Episode Transcript
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Intro (00:01):
Do you live in a world filled with corporate data? Are
you plagued by siloeddepartments? Are your lackluster
growth strategies demolishingyour chances for success? Are
you held captive by the evilmenace Lord Lack? Lack of time,
lack of strategy, and lack ofthe most important and powerful
(00:24):
tool in your superhero toolbelt, knowledge.
Never fear, hub heroes. Getready to don your cape and mask,
move into action, and become thehub hero your organization
needs. Tune in each week to jointhe league of extraordinary
inbound heroes as we help youeducate, empower, and execute.
(00:50):
Hub heroes, it's time to uniteand activate your powers.
George B. Thomas (00:55):
Now do you notice anything different there?
Did you notice that blue? Havean update. The fade out.
Liz Moorhead (01:00):
Up to date.
George B. Thomas (01:01):
Oh. I swear. I swear. Fade out
Chad Hohn (01:03):
in forever.
George B. Thomas (01:04):
No. No. No. So I I I actually took some time,
and I updated the fact of, like,Devin and HubSpot and Max and,
like, I all of the and I waslike, you know what? We're just
gonna give it a little and,like,
a fade
out. And so that's that's the new intro. Is
that not That's beautiful.That's that's hot.
Liz Moorhead (01:23):
The only thing missing is that you need some
sort of disclaimer. Like, if 90%of what Liz says, we're sorry.
George B. Thomas (01:29):
Oh. Just preemptively, we're sorry. Yeah.
Just we apologize. It is.
Yeah. We apologize in advance.
Chad Hohn (01:36):
Yes. It's a prepologization.
George B. Thomas (01:38):
For all of the shenanigans that might happen.
Liz Moorhead (01:42):
I know. But I you know what? Guys, it's only the
three of us this week. Max, aswe were talking about before we
hopped on today, hope his hissick kiddos get better. But,
guys, I have I have you twonerds in front of me right now.
George B. Thomas (01:57):
Yes.
Liz Moorhead (01:57):
And, George Yes. We gotta I I need to talk to you
immediately and directly for asecond as we dig into what we're
talking about today, which isHubSpot AI data sources. We are
going so nerdy
George B. Thomas (02:10):
Yes.
Liz Moorhead (02:10):
Today. Yes. So nerdy.
George B. Thomas (02:12):
Yeah.
Liz Moorhead (02:12):
And because we're talking about something today
where, honestly, you broughtthis up last week as our topic.
Right? Look at this. Look atthis amazing thing, and I'm
like, oh, goody. The settingssection of HubSpot.
Yeah. My favorite place
George B. Thomas (02:26):
Yeah. My favorite is really, like, get
excited. You don't get excitedto be like, look at these new
setting.
Liz Moorhead (02:33):
Are you gonna show me more about how to add a user
to HubSpot, George?
George B. Thomas (02:37):
Yeah.
Liz Moorhead (02:37):
Yay. I'm so excited. But I got to know
Chad Hohn (02:41):
Settings are important. I love settings.
Like, there's some really greatsettings in HubSpot, so don't be
dissing my settings. Alright?
George B. Thomas (02:48):
We we probably could have an entire episode on,
like, HubSpot settings. Youshould pay attention to, but
Chad Hohn (02:55):
God forbid, how do we change your life?
Liz Moorhead (02:57):
We are doing an episode today. This is
Chad Hohn (03:00):
AI settings. This is different than the non the
boring the regular settings.Okay?
Liz Moorhead (03:06):
Alright. Now so here, George. I gotta know,
brother. Why are you so hyped toget nerdy about this today?
Because the way you are dancingright now, Chad and anybody
who's watching in our liveaudience right now, you could
see he's like, he's dancing.
He's moving around. He's He
Chad Hohn (03:21):
was, like, doing jumping jacks during the intro.
George B. Thomas (03:24):
Yeah. Yeah.
Liz Moorhead (03:24):
That was how he was during our team meeting
where he's like, Liz, Liz, we'regonna talk about settings. Like,
what
George B. Thomas (03:30):
what are we doing? What are we doing?
Liz Moorhead (03:32):
So, George, tell us.
George B. Thomas (03:34):
Well well, listen. You know that for a long
time, I have loved HubSpot, andHubSpot has done a lot of things
right. And and then they rolledout, like, the content AI
content builder, and Iimmediately was sad because I
was like, oh, it's it's notquite there. And Mhmm. And I I
(03:55):
wanted to be happy.
I wanted to leverage it. Iwanted to lean all in, and I was
like, ugh. But I but I can't.Like, I I gotta teach my clients
and other people, like, thisother way that I'm doing it
because it's not quite there.Now so one, I'm happy because I
can be like, oh, we're we'reofficially there, ladies and
(04:19):
gentlemen.
Like, you should be payingattention to these things. Now
Mhmm. The the other thing thatis a layer on this is at
inbound, I talked abouthumanizing AI. And one of the
main things that I talked aboutthat was important when it comes
to AI in any type of, like,creation or agent or you and
(04:40):
humanizing it is this reallylarge word, context. Well, the
the word isn't large.
The the word is actually small,but the concept and the idea of
having science word. Yeah.Medium. Medium. Not small, not
big medium.
But but the concept of havingcontext to the things that
(05:01):
you're doing are reallyimportant. Alright? So if we
take those ideas of, like,alright, ladies and gentlemen,
we're there. You should bepaying attention to it. And
context is everything when itcomes to helping to humanize the
AI, elements that you're doing.
Then the place that we allshould be paying attention to if
(05:23):
we are not yet and making surethat we've even updated some new
things that are, like, newbecause of what we're about to
talk about today. We journeyinto the world of, yes, AI
settings, but more importantly,the data sources tab. Right? And
and when when you hear thingslike user profile, you you might
(05:47):
not get excited, but there arereasons to. When you hear words
like marketing strategy insideof a settings tab, generally,
with marketing strategy, youshould just get excited.
And if you don't, shame on you.But you also might hear things
like company profile and belike, okay. I don't even need to
(06:09):
click into that. But guess what?You you probably should.
And so, Liz, it's because of thethe specificity, the the
microness of this, the context,the the what I would love to
call the layers of context thatwill then be able to be
injected, paid attention to aswe move forward. HubSpot, I love
(06:36):
you again. Aw.
Liz Moorhead (06:38):
Chad
Chad Hohn (06:38):
I love you again.
Liz Moorhead (06:39):
How much press how much pressure do I need to put
on you to to talk about whyyou're excited to nerd out
today, or do you just needrunway in space?
Chad Hohn (06:46):
Oh, I mean, you know, I don't think I need a whole lot
of pressure to talk aboutHubSpot. That's pretty easy for
me. Yeah. I mean, like, thesethe the AI settings, I was just
poking around in there. I think,like, the the hardest thing
about, like, Breeze, HubSpot AItraditionally so far up until
it's really graduated to thispoint was, like, HubSpot portal
(07:10):
contextualization.
Right? Understanding thenonstandard portions of your
HubSpot portal. Right? And Ithink that's where it's been
difficult. And now that it'sstarting to tie into other areas
of HubSpot, like user propertiesand user personalization and
understanding who the humans arethat are working with things,
(07:31):
understanding the thing you'retrying to accomplish and your
mission and goal and what youserve and whatever these other
things are.
Absolutely wonderful. So, Imean, I'll let George run, you
know, and I'll chime in, youknow, on things and ask even
probably some additionalquestions, actually.
Liz Moorhead (07:48):
I love it. Alright. So let's start digging
into what we're talking about.So we're talking about the AI
data sources, which includesbrand kits, your company
profile, your ideal customerprofile, your marketing
strategy, your products andservices, your user pro it's a
lot. George, can you just breakit down?
Let's simplify the complex here.What the heck are HubSpot AI
(08:08):
data sources? Where are they?What collective purpose do they
serve? What are we doing here?
George B. Thomas (08:13):
Yeah. Yeah. So first of all, you've gotta go to
again, maybe one of the sexiestplaces in the HubSpot portal,
the settings area. Settings. Yougo you go to settings.
Let's go. And and on the lefthand side, you're gonna scroll
down to AI, and you're gonna seethere's an AI access tab when
you first get there. This iswhere you can actually flip the
switch on to the things that youwant to, like, do pertaining.
(08:36):
And there's a couple links to,like, learn more stuff and dig
in, which you should, like,learn more about.
Chad Hohn (08:41):
They manage the data. Yes. Yes. Really, the settings,
all it is right now is just likeit's on
George B. Thomas (08:46):
or it's off. That's all
Chad Hohn (08:47):
we get.
George B. Thomas (08:47):
Yes. But you should definitely dig into the,
like, knowledge article linksthat are there because
understanding how and why of thedata is is an important
fundamental piece. But thenthere's this tab that's called
data sources. And so so that'sthe where. You also asked me,
like, a second part, I think,which is, like, why they're
(09:09):
important.
Was that the second part of it?
Liz Moorhead (09:11):
What is their collective purpose? So I just
Oh, yeah. Yeah. Yeah. Thinkabout yeah.
Because here's what I want.Here's some context
George B. Thomas (09:17):
Yeah.
Liz Moorhead (09:17):
For my question. Yeah. I think we can look at all
these disparate things, youknow, ICPs, company profiles,
brand kits, market but what dothey all collectively do
together?
George B. Thomas (09:26):
Yeah. Yeah. And and I love that question
because there's a knowledgearticle, which we need to make
sure we put in the show notes,Liz. The knowledge article is
literally again, it sounds sosexy. Manager AI settings.
But about middle way down,there's a thing, and you can do,
like, a control f in yourbrowser. It says manage your AI
(09:49):
data sources. And the answer toyour question is actually in the
middle of a knowledge articleburied, which again is why we're
having this conversation becauseit says, to ensure that the
content generated pay attentionto that because content is
generated in multiple differentareas moving forward in HubSpot.
Right? Like, immediately, whenyou think of content generated,
(10:11):
you're like, oh, blog articles.
Oh, maybe landing pages. Oh,maybe. Like, yes. But I also
want you to think about thingslike, oh, I don't know, the
prospecting agent who does,like, templates and, you know,
snippets and the social mediaagent that, I don't know, does
things like social media posts.Like, there's a whole lot of
(10:35):
places where content generationcan now live inside of your
HubSpot customer portal.
Okay? And so to make sure thatcontent generated aligns with
your company, you can configureyour AI data sources. The a AI
data sources will be used whengenerating content with agents
(10:57):
such as, and then it has socialagent listed there right now,
but there you know, there's thecontent agent, the prospecting
agent in beta that's coming.
Chad Hohn (11:07):
There's the customer agent too for, like, your social
or for your, support. Right?Because, like, support bot needs
to be aware of who you are, whoyou serve, and what you do so
that it can more successfullyanswer inquiries.
George B. Thomas (11:19):
Yeah. So if we, like, take what HubSpot's
saying and we take what we'retalking about today, literally,
if you think about inboundhumanizing your content, right,
human powered AI assisted, thesedata sources are giving the most
important context to the placeswhere content will be created
(11:42):
and be able to be humanized. Andso if you wanna get more of a
90% rough draft instead of a 30%rough draft where you're getting
ticked off at HubSpot becausethey don't know anything about
but you haven't gone into yourdata sources and actually helped
HubSpot help you. It's likeJerry Maguire. HubSpot's sitting
(12:04):
there going, help me.
Help you. Help me. Help you. Allyou gotta do is go to the data
sources.
Liz Moorhead (12:12):
So you've been experimenting already with these
tools, though. What have youdiscovered so far? You've been
you've been a little I'm gonnabe perfectly clear. You haven't
just been experiencing you'vebeen a little mad scientist just
in your little laboratorycooking up stuff back there.
What have you found?
George B. Thomas (12:26):
Yeah. So I don't know if I wanna start from
the top or the bottom and workmy way up or work my way down
because, again, I wanna talkabout these data sources. I I
think what what I'm gonna do isI'm gonna start from the bottom
list and work my way up. K?Because user profile, again,
doesn't sound sexy.
But but what I realized when Iwent in there is that I clicked
(12:48):
in there and it I had my name inthere. But there was this place
called job title, and I hadn'tfilled it out. And I was like,
why is that important? Well,let's see. If I'm creating,
generating content as the user,there's some context of me being
(13:09):
the owner or the context of mebeing a HubSpot helper that you
can start to think of theconnective tissue or the lines
that could be drawn on, well,oh, this might be a thought
leader in this thing versus justlike a general human being
called George.
So, again, adding job title. Nowhere's the thing. I believe over
(13:33):
time, HubSpot will start addingmore things Mhmm. To a user
profile settings and datasources so you can get very
contextual to the this is Lizgenerating this content. This is
Chad generating this content.
Mhmm. Well, you know what'sfunny is Chad always makes these
changes, so let's make sure wewrite it more in this way. Or
(13:57):
Liz always adds these things. Soas Liz generates let's make sure
Liz
Liz Moorhead (14:02):
I am a thing adder.
George B. Thomas (14:03):
Get get these right? So, like, just going in
and doing, like, name and thenadding job title if you haven't
done that. And, again, gothrough data sources to click
into this thing to kinda seethat. I like it. One of
Chad Hohn (14:17):
the things I'd love to see there would be, like, job
description. Right? That's likeone of the next evolutions is
like, what do you do? Put theoutline of your role so it has a
little bit more context. BecauseExactly right.
Like especially in a sales role,if it's going to generate an
email, you want it to understandyour goal as a sales rep. Right.
And the other thing that I'dlove to see there is like the
(14:38):
custom user properties, likesome level of the ability to
fill out custom user properties.But this is an amazing step in
the right direction. You can seethe connective tissue, like you
were saying, of exactly howthey're putting the framework
together, and they're just gonnabuild on top of it.
Again, this as much as as oftenas we say this, it's it's so
true. This is the worst it'sever gonna be. Right?
George B. Thomas (15:01):
Yeah. So let's even take this a step further,
Chad, because I love where yourbrain's going. Imagine I go into
user profile and there's, like,areas of interest or there's
areas of expertise, Or there'seven a place where I can put
dumb stuff of, like, Star Warslover, Fast and Furious guy,
Chad Hohn (15:18):
like, all these that. Yeah.
George B. Thomas (15:20):
Because now what can it do? Well, it can use
it to profile that's generatingthe content and be like, oh,
this dude likes cigars. Let's goahead and throw a couple cigar
jokes in there or like that.Whatever. Right?
So, like, again, because thiscomes down to how can HubSpot,
the company that is focused somuch on, inbound and being
(15:40):
human, doing marketing salesservice in a human way. How can
the AI get to a level that itcan create the most humanness? I
don't think that's a word. I'msorry.
Liz Moorhead (15:52):
I I feel like it's not sounding correctly to me.
George B. Thomas (15:55):
The most fix that. Humanness. Still, I don't
think it's a even though itsounds cooler that way, I don't
think it's here. It's it's The
Liz Moorhead (16:02):
word we're actually looking for here is
humanity. It's a little simpler,but we'll go with humanness.
That absolutely cool.
Chad Hohn (16:07):
Humanification? Hey.
George B. Thomas (16:09):
Listen. People say automagical all the time. I
coined that one. It's likewhatever. It's like Sorry.
Chad Hohn (16:15):
I stole that. I use it all the time. And I always
say, George told me this.
George B. Thomas (16:21):
You know the amount of people who have told
me that HubSpot can beautomagical? And I just giggle.
I don't say anything. I justgiggle. I say, yes.
I can.
Chad Hohn (16:28):
Yes. I can. That's
George B. Thomas (16:29):
amazing. But but here's what's fun. It's like
you you have to start to thinkabout the layer that that
brings. And and here's thething. I lied.
I'm not even gonna start fromthe bottom and work my way up.
I'm just gonna jump aroundbecause it's up here.
Chad Hohn (16:42):
So that expected. That's amazing. At the end of
the day.
George B. Thomas (16:45):
Like like, company profile. Okay. Company
profile does not sound sexy atall. But you're
Chad Hohn (16:52):
saying Hey. We gotta send you a bill. Put in your
address correctly. Thanks.
George B. Thomas (16:57):
Yeah. Exactly. That's But but in this now
here's what's fun. And and,again, I had never filled this
out. And and I'm I'm by the way,I'm being completely authentic,
transparent, vulnerable,whatever.
However you wanna throw this outthere. I had company name. Sure.
Duh. You do that on setup.
I had the domain. Duh. Mywebsite is hosted on here, but I
(17:18):
never had gone in and put theindustry. So I went in here
because of data sources, and Iput in marketing services. Now
what do you think that does asfar as connective tissues or
understanding about what themachine should talk about or the
level or direction?
Now now, again, could companyprofile be a little bit deeper?
(17:38):
Yes. Mhmm. Like, are there somethings that it could add?
Absolutely.
But like Chad said, it's theworst it'll ever be. Mhmm. And
so just even going in userprofile and company profile,
you're gonna be adding thesefoundational, fundamental, like,
contextual pieces over time.
Chad Hohn (17:58):
Yeah. Well, I think that nicely leads us into ICP.
George B. Thomas (18:02):
Oh, dude. Don't even get me started. So so
here's the thing. I George Doyou need a moment? Do you need a
moment?
Chad Hohn (18:10):
Do some jumping jacks again, man. You gotta
George B. Thomas (18:12):
get get that energy. How's it going, baby?
You're you're you're you'regonna have to watch it. If
you're listening to this, you'relike, this dude, like, is on
something this morning.
Chad Hohn (18:21):
But but but you're Monday morning energy for sure.
Everyone when we were when wewere in, like, the Green Room
before we started, it was likeeveryone was excited about
everything that we're planningto do this week. Sometimes,
like, those Friday shows wouldget a little bit, like, just a
little, like you know, it's it'sbeen a long week.
George B. Thomas (18:40):
It's been a long week.
Chad Hohn (18:41):
We may have some good energy.
Liz Moorhead (18:43):
Not know how to run the plane.
George B. Thomas (18:45):
Yeah. Yeah. But but but here's the here
here's the thing. I get soexcited about this because I
realized how how much this willimpact the humans that use
HubSpot and also the humans thatthe humans that use HubSpot are
trying to impact their help.Right?
And so let's go to ideal,customer profiles or ICPs.
(19:08):
Literally, when I found this,when I stumbled across this, I
was like, okay. This is where itall changes. And I took a
screenshot. I put it onLinkedIn, and I said, are you
doing this yet?
I also put it in the super admintraining as a question. Do you
document your ICPs in HubSpot?And people are like, What do you
(19:29):
mean document our ICPs inHubSpot? Well, this can be a
documentation tool that alsothen allows it to be a data
sources tool. So if you go intothe data sources tab tab and go
into ideal customer profiles,what you can do is you can
create new ICPs.
And so, like, for us, we haveestablished SMB or marketing
(19:50):
manager or HubSpot operations orevent driven. Right? And if you
go into one of these, you canactually name it. You can give
it multiple job titles that itcan look for. You can do several
industries that you wanted tofocus on.
You can give it locations. Youcan give it company size. You
can give it suggested revenue.The age age ranges of the
(20:15):
potential humans that might bepart of the ICP portion, you can
give it interests, and you cangive it an other section. Now
interest in other are realinteresting because they're,
like, single line text andmultiple line text, meaning
you're giving it a customized
Chad Hohn (20:31):
Yeah.
George B. Thomas (20:31):
Contextual information that it can use. And
so it
Chad Hohn (20:36):
doesn't take is check multi checkbox. Right?
George B. Thomas (20:38):
So you
Chad Hohn (20:38):
got a boop boop boop boop pick from the list, but
this is like not boop. Putwhatever you want in there.
George B. Thomas (20:43):
Exactly. So it doesn't take an Einstein to
understand that, like, oh, well,this is the fundamental,
undergrowth engine for theprospecting agent once it's
released out of beta and peopleare using it. Like, this is how
it knows who and what and whyand where to be looking for
these prospects that you mightwanna work with. But, also, if I
(21:05):
think back from, like, just acontent generation standpoint,
when now when you go in, Liz, ohmy god. When you go in to
generate a blog article, it asksyou, like, who are you writing
this piece of content
Liz Moorhead (21:18):
to? And I saw that. I saw that.
George B. Thomas (21:21):
I I I love
Liz Moorhead (21:22):
it. Okay. Okay. I'm freaking losing my mind over
here over that. I've beenwaiting for you to bring this
up.
I'm waiting for you. Because foryears, George, you have worked
with me, and you have listenedto me interview people on
hundreds and hundreds of topics.And people always get so
freaking hyped about let's talkabout the what and the why and
the how. And the first questionI always ask them if they try to
(21:45):
skip over is, wait a wait aminute. Who are we talking to?
Yes.
Chad Hohn (21:50):
Mhmm.
Liz Moorhead (21:51):
And now that's why the number one place content
pieces go to die.
George B. Thomas (21:55):
Oh my god. It's that step. Yeah. And so now
you're you're literally you'reliterally saying, I gave you all
this juicy context over in ICP.We're about to write this blog
article about HubSpot datasources, and I wanna make sure
that it's directed into thistype of human being that we're
educating.
The the context and the outputdifferences based on that and it
(22:20):
being part of your Hubs anyway.So so listen, listeners. If you
haven't gone in and gone to yourdata sources and at least done
this ideal customer profilepiece, then you gotta do that.
Now I know I know, Liz, in alittle bit, you might ask us,
like, how can this get better?So I'm gonna save the thing that
I just dramatically wanna sayright now because I I'm like,
(22:45):
there's everything inside of mescreaming of, like, of of a
thing that needs to happen inhere, But I'm gonna Do some more
jumping jacks.
Come on. Come on. Okay. Alright.Get out.
Get out. Alright. Well okay.
Liz Moorhead (22:56):
So while he's doing jumping jacks, I actually
have a question for you, Chad.
Chad Hohn (23:00):
Okay.
George B. Thomas (23:00):
Sure.
Liz Moorhead (23:01):
So here's my question for you. When you take
a look at this tool set, right,when you take a look at this
suite of settings, do you have,like, an underdog that's just
there hanging out in theperiphery? Like, the one where
you see, like, this is going tobring a lot of value, and a lot
of people are just gonna kindaoverlook it. Because these data
sources, they're directed, but,I mean, I'll say the quiet part
(23:23):
out loud. I know we're doingjumping jacks.
Jacks are getting hyped, but,like, we're talking about
settings, guys. Mhmm. Thesedon't this is not Yeah. This is
not sexy on
George B. Thomas (23:31):
the surface. But you're not. But go ahead,
Joe. Go ahead. Yeah.
Mhmm.
Chad Hohn (23:35):
So well, there's two things here. So underdog for me,
I think the underdog that peoplewill overlook is the future
extension of the user andcompany profile and giving your,
basically, your contentgeneration engine inside of
HubSpot that's aware of all thehumans and businesses you're
working with, that's aware ofall the sales opportunities that
(23:57):
you have, that's aware of allthe support tickets that you've
brought in if you're using andleveraging the entire platform.
Right? Knowing who your peopleare and who your business is is
going to truly be the thing thatextra personalizes it. I mean, I
think that is an underdog forme, at least from my
(24:20):
perspective.
Now when there's time, I have Ihave a question related to ICP
that I think I'd like to post toGeorge.
George B. Thomas (24:27):
Okay. Okay. So I wanna give an underdog too.
Yes. Because I like thequestion.
I think people are gonna sleepon the marketing goals portion
of this. Because when you clickon it, you can only select two.
And, by the way, the fact thattrust is one of the goals and
education is one of the goals,brand awareness is one of the
(24:48):
goals, engagement is one of thegoals, lead generation. But
there's this magic mix of if youpick two for your strategy, what
does that do? Listen, ladies andgentlemen.
If I'm gonna write an articlethat is to build trust, I'm
gonna write it fundamentallydifferent than if I'm trying to
generate a lead. If I'm tryingto get engagement out of the
(25:12):
voice. I'm gonna write itcompletely different than if I
was just trying to educate them.And so the context of the mark
but, also, here's where I loveto let my brain just kinda,
like, go into the future. Doesthat mean there's gonna be a
marketing agent?
And if so, what else will be inthis panel in the future to
(25:33):
actually help direct themarketing agent, know what the
marketing strategy is, and maybethe core values and the mission
statement, which which, by theway, we can already do, like, at
a granular level in the contentagent. But what does this grow
into? And I think people arejust gonna be like, I know what
my strategy is. Why does HubSpotneed to know it?
Liz Moorhead (25:57):
George. This episode is amazing.
Chad Hohn (26:00):
He's ready.
George B. Thomas (26:01):
How are
Liz Moorhead (26:01):
you doing, bud? George, how are you doing, bud?
George B. Thomas (26:03):
I'm taking deep breaths. I'm taking deep
breaths. I'm taking
Liz Moorhead (26:06):
deep breaths. Take a deep breath. Okay. I know
we've talked already about whatwe love about these tools, but I
I want to know what we loveabout them in terms of how
they're set up and how they'realready functioning. But then I
also want to hear from you wherewe see gaps or clear
opportunities for improvement initeration.
George B. Thomas (26:27):
Can we wait to do that for a second? Sure.
Yeah. Yeah. Because I can't moveforward.
Liz Moorhead (26:32):
I'm impressed. George, hold on. I I gotta say
one thing. I'm very impressed.Rather than breaking my outline
for this show within the firstthirty seconds, you waited,
what, like, thirty minutes?
I'm so proud
George B. Thomas (26:44):
of you.
Liz Moorhead (26:45):
This is for strength.
George B. Thomas (26:45):
This is for fault. It's not my fault. It's
not my fault. I can't moveforward without knowing what
Chad's question on ICPs was.
Chad Hohn (26:54):
Oh, yeah. Alright. So this I mean, I know that at
least I for whatever reason,just like I latched on to
automagical, I latched on to atraining you did on personas.
Right?
George B. Thomas (27:07):
Oh, the yes.
Chad Hohn (27:07):
That's tough. I really, really loved how you
wanted users to essentially selfidentify the persona and, like,
to put it on a form where it'slike, hey. I'm this kind of a
human or I'm that kind of ahuman or, oh, man. I'm nobody in
this list. You know?
Can you tell me a little bitmore about you? Right? And the
(27:30):
personas are super helpful. And,like, what is the overlap
between the personas feature inHubSpot and the ideal customer
profile? And is this meant toreplace it?
Is it meant to link to it? Nope.Right? And, like, what are your
thoughts on that? I I wanted toget your perspective on it.
George B. Thomas (27:48):
Here's the good thing, Liz. I can I can
actually answer Chad and you atthe same time? Because this is
where I was like,
Liz Moorhead (27:58):
operational efficiency. I'm gonna I'm gonna
I'm
George B. Thomas (28:00):
gonna die if I can't tell somebody at HubSpot
that this needs to be so ICPsare the company. Mhmm. Right?
Right. And ICPs are for, like,target accounts and and ABM and
and, like, and and just, like, bto b.
Right? Mhmm. First of all, I I Ihope you're using personas
(28:23):
properly in HubSpot. Ninetyeight percent of you probably
aren't. Book time with me.
Send me some money. I'll showyou how to do it right. It's a
fundamental shift of actuallyhow you do the foundational
baseline segmentation forcommunication and reporting in
your HubSpot portal, and itallows these humans to self
(28:44):
identify, by all that is holy.This training blew my mind.
Chad Hohn (28:49):
Like, I mean, I it it it is so simple because people
overthink personas, and thisjust changed the entire way that
I thought about that property.
George B. Thomas (28:59):
I'll I'll let you know how you know you're
jacked up or not. If you go intoyour persona tool and the
description of your personadoesn't start with I'm a or I'm
an, depending on proper grammar,give me a call. Alright. So
here's the thing. Here's thething.
Because because you're it's it'swrong. Okay. Also, I'll tell you
(29:21):
how you know you jacked up. Ifyou're still doing the three to
six months of persona researchbefore you've actually put the
personas in HubSpot, give me acall. You're doing it wrong.
Alright. Alright. If you'reworried about doing, persona
research after the fact, give mea call. You're okay. I'm done.
I'm done with it. Okay. Sohere's the thing. The HubSpot AI
(29:46):
humans, the people that are incharge of the data sources tab,
by all that is holy, can youplease add another section that
is just hooking up the peoplewho are adding personas right,
because then more people cancall me, by the way, the people
who are actually doing personasright, that it actually looks at
(30:07):
those personas. Oh my god.
Because if you could do ICPs andthe persona property and you had
three to
Chad Hohn (30:16):
five together.
George B. Thomas (30:17):
Oh my god. And you had three to five positive
personas or one to two negativepersonas, And you could actually
look at the activities in youractivity feed based on the
persona being sent of one ofyour one to five and ICP. The
context around the activitiesand the understanding of the
(30:40):
individual human would beastronaut
Liz Moorhead (30:45):
the The individual what? Thank you.
George B. Thomas (30:48):
The human would be astronomical. Like,
just this one addition and alsothen allowing me to train every
single HubSpot user how to usepersonas properly would take
HubSpot and the AI to a levelthat probably I don't think
anybody is even thinking aboutor paying attention to right
(31:08):
now. Because what do you get inpersonas? You get the roles. You
get the goals.
You get the challenges. You getthe demographics. You can create
a story. Well, what's a story?Story's context.
Oh, really? So now you got painpoints? You got goals? You're
trying to create content? Youknow what type of company they
live in?
Oh my god.
Liz Moorhead (31:30):
I'm not.
George B. Thomas (31:35):
I'm just saying so am I.
Chad Hohn (31:37):
Oh, so good. Yeah. So I'm pretty sure, like, this
like, I was just you know, like,that's where my mind went is
field mapping personas tobusinesses. And it's like, just
think about what you could do ifyour system had that level of
context and understanding.Absolutely phenomenal.
George B. Thomas (31:58):
Nobody else would be able to do this. Yeah.
Like, HubSpot has laid afoundation that if this piece
was implemented and, again, ifhumans were taught to use the
property right
Chad Hohn (32:11):
Mhmm.
George B. Thomas (32:12):
O m g.
This is the way.
Oh, I love come on. Mandalorian, let's go.
Chad Hohn (32:19):
Oh, let's go. Yeah. So feature suggestion for, this
persona mapping, unless thepersona starts with I'm a or I'm
an, then you can't map it. Oh,yeah. And it just has a link to
call George.
George B. Thomas (32:36):
Call George. Yeah. There should be a little,
like, text note. If doing itwrong, call no. I'm just
kidding.
I'm I'm just kidding. I am, butI'm not Are we though?
Liz Moorhead (32:46):
Are we though?
George B. Thomas (32:46):
I'm I'm really not because I've seen when I
just like Chad said, by the way,I didn't pay Chad to, like, say
these things, but I've seenhundreds of people, hundreds of
humans when they watch theworkshop or they're part of the
workshop or I or I teach them ata one to one shop or they're
part of the workshop or I or Iteach them at a one to one level
of how to do this, they're like,oh my god. This changes
everything. And if that's true,in your segmentation,
(33:10):
communication, and reporting,imagine how true it is for your
AI content generation and foryour agents moving forward as
far as the contextualunderstanding of who the frick
you're actually trying to help.
Liz Moorhead (33:23):
So where do you imagine some of our our user
pals out there in the HubSpotuniverse going wrong with these
tools, whether that's rookiemistakes, oversights? What are
we what are we seeing here?
Chad Hohn (33:34):
I mean, right now, they're pretty simple. So I just
say ignoring them is whereyou're going wrong. Ignoring
them is the number one placeyou're going wrong. And then,
you know, something like theICP, like, having way too many
of them could possibly be alittle bit difficult because you
wanna keep it probably fairlyfocused in these early stages.
George B. Thomas (33:54):
I agree completely with Chad. I will say
two other things. One,overcomplicating them. Mhmm.
Like, just get it done.
Mhmm. You you have theinformation. Put the information
in there. By the way, if youdon't have the information Use
other AI to help you get theinformation. Like, literally,
(34:18):
take screenshots.
Go into ideal customer profile.Take a screenshot of the name,
job title, industry, location,company size, revenue. Go into
GPT or Claude or I don't youmight use perplexity. I don't
give tooth watch.
Chad Hohn (34:33):
You might locally host your own model.
George B. Thomas (34:35):
Oh, you might. If you're that much of a nerd,
you probably already have thisjob in there. But Chadwick?
Chadwick? What?
What? Do you
Liz Moorhead (34:43):
have your is that you? Are you are you speaking
for a friend?
Chad Hohn (34:47):
I don't wanna say.
George B. Thomas (34:48):
I mean, speaking of speaking of which
you
Liz Moorhead (34:51):
glowing red.
Chad Hohn (34:51):
Did did you No. It's green now.
George B. Thomas (34:54):
It's green now, but you gotta be quick. Did
you see the article, by the way,about, daisy chaining four Mac
minis to actually be able to runyour own LLL model? Did you see
that yet? Anything? Not whywe're here.
Not why we're here. Yeah.Because the new, Mac chip in the
minis, you can literally daisychain four of them and then run
your own local l l anyway. Okay.
Chad Hohn (35:14):
But Or you could just steal the Windows computer.
George B. Thomas (35:16):
Well yeah. Exactly. Sorry. But that's maybe
for about, you know, somethousands of dollars. But but
here's the thing.
Take a screenshot. Go to, GPT,Claude, whatever, and be like,
here's information about mycompany. Here's information
about my products and services.By the way, we'll talk about
products and services and datasources in a hot second. Yeah.
(35:39):
My products and services. Canyou help me figure out who my
ideal client profile should bebased on the problems that we
solve? And but, you know, giveit the context around your
company and then be like, I wantyou to give me the top three or
four ICPs that you think weshould be working with and give
me the information based onthese post screenshot in there
(36:00):
and see what it spits out. Now,of course, that's a rough draft.
You go, no.
We actually wanna work withpeople who make, like, 10 to
20,000,000, not one to five. No.You know, actually, we don't we
don't serve people outside TheUnited States, so I don't wanna
add in The UK or or Zimbabwe orwhatever. Where wherever. You
you it's a draft, but at leastit's a fast draft to get the
(36:20):
context of your brain working ina direction where you might have
overcomplicated it.
So don't overcomplicate it andget AI to help you feed AI.
Mhmm. Oh, yeah. That's that'swhat I'll say.
Chad Hohn (36:32):
I think that goes into, like, you know, often how
we've discussed. One of thethings that is really helpful to
do when talking to an AIassistant is, like, what are
other things I should considerabout this? Oh, yeah. Right?
That's such a great I mean, aswith the other, other persona
and having a second smartquestion as George would call
(36:54):
it, in the same way, havingsecond smart questions when
conversing with an assistant issuper helpful.
Right? And so I think even ifyou know who you're talking to
and what you're doing, like,just say, hey. Like, what are
other things that, you know,might be good to target and see
if any of that is helpful foryour business. Right? If it
(37:16):
opens your eyes to things younever considered before.
George B. Thomas (37:19):
Yep. By the way, if you heard Chad say
second smart questions andyou're like, a what? Call me.
You're doing it wrong. I'm justgonna I'm just gonna throw that
out.
Oh my god. You're like, you'redoing HubSpot forms wrong.
You're doing the personaproperty wrong. Like, we can we
can get you to the next level.Okay.
But speaking of next
Liz Moorhead (37:39):
level doubt, audience, when in doubt,
audience, just go tosidekickstrategies.com. Okay?
Like, put this man out of hismisery. He is desperate to help.
George B. Thomas (37:48):
Alright. Desperate. Here here's I love
helping humans. Yeah. So here sohere's the thing.
Talk about taking the nextlevel. By the way, I have a,
this is awesome, and I'mfreaking upset all in one. Okay?
But I understand why, but thenthat's a deeper problem. Let me
(38:09):
explain.
In data sources, people arelike, this dude is on drugs or
something. Nope. Nope. Just highon HubSpot. Just gonna throw it
out.
Chad Hohn (38:17):
Just the energy. The energy.
George B. Thomas (38:19):
So here's the thing. In your data sources,
there's products and services.The context that this brings,
there is a value propositionplace that you can fill in.
There is a what pain points doesyour company solve that you can
fill in. And then you can add aproduct name and description for
all of your products andservices, which we went in and
(38:41):
we added each product name andproduct services.
By the way, we used AI to lookat the page to tell us, can you
give me a list of the titles anddescriptions for each of these
products to give us a roughdraft to then copy and paste and
tweak and put into HubSpot? Butnow if your if your social agent
(39:01):
is doing a social media post oncontent creation and
optimization, which by the way,we we do that at psychic
strategies, Or if your socialagent is doing a social post on
how to do HubSpot personasright, guess what? It has the
product and the now couplethings here. Why can't it just
(39:22):
work with our HubSpot productslibrary? Dang on it.
If I have my products and I havemy folders and it's the way that
it should be, why can't I justhook it up to that? Here's why.
I know why. Because 98% ofHubSpot users don't have their
product set up right, don't havedescriptions in them, don't use
file folders. So HubSpot, I getit.
(39:44):
I get it. Yeah. But golly, canwe please train people to you do
the do their products? Although,also, some of them, they might
not even use products becausethey do it outside of HubSpot.
But there should be a switchwhere it's like, do you use the
HubSpot products tool and haveyou set it up right?
And it looks
Chad Hohn (40:04):
at those call George.
George B. Thomas (40:06):
Well, no. Don't call me on that one. Well,
maybe. I don't know. I couldprobably still help you.
But if you could flip a switchand then beep bop boop, it looks
at the stuff that you alreadyhave would be dope. Mhmm. Here
here's another piece. Even if Ican't get that, can I get
another line to the right of thedescription that allows me to
put the URL of the product andservice page into it? So when my
(40:31):
social media agent actuallycomes up with the social post,
then it can put the link intothe product for me.
Oh my god. I wanna talk aboutit. That means I wanna send them
there. Can somebody just add onemore row for me?
Chad Hohn (40:48):
Okay. I'm done. I think it would be a column, but
you know?
George B. Thomas (40:52):
Yeah. It's a column. It's it's a column.
Don't give me another row. I gotplenty of rows of products.
I need a column.
Chad Hohn (41:02):
Alright.
Liz Moorhead (41:03):
George George. No. I gotta jump in here for a
second, Chad. George, we've hadthis discussion a couple of
times now, and and I'm sorry todo this in front of our
audience. But
George B. Thomas (41:14):
Oh, man.
Liz Moorhead (41:14):
Gotta work on your emoting skills, man. I don't
know where you stand onanything.
Chad Hohn (41:18):
I don't
Liz Moorhead (41:19):
know what you truly think or feel about
anything. I need I need you tobring some of that inside
passion out.
George B. Thomas (41:24):
Yeah.
Liz Moorhead (41:25):
I know it's there. Work on it.
George B. Thomas (41:26):
I know it's bottled up. I'm I'm trying. I'm
trying, but I'm such anintrovert, and it sucks.
Liz Moorhead (41:32):
It's so challenging. Chad, go ahead.
Chad Hohn (41:35):
Okay. So one thing I noticed is you must add at least
one product or service for thesocial media agent to work. So
you have to have one if you wantthe social media agent to do
anything for you. That's onething. Now I don't know if
anybody knows this, but Publicservice announcement.
Public service announcement.Associations are one of the most
(41:58):
powerful parts of HubSpot.
George B. Thomas (42:02):
Oh, yes.
Chad Hohn (42:03):
Why can't we just associate this to the products
and services that we'd like touse?
George B. Thomas (42:09):
Oh, yes.
Chad Hohn (42:10):
That, I think, would be a real great way to go ahead
and do that.
Liz Moorhead (42:15):
That was so cool.
George B. Thomas (42:16):
I love
Liz Moorhead (42:17):
that. See public service announcement one more
time.
Chad Hohn (42:21):
Public service announcement.
George B. Thomas (42:24):
Yeah. Now it's time for giga chat. Oh,
let's go. Giga chat. I love it. We lost Liz on
giga Chad.
Chad Hohn (42:37):
She literally rolled all the way
George B. Thomas (42:39):
across the entire room. She's like Blown
away.
Chad Hohn (42:44):
Sorry. Giga Chad is just too much.
George B. Thomas (42:46):
You you know, do you know, to to Giga Chad
ready for Giga Chad? To yo. Togiga Chad, this is I only have
one thing to say. Wow. That'sall I have to say.
Liz Moorhead (42:55):
Wow. Alright. I have to get my own soundboard
clearly.
George B. Thomas (42:58):
Alright, George.
Liz Moorhead (42:59):
So so what's really fun about the
conversation that we've hadtoday is that it's only the
beginning.
George B. Thomas (43:04):
Right? Mhmm. Yeah.
Liz Moorhead (43:05):
We are gonna be this is actually for our
listeners at home, this is thebeginning of a series because
we're gonna be going into eachof these individual AI data
sources one by one over the nextseveral weeks to really help you
capitalize on everything thatwe're talking about today. But,
George
Chad Hohn (43:21):
Yeah.
Liz Moorhead (43:22):
From today's conversation, what do you want
our listeners at home to go homewith today from this
conversation? And what do youwant them to be thinking about
as we go forward?
George B. Thomas (43:33):
God. Okay. Actually, I have two things.
One. One.
To the to the to theHubSpotters. Those are the
people that work at HubSpot, bythe way. I'd love to open up my
data sources and have some wayto be able to actually associate
any custom objects that I havebecause that's gonna be the most
(43:57):
important contextualization topeople wrapping HubSpot around
their business is the customobjects that they have actually
created and the data sourcesthat are inside of there. Now
with that said, what I wannaleave the just normal amazing
that use HubSpot go into datasources. Go make sure that
(44:19):
you've because by the way, weran out of time.
We didn't even talk about brandkits and the way that brand
voice and tone has dramaticallychanged. That's gonna have to be
a whole another episode because,oh,
Chad Hohn (44:30):
I mean an episode on its own anyway. So Yeah.
Liz Moorhead (44:33):
You know I'm ready to talk about that. You know I'm
ready to talk about that.
George B. Thomas (44:36):
I've It is. Thoughts. But go go act like you
haven't used HubSpot before aday in your life. Go into data
sources. Go to user profile.
Go to company profile. Go toideal customer profile. Go to
marketing strategy. Go toproducts and service, and just
spend a little bit of timesetting it up. And if you
(44:58):
haven't signed up for the socialmedia agent beta or the customer
success agent beta or theprospecting agent beta and you
feel like you can use thoseagents to augment the humans
inside your organization, noticeI did not say replace, but
augment the humans in yourorganization, that is your
(45:19):
directive for this week.
Those things right there.
Liz Moorhead (45:24):
Chad.
Chad Hohn (45:24):
Do you
Liz Moorhead (45:25):
think Chad wanna share anything?
George B. Thomas (45:27):
No. What are Giga
Liz Moorhead (45:28):
Chad's thoughts?
Chad Hohn (45:29):
Giga Chad's thoughts?
George B. Thomas (45:34):
Just do it. Just use it. Build your ideal
customer profile. Add yourproducts and services.
That's so good. That's the yeah.
Liz Moorhead (45:46):
This tag
George B. Thomas (45:47):
is a That's such a big There's
Chad Hohn (45:48):
a there's a slider on that, and one of the sliders is
magnetism. And that's thebackground music. As the
magnetism goes up, thebackground music gets more
intense.
Liz Moorhead (46:01):
Can can get you out? Kick us out today?
George B. Thomas (46:03):
Yeah. Take us out.
Liz Moorhead (46:05):
Kick take us out, man.
George B. Thomas (46:08):
Hub heroes, thank you for joining. This has
been AI setting and datasources.
Okay. Hub Heroes, we've reached the end of
another episode. Will Lord Lackcontinue to loom over the
community, or will we be able todefeat him in the next episode
(46:30):
of the Hub Heroes podcast? Makesure you tune in and find out in
the next episode. Make sure youhead over to the hubheroes.com
to get the latest episodes andbecome part of the league of
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
(46:53):
a friend. Leave a review if youlike what you're listening to,
and use the hashtag, hashtag hubheroes podcast on any of the
socials, and let us know whatstrategy conversation you'd like
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
(47:16):
someone's hero.
Do you live in a world filled with corporate data? Are
you plagued by siloeddepartments? Are your lackluster
growth strategies demolishingyour chances for success? Are
you held captive by the evilmenace Lord Lack? Lack of time,
lack of strategy, and lack ofthe most important and powerful
(00:24):
tool in your superhero toolbelt, knowledge.
Never fear, hub heroes. Getready to don your cape and mask,
move into action, and become thehub hero your organization
needs. Tune in each week to jointhe league of extraordinary
inbound heroes as we help youeducate, empower, and execute.
(00:50):
Hub heroes, it's time to uniteand activate your powers.
George B. Thomas (00:55):
Now do you notice anything different there?
Did you notice that blue? Havean update. The fade out.
Liz Moorhead (01:00):
Up to date.
George B. Thomas (01:01):
Oh. I swear. I swear. Fade out
Chad Hohn (01:03):
in forever.
George B. Thomas (01:04):
No. No. No. So I I I actually took some time,
and I updated the fact of, like,Devin and HubSpot and Max and,
like, I all of the and I waslike, you know what? We're just
gonna give it a little and,like,
a fade
out. And so that's that's the new intro. Is
that not That's beautiful.That's that's hot.
Liz Moorhead (01:23):
The only thing missing is that you need some
sort of disclaimer. Like, if 90%of what Liz says, we're sorry.
George B. Thomas (01:29):
Oh. Just preemptively, we're sorry. Yeah.
Just we apologize. It is.
Yeah. We apologize in advance.
Chad Hohn (01:36):
Yes. It's a prepologization.
George B. Thomas (01:38):
For all of the shenanigans that might happen.
Liz Moorhead (01:42):
I know. But I you know what? Guys, it's only the
three of us this week. Max, aswe were talking about before we
hopped on today, hope his hissick kiddos get better. But,
guys, I have I have you twonerds in front of me right now.
George B. Thomas (01:57):
Yes.
Liz Moorhead (01:57):
And, George Yes. We gotta I I need to talk to you
immediately and directly for asecond as we dig into what we're
talking about today, which isHubSpot AI data sources. We are
going so nerdy
George B. Thomas (02:10):
Yes.
Liz Moorhead (02:10):
Today. Yes. So nerdy.
George B. Thomas (02:12):
Yeah.
Liz Moorhead (02:12):
And because we're talking about something today
where, honestly, you broughtthis up last week as our topic.
Right? Look at this. Look atthis amazing thing, and I'm
like, oh, goody. The settingssection of HubSpot.
Yeah. My favorite place
George B. Thomas (02:26):
Yeah. My favorite is really, like, get
excited. You don't get excitedto be like, look at these new
setting.
Liz Moorhead (02:33):
Are you gonna show me more about how to add a user
to HubSpot, George?
George B. Thomas (02:37):
Yeah.
Liz Moorhead (02:37):
Yay. I'm so excited. But I got to know
Chad Hohn (02:41):
Settings are important. I love settings.
Like, there's some really greatsettings in HubSpot, so don't be
dissing my settings. Alright?
George B. Thomas (02:48):
We we probably could have an entire episode on,
like, HubSpot settings. Youshould pay attention to, but
Chad Hohn (02:55):
God forbid, how do we change your life?
Liz Moorhead (02:57):
We are doing an episode today. This is
Chad Hohn (03:00):
AI settings. This is different than the non the
boring the regular settings.Okay?
Liz Moorhead (03:06):
Alright. Now so here, George. I gotta know,
brother. Why are you so hyped toget nerdy about this today?
Because the way you are dancingright now, Chad and anybody
who's watching in our liveaudience right now, you could
see he's like, he's dancing.
He's moving around. He's He
Chad Hohn (03:21):
was, like, doing jumping jacks during the intro.
George B. Thomas (03:24):
Yeah. Yeah.
Liz Moorhead (03:24):
That was how he was during our team meeting
where he's like, Liz, Liz, we'regonna talk about settings. Like,
what
George B. Thomas (03:30):
what are we doing? What are we doing?
Liz Moorhead (03:32):
So, George, tell us.
George B. Thomas (03:34):
Well well, listen. You know that for a long
time, I have loved HubSpot, andHubSpot has done a lot of things
right. And and then they rolledout, like, the content AI
content builder, and Iimmediately was sad because I
was like, oh, it's it's notquite there. And Mhmm. And I I
(03:55):
wanted to be happy.
I wanted to leverage it. Iwanted to lean all in, and I was
like, ugh. But I but I can't.Like, I I gotta teach my clients
and other people, like, thisother way that I'm doing it
because it's not quite there.Now so one, I'm happy because I
can be like, oh, we're we'reofficially there, ladies and
(04:19):
gentlemen.
Like, you should be payingattention to these things. Now
Mhmm. The the other thing thatis a layer on this is at
inbound, I talked abouthumanizing AI. And one of the
main things that I talked aboutthat was important when it comes
to AI in any type of, like,creation or agent or you and
(04:40):
humanizing it is this reallylarge word, context. Well, the
the word isn't large.
The the word is actually small,but the concept and the idea of
having science word. Yeah.Medium. Medium. Not small, not
big medium.
But but the concept of havingcontext to the things that
(05:01):
you're doing are reallyimportant. Alright? So if we
take those ideas of, like,alright, ladies and gentlemen,
we're there. You should bepaying attention to it. And
context is everything when itcomes to helping to humanize the
AI, elements that you're doing.
Then the place that we allshould be paying attention to if
(05:23):
we are not yet and making surethat we've even updated some new
things that are, like, newbecause of what we're about to
talk about today. We journeyinto the world of, yes, AI
settings, but more importantly,the data sources tab. Right? And
and when when you hear thingslike user profile, you you might
(05:47):
not get excited, but there arereasons to. When you hear words
like marketing strategy insideof a settings tab, generally,
with marketing strategy, youshould just get excited.
And if you don't, shame on you.But you also might hear things
like company profile and belike, okay. I don't even need to
(06:09):
click into that. But guess what?You you probably should.
And so, Liz, it's because of thethe specificity, the the
microness of this, the context,the the what I would love to
call the layers of context thatwill then be able to be
injected, paid attention to aswe move forward. HubSpot, I love
(06:36):
you again. Aw.
Liz Moorhead (06:38):
Chad
Chad Hohn (06:38):
I love you again.
Liz Moorhead (06:39):
How much press how much pressure do I need to put
on you to to talk about whyyou're excited to nerd out
today, or do you just needrunway in space?
Chad Hohn (06:46):
Oh, I mean, you know, I don't think I need a whole lot
of pressure to talk aboutHubSpot. That's pretty easy for
me. Yeah. I mean, like, thesethe the AI settings, I was just
poking around in there. I think,like, the the hardest thing
about, like, Breeze, HubSpot AItraditionally so far up until
it's really graduated to thispoint was, like, HubSpot portal
(07:10):
contextualization.
Right? Understanding thenonstandard portions of your
HubSpot portal. Right? And Ithink that's where it's been
difficult. And now that it'sstarting to tie into other areas
of HubSpot, like user propertiesand user personalization and
understanding who the humans arethat are working with things,
(07:31):
understanding the thing you'retrying to accomplish and your
mission and goal and what youserve and whatever these other
things are.
Absolutely wonderful. So, Imean, I'll let George run, you
know, and I'll chime in, youknow, on things and ask even
probably some additionalquestions, actually.
Liz Moorhead (07:48):
I love it. Alright. So let's start digging
into what we're talking about.So we're talking about the AI
data sources, which includesbrand kits, your company
profile, your ideal customerprofile, your marketing
strategy, your products andservices, your user pro it's a
lot. George, can you just breakit down?
Let's simplify the complex here.What the heck are HubSpot AI
(08:08):
data sources? Where are they?What collective purpose do they
serve? What are we doing here?
George B. Thomas (08:13):
Yeah. Yeah. So first of all, you've gotta go to
again, maybe one of the sexiestplaces in the HubSpot portal,
the settings area. Settings. Yougo you go to settings.
Let's go. And and on the lefthand side, you're gonna scroll
down to AI, and you're gonna seethere's an AI access tab when
you first get there. This iswhere you can actually flip the
switch on to the things that youwant to, like, do pertaining.
(08:36):
And there's a couple links to,like, learn more stuff and dig
in, which you should, like,learn more about.
Chad Hohn (08:41):
They manage the data. Yes. Yes. Really, the settings,
all it is right now is just likeit's on
George B. Thomas (08:46):
or it's off. That's all
Chad Hohn (08:47):
we get.
George B. Thomas (08:47):
Yes. But you should definitely dig into the,
like, knowledge article linksthat are there because
understanding how and why of thedata is is an important
fundamental piece. But thenthere's this tab that's called
data sources. And so so that'sthe where. You also asked me,
like, a second part, I think,which is, like, why they're
(09:09):
important.
Was that the second part of it?
Liz Moorhead (09:11):
What is their collective purpose? So I just
Oh, yeah. Yeah. Yeah. Thinkabout yeah.
Because here's what I want.Here's some context
George B. Thomas (09:17):
Yeah.
Liz Moorhead (09:17):
For my question. Yeah. I think we can look at all
these disparate things, youknow, ICPs, company profiles,
brand kits, market but what dothey all collectively do
together?
George B. Thomas (09:26):
Yeah. Yeah. And and I love that question
because there's a knowledgearticle, which we need to make
sure we put in the show notes,Liz. The knowledge article is
literally again, it sounds sosexy. Manager AI settings.
But about middle way down,there's a thing, and you can do,
like, a control f in yourbrowser. It says manage your AI
(09:49):
data sources. And the answer toyour question is actually in the
middle of a knowledge articleburied, which again is why we're
having this conversation becauseit says, to ensure that the
content generated pay attentionto that because content is
generated in multiple differentareas moving forward in HubSpot.
Right? Like, immediately, whenyou think of content generated,
(10:11):
you're like, oh, blog articles.
Oh, maybe landing pages. Oh,maybe. Like, yes. But I also
want you to think about thingslike, oh, I don't know, the
prospecting agent who does,like, templates and, you know,
snippets and the social mediaagent that, I don't know, does
things like social media posts.Like, there's a whole lot of
(10:35):
places where content generationcan now live inside of your
HubSpot customer portal.
Okay? And so to make sure thatcontent generated aligns with
your company, you can configureyour AI data sources. The a AI
data sources will be used whengenerating content with agents
(10:57):
such as, and then it has socialagent listed there right now,
but there you know, there's thecontent agent, the prospecting
agent in beta that's coming.
Chad Hohn (11:07):
There's the customer agent too for, like, your social
or for your, support. Right?Because, like, support bot needs
to be aware of who you are, whoyou serve, and what you do so
that it can more successfullyanswer inquiries.
George B. Thomas (11:19):
Yeah. So if we, like, take what HubSpot's
saying and we take what we'retalking about today, literally,
if you think about inboundhumanizing your content, right,
human powered AI assisted, thesedata sources are giving the most
important context to the placeswhere content will be created
(11:42):
and be able to be humanized. Andso if you wanna get more of a
90% rough draft instead of a 30%rough draft where you're getting
ticked off at HubSpot becausethey don't know anything about
but you haven't gone into yourdata sources and actually helped
HubSpot help you. It's likeJerry Maguire. HubSpot's sitting
(12:04):
there going, help me.
Help you. Help me. Help you. Allyou gotta do is go to the data
sources.
Liz Moorhead (12:12):
So you've been experimenting already with these
tools, though. What have youdiscovered so far? You've been
you've been a little I'm gonnabe perfectly clear. You haven't
just been experiencing you'vebeen a little mad scientist just
in your little laboratorycooking up stuff back there.
What have you found?
George B. Thomas (12:26):
Yeah. So I don't know if I wanna start from
the top or the bottom and workmy way up or work my way down
because, again, I wanna talkabout these data sources. I I
think what what I'm gonna do isI'm gonna start from the bottom
list and work my way up. K?Because user profile, again,
doesn't sound sexy.
But but what I realized when Iwent in there is that I clicked
(12:48):
in there and it I had my name inthere. But there was this place
called job title, and I hadn'tfilled it out. And I was like,
why is that important? Well,let's see. If I'm creating,
generating content as the user,there's some context of me being
(13:09):
the owner or the context of mebeing a HubSpot helper that you
can start to think of theconnective tissue or the lines
that could be drawn on, well,oh, this might be a thought
leader in this thing versus justlike a general human being
called George.
So, again, adding job title. Nowhere's the thing. I believe over
(13:33):
time, HubSpot will start addingmore things Mhmm. To a user
profile settings and datasources so you can get very
contextual to the this is Lizgenerating this content. This is
Chad generating this content.
Mhmm. Well, you know what'sfunny is Chad always makes these
changes, so let's make sure wewrite it more in this way. Or
(13:57):
Liz always adds these things. Soas Liz generates let's make sure
Liz
Liz Moorhead (14:02):
I am a thing adder.
George B. Thomas (14:03):
Get get these right? So, like, just going in
and doing, like, name and thenadding job title if you haven't
done that. And, again, gothrough data sources to click
into this thing to kinda seethat. I like it. One of
Chad Hohn (14:17):
the things I'd love to see there would be, like, job
description. Right? That's likeone of the next evolutions is
like, what do you do? Put theoutline of your role so it has a
little bit more context. BecauseExactly right.
Like especially in a sales role,if it's going to generate an
email, you want it to understandyour goal as a sales rep. Right.
And the other thing that I'dlove to see there is like the
(14:38):
custom user properties, likesome level of the ability to
fill out custom user properties.But this is an amazing step in
the right direction. You can seethe connective tissue, like you
were saying, of exactly howthey're putting the framework
together, and they're just gonnabuild on top of it.
Again, this as much as as oftenas we say this, it's it's so
true. This is the worst it'sever gonna be. Right?
George B. Thomas (15:01):
Yeah. So let's even take this a step further,
Chad, because I love where yourbrain's going. Imagine I go into
user profile and there's, like,areas of interest or there's
areas of expertise, Or there'seven a place where I can put
dumb stuff of, like, Star Warslover, Fast and Furious guy,
Chad Hohn (15:18):
like, all these that. Yeah.
George B. Thomas (15:20):
Because now what can it do? Well, it can use
it to profile that's generatingthe content and be like, oh,
this dude likes cigars. Let's goahead and throw a couple cigar
jokes in there or like that.Whatever. Right?
So, like, again, because thiscomes down to how can HubSpot,
the company that is focused somuch on, inbound and being
(15:40):
human, doing marketing salesservice in a human way. How can
the AI get to a level that itcan create the most humanness? I
don't think that's a word. I'msorry.
Liz Moorhead (15:52):
I I feel like it's not sounding correctly to me.
George B. Thomas (15:55):
The most fix that. Humanness. Still, I don't
think it's a even though itsounds cooler that way, I don't
think it's here. It's it's The
Liz Moorhead (16:02):
word we're actually looking for here is
humanity. It's a little simpler,but we'll go with humanness.
That absolutely cool.
Chad Hohn (16:07):
Humanification? Hey.
George B. Thomas (16:09):
Listen. People say automagical all the time. I
coined that one. It's likewhatever. It's like Sorry.
Chad Hohn (16:15):
I stole that. I use it all the time. And I always
say, George told me this.
George B. Thomas (16:21):
You know the amount of people who have told
me that HubSpot can beautomagical? And I just giggle.
I don't say anything. I justgiggle. I say, yes.
I can.
Chad Hohn (16:28):
Yes. I can. That's
George B. Thomas (16:29):
amazing. But but here's what's fun. It's like
you you have to start to thinkabout the layer that that
brings. And and here's thething. I lied.
I'm not even gonna start fromthe bottom and work my way up.
I'm just gonna jump aroundbecause it's up here.
Chad Hohn (16:42):
So that expected. That's amazing. At the end of
the day.
George B. Thomas (16:45):
Like like, company profile. Okay. Company
profile does not sound sexy atall. But you're
Chad Hohn (16:52):
saying Hey. We gotta send you a bill. Put in your
address correctly. Thanks.
George B. Thomas (16:57):
Yeah. Exactly. That's But but in this now
here's what's fun. And and,again, I had never filled this
out. And and I'm I'm by the way,I'm being completely authentic,
transparent, vulnerable,whatever.
However you wanna throw this outthere. I had company name. Sure.
Duh. You do that on setup.
I had the domain. Duh. Mywebsite is hosted on here, but I
(17:18):
never had gone in and put theindustry. So I went in here
because of data sources, and Iput in marketing services. Now
what do you think that does asfar as connective tissues or
understanding about what themachine should talk about or the
level or direction?
Now now, again, could companyprofile be a little bit deeper?
(17:38):
Yes. Mhmm. Like, are there somethings that it could add?
Absolutely.
But like Chad said, it's theworst it'll ever be. Mhmm. And
so just even going in userprofile and company profile,
you're gonna be adding thesefoundational, fundamental, like,
contextual pieces over time.
Chad Hohn (17:58):
Yeah. Well, I think that nicely leads us into ICP.
George B. Thomas (18:02):
Oh, dude. Don't even get me started. So so
here's the thing. I George Doyou need a moment? Do you need a
moment?
Chad Hohn (18:10):
Do some jumping jacks again, man. You gotta
George B. Thomas (18:12):
get get that energy. How's it going, baby?
You're you're you're you'regonna have to watch it. If
you're listening to this, you'relike, this dude, like, is on
something this morning.
Chad Hohn (18:21):
But but but you're Monday morning energy for sure.
Everyone when we were when wewere in, like, the Green Room
before we started, it was likeeveryone was excited about
everything that we're planningto do this week. Sometimes,
like, those Friday shows wouldget a little bit, like, just a
little, like you know, it's it'sbeen a long week.
George B. Thomas (18:40):
It's been a long week.
Chad Hohn (18:41):
We may have some good energy.
Liz Moorhead (18:43):
Not know how to run the plane.
George B. Thomas (18:45):
Yeah. Yeah. But but but here's the here
here's the thing. I get soexcited about this because I
realized how how much this willimpact the humans that use
HubSpot and also the humans thatthe humans that use HubSpot are
trying to impact their help.Right?
And so let's go to ideal,customer profiles or ICPs.
(19:08):
Literally, when I found this,when I stumbled across this, I
was like, okay. This is where itall changes. And I took a
screenshot. I put it onLinkedIn, and I said, are you
doing this yet?
I also put it in the super admintraining as a question. Do you
document your ICPs in HubSpot?And people are like, What do you
(19:29):
mean document our ICPs inHubSpot? Well, this can be a
documentation tool that alsothen allows it to be a data
sources tool. So if you go intothe data sources tab tab and go
into ideal customer profiles,what you can do is you can
create new ICPs.
And so, like, for us, we haveestablished SMB or marketing
(19:50):
manager or HubSpot operations orevent driven. Right? And if you
go into one of these, you canactually name it. You can give
it multiple job titles that itcan look for. You can do several
industries that you wanted tofocus on.
You can give it locations. Youcan give it company size. You
can give it suggested revenue.The age age ranges of the
(20:15):
potential humans that might bepart of the ICP portion, you can
give it interests, and you cangive it an other section. Now
interest in other are realinteresting because they're,
like, single line text andmultiple line text, meaning
you're giving it a customized
Chad Hohn (20:31):
Yeah.
George B. Thomas (20:31):
Contextual information that it can use. And
so it
Chad Hohn (20:36):
doesn't take is check multi checkbox. Right?
George B. Thomas (20:38):
So you
Chad Hohn (20:38):
got a boop boop boop boop pick from the list, but
this is like not boop. Putwhatever you want in there.
George B. Thomas (20:43):
Exactly. So it doesn't take an Einstein to
understand that, like, oh, well,this is the fundamental,
undergrowth engine for theprospecting agent once it's
released out of beta and peopleare using it. Like, this is how
it knows who and what and whyand where to be looking for
these prospects that you mightwanna work with. But, also, if I
(21:05):
think back from, like, just acontent generation standpoint,
when now when you go in, Liz, ohmy god. When you go in to
generate a blog article, it asksyou, like, who are you writing
this piece of content
Liz Moorhead (21:18):
to? And I saw that. I saw that.
George B. Thomas (21:21):
I I I love
Liz Moorhead (21:22):
it. Okay. Okay. I'm freaking losing my mind over
here over that. I've beenwaiting for you to bring this
up.
I'm waiting for you. Because foryears, George, you have worked
with me, and you have listenedto me interview people on
hundreds and hundreds of topics.And people always get so
freaking hyped about let's talkabout the what and the why and
the how. And the first questionI always ask them if they try to
(21:45):
skip over is, wait a wait aminute. Who are we talking to?
Yes.
Chad Hohn (21:50):
Mhmm.
Liz Moorhead (21:51):
And now that's why the number one place content
pieces go to die.
George B. Thomas (21:55):
Oh my god. It's that step. Yeah. And so now
you're you're literally you'reliterally saying, I gave you all
this juicy context over in ICP.We're about to write this blog
article about HubSpot datasources, and I wanna make sure
that it's directed into thistype of human being that we're
educating.
The the context and the outputdifferences based on that and it
(22:20):
being part of your Hubs anyway.So so listen, listeners. If you
haven't gone in and gone to yourdata sources and at least done
this ideal customer profilepiece, then you gotta do that.
Now I know I know, Liz, in alittle bit, you might ask us,
like, how can this get better?So I'm gonna save the thing that
I just dramatically wanna sayright now because I I'm like,
(22:45):
there's everything inside of mescreaming of, like, of of a
thing that needs to happen inhere, But I'm gonna Do some more
jumping jacks.
Come on. Come on. Okay. Alright.Get out.
Get out. Alright. Well okay.
Liz Moorhead (22:56):
So while he's doing jumping jacks, I actually
have a question for you, Chad.
Chad Hohn (23:00):
Okay.
George B. Thomas (23:00):
Sure.
Liz Moorhead (23:01):
So here's my question for you. When you take
a look at this tool set, right,when you take a look at this
suite of settings, do you have,like, an underdog that's just
there hanging out in theperiphery? Like, the one where
you see, like, this is going tobring a lot of value, and a lot
of people are just gonna kindaoverlook it. Because these data
sources, they're directed, but,I mean, I'll say the quiet part
(23:23):
out loud. I know we're doingjumping jacks.
Jacks are getting hyped, but,like, we're talking about
settings, guys. Mhmm. Thesedon't this is not Yeah. This is
not sexy on
George B. Thomas (23:31):
the surface. But you're not. But go ahead,
Joe. Go ahead. Yeah.
Mhmm.
Chad Hohn (23:35):
So well, there's two things here. So underdog for me,
I think the underdog that peoplewill overlook is the future
extension of the user andcompany profile and giving your,
basically, your contentgeneration engine inside of
HubSpot that's aware of all thehumans and businesses you're
working with, that's aware ofall the sales opportunities that
(23:57):
you have, that's aware of allthe support tickets that you've
brought in if you're using andleveraging the entire platform.
Right? Knowing who your peopleare and who your business is is
going to truly be the thing thatextra personalizes it. I mean, I
think that is an underdog forme, at least from my
(24:20):
perspective.
Now when there's time, I have Ihave a question related to ICP
that I think I'd like to post toGeorge.
George B. Thomas (24:27):
Okay. Okay. So I wanna give an underdog too.
Yes. Because I like thequestion.
I think people are gonna sleepon the marketing goals portion
of this. Because when you clickon it, you can only select two.
And, by the way, the fact thattrust is one of the goals and
education is one of the goals,brand awareness is one of the
(24:48):
goals, engagement is one of thegoals, lead generation. But
there's this magic mix of if youpick two for your strategy, what
does that do? Listen, ladies andgentlemen.
If I'm gonna write an articlethat is to build trust, I'm
gonna write it fundamentallydifferent than if I'm trying to
generate a lead. If I'm tryingto get engagement out of the
(25:12):
voice. I'm gonna write itcompletely different than if I
was just trying to educate them.And so the context of the mark
but, also, here's where I loveto let my brain just kinda,
like, go into the future. Doesthat mean there's gonna be a
marketing agent?
And if so, what else will be inthis panel in the future to
(25:33):
actually help direct themarketing agent, know what the
marketing strategy is, and maybethe core values and the mission
statement, which which, by theway, we can already do, like, at
a granular level in the contentagent. But what does this grow
into? And I think people arejust gonna be like, I know what
my strategy is. Why does HubSpotneed to know it?
Liz Moorhead (25:57):
George. This episode is amazing.
Chad Hohn (26:00):
He's ready.
George B. Thomas (26:01):
How are
Liz Moorhead (26:01):
you doing, bud? George, how are you doing, bud?
George B. Thomas (26:03):
I'm taking deep breaths. I'm taking deep
breaths. I'm taking
Liz Moorhead (26:06):
deep breaths. Take a deep breath. Okay. I know
we've talked already about whatwe love about these tools, but I
I want to know what we loveabout them in terms of how
they're set up and how they'realready functioning. But then I
also want to hear from you wherewe see gaps or clear
opportunities for improvement initeration.
George B. Thomas (26:27):
Can we wait to do that for a second? Sure.
Yeah. Yeah. Because I can't moveforward.
Liz Moorhead (26:32):
I'm impressed. George, hold on. I I gotta say
one thing. I'm very impressed.Rather than breaking my outline
for this show within the firstthirty seconds, you waited,
what, like, thirty minutes?
I'm so proud
George B. Thomas (26:44):
of you.
Liz Moorhead (26:45):
This is for strength.
George B. Thomas (26:45):
This is for fault. It's not my fault. It's
not my fault. I can't moveforward without knowing what
Chad's question on ICPs was.
Chad Hohn (26:54):
Oh, yeah. Alright. So this I mean, I know that at
least I for whatever reason,just like I latched on to
automagical, I latched on to atraining you did on personas.
Right?
George B. Thomas (27:07):
Oh, the yes.
Chad Hohn (27:07):
That's tough. I really, really loved how you
wanted users to essentially selfidentify the persona and, like,
to put it on a form where it'slike, hey. I'm this kind of a
human or I'm that kind of ahuman or, oh, man. I'm nobody in
this list. You know?
Can you tell me a little bitmore about you? Right? And the
(27:30):
personas are super helpful. And,like, what is the overlap
between the personas feature inHubSpot and the ideal customer
profile? And is this meant toreplace it?
Is it meant to link to it? Nope.Right? And, like, what are your
thoughts on that? I I wanted toget your perspective on it.
George B. Thomas (27:48):
Here's the good thing, Liz. I can I can
actually answer Chad and you atthe same time? Because this is
where I was like,
Liz Moorhead (27:58):
operational efficiency. I'm gonna I'm gonna
I'm
George B. Thomas (28:00):
gonna die if I can't tell somebody at HubSpot
that this needs to be so ICPsare the company. Mhmm. Right?
Right. And ICPs are for, like,target accounts and and ABM and
and, like, and and just, like, bto b.
Right? Mhmm. First of all, I I Ihope you're using personas
(28:23):
properly in HubSpot. Ninetyeight percent of you probably
aren't. Book time with me.
Send me some money. I'll showyou how to do it right. It's a
fundamental shift of actuallyhow you do the foundational
baseline segmentation forcommunication and reporting in
your HubSpot portal, and itallows these humans to self
(28:44):
identify, by all that is holy.This training blew my mind.
Chad Hohn (28:49):
Like, I mean, I it it it is so simple because people
overthink personas, and thisjust changed the entire way that
I thought about that property.
George B. Thomas (28:59):
I'll I'll let you know how you know you're
jacked up or not. If you go intoyour persona tool and the
description of your personadoesn't start with I'm a or I'm
an, depending on proper grammar,give me a call. Alright. So
here's the thing. Here's thething.
Because because you're it's it'swrong. Okay. Also, I'll tell you
(29:21):
how you know you jacked up. Ifyou're still doing the three to
six months of persona researchbefore you've actually put the
personas in HubSpot, give me acall. You're doing it wrong.
Alright. Alright. If you'reworried about doing, persona
research after the fact, give mea call. You're okay. I'm done.
I'm done with it. Okay. Sohere's the thing. The HubSpot AI
(29:46):
humans, the people that are incharge of the data sources tab,
by all that is holy, can youplease add another section that
is just hooking up the peoplewho are adding personas right,
because then more people cancall me, by the way, the people
who are actually doing personasright, that it actually looks at
(30:07):
those personas. Oh my god.
Because if you could do ICPs andthe persona property and you had
three to
Chad Hohn (30:16):
five together.
George B. Thomas (30:17):
Oh my god. And you had three to five positive
personas or one to two negativepersonas, And you could actually
look at the activities in youractivity feed based on the
persona being sent of one ofyour one to five and ICP. The
context around the activitiesand the understanding of the
(30:40):
individual human would beastronaut
Liz Moorhead (30:45):
the The individual what? Thank you.
George B. Thomas (30:48):
The human would be astronomical. Like,
just this one addition and alsothen allowing me to train every
single HubSpot user how to usepersonas properly would take
HubSpot and the AI to a levelthat probably I don't think
anybody is even thinking aboutor paying attention to right
(31:08):
now. Because what do you get inpersonas? You get the roles. You
get the goals.
You get the challenges. You getthe demographics. You can create
a story. Well, what's a story?Story's context.
Oh, really? So now you got painpoints? You got goals? You're
trying to create content? Youknow what type of company they
live in?
Oh my god.
Liz Moorhead (31:30):
I'm not.
George B. Thomas (31:35):
I'm just saying so am I.
Chad Hohn (31:37):
Oh, so good. Yeah. So I'm pretty sure, like, this
like, I was just you know, like,that's where my mind went is
field mapping personas tobusinesses. And it's like, just
think about what you could do ifyour system had that level of
context and understanding.Absolutely phenomenal.
George B. Thomas (31:58):
Nobody else would be able to do this. Yeah.
Like, HubSpot has laid afoundation that if this piece
was implemented and, again, ifhumans were taught to use the
property right
Chad Hohn (32:11):
Mhmm.
George B. Thomas (32:12):
O m g.
This is the way.
Oh, I love come on. Mandalorian, let's go.
Chad Hohn (32:19):
Oh, let's go. Yeah. So feature suggestion for, this
persona mapping, unless thepersona starts with I'm a or I'm
an, then you can't map it. Oh,yeah. And it just has a link to
call George.
George B. Thomas (32:36):
Call George. Yeah. There should be a little,
like, text note. If doing itwrong, call no. I'm just
kidding.
I'm I'm just kidding. I am, butI'm not Are we though?
Liz Moorhead (32:46):
Are we though?
George B. Thomas (32:46):
I'm I'm really not because I've seen when I
just like Chad said, by the way,I didn't pay Chad to, like, say
these things, but I've seenhundreds of people, hundreds of
humans when they watch theworkshop or they're part of the
workshop or I or I teach them ata one to one shop or they're
part of the workshop or I or Iteach them at a one to one level
of how to do this, they're like,oh my god. This changes
everything. And if that's true,in your segmentation,
(33:10):
communication, and reporting,imagine how true it is for your
AI content generation and foryour agents moving forward as
far as the contextualunderstanding of who the frick
you're actually trying to help.
Liz Moorhead (33:23):
So where do you imagine some of our our user
pals out there in the HubSpotuniverse going wrong with these
tools, whether that's rookiemistakes, oversights? What are
we what are we seeing here?
Chad Hohn (33:34):
I mean, right now, they're pretty simple. So I just
say ignoring them is whereyou're going wrong. Ignoring
them is the number one placeyou're going wrong. And then,
you know, something like theICP, like, having way too many
of them could possibly be alittle bit difficult because you
wanna keep it probably fairlyfocused in these early stages.
George B. Thomas (33:54):
I agree completely with Chad. I will say
two other things. One,overcomplicating them. Mhmm.
Like, just get it done.
Mhmm. You you have theinformation. Put the information
in there. By the way, if youdon't have the information Use
other AI to help you get theinformation. Like, literally,
(34:18):
take screenshots.
Go into ideal customer profile.Take a screenshot of the name,
job title, industry, location,company size, revenue. Go into
GPT or Claude or I don't youmight use perplexity. I don't
give tooth watch.
Chad Hohn (34:33):
You might locally host your own model.
George B. Thomas (34:35):
Oh, you might. If you're that much of a nerd,
you probably already have thisjob in there. But Chadwick?
Chadwick? What?
What? Do you
Liz Moorhead (34:43):
have your is that you? Are you are you speaking
for a friend?
Chad Hohn (34:47):
I don't wanna say.
George B. Thomas (34:48):
I mean, speaking of speaking of which
you
Liz Moorhead (34:51):
glowing red.
Chad Hohn (34:51):
Did did you No. It's green now.
George B. Thomas (34:54):
It's green now, but you gotta be quick. Did
you see the article, by the way,about, daisy chaining four Mac
minis to actually be able to runyour own LLL model? Did you see
that yet? Anything? Not whywe're here.
Not why we're here. Yeah.Because the new, Mac chip in the
minis, you can literally daisychain four of them and then run
your own local l l anyway. Okay.
Chad Hohn (35:14):
But Or you could just steal the Windows computer.
George B. Thomas (35:16):
Well yeah. Exactly. Sorry. But that's maybe
for about, you know, somethousands of dollars. But but
here's the thing.
Take a screenshot. Go to, GPT,Claude, whatever, and be like,
here's information about mycompany. Here's information
about my products and services.By the way, we'll talk about
products and services and datasources in a hot second. Yeah.
(35:39):
My products and services. Canyou help me figure out who my
ideal client profile should bebased on the problems that we
solve? And but, you know, giveit the context around your
company and then be like, I wantyou to give me the top three or
four ICPs that you think weshould be working with and give
me the information based onthese post screenshot in there
(36:00):
and see what it spits out. Now,of course, that's a rough draft.
You go, no.
We actually wanna work withpeople who make, like, 10 to
20,000,000, not one to five. No.You know, actually, we don't we
don't serve people outside TheUnited States, so I don't wanna
add in The UK or or Zimbabwe orwhatever. Where wherever. You
you it's a draft, but at leastit's a fast draft to get the
(36:20):
context of your brain working ina direction where you might have
overcomplicated it.
So don't overcomplicate it andget AI to help you feed AI.
Mhmm. Oh, yeah. That's that'swhat I'll say.
Chad Hohn (36:32):
I think that goes into, like, you know, often how
we've discussed. One of thethings that is really helpful to
do when talking to an AIassistant is, like, what are
other things I should considerabout this? Oh, yeah. Right?
That's such a great I mean, aswith the other, other persona
and having a second smartquestion as George would call
(36:54):
it, in the same way, havingsecond smart questions when
conversing with an assistant issuper helpful.
Right? And so I think even ifyou know who you're talking to
and what you're doing, like,just say, hey. Like, what are
other things that, you know,might be good to target and see
if any of that is helpful foryour business. Right? If it
(37:16):
opens your eyes to things younever considered before.
George B. Thomas (37:19):
Yep. By the way, if you heard Chad say
second smart questions andyou're like, a what? Call me.
You're doing it wrong. I'm justgonna I'm just gonna throw that
out.
Oh my god. You're like, you'redoing HubSpot forms wrong.
You're doing the personaproperty wrong. Like, we can we
can get you to the next level.Okay.
But speaking of next
Liz Moorhead (37:39):
level doubt, audience, when in doubt,
audience, just go tosidekickstrategies.com. Okay?
Like, put this man out of hismisery. He is desperate to help.
George B. Thomas (37:48):
Alright. Desperate. Here here's I love
helping humans. Yeah. So here sohere's the thing.
Talk about taking the nextlevel. By the way, I have a,
this is awesome, and I'mfreaking upset all in one. Okay?
But I understand why, but thenthat's a deeper problem. Let me
(38:09):
explain.
In data sources, people arelike, this dude is on drugs or
something. Nope. Nope. Just highon HubSpot. Just gonna throw it
out.
Chad Hohn (38:17):
Just the energy. The energy.
George B. Thomas (38:19):
So here's the thing. In your data sources,
there's products and services.The context that this brings,
there is a value propositionplace that you can fill in.
There is a what pain points doesyour company solve that you can
fill in. And then you can add aproduct name and description for
all of your products andservices, which we went in and
(38:41):
we added each product name andproduct services.
By the way, we used AI to lookat the page to tell us, can you
give me a list of the titles anddescriptions for each of these
products to give us a roughdraft to then copy and paste and
tweak and put into HubSpot? Butnow if your if your social agent
(39:01):
is doing a social media post oncontent creation and
optimization, which by the way,we we do that at psychic
strategies, Or if your socialagent is doing a social post on
how to do HubSpot personasright, guess what? It has the
product and the now couplethings here. Why can't it just
(39:22):
work with our HubSpot productslibrary? Dang on it.
If I have my products and I havemy folders and it's the way that
it should be, why can't I justhook it up to that? Here's why.
I know why. Because 98% ofHubSpot users don't have their
product set up right, don't havedescriptions in them, don't use
file folders. So HubSpot, I getit.
(39:44):
I get it. Yeah. But golly, canwe please train people to you do
the do their products? Although,also, some of them, they might
not even use products becausethey do it outside of HubSpot.
But there should be a switchwhere it's like, do you use the
HubSpot products tool and haveyou set it up right?
And it looks
Chad Hohn (40:04):
at those call George.
George B. Thomas (40:06):
Well, no. Don't call me on that one. Well,
maybe. I don't know. I couldprobably still help you.
But if you could flip a switchand then beep bop boop, it looks
at the stuff that you alreadyhave would be dope. Mhmm. Here
here's another piece. Even if Ican't get that, can I get
another line to the right of thedescription that allows me to
put the URL of the product andservice page into it? So when my
(40:31):
social media agent actuallycomes up with the social post,
then it can put the link intothe product for me.
Oh my god. I wanna talk aboutit. That means I wanna send them
there. Can somebody just add onemore row for me?
Chad Hohn (40:48):
Okay. I'm done. I think it would be a column, but
you know?
George B. Thomas (40:52):
Yeah. It's a column. It's it's a column.
Don't give me another row. I gotplenty of rows of products.
I need a column.
Chad Hohn (41:02):
Alright.
Liz Moorhead (41:03):
George George. No. I gotta jump in here for a
second, Chad. George, we've hadthis discussion a couple of
times now, and and I'm sorry todo this in front of our
audience. But
George B. Thomas (41:14):
Oh, man.
Liz Moorhead (41:14):
Gotta work on your emoting skills, man. I don't
know where you stand onanything.
Chad Hohn (41:18):
I don't
Liz Moorhead (41:19):
know what you truly think or feel about
anything. I need I need you tobring some of that inside
passion out.
George B. Thomas (41:24):
Yeah.
Liz Moorhead (41:25):
I know it's there. Work on it.
George B. Thomas (41:26):
I know it's bottled up. I'm I'm trying. I'm
trying, but I'm such anintrovert, and it sucks.
Liz Moorhead (41:32):
It's so challenging. Chad, go ahead.
Chad Hohn (41:35):
Okay. So one thing I noticed is you must add at least
one product or service for thesocial media agent to work. So
you have to have one if you wantthe social media agent to do
anything for you. That's onething. Now I don't know if
anybody knows this, but Publicservice announcement.
Public service announcement.Associations are one of the most
(41:58):
powerful parts of HubSpot.
George B. Thomas (42:02):
Oh, yes.
Chad Hohn (42:03):
Why can't we just associate this to the products
and services that we'd like touse?
George B. Thomas (42:09):
Oh, yes.
Chad Hohn (42:10):
That, I think, would be a real great way to go ahead
and do that.
Liz Moorhead (42:15):
That was so cool.
George B. Thomas (42:16):
I love
Liz Moorhead (42:17):
that. See public service announcement one more
time.
Chad Hohn (42:21):
Public service announcement.
George B. Thomas (42:24):
Yeah. Now it's time for giga chat. Oh,
let's go. Giga chat. I love it. We lost Liz on
giga Chad.
Chad Hohn (42:37):
She literally rolled all the way
George B. Thomas (42:39):
across the entire room. She's like Blown
away.
Chad Hohn (42:44):
Sorry. Giga Chad is just too much.
George B. Thomas (42:46):
You you know, do you know, to to Giga Chad
ready for Giga Chad? To yo. Togiga Chad, this is I only have
one thing to say. Wow. That'sall I have to say.
Liz Moorhead (42:55):
Wow. Alright. I have to get my own soundboard
clearly.
George B. Thomas (42:58):
Alright, George.
Liz Moorhead (42:59):
So so what's really fun about the
conversation that we've hadtoday is that it's only the
beginning.
George B. Thomas (43:04):
Right? Mhmm. Yeah.
Liz Moorhead (43:05):
We are gonna be this is actually for our
listeners at home, this is thebeginning of a series because
we're gonna be going into eachof these individual AI data
sources one by one over the nextseveral weeks to really help you
capitalize on everything thatwe're talking about today. But,
George
Chad Hohn (43:21):
Yeah.
Liz Moorhead (43:22):
From today's conversation, what do you want
our listeners at home to go homewith today from this
conversation? And what do youwant them to be thinking about
as we go forward?
George B. Thomas (43:33):
God. Okay. Actually, I have two things.
One. One.
To the to the to theHubSpotters. Those are the
people that work at HubSpot, bythe way. I'd love to open up my
data sources and have some wayto be able to actually associate
any custom objects that I havebecause that's gonna be the most
(43:57):
important contextualization topeople wrapping HubSpot around
their business is the customobjects that they have actually
created and the data sourcesthat are inside of there. Now
with that said, what I wannaleave the just normal amazing
that use HubSpot go into datasources. Go make sure that
(44:19):
you've because by the way, weran out of time.
We didn't even talk about brandkits and the way that brand
voice and tone has dramaticallychanged. That's gonna have to be
a whole another episode because,oh,
Chad Hohn (44:30):
I mean an episode on its own anyway. So Yeah.
Liz Moorhead (44:33):
You know I'm ready to talk about that. You know I'm
ready to talk about that.
George B. Thomas (44:36):
I've It is. Thoughts. But go go act like you
haven't used HubSpot before aday in your life. Go into data
sources. Go to user profile.
Go to company profile. Go toideal customer profile. Go to
marketing strategy. Go toproducts and service, and just
spend a little bit of timesetting it up. And if you
(44:58):
haven't signed up for the socialmedia agent beta or the customer
success agent beta or theprospecting agent beta and you
feel like you can use thoseagents to augment the humans
inside your organization, noticeI did not say replace, but
augment the humans in yourorganization, that is your
(45:19):
directive for this week.
Those things right there.
Liz Moorhead (45:24):
Chad.
Chad Hohn (45:24):
Do you
Liz Moorhead (45:25):
think Chad wanna share anything?
George B. Thomas (45:27):
No. What are Giga
Liz Moorhead (45:28):
Chad's thoughts?
Chad Hohn (45:29):
Giga Chad's thoughts?
George B. Thomas (45:34):
Just do it. Just use it. Build your ideal
customer profile. Add yourproducts and services.
That's so good. That's the yeah.
Liz Moorhead (45:46):
This tag
George B. Thomas (45:47):
is a That's such a big There's
Chad Hohn (45:48):
a there's a slider on that, and one of the sliders is
magnetism. And that's thebackground music. As the
magnetism goes up, thebackground music gets more
intense.
Liz Moorhead (46:01):
Can can get you out? Kick us out today?
George B. Thomas (46:03):
Yeah. Take us out.
Liz Moorhead (46:05):
Kick take us out, man.
George B. Thomas (46:08):
Hub heroes, thank you for joining. This has
been AI setting and datasources.
Okay. Hub Heroes, we've reached the end of
another episode. Will Lord Lackcontinue to loom over the
community, or will we be able todefeat him in the next episode
(46:30):
of the Hub Heroes podcast? Makesure you tune in and find out in
the next episode. Make sure youhead over to the hubheroes.com
to get the latest episodes andbecome part of the league of
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
(46:53):
a friend. Leave a review if youlike what you're listening to,
and use the hashtag, hashtag hubheroes podcast on any of the
socials, and let us know whatstrategy conversation you'd like
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
(47:16):
someone's hero.
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