I'll I'll shutup.
Liz Moorhead (36:33):
I like how you show yourself the door verbally.
It's always I'm always a bigfan.
Chad Hohn (36:37):
Also, he kinda walks towards the store. Yeah.
Liz Moorhead (36:40):
He's
George B. Thomas (36:40):
like, I'm out.
Liz Moorhead (36:41):
Well, that's a rip that's
George B. Thomas (36:42):
because people aren't watching it.
Liz Moorhead (36:43):
And so that's how it works. Physically walks to
the door, which I Yeah.
Chad Hohn (36:46):
It's great.
Liz Moorhead (36:47):
I people appreciate. So if if someone's
ready to dive into these tools,what are what's the first step?
What's the easiest first stepsomeone can take with Breezer
Copilot to see some quick wins?
Max Cohen (36:57):
You just gotta try. You just gotta play with it.
Like, it's I I I don't think younecessarily have to, you know,
do a ton of, like, planning andget, like, so intense and crazy
about it. Like, you just gottaget in there and see what it can
do, honestly. And, like, it'sthen and only then are you gonna
actually be able to come up withthose ideas of, like, oh, I
could use it for this, and Icould use it for this.
(37:19):
Right? Like, I I can tell you,like, I don't even know how far
Copilot goes. Like, I haven't,like I've talked to it a couple
times. Right? But, like, Ihaven't, like, really, like,
pushed the boundaries of, like,what's possible with it.
Right? And, like, I'm sure whenI do, I'll probably come up with
a whole bunch of different, youknow, ideas for it. But, like,
that's just like anything elsein HubSpot. It's like, sometimes
(37:41):
you don't actually know howyou're gonna deploy it or
implement until you go in there,play with it, you know, screw
around with it, and, like, seewhat you could actually
accomplish with it. You knowwhat I mean?
It's just, like, don't shy awayfrom it and feel like you have
to have this, like, giant bigstrategy about how everyone's
gonna get value out of it andhave a plan for every single
thing in there. Just go playwith it. It's okay. Like,
(38:04):
especially since this is new,it's okay to build a plane as
you fly it a little bit or flythe plane as you build it or
whatever the saying is, youknow, especially for stuff like
this because it is very kindaopen ended, what you can do,
with AI these days andespecially, you know, now that
it's more of a thing you canactually have conversations
with. Like, it'll be interestingto see how, like, far people
(38:26):
push it.
Right? But,
George B. Thomas (38:28):
you know Can I get can I get real tactical?
Yeah. Do it. Real tactical.
Liz Moorhead (38:31):
God, I hope so. It's the tactic section.
George B. Thomas (38:33):
Because because here's the thing. I
wanna give you something to doright now, like, the most
straightforward way to start.Like, we're talking so easy
peasy lemon squeezy that youjust you can't screw it up. K?
Open up HubSpot right now.
Like, you're if you're driving,don't open up HubSpot right now.
But if you're sitting at yourdesk, open up HubSpot right now.
Chad Hohn (38:54):
I got it open. Alright.
Max Cohen (38:54):
Okay. I'm opening it.
George B. Thomas (38:55):
And I want you to go to a contact record, and I
mean any contact record, andwe're gonna watch the magic
happen. Because here here's thething.
Chad Hohn (39:04):
What I want you
George B. Thomas (39:05):
to do, the the easiest, most straightforward
way to, to use Breeze right nowtoday is have a conversation
with it. Okay? So you're on acontact record. You click that
Breeze Copilot button, and Iwant you to say something like,
give me a summary of ourrelationship with this customer
or give me a summary of thiscustomer. Bam.
Just like that, you've got AIpowered insights that would have
(39:26):
taken, I don't know, twentyminutes, thirty minutes, forty
minutes to compile manually.Like, I've got an example. Okay.
We'll just call this guy hisname Tom. And I literally did
the thing that I just told youto do.
And it says Tom faces severalhurdles primarily around data
management and partneronboarding. They struggle with
(39:46):
accessing partner intake data,which leads to inefficiencies
and have concerns about the costeffectiveness of the operations
hub for data cleaning. Tom alsoexpressed frustrations with
confusing placement of themeeting scheduler in HubSpot.
These it's based onconversations that are being, at
by the way, how did that magichappen? Because we have Evoma
(40:09):
that takes notes that goes intoour HubSpot notes.
It looks at the notes. And sowhen it's summarizing,
conversations and context aredata. And so because the Evoma
notes goes into the HubSpot andbecause I wanna ask it a
question, then all of a sudden,I get the context of the
conversation summarize. Ladiesand gentlemen, just have a dang
(40:30):
conversation with Copilot andask it the questions that you're
curious about that you used tohave. Here's the funny thing.
One of the things that we loveto teach is how to be a, how to
be a Sherlock Holmes of yourportal, how to be a sleuth.
Guess who can be a great sleuth?Copilot can be a great sleuth
for you when you're trying tofigure things out. Just have a
(40:51):
dang conversation. That's that'sthe easiest way to start.
Chad Hohn (40:54):
Voma's pretty good. I like how it associates all of
the stuff to the correctrecords, and it has connections
to your HubSpot while you're inthe meeting. And even from
inside of Zoom Yeah. You canopen the Evoma app and utilize
Evoma. And between that andbeing able to have, like,
(41:16):
specialized triggeredsegmentation based on certain
trigger words, man, that suckeris pretty slick.
Like, there's even a world whereyou could create specific action
items that might go to specificcustomers' lists in your ClickUp
based on certain words that youmight want to say. Yep. Yep.
Some pretty crazy stuff that youcould do with it. It's got a
(41:37):
really, really unique way ofdoing its stuff.
George B. Thomas (41:40):
We should probably do an Evoma episode in
the future and see if we can getsomebody from Evoma to come
beyond the show. Yeah. Buthere's but here's the thing. The
the fact that it just can takethat conversational contact data
and
Chad Hohn (41:53):
get it to the right humans in HubSpot.
George B. Thomas (41:55):
Put it in the right human contact or, you
know, record. And now all of asudden, that magic that I just
expressed can happen across allof the people that you're trying
to work from a service rep, asales rep. Like, imagine asking
it, like, can based on thelatest, information we have, can
you give me the sentiment ofthis human right now? This human
is pissed at you right now. Oh,let let me fix that.
Max Cohen (42:18):
There's also too, like, yeah. So I just did
exactly what you said, George.Isn't I wanna actually find your
contact record, you know, and II said, give me a summary here.
And, you know, it's so neatbecause not only is it, like
yeah. It's giving that textsummary.
Right? But it's also, like,highlighting things that are,
like, really important to me.And it even, like, gives you,
(42:40):
like, in the chat, like, theseboxes that'll say, oh, here's
the last 10 engagements. Here's,you know, the deals. Here's some
tickets like that were openedup.
And then you can, like,summarize that stuff, you know,
instead of going into thatrecord and, like, wasting time,
like, listening to a call or oror reading through a lengthy
email chain. Like, I can't tellyou how many times I have to
(43:02):
freaking scroll down a giantemail thread to, like, follow a
conversation and how brutal thatis. You know You
George B. Thomas (43:09):
know what I mean? That? No. No. What's that?
No. What's that? There we go.
Max Cohen (43:16):
That's what I say. But, like, what's really neat
too is, like, you know, goingback to that thing where, like,
I didn't really know, like, whatwas possible here. It's, like,
there's literally a button onthe bottom that says prompts.
And, like, you can see Yes. Youknow, what it can actually do
and get a good, like,understanding of that.
You know? Yeah. Like, I don'twanna craft a LinkedIn article.
(43:36):
I mean, I don't know what I'm Idon't know how but I don't know
if this is, yeah, this isn'trelevant to the conversation I'm
having with you here on thething, but, you know, it's just
it's being able to, like therethere is timelines get long.
Right?
Like, you'd be surprised howquickly things add up when
you've got a customer you'vebeen working with for a year.
Right? And, like, just imagine,like, what we were doing before
(43:58):
this. We were scrolling andscrolling and filtering and
scrolling and opening up threadsof emails
Chad Hohn (44:04):
and scanning and collapsing. That from September.
Yeah.
Max Cohen (44:07):
I gotta go
Chad Hohn (44:08):
look into the September's and
Max Cohen (44:10):
figure it out. But it's like, you know, like, if if
I could if I I could probablycome in here and just be like,
can you tell me the last time Italked to Dax, Dax Miller.
Right? And, like, I'm on yourcode your your contact record
here, and I think it'll probablygo and just, like, find, you
(44:31):
know, some other stuff. Yeah.
Like, you know, I it's so it's Idon't even have to, like
George B. Thomas (44:35):
Real time,
Max Cohen (44:36):
my boss. So much better than, like, hit the
search bar, find the con like,type the contacts so you can
find the contacts, go into thecontact, open up the things,
filter out all the junk. Like,it's it's just this beautiful
new way to just interact withthis treasure trove of data you
have in your CRM.
George B. Thomas (44:53):
It's
Max Cohen (44:53):
so much what your chat
Chad Hohn (44:54):
spot was.
Max Cohen (44:55):
I might start here more often now just, like,
knowing this. Like, it's socool.
George B. Thomas (45:00):
That's another good tactical way to just start
with Copilot.
Max Cohen (45:03):
You know?
George B. Thomas (45:04):
Just just talk to first. Yes. Have a
conversation. Yeah.
Chad Hohn (45:08):
Well, it's getting better and better. Like, before,
I think the thing that weirdedpeople out about chat spot and
about also still Copilot in somescenarios is, like, the
prompting. Like, it is very itwas very prompt engineered at
the beginning. It, like, it justhad a brain fart if you didn't
use a prompt. Like, it justcouldn't do it.
Right? And
Liz Moorhead (45:27):
Mhmm.
Chad Hohn (45:27):
It's getting better at handling and understanding
your request. And then it's, youknow, so it's just more like
talk talking to an open an LOMmodel. Right? Right. It's just
more like talking to that thanit ever used to be.
So it's getting better andbetter at that. So it's being
more like because people havejust gotten used to talking to
(45:48):
their AI assistants like ahuman. Hey. Can you help me do
this thing, or is this possibleor whatever? Right?
Yeah. Anyway, no. I I'll lovethat.
Liz Moorhead (45:59):
George, I'd like you to think about some of the
problems that you've seen, youknow, clients struggle with the
most across their HubSpotportals. When you think about
Breeze Copilot and what are someof the real world examples in
which ways this can be instantlydeployed to solve some of the
most common problems thatthey're running into?
George B. Thomas (46:16):
And, again, the the problems can can they
just continue to be theproblems. Like, there's you
probably don't have a list forthat. You can use, AI, Breeze,
to now create lists. There'sliterally a a a beta that's out
there that you this is the listthat I'd like to create, and
(46:36):
it'll help you create. Becausepeople get, bogged down in the
trenches of what filter should Ido to do this thing.
And, again, it's only gonna getbetter. For me, the other thing
is, like, we're we're sittinghere, Liz. We're talking about
having a conversation. The funnything about a conversation is a
two sided conversation. There'ssomebody speaking and there's
somebody listening.
(46:57):
And so a a lot of this is theconversation around, well, like,
just go have a conversation,speak to Copilot. But what if
you could really lean into whatI preach all the time, and
that's wrap Hub Spot around yourbusiness. And and what if you
have custom properties, butyou're having Breeze, then pay
attention to these customproperties. How how can you turn
(47:17):
a Breeze or Copilot into alistening agent that's paying
attention to the the customparts of right? And so what am I
talking about?
Well, quit trying to slam yourbusiness into a SaaS software
and use HubSpot to wrap itaround your business. Use
Copilot and Breeze to helplisten to what you're wrapping
around there. Like, workflows AIis by the way, I love that it we
(47:42):
can just call it Breeze, but yougotta get specific. Like, AI is
in workflows. AI is in list.
AI is in social media. Like,it's it's a it's going to be if
it isn't already across everypiece of the platform. And so,
again, I go back to what I saidearlier. Like, catching up is
gonna be real difficult. But,like, taking little steps every
(48:04):
single day, havingconversations, playing with it
like Max said, getting betas,testing.
Like, this again, to to go inthe vein of the question you
asked, the knowledge gap. That'sbeen a problem that every
HubSpot user has faced. Okay. Sohow can we use Breeze to
actually fix the knowledge gap?So that there's just so many
(48:27):
ways.
Liz Moorhead (48:27):
I love that. Well, I know we've covered a lot of
ground today, George. And as wejoked earlier, Max, Chad, and I,
not great at landing planes, notgreat at ending podcasts,
especially when we lack yoursupervision. So I'd love for you
to help us bring thisconversation home today. Talk to
me about if there's one thingour listeners walk away from
(48:48):
today's episode, what should itbe and why?
George B. Thomas (48:50):
Yeah. And, again, I kind of alluded to this
at the beginning of the episode,but I I hope you realize that
Breeze isn't just another tool.
Max Cohen (48:57):
Yeah.
George B. Thomas (48:57):
That HubSpot kinda threw in there. It it
literally can be your partner ingrowth. My hopes is that you
don't get overwhelmed thinkingthat you need to understand
everything about AI or implementeverything at once. My hopes
after this episode is that youstart small, focus on one area
where you're spending too muchtime on routine tasks, and and
(49:18):
let Breeze or the AI element ofBreeze in that area help you
work smarter, not harder. Thethe the real takeaway that I
think everybody needs to kind ofwake up and understand is Breeze
represents a fundamental shiftin how we approach business
operations and use HubSpot ingeneral.
(49:41):
Mhmm. It's not just aboutautomating individual tasks.
It's about creating intelligentoperational ecosystems where us
as human experts, and the AIcapabilities, they work together
and they amplify each other. Thereal power for HubSpot users
moving forward is gonna be inthe understanding that they are
(50:04):
the conductor of the orchestrathat is all of the Breeze
components, copilot agents,intelligence, to create these
future sophisticated selfimproving, processes that help
drive your business growth.That's the takeaway that I would
want them to have.
Liz Moorhead (50:24):
I love that. Well, guys
Max Cohen (50:25):
Can I just tell you something I did really quick
with Copilot? I just asked it
George B. Thomas (50:29):
to Max.
Max Cohen (50:30):
I just asked it well, I think this is also something
you should take away. Yeah. Ijust asked it to explain custom
events to me like I was a fiveyear old. Alright? That's
awesome.
And it literally just said,imagine you're playing with
blocks and you wanna count everytime you stack a red block on
top of a blue block. A customevent in HubSpot is like setting
up a special tracker that cancount these stacking actions. It
(50:51):
can help you see how many timesyou did this special thing, like
stacking your blocks, so you cantell your friends how many times
you did it. In HubSpot, a customevent like you track special
actions on your website or withyour business that are important
to you just like counting howmany times you stack those
blocks. For more details, youcan check this link.
Like, sometimes you don't wannahave to just search for a
knowledge base article.
George B. Thomas (51:11):
Yeah.
Max Cohen (51:11):
And you need like, the fact that we can get HubSpot
to explain itself in very simpleterms is crazy now. You know
what I mean? Like, notice thatit didn't just send me to a an
academy video.
George B. Thomas (51:23):
Article to figure it out.
Max Cohen (51:24):
Just send me to an article. Right? Which is, like,
what a basic chatbot would do.Right? It literally explained
itself.
George B. Thomas (51:33):
Dude, where where where
Max Cohen (51:34):
hold on. HubSpot can literally explain itself to you.
Yeah. Today brain
Liz Moorhead (51:39):
is naming itself a brain.
George B. Thomas (51:41):
Make no mistake. Every knowledge
article, every piece every pieceof content HubSpot has ever made
is part of the brain behind whatyou see. Like, they have the
context. They have theconversation. They've been
creating the content.
Like and now that's on whateverdrug of choice you wanna put in
(52:02):
this sentence that I'm not gonnause because they can now use AI
and conversational language toYep. And what did I say? What
did I say? I said, bridge theknowledge gap. And what did Max
Go do?
Hey. For tonight. This reallycomplex thing historically in a
really simple way, please. Okay,hub heroes. We've reached the
(52:26):
end of another episode.
Will Lord Lack continue to loomover the community, or will we
be able to defeat him in thenext episode of the Hub Heroes
podcast? Make sure you tune inand find out in the next
episode. Make sure you head overto the hubheroes.com to get the
latest episodes and become partof the league of heroes. FYI, if
(52:49):
you're part of the league ofheroes, you'll get the show
notes right in your inbox, andthey come with some hidden power
up potential as well. Make sureyou share this podcast with a
friend.
Leave a review if you like whatyou're listening to, and use the
hashtag, hashtag hub eurospodcast on any of the socials,
and let us know what strategyconversation you'd like to
(53:10):
listen into next. Until nexttime, when we meet and combine
our forces, remember to be ahappy, helpful, humble human,
and, of course, always belooking for a way to be
someone's hero.
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