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Kieran Flanagan
Hot off the presses, ChatGPT and OpenAI have just announced an integration with my company, HubSpot, and that brings all of your CRM, your sales, your marketing data inside of ChatGPT and deep research. And it is mind blowing. I think it's one of the most important things to happen in marketing and sales in years because it gives everybody their own Harvard level analyst right inside of ChatGPT for their sales and marketing. And if you're a seller or you're a marketer, you can get real time feedback and help on the work you're doing in a way that's really never been possible before. It is a game changer. We're going to walk you through how to get started. We're going to give you a ton of free prompts and you're going to be able to instantly start growing your business. Even better, let's get to today's show. Here's a quick word from our sponsor.
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Kieran Flanagan
Hey everyone, we are coming in hot with some amazing new AI news and this time it features OpenAI and ChatGPT and our company HubSpot. And so Kieran, we had a massive announcement a few days ago and that announcement was that HubSpot was the first CRM to be integrated with OpenAI's deep research product. And OpenAI as part of that released basically their support for MCP and their kind of early vision for how they're going to connect to a lot of third party applications. Why the heck does this matter? Why are you excited about it? Like, let's give everybody a little context before we walk through how to do everything.
Kip
Well, I think it's really cool that HubSpot was the very first CRM platform to be integrated in ChatGPT. So now we are bringing the power of HubSpot right into your ChatGPT instance. And for those of us that live in ChatGPT, which is 100% me and Kip, it could be a bit of an illness. I'm still in cloud as well. I do Want to say, I get some notes from people saying, do you not love Cloud anymore? I was doing some stuff in cloud last night, but now you're able to get all of this rich, rich content right in ChatGPT from your HubSpot instance. The actually incredible thing is for knowledge workers, you now have HubSpot, but what they released is you can connect it to your email, you can connect it to your Google Drive, you can connect it to your calendar and you can run deep research across all of these different tools to get one report, one analysis, one whatever you need. And it just goes off and researches all of the different data from these different tools. And it's really a 10x feature that I think every knowledge worker is going to be able to accelerate their results by using these tools.
Kieran Flanagan
Like if you're a sales leader, a salesperson to be able to look at that data in HubSpot, but also like overlay your calendar data with like how maybe you should be spending your time differently, right? Like that's a game changer that can completely change your productivity, your mindset around the problems that you're solving. And we're going to walk through all of this. So what happened is this connector happens and it's in deep research. We're going to show you how to set that up. And so it's available to anybody who has chatgpt that has deep research, which I think is all editions of ChatGPT except I think there's some limits on free. And so I think if you're a free Chat GPT user, it's a little.
Kip
I don't even know, you know, my AI more AI more. So I actually don't, I don't even look at the people have really. So I actually don't always know what's available in the different tiers because I've just got them all. But I haven't just got them all. You're the same. I have them all for personal and all for work. So I have, I have every seat duplicated across every tool.
Kieran Flanagan
Well, I know for certain it's available in plus and Pro, personal accounts, enterprise accounts, Edu accounts, all of that. And so if you're spending 20 bucks or more with ChatGPT, you're going to have access to this. And it's available in all versions of HubSpot, including the free version of HubSpot. So that means for what we are showing you today, you can do all of it for as little as 20 bucks. Right? Because if you have some contacts and some data in a Spreadsheet, you could put them in a free version of HubSpot, start doing some basic sales engagement within HubSpot, collecting more data. Connect that to ChatGPT and ChatGPT can help you. Right. So for as little as 20 bucks you can do everything we are talking about and that's 20 bucks a person.
Kip
Really does give you an incredible analyst and actually even some level of marketing skills, sales skills that you can all then just take that information and action straight in HubSpot straight away.
Kieran Flanagan
Yeah. So I think that's what's really important. If you are a small company, this gives you like a Harvard MBA sales analyst for your business that you didn't have before for $20 a month. If you're a bigger company and you're an employee at a bigger company, this basically gives you your own personal analyst versus like waiting for like a backlog of some analyst for your team. Right. And that accessibility and that availability of knowledge and advice is a complete game changer.
Kip
Exactly.
Kieran Flanagan
Okay, so we start showing some stuff here.
Kip
Get into it.
Kieran Flanagan
So just to anchor everybody, when you are doing this, you want to come to tools, run deep research and sources and you want to turn on HubSpot as a source or any of the other sources. But in this case we're talking about HubSpot. You're going to want to turn on HubSpot as a source for deep research. And to do this you do need to go in your settings and OAuth HubSpot to your HubSpot account once. There's plenty of videos on the Internet on how to do this. And when you log into ChatGPT, you're often even prompted to connect sources like HubSpot. So if you want this to work properly, you need to see research down here and HubSpot turned on as a source. Okay. Was that clear? Kieran, Anything I missed there?
Kip
No, I think you and I talked about off camera. I've got all of them.
Kieran Flanagan
Yes.
Kip
I've got like web, Gmail, Calendar, Drive and HubSpot switched on. What we are not sure of is how good it's going to do if we don't give it specific instructions of what tool to go and research. How good is it going to be to just know I should go into drive for this, I should go in HubSpot for this. So I think at the moment what I do is I say go to HubSpot and my G drive.
Kieran Flanagan
Yes.
Kip
To search for this data to make sure it does pick the right sources.
Kieran Flanagan
Yeah. Or if you want to like look at A combination of data. Say it, hey, combine the data from HubSpot and G Drive to help me solve this problem. Right? And that is giving it a little context of what to do. The other thing, Kieran, that I have found, I don't know if you found this is this is not like just deep research on the web anymore. This is deep research across really in depth data. Like your CRM data of your sales engagements, your leads, your opportunities, your customers, all that. That's a lot of data and there's a lot of nuance in that data. Right. So it takes a little bit of time. What I have here is 10 prompts and we're going to share these 10 prompts for free. Check the link in the description below. And what I basically did, Kieran, is I had chatgpt go and look at all the data that was available in HubSpot. And for the purpose of this, Kieran and I are using a kind of a dummy demo portal with a fake business with a bunch of fake data. But I asked it to go look at what data was available and come up with the use cases it thinks are the best to use for this integration.
Kip
I actually love what you've done. Actually do a deep research to figure out all of the data it has access to and then actually you could build upon that and say, okay, well if I'm a sales manager based upon this data, what are like the top three? So I think that's a cool way for everyone in terms of how you would get started is like ask AI what it can do, what can you do?
Kieran Flanagan
But Kieran, when I did that, it.
HubSpot Ad
Did deep research for 90 minutes.
Kip
Oh wow. It really went to try to figure out what it could do. It's like, okay, I better figure out what I can do.
Kieran Flanagan
It really, really went and thought for it and do you want to see what it came up with? Because I haven't showed you this yet.
Kip
Yeah, let's do it.
Kieran Flanagan
Okay. So what's interesting, right, is it pieced out what the business model was. It pieced out the current growth priorities for the company, what it thought was. It pieced out the tools that it was using in HubSpot the most, the target audience and industry focus.
Kip
Oh geez. This is so good.
Kieran Flanagan
It's so good. AI driven prompt ideas for growth.
Kip
Nice.
Kieran Flanagan
Ready? Here are the 10 that it came up with. Renewal Email draft draft A personalized email to re engage a CFO at a large financial service company, IG Global Financial Corp. About their upcoming contract renewal. This email should highlight the ROI we've delivered in the past year and the proposed upgrade as service for the next term. That's a really good use case.
Kip
That's a really good use case. Yeah. And then you can automate that and then you are in a pretty great.
Kieran Flanagan
Place with your renewalist consulting case study post. So generate three LinkedIn post ideas that showcase our solutions impact on a management consulting firm. So like these are kind of case study link and post insurance webinar Multi vertical content strategy I thought this was good Upsell strategy brainstorm we recently ran a successful pilot with an energy company eco Energy Solutions for 2K and now aim for a 220K upsell brainstorm an upsell strategy what value metrics to present, how to address any concerns from the initial phase and a suggested timeline for engagement to secure larger contract. That's a dope prompt.
Kip
This also fits into my theory that ABM is reimagined with AI and it actually now is pretty good and that actually what AI is going to allow you to do is do true account strategy but not ring fence to like large target accounts for anybody. Yeah. You can automate all of these prompts and so you can have a very clear marketing and sales strategy per account. And I think that is one of the things that fundamentally changes about marketing and sales.
Kieran Flanagan
I think this is really interesting and I think there's a macro point here.
HubSpot Ad
This is not financial advice.
Kieran Flanagan
But if I were just thinking about something you and I could potentially do Karen is you would potentially think about shorting any large enterprise company whose whole differentiation is a very customized personalized sales process.
Kip
Yeah. Yeah.
Kieran Flanagan
Because that is going to change. Everybody is going to be able to offer a very personalized sales process and experience regardless of how much that potential customer may be paying you.
Kip
Yeah.
Kieran Flanagan
And it's going to be a massive disruption huge amongst how go to markets and sales and marketing teams work over the next couple years.
Kip
Yeah, that's my frame and you and I have talked about this when we were in San Francisco is I do think this precision based marketing and precision based sales is going to be a new framework and is going to be something that AI is going to help you be able to scale. And this is like good examples because you can have AI fundamentally figure out on a per account basis what your strategy should be because it has all of the data.
Kieran Flanagan
Yeah. So the upsell strategy brainstorm prompt that we have here I thought was a prime example of that. Customer onboarding, lead scoring, enterprise success, case studies, deal nurturing, follow up and then renewal negotiation Call script. Think about it. If you are a sales or CS person, this is a game changer for you. Right? Like it completely facilitates the insights and automation around so much of the things that you're spending manual time on. So these are 10 prompts, they're going to be for free. But this is just like the base level, broad scale. What it can do, it can do so much beyond this. But this was to be emblematic of what is possible with this new integration.
Kip
So I love this one. Right. So what I was trying to figure out was one of the things you want to continually do is refine your icp because again, if you're going to believe that precision based marketing and precision based sales become a thing, the more you can iterate and refine your ICP for everyone who is listening, that's your ideal customer profile. So who really is the ideal customer for your product that you want to market and sell to in a time gone by? That is a pretty large undertaking. You have to go and do like external research, internal research. Now I can just say things like, well, you know, analyze my top 50 close 1 deals and identify common firmographics buy roles and deal behaviors and then recommend a refined ICP. And it suggests segment for targeting.
Kieran Flanagan
That's a great prompt by the way.
Kip
Yeah, it does this whole thing. So I asked it for 2025. It analyzed the firmographic patterns of top deals. So it tells me a lot about who are the top deals. Mid market. Tells me about their employees, tells me about their revenue, gives me all of these industry, company size locations, breaks it down here, a summary of some of these deals. Buyer role patterns in successful deals. Look how good this is. So the average B2B deal includes seven buyers. So when you're selling to a company that usually there's like on average seven people in that buyer committee. And so look, it's so good it starts to parse the actual buyer roles in successful deals. C level and VP decision makers. Most deals were driven by executives or senior management, CEO, chief technology officer. We also saw vps. So it tells you the specific vps and then it tells you about some of the functional roles. So it gives you the primary buyer roles and top deals. So I think that is incredible information. The average deal cycle, touchpoint patterns and then it goes all the way through and then gives me a refined ideal customer profile.
Kieran Flanagan
That's dope.
Kip
Yeah, it talks about the company size, talks about the buyer Persona, talks about the geo, talks about the industry. So it gives me the actual companies to target and then you can just build a marketing strategy.
Kieran Flanagan
You can just have it write a new sales strategy, right? Hey, based on this new icp, exactly how would you update my sales strategy to increase my win rate and my revenue growth?
Kip
Which is pretty scary because that's two prompts and I can have an entire sales methodology built out for my new icp. And what I could do is get much more granular. I'll give you one more and I throw it back over to you. Yeah, so I thought this was super cool. One of the things, if you're running a sales team, you want to be very cognizant of your deals at risk. And so what I did was reviewed my Open Deals and HubSpot identified the ones that are risk based upon the stage, duration, last activity and buyer engagement. So basically you have a bunch of deals in your pipeline. It's really hard to keep track of of like ones that are at risk because there's no engagement or the engagement has dropped off. And then I say recommend specific next steps or messaging to re engage aged account. So what we do here is we review all of the open deals in HubSpot and we identify the ones that are at risk, the stage duration, the last activity and their buyer engagement. So based on that, we recommend next steps. So we actually do recommend to the sales team what you should do next. And then we basically get this report back. It goes through summary of at risk deals. So basically says, hey, like here's a bunch of deals. This one here has been inactive for 40 days. Gives me this stage no response since April 30, gives me a whole list and then it gives me this deal analysis and re engagement plans here. Let's look at this one. Innovative retail e commerce platform is at risk. The deal overview is $42,000 and they're qualified to buy stage since May 13th. Again, this is fake data. It's in a fake portal. Last engagement was April 30 over 40 days with no client response. The buyer showed initial interest in the next gen E comm solutions. However, there's been no recent follow up. Gives me the risk factors which basically says there's inactivity for six weeks and then gives me an email to re engage the person that I have to re engage.
Kieran Flanagan
So good.
Kip
And so if I'm a salesperson, I just come in, I basically create a table and the table here, I could just add a row here and I would say give me my action to take. That's my day, right? I can just go back in and re engage all my deals that are at risk. And if I wanted to get really kind of sophisticated here I could go take the deal analysis, the new icp. Apply any of the learnings that I've had here into this at risk action and say, okay, make sure the action is mapped to what we've learned about our ideal icp. So next level data action. It's actually incredible.
Kieran Flanagan
So good. We'll be right back.
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Kieran Flanagan
I think it's incredible something's come up in this conversation, Kieran, in my head a little bit.
HubSpot Ad
The data to action is now so.
Kieran Flanagan
Fast and so accessible. First of all, I would say you tell me if you agree with me. If I was the CEO or the head of sales at a company of 200 people or less, I would pay HubSpot and chat GPT whatever it costs because I could run my business and have such a deep handle on my business. It just be mind blowingly good, right? Like I would do that today.
Kip
The average person who has access to these tools are so empowered.
Kieran Flanagan
So empowered.
Kip
I'll show you one more to give you the example.
Kieran Flanagan
Please.
Kip
This is a really fun one for all of us marketers and salespeople who love to work together. So if you're a marketer, what are you always doing you in sales? Oh my God. Like we're generating new leads and you're not doing anything. Your leads suck. Like you know, it's assist. No one's in the right, no one's in the wrong. It's just how we all live together, right? What you would love to know is okay, well how are we feeling in the handoff? So in B2B there is this thing called a MQL. That MQL is a marketing qualified lead. And what a marketing qualified Lead is, is there some sort of intent and fit within that lead that would say this is a good fit for sales. And we've agreed when a lead shows this kind of fit and intent, whether it's a certain company size and they've gone to your pricing page or they've shown some sort of intent, you have all agreed that this is a market qualified lead and sales are now ready to go and work that lead. And one of the things you always want to know is like where is that handoff failing? And there's a tons of money in that failure, right? There's tons of money of where that handoff is not working. Now in days gone by you would have had to go to your analyst and you would have had to go to all of these different analytics platforms and pull Data and do SQL queries. Now I can just go review the last 10 MQLs that did not convert based on HubSpot's form data, lead scoring and sales notes, identify breakdowns in the handoff process and suggest improvements.
Kieran Flanagan
So good, so good. It does all the marketers out there just like, oh, I know this is the marketers because they decide a sigh of relief. They're like, oh it saves me so many pointless conversations.
Kip
Oh my God, how like. So let's look at the first one. We have Linda Jackson, she has a lead score. Okay, that's low actually let me see if they pull that.
Kieran Flanagan
It's low. Oh, there's a very couple of very highs in here.
Kip
This is pretty good to know because these lows are probably in your data and you're looking at these MQLs and you're saying to the sales team, why did you follow up on that? The sales team is saying they're not very good and now you can actually say they're right. Right. These are not ones you want them to follow up on. We have a very high one here. So we do care about this one. So we have Maria Thompson. She has a highly score. She have the form source. Here we have the timeline. And let's look at sales engagement. Very limited status, open assigned but no outreach yet. Wouldn't you want to know that? And no notes or follow ups recorded. Essentially she's waited two weeks only to be queued with no immediate contact.
Kieran Flanagan
ChatGPT given the biz.
Kip
Come on sales. So what I, what would I do? I would look, I would to chat pt can you give me all the high and above MQL's that sales did not follow up on? Because I'm going to go and Give them the business. That's what I'm going to do.
Kieran Flanagan
Oh, we get a fire emoji.
Kip
So let's see.
Kieran Flanagan
Here we go.
Kip
He's got a little fire emoji. Oh, yeah. And I'm going to go and say sales. Where's Maria Thompson? Where's the David Shen? Where's the Jennifer Smith? Look at this.
Kieran Flanagan
Yeah.
Kip
How long have we worked in B2B for? How long would that have taken us to do that would have taken days before forever.
Kieran Flanagan
And there've been a bunch of debate about it. Right.
Kip
How do you not feel so empowered when you have access to these tools? Like, if you are a smart person who can do work, you're just so empowered.
Kieran Flanagan
I'll be honest with you. If anyone watches this show or if you have somebody in your company or in your life who is an AI skeptic, like, oh, AI, I don't know, it's not that good yet. Send them this show. If you watch this show and you're like, nah, I'm out on AI, then I got nothing for you. Like, I literally don't know what to tell you.
Kip
Right. It fundamentally changes your job. Like, this is just. I could just. Because now what can I do? Because I'm a craftsperson, I don't want to spend all my time in data and systems. I could go and get those leads and I can craft marketing campaigns, I can craft RE engagement campaigns. I can figure out actually how to do good work to get them to re engage to get sales to actually work these leads. I can create sales automation campaigns so I can say, hey, like if they trigger high intent. Here you go. I'm going to craft all of this for you. It's just such an incredible time to be good at your job because you have the tools that you can actually go and execute.
Kieran Flanagan
You know who's going to fail at AI? The know it all is the people who think they're doing everything right.
Kip
Right.
Kieran Flanagan
If you are curious for the problems to improve, there's never been a better time to get better and get a little better every day. And the compounding effects of that over months and years is literally life changing. Right.
Kip
You can just move so much faster.
Kieran Flanagan
Here's my question before we show. A couple last things on the show today. Do you think that we're going to get to a place where everybody is doing too much and changing too much because we have access to all this? Like, are we going to change our ICP every week and that's like a really dumb thing to do?
Kip
For example, I would say this is a great question and I am one of the people who would be most likely to do that.
Kieran Flanagan
That's why I'm asking you. Because you wouldn't be one of the people most likely to do that. How do you think about it? What advice would you give people to not do that?
Kip
I actually think you can move too fast.
Kieran Flanagan
I agree with this.
Kip
I even think just in terms of the amount of things that I've committed to or taken on, it's too much and I believe I feel too empowered by AI. Right. And so you still need to have some consistency because for your team and I definitely have to always watch for this. I sent like three different new strategies last week. So I was just digging into things. Yeah. And so like for people on the other end that is pretty like disorientated because they're actually trying to work on the things they're trying to work on. So I think there is like a balance in the speed you can move and then having some concerted bets. Maybe that's the best way to say it. If all those things you should believe in a couple and really ensure that you execute in real depth in those things versus going too crazy on the breath.
Kieran Flanagan
I think that's true. I'll give you my take and see if you agree or disagree. Which is I think if you have common agreement of the singular problem or like couple of problems that you are obsessed over. Right. Oh my gosh. Our business is in trouble because our leads are not turning into customers. I'm making this up, right?
Kip
Yeah.
Kieran Flanagan
And that is the problem. We are obsessed. Then I think you actually then want to move through lots of solutions to figure out how to actually solve that.
HubSpot Ad
Problem and you want to move at.
Kieran Flanagan
Kind of AI speed to solve that problem. If you were just unfocused and willy nilly and just like a cat on a keyboard with ChatGPT and you're all over the place, that's where things are going to go totally awry.
Kip
Yeah, I agree. You have to be problem obsessed to anchor you into the things worth solving.
Kieran Flanagan
You have to be because again, the Dan Shipper quote that I love about AI is AI is a bazooka for the curious mind. It's like a bazooka for a curious mind that has unlimited rounds of ammunition. You just keep shooting that big bazooka over and over. You have to focus and like limit where you're pointing it. And that's like, I think the great leaders and the great teams are going to figure that out.
Kip
Yeah, I agree. I think you still have to anchor yourself on problems worth solving. We've done a lot that our analysis and how we can actually work with the sales team and make sure that we are working all of the demand we get. And here's another one which is marketers can just use it to do great marketing or a salesperson can use it to do great outreach. And again, this is a very lightweight prompt. I could prompt it to be much better in terms of how it craft that email. But what I do is I say, okay, I've got this person, I really need to reach out to him today. So I'm gonna give the name, I'm gonna give Quantum Manufacturing and then I'm promoting HubSpot cram and then it uses recent activity. So it's gonna use recent activity that we capture in HubSpot through page views, email clicks to personalize the conversation. So it can take your contacts, which I love. It can take all the engagement context.
Kieran Flanagan
Love that.
Kip
And the engagement context can come from, from your things you're clicking around with or even your call notes. All of the things were captioned within the CRM. And so it will put together this three step email and it says here, I noticed you recently export some of our CRM pages, right? Pretty cool.
Kieran Flanagan
Very cool.
Kip
It's going to be a timely. Then it gives you manufacturing things like Quantum. It gives you the actual value prop, which I think is pretty cool. So that's the first email. You know, some engagement data in there, some value props in there. Then it will follow up and say here's a value focused email. So this one here is a re engagement based upon recent interest. Let's see what it's done here. Okay, so it gives you like some value. Then it says here and based on your activity it looks like you're already exploring features that could save hours a week. So again, it does speak to the engagement data that we are capturing. The more you can contextually reference things that the person is doing, I will tell you, the better your emails will convert. 100%.
HubSpot Ad
100%.
Kieran Flanagan
We have seen that.
Kip
And even better is if you trigger this. So when actually you reach out to these kind of pages, you trigger it.
Kieran Flanagan
Yes.
Kip
And then the final nudge, circling back, offering a customized demo and then basically giving a product link. So I think this is a pretty standard outreach campaign, probably still better than what most people do. But you can do much better by crafting the prompt what you want that email to be. But you have such rich data being captured that there's just no end to how you actually can personalize this three step email sequence to them.
Kieran Flanagan
Honestly, if you're a salesperson and you have 20 accounts and you do this exact prompt, but replace the name and company and stuff in the template and do this for the 20 accounts and you just set it up in the sequences in HubSpot to like automate them over the next, you know, seven to ten days. Yeah, they're gonna work. You're gonna get some good engagement on those and you're gonna close more deals than if you weren't doing that. That is for sure.
Kip
If you're a salesperson and you just watch this show, you could basically take the ICP one and say, well, who am I closing? Like what deals am I closing and how can I do more of that? Then I can say, great, now I'm going to look at my at risk accounts and who do I need to get back to next? Great. And then I can say great. Based upon those at risk accounts and some of the personalized data, you have craft email sequences to get back to all of those folks, that is likely an hour of your time and you've probably done days and days and days and days of work. Right. It's just incredible how fast you're going to be able to move.
Kieran Flanagan
I could not agree more. If you're enjoying the show, I know you want the prompts from today's show. We took 10amazing prompts that I created for this episode and we put them together free for all of you. You can click the link in the description below and you can get those right now. All for free. Okay. I'll be honest with you. We don't talk HubSpot a ton on the pod. We do it when it's really worth it. And this is really worth it.
HubSpot Ad
This is one of the most game.
Kieran Flanagan
Changing things that has happened to marketing and sales in years, I think. Do you agree with that?
Kip
100%. I think it's an example of how all of this works, how we will work in the future and work at an accelerated rate.
Kieran Flanagan
Got it. And again, if you don't have a HubSpot account, you can go sign up for a free one and give this a try. And again, it's for most chat GPD accounts. I think everything but the free account has it. Go give it a try. Let us know what you think. Drop any questions, comments below and again, prompts in the link in the description below. Thanks everybody. We'll see you next time on Market against the Grain.
Marketing Against The Grain: AI Just Replaced a $100K Sales Analyst for $20/Month
Hosted by HubSpot Media, this episode of "Marketing Against The Grain" delves into the groundbreaking integration between HubSpot and OpenAI's ChatGPT. Hosts Kieran Flanagan (HubSpot's SVP of Marketing) and Kip Bodnar (HubSpot’s CMO) explore how this collaboration is revolutionizing marketing and sales strategies by harnessing advanced AI capabilities.
Kieran Flanagan kicks off the episode by announcing the latest integration between HubSpot and OpenAI's ChatGPT. This integration allows users to access their CRM, sales, and marketing data directly within ChatGPT, facilitating deep research and analysis.
Kieran Flanagan ([00:01]): "It is a game changer."
Kip Bodnar emphasizes the significance of this development, explaining that it effectively provides users with a Harvard-level analyst embedded within ChatGPT. This enables real-time feedback and support for sales and marketing activities in unprecedented ways.
Kip Bodnar ([02:20]): "It's really a 10x feature that I think every knowledge worker is going to be able to accelerate their results by using these tools."
The hosts discuss the accessibility of this integration, highlighting that it's available across various ChatGPT tiers, including personal, enterprise, and educational accounts. Notably, even the free version of HubSpot can be leveraged with ChatGPT for as little as $20 per month per user.
Kip Bodnar ([04:22]): "For what we are talking about and that's 20 bucks a person."
Kieran provides a brief guide on setting up the integration. Users need to enable HubSpot as a data source within ChatGPT by navigating to the settings and authorizing HubSpot access. This setup ensures that ChatGPT can pull relevant data from HubSpot, along with other connected tools like email, Google Drive, and calendars.
Kieran Flanagan ([05:43]): "You need to turn on HubSpot as a source."
Kip introduces the concept of using AI-driven prompts to maximize the potential of the HubSpot-ChatGPT integration. They reveal that they've prepared 10 free prompts designed to showcase various use cases, such as drafting personalized renewal emails, generating LinkedIn post ideas, brainstorming upsell strategies, and refining the Ideal Customer Profile (ICP).
Kieran Flanagan ([08:36]): "AI driven prompt ideas for growth."
These prompts serve as foundational tools that can be customized to fit specific business needs, allowing users to automate and enhance their marketing and sales efforts efficiently.
One of the highlighted prompts focuses on refining the ICP by analyzing top-performing deals. By examining firmographics, buyer roles, and deal behaviors from HubSpot data, the AI can recommend a more targeted and effective ICP.
Kip Bodnar ([12:30]): "The average B2B deal includes seven buyers."
This refined ICP aids in creating more precise marketing and sales strategies, ensuring efforts are concentrated on high-potential leads.
Kip demonstrates how AI can identify deals that are at risk of falling through by analyzing factors such as deal stage, duration, last activity, and buyer engagement. The AI then recommends specific actions or messaging to re-engage these dormant or declining opportunities.
Kip Bodnar ([15:37]): "ChatGPT can help you re engage."
This capability allows sales teams to proactively address potential setbacks, increasing the likelihood of deal closure and revenue retention.
The conversation shifts to the broader implications of AI on marketing and sales teams. Kieran and Kip discuss how AI empowers professionals by automating repetitive tasks, enhancing personalization, and providing actionable insights. This empowerment leads to increased productivity and effectiveness.
Kieran Flanagan ([17:48]): "So empowered."
They also caution against the potential pitfall of constantly changing the ICP based on fluctuating data. Instead, they advocate for maintaining focus on core problems to ensure strategic consistency.
Kieran Flanagan ([24:01]): "AI is a bazooka for the curious mind."
Kip showcases practical applications of the integration by crafting personalized email sequences. By leveraging engagement data from HubSpot, such as page views and email clicks, AI generates tailored email campaigns designed to resonate with specific leads, thereby improving conversion rates.
Kip Bodnar ([25:06]): "This is a pretty standard outreach campaign, but you can do much better..."
He further illustrates how these automated sequences can save significant time while enhancing the quality of outreach, ultimately leading to more closed deals.
In wrapping up, Kieran emphasizes the transformative impact of the HubSpot-ChatGPT integration on marketing and sales. He encourages listeners to take advantage of the free prompts available via a link in the episode description.
Kieran Flanagan ([27:43]): "All for free."
Kip concurs, highlighting how this integration exemplifies the future of accelerated and efficient work processes in marketing and sales.
Kip Bodnar ([27:51]): "This is an example of how we will work in the future and work at an accelerated rate."
Key Takeaways:
Revolutionary Integration: The HubSpot and ChatGPT collaboration empowers users with advanced AI capabilities, enhancing data-driven decision-making in marketing and sales.
Cost-Effective: Accessible to various user tiers, the integration offers significant value for a minimal monthly investment.
Actionable Insights: AI-driven prompts facilitate the creation of personalized campaigns, refined target profiles, and proactive deal management.
Empowerment Through Automation: Automating repetitive tasks and providing deep analytical insights allows marketing and sales professionals to focus on strategic initiatives.
Future of Work: This integration represents a glimpse into the accelerated and efficient workflows of the future, driven by intelligent automation and data integration.
For those interested in leveraging these AI-driven strategies, click here to access the 10 free prompts discussed in this episode and start transforming your marketing and sales efforts today.