Unlock Growth: The Secret to AI That Actually Works for Your Business!

Hello. I'm Colin Cale. I'm the GM and Hello. I'm Colin Cale. I'm the GM and the head of product of Service Hub here the head of product of Service Hub here the head of product of Service Hub here at HubSpot. I'm really excited to be at HubSpot. I'm really excited to be at HubSpot. I'm really excited to be with you here today in Sydney. This is with you here today in Sydney. This is with you here today in Sydney. This is my first time in Australia. I've had a my first time in Australia. I've had a my first time in Australia. I've had a really great time. Thanks for coming out really great time. Thanks for coming out really great time. Thanks for coming out and making sure this event can be and making sure this event can be and making sure this event can be awesome. awesome. awesome. But, I want to start by talking about But, I want to start by talking about But, I want to start by talking about some of the conversations I've been some of the conversations I've been some of the conversations I've been having recently with different having recently with different having recently with different go-to-market teams. go-to-market teams. go-to-market teams. Different sales leaders, different Different sales leaders, different Different sales leaders, different marketing leaders, and a lot of support marketing leaders, and a lot of support marketing leaders, and a lot of support leaders. Because, honestly, these are leaders. Because, honestly, these are leaders. Because, honestly, these are some of the most interesting some of the most interesting some of the most interesting conversations I've had in my entire conversations I've had in my entire conversations I've had in my entire career right now. career right now. career right now. Cuz what they're telling me is this Cuz what they're telling me is this Cuz what they're telling me is this market doesn't mess around right now. market doesn't mess around right now. market doesn't mess around right now. These These businesses, they're more These These businesses, they're more These These businesses, they're more ambitious than ever. And the buyers ambitious than ever. And the buyers ambitious than ever. And the buyers they're selling to are so much more they're selling to are so much more they're selling to are so much more sophisticated than ever before. sophisticated than ever before. sophisticated than ever before. And more and more, their teams are being

And more and more, their teams are being And more and more, their teams are being asked, "How do you do more with less?" asked, "How do you do more with less?" asked, "How do you do more with less?" And this is where I want to start today. And this is where I want to start today. And this is where I want to start today. Not with what HubSpot's built, but I Not with what HubSpot's built, but I Not with what HubSpot's built, but I want to talk about what's actually want to talk about what's actually want to talk about what's actually happening out there for your businesses happening out there for your businesses happening out there for your businesses and with your customers.

and with your customers. and with your customers. This is because the go-to-market world This is because the go-to-market world This is because the go-to-market world is just fun and fundamentally shifted. is just fun and fundamentally shifted. is just fun and fundamentally shifted. And we've all felt this. And we've all felt this. And we've all felt this. The buyers now have more information The buyers now have more information The buyers now have more information than ever before. than ever before. than ever before. They have more options. They have more options. They have more options. And because of that, they have a lot And because of that, they have a lot And because of that, they have a lot less patience. less patience. less patience. Their attention, it's harder and harder Their attention, it's harder and harder Their attention, it's harder and harder to get. And the common theme that I keep to get. And the common theme that I keep to get. And the common theme that I keep hearing is the sales cycles, they're hearing is the sales cycles, they're hearing is the sales cycles, they're getting longer. But, the support volume, getting longer. But, the support volume, getting longer. But, the support volume, it always keeps going up. it always keeps going up. it always keeps going up. And on top of all of that, every vendor And on top of all of that, every vendor And on top of all of that, every vendor is now showing up with more. More AI, is now showing up with more. More AI, is now showing up with more. More AI, more features, a lot more promises, and more features, a lot more promises, and more features, a lot more promises, and a lot more noise. a lot more noise. a lot more noise. So, the question that's worth asking, So, the question that's worth asking, So, the question that's worth asking, and this is one that we ask ourselves at and this is one that we ask ourselves at and this is one that we ask ourselves at HubSpot all the time, HubSpot all the time, HubSpot all the time, it isn't whether AI can do more, it isn't whether AI can do more, it isn't whether AI can do more, but it's whether AI is going to do the but it's whether AI is going to do the but it's whether AI is going to do the right thing for your customers with your right thing for your customers with your right thing for your customers with your context. context. context. And here's what I've come to believe And here's what I've come to believe And here's what I've come to believe after spending a lot of time with our after spending a lot of time with our after spending a lot of time with our customers on this.

customers on this. customers on this. Most AI tools, they do a pretty good job Most AI tools, they do a pretty good job Most AI tools, they do a pretty good job in isolation. But in reality, they're in isolation. But in reality, they're in isolation. But in reality, they're operating blind. operating blind. operating blind. They don't know about your customer's They don't know about your customer's They don't know about your customer's history. history. history. They don't know that you have a deal in They don't know that you have a deal in They don't know that you have a deal in flight, that a support ticket was just flight, that a support ticket was just flight, that a support ticket was just raised, and they also don't know that raised, and they also don't know that raised, and they also don't know that you have a marketing campaign that's you have a marketing campaign that's you have a marketing campaign that's been running against them. been running against them. been running against them. So what happens is you end up with these So what happens is you end up with these So what happens is you end up with these really generic outputs, and they start really generic outputs, and they start really generic outputs, and they start to feel automated. And your teams and to feel automated. And your teams and to feel automated. And your teams and your customers, they spot this your customers, they spot this your customers, they spot this instantly. We all see this. instantly. We all see this. instantly. We all see this. And it really impacts your outcomes And it really impacts your outcomes And it really impacts your outcomes because the outreach it doesn't land because the outreach it doesn't land because the outreach it doesn't land like it used to. The recommendations, like it used to. The recommendations, like it used to. The recommendations, they might start to miss the mark. And they might start to miss the mark. And they might start to miss the mark. And an agent, they might give a wrong an agent, they might give a wrong an agent, they might give a wrong answer. answer. answer. And it's not because they're bad, but And it's not because they're bad, but And it's not because they're bad, but it's because they don't have all of the it's because they don't have all of the it's because they don't have all of the right context. right context. right context. And your customers, they can spot a And your customers, they can spot a And your customers, they can spot a difference between an interaction that difference between an interaction that difference between an interaction that knows them and one that doesn't, and knows them and one that doesn't, and knows them and one that doesn't, and they can spot it from a mile away. And they can spot it from a mile away. And they can spot it from a mile away. And this is a gap that really starts to this is a gap that really starts to this is a gap that really starts to erode this trust over time. erode this trust over time. erode this trust over time. Did you know that 60% of technology Did you know that 60% of technology Did you know that 60% of technology buyers are now ranking ROI as their top buyers are now ranking ROI as their top buyers are now ranking ROI as their top decision factor? decision factor? decision factor? It's not more features, not more AI It's not more features, not more AI It's not more features, not more AI capabilities, it's not the volume of capabilities, it's not the volume of capabilities, it's not the volume of outputs, but it's real measurable outputs, but it's real measurable outputs, but it's real measurable outcomes.

outcomes. outcomes. And what we've learned at HubSpot is And what we've learned at HubSpot is And what we've learned at HubSpot is that these outcomes, they require that these outcomes, they require that these outcomes, they require context. context. context. And AI without context is just really And AI without context is just really And AI without context is just really expensive guesswork. expensive guesswork. expensive guesswork. So this is the insight that's shaping So this is the insight that's shaping So this is the insight that's shaping everything we're building at HubSpot everything we're building at HubSpot everything we're building at HubSpot right now. right now. right now. But here's the thing, it's not simply But here's the thing, it's not simply But here's the thing, it's not simply about having any context. about having any context. about having any context. What matters here is having the the What matters here is having the the What matters here is having the the right context for go-to-market teams. right context for go-to-market teams. right context for go-to-market teams. A specific dynamic understanding that AI A specific dynamic understanding that AI A specific dynamic understanding that AI needs so that they can drive these needs so that they can drive these needs so that they can drive these outcomes across marketing, sales, and outcomes across marketing, sales, and outcomes across marketing, sales, and customer success teams. customer success teams. customer success teams. And what you find is for this to work,

And what you find is for this to work, And what you find is for this to work, you need a platform like HubSpot that's you need a platform like HubSpot that's you need a platform like HubSpot that's going to sit at the center of your going to sit at the center of your going to sit at the center of your entire customer journey. entire customer journey. entire customer journey. Because we have the complete picture. Because we have the complete picture. Because we have the complete picture. Of every single one of your customer Of every single one of your customer Of every single one of your customer relationships. We have their deals, relationships. We have their deals, relationships. We have their deals, their history, all of their tickets, their history, all of their tickets, their history, all of their tickets, their campaigns. We have your team's their campaigns. We have your team's their campaigns. We have your team's emails, their notes, their call logs. We emails, their notes, their call logs. We emails, their notes, their call logs. We have a real understanding of your role, have a real understanding of your role, have a real understanding of your role, your portal, your brand, your business, your portal, your brand, your business, your portal, your brand, your business, and your customer, and all of it's in and your customer, and all of it's in and your customer, and all of it's in one place. one place. one place. So, at HubSpot, we're building what we So, at HubSpot, we're building what we So, at HubSpot, we're building what we call growth context. call growth context. call growth context. Now, this is a layer across the entire Now, this is a layer across the entire Now, this is a layer across the entire platform that's going to give your platform that's going to give your platform that's going to give your go-to-market teams the context that they go-to-market teams the context that they go-to-market teams the context that they need to really grow. need to really grow. need to really grow. Every human, every AI agent, every Every human, every AI agent, every Every human, every AI agent, every workflow, every action, it's all powered workflow, every action, it's all powered workflow, every action, it's all powered by the sophisticated layer of growth by the sophisticated layer of growth by the sophisticated layer of growth context. context. context. And this is the context advantage, and And this is the context advantage, and And this is the context advantage, and it's only possible with HubSpot. it's only possible with HubSpot. it's only possible with HubSpot. So, we call this vision the agentic So, we call this vision the agentic So, we call this vision the agentic customer platform. customer platform. customer platform. Now, I want to be really specific about Now, I want to be really specific about Now, I want to be really specific about the word agentic because I think it gets the word agentic because I think it gets the word agentic because I think it gets thrown around an awful lot these days, thrown around an awful lot these days, thrown around an awful lot these days, and I know you hear that. and I know you hear that. and I know you hear that. So, what HubSpot's agentic customer So, what HubSpot's agentic customer So, what HubSpot's agentic customer platform means is that AI is going to platform means is that AI is going to platform means is that AI is going to work on your behalf across the entire work on your behalf across the entire work on your behalf across the entire customer journey, from that first customer journey, from that first customer journey, from that first awareness all the way through to your awareness all the way through to your awareness all the way through to your loyal customers. loyal customers. loyal customers. It's going to draw on the richest It's going to draw on the richest It's going to draw on the richest possible context about your business possible context about your business possible context about your business because we want to take action that because we want to take action that because we want to take action that actually moves the needle for you. actually moves the needle for you. actually moves the needle for you. And this is what I want to show you And this is what I want to show you And this is what I want to show you today. today. today. I'm not going to show you in theory, but I'm not going to show you in theory, but I'm not going to show you in theory, but I want to show you inside of our product I want to show you inside of our product I want to show you inside of our product now.

now. now. So, we're going to follow one company So, we're going to follow one company So, we're going to follow one company through this entire journey. Let me tell through this entire journey. Let me tell through this entire journey. Let me tell you a little bit about them here. you a little bit about them here. you a little bit about them here. The company is Mobi. They're a The company is Mobi. They're a The company is Mobi. They're a hospitality commerce and guest hospitality commerce and guest hospitality commerce and guest engagement platform. They work with engagement platform. They work with engagement platform. They work with multi-location restaurant and multi-location restaurant and multi-location restaurant and hospitality brands to drive more direct hospitality brands to drive more direct hospitality brands to drive more direct orders, reduce service friction, and orders, reduce service friction, and orders, reduce service friction, and give operators more control over the give operators more control over the give operators more control over the guest relationship. They're a real guest relationship. They're a real guest relationship. They're a real HubSpot customer based here in HubSpot customer based here in HubSpot customer based here in Australia, Australia, Australia, and they're a great example of how and they're a great example of how and they're a great example of how shared context across the go-to-market shared context across the go-to-market shared context across the go-to-market team leads to growth. Shout out to Scott team leads to growth. Shout out to Scott team leads to growth. Shout out to Scott and Liz, who are in the audience today. and Liz, who are in the audience today. and Liz, who are in the audience today. Let me show you what this looks like end Let me show you what this looks like end Let me show you what this looks like end to end. Let's start where every business to end. Let's start where every business to end. Let's start where every business has to start, getting found. has to start, getting found. has to start, getting found. For Mobi, their target buyers are For Mobi, their target buyers are For Mobi, their target buyers are marketing leaders, loyalty managers, and marketing leaders, loyalty managers, and marketing leaders, loyalty managers, and operations heads inside franchise operations heads inside franchise operations heads inside franchise groups, QSR chains, and multi-location groups, QSR chains, and multi-location groups, QSR chains, and multi-location hospitality brands. These are people who hospitality brands. These are people who hospitality brands. These are people who are actively looking for solutions to are actively looking for solutions to are actively looking for solutions to drive direct orders and build better drive direct orders and build better drive direct orders and build better guest relationships. But, the way guest relationships. But, the way guest relationships. But, the way they're finding those solutions has they're finding those solutions has they're finding those solutions has changed significantly.

changed significantly. changed significantly. Because the search bar, it's no longer Because the search bar, it's no longer Because the search bar, it's no longer the first stop. the first stop. the first stop. The buyers are going to chat GPT, The buyers are going to chat GPT, The buyers are going to chat GPT, they're going to perplexity, they're they're going to perplexity, they're they're going to perplexity, they're opening up Claude, and they're talking opening up Claude, and they're talking opening up Claude, and they're talking to these LLMs before they ever click a to these LLMs before they ever click a to these LLMs before they ever click a link. And if Moby isn't showing up in link. And if Moby isn't showing up in link. And if Moby isn't showing up in those answers, then they're invisible in those answers, then they're invisible in those answers, then they're invisible in the moment that matters the most. the moment that matters the most. the moment that matters the most. And here's the uncomfortable truth. Most And here's the uncomfortable truth. Most And here's the uncomfortable truth. Most of our marketing teams, they have no of our marketing teams, they have no of our marketing teams, they have no idea how their brand's being represented idea how their brand's being represented idea how their brand's being represented in this new world of discovery. in this new world of discovery. in this new world of discovery. And the campaigns that they've been And the campaigns that they've been And the campaigns that they've been running, they're often dated, built on running, they're often dated, built on running, they're often dated, built on old assumptions, rather than actual old assumptions, rather than actual old assumptions, rather than actual customer data and insights.

customer data and insights. customer data and insights. This is where HubSpot gives Moby's This is where HubSpot gives Moby's This is where HubSpot gives Moby's marketing team an advantage with HubSpot marketing team an advantage with HubSpot marketing team an advantage with HubSpot AEO. It shows marketers how their brand AEO. It shows marketers how their brand AEO. It shows marketers how their brand and content appear in AI-generated and content appear in AI-generated and content appear in AI-generated answers, how they compare to answers, how they compare to answers, how they compare to competitors, and what to do to fill that competitors, and what to do to fill that competitors, and what to do to fill that gap. Let's use it to track Moby's AI gap. Let's use it to track Moby's AI gap. Let's use it to track Moby's AI visibility. visibility. visibility. The first thing Moby will do is set up The first thing Moby will do is set up The first thing Moby will do is set up their brand profile. their brand profile. their brand profile. HubSpot pulls from the brand kit they've HubSpot pulls from the brand kit they've HubSpot pulls from the brand kit they've already configured, pre-fills their already configured, pre-fills their already configured, pre-fills their name, domain, and any brand variations name, domain, and any brand variations name, domain, and any brand variations an LLM might use to refer to them. an LLM might use to refer to them. an LLM might use to refer to them. Moby also added their key competitors, Moby also added their key competitors, Moby also added their key competitors, plus a couple were suggested based on plus a couple were suggested based on plus a couple were suggested based on what HubSpot found. And lastly, we what HubSpot found. And lastly, we what HubSpot found. And lastly, we confirm a set of tracking prompts. These confirm a set of tracking prompts. These confirm a set of tracking prompts. These are the suggested questions buyers might are the suggested questions buyers might are the suggested questions buyers might use to search for businesses like Moby use to search for businesses like Moby use to search for businesses like Moby that HubSpot generates based on customer that HubSpot generates based on customer that HubSpot generates based on customer context. Things like, "What are the best context. Things like, "What are the best context. Things like, "What are the best platforms for driving direct orders in platforms for driving direct orders in platforms for driving direct orders in multi-location restaurant groups?" Or, multi-location restaurant groups?" Or, multi-location restaurant groups?" Or, "How do hospitality brands reduce "How do hospitality brands reduce "How do hospitality brands reduce reliance on third-party delivery reliance on third-party delivery reliance on third-party delivery marketplaces?" marketplaces?" marketplaces?" Moby can add their own, remove others. Here's the thing about these prompts. Here's the thing about these prompts. Get them right, and you optimize how you Get them right, and you optimize how you Get them right, and you optimize how you show up in LLMs. Get them wrong, and show up in LLMs. Get them wrong, and show up in LLMs. Get them wrong, and you're spending money trying to show up you're spending money trying to show up you're spending money trying to show up for questions no hospitality buyer is for questions no hospitality buyer is for questions no hospitality buyer is actually asking. actually asking. actually asking. While other tools guess what these While other tools guess what these While other tools guess what these prompts should be, HubSpot generates prompts should be, HubSpot generates prompts should be, HubSpot generates them based on everything it knows about them based on everything it knows about them based on everything it knows about your business and your customers. your business and your customers. your business and your customers. Now that we're set up, let's take a look Now that we're set up, let's take a look Now that we're set up, let's take a look at Mobi's AEO dashboard. Here's where at Mobi's AEO dashboard. Here's where at Mobi's AEO dashboard. Here's where they can see their brand visibility. they can see their brand visibility. they can see their brand visibility. What percentage of those tracked prompts What percentage of those tracked prompts What percentage of those tracked prompts mention Mobi? They can also see their mention Mobi? They can also see their mention Mobi? They can also see their competitive share of voice, how they competitive share of voice, how they competitive share of voice, how they stack up against each competitor. If stack up against each competitor. If stack up against each competitor. If Mobi wants to go deeper on any single Mobi wants to go deeper on any single Mobi wants to go deeper on any single prompt, they can click to see the actual prompt, they can click to see the actual prompt, they can click to see the actual responses that models are using. responses that models are using. responses that models are using. There's the citations view. This tells There's the citations view. This tells There's the citations view. This tells Mobi which websites are driving the AI's Mobi which websites are driving the AI's Mobi which websites are driving the AI's answers. answers. answers. And finally, there's recommendations. And finally, there's recommendations. And finally, there's recommendations. Based on areas of low visibility, Based on areas of low visibility, Based on areas of low visibility, HubSpot AEO recommends actions Mobi can HubSpot AEO recommends actions Mobi can HubSpot AEO recommends actions Mobi can take to increase how often they appear take to increase how often they appear take to increase how often they appear for that search. That's exactly the kind for that search. That's exactly the kind for that search. That's exactly the kind of insight that informs their content of insight that informs their content of insight that informs their content strategy and lets them know where to strategy and lets them know where to strategy and lets them know where to invest. invest. invest. Six months ago, Mobi had no idea whether Six months ago, Mobi had no idea whether Six months ago, Mobi had no idea whether they were showing up in AI answers at they were showing up in AI answers at they were showing up in AI answers at all. Now they do. And more importantly, all. Now they do. And more importantly, all. Now they do. And more importantly, they know exactly what to do about it. they know exactly what to do about it. they know exactly what to do about it. Now that Mobi has a better understanding

Now that Mobi has a better understanding Now that Mobi has a better understanding of their AI visibility, let's use Breeze of their AI visibility, let's use Breeze of their AI visibility, let's use Breeze Assistant and Loop Marketing to build an Assistant and Loop Marketing to build an Assistant and Loop Marketing to build an awareness campaign to close that gap awareness campaign to close that gap awareness campaign to close that gap between them and their competitors. between them and their competitors. between them and their competitors. Breeze Assistant is now a Loop Marketing Breeze Assistant is now a Loop Marketing Breeze Assistant is now a Loop Marketing expert. It's built on the playbook we expert. It's built on the playbook we expert. It's built on the playbook we launched at INBOUND last year for launched at INBOUND last year for launched at INBOUND last year for marketing in the age of AI. As a quick marketing in the age of AI. As a quick marketing in the age of AI. As a quick refresher, Loop has four stages. refresher, Loop has four stages. refresher, Loop has four stages. Express, where you define your brand and Express, where you define your brand and Express, where you define your brand and ICP. Tailor, where you use AI to ICP. Tailor, where you use AI to ICP. Tailor, where you use AI to personalize content. Amplify, where you personalize content. Amplify, where you personalize content. Amplify, where you diversify your campaign across channels. diversify your campaign across channels. diversify your campaign across channels. And Evolve, where you learn and iterate And Evolve, where you learn and iterate And Evolve, where you learn and iterate with the help of AI. with the help of AI. with the help of AI. Mobi already has an established brand Mobi already has an established brand Mobi already has an established brand and ICP. It's multi-location restaurant and ICP. It's multi-location restaurant and ICP. It's multi-location restaurant groups, franchise chains, and groups, franchise chains, and groups, franchise chains, and hospitality brands across Australia and hospitality brands across Australia and hospitality brands across Australia and New Zealand that want to increase direct New Zealand that want to increase direct New Zealand that want to increase direct revenue and own more of the guest revenue and own more of the guest revenue and own more of the guest relationship. Let's jump into Loop relationship. Let's jump into Loop relationship. Let's jump into Loop Marketing with the help of Breeze Marketing with the help of Breeze Marketing with the help of Breeze Assistant. Assistant. Assistant. We know from HubSpot AEO that We know from HubSpot AEO that We know from HubSpot AEO that peer-reviewed sites and listicles are peer-reviewed sites and listicles are peer-reviewed sites and listicles are strong performing citations for Mobi. strong performing citations for Mobi. strong performing citations for Mobi. Breeze pulls those citations, and we ask Breeze pulls those citations, and we ask Breeze pulls those citations, and we ask it to draft a campaign brief so we can it to draft a campaign brief so we can it to draft a campaign brief so we can double down on the content that's double down on the content that's double down on the content that's working. working. working. Based on Mobi's brand and the customer Based on Mobi's brand and the customer Based on Mobi's brand and the customer data stored in HubSpot, Breeze Assistant data stored in HubSpot, Breeze Assistant data stored in HubSpot, Breeze Assistant builds a comprehensive brief targeted at builds a comprehensive brief targeted at builds a comprehensive brief targeted at increasing the quality and volume of increasing the quality and volume of increasing the quality and volume of their citations in AI answers. their citations in AI answers. their citations in AI answers. Specifically for hospitality brands Specifically for hospitality brands Specifically for hospitality brands searching for direct ordering and guest searching for direct ordering and guest searching for direct ordering and guest loyalty solutions. loyalty solutions. loyalty solutions. Mobi uses Marketing Studio to build out Mobi uses Marketing Studio to build out Mobi uses Marketing Studio to build out a full campaign. a full campaign. a full campaign. They pull in the content HubSpot AEO They pull in the content HubSpot AEO They pull in the content HubSpot AEO told them is working and use the remix told them is working and use the remix told them is working and use the remix functionality to create new assets like functionality to create new assets like functionality to create new assets like blog posts, social content, and even blog posts, social content, and even blog posts, social content, and even podcasts. The marketing team podcasts. The marketing team podcasts. The marketing team collaborates live in the studio, and collaborates live in the studio, and collaborates live in the studio, and within days they have the new campaign within days they have the new campaign within days they have the new campaign in market. in market. in market. Okay, the new content is live and it's Okay, the new content is live and it's Okay, the new content is live and it's working. A Sydney-based hospitality working. A Sydney-based hospitality working. A Sydney-based hospitality group with 18 locations across two group with 18 locations across two group with 18 locations across two brands recently expanded into a new brands recently expanded into a new brands recently expanded into a new market found Mobi through one of those market found Mobi through one of those market found Mobi through one of those peer review citations we just optimized peer review citations we just optimized peer review citations we just optimized for. Their head of marketing visited the for. Their head of marketing visited the for. Their head of marketing visited the pricing page, spent time on the case pricing page, spent time on the case pricing page, spent time on the case studies, and is now in the CRM as a studies, and is now in the CRM as a studies, and is now in the CRM as a high-intent lead. high-intent lead. high-intent lead. But this is exactly the moment where

But this is exactly the moment where But this is exactly the moment where most of your sales orgs are really going most of your sales orgs are really going most of your sales orgs are really going to start to lose ground. to start to lose ground. to start to lose ground. It's not because your product isn't It's not because your product isn't It's not because your product isn't right or the customer isn't interested. right or the customer isn't interested. right or the customer isn't interested. They are. They are. They are. But what happens next is just way too But what happens next is just way too But what happens next is just way too slow and manual. slow and manual. slow and manual. It's not a rep problem, but we call this It's not a rep problem, but we call this It's not a rep problem, but we call this a context problem. a context problem. a context problem. The rep is going to get a lead just like The rep is going to get a lead just like The rep is going to get a lead just like always before, always before, always before, but they still need to go figure out who but they still need to go figure out who but they still need to go figure out who else is in the buying committee, who are else is in the buying committee, who are else is in the buying committee, who are my champions, what's this company going my champions, what's this company going my champions, what's this company going through right now, and most importantly, through right now, and most importantly, through right now, and most importantly, when's this deal going to land? when's this deal going to land? when's this deal going to land? And this research, it takes the rep And this research, it takes the rep And this research, it takes the rep hours, and we all know that time kills hours, and we all know that time kills hours, and we all know that time kills deals.

deals. deals. So this is what we rebuilt Prospecting So this is what we rebuilt Prospecting So this is what we rebuilt Prospecting Agent to do. Agent to do. Agent to do. So instead of researching these So instead of researching these So instead of researching these companies that you would enroll companies that you would enroll companies that you would enroll manually, manually, manually, prospecting agent is going to find these prospecting agent is going to find these prospecting agent is going to find these new leads based on your ICP, and it's new leads based on your ICP, and it's new leads based on your ICP, and it's going to monitor those leads for new going to monitor those leads for new going to monitor those leads for new buying signals, and it'll tell reps buying signals, and it'll tell reps buying signals, and it'll tell reps when's the right time that they should when's the right time that they should when's the right time that they should reach out. reach out. reach out. When the rep opens the agent, they see a When the rep opens the agent, they see a When the rep opens the agent, they see a prioritized list of companies showing prioritized list of companies showing prioritized list of companies showing intent right now, including leads intent right now, including leads intent right now, including leads marketing drove with their new campaign. marketing drove with their new campaign. marketing drove with their new campaign. The rep can see each signal and exactly The rep can see each signal and exactly The rep can see each signal and exactly what triggered it and click through to what triggered it and click through to what triggered it and click through to the source. the source. the source. Every company also comes with a reason Every company also comes with a reason Every company also comes with a reason to reach out already written. The rep to reach out already written. The rep to reach out already written. The rep clicks in. One contact is already in the clicks in. One contact is already in the clicks in. One contact is already in the CRM, the head of marketing who came CRM, the head of marketing who came CRM, the head of marketing who came through the campaign, but the agent has through the campaign, but the agent has through the campaign, but the agent has also identified two contacts who aren't also identified two contacts who aren't also identified two contacts who aren't in HubSpot yet. The head of operations in HubSpot yet. The head of operations in HubSpot yet. The head of operations and the group CEO, both of whom will and the group CEO, both of whom will and the group CEO, both of whom will need to be involved in a rollout at this need to be involved in a rollout at this need to be involved in a rollout at this scale. So, the rep clicks to add them scale. So, the rep clicks to add them scale. So, the rep clicks to add them directly to the CRM. The agent has directly to the CRM. The agent has directly to the CRM. The agent has already drafted a personalized outreach already drafted a personalized outreach already drafted a personalized outreach email. email. email. It pulled in the rep's signature, It pulled in the rep's signature, It pulled in the rep's signature, referenced the buying signals, and referenced the buying signals, and referenced the buying signals, and framed Mobi's value proposition framed Mobi's value proposition framed Mobi's value proposition specifically for each role. Operational specifically for each role. Operational specifically for each role. Operational efficiency for the head of operations efficiency for the head of operations efficiency for the head of operations and direct revenue growth for the CEO. and direct revenue growth for the CEO. and direct revenue growth for the CEO. It even knows the campaign content It even knows the campaign content It even knows the campaign content because it's all on HubSpot. One small because it's all on HubSpot. One small because it's all on HubSpot. One small edit and send. edit and send. edit and send. What used to be two hours of manual What used to be two hours of manual What used to be two hours of manual work, finding the account, sourcing work, finding the account, sourcing work, finding the account, sourcing contacts, writing the email, happened in contacts, writing the email, happened in contacts, writing the email, happened in minutes. And every step stayed inside minutes. And every step stayed inside minutes. And every step stayed inside HubSpot, connected to the CRM, connected HubSpot, connected to the CRM, connected HubSpot, connected to the CRM, connected to the campaign that created the lead in to the campaign that created the lead in to the campaign that created the lead in the first place. That's the the first place. That's the the first place. That's the through-line. The content Mobi created through-line. The content Mobi created through-line. The content Mobi created to improve their AEO citations brought to improve their AEO citations brought to improve their AEO citations brought this buyer in. this buyer in. this buyer in. The same customer contacts that informed The same customer contacts that informed The same customer contacts that informed the campaign is now informing the the campaign is now informing the the campaign is now informing the outreach. outreach. outreach. Okay, so the outreach worked. The head Okay, so the outreach worked. The head Okay, so the outreach worked. The head of operations responded. Mobi's rep had of operations responded. Mobi's rep had of operations responded. Mobi's rep had a discovery call, and it went well. The a discovery call, and it went well. The a discovery call, and it went well. The requirements for a group-wide rollout requirements for a group-wide rollout requirements for a group-wide rollout are confirmed, integration specs are are confirmed, integration specs are are confirmed, integration specs are clear, and next steps agreed. Now, clear, and next steps agreed. Now, clear, and next steps agreed. Now, here's what normally happens. The rep here's what normally happens. The rep here's what normally happens. The rep tells themselves they'll update the CRM tells themselves they'll update the CRM tells themselves they'll update the CRM after their next meeting. They send a after their next meeting. They send a after their next meeting. They send a rough follow-up from memory. By the next rough follow-up from memory. By the next rough follow-up from memory. By the next morning, some of what was said is morning, some of what was said is morning, some of what was said is already blurred. The deal stalls. Not already blurred. The deal stalls. Not already blurred. The deal stalls. Not because the customer wasn't interested, because the customer wasn't interested, because the customer wasn't interested, but because the rep ran out of but because the rep ran out of but because the rep ran out of bandwidth. Smart deal progression closes

bandwidth. Smart deal progression closes bandwidth. Smart deal progression closes that gap. So, the moment the call ends, that gap. So, the moment the call ends, that gap. So, the moment the call ends, instead of reps patching together all instead of reps patching together all instead of reps patching together all these notes manually, HubSpot is going these notes manually, HubSpot is going these notes manually, HubSpot is going to prep the next steps for them. to prep the next steps for them. to prep the next steps for them. But, it's not going to make another But, it's not going to make another But, it's not going to make another to-do list. Smart deal progression, it to-do list. Smart deal progression, it to-do list. Smart deal progression, it knows more than just this one call. It knows more than just this one call. It knows more than just this one call. It actually operates like the rep's second actually operates like the rep's second actually operates like the rep's second brain they can really lean on and trust. brain they can really lean on and trust. brain they can really lean on and trust. Because it has the same deal and all of Because it has the same deal and all of Because it has the same deal and all of that customer context. that customer context. that customer context. So, let's check it out. So, let's check it out. So, let's check it out. What this means is in the post-meeting What this means is in the post-meeting What this means is in the post-meeting recap, the rep is going to see a really recap, the rep is going to see a really recap, the rep is going to see a really clean summary and all of the action clean summary and all of the action clean summary and all of the action items. And they're cited right back to items. And they're cited right back to items. And they're cited right back to the transcript here. So, the rep isn't the transcript here. So, the rep isn't the transcript here. So, the rep isn't guessing anymore. They hear it for guessing anymore. They hear it for guessing anymore. They hear it for themselves and they approve with themselves and they approve with themselves and they approve with confidence. confidence. confidence. All of the action items, they're now All of the action items, they're now All of the action items, they're now attributed to the right person, they're attributed to the right person, they're attributed to the right person, they're editable, and they can be saved as a editable, and they can be saved as a editable, and they can be saved as a task with one click. task with one click. task with one click. There's a follow-up email here. It's There's a follow-up email here. It's There's a follow-up email here. It's already written. It summarized the call already written. It summarized the call already written. It summarized the call beautifully. It captured everything that beautifully. It captured everything that beautifully. It captured everything that was agreed on. And the rep can easily was agreed on. And the rep can easily was agreed on. And the rep can easily refine it if they want to change the refine it if they want to change the refine it if they want to change the tone right there with breeze. They can tone right there with breeze. They can tone right there with breeze. They can just make a few edits and click send. just make a few edits and click send. just make a few edits and click send. But lastly, this is where things get But lastly, this is where things get But lastly, this is where things get really, really interesting now. Smart really, really interesting now. Smart really, really interesting now. Smart deal progression is actually going to deal progression is actually going to deal progression is actually going to make suggestions to the CRM. Things like make suggestions to the CRM. Things like make suggestions to the CRM. Things like deal stage, dollar amount, next steps. deal stage, dollar amount, next steps. deal stage, dollar amount, next steps. They're all suggested, they're all They're all suggested, they're all They're all suggested, they're all accurate, and they're all pulled from accurate, and they're all pulled from accurate, and they're all pulled from this deal context. So, the rep can just this deal context. So, the rep can just this deal context. So, the rep can just review it and they can prove in seconds. review it and they can prove in seconds. review it and they can prove in seconds. The CRM is updated, but nothing was left The CRM is updated, but nothing was left The CRM is updated, but nothing was left to the rep's fuzzy memory from the next to the rep's fuzzy memory from the next to the rep's fuzzy memory from the next morning. morning. morning. I've said this before and I'll say it I've said this before and I'll say it I've said this before and I'll say it again. I genuinely think we've again. I genuinely think we've again. I genuinely think we've undervalued this capability. undervalued this capability. undervalued this capability. Every day I think about CRM data Every day I think about CRM data Every day I think about CRM data hygiene, because when that breaks down, hygiene, because when that breaks down, hygiene, because when that breaks down, forecasting breaks down, and trust forecasting breaks down, and trust forecasting breaks down, and trust breaks down. What smart deal progression breaks down. What smart deal progression breaks down. What smart deal progression does is take that burden entirely off does is take that burden entirely off does is take that burden entirely off the rep. Reps stay in control, the CRM the rep. Reps stay in control, the CRM the rep. Reps stay in control, the CRM stays accurate, and the deal Moby just stays accurate, and the deal Moby just stays accurate, and the deal Moby just worked so hard to open doesn't stall worked so hard to open doesn't stall worked so hard to open doesn't stall between conversations. between conversations. between conversations. Okay, time to celebrate, right? The deal Okay, time to celebrate, right? The deal Okay, time to celebrate, right? The deal closed. That Sydney Hospitality Group is closed. That Sydney Hospitality Group is closed. That Sydney Hospitality Group is now live on Mobi across all 18

now live on Mobi across all 18 now live on Mobi across all 18 locations. This is where the locations. This is where the locations. This is where the relationship is really made or lost. relationship is really made or lost. relationship is really made or lost. Hospitality is a high-volume, always-on Hospitality is a high-volume, always-on Hospitality is a high-volume, always-on industry. When a venue manager reaches industry. When a venue manager reaches industry. When a venue manager reaches out about a guest order issue, a loyalty out about a guest order issue, a loyalty out about a guest order issue, a loyalty query, or an integration question, they query, or an integration question, they query, or an integration question, they need a fast, accurate response that need a fast, accurate response that need a fast, accurate response that knows their account, their plan tier, knows their account, their plan tier, knows their account, their plan tier, their locations, their setup. A generic their locations, their setup. A generic their locations, their setup. A generic automated reply in that moment doesn't automated reply in that moment doesn't automated reply in that moment doesn't just miss the mark. It puts the guest just miss the mark. It puts the guest just miss the mark. It puts the guest experience at risk and erodes operator experience at risk and erodes operator experience at risk and erodes operator trust. But Mobi's support team can't trust. But Mobi's support team can't trust. But Mobi's support team can't personally handle every query at that personally handle every query at that personally handle every query at that level. That's the tension. level. That's the tension. level. That's the tension. And it's exactly why context here And it's exactly why context here And it's exactly why context here matters more than anywhere else. Let me matters more than anywhere else. Let me matters more than anywhere else. Let me show you how Mobi sets up customer agent show you how Mobi sets up customer agent show you how Mobi sets up customer agent for email, their highest-volume support for email, their highest-volume support for email, their highest-volume support channel. channel. channel. I love this setup here. It's so easy. I love this setup here. It's so easy. I love this setup here. It's so easy. The first thing they're going to do is The first thing they're going to do is The first thing they're going to do is set their guidelines. These are the set their guidelines. These are the set their guidelines. These are the specific instructions that are going to specific instructions that are going to specific instructions that are going to tell the agent how it should behave, how tell the agent how it should behave, how tell the agent how it should behave, how it greets operators and venue managers, it greets operators and venue managers, it greets operators and venue managers, how it closes conversations, when to how it closes conversations, when to how it closes conversations, when to escalate, which topics it should never escalate, which topics it should never escalate, which topics it should never answer autonomously, like complex answer autonomously, like complex answer autonomously, like complex billing disputes or multi-location billing disputes or multi-location billing disputes or multi-location account changes, which Mobi always account changes, which Mobi always account changes, which Mobi always routes to a human. routes to a human. routes to a human. HubSpot provides out-of-the-box HubSpot provides out-of-the-box HubSpot provides out-of-the-box templates to make this fast, but Mobi templates to make this fast, but Mobi templates to make this fast, but Mobi can refine the instructions if they're can refine the instructions if they're can refine the instructions if they're not sure where to start. Before going not sure where to start. Before going not sure where to start. Before going live, Mobi's team tests the agent on live, Mobi's team tests the agent on live, Mobi's team tests the agent on email, simulating real customer queries email, simulating real customer queries email, simulating real customer queries without putting anything in front of without putting anything in front of without putting anything in front of actual customers. actual customers. actual customers. They can see exactly how it would They can see exactly how it would They can see exactly how it would respond and build confidence before they respond and build confidence before they respond and build confidence before they commit. commit. commit. Then, deployment. Mobi starts with Then, deployment. Mobi starts with Then, deployment. Mobi starts with outside working hours only. The agent outside working hours only. The agent outside working hours only. The agent handles email after hours and on handles email after hours and on handles email after hours and on weekends when the team isn't available. weekends when the team isn't available. weekends when the team isn't available. They also use a workflow to route by They also use a workflow to route by They also use a workflow to route by account tier. Smaller venues go to the account tier. Smaller venues go to the account tier. Smaller venues go to the agent. Enterprise multi-location groups agent. Enterprise multi-location groups agent. Enterprise multi-location groups go straight to a human. Complex billing go straight to a human. Complex billing go straight to a human. Complex billing disputes and account-level changes are disputes and account-level changes are disputes and account-level changes are are entirely. are entirely. are entirely. And here's what it looks like on the And here's what it looks like on the And here's what it looks like on the receiving end. receiving end. receiving end. A venue manager emails in asking whether A venue manager emails in asking whether A venue manager emails in asking whether their loyalty campaign is set up to their loyalty campaign is set up to their loyalty campaign is set up to automatically reward guests who order automatically reward guests who order automatically reward guests who order directly through their branded app and directly through their branded app and directly through their branded app and whether their current plan supports it. whether their current plan supports it. whether their current plan supports it. The agent reads the email, pulls their The agent reads the email, pulls their The agent reads the email, pulls their record from the CRM, their plan tier, record from the CRM, their plan tier, record from the CRM, their plan tier, their active integrations, their venue their active integrations, their venue their active integrations, their venue locations, and replies with exactly locations, and replies with exactly locations, and replies with exactly what's included, how to activate it, and what's included, how to activate it, and what's included, how to activate it, and a direct link to their loyalty settings. a direct link to their loyalty settings. a direct link to their loyalty settings. Formatted clearly, signed off Formatted clearly, signed off Formatted clearly, signed off professionally, answered in seconds. professionally, answered in seconds. professionally, answered in seconds. They got an answer that felt like They got an answer that felt like They got an answer that felt like someone actually knew their business. someone actually knew their business. someone actually knew their business. Because the agent did. That's what Because the agent did. That's what Because the agent did. That's what context in support looks like. context in support looks like. context in support looks like. Teams that are using customer agent and Teams that are using customer agent and Teams that are using customer agent and help desk together are seeing a 29% help desk together are seeing a 29% help desk together are seeing a 29% boost in their ticket resolution and 15% boost in their ticket resolution and 15% boost in their ticket resolution and 15% faster resolution rates. faster resolution rates. faster resolution rates. And it's not because this automation is And it's not because this automation is And it's not because this automation is suddenly doing more. suddenly doing more. suddenly doing more. But it's because it's doing the right But it's because it's doing the right But it's because it's doing the right thing for their customers at the right thing for their customers at the right thing for their customers at the right time using the right context. time using the right context. time using the right context. Okay, what you just saw, it wasn't five

Okay, what you just saw, it wasn't five Okay, what you just saw, it wasn't five separate demos, but it's one story. separate demos, but it's one story. separate demos, but it's one story. Moby building awareness in a world where Moby building awareness in a world where Moby building awareness in a world where discovery has moved to AI answer discovery has moved to AI answer discovery has moved to AI answer engines. engines. engines. Converting that awareness into pipeline Converting that awareness into pipeline Converting that awareness into pipeline by reaching the right people at the by reaching the right people at the by reaching the right people at the right moment using the right context and right moment using the right context and right moment using the right context and closing that deal because nothing closing that deal because nothing closing that deal because nothing slipped. And then cementing the guest slipped. And then cementing the guest slipped. And then cementing the guest and operator relationship through and operator relationship through and operator relationship through support that actually knows who it's support that actually knows who it's support that actually knows who it's talking to. talking to. talking to. So, the thread running through every So, the thread running through every So, the thread running through every single one of these conversations is single one of these conversations is single one of these conversations is context. It's not just having data, but context. It's not just having data, but context. It's not just having data, but it's having the right data, connected, it's having the right data, connected, it's having the right data, connected, structured, and easily available to act structured, and easily available to act structured, and easily available to act on. on. on. This is what the Agentiq customer This is what the Agentiq customer This is what the Agentiq customer platform means. And this is what platform means. And this is what platform means. And this is what HubSpot's context advantage really makes HubSpot's context advantage really makes HubSpot's context advantage really makes possible. possible. possible. The only place this context exists in The only place this context exists in The only place this context exists in full across sales, marketing, and full across sales, marketing, and full across sales, marketing, and support, it is HubSpot. support, it is HubSpot. support, it is HubSpot. But I want to be real with you about But I want to be real with you about But I want to be real with you about something, too. We have a clear point of something, too. We have a clear point of something, too. We have a clear point of view on where we think this is all view on where we think this is all view on where we think this is all going. We build with it every day. We going. We build with it every day. We going. We build with it every day. We use it ourselves, and we're always use it ourselves, and we're always use it ourselves, and we're always learning from it. learning from it. learning from it. >> [snorts] >> [snorts] >> [snorts] >> But this is a real genuine >> But this is a real genuine >> But this is a real genuine transformation in how these buyers are transformation in how these buyers are transformation in how these buyers are going to market. How they're making going to market. How they're making going to market. How they're making decisions, but most importantly, it's a decisions, but most importantly, it's a decisions, but most importantly, it's a change in what customers expect, and change in what customers expect, and change in what customers expect, and nobody has all of the answers yet. nobody has all of the answers yet. nobody has all of the answers yet. But what I can promise you is that we're But what I can promise you is that we're But what I can promise you is that we're out there on the cutting edge. We're out there on the cutting edge. We're out there on the cutting edge. We're figuring it out alongside of you, with figuring it out alongside of you, with figuring it out alongside of you, with you, for you. We do have a strong point you, for you. We do have a strong point you, for you. We do have a strong point of view, and you saw some of that here of view, and you saw some of that here of view, and you saw some of that here today. today. today. But we will definitely be adjusting this But we will definitely be adjusting this But we will definitely be adjusting this as the world changes, and you can trust as the world changes, and you can trust as the world changes, and you can trust us on that. us on that. us on that. The future of go-to-market, it belongs

The future of go-to-market, it belongs The future of go-to-market, it belongs to businesses that are going to use AI to businesses that are going to use AI to businesses that are going to use AI to drive outcomes, and we're here to to drive outcomes, and we're here to to drive outcomes, and we're here to make sure that that's you. make sure that that's you. make sure that that's you. So everything I showed you today, it's So everything I showed you today, it's So everything I showed you today, it's live, it's available now, or it's in live, it's available now, or it's in live, it's available now, or it's in public beta at Spring Spotlight. public beta at Spring Spotlight. public beta at Spring Spotlight. My recommendation is you pick just one My recommendation is you pick just one My recommendation is you pick just one use case. Pick the one part of your use case. Pick the one part of your use case. Pick the one part of your go-to-market that just feels the most go-to-market that just feels the most go-to-market that just feels the most broken right now, and start there. broken right now, and start there. broken right now, and start there. We also just rolled out a new HubSpot We also just rolled out a new HubSpot We also just rolled out a new HubSpot AEO product, and you can use it without AEO product, and you can use it without AEO product, and you can use it without a Marketing Hub subscription. Plus, a Marketing Hub subscription. Plus, a Marketing Hub subscription. Plus, Prospecting Agent and Customer Agent, Prospecting Agent and Customer Agent, Prospecting Agent and Customer Agent, they have 28-day free trials right now. they have 28-day free trials right now. they have 28-day free trials right now. We wanted to make it so easy for you to We wanted to make it so easy for you to We wanted to make it so easy for you to get set up and get started. get set up and get started. get set up and get started. So, thanks for having me today. Thanks, So, thanks for having me today. Thanks, So, thanks for having me today. Thanks, Grow. Enjoy.