HubSpot Spotlight with Yamini Rangan | INBOUND 2023

Summary

HubSpot CEO Yamini Rangan addresses the rapid changes in technology and customer behavior driven by AI, emphasizing the shift from the age of information to the age of intelligence. She highlights the importance of customer connection in driving growth and offers insights on adapting to these changes. Rangan shares personal experiences and HubSpot's data to illustrate the profound impact of generative AI on marketing, sales, and service, and concludes with four practical ways to evolve go-to-market strategies in the AI era.

Takeaways

• 🚀 **Embracing Change**: The rapid advancements in AI, particularly generative AI, are transforming industries at an unprecedented pace, moving us from the age of information to the age of intelligence.
• 🤖 **Understanding AI**: AI has been around for decades, but generative AI's ability to create new content, code, and insights marks a significant shift in its capabilities.
• 🌐 **Customer Connection**: The key to leveraging AI in marketing, sales, and service is to use it to deepen connections with customers, driving growth and satisfaction.
• 📈 **Growth Through Connection**: Companies focusing on customer connection see five times more growth than the average, highlighting the importance of meaningful engagement.
• 💡 **Customer Journey Evolution**: Customer expectations are shifting, with a desire for better, faster, cheaper, and more personalized experiences across all stages of the buying process.
• 🛠️ **AI in Action**: Implementing AI in customer service, content strategy, sales, and marketing can lead to more efficient operations and improved customer experiences.
• 🤔 **Starting with AI**: To evolve in the age of AI, businesses should start small, iterate quickly, and responsibly, adapting to the rapid changes in technology and customer expectations.
• 🤖 **Bots and Chatbots**: Introducing AI-powered chatbots on websites can enhance customer satisfaction by providing immediate, accurate responses to queries.
• 📚 **Content Strategy Refresh**: AI can optimize content creation and distribution, ensuring that material is relevant, engaging, and tailored to specific audience needs.
• 🔄 **Sales Formula Transformation**: The traditional sales approach of 'more is more' is being replaced by AI-assisted, insight-driven strategies that focus on quality over quantity.
• 🛡️ **Proactive Service**: Proactive assistance using AI insights can significantly improve customer service experiences, leading to more satisfied and loyal customers.

Q & A

What is the main theme of Yamini Rangan's speech at Inbound?

The main theme of Yamini Rangan's speech is the transformative power of AI, particularly generative AI, and how it is changing the landscape of technology, customer behavior, and the way businesses connect with their customers.

How does Yamini Rangan describe the impact of AI on the speed of change in the industry?

Yamini Rangan describes the impact of AI as accelerating the speed of change significantly. She notes that more has happened in the industry in the past nine months than other industries have seen in the last nine years, highlighting the rapid transformation driven by AI.

What is the difference between predictive AI and generative AI as explained by Yamini Rangan?

Predictive AI, which has been around for decades, forecasts future behavior based on past data and is ubiquitous in applications like content recommendations. Generative AI, on the other hand, is a newer type of AI that can create something new, such as content, code, or insights, instead of just analyzing old data.

How does Yamini Rangan's personal story about her kitchen renovation illustrate the power of customer connection?

Yamini Rangan's personal story about her kitchen renovation demonstrates the power of customer connection by showing how a company that deeply understood her family's needs and lifestyle was able to create a more meaningful and personalized experience. This connection led her to become a brand champion for the company, emphasizing the impact of intelligent and insightful customer engagement.

What are the two key insights Yamini Rangan shares about the relationship between customer connection and growth?

The two key insights shared by Yamini Rangan are that companies focusing on customer connection saw five times more growth than the average company, and companies that consistently connected with their customers at every stage of the journey saw 19% more growth.

How is the customer journey evolving due to AI and changing customer expectations?

The customer journey is evolving as customers expect better, faster, cheaper, and more personalized experiences. They are discovering products through social media, seeking information through conversations rather than clicks, expecting personal insights rather than just personalized information, and desiring proactive assistance instead of reactive help.

What are the four practical ways Yamini Rangan suggests to evolve go-to-market strategies for the age of AI?

The four practical ways to evolve go-to-market strategies for the age of AI are: 1) Get started with bots for websites and support, 2) Refresh content strategies with AI optimization, 3) Flip the sales formula to focus on insight-driven activities, and 4) Be proactive with service by providing rich insights to drive customer value.

How does Yamini Rangan encourage businesses to approach the implementation of AI?

Yamini Rangan encourages businesses to start small, iterate fast, and iterate responsibly. She advises that there is no definitive playbook for AI and that businesses should experiment, learn, and adapt as the technology and customer expectations continue to evolve.

What is HubSpot's approach to integrating AI into their customer platform?

HubSpot is integrating AI into every engagement hub and across the entire customer platform to help businesses leverage the power of intelligence. They are building AI features to assist with customer connection, growth, and service optimization.

How does Yamini Rangan's speech emphasize the importance of acting on intelligence?

Yamini Rangan's speech emphasizes the importance of acting on intelligence by showing how it can drive deep customer connections, transform knowledge and creative work, and ultimately lead to business growth. She positions AI as a tool that can enhance marketing, sales, and service strategies by providing actionable insights and personalized experiences.

What is the significance of the shift from the age of information to the age of intelligence as described by Yamini Rangan?

The significance of the shift from the age of information to the age of intelligence is that it marks a profound change in how we interact with and utilize data. While the internet gave us access to vast amounts of information, generative AI now provides us with the ability to create new knowledge, content, and insights, thus altering the way we live, work, and buy.

Outlines

00:00

🚀 Introduction to Inbound and the Era of Change

The video script begins with an introduction to the Inbound event by the CEO of HubSpot, Yamini Rangan. She expresses excitement about discussing not just AI, but the broader concept of change in the tech industry. Rangan highlights the rapid advancements in AI, such as ChatGPT, Bard, and LLaMa, and emphasizes the unprecedented speed of change. She notes that while AI is not new, the emergence of generative AI represents a significant shift, moving from an information age to an intelligence age. Rangan sets the stage for a discussion on how to adapt and grow in this changing landscape.

05:01

🤖 AI's Impact on Customer Connection and Growth

Yamini Rangan delves into the impact of AI on customer connection and business growth. She confesses her fascination with AI and its transformative effect on the world. Rangan shares a personal story about a kitchen renovation to illustrate the power of deep customer connection. She then connects this to AI's potential for scaling personalized customer interactions. Rangan presents data from HubSpot's research, showing that companies focusing on customer connection experience significantly more growth. She argues that AI can enhance customer connections at scale, leading to business growth.

10:04

📱 Evolving Customer Expectations and Behavior

The script transitions to discussing the evolving expectations and behaviors of customers in the age of AI. Rangan highlights that customers are seeking better, faster, cheaper, and more personalized experiences. She notes that the buying process has become more complex for buyers, while the quality of information available online has deteriorated. Customers now expect companies to be present everywhere at all times, and they seek valuable, actionable information in their interactions. Rangan emphasizes the opportunity for generative AI to deliver more personalized experiences and the importance of understanding customers at a granular level to form genuine relationships.

15:06

🌐 Shifts in Customer Discovery and Engagement

Yamini Rangan addresses the shifts in how customers discover and engage with products. She explains that discovery has moved from traditional search to social media platforms, with 44% of business buyers using social media to find new products. Rangan discusses the transition from clicks to conversations, where customers now prefer one-on-one chats to gather information. She points out that customers expect personalized insights rather than generic information during their buying process. Rangan also touches on the importance of proactive assistance in the use stage, contrasting it with the frustration customers feel with reactive help.

20:08

💡 Strategies for Embracing AI in Marketing, Sales, and Service

Rangan provides four practical strategies for businesses to evolve their go-to-market approaches in the age of AI. She suggests starting with bots, both for marketing and support, to improve customer interactions and satisfaction. Rangan advises refreshing content strategies with AI, emphasizing the importance of depth and context in content creation. She also recommends flipping the traditional sales formula, focusing on efficient reps assisted by AI and insight-driven activities. Lastly, Rangan stresses the importance of proactive service, using AI to provide rich insights and drive customer value. She concludes by expressing excitement about the transformative potential of AI in marketing, sales, and service, and invites the audience to join her in embracing this change.

25:08

🔧 HubSpot's Commitment to AI Integration

In the final paragraph, Yamini Rangan discusses HubSpot's commitment to integrating AI into its customer platform. She mentions that HubSpot is building AI into every engagement hub and across the entire platform to help businesses grow. Rangan introduces Andy Petri, Head of Products in UX, who will share new developments in HubSpot's AI integration. She concludes her speech by reiterating the significance of change in technology and customer journeys, and how AI can enhance human connection in business. Rangan's enthusiasm for AI's transformative power is evident as she invites the audience to join her on this journey.

Keywords

💡AI

Artificial Intelligence (AI) refers to the simulation of human intelligence in machines that are programmed to think and learn like humans. In the context of the video, AI is the driving force behind transformative changes in technology and customer interactions, with a focus on generative AI that can create new content and insights.

💡Generative AI

Generative AI is a type of AI that is capable of creating new content, code, or ideas based on existing data. Unlike predictive AI, which uses historical data to forecast future behavior, generative AI can produce novel outputs. In the video, it is emphasized as a significant shift that is changing the way industries operate by enabling the creation of new knowledge and creative work.

💡Customer Connection

Customer connection refers to the relationship and engagement a company has with its customers. It involves understanding customer needs, preferences, and behaviors to provide personalized and meaningful interactions. The video underscores the importance of customer connection in driving growth and how AI can enhance this connection at scale.

💡Customer Journey

The customer journey describes the process a customer goes through from discovering a product or service to making a purchase and beyond. It encompasses all touchpoints and experiences a customer has with a brand. In the video, the customer journey is discussed as evolving with AI, changing expectations at every stage from discovery to service.

💡Personalization

Personalization is the customization of products, services, or content to meet the specific needs and preferences of an individual customer. It goes beyond basic segmentation to deliver tailored experiences. The video emphasizes that customers now expect personal insights, not just personalized information, indicating a move towards more granular and context-aware interactions.

💡Proactive Assistance

Proactive assistance refers to taking action to meet customer needs before they are explicitly stated. It involves anticipating problems and providing solutions or information without waiting for the customer to ask. In the video, the speaker encourages companies to shift from reactive help to offering insights and assistance that delight customers and add value to their experiences.

💡Content Strategy

Content strategy involves the planning, creation, and management of content to engage and communicate with a target audience effectively. The video discusses the need to refresh content strategies with AI, emphasizing the importance of depth and context in content creation to optimize for AI-driven discovery and engagement.

💡Sales Formula

The sales formula refers to the approach or methodology used by sales teams to achieve their goals. The video suggests that the traditional formula of hiring many reps and driving high activity is outdated. Instead, it proposes an AI-powered approach where efficient reps are assisted by AI with connected tools and insight-driven activities to increase sales.

💡Customer Experience

Customer experience (CX) is the perception a customer has of a brand or business, shaped by their interactions, impressions, and relationships. It encompasses all aspects of customer engagement, from pre-purchase research to post-purchase support. The video highlights the evolving expectations of customers at each stage of the journey and the need for companies to adapt to provide a better CX.

💡Transformation

Transformation refers to a significant change or alteration in form, appearance, or character. In the context of the video, transformation is used to describe the profound impact of AI on marketing, sales, and service industries, suggesting a shift in how businesses operate and connect with their customers.

Highlights

AI's impact on technology and the speed of change, with major shifts in the past nine months surpassing other industries' nine years of change.

The introduction of generative AI, which can create new content, code, and insights, marking a profound shift from the age of information to the age of intelligence.

The importance of customer connection in driving growth, with data showing companies focusing on it experience five times more growth.

The evolution of the customer journey with AI, emphasizing the need to understand customer expectations at every stage.

The shift in the discovery stage from search to social, with 44% of business buyers using social media as their primary source for discovering new products.

The transition from clicks to conversations, where customers now prefer one-on-one chats over browsing websites for information.

The expectation of personal insights over just personalized information, with customers seeking tailored insights specific to their needs.

The change in the use stage from reactive help to proactive assistance, with customers desiring proactive engagement for a better experience.

The story of a kitchen renovation that exemplifies the power of deep customer connection and understanding customer chaos.

HubSpot's approach to AI integration, with a focus on 'do, don't deliberate' and the importance of starting small and iterating fast.

The four practical ways to evolve go-to-market strategies for the age of AI: getting started with bots, refreshing content with AI, flipping the sales formula with insights, and being proactive with service.

The impact of AI on the sales process, shifting from a quantity-driven approach to an AI-assisted, insight-driven strategy.

The significance of AI in content strategy, emphasizing the need for depth, context, and optimization across communities.

The role of AI in service, highlighting the importance of proactive action and providing high-value insights to customers.

HubSpot's commitment to integrating AI into every engagement hub and across the entire customer platform, aiming to help organizations leverage intelligence for growth.

The personal transformation experienced by the speaker due to generative AI, changing daily life and work processes.

Transcripts

(gentle music)

(upbeat music)

- [Announcer] Please welcome

Chief Executive Officer HubSpot, Yamini Rangan.

(gentle upbeat music)

(audience cheers)

- Welcome everyone to Inbound. Woo.

(audience cheers)

- We have over 12,000 attendees in person in Boston.

Hey, Boston.

(audience applauds)

And we have over a hundred thousand joining us online

from all over the world.

Welcome. Woo.

I'm so excited

that I get to talk with you all today.

I know you think I'm only gonna talk about AI,

but I'm here to talk about something even bigger.

Change. AI came in hot on the scene this year

and while we have seen major shifts

in technology from cloud to mobile to social,

what makes this feel different is the speed of change

from the launch of ChatGPT to Bard to LLaMa

to the exciting new ways in which we can use generative AI.

More has happened in our industry in the past nine months

than other industries have seen in the last nine years.

Can you feel it?

Yeah. Technology is changing.

The way customers buy is changing

so how we connect needs to change.

So I wanna share my thoughts

on how you can adapt and grow with these shifts.

Now, a small confession.

I'm an AI geek.

While many people like to watch Ted Lasso,

I really like to watch YouTube videos

on neural networks and deep learning.

I love it.

I can't get enough of it.

The way generative AI has really transformed the world

that we live in this year has just been fascinating

and at the same time a little daunting.

So let's demystify AI.

What exactly is AI?

Why has it taken the world by storm this year?

AI is not new.

It's been around for decades, and in fact, predictive AI,

the kind that forecast future behavior based

on data from the past is ubiquitous.

We love it.

We depend on it.

This is the intelligence that drives HBO to recommend

Succession that you're binge watched.

There's the same intelligence that drives

your favorite clothing brand to say,

"I know you have that sweater in black."

But orange really pops with those new white jeans.

Orange is always good.

That AI is not new.

So what has changed this year?

There is a new kind of AI called generative AI.

And in the most simplest terms

instead of just analyzing the old data,

generative AI can generate something new.

AI has gotten really good

at creating new things, new content, new code, new insights.

It can draft everything from blog posts to biographies.

It can generate everything from data reports to Drake songs.

For the first time,

AI has the potential to transform knowledge

and creative work, and that is a profound change.

And that means generative AI is moving us

from the age of information to the age of intelligence.

Now, think about this.

The internet gave us access to information that was

in books, articles, encyclopedia right at our fingertips.

It changed the way we live, work, and buy.

And now generative AI is giving us access to intelligence

and once again, the way we live, work, and buy will change.

Now that's a big shift.

How do we process that?

Well, what if we put the word artificial aside

for a moment and really focus on what's left?

Intelligence. Because at its core that's the shift

that's happening with AI.

We're going from acquiring information

to acting on intelligence.

And if you are a marketeer out there, a salesperson,

a service rep out here, I know you're here,

then what's the best way to use this intelligence?

The answer is simple.

The most intelligent way to use intelligence

as a go-to-market professional is

to drive customer connection.

I wanna share a personal story about the power

of this intelligence to drive customer connection.

Now, my home is made up of two teens,

two couriers, two cats.

It's just absolute chaos and we love it

and we thought we would add

to this chaos with a much needed kitchen renovation

in the middle of the pandemic.

I know that's a bold move, right?

I like to live life on the edge.

Now, when I first met with this contract and design firm,

I was ready for mind-numbing information gathering.

What kind of layout do you want?

What color of tiles?

What type of wood?

They didn't ask me any of these questions.

Instead, they actually observed our chaos,

they looked at how we are using the space,

they asked insightful questions about how we come together

as a family and they connected deeply with us as customers.

And because of that, they didn't help us renovate our house.

They helped us create a home.

And as a customer, what have I done ever since?

Well, it is amazing.

I have been their brand champion, their number one fan

and I've talked about them nonstop.

That is the power of acting on intelligence to be able

to connect deeply with your customer.

Now, imagine this.

Imagine if you can scale that type

of connection with hundreds, thousands,

maybe even millions of your customers

by observing their patterns, anticipating their needs

and offering them insights that's possible with AI.

I know some of you're thinking, well, it's so great

that you and your cats feel so connected

with this company, Yamini.

But really does this connection matter?

The answer is yes.

Connection matters because it drives growth.

This is why I'm personally obsessed with customer connection

because in order to help you all grow,

we need to help you connect with your customers.

So at HubSpot, this year, we took a step back

and we looked at all of our customers who are growing most

and how they are connecting with their customers.

And specifically, we looked

at the growth in the number of deals one.

Anybody care about winning deals here?

Yeah, everybody cares about winning deals.

So I wanna offer two insights based

on the research that we did at HubSpot.

One, companies who focus

on customer connection saw five times more growth

than the average company.

We have intuitively known that connecting

with customers is really good business,

but now we have the data

and the intel to back it up five times more growth.

Next, we found that companies who consistently connect

in every single stage

of the customer journey saw 19% more growth.

What that really means is

that no matter which segment you are

in which industry you are in,

the more you meaningfully engage

with your customers, the more you're gonna grow.

So the takeaway is really simple.

Customer connection drives growth

and AI can drive that connection at scale.

So that's great.

Where do we get started?

We start where we always start with the customer.

At HubSpot, we are customer journey connoisseurs.

In fact, Brian and Dharmesh just built this

into the DNA and I love it.

So with this big transformative shift,

we're doing exactly that.

We're getting deeply curious about our customer's journey

and we went straight to the source.

We asked many of you our customers,

how you think the customer journey is evolving

and changing with AI, let's actually listen.

- There have definitely been

some customer behavioral changes

over the last year or two.

- Better, faster, cheaper, and more personal.

That's what they want.

- Our buying process is becoming

more involved for our buyers.

Conversely, the information,

the content that is available kind of on the internet has

gotten worse over the years.

- Customers are having so many different sources

for information.

A lot of it's highly indexed on social media.

- I think you can't be just in one place at one time.

You are expected to be in all the places at all times.

- Customers are looking for more information

in their interactions that is valuable and actionable

not just a sales pitch.

- Generative AI gives us an opportunity

with all the data we have to get more personal.

- Customer connection is

all about understanding the customer

at a much more granular level

and forming a genuine two-way relationship.

- We're talking about connecting to people,

understand the entire person, and that enables us

to where we can be a better partner, be a more

human partner, and engage in the moments that matter.

- That's amazing.

You just heard them.

Now customer journey is changing

and you look at the entire journey.

Customer expectations are really changing

and we need to put ourselves in the shoes

of these customers to understand this change

from how they discover and consider new products

to how they buy and use these new products.

So let's jump straight into the customer journey

and let's start with the discover stage.

Now, discovery of new products is actually going

from search to social.

Customers simply used to be able to search

and get access to lots of links from all over the internet,

but things are changing

because customers are discovering new products

before they even search.

And that's because companies are finding them

where they are on social.

Now, 44% of business buyers say

that they use social to discover new products.

That's become their primary source.

TikTok, Instagram, YouTube, they're all

on the rise because they serve customers engaging

and relevant videos before they even have to search.

So in the discover stage, it's really clear.

Customers don't wanna search, they wanna get social.

So your customer has discovered your product,

that's great news and they're considering purchase

and they'd like to learn more.

How they learn is going from clicks to conversations.

Now, let's think about this.

When your customer wanted more information

about your product, what they always do.

Well, they headed to your website and within your website,

they would click filter and sort

through all of that information that you provided to try

and figure out what they want.

But all that clicking around is just so time consuming,

super inefficient, especially in this ChatGPT world

where they never even have to leave

a simple chat box to figure out exactly what they want.

So now when they're looking for more information,

what do they do?

They go to the website, but they wanna chat.

They just want a one-on-one helpful conversation to find

out exactly what they need.

So customers have spoken

or well typed and it's really clear.

They don't wanna convert on your website,

they wanna converse on your website

and your customers had great conversations

and they are getting ready to buy.

Here, their expectations are actually going from being okay,

getting personalized information

to getting personal insights.

And there is a big difference.

Let's think about this.

Your customer's about to get on a call with your rep

and that should be an easy breezy conversation, right?

Well, the call starts

and your customer's getting the sinking feeling, oh no,

I'm getting qualified.

Because your rep starts with,

tell me what you're looking for.

Describe your pain again, and your customer's thinking,

you know what is really painful is explaining the pain

for the fourth time in a row.

You know, customers have given us all

of this information across so many different channels,

it just didn't make it to that particular conversation.

They expect you to take the context

across all of the interactions you've had with them

and bring them insights every single time

that you connect with them.

So personalized is templated.

Hello, first name, not gonna cut it anymore.

Personal is tailored.

They expect insights that are specific to them.

Alright, your customer bought, signed, sealed, delivered,

they're yours.

You're out there celebrating.

But this is when the real work begins

because in the use stage,

the expectations are going from being okay

with reactive help to wanting proactive assistance.

Just imagine this, your customer,

when they want to get a question answered, what do they do?

They submit a ticket, they call in, listen

to some elevator music and then try to follow

up with an email to get the answer that they need.

And guess what?

Most of the time they don't even get the answers

that they're looking for.

No wonder 98%

of customers find

service interactions absolutely frustrating.

The other 2% must be doing a lot

of yoga because they know you have AI

and they know that that means you have the intelligence

and the insights to delight them proactively.

And we all know

as customers how powerful that delight moment can be.

In fact, I actually remember my first, or one

of my very first delight moments as a customer

way, way, way back.

Now I was 15

and I would go to the local library every week.

I was a bookworm of epic proportions

and my librarian who got to know me would hand me a stack

of books, mystery novels,

biographies, (indistinct) comics books.

Anyone? Yeah.

And her proactive action made me feel seen, understood

and it just delighted me.

I still remember that moment.

That's what customers wanna feel, delighted.

Customers don't want reactive assistance,

they want proactive action.

Now, if you step back

and you look at this entire customer journey, wow,

things are changing in every single stage of the journey.

AI is not only changing the technology landscape,

it's costing your customers expectations

to change pretty dramatically.

So that means standing still here is not an option.

You need to evolve.

You need to evolve how you connect with your customers.

And if you ask me, my best advice is just get started.

There is no playbook for AI, for marketing, for sales,

for service because things are evolving really rapidly.

The best thing that you can do is to start small,

iterate fast and iterate responsibly.

And that's exactly what we are doing here at HubSpot.

In fact, our motto when it comes

to AI is do, don't deliberate.

So we have been responsibly experimenting, learning,

getting a ton of feedback from all of you customers

and we've learned a lot over the last nine months.

So I wanna share four ways

in which you can start evolving your go-to market

for the age of AI.

Wanna get started?

Yeah, well, first one, get going with bots.

In fact, start one for your website.

Remember your customers, they don't wanna click sort filter

through all of that information.

They just wanna chat.

So your chat should be able to answer questions

about your product, about pricing,

about case studies that your customers are interested in

and it should be able to do it better.

At HubSpot, we added a gen AI-powered chat bot

earlier this year and it's been working great.

In fact, 78%

of chatter's questions have been fully answered by the bot.

And these chatters have great customer satisfaction scores.

Once you have a marketing chat bot,

next is time to add a support bot,

get the most repetitive questions answered right away

by the bot so your teams can focus

on the ones that require complex answers and expertise.

Your service levels are gonna improve

and your customers will be absolutely delighted.

Alright, next, hit refresh on your content strategy with AI.

And specifically you should be asking two questions.

What kind of content do I generate now

in which communities do I share that content in?

Now whether you're creating blogs

or podcast or infographics,

the content that you create should be optimized

for AI and that means it has to have depth.

Keywords are still important, but the relationship

between words and the context

across these words are even more important for gen AI.

So that is how you should be thinking about content.

So for example, let's say your customer is going to search

for the best standing desk.

They will actually find your blog article which said

best standing desk in 2023.

But what if they ask the bot question

about your product, pricing, models, where they can buy it?

Do you have all of that information available

for the bot to pull it from?

Make sure that you really understand your audience intent

when you're creating this content.

Next, you have all this wonderful content.

Where do you share it?

Multiple communities needs to be

across all of these communities.

And here's where AI can really help.

It can help you take the base content you have

and optimize it for every one of these communities.

It can schedule posts on your behalf.

It can even recommend the time

of the day that you need to be posting based

on prior engagement metrics.

Almost every part of content, ideation,

creation and distribution is ripe for change with AI.

So this is a great place for you to get started.

Alright, third, flip the sales formula.

Sales leaders, sales reps, this is for you.

And there is a old sales formula

which is hire a lot of reps,

give them a stack of tools and drive a lot of activities.

That whole like more is more strategy, no longer works.

Your reps are overworked

and your customers are just overwhelmed with their outreach.

There's a new way, which is an AI-powered way.

Efficient reps that are assisted by AI with connected tools

and insight-driven activities will lead to more sales.

And here's the best news.

You have all the data about your customer.

AI can help you convert that into insights.

And that means you can focus on what you do best

which is meaningfully connect with your customers.

Okay, last one here.

Most important, let's talk about service.

Believe it or not,

getting people to buy

your product is not the biggest challenge

facing companies today.

It is getting them to use it, engage with it,

get value from it.

This is where you need to be proactive.

Instead of just waiting for your customers to call you,

be proactive with more insights

because more insights equals more value.

Make every conversation count

and AI can absolutely help you.

Can tell you the next high value feature

your customer needs to be to be using what customers similar

to them are doing in other industries.

Share that.

Make every conversation insight rich to drive value.

So if you asked me,

"How can I evolve my go-to-market

for the age of AI?"

I would say start with these four practical ways.

Get going with bots.

Hit refresh on content with AI.

Flip the sales formula

with insights and be proactive with service.

It is such an exciting time to be in go-to market.

We now have the opportunity to drive customer connection

with intelligence and HubSpot, we're there

on this journey with you.

Our bread, butter, and jam is all about helping you grow.

You know, back in 2014, we launched HubSpot CRM

and back then our motivation was very simple.

We believed that millions

of organizations can grow better with a great CRM.

That's easy and powerful.

And now in 2023, we believe every organization

deserves an AI-powered customer platform.

We wanna help you leverage the power of intelligence. Yes.

(audience applauds)

We're building AI into every one of the engagement hubs

and across the entire customer platform.

In a minute, Andy is going to come in

and he's going to take you

onto the hood of our entire customer platform

and share all the exciting new developments

that we have been working on to help you grow.

You're gonna be so excited, blown away.

I wanna finish by bringing us back to where we started.

Change. Technology is changing, customer journey is changing

and how we connect really needs to change.

My world is changing too.

Gen AI has revamped how I approach my life and work.

I wake up in the morning with chat spot

and ChatGPT, eagerly waiting to assist me.

I use it to get insights

about our monthly pipeline to prepare for customer calls

to help me write talks like this one.

I use it to unearth incredibly new recipes

for the bottomless appetites of my two teen boys.

It's really changed the way I'm living

and I'm energized by it.

And I welcome you all to join me.

This could be the most profound change

to transform marketing, sales, and service

and help us connect better as humans.

With that, it is my absolute pleasure

and delight to welcome Andy Petri, our head of products

in UX, to take you on the journey with our product.

Thank you so much and enjoy Inbound.

(audience cheers)

(upbeat music)