Episode Transcript
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Intro (00:01):
Do you live in a world filled with corporate data? Are
you plagued by silo departments?Are your lackluster growth
strategies demolishing yourchances for success? Are you
held captive by the evil menace,Lord Lack, lack of time, lack of
strategy, and lack of the mostimportant and powerful tool in
(00:23):
your superhero tool belt,knowledge. Never fear, hub
heroes.
Get ready to don your cape andmask, move into action, and
become the hub hero yourorganization needs. Tune in each
week to join the league ofextraordinary inbound heroes as
we help you educate, educate,empower, and execute. Hub
(00:46):
heroes, it's time to unite andactivate your powers.
Liz Moorhead (00:52):
Are we united and activated, gentlemen?
Max Cohen (00:54):
I'm actually
Chad Hohn (00:56):
activated. I'm united.
Liz Moorhead (01:00):
George, you're in a very efficient mood this
morning. I gotta call that outhere for a moment. I don't know
if you guys have noticed that.Alright. Let's go.
George B. Thomas (01:06):
Yeah. Hashtag GST.
Chad Hohn (01:07):
Know what I
George B. Thomas (01:08):
have Get get stuff done.
Chad Hohn (01:10):
I got a little short George Standard Time GST. Yeah.
George B. Thomas (01:15):
There you go.
Liz Moorhead (01:16):
Love that for us. George, how are you feeling
going into today's conversation?I gotta know.
George B. Thomas (01:22):
I'm feeling great, but I don't I don't think
I need my own time zone. But I'mbut I'm feeling great. I'm
excited to have thisconversation, and, we'll see
where it goes.
Liz Moorhead (01:32):
I love that. Max, how are you doing, bud? That is
a look of concern, or you'relocked in?
Max Cohen (01:38):
I'm locked in.
Liz Moorhead (01:40):
Locked in.
Chad Hohn (01:41):
Mhmm.
Liz Moorhead (01:41):
Chad, how is our printer overlord? Glowing red.
Oh god.
Chad Hohn (01:45):
Yep. Well, you know, it does what it wants. I gotta I
think I I think I wanna hook itup, you know, like, make scenes,
get another camera, you know,change angles, turns red, I
think. Wow.
George B. Thomas (01:57):
I don't know. Wow. Or, like, you press a
button and it just it's like,like, really fast rapid. Yeah.
I'm not much We'll see this.
Chad Hohn (02:04):
There's some fun stuff we could do.
Liz Moorhead (02:06):
For the folks listening at home, check the
show notes this week. I've beentaking a couple of strategic
screenshots
George B. Thomas (02:12):
of Chad
Liz Moorhead (02:13):
in action. I don't know if printer overlord likes
that. It glowed red when I saidthat. I'm so sorry. I'm so
sorry.
Alright. You know what? Let'sdig in, guys. We are back for
another installment in ourseries about HubSpot AI data
sources. And last week, we hadan incredible discussion,
sometimes debate, sometimes alittle bit feisty chat about
(02:36):
buyer personas versus idealcustomer profiles.
And I have to recommend that yougo back and listen to it because
Max said after we stoppedrecording that it was probably
one of his favorite discussionswe've ever had on the podcast.
George B. Thomas (02:47):
And I gotta admit, I listened
Liz Moorhead (02:48):
to it again, and I thought it was pretty fantastic.
So if you missed out on thatconversation, go back and listen
to it. But, George, let's sayfor a moment, maybe some of our
listeners are joining thisseries right in the middle. Can
you give us a quick explain itlike I'm five refresher of what
HubSpot AI data sources are?
George B. Thomas (03:07):
AI data sources is a place where you can
go in and really just start toadd context around business,
your strategy, your products,your, ideal customer profiles as
as HubSpot is calling them. Justlike the there's a plethora of
things that you could be addingto help the system, the machine,
(03:28):
the CRM to future be probablythe world's largest business
agent, understand maybe whatyou're trying to do, how you're
trying to do it. So that is. Andand, again, I think it'll grow
over time, but that is what AIdata sources is. It's a setting,
and it's gotten multiple showsbeing a setting.
So that might tell yousomething.
Liz Moorhead (03:50):
Yep. So for our listeners, if you are midway
through this series and you'rejoining us, we have an episode
back in the feed a few episodeswhere we talk about what these
are as a whole. We talked aboutbrand voice and tone a few
episodes. That was a really funand exciting episode. Like I
said, we already did buyerpersonas versus ICPs.
(04:10):
And today, we are moving intothe next section of HubSpot AI
data sources called marketingstrategy.
George B. Thomas (04:19):
Yeah. I am.
Liz Moorhead (04:21):
I'm gonna be honest. Yeah. I'm gonna be
honest. I'm very let's just saycurious is the label I'm gonna
use for where today'sconversation is going to go
because, it is very lightlydesigned. And it's either it's
either
Max Cohen (04:41):
We call
Liz Moorhead (04:41):
it lean.
Max Cohen (04:42):
It's lean.
Liz Moorhead (04:42):
It's very lean. It's very lean.
George B. Thomas (04:45):
Efficient.
Liz Moorhead (04:47):
Yeah. It doesn't take
Chad Hohn (04:49):
a whole lot of time out of your day.
Liz Moorhead (04:51):
It's very clean. It has, like, a four minute mile
if it were a runner, like, in,like, 0% body fat, which is
either exactly what it needs tobe or
Max Cohen (05:04):
Or it's not anything.
Liz Moorhead (05:06):
Or it's Well We're gonna find out together like a
family.
George B. Thomas (05:09):
Listen. I mean, let's be honest. There is
a saying of, like, you know,great things come in small
packages or something alongthose lines. Like, I have I have
thoughts, and I have grievances,and and I have things that I
wish, but that's not what thewhole podcast will be about. But
it it's interesting that it'shere, and it's interesting what
(05:32):
you can select.
But let's just move on withthat.
Liz Moorhead (05:36):
Nice try, buddy.
Chad Hohn (05:36):
Nice
Max Cohen (05:36):
try. That it's here. That's a stunning review. Oh,
it's interesting that it's here.
Liz Moorhead (05:47):
I think
Chad Hohn (05:48):
you guys Words on a page and it exists.
Liz Moorhead (05:51):
Oh, it's I think you could probably tell I tried
to, like, pull this together.And the inter so I do prepared
outline for each one of ourshows. And there are lots of
screenshots, and then we get tothe questions. And it's just
like, what what do we think ishappening?
George B. Thomas (06:08):
Yeah. So
Max Cohen (06:09):
Yeah. Don't get me wrong. It's interesting that
it's here. Sorry. I just got alittle bit.
Liz Moorhead (06:15):
Pull back the curtain a little bit here.
George B. Thomas (06:18):
Yeah. And I
Liz Moorhead (06:18):
want you to take us back to that moment. When you
first clicked on this setting,
George B. Thomas (06:23):
I want you to tell us to do this. On it. Let
me let me let me take you backbefore I clicked on the
settings. Before I clicked onthe settings, I was like, oh,
this could get interesting.Alright.
Now ask your question.
Liz Moorhead (06:35):
First describe exactly what you saw without
editorializing, And then whatwas your reaction to what you
saw?
George B. Thomas (06:44):
Yeah. So Was it the
Liz Moorhead (06:45):
five stages of grief or something else?
George B. Thomas (06:48):
No. Yeah. Yeah. Yeah. But so I saw the
thing, marketing strategy, and Isaid, oh, marketing strategy in
AI data sources.
This could get interesting. AndI clicked into it and I saw this
drop down. And I thought tomyself, okay. Lead generation
makes sense. A lot of lot ofcompanies, you know, focus on
(07:08):
that engagement.
Okay. Yep. Yep. Yep. Brandawareness.
Oh, yeah. I I definitely havehelped clients with that. Trust.
Well, we all probably,hopefully, should be trying to,
like, build trust in ourmarketing because, well, I think
that's what we should do. Andthen education.
I'm, like, big on education. SoI'm immediately, like, oh, yeah.
Okay. So all of these makesense. But but then I
(07:29):
immediately too go to, like, Iknow how many, I know how many
Intro (07:34):
humans
George B. Thomas (07:35):
I've actually helped. And then when you ask
them about the strategy, theirstrategy is lack of strategy or
no strategy. So, at least thisis also a place where we can
pinpoint, like, what are acouple of the strategies that
you should be focusing on? Andbecause that's what you're
focusing on, at least let's letthe machine know that that's
what you're focusing on. Now,then I got to the point where I
(07:59):
was like, well, me personally,I'm I'm kinda focused on all of
the above, to which I was like,and I can only select two.
Oh my god. And I was like, wait.Why why can I only select two of
these? And then I was like,well, now you've created a
dilemma in my brain. Like, aretwo of these more important than
(08:19):
the others?
Anyway, I'll stop there becauseI have some thoughts to how this
might actually need to work, butthose were my initial thoughts.
I was excited. I I kind ofunderstood, okay, match the
human to the machine, and thenwas sad because I was like, two.
(08:40):
Okay. Why why two?
Why?
Liz Moorhead (08:43):
Yeah. I had, a very similar reaction. I opened
it up, and I saw it it it and itI have a very, very big monitor
now. It's like a big widescreenmonitor, and I had the whole
browser window taken up.
George B. Thomas (08:58):
Oh, I can't rock like that. I can't I can't
do that.
Liz Moorhead (09:01):
It was by accident. I hadn't minimized it,
but it just kind of for dramaticeffect, you just see this one
single field.
Chad Hohn (09:12):
Just lay over there.
Liz Moorhead (09:13):
And then I click, and it's like marketing
strategy. Would you like leadgeneration engagement, brand
awareness, trust, or education?You could only pick two. And and
and then I looked for aknowledge base article, like,
oh, there's gotta be somethingI'm missing. And then and then
when I looked, I just found alist of here's how to manage
your AI data sources, and itsays, marketing strategy.
(09:36):
Select from marketing goals suchas brand awareness, engagement,
or more, and you could select upto two marketing goals. And I
just kind of felt a littlestumped. First of all, you're
telling me, like, let's juststart with trust. Let's put
trust there. Let's just so arethere gonna be times where trust
is not a goal?
So there's that. There are timeswhere I feel like we're missing
(10:00):
just a lot of stuff. I don't I'mvery glad that we're all a
little bit because I don't knowwhat I'm supposed to do with
this.
George B. Thomas (10:06):
Well, so you're it's it's easy. You're
supposed to pick two. That'swhat you're supposed to do with
it. Yeah. You're supposed toyou're supposed to And like it.
Liz Moorhead (10:14):
End of episode.
George B. Thomas (10:15):
End of episode. Pick two and like it.
So, you know, the the the bigquestion is what in the I don't
wanna swear. What what does itdo? Like, you have you have a
whole big white box of a pageunder it.
(10:36):
Could you please tell me byselecting lead generation, x y
z, a b c will happen in thesetools? By selecting a
combination of trust andeducation, a, b, c, and x, y, z
will happen in the like, yougive me a video or something on
(10:59):
this page that helps you nothave the unknown chasm of, like,
great. I picked two that wasvery anticlimactic. I have no
understanding of what I just didto my machine. I don't know how
it's gonna do it in the blogtool.
I don't know how it's gonna doit in the social tool. I don't I
(11:20):
don't know what changes I justmade, and I don't know if I come
in here next week and change it.Like, can I change it and go
write a blog article and thencome back and change it and go
write another blog article? Andwill the two blog articles be
different from a marketingstrategy standpoint because I
(11:42):
selected two things in thelittle box?
Max Cohen (11:45):
Okay.
George B. Thomas (11:46):
I gotta take a break. I gotta breathe.
Liz Moorhead (11:49):
That example is giving me a panic attack because
the idea that that's where youset the strategy of a blog
article.
George B. Thomas (11:55):
Oh my god. I don't think it is. I don't think
it is, but still.
Max Cohen (11:58):
Max, be
Liz Moorhead (11:59):
a voice of reason. Be a voice of hope.
Max Cohen (12:02):
Yeah. I mean, voice of reason is, like, they
shouldn't they should be, like,a content level piece setting
that you turn on. Right? So,like, if I'm writing a piece of
content, there's always somekind of intention of that piece
of content. Right?
Also, let's just go ahead andsay build trust should be
optional.
George B. Thomas (12:19):
What? What? It should be good. If anything at
Liz Moorhead (12:22):
this point, I don't wanna be trustworthy.
We're gonna turn this
Max Cohen (12:25):
one off. Yeah. When should I'm sorry.
Liz Moorhead (12:27):
Let's build brand awareness.
Max Cohen (12:28):
I'm sorry. How's that not a freaking default setting,
dude? Like, it's it's weird tobe like, are you sure you wanna
build trust when you write this?It's like, what are you talking
about? Of course, I do.
George B. Thomas (12:38):
Hey. Let me tell you what all the cool kids
are doing there. They're notdoing the
Max Cohen (12:41):
trust stuff. They're doing. Like, I get what they're
doing. Right? And then and, youknow, I think this just like
anything else, it's the firstbaby step.
Right? Like, they they probablylike, here here's the other
thing. Right? It's probablypretty difficult for them to
tell if it's working if theycan't test it at a mass scale.
And the only way they can reallytest it at a mass scale is,
like, hey.
Let's turn this on so it'shappening for all of the
(13:03):
content, and then we can seehow, you know, how good it's
actually working and what peopleare interested in selecting and
then make it more pointed andspecific and and have it at the
content level. Right? Like Mhmm.You know, that that's really
kinda what I can imagine.Because I mean, ultimately,
you're gonna get a lot moretesting on stuff when it's used
on a broader scale and justsaying, hey.
(13:23):
We're gonna do it for everythingversus, you know, just hoping
people, like, pop it into, like,individual content pieces.
Chad Hohn (13:29):
Well, let
George B. Thomas (13:29):
me ask you a question.
Max Cohen (13:30):
That's the only thing I could think of.
George B. Thomas (13:31):
Let let me ask you a question on that.
Max Cohen (13:33):
Actually, no. I don't consent to the questions.
Chad Hohn (13:35):
Well, I'm gonna ask
George B. Thomas (13:36):
the question anyway. Anyway. But Because how
many people do you think journeyover to AI data sources versus
journey over to the blog tool?If I wanted massive adoption on
something, I'd put it smack dabat the
Max Cohen (13:50):
Yeah.
George B. Thomas (13:50):
Sure. Sure. Blog or because more humans are
going to create a blog than theyare to AI Dab sources. So, like
But but but but but but but
Max Cohen (13:58):
but you also gotta remember too, like, they just
released the whole, you know,Breeze thing. Now everyone's
going and checking out Breeze.So maybe they are looking at it
there. Right? Remember, it isstill hard to get people to
write effing blog posts thataren't doing it.
Right? But it's really easy togo check out this shiny new AI
thing where you can turn on thesettings, and it'll do it all
for you. Right? So maybe that'stheir evidence. But I agree.
(14:19):
Like, it would make sense, like,that, you know, if if you're
writing a blog post and youhaven't set this yet and you're
using the AI tools, it should belike, hey. Maybe go check one of
these two boxes for whateverreason before, like, you, you
know, have the AI write yourblog post or whatever.
Chad Hohn (14:35):
You know what I mean?
George B. Thomas (14:36):
But I I Yeah. I hear
Liz Moorhead (14:37):
it that I am setting a blog strategy inside
HubSpot is insane to me. It isantithetical to so many of the
things that we have talked aboutwith HubSpot before, which is
HubSpot is where you execute.You come with it with your
strategy.
George B. Thomas (14:53):
But remember but remember, we're not talking
about humans right now. We aretalking about bots right now. We
are talking about assistanceright now. We're talking about
connecting the human strategythat we're executing to somebody
the assistant.
Liz Moorhead (15:10):
Hold on a second, Chad. You have just been sitting
there just minding your businesswith a very pleased look on your
face watching George, Max, and Ihave totally reasonable non
emotional reactions to themarketing strategy tool. What is
going on in that brain of yoursover there?
Chad Hohn (15:26):
I'm trying to figure out what game Max is playing.
Max Cohen (15:28):
Farming Simulator.
Chad Hohn (15:30):
Is it yeah. I could see it on your TV back there
Yeah. In the reflection.
Liz Moorhead (15:34):
Just like the way you do do you want emotional
support when HubSpot puts
Max Cohen (15:37):
a tool in front of you you don't know
Chad Hohn (15:38):
how to
Liz Moorhead (15:38):
cope with? Okay. Yeah.
Chad Hohn (15:40):
He's like, I gotta go gotta
Max Cohen (15:42):
I'm I'm out of my Straterra, so I have to, like,
distract myself while I haveconversations so I can actually
have them.
Chad Hohn (15:50):
Well, thanks for Thanks for your patience.
Dropping off
Max Cohen (15:53):
of the grocery, guys. It's all good. Yeah. I'm here.
Liz Moorhead (15:56):
So, Chad, nice try. Yeah. Trying to get out of
this.
Max Cohen (15:59):
Oh, yeah.
Chad Hohn (15:59):
You got it.
Liz Moorhead (15:59):
To us.
Chad Hohn (16:00):
Yeah. Well, I mean, you know, standing up for my,
computer brethren, all my, youknow, bots out there as we were
just talking about, you know, Ithink, okay. Just ask for two.
Well, it's like, I mean, if youthrow everything in the kitchen
sink at it, then it's not goingto prioritize anything. And
(16:21):
maybe the word should beprioritized to, but it's
probably understanding that itobviously needs to have trust.
It's like, do you want toemphasize trust? Or do you want
to just have the normal amountof trust? I assume Yeah.
Standard trust or extra trust?You know, like, I mean, do you
want to emphasize that?
(16:42):
Yeah. I always think I'm takingour trust based on what you're
saying.
George B. Thomas (16:46):
I almost wish you could, like, put them in
numeric order.
Chad Hohn (16:50):
Yeah. What you
George B. Thomas (16:51):
wanted to like, here here is the rubrics
in which I would like myassistant to pay attention to
the don't don't bring up trust.Just trust should just be there.
But the other ones, other thantrust, like, this is the rubrics
of importance to me at anorganization of how I would want
you to think about us, right, asfar as that goes.
Max Cohen (17:12):
Well, this is also, like, another seeking a rubrics,
this is another really greatplace for, you know, like, that
document that Liz wrote thatexplains everything. Like, you
can write mean, I think that'sprobably the next level is,
like, you know, what's thewhat's the nuanced content
playbook that you can upload forme so I, like, follow it just
like I do for, like, your youknow, what was it, the brand or
(17:33):
whatever the last
George B. Thomas (17:34):
time was? Yeah. Yeah.
Max Cohen (17:35):
Liz, what was it controlling when you did the
document again?
George B. Thomas (17:38):
Voice and tone.
Max Cohen (17:38):
It was a brand oh, yeah. Voice and tone.
Liz Moorhead (17:40):
Voice and tone.
Max Cohen (17:41):
Mhmm. Yep.
George B. Thomas (17:42):
Yeah. But if you could add additional context
to, like, lead generation or toengagement or like, that would
be dope. But here here's
Chad Hohn (17:49):
the thing.
George B. Thomas (17:49):
I I even wanna take a step back. I I wish that
this tab wasn't marketingstrategy. I I wish that this tab
was strategy. Mhmm. And that Icould go in here, and I would
see marketing, sales, service,social.
Right? Because now, if ifHubSpot releases a new agent,
(18:14):
prospecting agent, serviceagent, content agent, social
agent, now there's a there's astrategy area that I can go to
to give more in-depth, pick twothings, hopefully, in the future
upload documents that that agentor the, system in a whole can
look at the different strategiesfor the different divisions or
(18:39):
hubs or departments. I that'sMhmm. Where where I would love
to see this. I have some otherideas, but I'll show up there
and and see what you guys thinkabout that.
Liz Moorhead (18:48):
I mean, I think the absence of sales is
upsetting of any kind. Yep.Sales enablement is a marketing
strategy.
George B. Thomas (18:55):
Especially with a prospecting, agent right
around the
Liz Moorhead (18:58):
corner.
Max Cohen (18:59):
Yeah. That'll be really yeah. That will be really
interesting when they well, Imean, how much fine well, I
guess, this is getting youanother subject. Like, how much
fine tuning do they actuallygive around the prospecting
agent in terms of stuff likethis that's more because what?
It's like the the way Iunderstand it, it's like two
options.
It's either, like, keying up thestuff for you to send, or it's
just sending it and straight uptalking it.
George B. Thomas (19:19):
Well, you have to train it. Right?
Max Cohen (19:21):
Yeah. You have to
Chad Hohn (19:22):
train it.
Max Cohen (19:22):
What are you training it on?
George B. Thomas (19:23):
There's there's, like, a settings area.
We should probably do a wholeepisode on that.
Max Cohen (19:26):
Yeah. We probably should. That's a
George B. Thomas (19:27):
different settings area of the prospecting
agent. Yeah. But there's but thetwo things you're talking
Chad Hohn (19:32):
about is autonomous and semi autonomous
George B. Thomas (19:32):
of, like, autonomous and semi autonomous
of, like, just let it do it foryou or, like, like, hold its
hand as it as it does the thing.
Chad Hohn (19:39):
But Yeah.
George B. Thomas (19:39):
The fact that it's not leading back
Max Cohen (19:41):
to send it button.
George B. Thomas (19:42):
Yeah. Just just send it. We don't care that
much about them humans. We justwanna try to sell them stuff,
and we don't care about trust inhumans. We just wanna sell stuff
and get revenue, ROI.
Max Cohen (19:52):
Yeah. No. I would I I think, like, ultimately, the
the, when it, you know, getsbetter and they learn what they
need to learn, I think theultimate deployment of this is
when you're creating a piece ofcontent and you're building the
AI, trust, one, isn't an optionbecause that should just be
implied. Right? And two, itshould more so say, what's the
(20:14):
goal of this piece of content?
Oh. Have, like, a number ofdifferent outcomes. Right? And
to me, that's the that would bethe ideal.
Chad Hohn (20:20):
But will that be on a per per article or per content?
Max Cohen (20:23):
That's what I'm talking about. That's what I'm
talking about. Per contentlevel.
George B. Thomas (20:26):
Let's let's pull up from that. Let's pull up
from that. Because, again, youguys love to talk about content.
Dang gone. Not everything isabout content.
Let's plug your ears.
Liz Moorhead (20:34):
You are the one who just said
Chad Hohn (20:35):
it to
Liz Moorhead (20:35):
be sales
George B. Thomas (20:36):
first. I I know. But we but here's the
thing. Let's back up a second.Because, again and we talked
about this with, ideal customerprofiles and buyer personas and
just wishing that, like, HubSpotwould use some of the stuff that
they already use, like, personasand ideal customer profiles
together.
Like, just let us hook into thestuff we're doing. Look.
(20:58):
Marketing strategies, theydepend on business goals. Mhmm.
Marketing strategies, theydepend on the target audience
that you're trying to go after.
Marketing strategies, theydepend on where the customer is
on their buyer's journey.Awareness, consideration,
decision. So now where this getsdope is if HubSpot users were
(21:22):
actually using the goals featurein HubSpot, and HubSpot AI data
sources could go and look atwhat the goals were set to pay
attention to that. If if the wecould literally have target
audiences. Oh, I don't knowbecause there's a ABM and
target, like, anyway, targetaccounts.
Like, if you had that set up,well, what if AI data sources
(21:43):
could look at target accounts?And and, by the way, if you had
a way to actually track buyers'journey, I don't know, life
cycle stages for most companieswho haven't customers. Anyway,
if there was a way that youcould then say, hey. Here's our
business goals. Here's thetarget audience, ideal customer
profiles, buyer personas, targetaccounts, all the three things
(22:04):
that are already in HubSpot, Andin here's where they are on
their journey.
Now fluctuate. Imagine goinginto marketing strategy and it
being, what's your strategy andawareness? What's your two
strategies for a consumer?What's your two strategies for
decision? Now all of a suddenbeing able to pick two makes a
little more sense because you'repicking the two for the area of
the journey.
(22:25):
But anyway
Max Cohen (22:26):
Dude, imagine honestly, dude, imagine like,
we're I'm sorry. Where's thetool that's just, like, leading
into inbound, which is what makemade HubSpot so great? Where
it's like, you can tell it yourcompany, you can tell it your
goals, you can tell it, like, alittle bit about your customers,
and then it literally justcrafts an inbound marketing
strategy for those things. Like,think about it. It could it it
(22:49):
should be able to learn all thatstuff from HubSpot Academy,
which has ten, fifteen years offreaking content around how to
do inbound marketing.
All that shit still holds up.Right? Besides maybe, like, a
little bit of a less emphasison, you know, landing pages and
capturing leads and stuff likethat. Right? It it's, like, you
know, that it's wild to me thatthey haven't been like, cool.
(23:10):
Let's do, like, the hardestthing, which is, like, taking
all this information that weknow about inbound and putting
together a a cogent strategy,right, but doing that through
the context of, like, yourbusiness and your goals. Like,
why couldn't it put togethersomething like that?
Chad Hohn (23:25):
You know what
George B. Thomas (23:25):
I mean? Sure. They could.
Max Cohen (23:26):
They could. But it's like but, you know, what we're
doing is we're we're doing this,like, ICP stuff and getting away
from the word persona because,like, they're placating to all
Chad Hohn (23:35):
the folks that say
Max Cohen (23:36):
inbound is dead when really when really I know. But
when really, like, inbound isthe same thing, people just call
it, like, different stuff. Andit's like Like, outbound. I
don't know.
Liz Moorhead (23:47):
Outbound. Okay. I wanna pull this out You
Max Cohen (23:49):
know what outbound is. If you read it, it's
inbound. It's all inbound. It'sstill all just inbound. You know
what I mean?
And but people just like to callit something different so they
can sell something else and, youknow, stand out and say, oh,
inbound's dead. We defeated itwith this brand new strategy.
And then you look at thestrategy, and it's like, that
looks like a lot of the same.Right? I muted myself instead of
beat it.
(24:09):
But
George B. Thomas (24:09):
You you, you you like how I know how to just,
like, throw a word out there?Even, like, scrambled eggs. I
just throw that out there, andthen Max just
Max Cohen (24:18):
does this thing. Don't you dare.
Liz Moorhead (24:20):
I know. And then, George, what you do is five
minutes later, like, guys, Idon't wanna have a debate about
this. My what what the fuck?Stop it.
Chad Hohn (24:29):
How could we possibly gotten down this rabbit hole? I
mean, goodness.
Liz Moorhead (24:32):
How could why are you guys keep talking about
content even though it was thevery first example I'd led
within this conversation. Howdare you?
Chad Hohn (24:41):
You guys sure do love
George B. Thomas (24:42):
it. I
Liz Moorhead (24:43):
I just wanna stick with you for a second because I
would actually like us to getback to the thing that you were
pointing out, which is we needto remember what the purpose of
this tool is because it's easyto sit here and say marketing
strategy, but all of thesedifferent things that but it's
this is a very specific contextof which this is being used. So
can you remind us of the purposeof what this is supposed to be
(25:05):
governing within HubSpot?
George B. Thomas (25:07):
Yeah. This entire settings is the bridge
from the human brain to the AI,like, Breeze Copilot agent.
Like, the it's it's the context.It's the the thing that it's
gonna make decisions off of howit's gonna create or act and do.
Like, that's all of thesesettings that we're talking
(25:29):
about, and, again, they need toget more robust over time.
At least that's how the agentsin Copilot and Breeze will get
better over time, because it allcomes down to, like, the amount
of context you can give a, youknow, a a I'll I'll just keep
calling it an agent or, I mean,it is a large language model.
(25:51):
Like, let's just not let's notbe stupid about what's powering
these. That's where where youget to the magic, pieces, the
places is it's understanding.This is just like GPT
Chad Hohn (26:04):
memory, basically. It's the g GPT memory for your
portal that they set up on a pertenant level. Like, each HubSpot
portal is its own tenant. Yougive your tenants some
strategies. Yeah.
Or some custom instructions.Yeah.
George B. Thomas (26:16):
Mix of, like, memory and custom instructions
Chad Hohn (26:19):
Mhmm.
George B. Thomas (26:19):
In HubSpot for your business, like, anyway. But
I got a question.
Chad Hohn (26:23):
Did we ever, like, confirm that this marketing
goals one you know, like,there's no documentation out
there necessarily saying exactlywhat in the world that these two
goals do. I mean, in thesubheading under select
marketing goals, it says add upto two goals for your AI
generated content. That sounds,you know, I mean, I sure do love
(26:45):
content over here, but it soundslike it's pretty content
specific at the moment.
George B. Thomas (26:49):
Well, but you gotta be careful. You gotta be
careful. Email is content. Mhmm.Case studies is content.
Chad Hohn (26:57):
Yeah. Exactly. All gardeners. I'm not saying it's
all right. Mhmm.
George B. Thomas (27:00):
Right. So, like, when when we say content,
me, be careful because inHubSpot, almost anything that's
written word could be consideredcontent. Right? Mhmm. And so it
could but no.
Here's by the way, this thiswhole series might be our subtle
way of begging whoever is incharge of AI data sources and
(27:22):
and what they're building tojust get on a show with us. Just
like come and and let let us askyou, you know, six or 60,000
questions about what's maybesix, maybe 10, not 60,000. But
just let us ask some questionsabout what's really happening
under the hood because I thinkif if the HubSpot users, the Hub
(27:48):
Heroes, if you will, the humansknew what's happening under the
hood. It would help them fillout the details better, know
what to select better.
Liz Moorhead (27:58):
That's the thing that kills me about this whole
rollout. And, again, Iunderstand we are in settings
within settings within settingsfor a specific part of the
platform. But AI was such a hugetentpole of everything they
rolled out this year.
Chad Hohn (28:15):
Mhmm.
Liz Moorhead (28:16):
And I'm finding us having these discussions where a
little clarity, a littlemessaging, a little bit more
direction, an extra knowledgebase article or two would have
made a huge difference. If wespend a whole episode debating
buyer personas versus ICPsbecause the intent of HubSpot
introducing a new term wasunclear and undefined. We have
(28:39):
this tool here, which is eitherthe canoe that we need when we
when we think we need a yacht,or it is something that is the
beginning of something thatcould be great, but it's it's
not giving us enough directionto use it properly. And that's
where I find myself a littlestuck with some of this. Some of
(29:00):
it feels very well developed.
We were able to have much moresubstantive discussions about
the brand voice and tone, andwe've already seen leaps and
bounds with that moving forward.But there is just sometimes a
vacuum of messaging, a vacuum ofdirection that I am struggling
with with some of these newtools that are rolling out.
Max Cohen (29:18):
There is. And I'm wondering how much of it is
because, like, a lot of this,like, new AI stuff in HubSpot is
I'm not saying AI is in charge.Well, much of AI is definitely
in charge, so I think justfundamentally. But I think
they're still, like, very muchin, like, a phase of
experimentation because there'sso many different ways they can
go with it. Right?
(29:41):
And I think this is kind ofjust, like, a product of let's
build some stuff and see whathappens, see how it gets
received even though we don'tnecessarily have all the right
answers of how to use it rightnow. I don't know.
George B. Thomas (29:52):
Well, and I'll throw in here go ahead, Chad.
Chad Hohn (29:56):
I was just gonna say that's a big part of their
philosophy anyway at HubSpot tostart small, iterate, grow, take
because like, I mean, it it'sthe worst as a software
developer to build somethingthat you think people want all
the way. And then they're like,this is not what I wanted at
all. Like, that's soridiculously expensive.
(30:20):
Ridiculously. I know you dealwith a little bit of like, user
fatigue, user frustration whenit doesn't do everything you
want it to, but it's a whole loteasier to just continue to build
on it.
And these are really thebuilding blocks between some of
the things like when, you know,you and George earlier were just
getting inspired about like,man, what if it could help you
(30:42):
do the really hard thing of likebuilding your whole strategy?
Max Cohen (30:46):
They're never gonna do the beginning yet. Right?
Chad Hohn (30:48):
Yeah. They're not how could they possibly be? Right?
Because they don't know forsure. Right?
And they don't know how peopleare gonna use these things, what
they want, what they don't want,what they like, what they don't
like. So, I mean, that's part ofwhy we even talk about this in
in, you know, these episodes.Right? Is we wanna make sure
that at least I mean, ifsomebody's got their ear to the
ground and wants to hang outwith the hub heroes, you know,
(31:09):
they can.
Max Cohen (31:10):
Yeah. We'll even make you a little cartoon superhero.
So
George B. Thomas (31:14):
And and
Max Cohen (31:15):
I that.
George B. Thomas (31:15):
There's that. And and I would say this too is,
like, amount that it changesright underneath their feet.
Yeah. Oh, yeah. And and what Imean by that is AI is, like,
vastly, vastly moving.
The amount of times that I havegone back and I'm gonna dumb
this down, seriously dumb thisdown. But the the times that
(31:37):
I've gone back and recreated aprompt that I've built that was
tried and true to make it betteror do a next thing, or I could
cut a piece because now it justfundamentally like, a new
feature was released orwhatever. Mhmm. Like, just just
in in that, the amount ofiterations. So I can only
(31:59):
imagine, like, trying to build aplatform with this AI and all AI
changing, all the data changing,all the other pieces of the tool
changing around it.
Like, there's so much change totry to keep up with. And here we
come running in of, like, it'dbe great if we could do but but
it would be great if we could dothese things. Like, we
(32:21):
understand. We understand. Wewe're saying this
Chad Hohn (32:24):
out loud. Vision. Like,
George B. Thomas (32:25):
yeah, we see the vision. But Right. Yeah.
Chad Hohn (32:28):
Well, where you're headed, and I think you wanna
advocate for our use case.Right?
Liz Moorhead (32:32):
Well, here's what I will say about that. I agree.
One of the things I always comeback to, and we've said this
multiple times throughout theseries, that that this is the
worst these tools will ever be.And where they are right now at
the quote, unquote worst levelis pretty freaking phenomenal
because HubSpot could be aplatform that takes eight
thousand years to implement anychanges, and they're going to
market with some sort of fullfledged Cadillac worth of tools
(32:55):
before they'd even ask thecommunity what it really needs.
I think the only challenge I'mstill having is that with some
of these, that is very clear.
Right? Like, when we look at thebrand voice and tone stuff, you
could see exactly what thepurpose is. You know exactly
what we're trying to dial into.You could understand, like, hey.
This is where we're startedversus this where we're going,
and it's even leaps and boundsfrom where it started as, like,
(33:16):
a one line thing that you couldenter.
The one thing about this, andthis is where it's just like
it's that knowledge managementdocumentation specialist from
many moons ago who's just kindadry heaving a little bit is that
when I open this up, I don'teven know how to experiment with
it because, George, you saidsomething fascinating at the
(33:37):
start of this episode. What isthe difference between a piece
of AI content, whether that'semail, chat, whatever generated
when it's brand awareness versuslead generation? Why is trust
ever negotiable? Like, there arejust a few things where it's
like, I would just love a littlebit more direction of, hey. Try
experimenting with this or thisis what it might look like to
(33:59):
give me a little meat on thebones to get it started.
But what I would like to hearfrom you, George, because
George B. Thomas (34:05):
It's funny how you guys won't let go of trust,
but we haven't been on a,rampage that education should
just be a thing consideringinbound is literally create
valuable informational contentas a magnet to bring pea. And,
like, we're Oh,
Max Cohen (34:24):
I hate the word magnet. Oh my god.
George B. Thomas (34:26):
I'm just saying. It literally was a
picture of
Chad Hohn (34:28):
a magnet.
Liz Moorhead (34:29):
George, take us there. How do you feel about
education being negotiable?
George B. Thomas (34:34):
No. I'm just saying I can't believe you guys
haven't been, like, just trust.Trust. Trust. Trust.
Listen. Trust and education are,like, table stakes to me. But
they're all But then that butthat that then leads that you
only have, like, three optionsto and you only pick two.
Liz Moorhead (34:52):
So brand awareness and lead generation. And brand
awareness is always such a funnything for me as a goal. What
brand awareness is always afunny thing. So you do we want
them to be aware of us sothey'll go to brunch with us?
Like, no.
We want them to become leads. Wewant them to become part of our
community. Like, there's the itit appears. I love brunch. Girl
(35:13):
loves a good brunch.
George, as someone who has spenta lot of time experimenting over
many, many years with newHubSpot tools as they come out,
what are some of your do's anddon'ts for people who are
looking at this particularsetting or any of the other
settings as this tool continuesto evolve?
George B. Thomas (35:32):
But here's but here's the fun thing. Like, my
brain is in a different placeafter this podcast than it was
before this podcast. Becausehere's the thing. So if I go
into my portal right now, I havelead generation, and I have
engagement selected, which I'mlike, yeah. That's what I wanna
(35:53):
do.
I wanna get engagement, and Iwant lead generation. However,
based on this conversation, whatI would say is if they're
nonnegotiables, then why didn'tI pick trust in education?
Because I can focus as a humanon making sure that it's, you
know, lead generation or thatI'm saying it in a way that
(36:14):
might be conversational orgetting engagement. But I,
without a doubt, wanna buildtrust, and I wanna build
education. And I I feel likethat's gonna also really impact
the length of content and thevoice and tone of content if I
select in my in understandingwhat I know about other models
(36:36):
in AI like Claude and GPT, like,as soon as you start to say,
like, education, meaning, like,PDF, like, log article, like,
you you start to get longeranswers or outputs than than you
typically do if you're justlike, give me this thing.
So, you know, maybe, like, ifyou're just not sure, maybe you
(36:57):
just pick trust in educationbecause those are
nonnegotiables. But Yeah. Atleast use it. And and then,
again, like me, I I would Icould change it over time, I
guess, because right now it'slead generation engagement. But
after this podcast, I might justgo put trust in education
because that's who we are andwhat we do.
Chad Hohn (37:14):
Yeah. I think, you know, again, this this to me, at
least at the moment, I wouldimagine based on, like, just
software development andarchitecture that these are,
like, prioritize these things.Right? That's how I would
imagine that this is being fedinto the engine. Right?
Is like, make sure that theseare the most important things
(37:36):
while all of them will probablystill all occur in some fashion,
right, all the time, you know.So I think whereas last week, we
were like, hey, if you don'thave any clue what you should
put there, maybe don't putanything at all. Whereas this
one is like, I think trust ineducation is a good default if
(37:57):
you don't have a better option.Right?
Liz Moorhead (37:59):
I would a % agree with that because you're you to
George's point, those are kindof table stakes. You know? We
we've talked repeatedly,throughout this entire podcast
since it began about howeducation and trust are kind of
like that. That's what we'rethat's we're in the business of.
Right?
Mhmm. I would be curious to seeif anybody would do some testing
(38:25):
with some of their AI tools ofwhat happens and what how the
outputs change depending on whatyou select. I'd be so curious
George B. Thomas (38:32):
about that. Here's the here's the fun thing,
and not to be that guy, but I'mgonna be that guy. I literally
just tried to change it in myportal. If I try to put
education in the little box, Iget an error screaming at me, a
red box saying I can't addeducation. So there's a glitch
in the matrix, but that's thestart
Liz Moorhead (38:52):
here. What? What were you trying to change it out
from?
George B. Thomas (38:56):
I well, I removed my marketing goals
completely.
Chad Hohn (38:59):
Oh. And then I tried to too.
George B. Thomas (39:01):
I I tried to put trust in education in there,
and I, got an error. So Iremoved education, and it saved.
And I added anything buteducation and it saved. But as
soon as I try to add education,I get an error. So HubSpot,
you're probably not listening tothis or watching this, but
there's a glitch in the matrixwhen it comes to, like,
selecting education in themarketing strategy goal.
(39:23):
But this does go back to this isthe worst it'll ever be. They're
building it so that we can moveforward. And somebody just needs
to do a support ticket on, canwe make education work? Because
trust and education are, like,no brainers.
Liz Moorhead (39:38):
I was gonna say, the thing that I find
fascinating about this is that,of course, we have to to have a
setting like this. Because if wethink about any of the AI tools
that we use for anything, youhave to give it a goal. You have
to give it something of, like,oh, this is what we are trying
to accomplish with these people.So there there's the other side
of this because I was talkingwith a couple of friends about
(39:59):
this this weekend to useHubSpot. We were I was just
curious.
What do you think when you seethis tool? And a couple of
people said, well, if it's justso simplistic, why are you gonna
bother having it? And it's like,because you have to give it a
goal.
George B. Thomas (40:11):
Wow. Anyway, never mind.
Liz Moorhead (40:13):
George just glitched out. Talk me through
what just happened on your face.
Max Cohen (40:16):
His education button got switched off.
George B. Thomas (40:19):
Well, no. Yeah. Yeah.
Liz Moorhead (40:21):
My education education goal. What do we do?
George B. Thomas (40:24):
Well, I don't know what friends you are
talking to, and so I don't wannabe rude because they might
listen to this or watch this.
Liz Moorhead (40:32):
They do not listen to this show. You're fine.
George B. Thomas (40:34):
But but I'm like but I'm like, just because
it's simple doesn't mean it'snot powerful. Like, think about
AI and prompting. Like, I cansay I can say, as a professional
writer or as a social mediastrategist or as a right. Like,
those two words or that thatword or whatever, it simple,
(40:58):
massive effect on the output.Massive effect.
And so that's why I'm saying,like, even though we can only
select two of these, we have noclue the potential massive
impact that this makes to all ofwhat is coming out the other
side of what we're creating. Andso imagine this. I want you to
(41:19):
go sell your business, andproducts and services to anybody
on the planet. But first butfirst, I'm just gonna wipe it
from your memory so you don'tknow jack squat about it, and
then go do that. You you youneed the understanding.
You need the context as a human.Mhmm. It needs the
understanding. It needs thecontact con context as a system.
Chad Hohn (41:43):
But I anyway,
George B. Thomas (41:44):
I'll get to
Liz Moorhead (41:44):
me is that there was such a high degree of
overlap and similarity betweenthe goals that were given. And
they had a similar reaction of,like, when am I never going to
have trust there?
Chad Hohn (41:54):
Yeah.
Liz Moorhead (41:54):
You know, there were a couple of things where it
was like they were like, this isso simplistic and without
direction, I'm not even sure howto use it. But I think to what
we've been trying to say here isthat, like, we have to give it a
goal of subtype, guys. We haveto give it a goal. And let's be
honest. While some of us aresitting here going trusted
education or where it's at, goto sub c suite leaders.
(42:15):
They probably might not have thesame answer. You're like, yeah.
Trust is important, but I wouldlike to generate leads, please.
Please and thank you. Somethingmeasurable.
Something less warm and fuzzy.
Max Cohen (42:24):
Is I I can't remember because I haven't been on I I
haven't looked at the pagerecently. But, like, does it
does it give zero context towhat it actually does?
Liz Moorhead (42:33):
Does does not say anything, and there's no link to
everything
Max Cohen (42:36):
that you're in the article. It doesn't say the AI
will keep this in mind as it'screating content across
everything for you.
George B. Thomas (42:43):
In in knowledge articles
Liz Moorhead (42:45):
for your AI judder.
George B. Thomas (42:46):
Yeah. In a in a knowledge article, it says,
like, one line. Do you havethat, Liz? Like, maybe it's a
line
Liz Moorhead (42:51):
and a half. I could read it. It's I could read
it. It's select marketing goalssuch as brand awareness,
engagement, or more. You couldselect up to two marketing
goals.
That's what it says. I got toexplain anything. But we have to
take this literally. It is amarketing strategy. It is not a
sales strategy.
So it is meant for explicitlymarketing activities. So if we
look at through it at that very,very binary lens, if I get
(43:13):
really black and white aboutthis, it is how you define your
marketing. What is it you'retrying to accomplish? Depending
on where an organization is intheir journey, they may be more
emphasizing on the brandawareness piece. But the
challenge I have, and this iswhat I think we started to talk
about at the beginning, is thatthat shifts depending on the
(43:34):
context.
You know, I'm not always talkingto all of my audience at the
same time with the same tone ofvoice and the same goal,
particularly since they're allping ponging through their own
buying journey. But we havecovered a lot of ground today, I
think. I know we're all do wefeel more confused, less
confused? How how are wefeeling, guys?
Max Cohen (43:56):
Feeling optimistic about the future.
Liz Moorhead (43:59):
Max?
George B. Thomas (43:59):
Yeah. Yeah. You are.
Liz Moorhead (44:02):
Tell us why. Yeah.
Max Cohen (44:03):
It's the worst it's ever gonna be.
Chad Hohn (44:05):
It's the
Max Cohen (44:05):
worst it's ever gonna be. They put it out in this sort
of, like, clearly this, like,testing state to spur
conversations like this, right,amongst users and people going
through the beta or whatever itmay be. Right? And they'll fine
tune it over time.
George B. Thomas (44:21):
You know
Chad Hohn (44:22):
what I'm surprised?
Liz Moorhead (44:23):
To understand, Max. You literally said I'm
optimistic. So you'll have toforgive me for eventually being,
like, are
George B. Thomas (44:30):
we sure? Wow. I am.
Max Cohen (44:32):
I'm optimistic.
Chad Hohn (44:33):
Don't freak me out.
Max Cohen (44:34):
I always I always I always bet on HubSpot, baby.
You're never gonna hear me notnot bet on HubSpot.
Liz Moorhead (44:40):
We always bet on Big Sprocket over here. But,
Chad, what were you gonna say?
Chad Hohn (44:43):
No. I was gonna say, you know, one of the things I
noticed that I didn't notice,is, like, you know, whenever
anything new comes out inHubSpot, you get, like, 800 CSAT
happy medium sad faces and giveus feedback about this thing.
Oh. Right? I haven't seen thatanywhere in the data sources
tab, which I'm a littlesurprised about.
(45:05):
Mhmm. You know how, like, oh,the new advanced filters view.
How did you feel about theadvanced filters? I mean, I
guess maybe I'm in a lot ofportals, so I see it more often
than, you know, people who arejust in less portals. Right?
Who are just super adminingtheir own. But still, like, I
never saw I never saw any CSATor any feedback survey function
(45:27):
here, which I'm, again, a littlesurprised about. I've even
gotten, you know, productmanagers who just, like, emailed
me from one of those before andasked for more context. Right?
Which is I love that aboutHubSpot, and I know they bet on
their users.
And so I'm just a littlesurprised I haven't seen that.
George B. Thomas (45:44):
Yeah. No pop up here, which, by the way,
totally not about this episode.But I wish there was a a don't
show me that ever again in allthe portals that I'm in button.
Oh
Chad Hohn (45:53):
my god.
George B. Thomas (45:54):
Yes. But I don't need startup guides. I
don't need to give you myfeedback on the if you want my
feedback, you got my email. Wecan talk. Like, anyway.
But that's just me.
Max Cohen (46:06):
They need a they need a button they need a button in
that onboarding flow where itsays, what type of HubSpot user
are you? And it's, like,salesperson.
Chad Hohn (46:12):
And then
Max Cohen (46:13):
there's this one thing at the bottom that says,
I'm George b Thomas.
George B. Thomas (46:16):
No. No. No. No. No.
No.
Liz Moorhead (46:18):
No. No.
George B. Thomas (46:19):
GST time.
Chad Hohn (46:20):
Yeah. It's like it's like, oh, yeah. We're in GST.
George B. Thomas (46:22):
No. You can't get that specific. The bottom
butt the bottom button could befor many people out in the
ecosystem, and it just says, I'ma I'm sure you have HubSpot.
Max Cohen (46:31):
Yeah. You have one for them, and then you and then
you have a George b Thomasbutton. No.
Chad Hohn (46:35):
Yeah. It's HubSpot I mean, that's it's above HubSpot
god, actually.
Max Cohen (46:39):
Yeah. No.
Chad Hohn (46:41):
No. No. It's not.
Liz Moorhead (46:42):
But, Chad,
George B. Thomas (46:43):
to your point a guy.
Chad Hohn (46:45):
I'll be
Liz Moorhead (46:45):
on okay. First of all, we're gonna talk about that
later, George. You know that.Chad, to your point, I will say
this. If I cook a bigThanksgiving meal for something
and there's a side dish whereit's the first time I've test
drive that recipe and I'mfeeling a little iffy about it,
guess who's not proactivelyasking anybody what they thought
about that corn casserole?
This girl. We're gonna focus onthe turkey. We're gonna focus on
(47:06):
the mashed potatoes. We're gonnafocus on the So
Chad Hohn (47:08):
you're just gonna yeah. You're gonna look at the
sentiment as people are arejamming that corn casserole in
their mouth and then see
Liz Moorhead (47:15):
That's right. That's right. But unless you're
coming up here to tell me I'm sopretty, like, let's just let's
not have the conversation noneof us wanna have, which is
everybody's uncomfortable. I
Chad Hohn (47:25):
don't know
Max Cohen (47:25):
if you're really seeing
Chad Hohn (47:26):
the full sun afraid of feedback, though.
Liz Moorhead (47:29):
I know.
Max Cohen (47:30):
The sentence, jamming that corn casserole in your
mouth just really made meuncomfortable.
Chad Hohn (47:37):
I'm here for you, Max. Well
Liz Moorhead (47:39):
George, please, for the love of all that's
Max Cohen (47:41):
holy. Yeah.
Liz Moorhead (47:43):
No. No. He's zooming in. George, take us
home. What do you want ourlisteners to go home with from
today's scintillatingconversation?
George B. Thomas (47:51):
Yeah. First of all, from the human side of
marketing strategy, trust ineducation, our table stakes,
make sure you're doing that. Butwhen it comes to bridging that
gap with HubSpot, make sure yougo into AI, go into data
sources, make sure you listen tothe historical episodes that
we've done on brand voice andtone and customer profiles and
(48:11):
all of that good stuff. Butdefinitely go in and at least it
it'll take you a second. Selecttwo marketing goals that you
wanna give some context to thesystem around when it comes to
the content and other elementsthat you'll be generating or
using inside of HubSpot.
That's my 2¢. Okay, Hub Heroes.We've reached the end of another
(48:35):
episode. Will Lord Lack continueto loom over the community, or
will we be able to defeat him inthe next episode of the Hub
Heroes podcast? Make sure youtune in and find out in the next
episode.
Make sure you head over to thehubheroes.com to get the latest
episodes and become part of theLeague of Heroes. FYI, if you're
(48:57):
part of the League of Heroes,you'll get the show notes right
in your inbox, and they comewith some hidden power up
potential as well. Make sure youshare this podcast with a
friend. Leave a review if youlike what you're listening to,
and use the hashtag, hashtag hubheroes podcast on any of the
socials, and let us know whatstrategy conversation you'd like
(49:17):
to listen into next. Until nexttime, when we meet and combine
our forces, remember to be ahappy, helpful, humble human,
and, of course, always belooking for a way to be
someone's hero.
Do you live in a world filled with corporate data? Are
you plagued by silo departments?Are your lackluster growth
strategies demolishing yourchances for success? Are you
held captive by the evil menace,Lord Lack, lack of time, lack of
strategy, and lack of the mostimportant and powerful tool in
(00:23):
your superhero tool belt,knowledge. Never fear, hub
heroes.
Get ready to don your cape andmask, move into action, and
become the hub hero yourorganization needs. Tune in each
week to join the league ofextraordinary inbound heroes as
we help you educate, educate,empower, and execute. Hub
(00:46):
heroes, it's time to unite andactivate your powers.
Liz Moorhead (00:52):
Are we united and activated, gentlemen?
Max Cohen (00:54):
I'm actually
Chad Hohn (00:56):
activated. I'm united.
Liz Moorhead (01:00):
George, you're in a very efficient mood this
morning. I gotta call that outhere for a moment. I don't know
if you guys have noticed that.Alright. Let's go.
George B. Thomas (01:06):
Yeah. Hashtag GST.
Chad Hohn (01:07):
Know what I
George B. Thomas (01:08):
have Get get stuff done.
Chad Hohn (01:10):
I got a little short George Standard Time GST. Yeah.
George B. Thomas (01:15):
There you go.
Liz Moorhead (01:16):
Love that for us. George, how are you feeling
going into today's conversation?I gotta know.
George B. Thomas (01:22):
I'm feeling great, but I don't I don't think
I need my own time zone. But I'mbut I'm feeling great. I'm
excited to have thisconversation, and, we'll see
where it goes.
Liz Moorhead (01:32):
I love that. Max, how are you doing, bud? That is
a look of concern, or you'relocked in?
Max Cohen (01:38):
I'm locked in.
Liz Moorhead (01:40):
Locked in.
Chad Hohn (01:41):
Mhmm.
Liz Moorhead (01:41):
Chad, how is our printer overlord? Glowing red.
Oh god.
Chad Hohn (01:45):
Yep. Well, you know, it does what it wants. I gotta I
think I I think I wanna hook itup, you know, like, make scenes,
get another camera, you know,change angles, turns red, I
think. Wow.
George B. Thomas (01:57):
I don't know. Wow. Or, like, you press a
button and it just it's like,like, really fast rapid. Yeah.
I'm not much We'll see this.
Chad Hohn (02:04):
There's some fun stuff we could do.
Liz Moorhead (02:06):
For the folks listening at home, check the
show notes this week. I've beentaking a couple of strategic
screenshots
George B. Thomas (02:12):
of Chad
Liz Moorhead (02:13):
in action. I don't know if printer overlord likes
that. It glowed red when I saidthat. I'm so sorry. I'm so
sorry.
Alright. You know what? Let'sdig in, guys. We are back for
another installment in ourseries about HubSpot AI data
sources. And last week, we hadan incredible discussion,
sometimes debate, sometimes alittle bit feisty chat about
(02:36):
buyer personas versus idealcustomer profiles.
And I have to recommend that yougo back and listen to it because
Max said after we stoppedrecording that it was probably
one of his favorite discussionswe've ever had on the podcast.
George B. Thomas (02:47):
And I gotta admit, I listened
Liz Moorhead (02:48):
to it again, and I thought it was pretty fantastic.
So if you missed out on thatconversation, go back and listen
to it. But, George, let's sayfor a moment, maybe some of our
listeners are joining thisseries right in the middle. Can
you give us a quick explain itlike I'm five refresher of what
HubSpot AI data sources are?
George B. Thomas (03:07):
AI data sources is a place where you can
go in and really just start toadd context around business,
your strategy, your products,your, ideal customer profiles as
as HubSpot is calling them. Justlike the there's a plethora of
things that you could be addingto help the system, the machine,
(03:28):
the CRM to future be probablythe world's largest business
agent, understand maybe whatyou're trying to do, how you're
trying to do it. So that is. Andand, again, I think it'll grow
over time, but that is what AIdata sources is. It's a setting,
and it's gotten multiple showsbeing a setting.
So that might tell yousomething.
Liz Moorhead (03:50):
Yep. So for our listeners, if you are midway
through this series and you'rejoining us, we have an episode
back in the feed a few episodeswhere we talk about what these
are as a whole. We talked aboutbrand voice and tone a few
episodes. That was a really funand exciting episode. Like I
said, we already did buyerpersonas versus ICPs.
(04:10):
And today, we are moving intothe next section of HubSpot AI
data sources called marketingstrategy.
George B. Thomas (04:19):
Yeah. I am.
Liz Moorhead (04:21):
I'm gonna be honest. Yeah. I'm gonna be
honest. I'm very let's just saycurious is the label I'm gonna
use for where today'sconversation is going to go
because, it is very lightlydesigned. And it's either it's
either
Max Cohen (04:41):
We call
Liz Moorhead (04:41):
it lean.
Max Cohen (04:42):
It's lean.
Liz Moorhead (04:42):
It's very lean. It's very lean.
George B. Thomas (04:45):
Efficient.
Liz Moorhead (04:47):
Yeah. It doesn't take
Chad Hohn (04:49):
a whole lot of time out of your day.
Liz Moorhead (04:51):
It's very clean. It has, like, a four minute mile
if it were a runner, like, in,like, 0% body fat, which is
either exactly what it needs tobe or
Max Cohen (05:04):
Or it's not anything.
Liz Moorhead (05:06):
Or it's Well We're gonna find out together like a
family.
George B. Thomas (05:09):
Listen. I mean, let's be honest. There is
a saying of, like, you know,great things come in small
packages or something alongthose lines. Like, I have I have
thoughts, and I have grievances,and and I have things that I
wish, but that's not what thewhole podcast will be about. But
it it's interesting that it'shere, and it's interesting what
(05:32):
you can select.
But let's just move on withthat.
Liz Moorhead (05:36):
Nice try, buddy.
Chad Hohn (05:36):
Nice
Max Cohen (05:36):
try. That it's here. That's a stunning review. Oh,
it's interesting that it's here.
Liz Moorhead (05:47):
I think
Chad Hohn (05:48):
you guys Words on a page and it exists.
Liz Moorhead (05:51):
Oh, it's I think you could probably tell I tried
to, like, pull this together.And the inter so I do prepared
outline for each one of ourshows. And there are lots of
screenshots, and then we get tothe questions. And it's just
like, what what do we think ishappening?
George B. Thomas (06:08):
Yeah. So
Max Cohen (06:09):
Yeah. Don't get me wrong. It's interesting that
it's here. Sorry. I just got alittle bit.
Liz Moorhead (06:15):
Pull back the curtain a little bit here.
George B. Thomas (06:18):
Yeah. And I
Liz Moorhead (06:18):
want you to take us back to that moment. When you
first clicked on this setting,
George B. Thomas (06:23):
I want you to tell us to do this. On it. Let
me let me let me take you backbefore I clicked on the
settings. Before I clicked onthe settings, I was like, oh,
this could get interesting.Alright.
Now ask your question.
Liz Moorhead (06:35):
First describe exactly what you saw without
editorializing, And then whatwas your reaction to what you
saw?
George B. Thomas (06:44):
Yeah. So Was it the
Liz Moorhead (06:45):
five stages of grief or something else?
George B. Thomas (06:48):
No. Yeah. Yeah. Yeah. But so I saw the
thing, marketing strategy, and Isaid, oh, marketing strategy in
AI data sources.
This could get interesting. AndI clicked into it and I saw this
drop down. And I thought tomyself, okay. Lead generation
makes sense. A lot of lot ofcompanies, you know, focus on
(07:08):
that engagement.
Okay. Yep. Yep. Yep. Brandawareness.
Oh, yeah. I I definitely havehelped clients with that. Trust.
Well, we all probably,hopefully, should be trying to,
like, build trust in ourmarketing because, well, I think
that's what we should do. Andthen education.
I'm, like, big on education. SoI'm immediately, like, oh, yeah.
Okay. So all of these makesense. But but then I
(07:29):
immediately too go to, like, Iknow how many, I know how many
Intro (07:34):
humans
George B. Thomas (07:35):
I've actually helped. And then when you ask
them about the strategy, theirstrategy is lack of strategy or
no strategy. So, at least thisis also a place where we can
pinpoint, like, what are acouple of the strategies that
you should be focusing on? Andbecause that's what you're
focusing on, at least let's letthe machine know that that's
what you're focusing on. Now,then I got to the point where I
(07:59):
was like, well, me personally,I'm I'm kinda focused on all of
the above, to which I was like,and I can only select two.
Oh my god. And I was like, wait.Why why can I only select two of
these? And then I was like,well, now you've created a
dilemma in my brain. Like, aretwo of these more important than
(08:19):
the others?
Anyway, I'll stop there becauseI have some thoughts to how this
might actually need to work, butthose were my initial thoughts.
I was excited. I I kind ofunderstood, okay, match the
human to the machine, and thenwas sad because I was like, two.
(08:40):
Okay. Why why two?
Why?
Liz Moorhead (08:43):
Yeah. I had, a very similar reaction. I opened
it up, and I saw it it it and itI have a very, very big monitor
now. It's like a big widescreenmonitor, and I had the whole
browser window taken up.
George B. Thomas (08:58):
Oh, I can't rock like that. I can't I can't
do that.
Liz Moorhead (09:01):
It was by accident. I hadn't minimized it,
but it just kind of for dramaticeffect, you just see this one
single field.
Chad Hohn (09:12):
Just lay over there.
Liz Moorhead (09:13):
And then I click, and it's like marketing
strategy. Would you like leadgeneration engagement, brand
awareness, trust, or education?You could only pick two. And and
and then I looked for aknowledge base article, like,
oh, there's gotta be somethingI'm missing. And then and then
when I looked, I just found alist of here's how to manage
your AI data sources, and itsays, marketing strategy.
(09:36):
Select from marketing goals suchas brand awareness, engagement,
or more, and you could select upto two marketing goals. And I
just kind of felt a littlestumped. First of all, you're
telling me, like, let's juststart with trust. Let's put
trust there. Let's just so arethere gonna be times where trust
is not a goal?
So there's that. There are timeswhere I feel like we're missing
(10:00):
just a lot of stuff. I don't I'mvery glad that we're all a
little bit because I don't knowwhat I'm supposed to do with
this.
George B. Thomas (10:06):
Well, so you're it's it's easy. You're
supposed to pick two. That'swhat you're supposed to do with
it. Yeah. You're supposed toyou're supposed to And like it.
Liz Moorhead (10:14):
End of episode.
George B. Thomas (10:15):
End of episode. Pick two and like it.
So, you know, the the the bigquestion is what in the I don't
wanna swear. What what does itdo? Like, you have you have a
whole big white box of a pageunder it.
(10:36):
Could you please tell me byselecting lead generation, x y
z, a b c will happen in thesetools? By selecting a
combination of trust andeducation, a, b, c, and x, y, z
will happen in the like, yougive me a video or something on
(10:59):
this page that helps you nothave the unknown chasm of, like,
great. I picked two that wasvery anticlimactic. I have no
understanding of what I just didto my machine. I don't know how
it's gonna do it in the blogtool.
I don't know how it's gonna doit in the social tool. I don't I
(11:20):
don't know what changes I justmade, and I don't know if I come
in here next week and change it.Like, can I change it and go
write a blog article and thencome back and change it and go
write another blog article? Andwill the two blog articles be
different from a marketingstrategy standpoint because I
(11:42):
selected two things in thelittle box?
Max Cohen (11:45):
Okay.
George B. Thomas (11:46):
I gotta take a break. I gotta breathe.
Liz Moorhead (11:49):
That example is giving me a panic attack because
the idea that that's where youset the strategy of a blog
article.
George B. Thomas (11:55):
Oh my god. I don't think it is. I don't think
it is, but still.
Max Cohen (11:58):
Max, be
Liz Moorhead (11:59):
a voice of reason. Be a voice of hope.
Max Cohen (12:02):
Yeah. I mean, voice of reason is, like, they
shouldn't they should be, like,a content level piece setting
that you turn on. Right? So,like, if I'm writing a piece of
content, there's always somekind of intention of that piece
of content. Right?
Also, let's just go ahead andsay build trust should be
optional.
George B. Thomas (12:19):
What? What? It should be good. If anything at
Liz Moorhead (12:22):
this point, I don't wanna be trustworthy.
We're gonna turn this
Max Cohen (12:25):
one off. Yeah. When should I'm sorry.
Liz Moorhead (12:27):
Let's build brand awareness.
Max Cohen (12:28):
I'm sorry. How's that not a freaking default setting,
dude? Like, it's it's weird tobe like, are you sure you wanna
build trust when you write this?It's like, what are you talking
about? Of course, I do.
George B. Thomas (12:38):
Hey. Let me tell you what all the cool kids
are doing there. They're notdoing the
Max Cohen (12:41):
trust stuff. They're doing. Like, I get what they're
doing. Right? And then and, youknow, I think this just like
anything else, it's the firstbaby step.
Right? Like, they they probablylike, here here's the other
thing. Right? It's probablypretty difficult for them to
tell if it's working if theycan't test it at a mass scale.
And the only way they can reallytest it at a mass scale is,
like, hey.
Let's turn this on so it'shappening for all of the
(13:03):
content, and then we can seehow, you know, how good it's
actually working and what peopleare interested in selecting and
then make it more pointed andspecific and and have it at the
content level. Right? Like Mhmm.You know, that that's really
kinda what I can imagine.Because I mean, ultimately,
you're gonna get a lot moretesting on stuff when it's used
on a broader scale and justsaying, hey.
(13:23):
We're gonna do it for everythingversus, you know, just hoping
people, like, pop it into, like,individual content pieces.
Chad Hohn (13:29):
Well, let
George B. Thomas (13:29):
me ask you a question.
Max Cohen (13:30):
That's the only thing I could think of.
George B. Thomas (13:31):
Let let me ask you a question on that.
Max Cohen (13:33):
Actually, no. I don't consent to the questions.
Chad Hohn (13:35):
Well, I'm gonna ask
George B. Thomas (13:36):
the question anyway. Anyway. But Because how
many people do you think journeyover to AI data sources versus
journey over to the blog tool?If I wanted massive adoption on
something, I'd put it smack dabat the
Max Cohen (13:50):
Yeah.
George B. Thomas (13:50):
Sure. Sure. Blog or because more humans are
going to create a blog than theyare to AI Dab sources. So, like
But but but but but but but
Max Cohen (13:58):
but you also gotta remember too, like, they just
released the whole, you know,Breeze thing. Now everyone's
going and checking out Breeze.So maybe they are looking at it
there. Right? Remember, it isstill hard to get people to
write effing blog posts thataren't doing it.
Right? But it's really easy togo check out this shiny new AI
thing where you can turn on thesettings, and it'll do it all
for you. Right? So maybe that'stheir evidence. But I agree.
(14:19):
Like, it would make sense, like,that, you know, if if you're
writing a blog post and youhaven't set this yet and you're
using the AI tools, it should belike, hey. Maybe go check one of
these two boxes for whateverreason before, like, you, you
know, have the AI write yourblog post or whatever.
Chad Hohn (14:35):
You know what I mean?
George B. Thomas (14:36):
But I I Yeah. I hear
Liz Moorhead (14:37):
it that I am setting a blog strategy inside
HubSpot is insane to me. It isantithetical to so many of the
things that we have talked aboutwith HubSpot before, which is
HubSpot is where you execute.You come with it with your
strategy.
George B. Thomas (14:53):
But remember but remember, we're not talking
about humans right now. We aretalking about bots right now. We
are talking about assistanceright now. We're talking about
connecting the human strategythat we're executing to somebody
the assistant.
Liz Moorhead (15:10):
Hold on a second, Chad. You have just been sitting
there just minding your businesswith a very pleased look on your
face watching George, Max, and Ihave totally reasonable non
emotional reactions to themarketing strategy tool. What is
going on in that brain of yoursover there?
Chad Hohn (15:26):
I'm trying to figure out what game Max is playing.
Max Cohen (15:28):
Farming Simulator.
Chad Hohn (15:30):
Is it yeah. I could see it on your TV back there
Yeah. In the reflection.
Liz Moorhead (15:34):
Just like the way you do do you want emotional
support when HubSpot puts
Max Cohen (15:37):
a tool in front of you you don't know
Chad Hohn (15:38):
how to
Liz Moorhead (15:38):
cope with? Okay. Yeah.
Chad Hohn (15:40):
He's like, I gotta go gotta
Max Cohen (15:42):
I'm I'm out of my Straterra, so I have to, like,
distract myself while I haveconversations so I can actually
have them.
Chad Hohn (15:50):
Well, thanks for Thanks for your patience.
Dropping off
Max Cohen (15:53):
of the grocery, guys. It's all good. Yeah. I'm here.
Liz Moorhead (15:56):
So, Chad, nice try. Yeah. Trying to get out of
this.
Max Cohen (15:59):
Oh, yeah.
Chad Hohn (15:59):
You got it.
Liz Moorhead (15:59):
To us.
Chad Hohn (16:00):
Yeah. Well, I mean, you know, standing up for my,
computer brethren, all my, youknow, bots out there as we were
just talking about, you know, Ithink, okay. Just ask for two.
Well, it's like, I mean, if youthrow everything in the kitchen
sink at it, then it's not goingto prioritize anything. And
(16:21):
maybe the word should beprioritized to, but it's
probably understanding that itobviously needs to have trust.
It's like, do you want toemphasize trust? Or do you want
to just have the normal amountof trust? I assume Yeah.
Standard trust or extra trust?You know, like, I mean, do you
want to emphasize that?
(16:42):
Yeah. I always think I'm takingour trust based on what you're
saying.
George B. Thomas (16:46):
I almost wish you could, like, put them in
numeric order.
Chad Hohn (16:50):
Yeah. What you
George B. Thomas (16:51):
wanted to like, here here is the rubrics
in which I would like myassistant to pay attention to
the don't don't bring up trust.Just trust should just be there.
But the other ones, other thantrust, like, this is the rubrics
of importance to me at anorganization of how I would want
you to think about us, right, asfar as that goes.
Max Cohen (17:12):
Well, this is also, like, another seeking a rubrics,
this is another really greatplace for, you know, like, that
document that Liz wrote thatexplains everything. Like, you
can write mean, I think that'sprobably the next level is,
like, you know, what's thewhat's the nuanced content
playbook that you can upload forme so I, like, follow it just
like I do for, like, your youknow, what was it, the brand or
(17:33):
whatever the last
George B. Thomas (17:34):
time was? Yeah. Yeah.
Max Cohen (17:35):
Liz, what was it controlling when you did the
document again?
George B. Thomas (17:38):
Voice and tone.
Max Cohen (17:38):
It was a brand oh, yeah. Voice and tone.
Liz Moorhead (17:40):
Voice and tone.
Max Cohen (17:41):
Mhmm. Yep.
George B. Thomas (17:42):
Yeah. But if you could add additional context
to, like, lead generation or toengagement or like, that would
be dope. But here here's
Chad Hohn (17:49):
the thing.
George B. Thomas (17:49):
I I even wanna take a step back. I I wish that
this tab wasn't marketingstrategy. I I wish that this tab
was strategy. Mhmm. And that Icould go in here, and I would
see marketing, sales, service,social.
Right? Because now, if ifHubSpot releases a new agent,
(18:14):
prospecting agent, serviceagent, content agent, social
agent, now there's a there's astrategy area that I can go to
to give more in-depth, pick twothings, hopefully, in the future
upload documents that that agentor the, system in a whole can
look at the different strategiesfor the different divisions or
(18:39):
hubs or departments. I that'sMhmm. Where where I would love
to see this. I have some otherideas, but I'll show up there
and and see what you guys thinkabout that.
Liz Moorhead (18:48):
I mean, I think the absence of sales is
upsetting of any kind. Yep.Sales enablement is a marketing
strategy.
George B. Thomas (18:55):
Especially with a prospecting, agent right
around the
Liz Moorhead (18:58):
corner.
Max Cohen (18:59):
Yeah. That'll be really yeah. That will be really
interesting when they well, Imean, how much fine well, I
guess, this is getting youanother subject. Like, how much
fine tuning do they actuallygive around the prospecting
agent in terms of stuff likethis that's more because what?
It's like the the way Iunderstand it, it's like two
options.
It's either, like, keying up thestuff for you to send, or it's
just sending it and straight uptalking it.
George B. Thomas (19:19):
Well, you have to train it. Right?
Max Cohen (19:21):
Yeah. You have to
Chad Hohn (19:22):
train it.
Max Cohen (19:22):
What are you training it on?
George B. Thomas (19:23):
There's there's, like, a settings area.
We should probably do a wholeepisode on that.
Max Cohen (19:26):
Yeah. We probably should. That's a
George B. Thomas (19:27):
different settings area of the prospecting
agent. Yeah. But there's but thetwo things you're talking
Chad Hohn (19:32):
about is autonomous and semi autonomous
George B. Thomas (19:32):
of, like, autonomous and semi autonomous
of, like, just let it do it foryou or, like, like, hold its
hand as it as it does the thing.
Chad Hohn (19:39):
But Yeah.
George B. Thomas (19:39):
The fact that it's not leading back
Max Cohen (19:41):
to send it button.
George B. Thomas (19:42):
Yeah. Just just send it. We don't care that
much about them humans. We justwanna try to sell them stuff,
and we don't care about trust inhumans. We just wanna sell stuff
and get revenue, ROI.
Max Cohen (19:52):
Yeah. No. I would I I think, like, ultimately, the
the, when it, you know, getsbetter and they learn what they
need to learn, I think theultimate deployment of this is
when you're creating a piece ofcontent and you're building the
AI, trust, one, isn't an optionbecause that should just be
implied. Right? And two, itshould more so say, what's the
(20:14):
goal of this piece of content?
Oh. Have, like, a number ofdifferent outcomes. Right? And
to me, that's the that would bethe ideal.
Chad Hohn (20:20):
But will that be on a per per article or per content?
Max Cohen (20:23):
That's what I'm talking about. That's what I'm
talking about. Per contentlevel.
George B. Thomas (20:26):
Let's let's pull up from that. Let's pull up
from that. Because, again, youguys love to talk about content.
Dang gone. Not everything isabout content.
Let's plug your ears.
Liz Moorhead (20:34):
You are the one who just said
Chad Hohn (20:35):
it to
Liz Moorhead (20:35):
be sales
George B. Thomas (20:36):
first. I I know. But we but here's the
thing. Let's back up a second.Because, again and we talked
about this with, ideal customerprofiles and buyer personas and
just wishing that, like, HubSpotwould use some of the stuff that
they already use, like, personasand ideal customer profiles
together.
Like, just let us hook into thestuff we're doing. Look.
(20:58):
Marketing strategies, theydepend on business goals. Mhmm.
Marketing strategies, theydepend on the target audience
that you're trying to go after.
Marketing strategies, theydepend on where the customer is
on their buyer's journey.Awareness, consideration,
decision. So now where this getsdope is if HubSpot users were
(21:22):
actually using the goals featurein HubSpot, and HubSpot AI data
sources could go and look atwhat the goals were set to pay
attention to that. If if the wecould literally have target
audiences. Oh, I don't knowbecause there's a ABM and
target, like, anyway, targetaccounts.
Like, if you had that set up,well, what if AI data sources
(21:43):
could look at target accounts?And and, by the way, if you had
a way to actually track buyers'journey, I don't know, life
cycle stages for most companieswho haven't customers. Anyway,
if there was a way that youcould then say, hey. Here's our
business goals. Here's thetarget audience, ideal customer
profiles, buyer personas, targetaccounts, all the three things
(22:04):
that are already in HubSpot, Andin here's where they are on
their journey.
Now fluctuate. Imagine goinginto marketing strategy and it
being, what's your strategy andawareness? What's your two
strategies for a consumer?What's your two strategies for
decision? Now all of a suddenbeing able to pick two makes a
little more sense because you'repicking the two for the area of
the journey.
(22:25):
But anyway
Max Cohen (22:26):
Dude, imagine honestly, dude, imagine like,
we're I'm sorry. Where's thetool that's just, like, leading
into inbound, which is what makemade HubSpot so great? Where
it's like, you can tell it yourcompany, you can tell it your
goals, you can tell it, like, alittle bit about your customers,
and then it literally justcrafts an inbound marketing
strategy for those things. Like,think about it. It could it it
(22:49):
should be able to learn all thatstuff from HubSpot Academy,
which has ten, fifteen years offreaking content around how to
do inbound marketing.
All that shit still holds up.Right? Besides maybe, like, a
little bit of a less emphasison, you know, landing pages and
capturing leads and stuff likethat. Right? It it's, like, you
know, that it's wild to me thatthey haven't been like, cool.
(23:10):
Let's do, like, the hardestthing, which is, like, taking
all this information that weknow about inbound and putting
together a a cogent strategy,right, but doing that through
the context of, like, yourbusiness and your goals. Like,
why couldn't it put togethersomething like that?
Chad Hohn (23:25):
You know what
George B. Thomas (23:25):
I mean? Sure. They could.
Max Cohen (23:26):
They could. But it's like but, you know, what we're
doing is we're we're doing this,like, ICP stuff and getting away
from the word persona because,like, they're placating to all
Chad Hohn (23:35):
the folks that say
Max Cohen (23:36):
inbound is dead when really when really I know. But
when really, like, inbound isthe same thing, people just call
it, like, different stuff. Andit's like Like, outbound. I
don't know.
Liz Moorhead (23:47):
Outbound. Okay. I wanna pull this out You
Max Cohen (23:49):
know what outbound is. If you read it, it's
inbound. It's all inbound. It'sstill all just inbound. You know
what I mean?
And but people just like to callit something different so they
can sell something else and, youknow, stand out and say, oh,
inbound's dead. We defeated itwith this brand new strategy.
And then you look at thestrategy, and it's like, that
looks like a lot of the same.Right? I muted myself instead of
beat it.
(24:09):
But
George B. Thomas (24:09):
You you, you you like how I know how to just,
like, throw a word out there?Even, like, scrambled eggs. I
just throw that out there, andthen Max just
Max Cohen (24:18):
does this thing. Don't you dare.
Liz Moorhead (24:20):
I know. And then, George, what you do is five
minutes later, like, guys, Idon't wanna have a debate about
this. My what what the fuck?Stop it.
Chad Hohn (24:29):
How could we possibly gotten down this rabbit hole? I
mean, goodness.
Liz Moorhead (24:32):
How could why are you guys keep talking about
content even though it was thevery first example I'd led
within this conversation. Howdare you?
Chad Hohn (24:41):
You guys sure do love
George B. Thomas (24:42):
it. I
Liz Moorhead (24:43):
I just wanna stick with you for a second because I
would actually like us to getback to the thing that you were
pointing out, which is we needto remember what the purpose of
this tool is because it's easyto sit here and say marketing
strategy, but all of thesedifferent things that but it's
this is a very specific contextof which this is being used. So
can you remind us of the purposeof what this is supposed to be
(25:05):
governing within HubSpot?
George B. Thomas (25:07):
Yeah. This entire settings is the bridge
from the human brain to the AI,like, Breeze Copilot agent.
Like, the it's it's the context.It's the the thing that it's
gonna make decisions off of howit's gonna create or act and do.
Like, that's all of thesesettings that we're talking
(25:29):
about, and, again, they need toget more robust over time.
At least that's how the agentsin Copilot and Breeze will get
better over time, because it allcomes down to, like, the amount
of context you can give a, youknow, a a I'll I'll just keep
calling it an agent or, I mean,it is a large language model.
(25:51):
Like, let's just not let's notbe stupid about what's powering
these. That's where where youget to the magic, pieces, the
places is it's understanding.This is just like GPT
Chad Hohn (26:04):
memory, basically. It's the g GPT memory for your
portal that they set up on a pertenant level. Like, each HubSpot
portal is its own tenant. Yougive your tenants some
strategies. Yeah.
Or some custom instructions.Yeah.
George B. Thomas (26:16):
Mix of, like, memory and custom instructions
Chad Hohn (26:19):
Mhmm.
George B. Thomas (26:19):
In HubSpot for your business, like, anyway. But
I got a question.
Chad Hohn (26:23):
Did we ever, like, confirm that this marketing
goals one you know, like,there's no documentation out
there necessarily saying exactlywhat in the world that these two
goals do. I mean, in thesubheading under select
marketing goals, it says add upto two goals for your AI
generated content. That sounds,you know, I mean, I sure do love
(26:45):
content over here, but it soundslike it's pretty content
specific at the moment.
George B. Thomas (26:49):
Well, but you gotta be careful. You gotta be
careful. Email is content. Mhmm.Case studies is content.
Chad Hohn (26:57):
Yeah. Exactly. All gardeners. I'm not saying it's
all right. Mhmm.
George B. Thomas (27:00):
Right. So, like, when when we say content,
me, be careful because inHubSpot, almost anything that's
written word could be consideredcontent. Right? Mhmm. And so it
could but no.
Here's by the way, this thiswhole series might be our subtle
way of begging whoever is incharge of AI data sources and
(27:22):
and what they're building tojust get on a show with us. Just
like come and and let let us askyou, you know, six or 60,000
questions about what's maybesix, maybe 10, not 60,000. But
just let us ask some questionsabout what's really happening
under the hood because I thinkif if the HubSpot users, the Hub
(27:48):
Heroes, if you will, the humansknew what's happening under the
hood. It would help them fillout the details better, know
what to select better.
Liz Moorhead (27:58):
That's the thing that kills me about this whole
rollout. And, again, Iunderstand we are in settings
within settings within settingsfor a specific part of the
platform. But AI was such a hugetentpole of everything they
rolled out this year.
Chad Hohn (28:15):
Mhmm.
Liz Moorhead (28:16):
And I'm finding us having these discussions where a
little clarity, a littlemessaging, a little bit more
direction, an extra knowledgebase article or two would have
made a huge difference. If wespend a whole episode debating
buyer personas versus ICPsbecause the intent of HubSpot
introducing a new term wasunclear and undefined. We have
(28:39):
this tool here, which is eitherthe canoe that we need when we
when we think we need a yacht,or it is something that is the
beginning of something thatcould be great, but it's it's
not giving us enough directionto use it properly. And that's
where I find myself a littlestuck with some of this. Some of
(29:00):
it feels very well developed.
We were able to have much moresubstantive discussions about
the brand voice and tone, andwe've already seen leaps and
bounds with that moving forward.But there is just sometimes a
vacuum of messaging, a vacuum ofdirection that I am struggling
with with some of these newtools that are rolling out.
Max Cohen (29:18):
There is. And I'm wondering how much of it is
because, like, a lot of this,like, new AI stuff in HubSpot is
I'm not saying AI is in charge.Well, much of AI is definitely
in charge, so I think justfundamentally. But I think
they're still, like, very muchin, like, a phase of
experimentation because there'sso many different ways they can
go with it. Right?
(29:41):
And I think this is kind ofjust, like, a product of let's
build some stuff and see whathappens, see how it gets
received even though we don'tnecessarily have all the right
answers of how to use it rightnow. I don't know.
George B. Thomas (29:52):
Well, and I'll throw in here go ahead, Chad.
Chad Hohn (29:56):
I was just gonna say that's a big part of their
philosophy anyway at HubSpot tostart small, iterate, grow, take
because like, I mean, it it'sthe worst as a software
developer to build somethingthat you think people want all
the way. And then they're like,this is not what I wanted at
all. Like, that's soridiculously expensive.
(30:20):
Ridiculously. I know you dealwith a little bit of like, user
fatigue, user frustration whenit doesn't do everything you
want it to, but it's a whole loteasier to just continue to build
on it.
And these are really thebuilding blocks between some of
the things like when, you know,you and George earlier were just
getting inspired about like,man, what if it could help you
(30:42):
do the really hard thing of likebuilding your whole strategy?
Max Cohen (30:46):
They're never gonna do the beginning yet. Right?
Chad Hohn (30:48):
Yeah. They're not how could they possibly be? Right?
Because they don't know forsure. Right?
And they don't know how peopleare gonna use these things, what
they want, what they don't want,what they like, what they don't
like. So, I mean, that's part ofwhy we even talk about this in
in, you know, these episodes.Right? Is we wanna make sure
that at least I mean, ifsomebody's got their ear to the
ground and wants to hang outwith the hub heroes, you know,
(31:09):
they can.
Max Cohen (31:10):
Yeah. We'll even make you a little cartoon superhero.
So
George B. Thomas (31:14):
And and
Max Cohen (31:15):
I that.
George B. Thomas (31:15):
There's that. And and I would say this too is,
like, amount that it changesright underneath their feet.
Yeah. Oh, yeah. And and what Imean by that is AI is, like,
vastly, vastly moving.
The amount of times that I havegone back and I'm gonna dumb
this down, seriously dumb thisdown. But the the times that
(31:37):
I've gone back and recreated aprompt that I've built that was
tried and true to make it betteror do a next thing, or I could
cut a piece because now it justfundamentally like, a new
feature was released orwhatever. Mhmm. Like, just just
in in that, the amount ofiterations. So I can only
(31:59):
imagine, like, trying to build aplatform with this AI and all AI
changing, all the data changing,all the other pieces of the tool
changing around it.
Like, there's so much change totry to keep up with. And here we
come running in of, like, it'dbe great if we could do but but
it would be great if we could dothese things. Like, we
(32:21):
understand. We understand. Wewe're saying this
Chad Hohn (32:24):
out loud. Vision. Like,
George B. Thomas (32:25):
yeah, we see the vision. But Right. Yeah.
Chad Hohn (32:28):
Well, where you're headed, and I think you wanna
advocate for our use case.Right?
Liz Moorhead (32:32):
Well, here's what I will say about that. I agree.
One of the things I always comeback to, and we've said this
multiple times throughout theseries, that that this is the
worst these tools will ever be.And where they are right now at
the quote, unquote worst levelis pretty freaking phenomenal
because HubSpot could be aplatform that takes eight
thousand years to implement anychanges, and they're going to
market with some sort of fullfledged Cadillac worth of tools
(32:55):
before they'd even ask thecommunity what it really needs.
I think the only challenge I'mstill having is that with some
of these, that is very clear.
Right? Like, when we look at thebrand voice and tone stuff, you
could see exactly what thepurpose is. You know exactly
what we're trying to dial into.You could understand, like, hey.
This is where we're startedversus this where we're going,
and it's even leaps and boundsfrom where it started as, like,
(33:16):
a one line thing that you couldenter.
The one thing about this, andthis is where it's just like
it's that knowledge managementdocumentation specialist from
many moons ago who's just kindadry heaving a little bit is that
when I open this up, I don'teven know how to experiment with
it because, George, you saidsomething fascinating at the
(33:37):
start of this episode. What isthe difference between a piece
of AI content, whether that'semail, chat, whatever generated
when it's brand awareness versuslead generation? Why is trust
ever negotiable? Like, there arejust a few things where it's
like, I would just love a littlebit more direction of, hey. Try
experimenting with this or thisis what it might look like to
(33:59):
give me a little meat on thebones to get it started.
But what I would like to hearfrom you, George, because
George B. Thomas (34:05):
It's funny how you guys won't let go of trust,
but we haven't been on a,rampage that education should
just be a thing consideringinbound is literally create
valuable informational contentas a magnet to bring pea. And,
like, we're Oh,
Max Cohen (34:24):
I hate the word magnet. Oh my god.
George B. Thomas (34:26):
I'm just saying. It literally was a
picture of
Chad Hohn (34:28):
a magnet.
Liz Moorhead (34:29):
George, take us there. How do you feel about
education being negotiable?
George B. Thomas (34:34):
No. I'm just saying I can't believe you guys
haven't been, like, just trust.Trust. Trust. Trust.
Listen. Trust and education are,like, table stakes to me. But
they're all But then that butthat that then leads that you
only have, like, three optionsto and you only pick two.
Liz Moorhead (34:52):
So brand awareness and lead generation. And brand
awareness is always such a funnything for me as a goal. What
brand awareness is always afunny thing. So you do we want
them to be aware of us sothey'll go to brunch with us?
Like, no.
We want them to become leads. Wewant them to become part of our
community. Like, there's the itit appears. I love brunch. Girl
(35:13):
loves a good brunch.
George, as someone who has spenta lot of time experimenting over
many, many years with newHubSpot tools as they come out,
what are some of your do's anddon'ts for people who are
looking at this particularsetting or any of the other
settings as this tool continuesto evolve?
George B. Thomas (35:32):
But here's but here's the fun thing. Like, my
brain is in a different placeafter this podcast than it was
before this podcast. Becausehere's the thing. So if I go
into my portal right now, I havelead generation, and I have
engagement selected, which I'mlike, yeah. That's what I wanna
(35:53):
do.
I wanna get engagement, and Iwant lead generation. However,
based on this conversation, whatI would say is if they're
nonnegotiables, then why didn'tI pick trust in education?
Because I can focus as a humanon making sure that it's, you
know, lead generation or thatI'm saying it in a way that
(36:14):
might be conversational orgetting engagement. But I,
without a doubt, wanna buildtrust, and I wanna build
education. And I I feel likethat's gonna also really impact
the length of content and thevoice and tone of content if I
select in my in understandingwhat I know about other models
(36:36):
in AI like Claude and GPT, like,as soon as you start to say,
like, education, meaning, like,PDF, like, log article, like,
you you start to get longeranswers or outputs than than you
typically do if you're justlike, give me this thing.
So, you know, maybe, like, ifyou're just not sure, maybe you
(36:57):
just pick trust in educationbecause those are
nonnegotiables. But Yeah. Atleast use it. And and then,
again, like me, I I would Icould change it over time, I
guess, because right now it'slead generation engagement. But
after this podcast, I might justgo put trust in education
because that's who we are andwhat we do.
Chad Hohn (37:14):
Yeah. I think, you know, again, this this to me, at
least at the moment, I wouldimagine based on, like, just
software development andarchitecture that these are,
like, prioritize these things.Right? That's how I would
imagine that this is being fedinto the engine. Right?
Is like, make sure that theseare the most important things
(37:36):
while all of them will probablystill all occur in some fashion,
right, all the time, you know.So I think whereas last week, we
were like, hey, if you don'thave any clue what you should
put there, maybe don't putanything at all. Whereas this
one is like, I think trust ineducation is a good default if
(37:57):
you don't have a better option.Right?
Liz Moorhead (37:59):
I would a % agree with that because you're you to
George's point, those are kindof table stakes. You know? We
we've talked repeatedly,throughout this entire podcast
since it began about howeducation and trust are kind of
like that. That's what we'rethat's we're in the business of.
Right?
Mhmm. I would be curious to seeif anybody would do some testing
(38:25):
with some of their AI tools ofwhat happens and what how the
outputs change depending on whatyou select. I'd be so curious
George B. Thomas (38:32):
about that. Here's the here's the fun thing,
and not to be that guy, but I'mgonna be that guy. I literally
just tried to change it in myportal. If I try to put
education in the little box, Iget an error screaming at me, a
red box saying I can't addeducation. So there's a glitch
in the matrix, but that's thestart
Liz Moorhead (38:52):
here. What? What were you trying to change it out
from?
George B. Thomas (38:56):
I well, I removed my marketing goals
completely.
Chad Hohn (38:59):
Oh. And then I tried to too.
George B. Thomas (39:01):
I I tried to put trust in education in there,
and I, got an error. So Iremoved education, and it saved.
And I added anything buteducation and it saved. But as
soon as I try to add education,I get an error. So HubSpot,
you're probably not listening tothis or watching this, but
there's a glitch in the matrixwhen it comes to, like,
selecting education in themarketing strategy goal.
(39:23):
But this does go back to this isthe worst it'll ever be. They're
building it so that we can moveforward. And somebody just needs
to do a support ticket on, canwe make education work? Because
trust and education are, like,no brainers.
Liz Moorhead (39:38):
I was gonna say, the thing that I find
fascinating about this is that,of course, we have to to have a
setting like this. Because if wethink about any of the AI tools
that we use for anything, youhave to give it a goal. You have
to give it something of, like,oh, this is what we are trying
to accomplish with these people.So there there's the other side
of this because I was talkingwith a couple of friends about
(39:59):
this this weekend to useHubSpot. We were I was just
curious.
What do you think when you seethis tool? And a couple of
people said, well, if it's justso simplistic, why are you gonna
bother having it? And it's like,because you have to give it a
goal.
George B. Thomas (40:11):
Wow. Anyway, never mind.
Liz Moorhead (40:13):
George just glitched out. Talk me through
what just happened on your face.
Max Cohen (40:16):
His education button got switched off.
George B. Thomas (40:19):
Well, no. Yeah. Yeah.
Liz Moorhead (40:21):
My education education goal. What do we do?
George B. Thomas (40:24):
Well, I don't know what friends you are
talking to, and so I don't wannabe rude because they might
listen to this or watch this.
Liz Moorhead (40:32):
They do not listen to this show. You're fine.
George B. Thomas (40:34):
But but I'm like but I'm like, just because
it's simple doesn't mean it'snot powerful. Like, think about
AI and prompting. Like, I cansay I can say, as a professional
writer or as a social mediastrategist or as a right. Like,
those two words or that thatword or whatever, it simple,
(40:58):
massive effect on the output.Massive effect.
And so that's why I'm saying,like, even though we can only
select two of these, we have noclue the potential massive
impact that this makes to all ofwhat is coming out the other
side of what we're creating. Andso imagine this. I want you to
(41:19):
go sell your business, andproducts and services to anybody
on the planet. But first butfirst, I'm just gonna wipe it
from your memory so you don'tknow jack squat about it, and
then go do that. You you youneed the understanding.
You need the context as a human.Mhmm. It needs the
understanding. It needs thecontact con context as a system.
Chad Hohn (41:43):
But I anyway,
George B. Thomas (41:44):
I'll get to
Liz Moorhead (41:44):
me is that there was such a high degree of
overlap and similarity betweenthe goals that were given. And
they had a similar reaction of,like, when am I never going to
have trust there?
Chad Hohn (41:54):
Yeah.
Liz Moorhead (41:54):
You know, there were a couple of things where it
was like they were like, this isso simplistic and without
direction, I'm not even sure howto use it. But I think to what
we've been trying to say here isthat, like, we have to give it a
goal of subtype, guys. We haveto give it a goal. And let's be
honest. While some of us aresitting here going trusted
education or where it's at, goto sub c suite leaders.
(42:15):
They probably might not have thesame answer. You're like, yeah.
Trust is important, but I wouldlike to generate leads, please.
Please and thank you. Somethingmeasurable.
Something less warm and fuzzy.
Max Cohen (42:24):
Is I I can't remember because I haven't been on I I
haven't looked at the pagerecently. But, like, does it
does it give zero context towhat it actually does?
Liz Moorhead (42:33):
Does does not say anything, and there's no link to
everything
Max Cohen (42:36):
that you're in the article. It doesn't say the AI
will keep this in mind as it'screating content across
everything for you.
George B. Thomas (42:43):
In in knowledge articles
Liz Moorhead (42:45):
for your AI judder.
George B. Thomas (42:46):
Yeah. In a in a knowledge article, it says,
like, one line. Do you havethat, Liz? Like, maybe it's a
line
Liz Moorhead (42:51):
and a half. I could read it. It's I could read
it. It's select marketing goalssuch as brand awareness,
engagement, or more. You couldselect up to two marketing
goals.
That's what it says. I got toexplain anything. But we have to
take this literally. It is amarketing strategy. It is not a
sales strategy.
So it is meant for explicitlymarketing activities. So if we
look at through it at that very,very binary lens, if I get
(43:13):
really black and white aboutthis, it is how you define your
marketing. What is it you'retrying to accomplish? Depending
on where an organization is intheir journey, they may be more
emphasizing on the brandawareness piece. But the
challenge I have, and this iswhat I think we started to talk
about at the beginning, is thatthat shifts depending on the
(43:34):
context.
You know, I'm not always talkingto all of my audience at the
same time with the same tone ofvoice and the same goal,
particularly since they're allping ponging through their own
buying journey. But we havecovered a lot of ground today, I
think. I know we're all do wefeel more confused, less
confused? How how are wefeeling, guys?
Max Cohen (43:56):
Feeling optimistic about the future.
Liz Moorhead (43:59):
Max?
George B. Thomas (43:59):
Yeah. Yeah. You are.
Liz Moorhead (44:02):
Tell us why. Yeah.
Max Cohen (44:03):
It's the worst it's ever gonna be.
Chad Hohn (44:05):
It's the
Max Cohen (44:05):
worst it's ever gonna be. They put it out in this sort
of, like, clearly this, like,testing state to spur
conversations like this, right,amongst users and people going
through the beta or whatever itmay be. Right? And they'll fine
tune it over time.
George B. Thomas (44:21):
You know
Chad Hohn (44:22):
what I'm surprised?
Liz Moorhead (44:23):
To understand, Max. You literally said I'm
optimistic. So you'll have toforgive me for eventually being,
like, are
George B. Thomas (44:30):
we sure? Wow. I am.
Max Cohen (44:32):
I'm optimistic.
Chad Hohn (44:33):
Don't freak me out.
Max Cohen (44:34):
I always I always I always bet on HubSpot, baby.
You're never gonna hear me notnot bet on HubSpot.
Liz Moorhead (44:40):
We always bet on Big Sprocket over here. But,
Chad, what were you gonna say?
Chad Hohn (44:43):
No. I was gonna say, you know, one of the things I
noticed that I didn't notice,is, like, you know, whenever
anything new comes out inHubSpot, you get, like, 800 CSAT
happy medium sad faces and giveus feedback about this thing.
Oh. Right? I haven't seen thatanywhere in the data sources
tab, which I'm a littlesurprised about.
(45:05):
Mhmm. You know how, like, oh,the new advanced filters view.
How did you feel about theadvanced filters? I mean, I
guess maybe I'm in a lot ofportals, so I see it more often
than, you know, people who arejust in less portals. Right?
Who are just super adminingtheir own. But still, like, I
never saw I never saw any CSATor any feedback survey function
(45:27):
here, which I'm, again, a littlesurprised about. I've even
gotten, you know, productmanagers who just, like, emailed
me from one of those before andasked for more context. Right?
Which is I love that aboutHubSpot, and I know they bet on
their users.
And so I'm just a littlesurprised I haven't seen that.
George B. Thomas (45:44):
Yeah. No pop up here, which, by the way,
totally not about this episode.But I wish there was a a don't
show me that ever again in allthe portals that I'm in button.
Oh
Chad Hohn (45:53):
my god.
George B. Thomas (45:54):
Yes. But I don't need startup guides. I
don't need to give you myfeedback on the if you want my
feedback, you got my email. Wecan talk. Like, anyway.
But that's just me.
Max Cohen (46:06):
They need a they need a button they need a button in
that onboarding flow where itsays, what type of HubSpot user
are you? And it's, like,salesperson.
Chad Hohn (46:12):
And then
Max Cohen (46:13):
there's this one thing at the bottom that says,
I'm George b Thomas.
George B. Thomas (46:16):
No. No. No. No. No.
No.
Liz Moorhead (46:18):
No. No.
George B. Thomas (46:19):
GST time.
Chad Hohn (46:20):
Yeah. It's like it's like, oh, yeah. We're in GST.
George B. Thomas (46:22):
No. You can't get that specific. The bottom
butt the bottom button could befor many people out in the
ecosystem, and it just says, I'ma I'm sure you have HubSpot.
Max Cohen (46:31):
Yeah. You have one for them, and then you and then
you have a George b Thomasbutton. No.
Chad Hohn (46:35):
Yeah. It's HubSpot I mean, that's it's above HubSpot
god, actually.
Max Cohen (46:39):
Yeah. No.
Chad Hohn (46:41):
No. No. It's not.
Liz Moorhead (46:42):
But, Chad,
George B. Thomas (46:43):
to your point a guy.
Chad Hohn (46:45):
I'll be
Liz Moorhead (46:45):
on okay. First of all, we're gonna talk about that
later, George. You know that.Chad, to your point, I will say
this. If I cook a bigThanksgiving meal for something
and there's a side dish whereit's the first time I've test
drive that recipe and I'mfeeling a little iffy about it,
guess who's not proactivelyasking anybody what they thought
about that corn casserole?
This girl. We're gonna focus onthe turkey. We're gonna focus on
(47:06):
the mashed potatoes. We're gonnafocus on the So
Chad Hohn (47:08):
you're just gonna yeah. You're gonna look at the
sentiment as people are arejamming that corn casserole in
their mouth and then see
Liz Moorhead (47:15):
That's right. That's right. But unless you're
coming up here to tell me I'm sopretty, like, let's just let's
not have the conversation noneof us wanna have, which is
everybody's uncomfortable. I
Chad Hohn (47:25):
don't know
Max Cohen (47:25):
if you're really seeing
Chad Hohn (47:26):
the full sun afraid of feedback, though.
Liz Moorhead (47:29):
I know.
Max Cohen (47:30):
The sentence, jamming that corn casserole in your
mouth just really made meuncomfortable.
Chad Hohn (47:37):
I'm here for you, Max. Well
Liz Moorhead (47:39):
George, please, for the love of all that's
Max Cohen (47:41):
holy. Yeah.
Liz Moorhead (47:43):
No. No. He's zooming in. George, take us
home. What do you want ourlisteners to go home with from
today's scintillatingconversation?
George B. Thomas (47:51):
Yeah. First of all, from the human side of
marketing strategy, trust ineducation, our table stakes,
make sure you're doing that. Butwhen it comes to bridging that
gap with HubSpot, make sure yougo into AI, go into data
sources, make sure you listen tothe historical episodes that
we've done on brand voice andtone and customer profiles and
(48:11):
all of that good stuff. Butdefinitely go in and at least it
it'll take you a second. Selecttwo marketing goals that you
wanna give some context to thesystem around when it comes to
the content and other elementsthat you'll be generating or
using inside of HubSpot.
That's my 2¢. Okay, Hub Heroes.We've reached the end of another
(48:35):
episode. Will Lord Lack continueto loom over the community, or
will we be able to defeat him inthe next episode of the Hub
Heroes podcast? Make sure youtune in and find out in the next
episode.
Make sure you head over to thehubheroes.com to get the latest
episodes and become part of theLeague of Heroes. FYI, if you're
(48:57):
part of the League of Heroes,you'll get the show notes right
in your inbox, and they comewith some hidden power up
potential as well. Make sure youshare this podcast with a
friend. Leave a review if youlike what you're listening to,
and use the hashtag, hashtag hubheroes podcast on any of the
socials, and let us know whatstrategy conversation you'd like
(49:17):
to listen into next. Until nexttime, when we meet and combine
our forces, remember to be ahappy, helpful, humble human,
and, of course, always belooking for a way to be
someone's hero.
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