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HubSpot GROW

Recap | Internal Training

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XEN GROW Recap

Think BIG

  • There’s only two number 1s

AI

  • Hype vs Reality
  • Workspaces

Marketing

  • CMO = CRO
  • Content + Trust

Agenda

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XEN GROW Recap

Think BIG

There’s only two number 1s

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XEN GROW Recap

There’s no confusion on HubSpot direction�

  • ‘The #1 AI powered CRM for scaling companies…’
  • It’s a Salesforce and HubSpot world
  • 260K HubSpot customers today
  • Double that in the next 4-5 years?

HubSpot Goals

1. Think BIG —

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XEN GROW Recap

Marketing 101:

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  • Marketing 101:
    • A select few collect 90% of TAM value
    • Everyone else fights for the scraps
  • Coke & Pepsi, Maccas & Burger King, Big 4 accountants, Social networks, O/S, Search Engines, Browsers, Phones
  • AI…?
  • CRMs…?

Two #1s

  1. Think BIG —

HubSpot’s advantage has always been the consistency of their user experience (ie product team)

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Chat

  1. Think BIG —

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Yamini Rangan (and Mark Pesce)

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  • Pace of change
  • Disruption
  • Technology moments
  • Walk the talk

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XEN GROW Recap

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XEN GROW Recap

Marketing

Has Changed (lol)

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XEN GROW Recap

Leads versus Revenue�

  • Revenue is everything
  • CMOs are just becoming CROs
  • For small business and B2C this isn’t anything new
  • For enterprise and B2B this is a (surprising) shock

CMO Role

2. Marketing —

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XEN GROW Recap

Content�

  • SEO = still important
  • GEO = vital (Generative Engine Optimisation)
  • How do you appear in Google AI overviews, ChatGPT, Gemini, Claude, etc

Content

2. Marketing —

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GEO

2. Marketing —

Generative Engine Optimisation (GEO)

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Show up in the AI results

  • Google AI Overviews
  • ChatGPT
  • Gemini
  • Claude
  • Perplexity

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Whilst also showing up in the usual Google links (SEO)

XEN GROW Recap

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XEN GROW Recap

Content�

  • Curate what matters
  • Personal brands
  • Awareness campaigns (‘motions’)
  • YouTube

Trust

2. Marketing —

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XEN GROW Recap

AI

Wall-to-wall AI focus

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0. OVERVIEW —

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XEN GROW Recap

AI

Hype versus Reality (for Business use)

Reality

FOLO

Still experimenting

Underwhelming

Exhausting

Simple prompts

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Hype

FOMO

Productivity

Replace people

Accelerate

Agents

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XEN GROW Recap

Scenarios�

  • Content Remix = Slop Machine
  • Prospecting Agent = Personalised Slop Machine
  • Customer Service Agent = Real Potential

Avoiding Slop

3. AI —

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XEN GROW Recap

Integration�

  • Call ‘boxed up’ processes (‘autonomously’)
  • Extend to other platforms
  • House of cards risks
  • Definition of ‘agent’ changes depending on who you ask…
  • HubSpot ‘agent’ is confusing

Agents

3. AI —

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XEN GROW Recap

Personalisation of Features �

  • Is intentional
  • Focus on Relevant tools
  • AI context can be tailored

Workspaces

3. AI —

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XEN GROW Recap

Hub Workspaces �

  • Sales
  • Service
  • Marketing

Workspaces

3. AI —

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XEN GROW Recap

Response

What does this mean for us?

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For Us

4. RESPONSE —

What if you are a small business?

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HubSpot is targeting up market

  • Don’t assume HubSpot’s processes work for us (or our clients)
  • Don’t assume HubSpot’s GTM will work for us (or our clients)
  • Don’t assume HubSpot’s mission is our mission
  • Don’t be like every other partner… (be the jumbo donut)

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HubSpot is providing us an incredible opportunity (and customer talking points)

  • Do: ride the wave that HubSpot seeds the market with
  • Do: learn from their focus areas (eg AI, Hubs, Agents)
  • Do: curate for and support our clients with the HubSpot benefits (avoid guff)

XEN GROW Recap

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For Us

4. RESPONSE —

Key points

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HubSpot advantages:

  • Product team: user interface consistency
  • Product team: the machine that keeps pumping out high quality updates
  • Product team: the foundations are firm, the structures are strong

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HubSpot challenges:

  • Marketing team: need to be aware of all the guff they are saying, and curate
  • Sales team themes: selling stuff to clients that our clients don’t need (remember Business units!)

XEN GROW Recap

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XEN GROW Recap

Efficiency ⇒ Effectiveness

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We seek the optimal way to do every process.

The path to efficiency requires taking initiative. Sometimes you’ll make a mistake, that’s fine.

We value learning from mistakes, taking the initiative, and improving efficiency much higher than the comfort of safe observation.

If there’s a better way to do something, discover it.

Honesty & Integrity

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Honesty means we respect the other person. Whether a colleague or a client.

Honesty can be uncomfortable. It takes effort.

Usually it pays off. Sometimes it doesn’t.

We accept the risk.

Personal Growth

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We strive to be learn-it-alls.

We avoid know-it-alls.

Be curious.

Make an impact.

Our Core Values

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Thank You!

GROW Recap

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