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

Episode Transcript
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Intro (00:01):
Do you live in a world filled with corporate data? Are
you plagued by silo departments?Are your lackluster growth
strategies demolishing yourchances for success? Are you
held captive by the evil menace,Lord Lack, lack of time, lack of
strategy, and lack of the mostimportant and powerful tool in

(00:23):
your superhero tool belt,knowledge. Never fear, hub
heroes.
Get ready to don your cape andmask, move into action, and
become the hub hero yourorganization needs. Tune in each
week to join the league ofextraordinary inbound heroes as
we help you educate, empower,and execute. Of heroes, it's

(00:47):
time to unite and activate yourpowers.

George B. Thomas (00:52):
By the way, I have my, leprechaun mug that I'm
drinking my coffee out of thismorning. So to all, you know, it
is we're heading into that time.Hey. Can I tell a quick story
before we get into this list? Ithink it's very Yeah.
Absolutely. So, here's the deal.Marketing is amazing. Sales is

(01:12):
absolutely amazing. They theyget us to do wonderful things.
Now I'm gonna warn all of theHub Heroes listeners. If at any
point in time in this podcast,this episode, if I'm speaking
and all of a sudden you hear,like, about eight dogs going
absolutely crazy, it's becausewe have the washer repair men

(01:33):
men, two grown men at my

Liz Moorhead (01:35):
house. You. Let's Oh, how dare you put your family
at risk? The dogs are justprotecting you.

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

Max Cohen (01:59):
How many times did you have to threaten a lawsuit
before they, before theyactually came?

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

Max Cohen (02:20):
cool. No.

And and

then they they

Well, wow.

Did a great job, and they said, you can
control it with your app, by theway. No. That's my love
language. I'm like, I cancontrol it with my app. I don't
have to get up and walk up thestairs to, like, make it it
doesn't wash.
It doesn't dry. It's an all inone nothing. And so for the
seventh I won't even tell youthe manufacturer because I'm not

(02:44):
gonna be that guy. But if you'reout there marketing, if you're
out there selling, if you're outthere using Breeze Intelligence
to do any of these things thatwe're gonna talk about today,
please do them in a way that ishighly

There we go.

Okay. Now I'm quiet, Liz. We can move on.

George, I gotta be meanwhile, I just

Kyle Jepson (03:06):
meanwhile, I'm over here with my, Kenmore washing
machine from, like, 1976. It, Ibet it keeps on cooking, doesn't
it? Week or so ago, and we founda YouTube video and took it
apart, and it was an $8 fix. Andit's gonna run another thirty
years now.

Oh, you wanna trade? You wanna trade? I'll
take yours. You take mine.

No. No. No. I I'm I'm good.

Well, George, what I will say, though, is I have a
deep amount of sympathy andempathy for you because in the
past ten days, I have replacedmy car battery, my car
alternator, and my car starteronly to find out the only reason
my car wasn't turning on was anauxiliary battery in the
ignition system. And it took athird mechanic to figure that
out. Oh. That was fun. We're allthriving.

We're thriving.

And also, you know what? Let's leave aside thriving
because I don't know if ourlisteners just noticed there was
a mystery caller on the line. Wehave an OG friend of the pod,
Kyle Jepsen from HubSpot joiningus today.

Hey. Having me here. A sort of undercurrent I'm
hearing with like, there's a youknow, all these all these
machines we have in our lives,they're they're being optimized
for efficiency. Right? Fuelefficiency, water efficiency,
whatever.
But they if they it introducesso much complexity that a
layperson can no longer fix andmaintain them.

Mhmm.

And I think there is a really interesting metaphor
here that I have not reallythought through for your sales
and marketing processes, for theway you interact with your
customers. If you are solvingfor one particular thing, be it
efficiency or or or, you know,profit margins or whatever it
is, you're going to have allthis complexity that will just

(04:47):
make it hard to to navigate.

Oh, I completely agree. In fact, I have a little
micro story that I wanna sharehere because we think about
things just what you said.Right? Like, if something
breaks, it used to be very easyto fix it. Call the person, get
it over, whatever.
So the third time I had to havemy car towed, they accidentally
had a problem with my car thatthey would not have had with a

(05:10):
car that was ten years older.Because my car even though it's
not an electric car, so much ofit is electrically driven, the
paneling, how the whole systemoperates. Because the battery
turned off, the emergency braketripped, which meant they
couldn't put it in neutral,which means they couldn't get it
on the tow truck. And then wehad to find a way to jump the

(05:30):
car even though the battery wasnot working, and they eventually
had to call a different truck inorder for it to get picked up
because they were never able tountrip the emergency brake,
which is a dumb safety featurewhen it thinks the battery isn't
working.

This is crazy to me. I I recently got a new car.
It's it's, like, I got the theSienna hybrid minivan because I
have a million kids, and I needa a vehicle that size even
though I live in Boston. And itis so smart and so electronic.
Like, windshield wipers turn onsometimes.
I don't know why. I park andsometimes the parking brake
turns itself on. Sometimes Ihave to turn it on. Like,

(06:04):
they're just so I haven't readthe, like, 560 page owner's
manual. I don't know how tooperate this car.
Right? I'll just be driving downthe road, and it'll give a
little chime, and I have no ideawhat it's trying to tell me.
It's just like, I I hope we makeit safely. You know?

Well, at least our cars have gotten our cars are
washing machines.

All of our appliances have somehow managed
to get

us here. Max, I see you're driving with your
wheel today. Appliances havesomehow managed to get us here.
Max, I see you're driving withyour wheel today, bud. How's
your wheel doing?

Max Cohen (06:31):
We're farming. We just, harvested our second field
of soybeans. We're absolutelycooking with gas right now.
Sorry.

I love that.

I love it.

But I am very excited for what we're about to
talk about today. And, George,you smartly let the cat out of
the bag a little bit alreadybecause we are talking about
Breeze Intelligence today andwhy it matters for sales teams.
Now, George, I have a cutesylittle description here, a
definition of what BreezeIntelligence is, but you get so
freaking excited about it that Iwould actually just love to hear

(07:03):
from you what you want ourlisteners to know, but what
about about what Breeze Intel isgoing into today's conversation.

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

Kyle, we'll see you next episode.

Yeah. Bye bye.

Bye bye. Bye bye.

Rain. But but listen. Here here's the thing.
Because before this episode, Iliterally was doing, deep
research. Yes.
Chat g p t deep research onBreeze Intelligence to, like,
see what all the things are. Andthere's and there's so much.
Right? But in this conversation,I wanna say a couple things.
One, we're gonna try to drilldown to sales because because

(07:40):
Kyle is he's pretty dope withsales.
Like, he cut his teeth on a lotof the sales certifications
inside the HubSpot Academy. Andso we're gonna drag it down to
Breeze Intelligence for sales.And and what I want people to
take away and, again, by the bythe way, the beginning of our,
podcast episode wasn't bydesign, but was miraculously

(08:01):
designed well because here's thething. You could have a sales
process and it could break. Youcould have pieces and parts in
your sales process that are oldand worn out.
And so what I want you torealize is Breeze Intelligence,
the way I want you to thinkabout this episode is looking at
you are the person, HubSpot isthe platform, and Breeze

(08:21):
Intelligence can become part ofyour processes. But, also, it
can be part of augmenting you asa human. Right? Breeze
Intelligence is not here toreplace you. It's here to help
you get things done better, knowmore faster.
And and so as you're listeningto Kyle, as we kinda chirp in
and ask our additional questionsor add value, I want you to

(08:44):
think is how as I as asalesperson, can I augment
myself and accelerate my salesprocess with Breeze
Intelligence? That's themindset, Liz, that I want them
to come to the table with thismorning. And I love the shaking
of heads, by the way. I feellike I'm preaching this morning.
I'll be fine.

That's what's up. You know, I really love how all
of our machines conspired todayto give us great fodder, to give
us good content. That's what Ilove here. Kyle, the reason I'm
excited to have you here todayis because, yes, Breeze Intel
was rolled out as this AIpowered insights engine that you
can plug in to your HubSpotecosystem, specifically HubSpot

(09:25):
Sales Hub. Now I know there wasa lot of chatter, a lot of talk
about Breeze when it was firstrolled out at inbound last year.
But now the inbound dust hassettled. We've had a few months
to kick the tires on this thing.We've had a few months to really
understand what does it mean toeffectively integrate Breeze

(09:45):
Intel into their HubSpot saleshub workflows. So I'm just very
excited. Are you excited to getinto this conversation today,
Kyle?

I'm excited. Yeah.

Okay. So let's dig in. From your perspective, what
has the adoption of Breeze Intellooked like so far since it's
been announced, and what havebeen the biggest surprises?

So this is this is I I I feel like this is a good
place to start, because, Breezelaunched at inbound as you
mentioned. And there are severalkinda there like, there's, like,
Breeze Copilot. This is free toeveryone. There's Breeze agents.
These are included in the hubsthey belong to.
Then there's Breeze Intelligencethat's credit based and usage

(10:27):
based, and you have to buy it.And every time you use it, it
costs money. And ever like, Ithink a lot of people were
caught off guard by that. It's ait's a different sort of pricing
model. I think a lot of longtime HubSpot customers who are
used to a particular way of ofof calculating HubSpot cost and
things, were not fans that thisenrichment platform, it was

(10:48):
gonna cost money every time theyclick the button.
Mhmm. And that, I think, hasbeen a big barrier to adoption.
And, that's that makes sense tome. I I don't I I don't mean the
people who feel that way arewrong. It is different, and
change is hard.
And and managing your cost as abusiness is hard. And these are
all serious conversations youneed to have. The thing that
concerns me is I think a lot ofpeople heard Breeze Intelligence

(11:12):
is a data enrichment platformand it's credit based at
inbound, and then they saidthat's not for me. And they
stopped paying attention. Andthe thing that is always true of
every HubSpot feature is if youstop paying attention, it's
gonna grow and change and becomereally cool, and you're gonna
have no idea what's going on.

Yeah.

And so I would highly encourage anyone who is
in that boat to, to startlooking around at some of the
things that have developed morerecently. Take a look at the
buyer intent tool, which youhave access to even at the free
tier of HubSpot and start, yeah,kicking the tires on that one,
wander around, click the button,see what it does. You will
discover some limitations whereyou have to have Breeze credits

(11:54):
in order to, access things. Butthe thing that I'm keeping an
eye on that is just starting toemerge is there are certain
features in buyer intent thatdon't cost credits, but you have
to have credits in order toaccess. So I think even if you
go buy the smallest package ofcredits, it's gonna unlock a lot
of things in in in buyer intent,and you can start to understand

(12:15):
the value of this thing.
Yeah. Data enrichment, you know,if you're doing a one time full
database enrichment, it's notthat interesting. But if you
look at some of the things buyerintent can do, I think it's just
really exciting. So, I mean,that's a that's a I'm I'm taking
myself down to tangent. I'mgonna stop myself.
But your question about adoptionis, I think I think the the
pricing structure has been abarrier for some folks. Mhmm.

(12:38):
Other folks have jumped right inand have loved it. I don't I
don't mean to say adoption hasbeen poor. I imagine the smart
folks who do packaging analysisat HubSpot knew this would
happen and and are okay with it.
But the thing that for me as anevangelist, obviously, I'm
concerned about is is, even evenyou know, in the same way, you

(13:00):
feel like your boss is maybenever gonna give you the budget
to buy operations hub. Don'tstop paying attention to what
operations hub can do. Right?Breeze Intelligence is a similar
way. If you feel priced out ofit, that may be your reality.
And I don't mean to judge youand say you're wrong, but don't
don't close yourself off todevelopments in HubSpot because
everything in HubSpot is sointerconnected. These there will

(13:21):
be ripple effects thateventually

Chad Hohn (13:23):
Yeah. With you. Stuff jumps around tiers too. Right?
Like, I mean, exactly thatexample that you literally just
gave, and I've, you know, saidthis plenty of times, but, like,
custom datasets being availablein ops pro

coming

Chad Hohn (13:36):
down from a $2,800 a month base price feature to an
$800 a month base price featureis so like, you know, your boss
wants the report you can't givehim? Well, boy, howdy. Now you
can. You know? Because it mightjust already be if you got that,
but you never got enterprise.
Right?

Yeah.

Chad Hohn (13:54):
Well, maybe now you can do it. So really pay
attention to that. That is likesage wisdom and sage advice. You
know, don't just because youdon't have something doesn't
mean you shouldn't be lookinginto what what those suckers are
moving around tier wise.

Well, there's always the future. Right? And my
brain goes two places, Kyle,with what you said. One, if I'm
a product and pricing person,I'm more than willing to put
something out in the world inthe understanding that I might
need to pivot, but I sure amgonna get a lot of lessons when
I launch this bad boy becauseI'm HubSpot, and I pay attention
to the user. And I pay attentionto the user feedback, and and we

(14:29):
can do those things.
But the other piece of this, andand if you're listening to this
or watching this and this isyou, I I don't blame you. I I
try to put myself in the theshoes of you, the shoe man.
Right? And so there's so many ofyou that are like, oh, HubSpot,
Breeze Intelligence, and it'sone thing. Mhmm.

And so

when you hear somebody in a a HubSpot user
group go, ah, that BreezeIntelligence isn't for me, then
all of a sudden you forget aboutagents, and you forget about
copilot, and you forget thatBreeze is actually multiple
things instead of our braincompartmentalizing it into when
you hear Breeze Intelligence,you think they're talking about
the whole thing. And so Yeah. II mean, this is a real a worry

(15:16):
for me. Go ahead, Kyle.

Yeah. Yeah. Yeah. And and and, again, Breeze
Copilot, part of the confusionis I think we we called all
these things Breeze, and who canblame anyone for being confused,
right, when the pricingstructures are so different?
Breeze Copilot is totally free.
If you have HubSpot, you haveBreeze Copilot. You can ask
Breeze Copilot to researchcompanies and add them to your
CRM. That's the thing it can do.And it's just hitting, you know,

(15:37):
publicly available databases,whereas Breeze Intelligence is
our proprietary Clearbitacquisition powered data, but,
like, you can do this. And sothe thing that really concerns
me is a couple weeks ago, one ofthe hottest, coolest updates in
HubSpot recently, this askBreeze workflow action.
Right?

Chad Hohn (15:55):
We're just gonna talk about that. Yeah.

Into a workflow action, and you can ask Breeze
questions about it and, like, dooutputs. Right? You can just
have conversational, workflowactions. And I tell LinkedIn
about this, and so many peopleare like, I don't have Breeze
intelligence. Like, you're notpaying attention.
This is not Breeze intelligence.This is you have workflows. It's
You have this feature. Go useit. Stop stop telling yourself

(16:18):
this story you do not haveaccess to the cool HubSpot
features.
They are there, and you shoulduse them. And when you close
yourself off to these things andjust assume anything cool I
don't have access to, you'rewrong. You're not you're not
thinking in a HubSpotty sort ofway.

As you're telling the story, Colin, and
visioning myself being a fly onthe wall and Kyle, like,
scratching his head and be like,maybe I should say this slower.
Like, what like, why aren't youpicking up what I'm throwing
down? Like and and I I'm likeyou. I get very passionate
about, like, you have to dissectand pay attention real close to

(16:51):
the things that you can andcan't do and understand which
you need to or don't have toeven do with the things that
you're you're providing. Liz,keep us on track here.

I'm not No. Actually, the best

Max Cohen (17:02):
The only thing I I just wanna add there

Max is gonna drive us off the rails. Hold on. Go
ahead.

Max Cohen (17:07):
The only the only thing that I wanna say about,
like, the whole pricingconversation is, like, I think
people forget that, like, thisis at least three tools in one
single tool that fullyintegrates with your CRM. Right?
Like, your teams are gonna wannause AI. They're gonna wanna use
it for contacts enrichment orcompany enrichment. They're
gonna wanna use it for contentcreation.

(17:28):
They're gonna wanna use it forthis whole revolution of AI
agents and all this other stuff.Bro, that's three other tools
that you're gonna be paying foreventually whether you like it
or not, right, that your team'sgonna wanna use as we continue
to rocket into the age of of AIbeing used in business and it
being the hottest thing slicedbread. Right? And I think people

(17:50):
forget is, like, you're gettingall of that with Breeze. Right?
Versus paying for it in threedifferent places from three
different vendors and dealingwith three different support
teams. I mean, let's not allforget why we bought HubSpot in
the first place. Right? So wecan consolidate all those tools
into one single thing. Right?
Mhmm. Whatever Breeze costs,it's always gonna be less than

(18:12):
getting all three of those toolssomewhere else. Keep that in
mind.

Chad Hohn (18:15):
And the cost of integrating them.

Max Cohen (18:17):
Corporate chill for HubSpot even though I am
HubSpot's greatest warrior whenit comes to that.

Big sprocket enters the chill.

Max Cohen (18:23):
But let's just think about it, like, you know, from a
perspective. You're gonna spendmoney on these tools somewhere
else. Right? You might as wellget it all under one bill.
Right?
It's probably gonna be cheaper,and it's gonna work completely
with the entire system thatyou've built to do all of this
stuff that it touches. Right? Sojust keep that in perspective,
everybody.

Yeah. And, I mean, additionally sorry. Copilot,
again, is free. And all

the money everybody. Question one.

Yeah. We'll make it. Don't worry. We're on we're
on track, I think.

We got it.

There are all these AI features sprinkled into
existing tools. No. There's no,like, paid add on for AI and
HubSpot. Right? Our our strategyis AI should just natively be in
your CRM.
And we announced all theseagents. Some of them are still
forthcoming, social agent,prospecting agent, customer
agent, content agent, and theseare just embedded in those hubs.
If you have sales hub, sincethat's the one we're gonna be

(19:15):
talking about, you will soonhave a prospecting agent. No
additional cost. That'sincredible.
Right? And then BreezeIntelligence, yeah, it's this
credit based thing, but thenthen you're just paying for how
much you need. Right? It is theidea. And and if you are an
admin type person, any placeenrichment is automated, you can
set limits.
You can say we are only gonnaenrich this many records per

(19:36):
month. So you you we're HubSpotisn't designing this to, like,
surprise you with with a a abill that's five times as big as
your bill last month. Right?This is all meant to be within
your control, but we are tryingto automate and simplify it as
much as possible. And so I agreewith Max.
And and, again, I don't I don'twanna seem disrespectful to
anyone who has real budgetaryconstraints. That is an that is

(19:58):
a thing people absolutely dealwith, and it is real. Yeah. But
it is unlikely that if you'realready using HubSpot, these the
the HubSpot options are gonna bemore expensive than what all
ever alternatives exist to you.

Yeah. So Kyle kinda went where I wanna go, and
then Liz will get to questionnumber two. And and but it's Max
kept on throwing out the thenumber three. Three three three
three because because COVID

Max Cohen (20:21):
At least. At least. At least.

Right. I want I want people to realize, like,
it might be five. It might besix. When it's all over, it
might be 10. Like, I've beenmessing around with the social
agent, and it's crazy.
Right? And so, like, if if youjust break it down to Copilot
and then sales, agent, you know,service agent, social agent
Mhmm. Breeze Intelligence, like,567.

Like

Max Cohen (20:47):
Yeah. All those agents are products on their are
separate products on their own.

Yeah. Yeah.

Max Cohen (20:52):
Alright. Let's

Guys, are we sure? Alright. Wait.

Wait. Wait. Wait. Hold on. Hold on.
Hold on. No. Damn it. Nevermind.

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

Chad Hohn (21:02):
He's right here. Don't worry.

Are we

ready for question number two, Chad? Oh,

it's alright. Alright.

So you guys actually started getting into
this, which is why I didn't gettoo fussy. We really we've the
reason why we're so frustratedabout the lack of clarity around
adoption and where Copilot ends,where intelligence begins and
all of these different things isbecause we know how game
changing Breeze Intelligence canbe for sales teams using
HubSpot. So I wanna throw thisback to you, Kyle. Let's start

(21:33):
with you. Although George, Max,Chad, I know you have thoughts
on this.
Where do you see it reallychanging the game for sales
teams? And what are some of themost impactful use cases?
Because you guys have thrown outa lot of different ways that it
could be used. But where aresales teams gonna see the most
impact with Breeze Intelligence?

Yeah. I I I am excited to hear what George,
Max, and Chad have to say. Iwill, since I'm going first, so
as to try to avoid takinganybody's answer, I will I I
wanna go with it, I I I thinkit's sort of under the radar
option with with BreezeIntelligence. So this comes back
to I I've been talking a lotabout the buyer intent tool

(22:13):
here. One feature that wasrecently added to buyer intent.
The the way buyer intent worksis you set a a website path. You
say if someone comes to this webpage, they are showing intent,
and and then we can have theirrecords and enrich them and add
them to the CRM. Right? But thisthis has always left this open
question of how do you knowwhich pages show sales intent?

(22:34):
And this is a sort of thing thatcompanies love to just guess at.
Right? Like, oh, obviously, ifsomeone visits our pricing page,
they have real sales intent.Right? This is my favorite blog
post that I wrote. I worked veryhard on it.
If someone reads that, they havesales intent. And and what buyer
intent can do now because it'sin the interconnected
Hubspotness and knows your dealsand stuff, it can say here are

(22:55):
the actual paths that, you know,statistically show someone is
gonna end up in a closed onedeal. Mhmm. And think about that
insight for a minute for yoursales team. It takes that
guesswork away.
And if you can say, hey. Basedon the data, if someone consumes
these three pages, they arereally likely to be open to a
sales conversation. And by theway, here are the people who

(23:16):
consume those three pages.That's huge. Right?
That if the the salesimplications of that are
enormous because you can havethe confidence that this person
is, doing this sort ofbehavioral pow patterns that
suggest they are open to a salesconversation and might even go
the distance and be closed one.But also, you know what's on

(23:38):
those pages, so you can say,hey. You know? Seems someone
from your organization waslooking at these pages. Here
here's some answers to somecommon questions.
Here's my meeting link if you'dlike to discuss it further.
Right? And how much better isthat outreach than, hey, random
LinkedIn content. I'm a wealthmanagement, guy, and I would
love to just help you make moremoney. Like, it just you know,

(24:00):
it it it's it's an entirelydifferent way of con at
contextualizing and warming upyour sales leads, which I just
think is, it's huge.

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

No. No. So I'll I'll come at this for the
the sales side, but the salesside as the marketer in the
room. And so race intelligenceand the ability to automatically
shorten and prefill, forms toincrease conversions because the
more conversions, AKA if we'redoing this as a human equals

(24:33):
more conversations and moreconversations, well, you might
call this more at bats. And withmore at bats, you might be able
to close more deals.
And then because you've closedmore deals, you might be driving
more revenue. But, like, listen.You can also if you have the
stuff already filled out, youcan ask more important
questions, which then you getmore quality leads anyway. So

(24:56):
that's that's the one from themarketer, I'll say, is, like,
you you can do some dope stuffon the actual beginning of this
before you get the sales processeven.

Max Cohen (25:07):
For me, like, a lot of it really comes down to,
like, what I would tellsalespeople is, like, figure out
how you can use it to extendyourself, not, like, replace
yourself. Right? So, like, youknow, whether that's saying, oh,
I can write much better emailsnow because I'm not necessarily
a talented, you know, emailcommunicator or maybe my grammar
sucks or maybe I have a hardtime, like, you know, asking

(25:27):
questions in different ways orwhatever it may be. Right? Like,
think about it how you can useit to really just, like, enrich
the interactions that you haveand not just put them on
autopilot and say, oh, that'sone less thing I have to do.
Right? Because, I mean, the mostembarrassing thing, you know, is
when you're just, like, sendingout a bunch of junk that the AI
thought was, you know, relevantto somebody. Right? It's it's

(25:50):
almost in the same way that,like, people would, you know,
abuse, like, like, emailtemplates and just send the same
junk to everybody because theywanted to save time. Right?
I mean, like, just completelyrelying you know, I'm a little I
don't wanna say I'm skeptical,but I'm I'm I'm I'm watching the
the sales prospecting stuffkinda carefully. Yeah. Right?
You know what I mean? Because Ithink that's walking, like, a

(26:13):
very fine line of, you know,replacing yourself versus, like,
enriching it or or or using itas a way to be more efficient.
Right? But, you know, I would Iwould say use the mindset of how
can I do my job better nowversus what parts of my job can
I just eliminate because I canget AI to do it? Right? And and
I think if you're truly using itto enrich the interactions that

(26:37):
you're actually having. Right?
You know, for example, if youwere to enrich a contact to get
some data about them, it's notso much like, oh, I could get
the phone number or, oh, I can,like, you know, get this there
or that. You should be lookingat it as, oh, how can I use this
information to actually havemore intelligent conversation
with someone, right, versus,like, looking at it as, like, a

(26:59):
little cheat code or somethinglike that?

It it it's interesting, Max, because, one,
I love that you went down thisroad because for many people
listening, especially sales,like, they need, you know,
firmographics, decision makerinfo, the technology stack. And
so, like, you can wastequestions and waste time on
those, or you can just get them.They can just automatically be

(27:24):
there. But, also, Max, I wannahit upon this piece that I I
hope people will lean into inthe future because AI or an an
AI assisted world is definitelynot about how can I use this to
do less? It's about how can Iuse this to create a greater
impact in sales, in marketing,in content because the rate of

(27:49):
speed in which you can create orunderstand is so much faster?
Like, the value first humancentric approach has never been
as possible as it is right now,but only if you have the mindset
of more impact, not less work.

Well and and salespeople are always looking
for ways to stand out. Right?And we are entering a moment
where all of us, every singleone of us, where our inboxes are
gonna be flooded with AIgenerated garbage. Right?

Mhmm.

And so now it's Seriously. Your chance to stand
out as a human. Right? Yeah.And, like, who cares if there's
AI in the background helping youfind the right human to talk to?
Just don't let the AI talk tothe human for you. Yeah. Yeah.

Max Cohen (28:36):
Absolutely. Using customer agent.

Well

Am I asterisk.

Chad Hohn (28:43):
That's, I think, relevant because you're already
you've already closed one thatperson theoretically if they're
using customer agents in somecapacity or, like, they're gonna
find out information to, like,reach out to you.

Yeah. You know, I was curious.

Max Cohen (28:55):
Well, you look at it you look at the customer
integrate you look at customeragent a little bit of a
different way. Right? Like,you're what you're doing there
is you're saying, how do weextend our, you know, abilities
of our customer service peopleby making sure that their time
and resources aren't gettingtaken up for some that doesn't
need a human being. Right?Right.
But also being able to be like,hey. How can I help this other

(29:17):
person self serve themselves?Right? Yeah.

Chad Hohn (29:20):
Of which they usually make sure.

Right.

Max Cohen (29:22):
Also make sure it knows when it should go to a
human being. Right? And getsinto them, like, in the cases
where it makes sense to have,you know, an actual body helping
them. Right? Yeah.
You know, so it does support.

Chad Hohn (29:32):
Yeah. You don't wanna let, you don't wanna let your
customer agent be dinking aroundin your billing settings
necessarily. Problem. Don't

worry. No. Don't worry.

Chad Hohn (29:46):
Well, I was curious. I I this is, like, on topic, but
off topic. So I was curious. Didanybody notice around inbound
time that a few API endpointswere added relative to meeting
links?

Here comes the nerd. Here.

Chad Hohn (30:03):
Go ahead. Did did y'all see that?

Let's get nerdy. Totally. Absolutely. You know
why I was writing blogs?

Max Cohen (30:09):
What are the what are the what are the endpoints,
Chad?

What the

Chad Hohn (30:12):
endpoints are to be able to get a meeting link for
users or to get a specificmeeting links user availability.
So, like, when can that personbe booked and to be able to book
meetings via API? And it ties inclosely with, like, Breeze in
general, I think, and AI agents.Right? And like, ultimately, I

(30:37):
think that's gonna like, thiswas the one thing that I'm
thinking, in an AI world withvoice agents or like people who
have like phone callintegrations where they want to
like, you know, robo dialeverybody's brains out or
whatever.
You know, that is gonna be thepiece that's missing, like, some

(30:58):
way via API to find a rep andtheir availability and be able
to, like, respond and actuallyput a meeting on the calendar.
But HubSpot thought of thateight months ago, which is,
like, insane to me. They're thefirst people at least some of
the first meeting link toolpeople that I've seen with that

(31:18):
feature available. And I thinkthat brings some stuff in back
to this conversation at least,because, like, that that was
that's the missing link, youknow, for some of those things
to be able to, like, helpautomate some of those processes
if you want some of those piecesautomated.

And see what I love yeah. If you want or if you
should. Right? But what I love II I understand your brain enough
to know that, like, if you'repaying attention, we're talking
about Reece intelligence. We'realso mentioned earlier that you
can do a workflow action aroundthis intelligence, which then
means if there's an API, youcould do some type of call or
webhook to do this thing basedon this flow that and so, like,

(31:58):
this deep, rich, nerdy process.
And and, again, hopefully, it'sall used in a way to or humanize
Mhmm. Automated and AI assistedhuman powered process that
you're building. Liz, have weeven been question three? I
don't know.

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

Max Cohen (32:19):
We just finished, stone picking on the second
field. So Oh, I have to jumpthat off. Good.

You can go rock picker, bro. You just drive
it, and it gets all is that whatyou got, a rock picker? I used
to drive one of those when I wasa kid in Montana. Anyway, Liz,
let's let's move on.

Speaking of rock picking in Montana, Kyle, aside
from the pricing conversation,what do you think the biggest
mistakes or misunderstandingsyou've seen when teams are first
starting to use BreezeIntelligence and how can they
avoid them. So, again, I wannaavoid the conversation around
making the decision to use it.I'm more about, like, once they
are actually inside the BreezeIntelligence ecosystem, what are

(32:56):
we dealing with here?

I I would guess. I haven't had enough conversations
with people using BreezeIntelligence to say, like, oh, I
have noticed that 75%, you know,fall into this particular
pothole. But as as I've thoughtabout, like, explaining the
feature set to people and andhow they get up and and going, I
think there are a lot ofstrategic decisions you need to
make around what records getenriched and at what point that

(33:22):
should happen. And why

Max Cohen (33:25):
Why? Why are and why are they getting enriched? Like,
how are you gonna use that data?

You know

Max Cohen (33:29):
what I mean?

Yeah. I I thought you were like, why? Why do we
need to have this contingency?You're like, well, come on, Meg.
Yeah.
And why

Max Cohen (33:36):
for why.

Because, I I mean, not just because it is credit
based and you don't wanna spendmore credits than you need to,
but also, like, this is this iskind of a new way. For a lot of
people, it's gonna be a a a newstep in the sales process you've
built in the HubSpot where it'sjust like, yeah. You know, you
could you could have all theBreeze intelligence data on all

(33:57):
your records as soon as they getadded to the CRM every time. But
but more likely, there is somepoint in the journey where it's
going to be advantageous to youto get that record enriched.
And, and it's worth noting.
Like, I mentioned, there's thisask Breeze, workflow action that
is not Breeze intelligence.There are also Breeze

(34:18):
intelligence workflow action. Soyou can say when this criteria
is met, enrich this record. And,and I would be really curious
how people are thinking aboutthat, how how they're
identifying that moment becauseyou don't you don't wanna get
into a situation where, youknow, I I like how George has
been talking about kinda wastingor spending questions. Right?

(34:38):
Imagine your sales rep only getsto ask their their prospect five
questions, 10 questions. Right?You don't want one of those
questions to be where are youlocated. You don't want one of
those questions to be whatindustry are you in. Right?
But you also don't wanna get ina situation where the sales rep
is on the phone, and they'relike, hey. How are you? Let's
settle in and ask somequestions. What industry oh,
hold, please. I'm just gonnaenrich your record real quick.

(35:00):
Stand by. Yeah. Okay. Now nownow. My my real question is,
like like, you you wanna youwant it to happen before that
point.
And so I think I hope salesleaders are having very serious
conversations. Looking at thewhiteboard, here's all the steps
of the buyers, the thecustomer's journey end to end.
Here is the point whereenrichment makes the most sense.

Chad Hohn (35:22):
Do you think that there's a world where an
enrichment action could be addedto playbooks to make it super
easy that when it makes sense?Because I think, like, hey.
Right at the beginning, if thisbox does not say yes, then hit
the button, and you just enrichit real quick.

I mean Kyle's slacking the project manager
right now to be like, hey. Ijust heard this right now. Here.
Let me jump in here for asecond.

Chad Hohn (35:48):
Send the dividend checks over. Yeah. No. Just
kidding.

I wanna double down because, yes, we're talking
about sales right now and thisidea of limited questions. But I
I hope everybody understandsthat we are entering a world in
which you could simplify theamount you have to talk or meet.
Let me give you an example.Totally not sales related. But,
historically, if you were anagency, you would do a discovery

(36:11):
call and you would do a one hourcall where you would ask a bunch
of questions, and they wouldthey would talk about all these
things, and then you would haveto go back to the transcript and
or you'd hopefully, you somebodywere taking good notes and,
like, and you had five people onthe call and, like, the hourly
rates of each and I'm, oh mygod.
It's like, how is this is notavailable. How did we do this

(36:32):
for fifty years already? I Ionboarded a client. I onboarded
a client last week, and here'show the process went. I put in
their company name and theirURL, and I had AI do deep
research and give me an ultimateguide on the company.
I then put that in some type ofcohesive manner and delivered to
the client and said, hey. We'vetried to do some discovery on

(36:55):
you. Can you please just look atthis document? Let let us know
if there's anything we missed oranything you've changed. And and
this was like a 15 page documentthat I sent over to them.
They came back and they said theonly thing I would change your
ad is we change this product tothis name. But other than that,
it seems like you really knowour organization. Zero questions
asked other than, is thereanything you would add or

(37:17):
change? No one hour discoverymeeting. Like, the information
is out there for you.
Like, deliver a betterexperience. Now we can Mhmm.
Talking about sales for this,but that's the mindset that I
want people

Max Cohen (37:31):
to

grasp when we're talking about AI or Breeze
Intelligence or or providing agreat user experience no matter
what part of the buyer's journeythey're in.

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

Chad Hohn (37:53):
Yeah. Oh, yeah. Good gravy.

Max Cohen (37:55):
Yeah. Trust but verify. Well, if

you're like me, here's the other thing. I'll
get real nerdy. One, I took thatentire document. I put it in
natural reader, and I let itread me the document while I was
actually like, it read it to me,and I was reading it at the same
time. So I'm not only am I notonly am I reading it, I'm
learning

about the organizing agent Mhmm.

That I'm about to actually help. So, like, not
only to read it, but retain it,ingest it. And here's where it
got real nerdy because I decidedI wanna get out the office for a
hot minute. I took that entiredocument. I put it in notebook l
m.
I made it turn it into apodcast, which I downloaded to
my phone, the m p three player,and I went and listened to the m
p three as I'm walking because Iwanna from my office, and I'm

(38:36):
learning about the client. Like,everything has changed. People
need to wake up. Okay. I'll shutup, Liz.
Let's let's do this.

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

As long as it's about rocks, soybeans

Farming.

Or alternators, or a mystery door number five. I'm
I'm not sure. I'll take

Chad Hohn (38:56):
number five. Off talking.

The the summer before, I I got hired at HubSpot
as an entry level support rep.When? This is this is summer two
thousand fourteen. I haven'teven heard of HubSpot yet. I was
between semesters of gradschool.
I signed up with a temp agencyto get a job for the summer. And
I sat down with the temp agency.They asked me questions about my
work experience. They looked atmy resume. I told them all these

(39:21):
things, and they're like, okay.
We'll find a job that you're agood fit for. And they they
hooked me up with the enrollmentoffice at UMass Boston,
University here in Boston. And Iwent in to meet the people and
to have an interview, and wetalked through and they're like,
yes. The this this this sort ofadministrative assistant role,
you you're perfect. You you gotthe skills.
Yes. You got the job. And as Istood up and was about to leave,

(39:44):
one of the guys who had beeninterviewing me was like, hey.
So, your resume says you youhave CRM skills. Can you tell me
more about that?
And I was like, I have what now?Oh. And and and, like, he's
like, look. And he showed me theresume that the temp agency had
made for me. And because I hadworked on a sales team, they had

(40:04):
assumed I knew how to use a CRMeven though my sales team didn't
use a CRM.
And so it was like, yeah. Andthey said these words. You'll
love this. They said thesewords. We just signed up for
Salesforce, and we're lookingfor someone to help us set it
up.

Max Cohen (40:21):
Oh my god.

This was the first time in my life I heard of
Salesforce in a meaningful way.And I was like, I am really
sorry. The temp this is not thethe resume I submitted to the
temp agency. They made this onefor me. They added this skill,
and I I have no experience therethat would be helpful.
I really apologize that this wasmisrepresented. Okay. And this

(40:43):
is this is before the world ofAI. Right? And this is exactly
the sort of situation you canget into if you have AI doing
deep research and saying, hereare our recommendations.
Here are our insights, and yousend it over. Now you're gonna
get a customer who's like, wow.This one line of the document
was the one that stood out tome. Can you please tell me more

(41:04):
about this? And if you have notread it and if you are not
prepared to answer thatquestion, you're gonna have a
moment like me where you'regonna have to admit, actually,
that is a straight up lie andmisrepresentation of my
capabilities, and I apologizethat we are now having this
conversation.

Max Cohen (41:19):
But there's man. It's great.

You're just

Max Cohen (41:20):
trying my life as an implementation specialist.

That was really why I went through every day.

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

Yeah.

Mhmm. Could've chased that. You could've oh,
well, if I can learn it realquick, I could implement it or
or I can just

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

Oh my god. So integrity always wins. The other
thing that I wanna say here, andI am literally gonna pass the
baton to you, Liz, to keep usgoing. But brother, 2014 to now,
I just wanna say on thispodcast, you've come a long way,
my dude. Oh, yeah.
Way.

Max Cohen (41:58):
A little bit.

Chad Hohn (41:58):
Dude, could you imagine that, somebody looking
for team blue almost got Kyle?

That's so wild.

That's so

good. It's a unit.

Chad Hohn (42:09):
Literally. Okay.

That's a

Chad Hohn (42:11):
timeline right there. Sorry. Alright. Liz.

You should be, Chad. You should so when it
comes to integrating BreezeIntelligence effectively into
existing HubSpot sales hubsetups and portals, where should
sales teams start? Because whatI'm hearing again, which is a
like, a I feel like a brokenrecord every time we talk about
new products and new features.Right? There's so much promise

(42:34):
and potential.
There is so much promise andpotential, which can lead to,
like, a crippling effect of,like, where do I even start?

That's a great question. It's funny. Thanks. We
we all have to update ourassumptions in this new world
we're in now. And usually, whenit historically, when people
have asked me, HubSpot just cameout with feature a, Where in the
the timeline should this beimplemented?
I have this standard answer of,like, well, just check the data

(43:03):
where your conversion rateswhere is there some drop off?
Where is there some sort ofbarrier to entry free? And and
that's the that's the place youstart. Right? Wherever there's
the most pain, wherever there'sthe most friction, let's let's
grease the rails and that.
But I think that's actually thewrong answer here now in 2025
because maybe you have, probablynot, but maybe you have your,

(43:24):
your your sales process andmarketing process and everything
as optimized as possible, thereare still places you could
deploy Breeze Intelligencetechnology to make it even
better. And it it might not bethe worst conversion rate. It
might that that maybe maybethere are things that are
possible in 2025 for your salesprocess that were not possible

(43:44):
in 2023. Right? And, and so Ithink, actually, I need to
revise my talk track here andthink about, how do you identify
the best place to start?
Where are you going to get themost impact? It may be very hard
to predict.

Max Cohen (43:58):
Okay. I have a I I don't know if people are gonna
agree with this. I don't thinkyou should spend a lot of time
worrying about where to start. Ithink you should just use
HubSpot, and you will quicklyfigure out where it will be
helpful because Breeze does areally, really good job of

(44:19):
making you are making you awarethat the thing you're doing in
HubSpot right now could beeasier if you used it. Right?

It's not like three d principle math.

Max Cohen (44:29):
But No. I get it. But, also, like, the thing is AI
is gonna help everyone indifferent ways. There are some
teams that have unbelievablecontent creators that straight
up don't need it. That's a fact.
Straight up don't need it.Right? Because they're really
good and talented at creatingcontent. Right? They have great
writers.
They have great video creators.They have people who really

(44:50):
understand. They're probablypeople that love creating
content about it. Right? Theyprobably don't need it.
Right? But, like, you can't saythe same thing for the
struggling team that's justgetting started or doesn't have
all the same resources. It'sgonna mean different things to
different people. Right? I thinkyou need to, like because it's
not about using AI.
It's about using HubSpot anddoing inbound still. Heck, it's

(45:12):
all still about doing inbound.You use HubSpot to make inbound
easier, and then AI will makeHubSpot easier. Right? Like,

that's the

kind of

Max Cohen (45:21):
way that I think about it. Right? So I think
instead of, like, hyper focusingon, like, oh, shit. There's all
this stuff going on with AI, andI have to figure out where to
start. I have to come up with agame plan.
Bro, no. You gotta run yourbusiness. Right? You're using
HubSpot to run your business.You're gonna find ways that AI
will make that easier as youdiscover them.

(45:43):
But don't go out and just lookand assume there's a whole bunch
of problems because you youhaven't, like, discovered the AI
stuff yet. Right?

Like Here's what I wanna throw out in this because
it's so much. I agree with you,and I also think that represents
a bit in an idealized notion ofthe organizations that are using
this. Because when I think aboutsome of the organizations that I
work with, they don'tnecessarily have the flat
structure or the company culturewhere that kind of autonomy is

(46:13):
encouraged. What will happen isa new piece of tech or something
big will roll out with a lot ofpromise, and then it might get
stuck with, I don't know, a VPof sales, a sales director, a
sales manager who may not thinkthat, well, let's just see what
people let's just see whatpeople use with it. Or maybe
they're not being empowered fromabove with that.
I think in some cases, Max, whatyou were describing is

(46:34):
absolutely feasible, absolutelypossible, and the thing that
should happen. But I think oneof the things we have to
remember is that as HubSpot hasgrown more complex in a positive
way, it is able to serve morecomplex, more dimensionalized
sales teams and organizationswhere that may not like, that
sounds like a great idea for anorganization where I don't have

(46:55):
a CRO breathing down my neckabout best practices and having
a structured sales process thateverybody follows.

So

So that's the only thing I wanna throw out there.

So I I I'm gonna I I agree with both of
you, which is not always backed.But, Max, paralysis by Thanks,
bud. Yeah. Paralysis by analysisis To be fair,

I was also agreeing with Max. It's just not
true all

the time. I know. I know. Paralysis by
analysis is a true fact, andwhat I would want the listeners
or viewers to do is just takeaction. Dank on it.
Like, fig figure it out as yougo because I'm sure there's
enough of a framework around youthat at least you'll be in
headed some right way of of aright direction and be able to
pivot and transition your way tosuccess as you move forward.
But, Liz, I I have to piggybackon what you said too because,

(47:43):
listen, over the last thirtydays, I've talked to multiple
organizations, and it's gonelike this because we have this
fantasy of what we believe to betrue. By the way, I proved this
to, Chad on one of our superadmins where he was just talking
about this thing. And I said,hey. In the chat pane, put yes
workflow object, no workflowobject if you knew that workflow

(48:06):
is an object, and it was allno's.
But the assumption was, ofcourse, these super admins would
know that. But here's how here'show deep it goes. Here's how bad
I get cut on a daily basis. Theamount of times in the last
thirty days that I've said,well, of course, you wanna make
sure you have your tracking codeinstalled to which the answer
is,

Chad Hohn (48:25):
I'm like People will buy marketing hub and not even
put that puppy on their website.I'm like, what are you doing?
And, like, also, the other thingthey do is they put the pixels
on there for they integrateGoogle and Facebook, and then
their pixels are double firingbecause they keep their old
pixels.

So people just don't have the

Chad Hohn (48:42):
nuance there.

Well, because there's a a cost. Let let's be
honest, guys. At a let's let'sgo super, super meta for a
moment because, Chad, you saidsomething there that

Facebook meta

really kinda

original meta. Original meta.

Max Cohen (48:54):
Okay. Meta Quest two.

Just checking. Just checking. Electric
boogaloo.

Because right now, organizations are struggling to
justify budgets. Let's face it.The economy that most of our
clients and most of theseorganizations are doing business
in that in right now is pointy,is not friendly. So every
decision they are making isbeing highly scrutinized. Why
don't you just install it onyour website?

(49:19):
What if I install somethingthat's meant to help us on our
website? I don't fullyunderstand it. I don't get that
it's just a pixel. But why don'tI just go in and embrace things?
What if I break something?
What if I cost us money? What ifI brought a piece of technology
into our organization that ismeant to help us? And by moving
too quickly, too fast withoutenough forethought or
integration with other teams, Ido something that costs us

(49:43):
money. And you know what,George? This reminds me of a
conversation you and I werehaving with a client in a
completely different industry.
When you were the champion ofchange, it is your head on the
block.

Mhmm. Yeah. Yeah.

And I think that's why this happens. We're able to
sit here and kinda be HubSpotjockeys and HubSpot cowboys
because this is what we do. Ourjob is to go in there and tinker
with things and break things. Weare hired because we are the mad
scientist in the laboratory.This is our business.
This is what we do. And I thinkwe forget that we have this all

(50:16):
encompassed view of HubSpot. Andfor others, they're bringing it
into solving very specificproblem.

Yeah. Sure.

Like Yeah. And The fact that it's somebody's
day one scares the crap out ofme. Right.

But there's But at least they have a day one. At
least they're here.

Yeah. Oh, yeah.

Yeah. Yeah. Yeah. And I think it's interesting. I
am all for everything that'sbeen said about if you're if you
wanna get started, get started.
Just do something. Something isbetter than nothing. But I do
think it's important to rememberwhat Max said earlier about
think about why you're doingsomething. Right? Think about
what the desired outcome is.
Because I can tell you, if Ijust snuck into somebody's

(50:54):
portal right now and use BreezeIntelligence to enrich a contact
record that is in the midst of asales conversation with a sales
rep, there are plenty of salesreps who would not even notice
anything had changed. Right? Canthey see the properties that got
enriched?

You know, they

Chad Hohn (51:09):
Their view probably isn't set up for you.

Right. And so, like, hooray. You have that data
in your CRM, but who isbenefiting? Mhmm. No one.
Right? Certainly not yourcustomer. Not even the sales rep
talking to your customer. And sothese are the kinds of things
you need to think about. And andI mean, putting on my my HubSpot
Academy hat.
Right? There's always going tobe some training, implications

(51:32):
here. Right? It is not the casethat you can just run your
entire database through BreezeIntelligence. Pay that one time
fee to to to to do all yourrecords historically and get
them and suddenly your salesprocess takes off and you double
revenue.
Right? That is just no tool inthe world is a solution to the
problems you have unless you caneducate the people who are using

(51:53):
it. And so that's that's animportant thing to keep

in mind. Unless you could be honest about what
your real problems actually are.

Max Cohen (51:59):
Well, sure.

Guys, we are we have somehow come to the end of
our conversation.

Yeah.

Now normally, I encourage you to yeah.

Yeah. Yeah.

Yeah. Absolutely. I agree. It's weird. Upsetting.
But, George, normally, I haveyou help us exclusively land the
plane.

Yeah.

But this time, I want you and Kyle to do this
together. Okay. So I'm gonna askyou and Kyle the same question.
Yeah. And, Kyle, I'm gonna haveyou go first.
You go first. So George can seewhat it's like to follow
directions when I ask thisquestion. I'll try

to give a good example.

Wow. I'm I'm hurt. I'm hurt. This this guy
George,

it's the one George, it's the one thing
question. And you're like, Ihear your one thing, and I raise
you 17 things.

Listen. You're like freed up I'm just saying.
Perfect.

But thank you.

Okay. Alright.

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

Can I give two things? Yes. Yes. If you have

actually give up his one thing

No. That that was actually a joke. I'm I'm gonna
have to struggle to even come

up with one thing.

I just wanted to for George's benefit.

Chad Hohn (53:12):
Oh, that was so good.

Safe brains on Kyle. Alright.

Right. Yeah. The one thing, I want, you know,
it's been a great this has beena journey. And I don't think the
one thing you should take awayis that my that the typical
nineteen seventy six Kenmorewashing machine is better than
the new all in one washingmachine, though that is But you
could valuable information.

Chad Hohn (53:37):
It is valuable, I'll say. I like being able to fix
stuff.

Yeah. No. It's great. I I would say I I think
it's really interesting. The thethe tenor of this conversation
we've had today, it's importantto remember it's it's 2025.
All of the best practices arestill being discovered. If you
wanna roll the clock back to,like, 02/2006 when HubSpot first

(54:01):
launched and Brian and Dharmeshwere like, hey. What if small
and midsize businesses did thisthing called inbound marketing?
Right? Like, that is where weare again.
Everything is changing. And ifyou're looking to whatever
whoever your favorite guru is,whether they're in this room or
not, and you ask them aquestion, what should I do? They
don't know yet. Right? It is itit is all being figured out.

(54:25):
And so I I think the one thingyou should take away from this
conversation is is that that canbe empowering or it can be
paralyzing. Right? You can sitdown on the side of the road and
wait for someone else to figureout the best practices and come
tell you what to do to grow yourbusiness. You can you can keep
doing the same thing you've beendoing for the last ten years and
hope it continues to work, oryou can just jump in and start

(54:48):
trying things and experiment andbe a little bit scientific and
just change one thing, change acouple of things, put some
measurements in place, see if ithelps, see if it hurts. And and
I I would encourage you to takethat last option.
Jump right in with us andeveryone else, and just just
play around with these tools. Becurious. Be excited. There are
huge opportunities waiting to bediscovered. The the first mover

(55:10):
advantage, nobody's gotten ityet this time around.
Right? And so figure it out.Right? If you can be that person
who started a business blog in02/2006 or started thinking
about, search engineoptimization in 02/2007, you,
you know, now that has somethingto do with AI. And, I I think

(55:31):
there are lots of opportunitiesfor lots of companies to to
really have some big breaks.
And we can't tell you what thoseopportunities are for your
specific company and yourspecific industry, but I can
promise you those opportunitiesare there. And if you're willing
to just puzzle through thingsand speculate and talk with
friends like we've been doingtoday, you might discover them.

Yeah. I I'm gonna give a heck yeah and an
amen to what Kyle just said.This is why, like, two or three
weeks ago, I put on LinkedInthat that it's time for an
inbound two point o revolution.Mhmm. Literally where we're
sitting at right now.
We need a 02/2012 in a twentytwenty five age. I'm just gonna
throw that out there because, mygosh, it's changed. I I I wanna

(56:13):
hit upon a a point five thing.Like, please, by all that is
holy, as you listen to thispodcast episode, do not come
away from assuming there's outof the box magic. I talk about
wrapping HubSpot around yourbusiness needs.
You need to look at BreezeIntelligence, and you need to
realize there is some assemblyrequired. You need to make sure

(56:33):
that your teams actually can seeand do the thing that you're
automatically happening. Buthere's the real takeaway that I
wanna talk about. Ladies andgentlemen, years ago, there was
this thing that I love to teach,and I haven't taught it in a
while. And if it intrigues you,reach out and let me know.
But there's this thing in thesales process called radar
research revenue. Because here'sthe deal. As much as you wanna
lead score, as much as you wannaenrich the data, as much as you

(56:56):
wanna make things magical foryour sales team, what's the
signal? Does it mean? You see,some of us think a red light
means stop.
Some of us think a red lightmeans or green light means go,
and some of us think a yellowlight means go really, really
fast. That's not really the realsignal. And many of you are
misinterpreting the intensesignals that are happening based

(57:16):
on the automation, the AI, orthe enrichment in your because
you don't know what it means,and you don't know what action
to take. That's where I'll leaveit because with all of this
greatness, what does it mean,and where do you gotta go as a
sales rep? Where do you gotta goas a leader?
Whoo. This has been amazing.

Max Cohen (57:34):
Yeah. Kika

Chad, you wanna take us out?

Chad Hohn (57:39):
Always will take us out.

Thanks for joining us, Kyle. Thanks for having me.
Oh. Places.

Okay. Hub heroes, we've reached the end of
another episode. Will Lord Lackcontinue to loom over the
community, or will we be able todefeat him in the next episode
of the Hub Heroes podcast? Makesure you tune in and find out in
the next episode. Make sure youhead over to the hubheroes.com
to get the latest episodes andbecome part of the League of

(58:12):
Heroes.
FYI, if you're part of theLeague of Heroes, you'll get the
show notes right in your inbox,and they come with some hidden
power up potential as well. Makesure you share this podcast with
a friend. Leave a review if youlike what you're listening to,
and use the hashtag, hashtag hubheroes podcast on any of the
socials, and let us know whatstrategy conversation you'd like

(58:35):
to 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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