Episode Transcript
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Intro (00:01):
Do you live in a world filled with corporate data? Are
you plagued by siloedapartments? Are your lackluster
growth strategies demolishingyour chances for success? Are
you held captive by the evilmenace, lord lack, lack of time,
lack of strategy, and lack ofthe most important and powerful
(00:22):
tool in your superhero toolbelt? Knowledge.
Never fear hub heroes. Get readyto don your cape and mask, move
into action, and become the hubhero your organization needs.
Tune in each week to join theleague of extraordinary inbound
heroes as we help you educate,empower, and execute. Hub
(00:46):
Heroes, it's time to unite andactivate your powers.
Chad Hohn (00:52):
Alright, Max. Badge off.
George B. Thomas (00:54):
Nice. I I I see what you're doing there,
Max. So uh-oh. Oh my goodness.If you're watching this.
Hey. So first of all so first ofif you're watching this, I might
have to clip this. Matty Matty,we should probably clip this.
Max is flexing. Max, how many ofthose there tags do you have?
Inbound tags.
Max Cohen (01:13):
Oh, these actually hold on. These are impostors
right here.
George B. Thomas (01:18):
Oh, those are impostors.
Max Cohen (01:19):
I got I got this one and I got last year's.
George B. Thomas (01:21):
Gotcha. Okay.
Max Cohen (01:22):
I can't find my other ones. I've got like nine of
them.
George B. Thomas (01:24):
Alright. There we go.
Max Cohen (01:25):
This is flywheel kickoff. Oh, shit. That was that
was in here, baby. Dude. That'sthat was That's Those are all in
here.
His squats, dude. He just putshis
George B. Thomas (01:36):
I just put my my HubSpot Academy
certifications. See all thosecert cert badges. It's like my
with
Chad Hohn (01:45):
all that on.
George B. Thomas (01:45):
It I it's hard. It's hard. It's my it's my
inbound mister t starter kit, ifI'm being honest with you. But
let me hang it back up. Hey, sohere's the thing.
Ladies and gentlemen, It's we'reback from been a week or so
since inbound, but thingshappen. We're finally recording.
Guys, let's kick this off as Ihang these back up. If you could
(02:06):
describe this year's inbound,inbound 2025 with one word, what
would your one word be?
Max Cohen (02:14):
Guy, dude. Loopy.
George B. Thomas (02:16):
Oh, okay. So we've got AI, We've got loopy.
And I'll say strange. Max, whywhy AI for you?
Max Cohen (02:29):
I don't know. Because it's the only only word that I
heard the entire time when wewere there.
George B. Thomas (02:34):
Well, you you obviously
Max Cohen (02:36):
I got so sick of hearing it, man. Yeah. Yeah. And
and you wanna know what was,like, the the worst part about
it all is, listen, I get they'retalking about AI. Yeah.
Like, man, you know, I don'tthink on the way back to the
airport, I don't think I saw asingle billboard that didn't
have the word AI in it. And I'mjust like, what are we doing?
(02:58):
What are we doing? And then,like, when I got into the
airport, all the big digitalsigns that they have AI ad after
AI ad after AI ad after this,that and that with AI and AI and
AI. I was just like, now I justcringe when I hear the word.
I'll be so honest. I think it'scool. AI is super sick. It's
great. But man, am I sick ofhearing about it?
George B. Thomas (03:20):
It's funny because I heard Remington beg.
He did a post and he was like,Are you sick of hearing it yet?
I'm sick of talking about it.And I think it's interesting
because there has to be a deeperlevel to even why you're using
the AI or having the AIconversation. But but anyway, we
(03:42):
might we might swing back intothat.
Chad, you said loopy. Talk talkto me about why your word was
loopy.
Chad Hohn (03:49):
Well, there's the obvious reason, loop marketing,
but I think there were just somany, like, you know, like, it
was all a bit loopy. There wasso many things. I think there
was double the number of productupdates this year compared to
last inbound. That's a lot ofstuff, like, and that'll make
(04:09):
you loopy trying to keep it allstraight. It's pretty wild how
many different things that theylaunched.
I'm a lot of it's really cool.Like, there's a lot of really
quality of life improvements.There's, you know I mean, the
fact that something started tochange while I was gone, that's
kinda not great. Like, oh, theUI is different. My teams, you
(04:31):
know, look at that.
What?
George B. Thomas (04:33):
We'll get to that. We'll get to that. So so
loopy. Yeah. A whole bunch ofupdates.
Yeah. A whole bunch of humans.Then of course, yeah, marketing,
you kind of alluded to, which wemay or may not circle back into.
I said strange. I'm sayingstrange because of a couple of
different reasons.
(04:54):
One, it wasn't in Boston. We allknow that. It was in San
Francisco, which which was kindof strange. Right? It I asked
Max Cohen (05:01):
The lack of Dunkin' Donuts was strange.
George B. Thomas (05:02):
Oh, brother. Brother, don't get me started on
the Dunkin' Donuts. By the way,because of that, do you wanna
know the number of coffees?Okay. Let's play a little game,
and then I'll get back to why Isaid strange.
Take a wild guess, the number ofcoffees that I had while I was
in San Francisco.
Max Cohen (05:21):
Oh, you're on East Coast time, so you're fighting
your your jet lag a little bit.Wait. Are you talking like
total? Like Yeah.
George B. Thomas (05:29):
Plain old was there, how many coffees do you
think I drink?
Max Cohen (05:32):
You were there Monday to Friday?
George B. Thomas (05:34):
Tuesday to Saturday morning.
Max Cohen (05:36):
Tuesday to Saturday morning?
George B. Thomas (05:37):
Yeah.
Max Cohen (05:37):
Oh, so you mixed another morning into there?
Yeah. Yeah. I didn't didn't seeyou at the company. I'm gonna
get 26.
26.
George B. Thomas (05:47):
Oh, man. You said 26. Yeah. Chad, you said I
I didn't see the cup
Chad Hohn (05:52):
in your hand once. And I'm gonna say zero.
George B. Thomas (05:55):
Oh, okay. We got 26 and we got zero. Guys,
the total number of coffees thatI drank in San Francisco, one.
Max Cohen (06:04):
What?
Chad Hohn (06:04):
One. One.
Max Cohen (06:05):
Why?
George B. Thomas (06:05):
I drank one because there was no Dunkin'. I
was just jamming around and Iwas speaking and talking and
talking to people. And finally Igot to Friday and the event's
over. And I go, babe, you knowwhat I want? Because my wife was
with me.
I didn't just call some randomperson babe.
Max Cohen (06:23):
You called
George B. Thomas (06:23):
me, babe.
Chad Hohn (06:24):
You know
George B. Thomas (06:24):
what I want? We're, like, taking the Rice
Roni trolley to the Fisherman'sWharf. You know what I want?
Goes, what do you want? I go, Iwant a coffee.
And so I got a coffee whilewe're actually walking around
after the event was over. SoMhmm. No Dunkin's equal George
less caffeinated, but stillexcited. So so it was just a
strange event, right? I was notcaffeinated.
(06:45):
I was in San Francisco. I askedfor directions more ever in like
the last nine years of like,where's this room? Where's this
room? Like, how do I get here?Because I didn't have time to
not like, just go hunt for it.
Like, I had to get there and doa thing. It was just strange.
Here's the other thing. I feellike they had us in a little bit
(07:07):
of a bubble. Okay.
And here's people love this showbecause we call a spade a spade
and we talk about things thatsometimes we should and maybe
sometimes we shouldn't. Butlisten, I we stayed like after
the event was over. Now, theevent was happening, the
sidewalks were getting sprayedoff. There were security guards
all around. It seemed like itwas like a pretty like, it was a
(07:30):
dope place.
Now you can tell San Francisco,it has its, it's still trying to
come back from like financiallyfrom COVID because I heard
multiple people that live therekind of talk about this. But
seemed like, oh, okay, it's anice city. And it is, by the
way, it is a nice city. However,when inbound left and the
(07:53):
security guards left, it was atotally different place. It
switched.
And so Friday night andSaturday, was like, Oh, this got
strange. And so that's why. Itjust felt different. I'm glad
that we're going to be headingback to Boston. I'm excited for
(08:14):
next year already.
Then we just got done, butloopy, strange and AI. Those are
our one words. Okay, so let's,that sums it up ladies and see
you next week. No, just kidding.So talk me through Max, Chad,
like, the the big productannouncement.
What was the the productannouncement that you were like,
(08:36):
oh, okay. Chad hit it.
Chad Hohn (08:40):
I'm thinking that they were gonna have an agent
builder directly inside ofHubSpot. I'll tell you that.
Like, I was not expecting, like,you to be able to build your own
MCP tools for native insideHubSpot Breeze. Yeah. That's
pretty BA.
Yeah. Like, that's really,really, really, really powerful
(09:01):
because you can leverage anykind of custom solution. You
know, people are gonna stopasking for API docs and start
asking for MCP servers. Youknow? Like, I mean, it's pretty
pretty crazy to think thatthat's the world we're moving
to.
Max Cohen (09:16):
Yeah. Yeah.
George B. Thomas (09:17):
Can I get a can I get a ClickUp MCP server,
please? Mhmm. Like I
Chad Hohn (09:22):
think there might be one.
George B. Thomas (09:24):
Man, we I need to find out because that's the
missing thread for me on acouple things. Max, go ahead.
Big big product announcementthat you're Well oh my god.
Max Cohen (09:32):
Well, no. I think that I mean, just kind of
building off of what Chad saidabout the what is it? Breeze
Studio is the thing that letsyou build your own, like, agents
or whatever. I didn't quiteguess I didn't quite understand,
like, you know, those, like, AppStore agents that well because,
like, I didn't know that, like,you would use Breeze Studio to,
like, invoke a bunch of themtogether to do something. Right?
(09:54):
Which I thought was, like,pretty cool. Yeah. Harry Bevins,
the guy that runs Line Pilot,came and actually, like,
explained it to me because Iclearly didn't understand what
it was. I thought it was just,like, talking to a chatbot for,
like, that app, telling that appto do something. But in reality,
you could use Breeze Studio toget all these things to, like,
work together, which is, like,really wild and kind of broke my
(10:15):
brain a little bit.
Chad Hohn (10:16):
Yeah. Multi app. You could do, like Yeah. You could
make a framework where it'sdesigned to go through a
specific sequence of events forsome sort of purpose. So it's
almost like building a playbookfor an agent.
Max Cohen (10:28):
Yeah, it's really sweet. I was pleasantly
surprised to see that projectsthing come out too. That, you
know, it's interesting. I've hadmy big gripe with all of these,
like, new sort of like standardobjects that live in that object
library has always been that,like, they tend to release
(10:50):
objects and give them a namethat sort of implies there's
some additional functionalitybehind it. Right?
So like, you know how they cameout with like the appointments
tool. I mean, the appointmentsobject, but like no way for
people to book thoseappointments. They came out with
the listing object with nointegration with an MLS system.
(11:10):
Right. And like, it's kind oflike, why aren't we just kind of
making these things?
Because a sales rep that doesn'treally understand the nuance of
that's gonna be like, oh yeah,you can book appointments, just
use our appointment object.Right? Know? And it sucks. But
then, you know, they they cameout with projects and they came
out with a Gantt chart view,which is Yeah.
Chad Hohn (11:29):
Have you messed around with that at all? Not
Max Cohen (11:31):
at all. Not at all.
Chad Hohn (11:32):
It's pretty cool. I mean, like It looks really neat.
Yeah. I I think the thing thatthey need to, like, really make
that take off is task customobjects or sorry, custom
properties. They don't have thatquite just yet, but, like, being
able to be a little bit morefree with the task and the task
editor.
And then but I'm sure that's onthe roadmap. I literally had
(11:52):
product
Max Cohen (11:53):
manager come up to me and tell me they were doing that
at the show at some point. Notonly that, I heard I'm not say
who it I also heard somethingaround custom activities, which
might be interesting. We'll seeif that's actually something I
heard correctly. Yeah, that'ssuper cool. I mean, big thing
(12:14):
for me though, being like theapp person, something that
dropped, which we didn't knowanything about was that they're
gonna let they're gonna givelike app developers the ability
to create like full screen appexperiences.
Right? So instead of being likeregulated to just like a UI
extension, they're gonna give uslike an entire page surface to
(12:35):
play with, which is like reallycool. So I'm super excited to
see what we do there, you know?But yeah, it was cool.
George B. Thomas (12:44):
I wonder how much more of that's gonna happen
because like, sorry, Chad, I'llswing back to you in
Chad Hohn (12:48):
a second.
George B. Thomas (12:49):
Like a couple of things that come to my mind.
One, if you're listening to thisand you haven't messed around
with like the new Breezeassistant, like what I'm saying
when I say new, like theupdates. Yeah. Like I connected
my email, I connected mycalendar. It now has memories.
There's a Breeze marketplace.The Breeze assistant is going to
(13:09):
be able to be more than you everthought it was. One of the
things that we were doing lastweek when we were getting ready
to record this episode and thenwe didn't end up recording it,
literally I said, Can you checkmy email? It checked my email,
and then I said, Can you createtasks so I can remember actually
follow-up on those emails? AndBreeze created those tasks and
(13:31):
associated them to the humans.
You can go full screen, right?And so if you haven't messed
with Breeze and seen how deepyou can dig into it, it's
getting crazy layered that onwhat Chad just said.
Chad Hohn (13:46):
Yeah. If you haven't messed with Breeze in the last
thirty days, it's a whole newworld. Yeah.
Max Cohen (13:51):
Yeah. Crazy. George, there's a funnier story behind
how that actually happened.Right? Like you and me were
talking.
George B. Thomas (13:57):
Yeah.
Max Cohen (13:57):
And you were like, oh, look. Like, you could hook
up email now as a source whenyou talk to Breeze. You talk to
Breeze and you were like, oh,give me a synopsis of my email
inbox from the last week. And itwas like, yeah. And it it
literally, like, itcongratulated you on doing a
good job at delegating stuff topeople because it noticed that,
like, things were getting takencare of.
And it's like, you only got acouple of things. And then I was
(14:18):
like, George, wouldn't it becrazy if, like, one day it was
like, oh, can you make me tasksto follow-up on those things?
Right? And we're like, yeah.That'd be crazy.
George B. Thomas (14:27):
And then you're like I tried it.
Max Cohen (14:28):
Wait. Me just try
Chad Hohn (14:29):
it.
Max Cohen (14:29):
And you tried it. Yeah. I fucking did it. Yeah.
It's because it's like, I waslike, wait.
Wait. How far along is all thisstuff that I like, I don't even
George B. Thomas (14:37):
Max is like, when it was nice and one day,
then one day
Max Cohen (14:40):
was then literally one day was that that thirty
seconds later. Right? Which
Chad Hohn (14:44):
is Yeah.
Max Cohen (14:46):
Cool to see.
Chad Hohn (14:46):
It's because they more or less, they've added a
lot of functionality of the MCPserver Yeah. To Breeze. Not all
of it because but they you can,like, actually talk to it and
add custom properties and it askit questions about your property
schema, like the structure ofyour lot your properties and all
(15:08):
that sort of stuff already, andit will analyze data. It's very
impressive. It doesn't work,like, for a long, long time just
yet.
I've had some stuff where I'mlike, hey. I wanna, you know, do
some data transformation, almostlike a workflow, but with a
little bit more AI in the middleand not having to, like, build
out a weird workflow to do it.Yeah. And it did, like, maybe
(15:32):
five out of 400 deals that Iwanted it to modify because it
it wouldn't work this is for Maxagentically.
Max Cohen (15:41):
Worst worst one human
Chad Hohn (15:43):
language ever invented. It wouldn't work
agentically for a long period oftime. Yeah. Yeah.
George B. Thomas (15:48):
But
Chad Hohn (15:48):
I think that's on the horizon.
Max Cohen (15:50):
So Yeah. Here's here's my take on this. You want
you want normal people to adoptAI. Start stop using words like
generative and agentic. Like, itjust it like, people don't
understand AI.
Chad Hohn (16:02):
My mom ain't never gonna use that.
Max Cohen (16:04):
Yeah. But it's just like, oh, it's it's all agentic.
It's like, brother, we'realready coming up with too many
new words for this shit. It'scrazy.
George B. Thomas (16:11):
Yeah. Can I can I just say, look at us
talking about AI? Isn't thatfunny? Anyway I know. Right?
Let's let's move on. By the way,I I literally did release an
article earlier this week aboutAI assistant assistant versus
versus AI AI partner, becausethere's a whole mindset shift
that needs to happen around itbeing a partner, not being an
assistant. That came out of mytalk in Inbound. I said it from
(16:32):
stage and I didn't reallyunderstand why I said it from
stage, but it's where my brainwent. So I put that out in the
world.
If you're curious what I'mtalking about, can go to
psychicstrange.com, look at thearticle, AI assistant versus AI
partner. But let's get back onthe inbound kind of recap thing
here. Any big surprises that youguys were like, and other than
(16:55):
software, but just like maybe itwas the space, maybe it was
something else?
Max Cohen (17:02):
I mean, I I I the mhmm. I liked the layout a lot.
I don't know. Okay. There ourmarketing manager, Nikki, who's
Yeah.
Really, really good at the tradeshow thing, had a much more
tactical informed and educatedbreakdown around why she didn't
(17:24):
like it, mostly because of thetraffic. Right?
George B. Thomas (17:27):
Okay.
Max Cohen (17:27):
It is it was, you know, it was different in that,
like Mhmm. The booth track Yeah.You you had to wanna go to the
booths. Yeah.
Chad Hohn (17:34):
I was exactly what I was gonna say. Right? The booths
used to be, like, in the samespace as the HubSpot product
area.
Max Cohen (17:42):
Yeah.
Chad Hohn (17:42):
And you had to go through the HubSpot product area
to get to the keynote. Yep.Right? Yeah. Now you'd go
downstairs and you either youhad a decision point, you had a
fork in the road.
Right?
Max Cohen (17:54):
Right. And like, so a lot of people just like went
upstairs, didn't really gothrough the booth. So like a lot
of the people in the booth werelike, where's that traffic? You
know what I mean? Like, I stillfeel like we had a lot of
traffic, right?
I didn't stop talking the entiretime.
George B. Thomas (18:07):
Yeah.
Max Cohen (18:10):
As someone who just like, just doesn't understand
all that at like a very deeplevel, like I liked how
interesting, like, the boothlayout stuff was. Like, it was
instead of just one straightline and it was just kinda
something you had to walkthrough, it very much was very
interesting and intricate. Thelayout had a lot of interesting
(18:30):
curves and angles and, like Mijabob and weavey. Prizes around
every corner. You know what Imean?
It felt very Mhmm. Organicorganic, almost like a little
little see, I said organicbecause we've been saying Agent.
Organic. Oh my god. I hate I'mgonna start using that word now.
Organic. That's just shit.
Chad Hohn (18:47):
Like, get my social organic traffic.
Max Cohen (18:50):
Yeah. Look at this organic content we've created.
And it but it was it always feltlike there was something to
discover down there. So I didkind of like the you know, it
didn't feel like you just saweverything like immediately and
you're like, okay, this is it.Like it felt very like there was
a lot to explore,
George B. Thomas (19:10):
which I thought was Chad, big surprises
or big surprise.
Chad Hohn (19:16):
Yeah. I just I I I think it's interesting to think
that when you're walkingdownstairs, you're literally
walking underneath the road intothe keynote. I think that's,
like, weird for people because Ipointed it out to a couple of
people. They're like, oh, oh,yeah. You're right.
Like, we're in the otherbuilding all of a sudden.
George B. Thomas (19:35):
You know? Yeah. My wife was born
Max Cohen (19:37):
for us to be underground.
George B. Thomas (19:39):
Yeah. My my wife was one of those people
because she kept telling me forlike a couple days, We don't go
into that building, we go intothis building. And she's like,
It's interesting, we only usethat building the first day. And
then she came to me like day twoor three and was like, You know,
actually we have been using thatbuilding. Chad told me, like
when we And I was like, oh.
Oh, okay. I guess we do. Yeah.
Chad Hohn (20:01):
It's just I mean, that's just like, you know, one
of those things about the theevent center and and whatever.
But I I felt like it was veryinteresting that, you know, all
the all the HubSpot stuff wascompletely separate from all the
booths. It's obviously, therejust wasn't enough room Yeah. To
have it all together, right,because of the way the building
was. But I felt like that was anan interesting thing.
(20:26):
You know, the layout was cool. Idefinitely plus won that on Max.
But
Max Cohen (20:30):
Yeah. Oh, that's one other surprise. I I got a
Mountain Dew in the water, andit cost me $15.15 dollars. Oh.
That was a fun surprise.
George B. Thomas (20:39):
Yeah. Let's not talk about my taxi surprise
that was like $67. But anyway,that's the surprise I wanna talk
about is honestly like loopmarketing. That was a surprise I
to like, wait, what? What ishappening right now?
Like, listen, and it's notbecause I'm a loop marketing
(21:00):
hater. It's because we onlytalked about marketing. Like, we
didn't talk about sales. Wedidn't talk about success or
service. Didn't right?
Like, we
Max Cohen (21:13):
talked about how my saving grace. But yeah.
George B. Thomas (21:17):
Okay. Well Because Yeah.
Max Cohen (21:19):
Go ahead. Dude, I was crashing the hell out during the
when they, like, showed the loopstuff.
George B. Thomas (21:28):
Right?
Chad Hohn (21:29):
Yeah. On partner day.
George B. Thomas (21:30):
You mean you were, like, going down in
flames, like, mentally, like,what
Chad Hohn (21:33):
is happening?
Max Cohen (21:34):
I was about to walk out. Not gonna lie. Yeah.
Because it looked at it assomething that was, like,
replacing the flywheel. Yeah.
Right? And I think that's thewrong way to look at it. That's
not what's happening. I thinkalso it's like, you know, just
because they didn't mention itdoesn't mean that it's replacing
it. Right?
George B. Thomas (21:51):
Yeah.
Max Cohen (21:52):
Right. You know, there is a separation between
what is inbound marketing andwhat is the flywheel, right? You
know, the flywheel, attract,engage, delight, that kind of
encompasses all the big majormotions and things you're
generally using HubSpot to kindof support you doing. Right? And
HubSpot was built to supportthat strategy.
(22:13):
Right? And I think it still is.Right? But the reason I loved
inbound so much is like, man,that is so easy to explain to
somebody. Right?
And it's like, no matter whatyou do is if your business is
operating in any capacity, youare doing those three things,
even if you're doing them in aslow, clunky, grinding to a halt
(22:33):
way. Because if you weren'tdoing any of those things,
technically your businesscouldn't run at all. Right?
People gotta find you, you gottatalk to them, then you gotta
deliver some sort of productthat makes them happy enough
that they tell somebody elseabout it. Right?
Like, are the basics. Like,think about anytime you started
a started a onboarding or aproject with somebody and they
were just getting into HubSpotand you ask them like, how are
(22:53):
you how have you been getting,like, business so far? And what
did 90% of them say?Word-of-mouth. Referrals.
Like, cool. Yeah. If they saidword-of-mouth, brother, you were
doing a flywheel and you didn'teven know it. Right? Yeah.
And so it was all about, like,how do we dig into those three
spots and do them better? Right?Mhmm. And I still think that
holds up. Right?
I mean, it has to. Like, laws ofphysics tells it has to. Right?
(23:15):
Like, there's no you're nevernot attracting, engaging, and
delighting. It's it's it's oneway, shape, or form.
Right? You may not be doing anyof those things well, but you
have to do it in some capacity.Right? And so when I saw the
loop thing, I was like, oh, whatis this? They're taking this
beautiful, easy, you know,universally sound timeless
(23:36):
strategy, right, and completelyturning it on its head, and it
doesn't make any sense to me.
But after I, you know, wiped theblood off of my mouth and, like,
you know, came like, becameconscious again Yeah. I realized
like, oh, wait. This is justthis is it. They're calling it
loop marketing, and they'recalling it loop marketing for a
very specific reason because itis a marketing strategy. It's
(23:57):
not like
George B. Thomas (23:58):
a System.
Max Cohen (23:58):
Something replacing everything. Right?
George B. Thomas (24:00):
Yeah.
Max Cohen (24:00):
And I do agree that in the age of, like, everyone is
now has all these AI tools attheir fingertips and no one has
any idea how to make sense ofall of it. Right? There does
need to be a playbook around it.I do think. Right?
Now, do I think it's a littlebit complex? Yes. Do I remember
the fourth Well, hold on. Nope.We
Chad Hohn (24:22):
couldn't remember in that
Max Cohen (24:23):
whole Every say time Express, I just think of Doctor.
Drego. Express yourself.
Chad Hohn (24:30):
I think of backend servers.
Max Cohen (24:32):
Yeah. So Express, is it Express, Taylor, Amplify, and
Evolve? It's like, it's I don'tknow. Maybe I need to like
really kind of understand likethe pieces of it, but it's just
like, I don't know. I don'tunderstand it.
And maybe that's my fault.Right? But I appreciate that,
(24:55):
you know, they're trying tobuild a playbook for marketing
in the AIH. The only thing thatlike kind of bugs me about it is
that for so long when we lookedat inbound, right, inbound was
always something that you coulddo without HubSpot. Right?
It was a strategy first andforemost. Right? You could you
(25:15):
could you could do inboundwithout HubSpot. It would be
harder. Sure.
Right? But you could do it.Right? And they built the tool
to support that thing. Right?
Where I get scared, and again,maybe this is just me being like
you know, an inbound marketingconservative or something. I
(25:37):
don't know. Like, so likesomeone who, like, you know, did
a pure an inbound marketingpurist. Right? Somebody doesn't
wanna see things maybe I'madverse to change, whatever it
may be.
Chad Hohn (25:46):
He's a Slytherin.
Max Cohen (25:47):
I'm a Slytherin. Oh, jeez.
George B. Thomas (25:51):
To me, there's a piece
Max Cohen (25:53):
of it that, you know, with with the huge emphasis
they're putting on AI and Breezeand credits and this, that, and
the other thing, to me, what itfeels like is it feels like the
product is now shaping thisstrategy, Right? And it really
kind of feels like just a bigstrategy to say like, hey, you
(26:16):
need to use AI and we've got allthese AI tools and you have to
use AI and here's a strategy touse AI.
George B. Thomas (26:21):
Let's back up the
Chad Hohn (26:22):
burn some of my credits. Yeah.
George B. Thomas (26:24):
Yeah. Okay. Don't get
Max Cohen (26:25):
started Infinite on credits. You know what I mean?
That's
George B. Thomas (26:29):
probably need to do yeah. Infinity credits.
Chad Hohn (26:32):
Probably need get all credits.
George B. Thomas (26:35):
Probably need unlimited plan. Episode. Were
the words you used, I want toback up, first of all, the words
you used express, tailor,amplify, evolve? Were those the
words that you used? Okay.
Max Cohen (26:44):
That's it, right?
George B. Thomas (26:45):
I just wanted to make sure that those were the
four, because those are the fourwords.
Max Cohen (26:48):
I
George B. Thomas (26:48):
got Let's back up. Because I think for the
impact for what you're sayingis, historically, you went to
inbound, it was the inboundmethodology you felt was This
driving the year was definitely,it felt like the product was
driving the inbound talk. Now, Iwant to back up because I was
surprised with Loop Marketing,but this is what I want to say.
(27:10):
I think Yamini did a great job.I was paying attention because I
had been forewarned of thecoming of Loop Marketing.
So I was paying attention withan open mind. And on the slides,
the things that were on theslides, I'm like, yep, check,
makes sense, need to do that.Yep. Okay. Yep.
So I agree with everything thatwas in the slides. I'm just,
(27:31):
again, I don't know if I'm a bigfan of loop marketing, like the
term in itself. I don't knowwhat else you would call it, but
I'm just like, okay, I'll livewith it, deal with it, talk
about it because But it's asystem and you need something
that goes along with thatsystem. You need some
principles. Again, I wrote anarticle that is Loop Marketing
(27:52):
Meets a Superhuman Framework andit's on Psychic Strategy.
Can go check it out. But it'swhere maybe the two combined
actually get us closer to whathistorically might have been a
system that lives inside theinbound kind of original
framework that I fell in lovewith. So here's here's another
surprise for me. It was asurprise a couple years ago when
(28:13):
Brian wasn't on the keynotestage as far as the kickoff.
This year is another surprisethat Darmesh was not part of
the, like, the keynote kickoff.
Yeah. I was, I was like, oh man,like, it's, it's really changed.
Cause one of the things that Iwould love is like, you'd go and
it was like Brian and Darmeshand, you know, there was going
(28:33):
to be these crazy fun times. Andthen it was Brian and Darmesh
and Yamini, and there was stillgoing to be these crazy fun
times, and all of sudden it'sjust starting to get split out.
And not saying it's bad, I'mjust saying it's different.
It's strange. A surprise. Sowe're quickly running out of
time, but guys, were there any,like, any inbound let downs
(28:55):
where you're like, well, okay.Other than
Intro (29:00):
Duncan. Yeah.
Chad Hohn (29:04):
I I do wanna touch on just one little thing too, like
about that last topic, and thenwe'll circle back or I'll circle
back into a letdown. But I mean,the thing is like the inbound
methodology, the thing that Ithink that it did really well is
it just touched every part ofthe business. It touched all
hubs, everything was related,you know, it encompassed the
(29:24):
entire product and you usedeverything to accomplish the
inbound methodology. I stillthink you can accomplish loop
marketing without HubSpot. Itwould just be harder.
Right? Because they have all thethings with the nice juicy
tokens in there. And this islike a primer for our credits
episode is like, if you reallythink about it, do you want them
(29:45):
to price in if you're usingsomething that consumes a lot of
AI tokens to your HubSpot forsomebody who's gonna use way
more than you if you're notgonna use that much? Now, does
that mean that the productshould cost less overall? And
that because then, the tokensare it's consumption based in a
(30:08):
way, right?
Anyway, something to think aboutbecause, like, I don't know if I
want to pay for somebody else'sconsumption. Right? And to then
pad that in. Right?
George B. Thomas (30:18):
Which right now also.
Chad Hohn (30:19):
But yes. No. But I don't love the idea of, you
know, this big whack of credits,you know, showing up because but
again, usage based, it'sproviding value. Yeah, maybe
it's I don't
Max Cohen (30:32):
know.
George B. Thomas (30:32):
Anyway, it's one more thing that a HubSpot
super admin needs to payattention to.
Chad Hohn (30:37):
Yeah. Unfortunately. Yeah. Right. Making that job a
little bit more complex.
Okay. Then, I had a letdown. Oh,did did y'all just sorry. While
we're at it, I'm going ontangents here. But did y'all see
Brian eat them hot chickenwings?
George B. Thomas (30:53):
I did. I did. That
Chad Hohn (30:56):
was so funny. Oh my gosh.
George B. Thomas (31:00):
So what was the funniest part for you?
Chad Hohn (31:03):
I think when he popped the 12 pack of beer out
and just busted it and becausehe had already finished his beer
on, like, wing two out of 12 orwhatever. Dude, homeboy's
already done with his beer, andhe just pops out a thing of Sam
Adams, has multiple bottleopeners in his pocket. He's
like, which one should I use? Hewas He literally force himself
(31:24):
like multiple extra because he'sjust needing something. He got
out of his chair one time,walked around the table.
It was so I
Max Cohen (31:32):
miss him. Was he getting just wrecked Oh,
Chad Hohn (31:35):
was great.
George B. Thomas (31:36):
I think it's online. I think it'll be on
YouTube. Definitely got to watchit because as as a fellow Boston
Lager fan, when that box slidout from under the table and I
knew Homeboy had broughtreinforcements, I was like, my
dude, like smart man. Yeah.Because it was you could tell he
(31:58):
was like he was burning up oncewe got into them, like, end
wings.
Yeah.
Chad Hohn (32:04):
Okay. Now my letdown is simple. I didn't see almost
anything from the Service Hubteam, which I love Service Hub,
and that product is maturing alot. But they're hitting the
complexity wall of the needs ofservice and support teams and
also customer success teams andtrying to build all of that into
(32:25):
Service Hub. Yeah.
So the amount of big flashyfeatures that they're able to
drop is less. They did dropmacros, which are cool, which is
like a beta where you could justsay it's almost like a mini
workflow that you can run ondemand for a ticket, which could
be cool. And in the future, Ibelieve they're going to bring
(32:46):
in email templates to apply anemail template and run the
workflow simultaneously. Anyway,go ahead.
George B. Thomas (32:52):
Nice. Max, any let downs?
Max Cohen (32:56):
From the show, like, from the show directly? No. I
mean, I generally had, like, anelectric time out there.
Chad Hohn (33:03):
It was good. Yeah.
Max Cohen (33:05):
You know, besides the Dunkin' Donuts. But I mean,
here's the thing. The Grove didgo you to The Grove at all?
Yeah. Oh, dude.
The Grove was sick. I don't Ican't believe you didn't get
coffee there. That's nuts. Yeah.But yeah.
No. I mean, it was it was it wasgood. I think, like, I guess the
only letdown is, like, it washard to when we're at inbound,
(33:25):
we all know the place to be isthe bar at the Omni or the
Western. The Western. Yeah.
And it was like that was likethe it's like the one place
everybody knows to go Yeah.After all the parties over to
just like burn it down at theend of the night and wake up
regretting it.
George B. Thomas (33:39):
And right. And where's that place?
Max Cohen (33:41):
I got it's like and this is an inbound fall, but we
didn't know where that spot was.Right. And it's more just, I
guess, like poor planning on thethe collective of people that
went there. Yeah. Right?
But, you know, there's a lot ofpeople that I wish I got to see
and spend more time with likeyou, George. Maybe I saw you
like twice. Right, Chad? I sawyou for like a minute. Right?
I mean, at least we got to likesit together during the the
(34:01):
partner day thing. Right? Youknow? But I didn't have a ton of
time to, like, just really kindof kick it with people, which I
felt like is much easier forsome reason to do in Boston when
we all know that maincongregating place that we're
all kind of going to, you know?So, like, less of a letdown,
more of a, this is different.
Right? But yeah. No. I mean, itwas it was, you know, I I yeah.
(34:24):
It was it was good.
Chad Hohn (34:25):
I like it, dude. I had a great time. It was good. I
can't complain.
George B. Thomas (34:28):
I think for the first
Max Cohen (34:29):
time having it somewhere else for Boston, I
don't think it could have goneany Oh, honestly.
George B. Thomas (34:33):
It went really well. And the the team yeah. The
inbound team did a great job of,like They fucking rock. Yeah,
dude. Like, they were they wereJohnny on the spot, like, from,
like, checking you in to, like,if there were issues with your
badge to, like, Courtney Doggerand her team and getting it all
set up even before people walk.
It was just good. My letdown,same kind of with you, Max, is
(34:55):
there are so many humans, notenough time. I was getting
tagged in LinkedIn and I'm like,You were there? How did I not
see you? Why did we not meet up?
I wonder if that
Chad Hohn (35:09):
just had to do with the fact that the expo booths
were not next to the main areabecause everything was kind of
spread out more.
George B. Thomas (35:17):
Maybe, but you didn't see as many humans as you
thought you could or wanted tosee. We'll see how that feels
next year. Okay, so Max, take usto the happily booth for a
minute. How was the happilybooth? How did it go?
Like,
Max Cohen (35:38):
It was crazy. It was crazy if I'm being so honest
with you. Was absolutelyelectric from from beginning to
end. I would just get there,plant my feet on the on the
little astroturf that we had,and then blackout for
approximately, I don't know, tenhours or however long we were
there. We were there.
Scans badges. Scans and badges,preach the gospel around how
(36:02):
running events in HubSpot isactually the most big brain to
play you could ever run-in yourlife as a rev ops or event
person. Yeah. And it was sick.And it, you know, it was really
cool because this year thisyear, like, our tool is as close
to, like, just plug and play asit's ever been.
Chad Hohn (36:19):
As it's ever been.
Max Cohen (36:20):
Last year, you know, it was one of those things where
it was like, if someone thoughtit was cool, like, you still
needed a a PhD in HubSpot and aunnecessarily nuanced
understanding of on how our appworked in the background. It was
powerful. Don't get me wrong.But, like, this year, we were
dropping jaws, dude. Like, it'sjust like, it's so easy to just,
(36:42):
like, install and just startusing immediately.
It's crazy. And, you know, theteam did an absolutely insane
amount of work, like, getting itto where it was. And so we
dropped a bunch of big things.We got the event builder, which
just lets you basically give ussome information about your
event, and then we just buildall your assets for you instead
of you having to do it on yourown.
Chad Hohn (37:00):
Yeah. It's like the campaign builder dynamic. That's
cool.
Max Cohen (37:02):
It's crazy. Marketing studio is something we should
talk about at some point. Maybedo deep maybe do a whole episode
on it. Yeah. But we did that.
We did we had our new leadcapture app, which is a which
was a huge hit. Right? So, like,you know, instead of doing like
the boop boop thing, you just,like, scan text on a badge. We
look it up. We enrich it, throwit into HubSpot, all that kind
of stuff.
Chad Hohn (37:23):
And the original is pretty good too.
Max Cohen (37:24):
Dude, it was actually like 90%. Like, the amount that
I did
Chad Hohn (37:28):
like He scanned my badge and it's like, oh, you're
a company of blah blah blahpeople. And he sent me an email
just as a test, you know? Yeah.And it was like, I'm on pretty
good.
Max Cohen (37:36):
I'll be like, you see how it got your first name, last
name, and company? It pulledthat off your badge, but now
it's going to try to find somestuff. And I would sit there and
watch it with people. Right? Andlike twenty seconds later, it
would come up.
I'm like, is that right? They'relike, yeah, it's right. And I'm
like, sick. That's awesome. Wasgonna be wicked inaccurate, but
it ended up being, like, 90%,like, correct, which is which is
cool.
(37:57):
So then we did that, and then wehave this whole new, way to do,
like, in person check ins and,like, QR code scanning and stuff
like that. Mhmm. You know? Andso it was cool because, like,
these were things that justlived in my brain for a very
long time. And our team, like,worked day and night insanely
hard to, like, make thingsthings, like, real before
(38:18):
inbound.
And it was just it was a surrealexperience. And it was also it
felt very vulnerable. Like, Iwas like, oh, are all these
things we're doing? Like, arepeople actually gonna like it?
Was it gonna be good?
And it was just don't think Ihad one bad conversation. It was
just Love it. It was amazing.And the team was cranking. We
had, like, images on the iPadsand we're showing people.
It was really cool. It was Yeah.Super fun. Yeah.
George B. Thomas (38:37):
Alright. So we've served up an inbound meal.
Let's do some salt and pepper.Salt and pepper meaning you take
about fifteen seconds to twentyseconds each, and it can just be
the most random stuff. I'm goingto go first.
You guys can then go after me,and then I'll land this episode.
So salt and pepper of Inboundtwenty twenty five for me are
things like, one, getting tohave a dinner with Chad, his
(38:59):
wife, Chris Carolyn, his wife,myself,
Max Cohen (39:02):
and my wife sitting the one that I missed.
George B. Thomas (39:04):
And having, yes, one that you were invited
to, but you missed. No shadethrown. But that, sitting and
having that dinner was amazing.Driving in a Waymo, using it as
a tour guide through the city ofSan Francisco to take my wife to
see the Golden Gate Bridge, theFull House House, Mrs. Doubtfire
House, the Curviest Road.
Just being able to getcomfortable with that and
(39:25):
something we'd never done beforewas amazing. But also seeing
those things outside of theevent, seeing people like my PDM
and other partners that heserves, and we took a big photo.
Okay, that's probably longerthan twenty seconds. I'll shut
up. Those are salt and pepperrandom moments that made Inbound
(39:45):
twenty twenty five amazing.
Chad Hohn (39:47):
I, I really enjoyed hitting the city. Gotta go do
the Golden Gate Bridge with mywife and her friends. You know,
we were there early because mywife does, like, event
management as some may know.And, you know, because of that
oh, yeah. One of their gifts, Igot inbound socks.
George B. Thomas (40:04):
Nice. Yeah.
Max Cohen (40:06):
Full house house on the heel, man. Damn.
Chad Hohn (40:08):
Yeah. So that's that's a nice little thing that
the, the inbound event planningteam was given out to some of
the event staff, which was fun.So I got a little inbound Sakis.
Just seeing and connecting withpeople everywhere is just so
good. Doing the Waymo was fun.
Never done that before. I evengot in on the the public access
(40:30):
to the Tesla Robotaxi network ifany you know, people like them,
hate them, whatever. But, like,it was cool to do that for the
first time too. I gotta try twodifferent driverless car
services. That's fun.
Nice. So yeah.
Max Cohen (40:43):
Well, I'm glad you guys had a great experience with
a Waymo. We almost hit a dog andthen it dropped us off in the
middle of the street at, two inthe morning. That was
George B. Thomas (40:50):
weird. Yeah.
Max Cohen (40:52):
And then it, like, stopped behind someone who was
at a at a stoplight thatwouldn't go. And, like, we had
to, like, get in touch withWaymo support because we didn't
know what to do. And then thecar got, like, really annoyed
and just, like, backed up anddrove around the person, and
then they went. So, yeah, not agreat experience in Waymo for
us. But I will say, I had thebest fried chicken in my life at
(41:14):
this Chinese restaurant called Zand Y.
It had it was like just a bowlfull of Szechuan peppers with
this fried chicken that's friedin a way I've never seen chicken
fried before. Wow. And when youate it, your jaw literally would
buzz. It was the craziestsensation I've ever experienced
(41:34):
eating Chinese food.
Chad Hohn (41:35):
Is there some additives on that?
Max Cohen (41:38):
I'm like, what's
George B. Thomas (41:38):
some kind? On that.
Max Cohen (41:39):
I think it was just the bowl of Szechuan peppers it
was sitting in. Right? But,yeah, dude, it was it was sick.
I loved it. Can't complain.
Was good.
George B. Thomas (41:50):
Was good. So moral of the story is a lot
happens at inbound. If youweren't there this year, make
sure you check out the HubSpotYouTube channel. They are going
to have some things showing. Ifyou haven't ever been to Inbound
before and you're listening tothis, then try to make it a plan
to go in 2026.
It sounds weird to say thatbecause hopefully we'll be
seeing you in Boston and maybeyou'll even be part of our 2026
(42:13):
Inbound Recap next year. Okay,Hub Heroes. We've reached the
end of another episode. WillLord Lack continue to loom over
the community or will we be ableto defeat him in the next
episode of the hub heroespodcast? Make sure you tune in
and find out in the nextepisode.
(42:34):
Make sure you head over to thehubheroes.com to get the latest
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(42:56):
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Do you live in a world filled with corporate data? Are
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(00:22):
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Never fear hub heroes. Get readyto don your cape and mask, move
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Tune in each week to join theleague of extraordinary inbound
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(00:46):
Heroes, it's time to unite andactivate your powers.
Chad Hohn (00:52):
Alright, Max. Badge off.
George B. Thomas (00:54):
Nice. I I I see what you're doing there,
Max. So uh-oh. Oh my goodness.If you're watching this.
Hey. So first of all so first ofif you're watching this, I might
have to clip this. Matty Matty,we should probably clip this.
Max is flexing. Max, how many ofthose there tags do you have?
Inbound tags.
Max Cohen (01:13):
Oh, these actually hold on. These are impostors
right here.
George B. Thomas (01:18):
Oh, those are impostors.
Max Cohen (01:19):
I got I got this one and I got last year's.
George B. Thomas (01:21):
Gotcha. Okay.
Max Cohen (01:22):
I can't find my other ones. I've got like nine of
them.
George B. Thomas (01:24):
Alright. There we go.
Max Cohen (01:25):
This is flywheel kickoff. Oh, shit. That was that
was in here, baby. Dude. That'sthat was That's Those are all in
here.
His squats, dude. He just putshis
George B. Thomas (01:36):
I just put my my HubSpot Academy
certifications. See all thosecert cert badges. It's like my
with
Chad Hohn (01:45):
all that on.
George B. Thomas (01:45):
It I it's hard. It's hard. It's my it's my
inbound mister t starter kit, ifI'm being honest with you. But
let me hang it back up. Hey, sohere's the thing.
Ladies and gentlemen, It's we'reback from been a week or so
since inbound, but thingshappen. We're finally recording.
Guys, let's kick this off as Ihang these back up. If you could
(02:06):
describe this year's inbound,inbound 2025 with one word, what
would your one word be?
Max Cohen (02:14):
Guy, dude. Loopy.
George B. Thomas (02:16):
Oh, okay. So we've got AI, We've got loopy.
And I'll say strange. Max, whywhy AI for you?
Max Cohen (02:29):
I don't know. Because it's the only only word that I
heard the entire time when wewere there.
George B. Thomas (02:34):
Well, you you obviously
Max Cohen (02:36):
I got so sick of hearing it, man. Yeah. Yeah. And
and you wanna know what was,like, the the worst part about
it all is, listen, I get they'retalking about AI. Yeah.
Like, man, you know, I don'tthink on the way back to the
airport, I don't think I saw asingle billboard that didn't
have the word AI in it. And I'mjust like, what are we doing?
(02:58):
What are we doing? And then,like, when I got into the
airport, all the big digitalsigns that they have AI ad after
AI ad after AI ad after this,that and that with AI and AI and
AI. I was just like, now I justcringe when I hear the word.
I'll be so honest. I think it'scool. AI is super sick. It's
great. But man, am I sick ofhearing about it?
George B. Thomas (03:20):
It's funny because I heard Remington beg.
He did a post and he was like,Are you sick of hearing it yet?
I'm sick of talking about it.And I think it's interesting
because there has to be a deeperlevel to even why you're using
the AI or having the AIconversation. But but anyway, we
(03:42):
might we might swing back intothat.
Chad, you said loopy. Talk talkto me about why your word was
loopy.
Chad Hohn (03:49):
Well, there's the obvious reason, loop marketing,
but I think there were just somany, like, you know, like, it
was all a bit loopy. There wasso many things. I think there
was double the number of productupdates this year compared to
last inbound. That's a lot ofstuff, like, and that'll make
(04:09):
you loopy trying to keep it allstraight. It's pretty wild how
many different things that theylaunched.
I'm a lot of it's really cool.Like, there's a lot of really
quality of life improvements.There's, you know I mean, the
fact that something started tochange while I was gone, that's
kinda not great. Like, oh, theUI is different. My teams, you
(04:31):
know, look at that.
What?
George B. Thomas (04:33):
We'll get to that. We'll get to that. So so
loopy. Yeah. A whole bunch ofupdates.
Yeah. A whole bunch of humans.Then of course, yeah, marketing,
you kind of alluded to, which wemay or may not circle back into.
I said strange. I'm sayingstrange because of a couple of
different reasons.
(04:54):
One, it wasn't in Boston. We allknow that. It was in San
Francisco, which which was kindof strange. Right? It I asked
Max Cohen (05:01):
The lack of Dunkin' Donuts was strange.
George B. Thomas (05:02):
Oh, brother. Brother, don't get me started on
the Dunkin' Donuts. By the way,because of that, do you wanna
know the number of coffees?Okay. Let's play a little game,
and then I'll get back to why Isaid strange.
Take a wild guess, the number ofcoffees that I had while I was
in San Francisco.
Max Cohen (05:21):
Oh, you're on East Coast time, so you're fighting
your your jet lag a little bit.Wait. Are you talking like
total? Like Yeah.
George B. Thomas (05:29):
Plain old was there, how many coffees do you
think I drink?
Max Cohen (05:32):
You were there Monday to Friday?
George B. Thomas (05:34):
Tuesday to Saturday morning.
Max Cohen (05:36):
Tuesday to Saturday morning?
George B. Thomas (05:37):
Yeah.
Max Cohen (05:37):
Oh, so you mixed another morning into there?
Yeah. Yeah. I didn't didn't seeyou at the company. I'm gonna
get 26.
26.
George B. Thomas (05:47):
Oh, man. You said 26. Yeah. Chad, you said I
I didn't see the cup
Chad Hohn (05:52):
in your hand once. And I'm gonna say zero.
George B. Thomas (05:55):
Oh, okay. We got 26 and we got zero. Guys,
the total number of coffees thatI drank in San Francisco, one.
Max Cohen (06:04):
What?
Chad Hohn (06:04):
One. One.
Max Cohen (06:05):
Why?
George B. Thomas (06:05):
I drank one because there was no Dunkin'. I
was just jamming around and Iwas speaking and talking and
talking to people. And finally Igot to Friday and the event's
over. And I go, babe, you knowwhat I want? Because my wife was
with me.
I didn't just call some randomperson babe.
Max Cohen (06:23):
You called
George B. Thomas (06:23):
me, babe.
Chad Hohn (06:24):
You know
George B. Thomas (06:24):
what I want? We're, like, taking the Rice
Roni trolley to the Fisherman'sWharf. You know what I want?
Goes, what do you want? I go, Iwant a coffee.
And so I got a coffee whilewe're actually walking around
after the event was over. SoMhmm. No Dunkin's equal George
less caffeinated, but stillexcited. So so it was just a
strange event, right? I was notcaffeinated.
(06:45):
I was in San Francisco. I askedfor directions more ever in like
the last nine years of like,where's this room? Where's this
room? Like, how do I get here?Because I didn't have time to
not like, just go hunt for it.
Like, I had to get there and doa thing. It was just strange.
Here's the other thing. I feellike they had us in a little bit
(07:07):
of a bubble. Okay.
And here's people love this showbecause we call a spade a spade
and we talk about things thatsometimes we should and maybe
sometimes we shouldn't. Butlisten, I we stayed like after
the event was over. Now, theevent was happening, the
sidewalks were getting sprayedoff. There were security guards
all around. It seemed like itwas like a pretty like, it was a
(07:30):
dope place.
Now you can tell San Francisco,it has its, it's still trying to
come back from like financiallyfrom COVID because I heard
multiple people that live therekind of talk about this. But
seemed like, oh, okay, it's anice city. And it is, by the
way, it is a nice city. However,when inbound left and the
(07:53):
security guards left, it was atotally different place. It
switched.
And so Friday night andSaturday, was like, Oh, this got
strange. And so that's why. Itjust felt different. I'm glad
that we're going to be headingback to Boston. I'm excited for
(08:14):
next year already.
Then we just got done, butloopy, strange and AI. Those are
our one words. Okay, so let's,that sums it up ladies and see
you next week. No, just kidding.So talk me through Max, Chad,
like, the the big productannouncement.
What was the the productannouncement that you were like,
(08:36):
oh, okay. Chad hit it.
Chad Hohn (08:40):
I'm thinking that they were gonna have an agent
builder directly inside ofHubSpot. I'll tell you that.
Like, I was not expecting, like,you to be able to build your own
MCP tools for native insideHubSpot Breeze. Yeah. That's
pretty BA.
Yeah. Like, that's really,really, really, really powerful
(09:01):
because you can leverage anykind of custom solution. You
know, people are gonna stopasking for API docs and start
asking for MCP servers. Youknow? Like, I mean, it's pretty
pretty crazy to think thatthat's the world we're moving
to.
Max Cohen (09:16):
Yeah. Yeah.
George B. Thomas (09:17):
Can I get a can I get a ClickUp MCP server,
please? Mhmm. Like I
Chad Hohn (09:22):
think there might be one.
George B. Thomas (09:24):
Man, we I need to find out because that's the
missing thread for me on acouple things. Max, go ahead.
Big big product announcementthat you're Well oh my god.
Max Cohen (09:32):
Well, no. I think that I mean, just kind of
building off of what Chad saidabout the what is it? Breeze
Studio is the thing that letsyou build your own, like, agents
or whatever. I didn't quiteguess I didn't quite understand,
like, you know, those, like, AppStore agents that well because,
like, I didn't know that, like,you would use Breeze Studio to,
like, invoke a bunch of themtogether to do something. Right?
(09:54):
Which I thought was, like,pretty cool. Yeah. Harry Bevins,
the guy that runs Line Pilot,came and actually, like,
explained it to me because Iclearly didn't understand what
it was. I thought it was just,like, talking to a chatbot for,
like, that app, telling that appto do something. But in reality,
you could use Breeze Studio toget all these things to, like,
work together, which is, like,really wild and kind of broke my
(10:15):
brain a little bit.
Chad Hohn (10:16):
Yeah. Multi app. You could do, like Yeah. You could
make a framework where it'sdesigned to go through a
specific sequence of events forsome sort of purpose. So it's
almost like building a playbookfor an agent.
Max Cohen (10:28):
Yeah, it's really sweet. I was pleasantly
surprised to see that projectsthing come out too. That, you
know, it's interesting. I've hadmy big gripe with all of these,
like, new sort of like standardobjects that live in that object
library has always been that,like, they tend to release
(10:50):
objects and give them a namethat sort of implies there's
some additional functionalitybehind it. Right?
So like, you know how they cameout with like the appointments
tool. I mean, the appointmentsobject, but like no way for
people to book thoseappointments. They came out with
the listing object with nointegration with an MLS system.
(11:10):
Right. And like, it's kind oflike, why aren't we just kind of
making these things?
Because a sales rep that doesn'treally understand the nuance of
that's gonna be like, oh yeah,you can book appointments, just
use our appointment object.Right? Know? And it sucks. But
then, you know, they they cameout with projects and they came
out with a Gantt chart view,which is Yeah.
Chad Hohn (11:29):
Have you messed around with that at all? Not
Max Cohen (11:31):
at all. Not at all.
Chad Hohn (11:32):
It's pretty cool. I mean, like It looks really neat.
Yeah. I I think the thing thatthey need to, like, really make
that take off is task customobjects or sorry, custom
properties. They don't have thatquite just yet, but, like, being
able to be a little bit morefree with the task and the task
editor.
And then but I'm sure that's onthe roadmap. I literally had
(11:52):
product
Max Cohen (11:53):
manager come up to me and tell me they were doing that
at the show at some point. Notonly that, I heard I'm not say
who it I also heard somethingaround custom activities, which
might be interesting. We'll seeif that's actually something I
heard correctly. Yeah, that'ssuper cool. I mean, big thing
(12:14):
for me though, being like theapp person, something that
dropped, which we didn't knowanything about was that they're
gonna let they're gonna givelike app developers the ability
to create like full screen appexperiences.
Right? So instead of being likeregulated to just like a UI
extension, they're gonna give uslike an entire page surface to
(12:35):
play with, which is like reallycool. So I'm super excited to
see what we do there, you know?But yeah, it was cool.
George B. Thomas (12:44):
I wonder how much more of that's gonna happen
because like, sorry, Chad, I'llswing back to you in
Chad Hohn (12:48):
a second.
George B. Thomas (12:49):
Like a couple of things that come to my mind.
One, if you're listening to thisand you haven't messed around
with like the new Breezeassistant, like what I'm saying
when I say new, like theupdates. Yeah. Like I connected
my email, I connected mycalendar. It now has memories.
There's a Breeze marketplace.The Breeze assistant is going to
(13:09):
be able to be more than you everthought it was. One of the
things that we were doing lastweek when we were getting ready
to record this episode and thenwe didn't end up recording it,
literally I said, Can you checkmy email? It checked my email,
and then I said, Can you createtasks so I can remember actually
follow-up on those emails? AndBreeze created those tasks and
(13:31):
associated them to the humans.
You can go full screen, right?And so if you haven't messed
with Breeze and seen how deepyou can dig into it, it's
getting crazy layered that onwhat Chad just said.
Chad Hohn (13:46):
Yeah. If you haven't messed with Breeze in the last
thirty days, it's a whole newworld. Yeah.
Max Cohen (13:51):
Yeah. Crazy. George, there's a funnier story behind
how that actually happened.Right? Like you and me were
talking.
George B. Thomas (13:57):
Yeah.
Max Cohen (13:57):
And you were like, oh, look. Like, you could hook
up email now as a source whenyou talk to Breeze. You talk to
Breeze and you were like, oh,give me a synopsis of my email
inbox from the last week. And itwas like, yeah. And it it
literally, like, itcongratulated you on doing a
good job at delegating stuff topeople because it noticed that,
like, things were getting takencare of.
And it's like, you only got acouple of things. And then I was
(14:18):
like, George, wouldn't it becrazy if, like, one day it was
like, oh, can you make me tasksto follow-up on those things?
Right? And we're like, yeah.That'd be crazy.
George B. Thomas (14:27):
And then you're like I tried it.
Max Cohen (14:28):
Wait. Me just try
Chad Hohn (14:29):
it.
Max Cohen (14:29):
And you tried it. Yeah. I fucking did it. Yeah.
It's because it's like, I waslike, wait.
Wait. How far along is all thisstuff that I like, I don't even
George B. Thomas (14:37):
Max is like, when it was nice and one day,
then one day
Max Cohen (14:40):
was then literally one day was that that thirty
seconds later. Right? Which
Chad Hohn (14:44):
is Yeah.
Max Cohen (14:46):
Cool to see.
Chad Hohn (14:46):
It's because they more or less, they've added a
lot of functionality of the MCPserver Yeah. To Breeze. Not all
of it because but they you can,like, actually talk to it and
add custom properties and it askit questions about your property
schema, like the structure ofyour lot your properties and all
(15:08):
that sort of stuff already, andit will analyze data. It's very
impressive. It doesn't work,like, for a long, long time just
yet.
I've had some stuff where I'mlike, hey. I wanna, you know, do
some data transformation, almostlike a workflow, but with a
little bit more AI in the middleand not having to, like, build
out a weird workflow to do it.Yeah. And it did, like, maybe
(15:32):
five out of 400 deals that Iwanted it to modify because it
it wouldn't work this is for Maxagentically.
Max Cohen (15:41):
Worst worst one human
Chad Hohn (15:43):
language ever invented. It wouldn't work
agentically for a long period oftime. Yeah. Yeah.
George B. Thomas (15:48):
But
Chad Hohn (15:48):
I think that's on the horizon.
Max Cohen (15:50):
So Yeah. Here's here's my take on this. You want
you want normal people to adoptAI. Start stop using words like
generative and agentic. Like, itjust it like, people don't
understand AI.
Chad Hohn (16:02):
My mom ain't never gonna use that.
Max Cohen (16:04):
Yeah. But it's just like, oh, it's it's all agentic.
It's like, brother, we'realready coming up with too many
new words for this shit. It'scrazy.
George B. Thomas (16:11):
Yeah. Can I can I just say, look at us
talking about AI? Isn't thatfunny? Anyway I know. Right?
Let's let's move on. By the way,I I literally did release an
article earlier this week aboutAI assistant assistant versus
versus AI AI partner, becausethere's a whole mindset shift
that needs to happen around itbeing a partner, not being an
assistant. That came out of mytalk in Inbound. I said it from
(16:32):
stage and I didn't reallyunderstand why I said it from
stage, but it's where my brainwent. So I put that out in the
world.
If you're curious what I'mtalking about, can go to
psychicstrange.com, look at thearticle, AI assistant versus AI
partner. But let's get back onthe inbound kind of recap thing
here. Any big surprises that youguys were like, and other than
(16:55):
software, but just like maybe itwas the space, maybe it was
something else?
Max Cohen (17:02):
I mean, I I I the mhmm. I liked the layout a lot.
I don't know. Okay. There ourmarketing manager, Nikki, who's
Yeah.
Really, really good at the tradeshow thing, had a much more
tactical informed and educatedbreakdown around why she didn't
(17:24):
like it, mostly because of thetraffic. Right?
George B. Thomas (17:27):
Okay.
Max Cohen (17:27):
It is it was, you know, it was different in that,
like Mhmm. The booth track Yeah.You you had to wanna go to the
booths. Yeah.
Chad Hohn (17:34):
I was exactly what I was gonna say. Right? The booths
used to be, like, in the samespace as the HubSpot product
area.
Max Cohen (17:42):
Yeah.
Chad Hohn (17:42):
And you had to go through the HubSpot product area
to get to the keynote. Yep.Right? Yeah. Now you'd go
downstairs and you either youhad a decision point, you had a
fork in the road.
Right?
Max Cohen (17:54):
Right. And like, so a lot of people just like went
upstairs, didn't really gothrough the booth. So like a lot
of the people in the booth werelike, where's that traffic? You
know what I mean? Like, I stillfeel like we had a lot of
traffic, right?
I didn't stop talking the entiretime.
George B. Thomas (18:07):
Yeah.
Max Cohen (18:10):
As someone who just like, just doesn't understand
all that at like a very deeplevel, like I liked how
interesting, like, the boothlayout stuff was. Like, it was
instead of just one straightline and it was just kinda
something you had to walkthrough, it very much was very
interesting and intricate. Thelayout had a lot of interesting
(18:30):
curves and angles and, like Mijabob and weavey. Prizes around
every corner. You know what Imean?
It felt very Mhmm. Organicorganic, almost like a little
little see, I said organicbecause we've been saying Agent.
Organic. Oh my god. I hate I'mgonna start using that word now.
Organic. That's just shit.
Chad Hohn (18:47):
Like, get my social organic traffic.
Max Cohen (18:50):
Yeah. Look at this organic content we've created.
And it but it was it always feltlike there was something to
discover down there. So I didkind of like the you know, it
didn't feel like you just saweverything like immediately and
you're like, okay, this is it.Like it felt very like there was
a lot to explore,
George B. Thomas (19:10):
which I thought was Chad, big surprises
or big surprise.
Chad Hohn (19:16):
Yeah. I just I I I think it's interesting to think
that when you're walkingdownstairs, you're literally
walking underneath the road intothe keynote. I think that's,
like, weird for people because Ipointed it out to a couple of
people. They're like, oh, oh,yeah. You're right.
Like, we're in the otherbuilding all of a sudden.
George B. Thomas (19:35):
You know? Yeah. My wife was born
Max Cohen (19:37):
for us to be underground.
George B. Thomas (19:39):
Yeah. My my wife was one of those people
because she kept telling me forlike a couple days, We don't go
into that building, we go intothis building. And she's like,
It's interesting, we only usethat building the first day. And
then she came to me like day twoor three and was like, You know,
actually we have been using thatbuilding. Chad told me, like
when we And I was like, oh.
Oh, okay. I guess we do. Yeah.
Chad Hohn (20:01):
It's just I mean, that's just like, you know, one
of those things about the theevent center and and whatever.
But I I felt like it was veryinteresting that, you know, all
the all the HubSpot stuff wascompletely separate from all the
booths. It's obviously, therejust wasn't enough room Yeah. To
have it all together, right,because of the way the building
was. But I felt like that was anan interesting thing.
(20:26):
You know, the layout was cool. Idefinitely plus won that on Max.
But
Max Cohen (20:30):
Yeah. Oh, that's one other surprise. I I got a
Mountain Dew in the water, andit cost me $15.15 dollars. Oh.
That was a fun surprise.
George B. Thomas (20:39):
Yeah. Let's not talk about my taxi surprise
that was like $67. But anyway,that's the surprise I wanna talk
about is honestly like loopmarketing. That was a surprise I
to like, wait, what? What ishappening right now?
Like, listen, and it's notbecause I'm a loop marketing
(21:00):
hater. It's because we onlytalked about marketing. Like, we
didn't talk about sales. Wedidn't talk about success or
service. Didn't right?
Like, we
Max Cohen (21:13):
talked about how my saving grace. But yeah.
George B. Thomas (21:17):
Okay. Well Because Yeah.
Max Cohen (21:19):
Go ahead. Dude, I was crashing the hell out during the
when they, like, showed the loopstuff.
George B. Thomas (21:28):
Right?
Chad Hohn (21:29):
Yeah. On partner day.
George B. Thomas (21:30):
You mean you were, like, going down in
flames, like, mentally, like,what
Chad Hohn (21:33):
is happening?
Max Cohen (21:34):
I was about to walk out. Not gonna lie. Yeah.
Because it looked at it assomething that was, like,
replacing the flywheel. Yeah.
Right? And I think that's thewrong way to look at it. That's
not what's happening. I thinkalso it's like, you know, just
because they didn't mention itdoesn't mean that it's replacing
it. Right?
George B. Thomas (21:51):
Yeah.
Max Cohen (21:52):
Right. You know, there is a separation between
what is inbound marketing andwhat is the flywheel, right? You
know, the flywheel, attract,engage, delight, that kind of
encompasses all the big majormotions and things you're
generally using HubSpot to kindof support you doing. Right? And
HubSpot was built to supportthat strategy.
(22:13):
Right? And I think it still is.Right? But the reason I loved
inbound so much is like, man,that is so easy to explain to
somebody. Right?
And it's like, no matter whatyou do is if your business is
operating in any capacity, youare doing those three things,
even if you're doing them in aslow, clunky, grinding to a halt
(22:33):
way. Because if you weren'tdoing any of those things,
technically your businesscouldn't run at all. Right?
People gotta find you, you gottatalk to them, then you gotta
deliver some sort of productthat makes them happy enough
that they tell somebody elseabout it. Right?
Like, are the basics. Like,think about anytime you started
a started a onboarding or aproject with somebody and they
were just getting into HubSpotand you ask them like, how are
(22:53):
you how have you been getting,like, business so far? And what
did 90% of them say?Word-of-mouth. Referrals.
Like, cool. Yeah. If they saidword-of-mouth, brother, you were
doing a flywheel and you didn'teven know it. Right? Yeah.
And so it was all about, like,how do we dig into those three
spots and do them better? Right?Mhmm. And I still think that
holds up. Right?
I mean, it has to. Like, laws ofphysics tells it has to. Right?
(23:15):
Like, there's no you're nevernot attracting, engaging, and
delighting. It's it's it's oneway, shape, or form.
Right? You may not be doing anyof those things well, but you
have to do it in some capacity.Right? And so when I saw the
loop thing, I was like, oh, whatis this? They're taking this
beautiful, easy, you know,universally sound timeless
(23:36):
strategy, right, and completelyturning it on its head, and it
doesn't make any sense to me.
But after I, you know, wiped theblood off of my mouth and, like,
you know, came like, becameconscious again Yeah. I realized
like, oh, wait. This is justthis is it. They're calling it
loop marketing, and they'recalling it loop marketing for a
very specific reason because itis a marketing strategy. It's
(23:57):
not like
George B. Thomas (23:58):
a System.
Max Cohen (23:58):
Something replacing everything. Right?
George B. Thomas (24:00):
Yeah.
Max Cohen (24:00):
And I do agree that in the age of, like, everyone is
now has all these AI tools attheir fingertips and no one has
any idea how to make sense ofall of it. Right? There does
need to be a playbook around it.I do think. Right?
Now, do I think it's a littlebit complex? Yes. Do I remember
the fourth Well, hold on. Nope.We
Chad Hohn (24:22):
couldn't remember in that
Max Cohen (24:23):
whole Every say time Express, I just think of Doctor.
Drego. Express yourself.
Chad Hohn (24:30):
I think of backend servers.
Max Cohen (24:32):
Yeah. So Express, is it Express, Taylor, Amplify, and
Evolve? It's like, it's I don'tknow. Maybe I need to like
really kind of understand likethe pieces of it, but it's just
like, I don't know. I don'tunderstand it.
And maybe that's my fault.Right? But I appreciate that,
(24:55):
you know, they're trying tobuild a playbook for marketing
in the AIH. The only thing thatlike kind of bugs me about it is
that for so long when we lookedat inbound, right, inbound was
always something that you coulddo without HubSpot. Right?
It was a strategy first andforemost. Right? You could you
(25:15):
could you could do inboundwithout HubSpot. It would be
harder. Sure.
Right? But you could do it.Right? And they built the tool
to support that thing. Right?
Where I get scared, and again,maybe this is just me being like
you know, an inbound marketingconservative or something. I
(25:37):
don't know. Like, so likesomeone who, like, you know, did
a pure an inbound marketingpurist. Right? Somebody doesn't
wanna see things maybe I'madverse to change, whatever it
may be.
Chad Hohn (25:46):
He's a Slytherin.
Max Cohen (25:47):
I'm a Slytherin. Oh, jeez.
George B. Thomas (25:51):
To me, there's a piece
Max Cohen (25:53):
of it that, you know, with with the huge emphasis
they're putting on AI and Breezeand credits and this, that, and
the other thing, to me, what itfeels like is it feels like the
product is now shaping thisstrategy, Right? And it really
kind of feels like just a bigstrategy to say like, hey, you
(26:16):
need to use AI and we've got allthese AI tools and you have to
use AI and here's a strategy touse AI.
George B. Thomas (26:21):
Let's back up the
Chad Hohn (26:22):
burn some of my credits. Yeah.
George B. Thomas (26:24):
Yeah. Okay. Don't get
Max Cohen (26:25):
started Infinite on credits. You know what I mean?
That's
George B. Thomas (26:29):
probably need to do yeah. Infinity credits.
Chad Hohn (26:32):
Probably need get all credits.
George B. Thomas (26:35):
Probably need unlimited plan. Episode. Were
the words you used, I want toback up, first of all, the words
you used express, tailor,amplify, evolve? Were those the
words that you used? Okay.
Max Cohen (26:44):
That's it, right?
George B. Thomas (26:45):
I just wanted to make sure that those were the
four, because those are the fourwords.
Max Cohen (26:48):
I
George B. Thomas (26:48):
got Let's back up. Because I think for the
impact for what you're sayingis, historically, you went to
inbound, it was the inboundmethodology you felt was This
driving the year was definitely,it felt like the product was
driving the inbound talk. Now, Iwant to back up because I was
surprised with Loop Marketing,but this is what I want to say.
(27:10):
I think Yamini did a great job.I was paying attention because I
had been forewarned of thecoming of Loop Marketing.
So I was paying attention withan open mind. And on the slides,
the things that were on theslides, I'm like, yep, check,
makes sense, need to do that.Yep. Okay. Yep.
So I agree with everything thatwas in the slides. I'm just,
(27:31):
again, I don't know if I'm a bigfan of loop marketing, like the
term in itself. I don't knowwhat else you would call it, but
I'm just like, okay, I'll livewith it, deal with it, talk
about it because But it's asystem and you need something
that goes along with thatsystem. You need some
principles. Again, I wrote anarticle that is Loop Marketing
(27:52):
Meets a Superhuman Framework andit's on Psychic Strategy.
Can go check it out. But it'swhere maybe the two combined
actually get us closer to whathistorically might have been a
system that lives inside theinbound kind of original
framework that I fell in lovewith. So here's here's another
surprise for me. It was asurprise a couple years ago when
(28:13):
Brian wasn't on the keynotestage as far as the kickoff.
This year is another surprisethat Darmesh was not part of
the, like, the keynote kickoff.
Yeah. I was, I was like, oh man,like, it's, it's really changed.
Cause one of the things that Iwould love is like, you'd go and
it was like Brian and Darmeshand, you know, there was going
(28:33):
to be these crazy fun times. Andthen it was Brian and Darmesh
and Yamini, and there was stillgoing to be these crazy fun
times, and all of sudden it'sjust starting to get split out.
And not saying it's bad, I'mjust saying it's different.
It's strange. A surprise. Sowe're quickly running out of
time, but guys, were there any,like, any inbound let downs
(28:55):
where you're like, well, okay.Other than
Intro (29:00):
Duncan. Yeah.
Chad Hohn (29:04):
I I do wanna touch on just one little thing too, like
about that last topic, and thenwe'll circle back or I'll circle
back into a letdown. But I mean,the thing is like the inbound
methodology, the thing that Ithink that it did really well is
it just touched every part ofthe business. It touched all
hubs, everything was related,you know, it encompassed the
(29:24):
entire product and you usedeverything to accomplish the
inbound methodology. I stillthink you can accomplish loop
marketing without HubSpot. Itwould just be harder.
Right? Because they have all thethings with the nice juicy
tokens in there. And this islike a primer for our credits
episode is like, if you reallythink about it, do you want them
(29:45):
to price in if you're usingsomething that consumes a lot of
AI tokens to your HubSpot forsomebody who's gonna use way
more than you if you're notgonna use that much? Now, does
that mean that the productshould cost less overall? And
that because then, the tokensare it's consumption based in a
(30:08):
way, right?
Anyway, something to think aboutbecause, like, I don't know if I
want to pay for somebody else'sconsumption. Right? And to then
pad that in. Right?
George B. Thomas (30:18):
Which right now also.
Chad Hohn (30:19):
But yes. No. But I don't love the idea of, you
know, this big whack of credits,you know, showing up because but
again, usage based, it'sproviding value. Yeah, maybe
it's I don't
Max Cohen (30:32):
know.
George B. Thomas (30:32):
Anyway, it's one more thing that a HubSpot
super admin needs to payattention to.
Chad Hohn (30:37):
Yeah. Unfortunately. Yeah. Right. Making that job a
little bit more complex.
Okay. Then, I had a letdown. Oh,did did y'all just sorry. While
we're at it, I'm going ontangents here. But did y'all see
Brian eat them hot chickenwings?
George B. Thomas (30:53):
I did. I did. That
Chad Hohn (30:56):
was so funny. Oh my gosh.
George B. Thomas (31:00):
So what was the funniest part for you?
Chad Hohn (31:03):
I think when he popped the 12 pack of beer out
and just busted it and becausehe had already finished his beer
on, like, wing two out of 12 orwhatever. Dude, homeboy's
already done with his beer, andhe just pops out a thing of Sam
Adams, has multiple bottleopeners in his pocket. He's
like, which one should I use? Hewas He literally force himself
(31:24):
like multiple extra because he'sjust needing something. He got
out of his chair one time,walked around the table.
It was so I
Max Cohen (31:32):
miss him. Was he getting just wrecked Oh,
Chad Hohn (31:35):
was great.
George B. Thomas (31:36):
I think it's online. I think it'll be on
YouTube. Definitely got to watchit because as as a fellow Boston
Lager fan, when that box slidout from under the table and I
knew Homeboy had broughtreinforcements, I was like, my
dude, like smart man. Yeah.Because it was you could tell he
(31:58):
was like he was burning up oncewe got into them, like, end
wings.
Yeah.
Chad Hohn (32:04):
Okay. Now my letdown is simple. I didn't see almost
anything from the Service Hubteam, which I love Service Hub,
and that product is maturing alot. But they're hitting the
complexity wall of the needs ofservice and support teams and
also customer success teams andtrying to build all of that into
(32:25):
Service Hub. Yeah.
So the amount of big flashyfeatures that they're able to
drop is less. They did dropmacros, which are cool, which is
like a beta where you could justsay it's almost like a mini
workflow that you can run ondemand for a ticket, which could
be cool. And in the future, Ibelieve they're going to bring
(32:46):
in email templates to apply anemail template and run the
workflow simultaneously. Anyway,go ahead.
George B. Thomas (32:52):
Nice. Max, any let downs?
Max Cohen (32:56):
From the show, like, from the show directly? No. I
mean, I generally had, like, anelectric time out there.
Chad Hohn (33:03):
It was good. Yeah.
Max Cohen (33:05):
You know, besides the Dunkin' Donuts. But I mean,
here's the thing. The Grove didgo you to The Grove at all?
Yeah. Oh, dude.
The Grove was sick. I don't Ican't believe you didn't get
coffee there. That's nuts. Yeah.But yeah.
No. I mean, it was it was it wasgood. I think, like, I guess the
only letdown is, like, it washard to when we're at inbound,
(33:25):
we all know the place to be isthe bar at the Omni or the
Western. The Western. Yeah.
And it was like that was likethe it's like the one place
everybody knows to go Yeah.After all the parties over to
just like burn it down at theend of the night and wake up
regretting it.
George B. Thomas (33:39):
And right. And where's that place?
Max Cohen (33:41):
I got it's like and this is an inbound fall, but we
didn't know where that spot was.Right. And it's more just, I
guess, like poor planning on thethe collective of people that
went there. Yeah. Right?
But, you know, there's a lot ofpeople that I wish I got to see
and spend more time with likeyou, George. Maybe I saw you
like twice. Right, Chad? I sawyou for like a minute. Right?
I mean, at least we got to likesit together during the the
(34:01):
partner day thing. Right? Youknow? But I didn't have a ton of
time to, like, just really kindof kick it with people, which I
felt like is much easier forsome reason to do in Boston when
we all know that maincongregating place that we're
all kind of going to, you know?So, like, less of a letdown,
more of a, this is different.
Right? But yeah. No. I mean, itwas it was, you know, I I yeah.
(34:24):
It was it was good.
Chad Hohn (34:25):
I like it, dude. I had a great time. It was good. I
can't complain.
George B. Thomas (34:28):
I think for the first
Max Cohen (34:29):
time having it somewhere else for Boston, I
don't think it could have goneany Oh, honestly.
George B. Thomas (34:33):
It went really well. And the the team yeah. The
inbound team did a great job of,like They fucking rock. Yeah,
dude. Like, they were they wereJohnny on the spot, like, from,
like, checking you in to, like,if there were issues with your
badge to, like, Courtney Doggerand her team and getting it all
set up even before people walk.
It was just good. My letdown,same kind of with you, Max, is
(34:55):
there are so many humans, notenough time. I was getting
tagged in LinkedIn and I'm like,You were there? How did I not
see you? Why did we not meet up?
I wonder if that
Chad Hohn (35:09):
just had to do with the fact that the expo booths
were not next to the main areabecause everything was kind of
spread out more.
George B. Thomas (35:17):
Maybe, but you didn't see as many humans as you
thought you could or wanted tosee. We'll see how that feels
next year. Okay, so Max, take usto the happily booth for a
minute. How was the happilybooth? How did it go?
Like,
Max Cohen (35:38):
It was crazy. It was crazy if I'm being so honest
with you. Was absolutelyelectric from from beginning to
end. I would just get there,plant my feet on the on the
little astroturf that we had,and then blackout for
approximately, I don't know, tenhours or however long we were
there. We were there.
Scans badges. Scans and badges,preach the gospel around how
(36:02):
running events in HubSpot isactually the most big brain to
play you could ever run-in yourlife as a rev ops or event
person. Yeah. And it was sick.And it, you know, it was really
cool because this year thisyear, like, our tool is as close
to, like, just plug and play asit's ever been.
Chad Hohn (36:19):
As it's ever been.
Max Cohen (36:20):
Last year, you know, it was one of those things where
it was like, if someone thoughtit was cool, like, you still
needed a a PhD in HubSpot and aunnecessarily nuanced
understanding of on how our appworked in the background. It was
powerful. Don't get me wrong.But, like, this year, we were
dropping jaws, dude. Like, it'sjust like, it's so easy to just,
(36:42):
like, install and just startusing immediately.
It's crazy. And, you know, theteam did an absolutely insane
amount of work, like, getting itto where it was. And so we
dropped a bunch of big things.We got the event builder, which
just lets you basically give ussome information about your
event, and then we just buildall your assets for you instead
of you having to do it on yourown.
Chad Hohn (37:00):
Yeah. It's like the campaign builder dynamic. That's
cool.
Max Cohen (37:02):
It's crazy. Marketing studio is something we should
talk about at some point. Maybedo deep maybe do a whole episode
on it. Yeah. But we did that.
We did we had our new leadcapture app, which is a which
was a huge hit. Right? So, like,you know, instead of doing like
the boop boop thing, you just,like, scan text on a badge. We
look it up. We enrich it, throwit into HubSpot, all that kind
of stuff.
Chad Hohn (37:23):
And the original is pretty good too.
Max Cohen (37:24):
Dude, it was actually like 90%. Like, the amount that
I did
Chad Hohn (37:28):
like He scanned my badge and it's like, oh, you're
a company of blah blah blahpeople. And he sent me an email
just as a test, you know? Yeah.And it was like, I'm on pretty
good.
Max Cohen (37:36):
I'll be like, you see how it got your first name, last
name, and company? It pulledthat off your badge, but now
it's going to try to find somestuff. And I would sit there and
watch it with people. Right? Andlike twenty seconds later, it
would come up.
I'm like, is that right? They'relike, yeah, it's right. And I'm
like, sick. That's awesome. Wasgonna be wicked inaccurate, but
it ended up being, like, 90%,like, correct, which is which is
cool.
(37:57):
So then we did that, and then wehave this whole new, way to do,
like, in person check ins and,like, QR code scanning and stuff
like that. Mhmm. You know? Andso it was cool because, like,
these were things that justlived in my brain for a very
long time. And our team, like,worked day and night insanely
hard to, like, make thingsthings, like, real before
(38:18):
inbound.
And it was just it was a surrealexperience. And it was also it
felt very vulnerable. Like, Iwas like, oh, are all these
things we're doing? Like, arepeople actually gonna like it?
Was it gonna be good?
And it was just don't think Ihad one bad conversation. It was
just Love it. It was amazing.And the team was cranking. We
had, like, images on the iPadsand we're showing people.
It was really cool. It was Yeah.Super fun. Yeah.
George B. Thomas (38:37):
Alright. So we've served up an inbound meal.
Let's do some salt and pepper.Salt and pepper meaning you take
about fifteen seconds to twentyseconds each, and it can just be
the most random stuff. I'm goingto go first.
You guys can then go after me,and then I'll land this episode.
So salt and pepper of Inboundtwenty twenty five for me are
things like, one, getting tohave a dinner with Chad, his
(38:59):
wife, Chris Carolyn, his wife,myself,
Max Cohen (39:02):
and my wife sitting the one that I missed.
George B. Thomas (39:04):
And having, yes, one that you were invited
to, but you missed. No shadethrown. But that, sitting and
having that dinner was amazing.Driving in a Waymo, using it as
a tour guide through the city ofSan Francisco to take my wife to
see the Golden Gate Bridge, theFull House House, Mrs. Doubtfire
House, the Curviest Road.
Just being able to getcomfortable with that and
(39:25):
something we'd never done beforewas amazing. But also seeing
those things outside of theevent, seeing people like my PDM
and other partners that heserves, and we took a big photo.
Okay, that's probably longerthan twenty seconds. I'll shut
up. Those are salt and pepperrandom moments that made Inbound
(39:45):
twenty twenty five amazing.
Chad Hohn (39:47):
I, I really enjoyed hitting the city. Gotta go do
the Golden Gate Bridge with mywife and her friends. You know,
we were there early because mywife does, like, event
management as some may know.And, you know, because of that
oh, yeah. One of their gifts, Igot inbound socks.
George B. Thomas (40:04):
Nice. Yeah.
Max Cohen (40:06):
Full house house on the heel, man. Damn.
Chad Hohn (40:08):
Yeah. So that's that's a nice little thing that
the, the inbound event planningteam was given out to some of
the event staff, which was fun.So I got a little inbound Sakis.
Just seeing and connecting withpeople everywhere is just so
good. Doing the Waymo was fun.
Never done that before. I evengot in on the the public access
(40:30):
to the Tesla Robotaxi network ifany you know, people like them,
hate them, whatever. But, like,it was cool to do that for the
first time too. I gotta try twodifferent driverless car
services. That's fun.
Nice. So yeah.
Max Cohen (40:43):
Well, I'm glad you guys had a great experience with
a Waymo. We almost hit a dog andthen it dropped us off in the
middle of the street at, two inthe morning. That was
George B. Thomas (40:50):
weird. Yeah.
Max Cohen (40:52):
And then it, like, stopped behind someone who was
at a at a stoplight thatwouldn't go. And, like, we had
to, like, get in touch withWaymo support because we didn't
know what to do. And then thecar got, like, really annoyed
and just, like, backed up anddrove around the person, and
then they went. So, yeah, not agreat experience in Waymo for
us. But I will say, I had thebest fried chicken in my life at
(41:14):
this Chinese restaurant called Zand Y.
It had it was like just a bowlfull of Szechuan peppers with
this fried chicken that's friedin a way I've never seen chicken
fried before. Wow. And when youate it, your jaw literally would
buzz. It was the craziestsensation I've ever experienced
(41:34):
eating Chinese food.
Chad Hohn (41:35):
Is there some additives on that?
Max Cohen (41:38):
I'm like, what's
George B. Thomas (41:38):
some kind? On that.
Max Cohen (41:39):
I think it was just the bowl of Szechuan peppers it
was sitting in. Right? But,yeah, dude, it was it was sick.
I loved it. Can't complain.
Was good.
George B. Thomas (41:50):
Was good. So moral of the story is a lot
happens at inbound. If youweren't there this year, make
sure you check out the HubSpotYouTube channel. They are going
to have some things showing. Ifyou haven't ever been to Inbound
before and you're listening tothis, then try to make it a plan
to go in 2026.
It sounds weird to say thatbecause hopefully we'll be
seeing you in Boston and maybeyou'll even be part of our 2026
(42:13):
Inbound Recap next year. Okay,Hub Heroes. We've reached the
end of another episode. WillLord Lack continue to loom over
the community or will we be ableto defeat him in the next
episode of the hub heroespodcast? Make sure you tune in
and find out in the nextepisode.
(42:34):
Make sure you head over to thehubheroes.com to get the latest
episodes and become part of theleague of heroes. FYI, if you're
part of the league of heroes,you'll get the show notes right
in your inbox and they come withsome hidden power up potential
as well. Make sure you sharethis podcast with a friend.
Leave a review if you like whatyou're listening to and use the
(42:56):
hashtag hashtag hub heroespodcast on any of the socials
and let us know what strategyconversation you'd like to
listen into next. Until nexttime, when we meet and combine
our forces, remember to be ahappy, helpful, humble human,
and of course, be looking for away to be someone's hero.
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