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, educate,empower, and execute. Hub
(00:46):
heroes, it's time to unite andactivate your powers.
Liz Moorhead (00:52):
Chad, it's just you and me.
Chad Hohn (00:54):
Yeah. Can we land the plane? That's the question.
Liz Moorhead (00:57):
I have the I have the I have the plane landing
button this time.
Chad Hohn (01:01):
Okay. Good.
Liz Moorhead (01:02):
So I know that. The
Chad Hohn (01:03):
plane lander, then we're good.
Liz Moorhead (01:04):
I'm very happy about that. But Yeah. Now that
we've really done a deep diveinto a case study of what it
means to be a professional inpodcasting. Welcome back to
another episode of the HubHeroes podcast. What I am really
excited about today is thatwe've got our guy, Bastian Paul,
(01:25):
back from Hubly.io.
How are you doing, bud?
Bastien Paul (01:28):
Yeah. Welcome back. Great. Thanks thanks,
guys, for having me too again.And, this time, I I took my
headset to have a better soundwith the mic.
Oh. It was for the PlayStationfive at the beginning for the
headset, but, it was also onMac. So so that's perfect.
Liz Moorhead (01:45):
Wait. Just like you sound like
Chad Hohn (01:47):
you're transitioning noobs. Yeah.
Bastien Paul (01:49):
Yeah. Yeah. It's kind of it's just expensive,
but, for preference what? Sorry,please.
Liz Moorhead (01:54):
I said, is that what that crunching noise was?
The crushing noobs?
Bastien Paul (01:56):
Yeah.
Chad Hohn (01:56):
I said it's I said it sounded like he's crushing
noobs. Yeah.
Bastien Paul (02:00):
He's crazy. Crushing noobs. I think I'm more
crushed by, boys for for 14yards now than before. I know.
Liz Moorhead (02:09):
Oh, man.
Bastien Paul (02:10):
I don't want to hear that voice. You know?
Chad Hohn (02:12):
Yeah. Well, you know, there is something about when
you're just a teenager, how goodyou are at video games for no
apparent reason.
Liz Moorhead (02:20):
Bastian, I'm hearing some trauma in your
voice. Do you need hug orperhaps the consult of Yeah.
Bastien Paul (02:25):
Yeah. When I will come back here in The US, I will
ask you for for helping me,guys.
Chad Hohn (02:31):
Oh my gosh. It's incredible.
Liz Moorhead (02:34):
Well, Bastian, for those of you for those of our
audience members who may havemissed you the first time
around, can you tell us a littleabout yourself, who you are,
what you do? Sure.
Bastien Paul (02:45):
I've been
Liz Moorhead (02:46):
crushing noobs and crying about
Chad Hohn (02:47):
14 year olds.
Bastien Paul (02:48):
We obviously obviously, the the audience,
heard that I'm French. So livein France, Paris. It's pretty
cold here. And, CEO andcofounder of Hublid. Hublid is,
a Chrome extension to track,sales activities from LinkedIn
inside HubSpot.
Chad Hohn (03:07):
Mhmm.
Bastien Paul (03:07):
So we are doing, like, kind of HubSpot LinkedIn
integration. And, in few words,you can import contacts,
conversation, invitationactivities inside of Spot and
draw, incredible, I would say,incredible dashboard, report,
list, whatever you want, withLinkedIn activities inside of
Spot.
Chad Hohn (03:26):
Hey, everybody. Yeah. So, Liz's connection's cutting
out a little bit there. So she'sturned off her camera, but she's
still here for the episode. Butjust thanks so much, Bastian,
for giving us a, you know, aintro to you know, what it was
that you talked about last time.
It's definitely really awesometo have that LinkedIn activity
(03:48):
inside of your HubSpot. I mean,really having everything
completely in HubSpot is themost important thing if you want
to be able to truly report onyour sales activities like you
guys, you know, do. So superimportant piece for people who
are leveraging LinkedIn as aplatform. And we couldn't be
more excited to have you back.
Bastien Paul (04:06):
Thanks. Thanks for having me. Excited too. Last
time, it was a good talk, so IYeah. Yeah.
Think we have we'll have a goodtalk now.
Chad Hohn (04:13):
Yep. Yep. Do you wanna should we move on to the
next one?
Liz Moorhead (04:16):
Yeah. Hi. Can you hear me okay?
Chad Hohn (04:18):
Yep. Yeah. Yeah. We can hear you great. Yeah.
That's good. Yeah. Yeah. So, oneof the things that we've heard a
lot is, you know, from othersales teams is that they really
struggle to tap into, like,HubSpot's automation and CRM
functionality. Right?
And, to allow those automationsto increase, their selling time
(04:40):
rather than just spending timemanually managing their data.
You know, why do you think thatis? And is this something that,
you know, can be fixed in the inthe sales team land?
Bastien Paul (04:52):
I guess, like, you can bring a lot of data. And
since you have AI now, you cando a lot of automation really
easily, especially with AI.Like, you can create your own
charge g charge GPT custom GPT,or you can create now custom GPT
by API. So you can create aspecialized GPT with your
knowledge plus accessing somesome knowledge and performing
(05:13):
API, request for you. So you canreally trigger some automation.
But Mhmm. At the end, theyaccess to the data online, but
they can't they can't access toyour data. So you have to, to
have let them the opportunity toaccess to your data. And I think
today yeah. The major thing themajor problem.
(05:33):
I think you you will be with meon this one, but it that, like,
most of automation and workflowsdon't work because data is
missing in the CRM or data isnot up to date.
Chad Hohn (05:44):
Like, missing from the front end, like, data entry
standpoint on the front end orjust in general?
Bastien Paul (05:50):
Yeah. I mean, like, as we spoke last time,
like, for example, salespeopleand marketing people don't speak
the same language. Like,salespeople prefer to when you
when you hire salespeople, whatyou want to maximize is time
spent on the phone speaking withcustomers. You don't want to
maximize the you don't want themto to do the data entry. And, of
course, like, for example, whenI'm doing sales call, I don't
(06:11):
want to do data entry too.
I just want to perform and saythe best speech, I don't say.
Chad Hohn (06:16):
Or Yeah. Well, you wanna be present with the
customer. Right?
Bastien Paul (06:19):
Yeah. Sure. Asking the best question. You know?
Mhmm.
And so at the end, you you youyou might miss some, data to if
you want to do automatedfollow-up, post demo Right.
Task. And if you do automationthat doesn't work, that based on
the wrong data, you mightovertask your salespeople with
the wrong task. So at the end,they don't like the task they
(06:40):
get. You know?
And they were like, hey. HubSpotis working against me and not
with me. Mhmm. And and if you dosome automation with your emails
yeah. Yeah.
You know, like, the salesadoption is really hard, when
you have too much automation. Soat and at the end, you you will
remove that kind of automation,and you lose the benefit of
(07:00):
having HubSpot going back to doeverything manually.
Chad Hohn (07:04):
Mhmm.
Bastien Paul (07:04):
So I think, yeah, from the front end, we do have a
problem. But with AI, with maybemore into, like, using that just
for mining the information fromSalesforce, because you get more
and more information now. Andthis is terrible, and this is
more accessible. But before, youdidn't know how to treat them,
(07:25):
how to transform that, and nowyou have some possibilities.
Like, last time, I wanted to forevery call I made, create get
the transcript, of course,having to log inside the spot,
but maybe having some propertiesfeed automatically or an, next
stack task created automaticallyplus an email personalized.
(07:46):
You know? Mhmm. But this was,again, a bit tricky to to
implement. I don't find any ifyou have any ideas. I'm I'm I'm
all over it, but I didn't find atool or a simple way to do that.
You know?
Chad Hohn (08:01):
Yeah. Well, I think, one of the just a HubSpot tech
thing since I'm the HubSpot techguy, they just recently launched
call based workflows, right,which is actually a really,
really cool thing. So, like, youcan trigger a workflow when call
properties are updated. So let'ssay, like, when the recording
(08:21):
URL is known or when thetranscript is complete, you can
start a workflow now. And thenyou could theoretically run that
through a GPT and identify painpoints and then put that into a
property and then run that sametranscript through another GPT
identifying something else.
Right? But, like, that's a hugestep in the right direction when
(08:45):
it comes to being able to tryand alleviate some of, like, the
bulk data that just gets storedin your sales calls or in your
meetings. Right?
Bastien Paul (08:55):
Yeah. And I think I think when when when you when
you're doing sales call or CSMor it's kind of when you're
speaking with clients, as aclient, you expect that person
in front of you to have all thisinformation. And the next step,
you know, you don't want tospend your time to reexplain
(09:15):
what you're looking for, what isyour use issue also. And,
normally, CRM has been invitedinvented before for that. You
know?
So Mhmm. I think, for example,this kind of automation should
be one of the the main thing todo right away because you will
save save a ton of time becauseevery rep going back to the
(09:35):
company, knowing, like, okay.What we did we do with this
company? What was the last timewe contacted and so on? And, you
see some opportunities, andthese opportunities are easier
to implement than before.
Right. But it's still hard toget data, be sure the data is
correct, and then transform it.
Chad Hohn (09:54):
Well and to make sure it's in front of the right
people at the right time.Because just because it's in
your activity timeline doesn'tmean that somebody's going to go
dig through it. Or even if it'sin a couple of properties in
your HubSpot, that doesn'tnecessarily mean that that's
gonna benefit somebody unless,you know, you have really
thorough training processes andthings like that. But yeah, man.
(10:16):
I think, when when you weresaying, like, oh, yeah.
Even in customer success or whenyou're talking with clients,
they expect you to know the lastthing you talked about. Like, I
mean, how frustrating is it tocall, like, CenturyLink Internet
support, and then they have noclue who you are. You just got
disconnected five seconds ago,you know, and then you have to
(10:38):
call them back and reexplainyour whole life story about this
thing that's going on. Goodgravy, man. Is that just
frustrating?
You know? Like, it's just sobecause, like, it's just such an
awful user experience on thecustomer side. And, like, when
it comes to support, but evensales, it's like, oh, yeah.
Well, your buddy just called meif you have more than one sales
(10:58):
rep working leads. Right?
I mean, that's frustrating too.Right?
Bastien Paul (11:02):
Yeah. Sure. Like, so it's so funny we speak about
that because last Friday, forone week, I was still I was
trying to reopen an account, fora content tool that I closed,
like, one month ago. And Iwanted to reopen to reopen it.
And I tried to reach out to thesupport team.
No answer. It was very hard andso on. At the end, I got
(11:23):
someone, tell me, like, yeah.Someone will call back. On
Friday, someone call back,explain all everything I I know
I have, and say, okay.
You have to see with youraccount and so on. We we cannot
note that for you. Fair enough.And this morning, I received a
call at ten p 10AM by the sameguy telling me, like, did I
(11:45):
answer to you? I say, okay, man.
I don't know. Take your notes orsomething. You know? Oh, okay.
Like, the, the the the the theopinion you will have to the
brand after, you can you youwill speak to your friend and
say, yeah.
This brand is good, but thesupport is is not good and so
on.
Chad Hohn (12:01):
Right.
Bastien Paul (12:01):
This will affect the brand. You know? So so I
think, like, yeah, especiallyfor sales, of course, because
this is the first touch pointwhen you're when you're
prospecting. But, of course, forthe customer service, it's
really important.
Chad Hohn (12:15):
Yeah. %. Well, when it comes to, like, HubSpot in
general, one of the things thatHubSpot really has a ton of is
integrations. Right? And becauseof their super robust
integrations platform and howthey support app partners, I'm
sure Max will have something tosay about this.
It's too bad that he's not here.But how they they try to do
(12:36):
their absolute best to supportapp partners as much as they
can. I'm sure there's smallgripes in between we need this
and we need that. You know? AndI totally totally understand
that, because Roofing BusinessPartner also has, like, one
public app that we support.
So I get it. You know? But, theydo have a like, compared to most
(12:56):
any other CRM, I mean, they'redefinitely industry leading, if
not the leader, when it comes tothe, like, robust ecosystem of
integrations. Right? What are,like, e tools or integrations
that teams should prioritize?
And, obviously, I know Hub leadis in there. But is there
anything else you see? And thenwe absolutely. I think we should
(13:17):
talk about Hub lead in that inthat, stack for people in that
particular b to b space. Right?
Bastien Paul (13:24):
Yeah. Sure. Like, as you said, first of all, the
integration is way easier thanplenty of other CRMs. Of course,
compared to Salesforce, there isno, no talk about that. Like,
Salesforce, something horriblewhen you want to integrate.
But HubSpot
Chad Hohn (13:42):
Well, it's because of they're, like, so many different
chunks of softwares that make upthe software. That's what makes
it difficult, I think.
Bastien Paul (13:49):
It's pretty silo. It's really hard. Yeah. Yeah.
It's very silent, and, I'vespent documentation is kind of
accessible.
It's really straightforward. Sointegration is way, way easier.
For sales tool so first of all,before picking the tools, I
think one of the most importantthing salespeople or sales team,
(14:14):
rev ops teams, they want tobuild new tools or going on
going to HubSpot, for example.They need to redefine what are
their needs.
Chad Hohn (14:23):
But
Bastien Paul (14:23):
also their their strategy. You know? Like, for
example, the sales tax, salestax, sorry, won't be the same if
you want to talk with 10,000customer, a year or 1,000, for
example. And I think I think thepoint of targeting how many peep
how many companies, sorry, wewant to speak with per year is
something really interesting,because, like, for example, you
(14:47):
you if you say, like, on the Ihave, I want to have 10 clients.
For that, I have I have to have100 deals.
For that, I have to have 100companies. So I need to speak
with one one thousand newcompanies per month. That's
Mhmm. Right. First because atthe end, in three or four
months, you will be speak withthe same company you spoke,
like, again, like, on January,for example.
(15:09):
Sure. So it's more about, like,how many companies you want to
to outreach on the on one year,and then you can select the
right tools. So if you if youaim for, like, I don't know, you
have, like, two, three salesteam top, maybe five top, and
your market is kind of big orso, your TAM to the other at the
(15:30):
service market is kind of high.I think you can go for, like,
Lendly's or a gross machine foremail, LinkedIn automation. You
have also some LinkedInautomation tool doing only that,
like Walexin.
They have a good integrationwith with HubSpot. You can,
like, sync your emails,LinkedIn, outcome, and so on
(15:50):
inside HubSpot. Actually, we weare using your LambList, with
Hublit. And, so these automationare really good. And, of course,
for finding phone numbers, ofcourse, you have Hublit, but you
can use also Casper or Lucia.
If you want to do call calling,that's that's kind of mandatory,
I guess. Mhmm. For if you wantto do some if you're doing a lot
(16:15):
of email automation, I reallysuggest to have an outbound an
email warm up. You know, thiskind of tool that Mhmm. Is
warming up your your emails.
Mhmm.
Chad Hohn (16:23):
Like, I've heard of, like, Mailgun or some different
email warm up tools. Basically,just trying to get your email
domain and just for, like,people and, you know, who may
never have heard of this before.But to make sure that your
domain isn't immediately flaggedas spam, because it just came
out of nowhere. And then all ofa sudden started sending 1,000
(16:44):
emails and boom, insta spam. Soyou got to like, kind of send a
few emails and then a few.
Yeah, and a few emails and alittle more emails. And then it
warms up that so that all theservers don't just immediately
flag you as spam. But just forYeah. People who've never had
that.
Bastien Paul (17:00):
For for Hubly, we use Mailreach. So but there are
also others. Yeah. It's reallyimportant. It's kind of a bit
expensive when you you're addingthe cost, you know, when you
have, like, four, five, sixemails.
But if you're sending emails ifyou have one email, one domain
that is in spam, you, at theend, losing money. So that's
really important to have it.
Chad Hohn (17:21):
Yeah. You gotta protect your main domain. I
mean, I think that's somethingthat people don't really think
about as much.
Bastien Paul (17:28):
This one, like, using HubSpot.
Chad Hohn (17:30):
Yeah. Yeah. Yeah. Exactly.
Bastien Paul (17:31):
And, you
Chad Hohn (17:32):
know, you can use your, you know, your HubSpot
email health tool, and youreally need to make sure that
it's only your people that youknow, need to hear from you with
your, you know, within yourHubSpot, right? Those are the
people who are like, they'realready buying things from you
or, you know, stuff like that,and you're not bothering them
(17:53):
too much. Right?
Bastien Paul (17:54):
Yeah. Because
Chad Hohn (17:55):
you really gotta protect that main domain.
Bastien Paul (17:57):
Yeah. Main domain, you shouldn't do, like, of
course, if you're if you'restarting, you can do some
automation, but not not so much.But at the end, like, for for
hybrid.io, we don't do anyautomation on it,
Chad Hohn (18:10):
because if
Bastien Paul (18:11):
you're getting spam and you want to speak with
your customer, you will be, itwill be a bummer. If you have
your tech team. So you may notwork internally, something like
that. It will be, you you willhave some people against you at
the end of the day, so you haveto be careful. Yeah.
And and, like, for me, theagain, depending of your time
(18:33):
and how many people you want totarget in month on the yearly
basis. But Mhmm. If you want tosource companies, of course, if
you're going to, like, most ofour clients and prospect are
using LinkedIn and LinkedIn saysthey're allowed to find,
companies to target. No? Sure.
But I'm not sure for for thesetools for for this, sorry, step.
(18:55):
I don't I don't I don't have anypreference in term of sales tag
because I do have a preferencefor having something that is
scrapping LinkedIn salesnavigator on a daily basis. Why?
Because for me, this is theprimary database in the world,
and you cannot get closer to thetruth with this platform with
(19:18):
another platform. But you can ofcourse, it's harder to to scrap.
So you can use Apollo, you canuse Clay and so on, or AI agent,
to create your companies and soon. So for the beginning, I do
advise, most of my customer, Ido advise them to use Clay or
things like that. If if so ifyour time is is is big and you
(19:38):
don't have a lot you like, forexample, your time is, I don't
know, 10,000,000 companies andyou want to have a switch only a
10 k companies per per year. Youdon't care to have this kind of
big database. You know?
Right. But for us, for example,we do have a target of 200 k
companies, clients of HubSpot.And we want to reach, I don't
know, like, 10 k per per year,for example. Sure. So let's say
(20:03):
you use an AI agent.
You're asking for companies, andat the end, they give you, like,
no more companies or fewercompanies or companies with, a
scoring that's not working orsomething like that. Mhmm. And
at the end, you don't own theprocess. You know? You don't you
don't know because when you askto a client or something like
(20:24):
that, you don't know where itwhere's the data come from, and,
you don't know if it's, still upto date, something like that.
Outro (20:31):
Sure.
Chad Hohn (20:32):
So I prefer to call companies on LinkedIn, you know,
some of the company recordsthere are just orphaned. Right?
So there's nobody there. Right?It's just, it's, like, hey.
We made a company on LinkedIn,and we've never updated it
because, you know, some peopledon't actually, like, do much
with their LinkedIn company.Right?
Bastien Paul (20:48):
So I prefer to own the process internally. And for
that, Sofony, because, I spoketo Liz, like, two weeks ago, and
we're still working that on thaton the Hublit. You you we this
if you want to to have itinternally, it brings, like, a
lot of pain and a lot of thingsyou need to think about. So for
example, how do you scrap salesnavigator? Because you can use
(21:14):
some Phantom Buster or tool likethat that is using your cookie.
Everboot, I think the, tool likeI like a lot. They're using your
cookie, your app salesnavigator, and they scrap the
the list for you and export as aCSV. These one are really good,
but sometimes if you want to goat scale, it can be harder
because if you have the LinkedIndetection, you know. One thing
(21:38):
I'm trying right now is, I'mtrying it's working. You get,
for example, the list a list ofcompany, and you're doing a
query on Google, and you'retrying to scrap, people from a
certain company
Chad Hohn (21:53):
with a certain job profile. Associated contacts.
Bastien Paul (21:56):
Yeah. With a with a Boolean search, that's what we
do. Sure. It's easier to it'scheaper and easier to scrap
LinkedIn. But Mhmm.
I prefer to have the list offull employees inside,
companies, especially the oneyou want to show targets.
Because at the end, you can useChargeGPT, for example, by API
(22:18):
Mhmm. Telling him, like, forexample, hey. I have this list
of of people. Here's my decisionmakers.
Here's my target. Can you pickone of them? Craft a copywriting
and then send to him.
Chad Hohn (22:29):
Mhmm. Yeah.
Bastien Paul (22:31):
And if you want to do something, like, really
scalable for outbound, I dothink sometimes you need to, use
BigQuery kind of SQL databaseMhmm. Outside of HubSpot because
Mhmm. There's there is onelimitation I do, from a store
(22:52):
that is very sick very not goodis when you're doing the search
API to search contacts, you havea limit API request limit plus
you have a number of Yep.
Chad Hohn (23:05):
Of searches that you can pull back. So Yeah.
Seriously, have you attempted touse the GraphQL API? It may be
able to return more. I'm notsure if it can
Bastien Paul (23:16):
or not.
Chad Hohn (23:17):
I mean, I've found GraphQL particularly helpful for
getting from one association toanother association all in one
API call.
Bastien Paul (23:25):
Okay. Yeah.
Chad Hohn (23:26):
But I wonder how many how many, because there's a a
maximum weight that you can haveto your GraphQL query. So, like,
it gives you a certain number ofpoints you can spend per call,
and that may be more than thesearch API limit. So that might
be worth
Bastien Paul (23:43):
Yeah. It might be worth
Chad Hohn (23:44):
exploring briefly.
Bastien Paul (23:46):
Yeah. I need to explore because the second thing
they had is that, but I thinkthey raised up. But, last year,
it was when you're doing thesearch API, you are limited to
only three filters.
Chad Hohn (23:59):
Mhmm. Right.
Bastien Paul (24:00):
Properties. But I think they they now added up to
five. But maybe
Chad Hohn (24:05):
with the GraphQL, you can do a lot.
Bastien Paul (24:07):
Okay.
Chad Hohn (24:08):
Right. In in GraphQL. Yeah. You can you can really
drill down into the veryspecific information you're
looking for.
Bastien Paul (24:14):
Okay.
Chad Hohn (24:14):
From my understanding, often, it's used
for, like, CMS actually in webpages so that, like, you're
making less API calls onsomebody's browser side. Right?
Or, like, to populate the dataof a web page. Because, like,
often in a web page, you need toknow information about a company
and a contact and their supporttickets. Right?
And or something along thoselines. Right? And so you need to
(24:38):
be able to make those associatedqueries, but GraphQL lets you
just get right to what you'relooking for By formulating the
query in a certain way whenyou're on a certain page, right?
It could be possibly useful forwhat you're saying. Just
throwing again, you know, sinceI'm in the driver's seat, we're
doing we're doing tech and salestoday.
(25:00):
Yeah. Yeah. Since that's that's
Bastien Paul (25:01):
my jam. I did I did so I did see that, that
announcement, but I didn't, Ididn't try it. But now I'm
reading the doc. It can't beinteresting. So Mhmm.
Chad Hohn (25:15):
Yeah. If you go to the CRM development tab inside
of your HubSpot, there's aGraphQL builder.
Bastien Paul (25:21):
So you
Chad Hohn (25:21):
can build your GraphQL. You can just click
through all your objects and godown further. So you can build
your GraphQL query beforeactually having to, like, try
and do it in a developmentenvironment. And you can
actually even test your calls.And you just paste in your ID
and the the ID that you'relooking for or or the filters
(25:42):
you're looking for search orwhatever.
So, often, though, you startfrom an object. So, like, you'll
notice you're gonna start from aspecific contact, and then it'll
give you all of its associatedstuff. But it it may be worth,
you know, exploring, dependingon what you're trying to
accomplish. But I guess,depending on what you're trying
to accomplish. But I guess, youknow, like, as far as
integrations, you know, I knowHub lead is, like, very
(26:05):
surrounding all of thesedifferent types of sales
activities.
Is there anything that you wannadive into specifically on that
that assists with that, youknow, streamlining of the
process? Right? I know it's,like, the extension and all
that. Right?
Bastien Paul (26:21):
Yeah. Sure. So as we spoke, like, for example,
when you're when you'rescrapping a ton of list, when
you're doing Mhmm. This amountof work, when you're I don't
know. You you have a new market,you you're opening your company,
you you market is blank, you youdid nothing, you can easily do a
lot of automation, likescrapping in JT instead of
sorry.
Sorry. But when you're whenyou're on companies, you're
(26:44):
already, called qualified. Yousaid we're interesting for you,
but not interested right now,and you want to to go back in
three or four months for forthis kind of nurturing part when
you need to follow your account,when you need to go for the
dream 100 customers, forexample, really the biggest
customers. For me, there was noreal tool for that, and Vistas
(27:08):
was not for the marketing team,but for the sales team. And
that's why we created
Chad Hohn (27:12):
prospecting is nurturing. Right? Like, it's
somebody you know who's alreadylike, the right kind of
business, but you need to getthem across the finish line.
Bastien Paul (27:22):
Yeah. And for me, this was more for the
salespeople, and most of thetools we want we we saw in the
market was very marketingoriented, because marketing and
salespeople does not have do nothave the same, skills plus the
same, processes when they areworking. So we created Hubly to
(27:42):
be on top of LinkedIn orLinkedIn sales navigator to
import contacts, conversationalso to track the activities,
invitation sent, and acceptedinside of Spot and with all the
time inside of Spot. So youhave, like, for example, the the
last invitation sent date, lastinvitation, accepted date,
things like that. Mhmm.
(28:02):
And one, it's saving time forsalespeople. Second, you can
really stay organized insidelink inside of Spot from
LinkedIn, so inside LinkedIn atthe end. And the other thing was
people and salespeople, I mean,they need to, be more into the
networking system. Mhmm. Like,for example, when we when we
(28:26):
develop more and more SaaS, youknow, or b two b consulting
online and so on, we were okay.
There are plenty of people. Wecan we can email everyone. We
can you can do plenty of thingautomatically and get leads. But
at the end, if you want to grab,if you want to get, like, a high
value company, high value highticket company, something like
(28:48):
that, it's all about networking.It's all about knowing people,
getting referrals,
Chad Hohn (28:53):
and so
Bastien Paul (28:53):
on. And LinkedIn, it's the place for that. It's a
place Right. Like or and, ofcourse, in person event in
person events, but LinkedIn isreally the place for that. And,
that's why we we, added thecontact, messaging import,
capabilities to importconversation.
And that's what's seeing youryour invitation because how do
(29:16):
you, pilot your network, and howdo you, handle your network as a
salespeople or salesperson,sorry, or a founder? It's very
hard in LinkedIn, but withinHubSpot, it's easy because in,
in HubSpot, you know all yourICP, your targets, you have
everything, your calls, and no.So we bring back the data from
LinkedIn inside HubSpot forsalespeople to be really the
(29:38):
owner and so they can work ontheir network. Because at the
end, for me, that's that's atrue added value from a
salesperson. It's a network theycan build inside the industry.
So so the relationships they canhave, and, and that's that's how
they can bring the best customerfirst to the company.
Chad Hohn (29:59):
Well, that that's, and it brings it completely
inside of HubSpot, so you havean accurate accurate picture of,
really, all the interactionsthat your team has had. Right?
And one of the things I'venoticed recently that's been
particularly helpful is at thetop of different record pages,
the summary of activities thathave been recent. That has been
(30:21):
really helpful before I go diveinto you know, dealing with a
company or a customer if I'mworking inside of HubSpot. And
with the HubSpot sales extensionoffering, like, your Breeze AI
in on any domain has beenparticularly helpful when you
(30:42):
actually go to somebody'swebsite to take a look at it.
You can kind of get thatassociated activity and some
summaries there. Have have thoseparticular features been, like,
insightful, or is that somethingthat, you know, because, like,
sounds like HubLead is helpingyou get all that data back to
HubSpot. But getting thatcomplete summary, I think, will
(31:03):
be, you know, particularlyuseful for people. Right?
Bastien Paul (31:07):
Yeah. So, I didn't try right now because I don't
think, I mean, maybe now I haveaccess, but I didn't have time
to to check.
Chad Hohn (31:16):
Sure.
Bastien Paul (31:17):
But I know that, say, I did the personalized
sequence for one one person.Mhmm. And, normally, one of the
product manager told me, like,we can take into account the
LinkedIn activity. You know,when you when you have
activities, you have activeLinkedIn activity type. And this
one, that's how what we we fillin, for the message and so on.
(31:39):
So, technically, if they canreally use that, technically,
you can use a LinkedInconversation to build, this,
personalized sequence. But Ididn't test it, myself right
now, so I need to verify that.But when I wanted to do that
was, like, end of the last year,and they so so beta was still
(31:59):
closed. Yeah. But not foreveryone, but I think maybe now
it's for everyone, so I need totry it again.
Yeah. Unfortunately, we do also,log the limitation, you know, as
a property, but also as a timeand event. I'm not sure if they
use that in I don't think sothat use that inside the
personalized sequence, butmaybe, pervy, one day.
Chad Hohn (32:22):
Yeah. Well, you can log LinkedIn messages
specifically. Right?
Bastien Paul (32:26):
Yeah.
Chad Hohn (32:27):
Like and that is that currently restricted to the
LinkedIn integration only, orcan you log those via the API
now?
Bastien Paul (32:34):
You you mean about the native integration with
LinkedIn?
Chad Hohn (32:37):
Yeah. Like, the the actual, like, LinkedIn timeline
activity. So, like, you know,the timeline is Yeah.
Bastien Paul (32:43):
We we look come from an integration,
Chad Hohn (32:45):
but then the activities can be LinkedIn type.
Bastien Paul (32:49):
Yeah. Yeah. The activity of, LinkedIn type, we
do Mhmm. We do create and updatethat one. So so for me, this one
should be reusable inside thepersonalized, CPAs from Breeze.
So I think that one can bereally handful. And, of course,
like, since our product is ontop of LinkedIn and we try to
(33:10):
match the LinkedIn contact toHubSpot Perfect. You have now
the Breeze enrichment where youcan enrich your contacts. Of
course, I guess, you can enrichwith the LinkedIn URL. And the
more you have the URL, the moreyou can do things.
For example, when you go back onthe contact, it will be
automatically identifying,reducing the number of duplicate
(33:30):
and so on. But, of course, ifyou have the LinkedIn URL, you
can do it to be sure and plentyof things like that. So that's
perfect because most of ourcustomers are going using a
grid. They say, hey. You don'trecognize this contact and this,
this HubSpot contact with thisLinkedIn contact.
And I said, yes. So you don'thave the LinkedIn URL, so we
have to try to guess with thefirst name, last name, company
name, and so on. Right. But ifyou if if the company domain is
(33:54):
different from the LinkedIn pageor the name is not not the same
in the LinkedIn page, then wecannot be sure it's the same.
No?
So I hope one day, all HubSpotCRMs are from all customer will
have the correct LinkedIn inyour head, but this is not not
in place. You know, like It'sone of the most
Chad Hohn (34:13):
difficult things to solve. Like, even even just,
phone call, like, getting phonenumbers formatted properly in
such a way that you can link upfor your VoIP system to make
sure that the people that itthinks are you know, like and
that's just one number. Like,it's a number, but they're and
(34:34):
it's you know, like, you think,oh, it's not that hard to format
it with regex or something, butit's just dirty data, man. Like,
I mean, how it comes in and howit's stored on the Internet and
you know? Anyway, it's just it'sno a notorious issue for HubSpot
admins around the world to tryand figure out how to make all
(34:55):
that all that junk line up withthe integrations that are
feeding it data.
Bastien Paul (35:00):
Yeah. It's it's really hard because with CRMs,
and I think more with HubSpotbecause it's really open. You
can do plenty of things. But atthe end, it's really hard to
know, like, okay. You don't haveany framework.
You can just follow and say,okay. We will report like that.
We will do the life cycle thisway. The list touches this way.
(35:20):
You know?
You can really personalizeplenty of things. And at the
end, you try to personalize soit stick to your business. Mhmm.
That's really important to havethe take the time to simplify
what's what your people aredoing in the real world so you
can translate in CRM, you know,in CRM world. And this is the
(35:43):
hardest part.
Instead of Yeah. Really knowing,like, HubSpot, how to use
workflow and so on. But thehardest part is how do you
simplify your process so it'seasier for everyone to to
understand and then havinginside of Spot.
Chad Hohn (35:57):
Mhmm. Well, I think one of the interesting things to
think about is just because youcan do it doesn't mean you
should. Right? Just becauseYeah. It's possible doesn't mean
it needs done.
And I think that all you know,especially what you're just
mentioning, leads really nicelyinto this next little segment,
which is, you know, for teamsthat are overwhelmed by the
(36:21):
amount of things, the amount oftools out there, you know, like
the different email scrapers,the different or, like, warm up
tools. Like, there's all thesedifferent integrations. There's
all these different things. Youknow, and you were talking
about, like, well, there thingsare so customizable. There's not
quite a framework.
But what would you say might bea simple framework for helping
(36:45):
decide which HubSpot native orintegrated solutions to invest
in or which ones to avoid.Right? So, like, there's so much
stuff out there. Like, foreveryone who's overwhelmed, how
would we try and determine whichthings we wanna use more easily?
Do you have maybe a frameworkfor deciding on integrations and
(37:05):
for sales
Bastien Paul (37:06):
teams? So first of all, everything inside HubSpot.
The more the more you can, thebetter. And Mhmm. For me,
HubSpot should be always asource of truth.
Chad Hohn (37:18):
Right.
Bastien Paul (37:19):
Everywhere you you every application you want to
work with, whatever, the sourceof truth should be HubSpot. So
you need to be sure that theintegration works in both way,
and most of the integrationworks in one way. HubSpot Mhmm.
To their app, but not their appto HubSpot. Mhmm.
Chad Hohn (37:36):
And I
Bastien Paul (37:36):
think that's the most important thing to do not
forget for the, reverse whenthey are coming back to HubSpot
with the information. So if youwant everything inside of Spot,
when whenever you are evaluatinga link, something intention to
HubSpot, you need to think toask for, okay. I can access to
my data from HubSpot, but can Iaccess the data from the app is
(37:58):
now generating inside myHubSpot? And then you can look
at it. Do do you have to do it,is there any negative
interaction, or do you have todo it on your by yourself and so
on?
Chad Hohn (38:09):
Right.
Bastien Paul (38:10):
So this is the, most important thing. And second
one, I will say so. It's a bitlinked. I would say the more you
stay inside the spot to manageeverything, the better. So
especially for your salespeople,you don't want to give them,
like, five or 10 tools.
You want Yeah. I mean, five or10 dashboard, 10 things, 10
(38:32):
different web app. You want tostick to HubSpot and, of course,
LinkedIn to prospect, forexample, or I don't know, if you
want to listen to conversationfor for training and so on. But
if it's in HubSpot, that'sthat's the best. So how do you
how can you manipulate this toolfrom HubSpot or from the website
(38:56):
you're targeting people at?
So, like, does it integrateinside the sales flow on a daily
basis, or do do you are are youadding a new web app, a new
thing to do for the salespeople?Really important. And, yeah, I
think I think that's kind of themain things for me. Mhmm. And,
(39:18):
of course, like, just preventingthat duplicate error, things
like that.
But if you have a goodintuition, if you're evaluating
a good the good intention, as Isaid, like, going back to
HubSpot, getting back the datainside of Spot Right. Then
inside of Spot, you canmanipulate the data. So be sure
you don't have duplicate, havingyour dashboard to to be sure
(39:40):
that you're not doing you're notdoing wrong things to your your
database, you know, on yourHubSpot.
Chad Hohn (39:48):
Yeah. For sure. Yeah. Yeah.
Bastien Paul (39:50):
I think One
Chad Hohn (39:51):
of the things I yeah. Yeah.
Bastien Paul (39:53):
For sure. One of
Chad Hohn (39:54):
the things I've I've seen, HubSpot integrators do,
and this is just like a softwaresays, hey. We wanna have a
HubSpot integration. So thenthey get their developer to
build a HubSpot integration, butthey don't use HubSpot. I think
those integrations often arethey just integrate with an
(40:15):
object and put some data onthere or something, but they're
not as useful, if that makessense. Like, the integration
doesn't help you work out ofHubSpot.
It helps them get their data toyour HubSpot, if that makes
sense. Like, a lot of those turnthose systems want you to use
(40:37):
their user interface, whateverit is, right, rather than
allowing you to deal with insideof your HubSpot. Like and one of
the things that that we added toour integration for our CPQ
software, it's like a roofingspecific one because I work with
roofing business partner. It'scalled SumoQuote. And, you know,
(40:59):
at first, we built our app sothat it would, like, drop a link
to the SumoQuote project, andthen you open it, and it you
open it in a new tab, and youwork on the quote.
But now we've added, obviously,the iframe card. So you can just
click the button. It opens up.And inside of HubSpot, yes,
you're manipulating their userinterface in their software, but
(41:20):
you don't have to leave the tabyou're on. And it pulls up the
project that you're already in,right, for the the linking to
the deal.
Right? And I think that'ssomething that a lot of,
integrators, you know, they'realmost not even wanting to do.
They're not wanting to allow youto just stay in HubSpot and
(41:43):
never leave. And I think that'sbeen one of my one of the most
difficult things for choosingintegrations is finding ones
where their people are areHubSpot first, if that makes
sense. Right?
Bastien Paul (41:55):
I mean, I can't agree more because that's what
we do. Yeah. I do agree withyou. When you when you're
looking at some like, if I'mtrying to not be biased, Right.
If you're looking to to people,companies doing differentiation,
Of course, if you do, like atthe end, if you do four, five
(42:16):
integration with your app,normally, at the end, you will
have kind of power to low orsomething like that where most
of your customers are comingfrom one kind of CRM or CMS, for
example.
And then everything you'reshipping is for them. So the
other one, they won't they won'tget the same features that the
other one is is getting. So youcannot go deep dive. You cannot
(42:39):
go really deep inside differentCRM because, one, you have to
understand what the CRM about,how they are structured, the
API, what kind of new thingsthey are implementing, how
people are working with thatCRM, as you said. And, of
course, like, having, like,still a no HubSpot for five
years now, it's easier for meand, for my when I speak with my
(43:03):
cofounders to say, like, hey,guys.
Like, customer are doing likethat and like that because this
is impossible inside HubSpot.Mhmm.
Chad Hohn (43:10):
And I
Bastien Paul (43:10):
know because I already experienced it. So, when
I speak to customer, sometimes Iam I'm like like, okay. Give
show me your dashboard, and Ijust, like, consulting them on
their HubSpot, how they they useit Yeah. Beyond beyond HubSpot.
But at the end, it's it's ithelp you really, like, as a
founder to better understandwhat your customer are
(43:31):
experiencing and to provide thiskind of thing you you said, like
CRM card, iframe, and so on.
And you have more of the spiritof, not developing things inside
inside your app, but more insideHubSpot. Yeah. So, yeah, I do
agree. And and one of, one ofthe main thing I need to work on
(43:52):
for for our customer, kind of oncustomer care point of view is,
okay. Now we we update someproperties.
Mhmm. You know how to do somereports, but what can I do more?
You can create task. You cancreate list. You can create
workflows.
You can create branch of things.You know? And then, like, for
example, you have the newsequence, as I said before,
(44:15):
personalized and so on. But thisone, you, me, as Bastian, I
know, but most of our customers,they they don't know. So I need
to craft some content to them,to explain to them what they can
do and so on.
And it brings, like, a level ofopportunities really, really
huge, so you can bring a lot ofvalue to your customers. So,
(44:35):
yeah, I do agree with you. It'sstill the customer is still the
in the beginning of that. We arewe're seeing more and more
companies only HubSpot focus.Mhmm.
But I guess, like, there willthere would be a more and more
and more, and, it will be waybetter for HubSpot users
because, you know, we have adedicated team doing more things
(44:58):
with HubSpot, and then they canbe more useful for everyone.
Chad Hohn (45:02):
Yeah. I mean, if it's called HubSpot, it should be the
hub where you work out of.Right? The central point of
where all your data goes, or atleast it should be aware of your
data. And I think that, youknow, when we come back to
source of truth.
Right? My thought is if it's notcoming from HubSpot, HubSpot
(45:23):
should at least be aware ofwherever it's stored in real
time. Right? And, like, forexample, I'm never gonna do my
accounting in HubSpot. Yeah.
But if I need to attributeexpense data back to my sales or
something like that, I should beable to see that expense data
related to my sales, right, forexample. But that's not the
(45:45):
source of truth is in that case,QuickBooks, right, or whatever
my accounting platform is. But Iat least need to bring that data
back in real time from anintegration that's that's good.
So it's a window into the actualthing, right, for example.
Bastien Paul (46:01):
Yeah. Completely. Like, I did that for for Stripe,
for example, for every Mhmm. Notnot MRR, but really, like, the
amount we invoiced and we reallyhad inside the bank for every
deals. So whenever you arespeaking with a client, you you
you know, for example, is it isit MR.
So you're you're saying, like,okay. This is a good, huge
(46:23):
account or not. But you knowalso the amount you bid the the
guy. So let's say, for example,the MR is $60 per month, for
example. Mhmm.
But you you see, like, I don'tknow, 1,000 bid, you know that,
okay. It's a smart customer, butit's 1,000. So I need to be
maybe more careful or somethinglike that. So you you you change
your mindset, you know, and foryour sales, that's why it's
(46:43):
easier it's better because theycan see, like, hey. This deal I
closed, like, six months ago.
It it brought, like, I don'tknow, 6,000 to the company. So
they are proud. They are happyabout their work. You know? So,
yeah, I do agree with you.
Like, even even if it's not usedinside the workflow or something
like that, having everythinginside HubSpot to better know
(47:04):
your business, it's very good,for your daily operation, for
sales team, marketing team,whatever you
Chad Hohn (47:11):
Yeah. For sure. Well, I have one more question. But
before that, just a littlebirdie told me, from the
Commerce Hub team that paymentsmay be getting custom properties
at some point. I don't knowexactly when.
Oh. But how cool would that beinside of HubSpot? Because, I
mean, I've had to have a customobject to represent payments in
(47:32):
the accounting software becauseI can't do anything through the
payments in in HubSpot. And I'mpretty sure there's a beta out
where you can edit invoices viaAPI now. So you still have to
opt in to beta, but, like, beingable to manipulate HubSpot
invoices, that's pretty slick.
And you can put customproperties on the invoices and
everything and all that, youknow, too. But, just, you know,
(47:56):
so that you're aware if youhadn't seen those come out.
That's and then there's somestuff on the horizon there that
might be particularly useful forsome of those use cases.
Bastien Paul (48:05):
Yeah. Especially for salespeople, when you have
custom invoice and so on, it canbe really, really interesting.
Chad Hohn (48:10):
Yep. It can. But, anyway, I guess, you know,
coming back to the sales topic.Right? So I everything's kinda
related to sales at the end ofthe day, isn't it?
Yeah. Right? You could go in somany directions from sales just
because, like, everythingultimately comes comes back to
you know, it starts with salesor something touches sales in
(48:30):
some capacity. But, anyway, for,like, people who are sales
leaders in HubSpot, who feellike they're not getting
everything out of their techstack, what would be the best
place to start in your opinionto turn that around? So like,
hey, I feel like I have all thisstuff or I feel like I'm not
(48:53):
leveraging everything in thisplatform that I pay all this
money for, especially smallerteams really feel the burden of
that expense a lot more thanbigger teams, you know, just
because of the size oforganization.
Where's a good place to start toreally start turning that ship
around and feel like you'regetting value out of your
HubSpot?
Bastien Paul (49:13):
The best thing when when when you're in this
situation, normally, you it'sbeen, like, maybe three, four
months. You tried differenttools, tried tried different
processes. You might createdsome properties and so on. So I
think at the end, what you needto do is just to get a blank
paper or whiteboard, whateveryou want to know.
Chad Hohn (49:35):
Yeah. And
Bastien Paul (49:36):
just try to okay. What is the process in a simple
way? And, if you cannot explainit in a simple way, then you
didn't understand, then you needto rework and you need to erase
everything and restart. Becausethe goal here is not to fix the
thing. The goal here is toremove what doesn't work and to
(50:00):
remove things you tried becausemaybe three months ago, your
understanding was like that, andnow you tried and now you'd know
that your understanding changed.
And so you have to get theforklift or didn't work ever.
Right? Yeah. It didn't work andbrought something else,
something. So Mhmm.
This is something I I do like.It's a second order thinking.
(50:21):
It's when you're bringingsomething a solution because of
a problem, then you're bringingmore problems, and then you're
bringing more solution. Soinstead of going at the end and
trying to fix the solutions, fixthe new problems you have, Just
get back to the real problem youhad in the beginning. And maybe
that at that time, when youimplemented solution, you didn't
(50:43):
really get the problem.
That's okay because Yeah. That'sexperience. That's how you know
Chad Hohn (50:48):
more more more information now. Right?
Bastien Paul (50:50):
Yeah. And so Yeah.
Chad Hohn (50:51):
You understand more.
Bastien Paul (50:53):
Yeah. So to get back to the root of, to the
roots of the problem, you havefor me to to to, to restart,
with nothing. So go for a whitepaper and just write down, like,
okay. What are the salesjourney? What are my sales are
doing and so on?
And try to find things they aredoing, in duplicates or, things
(51:14):
they are doing, but they arenot, useful anymore or something
they are not doing and you canmaybe replace, not use it again.
You know? Yeah. So that's thatwill be the first thing. I I I
won't have any blank white paperwhere I note all my tools and
trying to articulate it.
No. No. I I will just go back tothe to the process, what people
(51:36):
are doing, what my salespeopleare doing, maybe asking them,
you know, and trying to havesomething really simple. And
then you will find out, okay.This one is not useful.
This one, we need to fix. We cancheck another tool and and, and
so on and so on. You know? Butyeah.
Chad Hohn (51:54):
Yeah. That's great.
Bastien Paul (51:55):
Easier to, to add things that remove things. And,
Chad Hohn (51:59):
Yeah. Well, it is. I mean and that's, I think, one of
the difficulties that people getinto is they just keep adding on
top of layers and layers likeyou're saying rather than, you
know, I mean, I guess inengineering, the best part
sometimes is no part because ifyou don't have a part, it won't
break. Right? And so, like, whenyou're architecting a solution
(52:19):
for your sales, you wanna haveas few moving pieces as
possible.
Like, you should almost betaking away so much stuff that
you have to add stuff back.Right?
Bastien Paul (52:29):
Yeah. And, one advice, of course, is to read
the the book, high outputmanagement, from the span of in,
Intel, I guess, if I remember.Yes. Okay. Well, incredible.
Like, he explained how,projection factory works with,
(52:49):
explaining, how you do yourbreakfast for, for a restaurant
doing breakfast. And when youhave this level of simplicity
when you're speaking, like, whenyou're explaining, that's at
that point, you reallyunderstand. So every time I'm
rethinking about my process ofsales automation and so on, and
(53:10):
I think truly inside me is thatI'm not sure I really
understood. I'm like, okay. Youneed to re you need to rework.
You need to go back blank whitepaper and try to understand
what's not clear in your mindbecause if it's not clear, it
won't be clear anywhere.
Chad Hohn (53:25):
Yeah. No. That's perfect. Well, Bastian, I, I
wish I didn't have anothermeeting coming up because I
really, really enjoyed ourconversation today. And, you
know, I'm sorry you were stuckwith just me, but, hey, I'm I'm
really grateful for it.
I really, truly enjoyed, youknow, getting into all these
little nuggets of informationfrom you. And thanks so much.
(53:46):
And and we'll definitely have tohave you back another time. I
think, going to, you know, backto sales church, if you will.
Right?
Is where
Bastien Paul (53:54):
we are.
Chad Hohn (53:54):
And and, that's always just such a good time
because it touches every part ofthe business. So thank you so
much for your expertise, andthanks for being on.
Bastien Paul (54:03):
Thanks, Chad, for having me. It was great even if
you're aware, Arlene, but, wehad a so so deep subject,
discussion together. So great.Great. And, yeah.
Sure. Next time, I'll be there.Yep. Cool.
Chad Hohn (54:16):
Thanks so much. We'll see you.
Outro (54:19):
Okay, Hub Heroes. We've reached the end of another
episode. Will Lord Lac continueto loom over the community, or
will we be able to defeat him inthe next episode of the Hub
Heroes podcast? Make sure youtune in and find out in the next
episode. Make sure you head overto the hubheroes.com to get the
(54:39):
latest episodes and become partof the League of Heroes.
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and use the hashtag hashtag hubeuros podcast on any of the
(55:01):
socials, and let us know whatstrategy conversation you'd like
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.
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, educate,empower, and execute. Hub
(00:46):
heroes, it's time to unite andactivate your powers.
Liz Moorhead (00:52):
Chad, it's just you and me.
Chad Hohn (00:54):
Yeah. Can we land the plane? That's the question.
Liz Moorhead (00:57):
I have the I have the I have the plane landing
button this time.
Chad Hohn (01:01):
Okay. Good.
Liz Moorhead (01:02):
So I know that. The
Chad Hohn (01:03):
plane lander, then we're good.
Liz Moorhead (01:04):
I'm very happy about that. But Yeah. Now that
we've really done a deep diveinto a case study of what it
means to be a professional inpodcasting. Welcome back to
another episode of the HubHeroes podcast. What I am really
excited about today is thatwe've got our guy, Bastian Paul,
(01:25):
back from Hubly.io.
How are you doing, bud?
Bastien Paul (01:28):
Yeah. Welcome back. Great. Thanks thanks,
guys, for having me too again.And, this time, I I took my
headset to have a better soundwith the mic.
Oh. It was for the PlayStationfive at the beginning for the
headset, but, it was also onMac. So so that's perfect.
Liz Moorhead (01:45):
Wait. Just like you sound like
Chad Hohn (01:47):
you're transitioning noobs. Yeah.
Bastien Paul (01:49):
Yeah. Yeah. It's kind of it's just expensive,
but, for preference what? Sorry,please.
Liz Moorhead (01:54):
I said, is that what that crunching noise was?
The crushing noobs?
Bastien Paul (01:56):
Yeah.
Chad Hohn (01:56):
I said it's I said it sounded like he's crushing
noobs. Yeah.
Bastien Paul (02:00):
He's crazy. Crushing noobs. I think I'm more
crushed by, boys for for 14yards now than before. I know.
Liz Moorhead (02:09):
Oh, man.
Bastien Paul (02:10):
I don't want to hear that voice. You know?
Chad Hohn (02:12):
Yeah. Well, you know, there is something about when
you're just a teenager, how goodyou are at video games for no
apparent reason.
Liz Moorhead (02:20):
Bastian, I'm hearing some trauma in your
voice. Do you need hug orperhaps the consult of Yeah.
Bastien Paul (02:25):
Yeah. When I will come back here in The US, I will
ask you for for helping me,guys.
Chad Hohn (02:31):
Oh my gosh. It's incredible.
Liz Moorhead (02:34):
Well, Bastian, for those of you for those of our
audience members who may havemissed you the first time
around, can you tell us a littleabout yourself, who you are,
what you do? Sure.
Bastien Paul (02:45):
I've been
Liz Moorhead (02:46):
crushing noobs and crying about
Chad Hohn (02:47):
14 year olds.
Bastien Paul (02:48):
We obviously obviously, the the audience,
heard that I'm French. So livein France, Paris. It's pretty
cold here. And, CEO andcofounder of Hublid. Hublid is,
a Chrome extension to track,sales activities from LinkedIn
inside HubSpot.
Chad Hohn (03:07):
Mhmm.
Bastien Paul (03:07):
So we are doing, like, kind of HubSpot LinkedIn
integration. And, in few words,you can import contacts,
conversation, invitationactivities inside of Spot and
draw, incredible, I would say,incredible dashboard, report,
list, whatever you want, withLinkedIn activities inside of
Spot.
Chad Hohn (03:26):
Hey, everybody. Yeah. So, Liz's connection's cutting
out a little bit there. So she'sturned off her camera, but she's
still here for the episode. Butjust thanks so much, Bastian,
for giving us a, you know, aintro to you know, what it was
that you talked about last time.
It's definitely really awesometo have that LinkedIn activity
(03:48):
inside of your HubSpot. I mean,really having everything
completely in HubSpot is themost important thing if you want
to be able to truly report onyour sales activities like you
guys, you know, do. So superimportant piece for people who
are leveraging LinkedIn as aplatform. And we couldn't be
more excited to have you back.
Bastien Paul (04:06):
Thanks. Thanks for having me. Excited too. Last
time, it was a good talk, so IYeah. Yeah.
Think we have we'll have a goodtalk now.
Chad Hohn (04:13):
Yep. Yep. Do you wanna should we move on to the
next one?
Liz Moorhead (04:16):
Yeah. Hi. Can you hear me okay?
Chad Hohn (04:18):
Yep. Yeah. Yeah. We can hear you great. Yeah.
That's good. Yeah. Yeah. So, oneof the things that we've heard a
lot is, you know, from othersales teams is that they really
struggle to tap into, like,HubSpot's automation and CRM
functionality. Right?
And, to allow those automationsto increase, their selling time
(04:40):
rather than just spending timemanually managing their data.
You know, why do you think thatis? And is this something that,
you know, can be fixed in the inthe sales team land?
Bastien Paul (04:52):
I guess, like, you can bring a lot of data. And
since you have AI now, you cando a lot of automation really
easily, especially with AI.Like, you can create your own
charge g charge GPT custom GPT,or you can create now custom GPT
by API. So you can create aspecialized GPT with your
knowledge plus accessing somesome knowledge and performing
(05:13):
API, request for you. So you canreally trigger some automation.
But Mhmm. At the end, theyaccess to the data online, but
they can't they can't access toyour data. So you have to, to
have let them the opportunity toaccess to your data. And I think
today yeah. The major thing themajor problem.
(05:33):
I think you you will be with meon this one, but it that, like,
most of automation and workflowsdon't work because data is
missing in the CRM or data isnot up to date.
Chad Hohn (05:44):
Like, missing from the front end, like, data entry
standpoint on the front end orjust in general?
Bastien Paul (05:50):
Yeah. I mean, like, as we spoke last time,
like, for example, salespeopleand marketing people don't speak
the same language. Like,salespeople prefer to when you
when you hire salespeople, whatyou want to maximize is time
spent on the phone speaking withcustomers. You don't want to
maximize the you don't want themto to do the data entry. And, of
course, like, for example, whenI'm doing sales call, I don't
(06:11):
want to do data entry too.
I just want to perform and saythe best speech, I don't say.
Chad Hohn (06:16):
Or Yeah. Well, you wanna be present with the
customer. Right?
Bastien Paul (06:19):
Yeah. Sure. Asking the best question. You know?
Mhmm.
And so at the end, you you youyou might miss some, data to if
you want to do automatedfollow-up, post demo Right.
Task. And if you do automationthat doesn't work, that based on
the wrong data, you mightovertask your salespeople with
the wrong task. So at the end,they don't like the task they
(06:40):
get. You know?
And they were like, hey. HubSpotis working against me and not
with me. Mhmm. And and if you dosome automation with your emails
yeah. Yeah.
You know, like, the salesadoption is really hard, when
you have too much automation. Soat and at the end, you you will
remove that kind of automation,and you lose the benefit of
(07:00):
having HubSpot going back to doeverything manually.
Chad Hohn (07:04):
Mhmm.
Bastien Paul (07:04):
So I think, yeah, from the front end, we do have a
problem. But with AI, with maybemore into, like, using that just
for mining the information fromSalesforce, because you get more
and more information now. Andthis is terrible, and this is
more accessible. But before, youdidn't know how to treat them,
(07:25):
how to transform that, and nowyou have some possibilities.
Like, last time, I wanted to forevery call I made, create get
the transcript, of course,having to log inside the spot,
but maybe having some propertiesfeed automatically or an, next
stack task created automaticallyplus an email personalized.
(07:46):
You know? Mhmm. But this was,again, a bit tricky to to
implement. I don't find any ifyou have any ideas. I'm I'm I'm
all over it, but I didn't find atool or a simple way to do that.
You know?
Chad Hohn (08:01):
Yeah. Well, I think, one of the just a HubSpot tech
thing since I'm the HubSpot techguy, they just recently launched
call based workflows, right,which is actually a really,
really cool thing. So, like, youcan trigger a workflow when call
properties are updated. So let'ssay, like, when the recording
(08:21):
URL is known or when thetranscript is complete, you can
start a workflow now. And thenyou could theoretically run that
through a GPT and identify painpoints and then put that into a
property and then run that sametranscript through another GPT
identifying something else.
Right? But, like, that's a hugestep in the right direction when
(08:45):
it comes to being able to tryand alleviate some of, like, the
bulk data that just gets storedin your sales calls or in your
meetings. Right?
Bastien Paul (08:55):
Yeah. And I think I think when when when you when
you're doing sales call or CSMor it's kind of when you're
speaking with clients, as aclient, you expect that person
in front of you to have all thisinformation. And the next step,
you know, you don't want tospend your time to reexplain
(09:15):
what you're looking for, what isyour use issue also. And,
normally, CRM has been invitedinvented before for that. You
know?
So Mhmm. I think, for example,this kind of automation should
be one of the the main thing todo right away because you will
save save a ton of time becauseevery rep going back to the
(09:35):
company, knowing, like, okay.What we did we do with this
company? What was the last timewe contacted and so on? And, you
see some opportunities, andthese opportunities are easier
to implement than before.
Right. But it's still hard toget data, be sure the data is
correct, and then transform it.
Chad Hohn (09:54):
Well and to make sure it's in front of the right
people at the right time.Because just because it's in
your activity timeline doesn'tmean that somebody's going to go
dig through it. Or even if it'sin a couple of properties in
your HubSpot, that doesn'tnecessarily mean that that's
gonna benefit somebody unless,you know, you have really
thorough training processes andthings like that. But yeah, man.
(10:16):
I think, when when you weresaying, like, oh, yeah.
Even in customer success or whenyou're talking with clients,
they expect you to know the lastthing you talked about. Like, I
mean, how frustrating is it tocall, like, CenturyLink Internet
support, and then they have noclue who you are. You just got
disconnected five seconds ago,you know, and then you have to
(10:38):
call them back and reexplainyour whole life story about this
thing that's going on. Goodgravy, man. Is that just
frustrating?
You know? Like, it's just sobecause, like, it's just such an
awful user experience on thecustomer side. And, like, when
it comes to support, but evensales, it's like, oh, yeah.
Well, your buddy just called meif you have more than one sales
(10:58):
rep working leads. Right?
I mean, that's frustrating too.Right?
Bastien Paul (11:02):
Yeah. Sure. Like, so it's so funny we speak about
that because last Friday, forone week, I was still I was
trying to reopen an account, fora content tool that I closed,
like, one month ago. And Iwanted to reopen to reopen it.
And I tried to reach out to thesupport team.
No answer. It was very hard andso on. At the end, I got
(11:23):
someone, tell me, like, yeah.Someone will call back. On
Friday, someone call back,explain all everything I I know
I have, and say, okay.
You have to see with youraccount and so on. We we cannot
note that for you. Fair enough.And this morning, I received a
call at ten p 10AM by the sameguy telling me, like, did I
(11:45):
answer to you? I say, okay, man.
I don't know. Take your notes orsomething. You know? Oh, okay.
Like, the, the the the the theopinion you will have to the
brand after, you can you youwill speak to your friend and
say, yeah.
This brand is good, but thesupport is is not good and so
on.
Chad Hohn (12:01):
Right.
Bastien Paul (12:01):
This will affect the brand. You know? So so I
think, like, yeah, especiallyfor sales, of course, because
this is the first touch pointwhen you're when you're
prospecting. But, of course, forthe customer service, it's
really important.
Chad Hohn (12:15):
Yeah. %. Well, when it comes to, like, HubSpot in
general, one of the things thatHubSpot really has a ton of is
integrations. Right? And becauseof their super robust
integrations platform and howthey support app partners, I'm
sure Max will have something tosay about this.
It's too bad that he's not here.But how they they try to do
(12:36):
their absolute best to supportapp partners as much as they
can. I'm sure there's smallgripes in between we need this
and we need that. You know? AndI totally totally understand
that, because Roofing BusinessPartner also has, like, one
public app that we support.
So I get it. You know? But, theydo have a like, compared to most
(12:56):
any other CRM, I mean, they'redefinitely industry leading, if
not the leader, when it comes tothe, like, robust ecosystem of
integrations. Right? What are,like, e tools or integrations
that teams should prioritize?
And, obviously, I know Hub leadis in there. But is there
anything else you see? And thenwe absolutely. I think we should
(13:17):
talk about Hub lead in that inthat, stack for people in that
particular b to b space. Right?
Bastien Paul (13:24):
Yeah. Sure. Like, as you said, first of all, the
integration is way easier thanplenty of other CRMs. Of course,
compared to Salesforce, there isno, no talk about that. Like,
Salesforce, something horriblewhen you want to integrate.
But HubSpot
Chad Hohn (13:42):
Well, it's because of they're, like, so many different
chunks of softwares that make upthe software. That's what makes
it difficult, I think.
Bastien Paul (13:49):
It's pretty silo. It's really hard. Yeah. Yeah.
It's very silent, and, I'vespent documentation is kind of
accessible.
It's really straightforward. Sointegration is way, way easier.
For sales tool so first of all,before picking the tools, I
think one of the most importantthing salespeople or sales team,
(14:14):
rev ops teams, they want tobuild new tools or going on
going to HubSpot, for example.They need to redefine what are
their needs.
Chad Hohn (14:23):
But
Bastien Paul (14:23):
also their their strategy. You know? Like, for
example, the sales tax, salestax, sorry, won't be the same if
you want to talk with 10,000customer, a year or 1,000, for
example. And I think I think thepoint of targeting how many peep
how many companies, sorry, wewant to speak with per year is
something really interesting,because, like, for example, you
(14:47):
you if you say, like, on the Ihave, I want to have 10 clients.
For that, I have I have to have100 deals.
For that, I have to have 100companies. So I need to speak
with one one thousand newcompanies per month. That's
Mhmm. Right. First because atthe end, in three or four
months, you will be speak withthe same company you spoke,
like, again, like, on January,for example.
(15:09):
Sure. So it's more about, like,how many companies you want to
to outreach on the on one year,and then you can select the
right tools. So if you if youaim for, like, I don't know, you
have, like, two, three salesteam top, maybe five top, and
your market is kind of big orso, your TAM to the other at the
(15:30):
service market is kind of high.I think you can go for, like,
Lendly's or a gross machine foremail, LinkedIn automation. You
have also some LinkedInautomation tool doing only that,
like Walexin.
They have a good integrationwith with HubSpot. You can,
like, sync your emails,LinkedIn, outcome, and so on
(15:50):
inside HubSpot. Actually, we weare using your LambList, with
Hublit. And, so these automationare really good. And, of course,
for finding phone numbers, ofcourse, you have Hublit, but you
can use also Casper or Lucia.
If you want to do call calling,that's that's kind of mandatory,
I guess. Mhmm. For if you wantto do some if you're doing a lot
(16:15):
of email automation, I reallysuggest to have an outbound an
email warm up. You know, thiskind of tool that Mhmm. Is
warming up your your emails.
Mhmm.
Chad Hohn (16:23):
Like, I've heard of, like, Mailgun or some different
email warm up tools. Basically,just trying to get your email
domain and just for, like,people and, you know, who may
never have heard of this before.But to make sure that your
domain isn't immediately flaggedas spam, because it just came
out of nowhere. And then all ofa sudden started sending 1,000
(16:44):
emails and boom, insta spam. Soyou got to like, kind of send a
few emails and then a few.
Yeah, and a few emails and alittle more emails. And then it
warms up that so that all theservers don't just immediately
flag you as spam. But just forYeah. People who've never had
that.
Bastien Paul (17:00):
For for Hubly, we use Mailreach. So but there are
also others. Yeah. It's reallyimportant. It's kind of a bit
expensive when you you're addingthe cost, you know, when you
have, like, four, five, sixemails.
But if you're sending emails ifyou have one email, one domain
that is in spam, you, at theend, losing money. So that's
really important to have it.
Chad Hohn (17:21):
Yeah. You gotta protect your main domain. I
mean, I think that's somethingthat people don't really think
about as much.
Bastien Paul (17:28):
This one, like, using HubSpot.
Chad Hohn (17:30):
Yeah. Yeah. Yeah. Exactly.
Bastien Paul (17:31):
And, you
Chad Hohn (17:32):
know, you can use your, you know, your HubSpot
email health tool, and youreally need to make sure that
it's only your people that youknow, need to hear from you with
your, you know, within yourHubSpot, right? Those are the
people who are like, they'realready buying things from you
or, you know, stuff like that,and you're not bothering them
(17:53):
too much. Right?
Bastien Paul (17:54):
Yeah. Because
Chad Hohn (17:55):
you really gotta protect that main domain.
Bastien Paul (17:57):
Yeah. Main domain, you shouldn't do, like, of
course, if you're if you'restarting, you can do some
automation, but not not so much.But at the end, like, for for
hybrid.io, we don't do anyautomation on it,
Chad Hohn (18:10):
because if
Bastien Paul (18:11):
you're getting spam and you want to speak with
your customer, you will be, itwill be a bummer. If you have
your tech team. So you may notwork internally, something like
that. It will be, you you willhave some people against you at
the end of the day, so you haveto be careful. Yeah.
And and, like, for me, theagain, depending of your time
(18:33):
and how many people you want totarget in month on the yearly
basis. But Mhmm. If you want tosource companies, of course, if
you're going to, like, most ofour clients and prospect are
using LinkedIn and LinkedIn saysthey're allowed to find,
companies to target. No? Sure.
But I'm not sure for for thesetools for for this, sorry, step.
(18:55):
I don't I don't I don't have anypreference in term of sales tag
because I do have a preferencefor having something that is
scrapping LinkedIn salesnavigator on a daily basis. Why?
Because for me, this is theprimary database in the world,
and you cannot get closer to thetruth with this platform with
(19:18):
another platform. But you can ofcourse, it's harder to to scrap.
So you can use Apollo, you canuse Clay and so on, or AI agent,
to create your companies and soon. So for the beginning, I do
advise, most of my customer, Ido advise them to use Clay or
things like that. If if so ifyour time is is is big and you
(19:38):
don't have a lot you like, forexample, your time is, I don't
know, 10,000,000 companies andyou want to have a switch only a
10 k companies per per year. Youdon't care to have this kind of
big database. You know?
Right. But for us, for example,we do have a target of 200 k
companies, clients of HubSpot.And we want to reach, I don't
know, like, 10 k per per year,for example. Sure. So let's say
(20:03):
you use an AI agent.
You're asking for companies, andat the end, they give you, like,
no more companies or fewercompanies or companies with, a
scoring that's not working orsomething like that. Mhmm. And
at the end, you don't own theprocess. You know? You don't you
don't know because when you askto a client or something like
(20:24):
that, you don't know where itwhere's the data come from, and,
you don't know if it's, still upto date, something like that.
Outro (20:31):
Sure.
Chad Hohn (20:32):
So I prefer to call companies on LinkedIn, you know,
some of the company recordsthere are just orphaned. Right?
So there's nobody there. Right?It's just, it's, like, hey.
We made a company on LinkedIn,and we've never updated it
because, you know, some peopledon't actually, like, do much
with their LinkedIn company.Right?
Bastien Paul (20:48):
So I prefer to own the process internally. And for
that, Sofony, because, I spoketo Liz, like, two weeks ago, and
we're still working that on thaton the Hublit. You you we this
if you want to to have itinternally, it brings, like, a
lot of pain and a lot of thingsyou need to think about. So for
example, how do you scrap salesnavigator? Because you can use
(21:14):
some Phantom Buster or tool likethat that is using your cookie.
Everboot, I think the, tool likeI like a lot. They're using your
cookie, your app salesnavigator, and they scrap the
the list for you and export as aCSV. These one are really good,
but sometimes if you want to goat scale, it can be harder
because if you have the LinkedIndetection, you know. One thing
(21:38):
I'm trying right now is, I'mtrying it's working. You get,
for example, the list a list ofcompany, and you're doing a
query on Google, and you'retrying to scrap, people from a
certain company
Chad Hohn (21:53):
with a certain job profile. Associated contacts.
Bastien Paul (21:56):
Yeah. With a with a Boolean search, that's what we
do. Sure. It's easier to it'scheaper and easier to scrap
LinkedIn. But Mhmm.
I prefer to have the list offull employees inside,
companies, especially the oneyou want to show targets.
Because at the end, you can useChargeGPT, for example, by API
(22:18):
Mhmm. Telling him, like, forexample, hey. I have this list
of of people. Here's my decisionmakers.
Here's my target. Can you pickone of them? Craft a copywriting
and then send to him.
Chad Hohn (22:29):
Mhmm. Yeah.
Bastien Paul (22:31):
And if you want to do something, like, really
scalable for outbound, I dothink sometimes you need to, use
BigQuery kind of SQL databaseMhmm. Outside of HubSpot because
Mhmm. There's there is onelimitation I do, from a store
(22:52):
that is very sick very not goodis when you're doing the search
API to search contacts, you havea limit API request limit plus
you have a number of Yep.
Chad Hohn (23:05):
Of searches that you can pull back. So Yeah.
Seriously, have you attempted touse the GraphQL API? It may be
able to return more. I'm notsure if it can
Bastien Paul (23:16):
or not.
Chad Hohn (23:17):
I mean, I've found GraphQL particularly helpful for
getting from one association toanother association all in one
API call.
Bastien Paul (23:25):
Okay. Yeah.
Chad Hohn (23:26):
But I wonder how many how many, because there's a a
maximum weight that you can haveto your GraphQL query. So, like,
it gives you a certain number ofpoints you can spend per call,
and that may be more than thesearch API limit. So that might
be worth
Bastien Paul (23:43):
Yeah. It might be worth
Chad Hohn (23:44):
exploring briefly.
Bastien Paul (23:46):
Yeah. I need to explore because the second thing
they had is that, but I thinkthey raised up. But, last year,
it was when you're doing thesearch API, you are limited to
only three filters.
Chad Hohn (23:59):
Mhmm. Right.
Bastien Paul (24:00):
Properties. But I think they they now added up to
five. But maybe
Chad Hohn (24:05):
with the GraphQL, you can do a lot.
Bastien Paul (24:07):
Okay.
Chad Hohn (24:08):
Right. In in GraphQL. Yeah. You can you can really
drill down into the veryspecific information you're
looking for.
Bastien Paul (24:14):
Okay.
Chad Hohn (24:14):
From my understanding, often, it's used
for, like, CMS actually in webpages so that, like, you're
making less API calls onsomebody's browser side. Right?
Or, like, to populate the dataof a web page. Because, like,
often in a web page, you need toknow information about a company
and a contact and their supporttickets. Right?
And or something along thoselines. Right? And so you need to
(24:38):
be able to make those associatedqueries, but GraphQL lets you
just get right to what you'relooking for By formulating the
query in a certain way whenyou're on a certain page, right?
It could be possibly useful forwhat you're saying. Just
throwing again, you know, sinceI'm in the driver's seat, we're
doing we're doing tech and salestoday.
(25:00):
Yeah. Yeah. Since that's that's
Bastien Paul (25:01):
my jam. I did I did so I did see that, that
announcement, but I didn't, Ididn't try it. But now I'm
reading the doc. It can't beinteresting. So Mhmm.
Chad Hohn (25:15):
Yeah. If you go to the CRM development tab inside
of your HubSpot, there's aGraphQL builder.
Bastien Paul (25:21):
So you
Chad Hohn (25:21):
can build your GraphQL. You can just click
through all your objects and godown further. So you can build
your GraphQL query beforeactually having to, like, try
and do it in a developmentenvironment. And you can
actually even test your calls.And you just paste in your ID
and the the ID that you'relooking for or or the filters
(25:42):
you're looking for search orwhatever.
So, often, though, you startfrom an object. So, like, you'll
notice you're gonna start from aspecific contact, and then it'll
give you all of its associatedstuff. But it it may be worth,
you know, exploring, dependingon what you're trying to
accomplish. But I guess,depending on what you're trying
to accomplish. But I guess, youknow, like, as far as
integrations, you know, I knowHub lead is, like, very
(26:05):
surrounding all of thesedifferent types of sales
activities.
Is there anything that you wannadive into specifically on that
that assists with that, youknow, streamlining of the
process? Right? I know it's,like, the extension and all
that. Right?
Bastien Paul (26:21):
Yeah. Sure. So as we spoke, like, for example,
when you're when you'rescrapping a ton of list, when
you're doing Mhmm. This amountof work, when you're I don't
know. You you have a new market,you you're opening your company,
you you market is blank, you youdid nothing, you can easily do a
lot of automation, likescrapping in JT instead of
sorry.
Sorry. But when you're whenyou're on companies, you're
(26:44):
already, called qualified. Yousaid we're interesting for you,
but not interested right now,and you want to to go back in
three or four months for forthis kind of nurturing part when
you need to follow your account,when you need to go for the
dream 100 customers, forexample, really the biggest
customers. For me, there was noreal tool for that, and Vistas
(27:08):
was not for the marketing team,but for the sales team. And
that's why we created
Chad Hohn (27:12):
prospecting is nurturing. Right? Like, it's
somebody you know who's alreadylike, the right kind of
business, but you need to getthem across the finish line.
Bastien Paul (27:22):
Yeah. And for me, this was more for the
salespeople, and most of thetools we want we we saw in the
market was very marketingoriented, because marketing and
salespeople does not have do nothave the same, skills plus the
same, processes when they areworking. So we created Hubly to
(27:42):
be on top of LinkedIn orLinkedIn sales navigator to
import contacts, conversationalso to track the activities,
invitation sent, and acceptedinside of Spot and with all the
time inside of Spot. So youhave, like, for example, the the
last invitation sent date, lastinvitation, accepted date,
things like that. Mhmm.
(28:02):
And one, it's saving time forsalespeople. Second, you can
really stay organized insidelink inside of Spot from
LinkedIn, so inside LinkedIn atthe end. And the other thing was
people and salespeople, I mean,they need to, be more into the
networking system. Mhmm. Like,for example, when we when we
(28:26):
develop more and more SaaS, youknow, or b two b consulting
online and so on, we were okay.
There are plenty of people. Wecan we can email everyone. We
can you can do plenty of thingautomatically and get leads. But
at the end, if you want to grab,if you want to get, like, a high
value company, high value highticket company, something like
(28:48):
that, it's all about networking.It's all about knowing people,
getting referrals,
Chad Hohn (28:53):
and so
Bastien Paul (28:53):
on. And LinkedIn, it's the place for that. It's a
place Right. Like or and, ofcourse, in person event in
person events, but LinkedIn isreally the place for that. And,
that's why we we, added thecontact, messaging import,
capabilities to importconversation.
And that's what's seeing youryour invitation because how do
(29:16):
you, pilot your network, and howdo you, handle your network as a
salespeople or salesperson,sorry, or a founder? It's very
hard in LinkedIn, but withinHubSpot, it's easy because in,
in HubSpot, you know all yourICP, your targets, you have
everything, your calls, and no.So we bring back the data from
LinkedIn inside HubSpot forsalespeople to be really the
(29:38):
owner and so they can work ontheir network. Because at the
end, for me, that's that's atrue added value from a
salesperson. It's a network theycan build inside the industry.
So so the relationships they canhave, and, and that's that's how
they can bring the best customerfirst to the company.
Chad Hohn (29:59):
Well, that that's, and it brings it completely
inside of HubSpot, so you havean accurate accurate picture of,
really, all the interactionsthat your team has had. Right?
And one of the things I'venoticed recently that's been
particularly helpful is at thetop of different record pages,
the summary of activities thathave been recent. That has been
(30:21):
really helpful before I go diveinto you know, dealing with a
company or a customer if I'mworking inside of HubSpot. And
with the HubSpot sales extensionoffering, like, your Breeze AI
in on any domain has beenparticularly helpful when you
(30:42):
actually go to somebody'swebsite to take a look at it.
You can kind of get thatassociated activity and some
summaries there. Have have thoseparticular features been, like,
insightful, or is that somethingthat, you know, because, like,
sounds like HubLead is helpingyou get all that data back to
HubSpot. But getting thatcomplete summary, I think, will
(31:03):
be, you know, particularlyuseful for people. Right?
Bastien Paul (31:07):
Yeah. So, I didn't try right now because I don't
think, I mean, maybe now I haveaccess, but I didn't have time
to to check.
Chad Hohn (31:16):
Sure.
Bastien Paul (31:17):
But I know that, say, I did the personalized
sequence for one one person.Mhmm. And, normally, one of the
product manager told me, like,we can take into account the
LinkedIn activity. You know,when you when you have
activities, you have activeLinkedIn activity type. And this
one, that's how what we we fillin, for the message and so on.
(31:39):
So, technically, if they canreally use that, technically,
you can use a LinkedInconversation to build, this,
personalized sequence. But Ididn't test it, myself right
now, so I need to verify that.But when I wanted to do that
was, like, end of the last year,and they so so beta was still
(31:59):
closed. Yeah. But not foreveryone, but I think maybe now
it's for everyone, so I need totry it again.
Yeah. Unfortunately, we do also,log the limitation, you know, as
a property, but also as a timeand event. I'm not sure if they
use that in I don't think sothat use that inside the
personalized sequence, butmaybe, pervy, one day.
Chad Hohn (32:22):
Yeah. Well, you can log LinkedIn messages
specifically. Right?
Bastien Paul (32:26):
Yeah.
Chad Hohn (32:27):
Like and that is that currently restricted to the
LinkedIn integration only, orcan you log those via the API
now?
Bastien Paul (32:34):
You you mean about the native integration with
LinkedIn?
Chad Hohn (32:37):
Yeah. Like, the the actual, like, LinkedIn timeline
activity. So, like, you know,the timeline is Yeah.
Bastien Paul (32:43):
We we look come from an integration,
Chad Hohn (32:45):
but then the activities can be LinkedIn type.
Bastien Paul (32:49):
Yeah. Yeah. The activity of, LinkedIn type, we
do Mhmm. We do create and updatethat one. So so for me, this one
should be reusable inside thepersonalized, CPAs from Breeze.
So I think that one can bereally handful. And, of course,
like, since our product is ontop of LinkedIn and we try to
(33:10):
match the LinkedIn contact toHubSpot Perfect. You have now
the Breeze enrichment where youcan enrich your contacts. Of
course, I guess, you can enrichwith the LinkedIn URL. And the
more you have the URL, the moreyou can do things.
For example, when you go back onthe contact, it will be
automatically identifying,reducing the number of duplicate
(33:30):
and so on. But, of course, ifyou have the LinkedIn URL, you
can do it to be sure and plentyof things like that. So that's
perfect because most of ourcustomers are going using a
grid. They say, hey. You don'trecognize this contact and this,
this HubSpot contact with thisLinkedIn contact.
And I said, yes. So you don'thave the LinkedIn URL, so we
have to try to guess with thefirst name, last name, company
name, and so on. Right. But ifyou if if the company domain is
(33:54):
different from the LinkedIn pageor the name is not not the same
in the LinkedIn page, then wecannot be sure it's the same.
No?
So I hope one day, all HubSpotCRMs are from all customer will
have the correct LinkedIn inyour head, but this is not not
in place. You know, like It'sone of the most
Chad Hohn (34:13):
difficult things to solve. Like, even even just,
phone call, like, getting phonenumbers formatted properly in
such a way that you can link upfor your VoIP system to make
sure that the people that itthinks are you know, like and
that's just one number. Like,it's a number, but they're and
(34:34):
it's you know, like, you think,oh, it's not that hard to format
it with regex or something, butit's just dirty data, man. Like,
I mean, how it comes in and howit's stored on the Internet and
you know? Anyway, it's just it'sno a notorious issue for HubSpot
admins around the world to tryand figure out how to make all
(34:55):
that all that junk line up withthe integrations that are
feeding it data.
Bastien Paul (35:00):
Yeah. It's it's really hard because with CRMs,
and I think more with HubSpotbecause it's really open. You
can do plenty of things. But atthe end, it's really hard to
know, like, okay. You don't haveany framework.
You can just follow and say,okay. We will report like that.
We will do the life cycle thisway. The list touches this way.
(35:20):
You know?
You can really personalizeplenty of things. And at the
end, you try to personalize soit stick to your business. Mhmm.
That's really important to havethe take the time to simplify
what's what your people aredoing in the real world so you
can translate in CRM, you know,in CRM world. And this is the
(35:43):
hardest part.
Instead of Yeah. Really knowing,like, HubSpot, how to use
workflow and so on. But thehardest part is how do you
simplify your process so it'seasier for everyone to to
understand and then havinginside of Spot.
Chad Hohn (35:57):
Mhmm. Well, I think one of the interesting things to
think about is just because youcan do it doesn't mean you
should. Right? Just becauseYeah. It's possible doesn't mean
it needs done.
And I think that all you know,especially what you're just
mentioning, leads really nicelyinto this next little segment,
which is, you know, for teamsthat are overwhelmed by the
(36:21):
amount of things, the amount oftools out there, you know, like
the different email scrapers,the different or, like, warm up
tools. Like, there's all thesedifferent integrations. There's
all these different things. Youknow, and you were talking
about, like, well, there thingsare so customizable. There's not
quite a framework.
But what would you say might bea simple framework for helping
(36:45):
decide which HubSpot native orintegrated solutions to invest
in or which ones to avoid.Right? So, like, there's so much
stuff out there. Like, foreveryone who's overwhelmed, how
would we try and determine whichthings we wanna use more easily?
Do you have maybe a frameworkfor deciding on integrations and
(37:05):
for sales
Bastien Paul (37:06):
teams? So first of all, everything inside HubSpot.
The more the more you can, thebetter. And Mhmm. For me,
HubSpot should be always asource of truth.
Chad Hohn (37:18):
Right.
Bastien Paul (37:19):
Everywhere you you every application you want to
work with, whatever, the sourceof truth should be HubSpot. So
you need to be sure that theintegration works in both way,
and most of the integrationworks in one way. HubSpot Mhmm.
To their app, but not their appto HubSpot. Mhmm.
Chad Hohn (37:36):
And I
Bastien Paul (37:36):
think that's the most important thing to do not
forget for the, reverse whenthey are coming back to HubSpot
with the information. So if youwant everything inside of Spot,
when whenever you are evaluatinga link, something intention to
HubSpot, you need to think toask for, okay. I can access to
my data from HubSpot, but can Iaccess the data from the app is
(37:58):
now generating inside myHubSpot? And then you can look
at it. Do do you have to do it,is there any negative
interaction, or do you have todo it on your by yourself and so
on?
Chad Hohn (38:09):
Right.
Bastien Paul (38:10):
So this is the, most important thing. And second
one, I will say so. It's a bitlinked. I would say the more you
stay inside the spot to manageeverything, the better. So
especially for your salespeople,you don't want to give them,
like, five or 10 tools.
You want Yeah. I mean, five or10 dashboard, 10 things, 10
(38:32):
different web app. You want tostick to HubSpot and, of course,
LinkedIn to prospect, forexample, or I don't know, if you
want to listen to conversationfor for training and so on. But
if it's in HubSpot, that'sthat's the best. So how do you
how can you manipulate this toolfrom HubSpot or from the website
(38:56):
you're targeting people at?
So, like, does it integrateinside the sales flow on a daily
basis, or do do you are are youadding a new web app, a new
thing to do for the salespeople?Really important. And, yeah, I
think I think that's kind of themain things for me. Mhmm. And,
(39:18):
of course, like, just preventingthat duplicate error, things
like that.
But if you have a goodintuition, if you're evaluating
a good the good intention, as Isaid, like, going back to
HubSpot, getting back the datainside of Spot Right. Then
inside of Spot, you canmanipulate the data. So be sure
you don't have duplicate, havingyour dashboard to to be sure
(39:40):
that you're not doing you're notdoing wrong things to your your
database, you know, on yourHubSpot.
Chad Hohn (39:48):
Yeah. For sure. Yeah. Yeah.
Bastien Paul (39:50):
I think One
Chad Hohn (39:51):
of the things I yeah. Yeah.
Bastien Paul (39:53):
For sure. One of
Chad Hohn (39:54):
the things I've I've seen, HubSpot integrators do,
and this is just like a softwaresays, hey. We wanna have a
HubSpot integration. So thenthey get their developer to
build a HubSpot integration, butthey don't use HubSpot. I think
those integrations often arethey just integrate with an
(40:15):
object and put some data onthere or something, but they're
not as useful, if that makessense. Like, the integration
doesn't help you work out ofHubSpot.
It helps them get their data toyour HubSpot, if that makes
sense. Like, a lot of those turnthose systems want you to use
(40:37):
their user interface, whateverit is, right, rather than
allowing you to deal with insideof your HubSpot. Like and one of
the things that that we added toour integration for our CPQ
software, it's like a roofingspecific one because I work with
roofing business partner. It'scalled SumoQuote. And, you know,
(40:59):
at first, we built our app sothat it would, like, drop a link
to the SumoQuote project, andthen you open it, and it you
open it in a new tab, and youwork on the quote.
But now we've added, obviously,the iframe card. So you can just
click the button. It opens up.And inside of HubSpot, yes,
you're manipulating their userinterface in their software, but
(41:20):
you don't have to leave the tabyou're on. And it pulls up the
project that you're already in,right, for the the linking to
the deal.
Right? And I think that'ssomething that a lot of,
integrators, you know, they'realmost not even wanting to do.
They're not wanting to allow youto just stay in HubSpot and
(41:43):
never leave. And I think that'sbeen one of my one of the most
difficult things for choosingintegrations is finding ones
where their people are areHubSpot first, if that makes
sense. Right?
Bastien Paul (41:55):
I mean, I can't agree more because that's what
we do. Yeah. I do agree withyou. When you when you're
looking at some like, if I'mtrying to not be biased, Right.
If you're looking to to people,companies doing differentiation,
Of course, if you do, like atthe end, if you do four, five
(42:16):
integration with your app,normally, at the end, you will
have kind of power to low orsomething like that where most
of your customers are comingfrom one kind of CRM or CMS, for
example.
And then everything you'reshipping is for them. So the
other one, they won't they won'tget the same features that the
other one is is getting. So youcannot go deep dive. You cannot
(42:39):
go really deep inside differentCRM because, one, you have to
understand what the CRM about,how they are structured, the
API, what kind of new thingsthey are implementing, how
people are working with thatCRM, as you said. And, of
course, like, having, like,still a no HubSpot for five
years now, it's easier for meand, for my when I speak with my
(43:03):
cofounders to say, like, hey,guys.
Like, customer are doing likethat and like that because this
is impossible inside HubSpot.Mhmm.
Chad Hohn (43:10):
And I
Bastien Paul (43:10):
know because I already experienced it. So, when
I speak to customer, sometimes Iam I'm like like, okay. Give
show me your dashboard, and Ijust, like, consulting them on
their HubSpot, how they they useit Yeah. Beyond beyond HubSpot.
But at the end, it's it's ithelp you really, like, as a
founder to better understandwhat your customer are
(43:31):
experiencing and to provide thiskind of thing you you said, like
CRM card, iframe, and so on.
And you have more of the spiritof, not developing things inside
inside your app, but more insideHubSpot. Yeah. So, yeah, I do
agree. And and one of, one ofthe main thing I need to work on
(43:52):
for for our customer, kind of oncustomer care point of view is,
okay. Now we we update someproperties.
Mhmm. You know how to do somereports, but what can I do more?
You can create task. You cancreate list. You can create
workflows.
You can create branch of things.You know? And then, like, for
example, you have the newsequence, as I said before,
(44:15):
personalized and so on. But thisone, you, me, as Bastian, I
know, but most of our customers,they they don't know. So I need
to craft some content to them,to explain to them what they can
do and so on.
And it brings, like, a level ofopportunities really, really
huge, so you can bring a lot ofvalue to your customers. So,
(44:35):
yeah, I do agree with you. It'sstill the customer is still the
in the beginning of that. We arewe're seeing more and more
companies only HubSpot focus.Mhmm.
But I guess, like, there willthere would be a more and more
and more, and, it will be waybetter for HubSpot users
because, you know, we have adedicated team doing more things
(44:58):
with HubSpot, and then they canbe more useful for everyone.
Chad Hohn (45:02):
Yeah. I mean, if it's called HubSpot, it should be the
hub where you work out of.Right? The central point of
where all your data goes, or atleast it should be aware of your
data. And I think that, youknow, when we come back to
source of truth.
Right? My thought is if it's notcoming from HubSpot, HubSpot
(45:23):
should at least be aware ofwherever it's stored in real
time. Right? And, like, forexample, I'm never gonna do my
accounting in HubSpot. Yeah.
But if I need to attributeexpense data back to my sales or
something like that, I should beable to see that expense data
related to my sales, right, forexample. But that's not the
(45:45):
source of truth is in that case,QuickBooks, right, or whatever
my accounting platform is. But Iat least need to bring that data
back in real time from anintegration that's that's good.
So it's a window into the actualthing, right, for example.
Bastien Paul (46:01):
Yeah. Completely. Like, I did that for for Stripe,
for example, for every Mhmm. Notnot MRR, but really, like, the
amount we invoiced and we reallyhad inside the bank for every
deals. So whenever you arespeaking with a client, you you
you know, for example, is it isit MR.
So you're you're saying, like,okay. This is a good, huge
(46:23):
account or not. But you knowalso the amount you bid the the
guy. So let's say, for example,the MR is $60 per month, for
example. Mhmm.
But you you see, like, I don'tknow, 1,000 bid, you know that,
okay. It's a smart customer, butit's 1,000. So I need to be
maybe more careful or somethinglike that. So you you you change
your mindset, you know, and foryour sales, that's why it's
(46:43):
easier it's better because theycan see, like, hey. This deal I
closed, like, six months ago.
It it brought, like, I don'tknow, 6,000 to the company. So
they are proud. They are happyabout their work. You know? So,
yeah, I do agree with you.
Like, even even if it's not usedinside the workflow or something
like that, having everythinginside HubSpot to better know
(47:04):
your business, it's very good,for your daily operation, for
sales team, marketing team,whatever you
Chad Hohn (47:11):
Yeah. For sure. Well, I have one more question. But
before that, just a littlebirdie told me, from the
Commerce Hub team that paymentsmay be getting custom properties
at some point. I don't knowexactly when.
Oh. But how cool would that beinside of HubSpot? Because, I
mean, I've had to have a customobject to represent payments in
(47:32):
the accounting software becauseI can't do anything through the
payments in in HubSpot. And I'mpretty sure there's a beta out
where you can edit invoices viaAPI now. So you still have to
opt in to beta, but, like, beingable to manipulate HubSpot
invoices, that's pretty slick.
And you can put customproperties on the invoices and
everything and all that, youknow, too. But, just, you know,
(47:56):
so that you're aware if youhadn't seen those come out.
That's and then there's somestuff on the horizon there that
might be particularly useful forsome of those use cases.
Bastien Paul (48:05):
Yeah. Especially for salespeople, when you have
custom invoice and so on, it canbe really, really interesting.
Chad Hohn (48:10):
Yep. It can. But, anyway, I guess, you know,
coming back to the sales topic.Right? So I everything's kinda
related to sales at the end ofthe day, isn't it?
Yeah. Right? You could go in somany directions from sales just
because, like, everythingultimately comes comes back to
you know, it starts with salesor something touches sales in
(48:30):
some capacity. But, anyway, for,like, people who are sales
leaders in HubSpot, who feellike they're not getting
everything out of their techstack, what would be the best
place to start in your opinionto turn that around? So like,
hey, I feel like I have all thisstuff or I feel like I'm not
(48:53):
leveraging everything in thisplatform that I pay all this
money for, especially smallerteams really feel the burden of
that expense a lot more thanbigger teams, you know, just
because of the size oforganization.
Where's a good place to start toreally start turning that ship
around and feel like you'regetting value out of your
HubSpot?
Bastien Paul (49:13):
The best thing when when when you're in this
situation, normally, you it'sbeen, like, maybe three, four
months. You tried differenttools, tried tried different
processes. You might createdsome properties and so on. So I
think at the end, what you needto do is just to get a blank
paper or whiteboard, whateveryou want to know.
Chad Hohn (49:35):
Yeah. And
Bastien Paul (49:36):
just try to okay. What is the process in a simple
way? And, if you cannot explainit in a simple way, then you
didn't understand, then you needto rework and you need to erase
everything and restart. Becausethe goal here is not to fix the
thing. The goal here is toremove what doesn't work and to
(50:00):
remove things you tried becausemaybe three months ago, your
understanding was like that, andnow you tried and now you'd know
that your understanding changed.
And so you have to get theforklift or didn't work ever.
Right? Yeah. It didn't work andbrought something else,
something. So Mhmm.
This is something I I do like.It's a second order thinking.
(50:21):
It's when you're bringingsomething a solution because of
a problem, then you're bringingmore problems, and then you're
bringing more solution. Soinstead of going at the end and
trying to fix the solutions, fixthe new problems you have, Just
get back to the real problem youhad in the beginning. And maybe
that at that time, when youimplemented solution, you didn't
(50:43):
really get the problem.
That's okay because Yeah. That'sexperience. That's how you know
Chad Hohn (50:48):
more more more information now. Right?
Bastien Paul (50:50):
Yeah. And so Yeah.
Chad Hohn (50:51):
You understand more.
Bastien Paul (50:53):
Yeah. So to get back to the root of, to the
roots of the problem, you havefor me to to to, to restart,
with nothing. So go for a whitepaper and just write down, like,
okay. What are the salesjourney? What are my sales are
doing and so on?
And try to find things they aredoing, in duplicates or, things
(51:14):
they are doing, but they arenot, useful anymore or something
they are not doing and you canmaybe replace, not use it again.
You know? Yeah. So that's thatwill be the first thing. I I I
won't have any blank white paperwhere I note all my tools and
trying to articulate it.
No. No. I I will just go back tothe to the process, what people
(51:36):
are doing, what my salespeopleare doing, maybe asking them,
you know, and trying to havesomething really simple. And
then you will find out, okay.This one is not useful.
This one, we need to fix. We cancheck another tool and and, and
so on and so on. You know? Butyeah.
Chad Hohn (51:54):
Yeah. That's great.
Bastien Paul (51:55):
Easier to, to add things that remove things. And,
Chad Hohn (51:59):
Yeah. Well, it is. I mean and that's, I think, one of
the difficulties that people getinto is they just keep adding on
top of layers and layers likeyou're saying rather than, you
know, I mean, I guess inengineering, the best part
sometimes is no part because ifyou don't have a part, it won't
break. Right? And so, like, whenyou're architecting a solution
(52:19):
for your sales, you wanna haveas few moving pieces as
possible.
Like, you should almost betaking away so much stuff that
you have to add stuff back.Right?
Bastien Paul (52:29):
Yeah. And, one advice, of course, is to read
the the book, high outputmanagement, from the span of in,
Intel, I guess, if I remember.Yes. Okay. Well, incredible.
Like, he explained how,projection factory works with,
(52:49):
explaining, how you do yourbreakfast for, for a restaurant
doing breakfast. And when youhave this level of simplicity
when you're speaking, like, whenyou're explaining, that's at
that point, you reallyunderstand. So every time I'm
rethinking about my process ofsales automation and so on, and
(53:10):
I think truly inside me is thatI'm not sure I really
understood. I'm like, okay. Youneed to re you need to rework.
You need to go back blank whitepaper and try to understand
what's not clear in your mindbecause if it's not clear, it
won't be clear anywhere.
Chad Hohn (53:25):
Yeah. No. That's perfect. Well, Bastian, I, I
wish I didn't have anothermeeting coming up because I
really, really enjoyed ourconversation today. And, you
know, I'm sorry you were stuckwith just me, but, hey, I'm I'm
really grateful for it.
I really, truly enjoyed, youknow, getting into all these
little nuggets of informationfrom you. And thanks so much.
(53:46):
And and we'll definitely have tohave you back another time. I
think, going to, you know, backto sales church, if you will.
Right?
Is where
Bastien Paul (53:54):
we are.
Chad Hohn (53:54):
And and, that's always just such a good time
because it touches every part ofthe business. So thank you so
much for your expertise, andthanks for being on.
Bastien Paul (54:03):
Thanks, Chad, for having me. It was great even if
you're aware, Arlene, but, wehad a so so deep subject,
discussion together. So great.Great. And, yeah.
Sure. Next time, I'll be there.Yep. Cool.
Chad Hohn (54:16):
Thanks so much. We'll see you.
Outro (54:19):
Okay, Hub Heroes. We've reached the end of another
episode. Will Lord Lac continueto loom over the community, or
will we be able to defeat him inthe next episode of the Hub
Heroes podcast? Make sure youtune in and find out in the next
episode. Make sure you head overto the hubheroes.com to get the
(54:39):
latest episodes and become partof the League of 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 hubeuros podcast on any of the
(55:01):
socials, and let us know whatstrategy conversation you'd like
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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