Liz Moorehead
Every time Kyle Jepson joins HubHeroes, it’s a must-listen episode—and this one is no exception. If you’ve been trying to wrap your head around Breeze Intelligence and where it fits in the bigger picture of HubSpot Sales Hub, you’re in the right place.
So, what exactly is Breeze Intelligence?
It’s HubSpot’s AI-powered data enrichment and insights engine, designed to help sales teams get deeper, real-time context on prospects and customers. From firmographic data and job titles to key company insights, Breeze Intelligence provides a level of detail that would normally take hours of research. But the bigger conversation isn’t just about what it does—it’s about what it could do. How far can AI take us in prospecting, lead qualification, and sales enablement before we hit the point where human judgment is still irreplaceable?
🔎 Go Deeper: The Evolution of HubSpot + Inbound with Kyle Jepson of HubSpot
Breeze Intelligence launched with a lot of buzz at #INBOUND24, but now that the dust has settled, what’s the real impact for sales teams? In this episode, Kyle, Chad, Max, and George break down what sales teams need to know about how to use Breeze Intelligence effectively, where it delivers real value, and the biggest mistakes teams make when implementing it. And as always, the conversation goes far beyond just the tools—because having AI-powered data at your fingertips is great, but if you’re not integrating it into a strategic sales process, you’re just adding noise.
This episode gets into the real-world applications of Breeze Intelligence, from data enrichment and lead insights to how AI-driven prospecting can actually work (without making you sound like a bot). We also talk about why so many teams misunderstand what Breeze can do and how those misconceptions lead to underutilization. Plus, Kyle drops some inside knowledge about how HubSpot’s AI tools are evolving and what’s coming next.
If you’ve been sitting on the sidelines, unsure of whether Breeze Intelligence is worth it—or if you’ve already started using it but aren’t sure you’re getting the most out of it—this episode is for you.
Keywords
Breeze Intelligence, HubSpot, sales, AI integration, data enrichment, marketing, customer interaction, pricing structure, technology complexity, user experience, sales teams, HubSpot, AI, customer engagement, CRM, buyer intent, sales process, marketing, automation, Salesforce, sales process, training, technology integration, organizational challenges, experimentation, inbound marketing
What We Cover
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The Reality of Breeze Intelligence Adoption: Kyle shares insights into how sales teams have reacted to Breeze Intelligence since its launch, including initial concerns around pricing, adoption, and how businesses are deciding where (or if) it fits into their workflows.
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Why Many Teams Misunderstand Breeze Intelligence: One of the biggest challenges with Breeze Intelligence isn’t the tool itself—it’s the way it was introduced. Kyle, Chad, Max, and George discuss why so many people assume they don’t have access to Breeze Intelligence, where the confusion comes from, and how much of that is just a branding problem.
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The Real Difference Between Breeze Intelligence, Breeze Co-Pilot, and AI Agents: Breeze Intelligence is often lumped in with HubSpot’s other AI tools, but they serve different functions. This section breaks down what’s included in each, what’s free, what requires credits, and how businesses should be thinking about them.
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Why Sales Teams Need to Stop Ignoring AI: Even if your team isn’t using Breeze Intelligence yet, AI-powered prospecting and data enrichment are changing the way sales is done. Kyle and Chad break down why ignoring AI now could put teams at a disadvantage, even if they aren’t ready to invest in every feature.
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The Business Case for Investing in Breeze Intelligence: Max makes the case that if you aren’t paying for Breeze, you’ll likely end up paying for three separate tools to do the same things—data enrichment, AI-driven prospecting, and insights. The team discusses whether consolidating under HubSpot is the right move for most businesses.
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How Sales Teams Should Actually Be Using Breeze Intelligence: Kyle and the team go beyond the basics to talk about the real-world impact of this tool—how it can provide firmographic data, decision-maker info, technology stacks, and the kind of insights that prevent sales reps from wasting time asking obvious questions.
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Using Breeze Intelligence to Cut Out Waste in the Sales Process: AI tools like Breeze Intelligence shouldn’t just help sales teams work faster—they should help them work smarter. The conversation touches on where sales teams can eliminate friction by having better insights before they even reach out to a prospect.
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The Biggest Mistakes Teams Make When Using Breeze Intelligence: From enriching data at the wrong stage of the sales cycle to relying too much on AI-generated outreach, Kyle and the team unpack the most common ways companies misuse the tool—and how to fix them.
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How Sales Leaders Should Roll Out Breeze Intelligence to Their Teams: Sales leaders often struggle with tech adoption. Kyle and Chad discuss why simply turning on Breeze Intelligence and hoping for the best won’t work, and how teams should be structuring their rollout for maximum impact.
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The Evolution of AI in HubSpot and What’s Next: Kyle shares insider insights on how HubSpot’s AI tools are evolving, including new workflow actions, deeper integration with CRM data, and how AI could change the way sales teams work in the next few years.
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The “Do Something” Rule for HubSpot AI: Max makes the case that sales teams shouldn’t get stuck waiting for the perfect AI strategy—just start using the tools and let the best use cases reveal themselves naturally. The team debates whether this is the best approach or if sales leaders need a more structured rollout.
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The Risks of Over-Reliance on AI in Sales: While Breeze Intelligence can remove friction, it’s not a replacement for the skills and strategic thinking of a great salesperson. The team discusses why it’s critical to use AI as a tool, not as a substitute for real relationship-building.
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How AI Could Reshape the Sales Hiring Process: With AI automating more of the research-heavy parts of sales, what skills will matter most in sales hiring moving forward? The conversation touches on whether companies will start prioritizing relationship-building and over traditional prospecting skills.
And so much more ...
Episode Transcript
[00:00:00] George B. Thomas: By the way, I have my, uh, leprechaun mug that I'm drinking my coffee out of this morning.
[00:00:05] So to all, you know, it is, we're heading into that time. Hey, can I tell a quick story before we get into this list? I think it's very relevant. So, um, here's the deal. Marketing is amazing. Sales is absolutely amazing. they, they get us to do wonderful things. Now I'm going to warn all of the Hub Heroes listeners.
[00:00:27] If at any point in time in this podcast, this episode, if I'm speaking and all of a sudden you hear like about eight dogs going absolutely crazy, it's because we have the washer repair men, men, two grown men.
[00:00:43] Liz Moorehead: Oh, how dare you!
[00:00:45] Oh, how dare you put your family at risk! The dogs are just protecting you!
[00:00:48] George B. Thomas: they're protecting us, but we have two grown men. Uh, here for the SEVENTH time working on our washing machine. So this is why I say marketing. By the way, Max, this is your, this is your deck conversation, but it's my washing machine conversation. So
[00:01:06] Max Cohen: how many, how many times did you have to threaten a lawsuit before they, uh, before they actually came?
[00:01:11] George B. Thomas: They've sent us a check for the amount of times we've gone to the actual laundromat.
[00:01:16] And the money that you spent because it's an endeavor. Listen, listen, listen. Marketing did a great job. They did a great job because my wife saw this ad. I saw this ad and it was a washer and dryer all in one. And we thought, ooh, that would be
[00:01:29] Liz Moorehead: Oh, no. Womp,
[00:01:31] George B. Thomas: a great job. And they said, you can control it with your app.
[00:01:34] By the way, that's my love language. I'm like, I can control it with my app. I don't have to get up and walk up the stairs to like make it. Hmm. It doesn't wash. It doesn't dry. It's an all in one nothing. And for the seventh time, I won't even tell you the manufacturer because I'm not going to be that guy.
[00:01:53] But if you're out there marketing, if you're out there selling, if you're out there using breeze intelligence to do any of these things that we're going to talk about today, please do them in a way. That is highly
[00:02:08] Liz Moorehead: There we
[00:02:09] George B. Thomas: Okay, now i'll be quiet as we can move
[00:02:11] Liz Moorehead: George, i gotta be perfectly honest.
[00:02:13] Kyle Jepson: I'm, meanwhile, I'm over here with my, uh, Kenmore washing machine from like 1976. It, uh, it's been cycle broke a week or so ago and we found a YouTube video and took it apart and it was an eight dollar fix and it's gonna run another 30 years
[00:02:27] Chad Hohn: See?
[00:02:29] George B. Thomas: kyle you want to trade you want to trade i'll take yours you take mine
[00:02:32] Kyle Jepson: No, no, no, I, I'm, I'm good.
[00:02:34] Chad Hohn: Mm
[00:02:35] Liz Moorehead: what I will say, though, is I have a deep amount of sympathy and empathy for you because in the past ten days, I have replaced My car battery, my car alternator and my car starter only to find out the only reason my car wasn't turning on was an auxiliary battery in the ignition system. And it took a 3rd mechanic to figure that out.
[00:02:54] So that was fun. We're all thriving.
[00:02:57] And also, you know, what, let's leave aside thriving because. I don't know if our listeners just noticed there was. A mystery caller on the line. We have an OG friend of the pod, Kyle Jepson from HubSpot, joining us today.
[00:03:12] Kyle Jepson: Hey, to be here. A sort of undercurrent I'm hearing with, like, there's, uh, you know, all these, all these machines we have in our lives. They're, they're being optimized for efficiency, right? Fuel efficiency, water efficiency, whatever, but it introduces so much complexity that a lay person can no longer fix and maintain them.
[00:03:35] And I think there's a really interesting metaphor here that I have not really thought through for your sales and marketing processes, for the way you interact with your customers. If you are solving for one particular thing, be it efficiency or, or, or, you know, profit margins or whatever it is, you're going to have all this complexity that will just make it hard to, to navigate.
[00:03:57] Liz Moorehead: I completely agree. In fact, I have a little micro story that I want to share here because we think about things just what you said, right? Like, if something breaks, it used to be very easy to fix it. Call the person, get it over, whatever. So, the Third time I
[00:04:12] had to have my car towed, they accidentally had a problem with my car that they would not have had with a car that was 10 years older. Because my car, even though it's not an electric car, so much of it is electrically driven. The paneling, how the whole system operates. Because the battery turned off, the emergency brake tripped. meant they couldn't put it in neutral, which means they couldn't get it on the tow truck. And then we had to find a way to jump the car, even though the battery was not working. And they eventually had to call a different truck in order for it to get picked up because they were never able to untrip the emergency brake, which is a dumb safety feature when it thinks the battery isn't working.
[00:04:52] Kyle Jepson: This is crazy to me. I, I recently got a new car. It's, it's, uh, I, I got the, the Sienna Hybrid minivan because I have a million kids and I need a vehicle that size, even though I live in Boston. And it is so smart and so electronic, like, Windshield wipers turn on. Sometimes I don't know why I park and sometimes the parking brake turns itself on.
[00:05:10] Sometimes I have to turn it on, like they're just so, I haven't read the like 560 page owner's manual. I don't know how to operate this car. Right. I'll just be driving down the road and you'll give a little chime and I have no idea what it's trying to tell me. I just like, I'll, I'll hope we make it safely. Uh, you
[00:05:28] Liz Moorehead: Well, at least our cars have gotten our cars, our washing machines, all of our appliances have somehow managed to get us here. Max, I see you're driving with your wheel today, but how's your wheel doing?
[00:05:39] Max Cohen: We're farming, we just harvested our second field of soybeans. We're absolutely cooking with gas right now. Sorry.
[00:05:46] Liz Moorehead: I love that. I love it. But I am very excited for what we're about to talk about today. And George, you smartly let the cat out of the bag a little bit already, because we are talking about breeze intelligence today and why it matters for sales teams. Now, George, I have a cutesy little description here, a definition of what breeze intelligence is. But you get so fricking excited about it that I would actually just love to hear from you what you want our listeners to know about what Breeze Intel is going into today's conversation.
[00:06:18] George B. Thomas: mean, I could probably use the entire podcast just to talk about that thing that you laid out there,
[00:06:23] Liz Moorehead: Kyle, we'll see you next episode. Bye bye.
[00:06:25] George B. Thomas: no, I want to, I want to get Kyle's brain, but, but listen, here's the thing, because before this episode, I literally was doing, uh, deep research. Yes, chat GPT, deep research on Breeze Intelligence to like see what all the things are.
[00:06:41] And there's, and there's so much, right? But in this conversation, I want to say a couple things. One, we're going to try to drill down to sales, because Because Kyle is, he's pretty dope with sales. Like he cut his teeth on a lot of the sales certifications inside the HubSpot Academy. And so we're going to, we're going to dig down to breeze intelligence for sales.
[00:06:58] And, and what I want people to take away. And again, by the, by the way, the beginning of our, uh, podcast episode wasn't by design, but was miraculously designed well, because here's the thing. You could have a sales process and it could break. You could have pieces and parts in your sales process that are old and worn out.
[00:07:20] And so what I want you to realize is Breeze Intelligence, the way I want you to think about this episode is looking at you are the person, HubSpot is the platform, and Breeze Intelligence can become part of your processes. But also, it can be part of augmenting you as a human, right? Breeze Intelligence is not here to replace you, it's here to help you get things done better.
[00:07:43] Uh, no more faster. Um, and so as you're listening to kyle as we kind of chirp in and ask our additional questions or add value I want you to think is how is as I as a salesperson? Can I augment myself and accelerate my sales process with breeze intelligence? That's the mindset liz that I want them to come to the table with this morning And I love the shaking of heads by the way.
[00:08:06] I feel like i'm preaching this morning. Okay,
[00:08:09] Liz Moorehead: That's what's up.
[00:08:10] That's what's up. You know, I really love how all of our machines conspired today to give us great fodder, to give us good content.
[00:08:18] That's what I love here. Kyle, the reason I'm excited to have you here today is because, yes. Breeze Intel was rolled out as this AI powered insights engine that you can plug in to your HubSpot ecosystem, specifically HubSpot sales hub. Now. I know there was a lot of chatter, a lot of talk about breeze when it was first rolled out at inbound last year, but now the inbound dust has settled. We've had a few months to kick the tires on this thing. So we've had a few months to really understand what does it mean to effectively integrate breeze Intel into their HubSpot sales hub workflows. So I'm just very excited. Are you excited to get into this conversation today, Kyle?
[00:09:00] Kyle Jepson: I'm excited. Yeah.
[00:09:01] Liz Moorehead: Okay,
[00:09:02] so let's dig in from your perspective. What has the adoption of Breeze Intel looked like so far since it's been announced and what have been the biggest surprises?
[00:09:13] Kyle Jepson: Hmm. So this is, this is, I, I, I feel like this is a good place to start. Um, because, uh, breeze launched at inbound, as you mentioned, and there were several kind of like, there's like breeze co pilot. This is free to everyone. There's breeze agents. These are included in the hubs. They belong to. Then there's Breeze Intelligence, that's credit based and usage based and you have to buy it and every time you use it, it costs money.
[00:09:38] And every, like, I think a lot of people were caught off guard by that. It's a, it's a different sort of pricing model. I think a lot of long time HubSpot customers who are used to a particular way of, of calculating HubSpot cost and things, um, were not fans that this enrichment platform, it was going to cost money every time they click the button.
[00:09:58] Um, and that, I think, has been a big barrier to adoption. Thank you. And, um, that's, that makes sense to me. I, I don't, I don't mean the people who feel that way are wrong. It is different, and change is hard, and, and managing your costs as a business is hard. And these are all serious conversations you need to have.
[00:10:15] The thing that concerns me is I think a lot of people heard Breeze Intelligence is a data enrichment platform and it's credit based at Inbound, and then they said that's not for me. And they stopped paying attention. And the thing that is always true of every HubSpot feature is if you stop paying attention, it's going to grow and change and become really cool, and you're going to have no idea what's going on.
[00:10:40] And so I would highly encourage anyone who is in that boat to, uh, to start looking around at some of the things that have developed more recently. Take a look at the buyer intent tool. Which you have access to even at the free tier of HubSpot and start, uh, yeah, kicking the tires on that one, wander around, click the button, see what it does.
[00:10:58] You will discover some limitations where you have to have Breeze credits in order to, uh, access things. But the thing that I'm keeping an eye on, that is just starting to emerge, is there are certain features in Buyer Intent that don't cost credits. But you have to have credits in order to access. So I think even if you go buy the smallest package of credits, it's going to unlock a lot of things in, in, in buyer intent.
[00:11:21] And you can start to understand the value of this thing. Yeah. Data enrichment, you know, if you're doing a one time full database enrichment, it's not that interesting. But if you look at some of the things buyer intent can do, um, I think it's just really exciting. So, uh, I mean, that's a, that's a, I'm, I'm taking myself down to tangent, I'm going to stop myself.
[00:11:39] But your question about adoption is, I think, I think the, the pricing structure has been a barrier for some folks. Um, I, other folks have jumped right in and have loved it. Um, I don't, I don't mean to say adoption has been poor. Um, I imagine the smart folks who do packaging analysis at HubSpot knew this would happen and, and are okay with it.
[00:11:58] Um, but the thing that, for me as an evangelist, uh, obviously I'm concerned about is, is Uh, even, even, you know, in the same way you feel like your boss is maybe never going to give you the budget to buy Operations Hub, don't stop paying attention to what Operations Hub can do. Breeze Intelligence is a similar way.
[00:12:16] If you feel priced out of it, that may be your reality. And I don't mean to judge you and say you're wrong, but don't, don't close yourself off to developments in HubSpot because everything in HubSpot is so interconnected. These, there will be ripple effects that eventually
[00:12:31] Chad Hohn: What? Stuff jumps around tears too, right? Like, I mean, exactly that example that you literally just gave. And I've said this plenty of times, but like custom data sets being available in ops pro coming down from a 2, 800 a month based price feature to an 800 a month based price feature. Is so like, you know, your boss wants the report.
[00:12:54] You can't give them well, boy, howdy. Now you can, you know, cause it might just already be if you got that, but you never got enterprise, right? Well, maybe now you can do it. So really pay attention to that. That is like sage wisdom and sage advice. You know, don't. Just because you don't have something doesn't mean you shouldn't be looking into what, what those suckers are moving around tier wise.
[00:13:15] George B. Thomas: Well, there's always the future, right? And my brain goes two places, Kyle, with what you said. One, if I'm a product and pricing person, I'm more than willing to put something out in the world in the understanding that I might need to pivot. But I sure am going to get a lot of lessons when I launch this bad boy because I'm HubSpot and I pay attention to the user and I pay attention to the user feedback and we can do those things.
[00:13:38] But the other piece of this and and if you're listening to this or watching this and this is you I don't blame you I try to put myself in the the shoes of you the Right, and so there's so many of you that are like Oh HubSpot breeze intelligence It's one thing
[00:14:00] Chad Hohn: hmm.
[00:14:00] George B. Thomas: When you hear somebody in a HubSpot user group go ah that breeze intelligence isn't for me Then all of a sudden you forget about agents, and you forget about co pilot, and you forget that Breeze is actually multiple things instead of our brain compartmentalizing it into when you hear Breeze Intelligence, you think they're talking about the whole thing.
[00:14:21] And so just, I mean, this is a real worry for me. Go ahead,
[00:14:24] Kyle Jepson: Yeah, yeah, yeah. And, and, and again, Breeze Copilot, part of the confusion is, I think we, we called all these things Breeze and who can blame anyone for being confused, right? When the pricing structures are so different. Breeze Copilot is totally free. If you have HubSpot, you have Breeze Copilot.
[00:14:39] You can ask Breeze Copilot to research companies and add them to your CRM. That's a thing it can do. Um, and it's just hitting, you know, publicly available databases, whereas Breeze Intelligence is our proprietary. Clearbit acquisition powered data, but like you can do this. And so the thing that really concerns me is a couple of weeks ago, one of the hottest, coolest updates in HubSlot recently, this Ask Breeze workflow action, right?
[00:15:03] Chad Hohn: was just going to talk about that, yeah.
[00:15:05] Kyle Jepson: into a workflow action, and you can ask Breeze questions about it and like do outputs. Right? You can just have conversational, uh, workflow actions. And I tell LinkedIn about this and so many people are like, I don't have Breeze intelligence. Like, you're not paying attention! This is not Breeze intelligence!
[00:15:21] This is, you have workflows, you have this feature, go use it! Stop, stop telling yourself this story, you do not have access to the cool HubSpot features. They are there, and you should use them. And when you close yourself off to these things and just assume anything cool I don't have access to, you're wrong!
[00:15:36] You're not, you're not thinking in a HubSpot y sort of way.
[00:15:39] George B. Thomas: As you're telling the story, Kyle, I'm envisioning myself being a fly on the wall and Kyle like scratching his head and be like, Hmm, maybe I should say this slower. Like, like, why aren't you picking up what I'm throwing down? Like, and, and I, I'm like you, I get very passionate about like, you have to dissect and pay attention real close to the things that you can and can't do.
[00:16:01] And understand which you need to or don't have to even do with the things that you're, you're providing. Liz, let's keep us on track here.
[00:16:09] Max Cohen: Uh,
[00:16:09] Liz Moorehead: No, actually the best,
[00:16:10] Max Cohen: thing, the only thing I just want to add
[00:16:12] Liz Moorehead: Max is going to drive us off the rails. Hold on.
[00:16:14] Max Cohen: no,
[00:16:15] the only, the only thing that I want to say about like the whole pricing conversation is like, I think people forget that like, this is at least three tools in one single tool that fully integrates with your CRM, right? Like, Your teams are going to want to use AI.
[00:16:30] They're going to want to use it for contact enrichment or company enrichment. They're going to want to use it for content creation. They're going to want to use it for this whole revolution of AI agents and all this other stuff, bro. That's three other tools that you're going to be paying for eventually, whether you like it or not.
[00:16:47] Right, that your team is going to want to use as we continue to rocket into the age of of AI being used in business and it being the hottest thing since sliced bread, right? And I think people forget is like, you're getting all of that with Breeze,
[00:17:02] right? Versus paying for it in three different places from three different vendors and dealing with three different support teams.
[00:17:09] I mean, let's not all forget why we bought HubSpot in the first place, right? So we can consolidate all those tools into one single thing, right? Whatever breeze costs, it's always going to be less than getting all three of those tools somewhere else.
[00:17:22] Keep that in mind
[00:17:23] Chad Hohn: and
[00:17:24] the
[00:17:24] Max Cohen: and i'm not trying to be a corporate chill for hubspot Even though I am hubspot's greatest warrior when it comes to
[00:17:29] Liz Moorehead: Big sprocket enters the chat.
[00:17:31] Max Cohen: but let's just think about it Like, you know from a perspective you're going to spend money on these tools somewhere else, right?
[00:17:37] You might as well get it all under one bill, right? It's probably going to be cheaper and it's going to work Completely with the entire system that you've built to do all of this stuff that it touches,
[00:17:46] right? So just keep that in perspective
[00:17:49] Kyle Jepson: Yeah. And, and I mean, additionally, sorry, co pilot again is free.
[00:17:55] Liz Moorehead: Question one, everybody. Question one.
[00:17:58] Kyle Jepson: Yeah, we'll make it. Don't worry. We're on, we're on track. I think, um, there are all these AI features sprinkled into existing tools. No, there's no like paid add on for AI and HubSpot, right? Our, our strategy is AI should just natively be in your CRM.
[00:18:12] And we announced all these agents. Some of them are still forthcoming, social agent, prospecting agent, customer agent. Content agent. And these are just embedded in those hubs. If you have sales hubs, since that's the one we're going to be talking about, you will soon have a prospecting agent, no additional costs.
[00:18:27] That's incredible. Right. And then breeze intelligence. Yeah. It's this credit based thing. But then you're just paying for how much you need, right, is the idea. And, and if you are an admin type person, any place enrichment is automated, you can set limits. You can say, we are only going to enrich this many records per month.
[00:18:44] So you, HubSpot isn't designing this to like surprise you with, with a, a bill that's five times as big as your bill last month, right? This is all meant to be within your control, but we are trying to automate and simplify it as much as possible. And so I agree with Max, um, I, and again, I don't, I don't want to seem disrespectful to anyone who has real budgetary constraints.
[00:19:06] That is an, that is a thing people absolutely deal with, and it is real. Um, but it is unlikely that if you're already using HubSpot, These, the, the HubSpot options are going to be more expensive than whatever alternatives exist to you.
[00:19:19] George B. Thomas: so Kyle kind of went where I want to go and then Liz will get to question number two and it's Max kept on throwing out the number three, three, three, three, three. Cause cause co
[00:19:29] Max Cohen: said at least, at least,
[00:19:30] George B. Thomas: right, right. I want, I want people to realize like it might be five, it might be six when it's all over. It might be 10.
[00:19:35] Like I've been messing around with the social agent and it's crazy, right? And so like, if, if you just break it down to co pilot and then sales. Uh, agent, you know, service agent, social agent, breeze intelligence, like five, six, seven,
[00:19:55] Max Cohen: Yeah, all those
[00:19:56] agents are products on their, are separate products on their own.
[00:19:58] George B. Thomas: Yeah. Yeah. All right. Let's
[00:20:01] Liz Moorehead: Guys, are we sure?
[00:20:02] Chad Hohn: wait,
[00:20:02] Liz Moorehead: ready for question number two? Chad, damn it.
[00:20:05] George B. Thomas: nevermind. I'm
[00:20:07] Liz Moorehead: gigachat? Chad to play you off when I need him. Where is he?
[00:20:10] Oh,
[00:20:11] Chad Hohn: here. Don't worry.
[00:20:12] George B. Thomas: do that
[00:20:15] Liz Moorehead: number two, Chad? Play us in
[00:20:17] Chad Hohn: Oh, it's alright. ha
[00:20:19] Liz Moorehead: All
[00:20:19] Chad Hohn: ha ha ha.
[00:20:20] Liz Moorehead: right. So you guys actually started getting into this, which is why I didn't get too fussy. We really, we, the reason why we're so frustrated about the lack of clarity around adoption and where co pilot ends, where intelligence begins and all of these different things is because we know how game changing breeze intelligence can be for sales teams using HubSpot. So I want to throw this back to you, Kyle. Let's start with you. Although George. Max, Chad, I know you have thoughts on this, where do you see it really changing the game for sales teams and what are some of the most impactful use cases because you guys have thrown out a lot of different ways that it could be used, but where are sales teams going to see the most impact with breeze intelligence
[00:21:01] Kyle Jepson: Yeah. Um, I, I, I am excited to hear what George Max and Chad have to say. I will, uh, since I'm going first, so as to try to avoid taking anybody's answer. Um, I will, I want to go with it. Uh, I, I think it's sort of under the radar option with, with Breeze intelligence. And this comes back to, I've been talking a lot about the buyer intent tool here.
[00:21:22] One feature that was recently added to buyer intent, the way buyer intent works is you set a website path. You say, if someone comes to this web page, they are showing intent and, and then we can have their records and enrich them and add them to the CRM, right? But this, this is always. Left this open question of how do you know which pages show sales intent?
[00:21:42] And this is the sort of thing that companies love to just guess at, right? Like, Oh, obviously if someone visits our pricing page, they have real sales intent, right? Uh, this is my favorite blog post that I wrote. I worked very hard on it. If someone reads that they have
[00:21:54] Chad Hohn: ha ha ha.
[00:21:54] Kyle Jepson: And, and what buyer intent can do now, because it's in the interconnected HubSpotness and knows your deals and stuff.
[00:22:02] It can say, here are the actual paths. That, you know, statistically show someone is going to end up in a closed one deal. And think about that insight for a minute for your sales team. It takes that guesswork away. And if you can say, Hey, based on the data, if someone consumes these three pages, they are really likely to be open to a sales conversation.
[00:22:22] And by the way, here are the people who consume those three pages. That's huge, right? That the, the sales implications of that are enormous because. You can have the confidence that this person is, uh, doing the sort of behavioral patterns that suggest they are open to a sales conversation and might even go the distance and be closed one.
[00:22:44] But also, you know what's on those pages so you can say, hey, you know, seems someone from your organization was looking at these pages. Um, here, here's some answers to some common questions. Here's my meeting link if you'd like to discuss it further, right? And how much better is that outreach than, Hey, random LinkedIn content, I'm a wealth management, uh, guy and I would love to just help you make more money.
[00:23:07] Like, it just, you know, it, it, it's, it's an entirely different way of contextualizing and warming up your sales leads. Which I just think is, uh, it's huge.
[00:23:17] Liz Moorehead: guys? Don't just
[00:23:18] jump on. I'll jump in at once.
[00:23:20] George B. Thomas: no, no. So I'll come at this for the the sales side, but the sales side as the marketer in the And so, raise intelligence and the ability to automatically shorten and pre fill, uh, forms to increase conversions. Because the more conversions, A. K. A. if we're doing this as a HUMAN, Equals more conversations, And more conversations, well, you might call this more at bats, And with more at bats, you might be able to close more deals, And then because you've closed more deals, you might be driving more revenue, But like, Listen, you can also, if you have the stuff already filled out, you can ask more important questions, which then you get more quality leads.
[00:24:04] Anyway, so that's, that's the one from the marketer I'll say is like you, you can do some dope stuff on the actual beginning of this before you
[00:24:11] Chad Hohn: Mm hmm. Mm
[00:24:12] George B. Thomas: the sales process even.
[00:24:15] Max Cohen: for me, like a lot of it really comes down to like what I would tell salespeople is like figure out how you can use it to extend yourself, not like replace yourself, right? So like, You know, whether that's saying, Oh, I can write much better emails now because I'm not necessarily a talented, uh, you know, email communicator, or maybe my grammar sucks, or maybe I have a hard time, like, you know, asking questions in different ways or whatever it may be, right?
[00:24:37] Like, think about it, how you can use it to really just like enrich the interactions that you have and not just put them on autopilot and say, Oh, that's one less thing I have to do. Right because I mean the most embarrassing thing, you know is when you're just like sending out a bunch of junk that the ai thought was You know relevant to somebody right?
[00:24:58] I mean, it's it's almost in the same way that like people would you know Abuse, uh, like email templates and just send the
[00:25:04] same junk to everybody because they wanted to save time
[00:25:07] Right.
[00:25:07] I mean like just completely relying, you know, i'm a little I don't want to say i'm skeptical, but i'm i'm i'm watching the the sales prospecting stuff kind of carefully, right?
[00:25:17] um,
[00:25:18] you know what I mean, because I think that's walking like a very fine line of You know replacing yourself versus like
[00:25:25] enriching it or or using it as a way to be more efficient, right? but you know, I would I would say use the mindset of How can I do my job better now versus what parts of my job can I just eliminate because I can get AI to do it, right?
[00:25:40] And
[00:25:40] I think if you're truly using it to enrich the interactions that you're actually having, right, uh, You know, for example, if you were to enrich a contact to get some data about them, it's not so much like, Oh, I can get the phone number or, Oh, I can like, you know, get this there that you should be looking at it as, Oh, how can I use this information to actually have more intelligent conversation with someone, right.
[00:26:05] Versus like looking at it as like a little cheat code or something like that. Yep.
[00:26:12] George B. Thomas: down this road because for many people listening, especially sales, like they need, uh, you know, Firmographics, Decision Maker Info, uh, the Technology Stack, and so like, you can waste questions and waste time on those, or you can just get them. They can just ma automagically be there.
[00:26:33] But also, Max, I want to hit upon this piece that I I hope people will lean into in the future, because A. I. Or an AI assisted world is definitely not about how can I use this to do less. It's about how can I use this to create a greater impact in sales, in marketing, in content. Because the rate of speed in which you can create or understand is so much faster.
[00:27:05] Like, The value first human centric approach has never been as possible as it is right now, but only if you have the mindset of more impact, not less work.
[00:27:17] Kyle Jepson: Well, and. And salespeople are always looking for ways to stand out, right? And we are entering a moment where all of us, every single one of us, our inboxes are going to be flooded with AI generated garbage, right? And so now is your chance. To stand out as a human, right? And like, who cares if there's AI in the background helping you find the right human to talk to?
[00:27:40] Just don't let the AI talk to the human for you.
[00:27:43] Max Cohen: yeah, true.
[00:27:44] Chad Hohn: absolutely.
[00:27:45] Max Cohen: customer agent.
[00:27:48] Kyle Jepson: Well,
[00:27:49] George B. Thomas: Mr. Semi Atomic.
[00:27:50] Chad Hohn: See, but that's, I think, relevant because you're already, you've already closed one, that person theoretically, if they're using customer agent in some capacity or like, they're going to find out information to like, reach out to you. You know, I was curious.
[00:28:03] Max Cohen: Well, you look at it, you look at it, customer integrate, you look at
[00:28:06] customer agent a little bit of a different way. right,
[00:28:08] Like, you're what you're doing there is you're saying, how do we extend our, you know, abilities of our customer service people by making sure that their time and resources aren't getting taken up for something that doesn't need a human being, right?
[00:28:22] But also being able to be like, Hey, how can I help this other person Self serve themself, right?
[00:28:28] Chad Hohn: Which they usually
[00:28:29] Max Cohen: sure but also make sure it knows when it should go to a human being, right? And get some to them, like, in the cases where it makes sense to have, you know, an actual body helping them, right? Um, you know so, it does
[00:28:40] Chad Hohn: Yeah, you don't want to let, uh, you don't want to let your customer agent be dinking around in your billing settings necessarily, you know, like, Oh yeah, I'll just refinance subscription. No problem. Don't worry about it.
[00:28:52] Max Cohen: Don't worry about it.
[00:28:54] Chad Hohn: Well, I was curious, this is like on topic, but off topic. So I was curious, did anybody notice around inbound time? That a few API endpoints were added relative to meeting links.
[00:29:09] George B. Thomas: the nerd.
[00:29:11] Chad Hohn: D did, did y'all see that?
[00:29:14] Liz Moorehead: Let's get
[00:29:14] nerdy. Totally, absolutely. You know, while I was writing
[00:29:17] Max Cohen: What are the what are the, what are the endpoints, Chad?
[00:29:20] Chad Hohn: Well, the end points are to be able to get a meeting link for users or to get a specific meeting links user availability. So like when can that person be booked and to be able to book meetings via API and it ties in closely with like breeze in general, I think, and AI agents, right? And like, ultimately I think that's going to, like, this was the one thing that I'm thinking in an AI world with voice agents or like people who have like phone call integrations where they want to like, you know, robo dial everybody's brains out or whatever.
[00:30:00] Um, you know, that is going to be the piece that's missing, like some way via API to find a rep and their availability. And be able to like respond and actually put a meeting on the calendar. But HubSpot thought of that eight months ago, which is like insane to me. They're the first people, at least some of the first meeting link tool people that I've seen with that feature available.
[00:30:27] And I think that brings some stuff in back to this conversation at least. Um, because like that, that was, that's the missing link, you know, for some of those things to be able to like. Help automate some of those processes. If you want some of those pieces automated.
[00:30:43] George B. Thomas: And see what I love, yeah if you want or if you should, right? But what I love is I understand your brain enough to know that like If you're paying attention, we're talking about Breeze Intelligence. We also mentioned earlier that you can do a workflow action around this intelligence, which then means if there's an API, you could do some type of call or webhook to do this thing based on this flow.
[00:31:06] And so like this deep, rich, nerdy process. And again, hopefully it's all used in a way to more humanize automated and AI assisted human powered process that you're building. Liz, have we even made it to question three? I don't know.
[00:31:23] Chad Hohn: you
[00:31:25] Liz Moorehead: are our soy crops going? Outstanding.
[00:31:27] Max Cohen: we just finished, um Stone picking on the second field.
[00:31:31] So, I'm gonna dump that
[00:31:33] George B. Thomas: Dude, you need to buy a rock picker, bro. You just drive it and it gets all is that what you got, a rock picker? I used to drive one of those when I was a kid in Montana. Anyway, Liz, let's, let's move on.
[00:31:41] Liz Moorehead: Speaking of rock picking in Montana, Kyle, aside from the pricing conversation,
[00:31:48] what do you think the biggest mistakes or misunderstandings you've seen when teams are first starting to use Breeze Intelligence and how can they avoid them? So again, I want to avoid the conversation around making the decision to use it more about like once they are actually inside the breeze intelligence ecosystem, what are we dealing with here?
[00:32:05] Absolutely.
[00:32:06] Kyle Jepson: I would guess I haven't having enough conversations with people using breeze intelligence to say like, Oh, I have noticed that 75 percent you know, fall into this particular pothole. But as, as I've thought about like explaining the feature set to people and, and how they get up and going, I think there are a lot of strategic decisions you need to make.
[00:32:26] Around what records get enriched and at what point that should happen.
[00:32:31] Max Cohen: and why? Why? Why? And why are they getting
[00:32:35] Kyle Jepson: and why
[00:32:36] Max Cohen: how are you gonna use that data? You know what I mean?
[00:32:38] George B. Thomas: Oh.
[00:32:39] Kyle Jepson: yeah. I I thought you were like, why, why do we need to have this strategic, like, no, come on. Banks. Uh, yeah. And why? Because, uh, I, I mean, not just because it is credit based and you don't wanna spend more credits than you need to, but also like, this is, this is kind of a new way.
[00:32:54] For a lot of people, it's going to be a new step in the sales process. You've built in a HubSpot where it's just like, um, yeah, you know, you can, you can have all the breeze intelligence data on all your records as soon as they get added to the CRM every time. Uh, but, but more likely there is some point in the journey.
[00:33:13] Where it's going to be advantageous to you to get that record enriched and, uh, and it's worth noting I mentioned there's this ask Breeze Workflow action that is not Breeze intelligence. There are also Breeze intelligence workflow actions So you can say when this criteria is met enrich this record And, uh, I'd be really curious how people are thinking about that, how, how they're identifying that moment, because you don't, you don't want to get into a situation where, you know, I like how George has been talking about kind of wasting or spending questions, right?
[00:33:46] Imagine your sales rep only gets to ask their, their prospect. Five questions, 10 questions, right? You don't want one of those questions to be, where are you located? You don't want one of those questions to be what industry are you in? Right. Um, but you also don't want to get in a situation where the sales rep is on the phone and they're like, Hey, how are you?
[00:34:04] Let's settle in and ask them questions. What industry? Oh, hold, please. I'm just going to enrich your record real quick. Okay. Now, now, now my real question is you want to, you want it to happen before that point. And so I think, I hope sales leaders are having very serious conversations, um, looking at the whiteboard.
[00:34:23] Here's all the steps of the buyers, the customer's journey. And, and here is the point where enrichment makes the most sense. Um, and.
[00:34:30] Chad Hohn: that there's a world where an enrichment action could be added to playbooks to make it super easy that when it makes sense, because I think like, Hey, Right at the beginning, if this box does not say yes, then hit the button and you just enrich it real quick.
[00:34:47] Max Cohen: I mean,
[00:34:48] George B. Thomas: slapping the project manager right now to be like, Hey, I just heard this. Let me jump in here for a second
[00:34:55] Chad Hohn: send the dividend checks over. Yeah, no, just kidding.
[00:34:59] George B. Thomas: I want to double down because yes, we're talking about sales right now. And this idea of limited questions. But I hope everybody understands that we are entering a world in which you could simplify the amount you have to talk or meet. Let me give you an example, totally not sales related. But historically, if you were an agency, you would do a discovery call, and you would do a one hour call where you would ask a bunch of questions, and they would, they would talk about all these things, and then you would have to go back to the transcript, and, or you'd, hopefully you, somebody were taking good notes, and like, and you had five people on the call, and like, the hourly rates of each, and oh my god, it's like, how is, this is unkillable, how did we do this for 50 years already?
[00:35:43] I've onboarded a client. I onboarded a client last week, and here's how the process went. I put in their company name and their URL, and I had AI do deep research and give me an ultimate guide on the company. I then put that in some type of cohesive manner and delivered to the client and said, Hey, we've tried to do some discovery on you.
[00:36:03] Can you please just look at this document? Let us know if there's anything we missed or anything you've changed. And, and this was like a 15 page document that I sent over to them. They came back and they said, the only thing I would change your ad is we change this product to this name. But other than that, it seems like you really know our organization.
[00:36:21] Zero questions asked other than, is there anything you would add or change? No one hour discovery meeting. Like the information is out there for you. Like deliver a better experience. Now we can talk about sales for this, but that's the mindset. That I want people to grasp when we're talking about AI or breeze intelligence or or Providing a great user experience no matter what part of the buyer's journey they're in All right
[00:36:50] Kyle Jepson: the one thing I would add to that is if anyone replicates George's process here, um, around the time you send that 15 page document to your prospect, make sure you read it yourself.
[00:37:01] Chad Hohn: Oh yeah. Good gravy.
[00:37:03] George B. Thomas: Now and if you're like Well, and if you're like me, here's the other thing. I'll get real nerdy. One, I took that entire document. I put it in natural reader and I let it read me the document while I was actually like, it read it to me and I was reading it at the same time. So I'm not only am I, not only am I reading it, I'm learning about the organization
[00:37:21] Chad Hohn: it. Yeah.
[00:37:22] George B. Thomas: that I'm about to actually help.
[00:37:24] So like not only to read it, but retain it, ingest it. And here's where it got real nerdy because I decided I want to get out the office for a hot minute. I took that entire document, I put it in Notebook LM, I made it, turned it into a podcast, which I downloaded to my phone, the mp3 player, and I went and listened to the mp3 as I'm walking because I wanted to take it from my office, and I'm learning about the client, like, everything has changed, people need to wake up, okay, I'll shut up, Liz, let's, let's move
[00:37:50] Kyle Jepson: Since we've done such a good job staying on topic, can I tell you a totally off topic story? That's really funny.
[00:37:54] Chad Hohn: Yeah.
[00:37:55] Liz Moorehead: As long as it's about rocks, soybeans,
[00:37:59] George B. Thomas: on, farming,
[00:38:00] Liz Moorehead: or a mystery door. Number
[00:38:02] five. I'm fine with that.
[00:38:03] Kyle Jepson: I'll take door number five. Here we go.
[00:38:05] Chad Hohn: off talking.
[00:38:06] Kyle Jepson: the, the summer before I, I got hired at HubSpot as an entry level support rep. Uh, this is, this is summer 2014. I haven't even heard of HubSpot yet. I was between semesters of grad school. I signed up with a temp agency to get a job for the summer. And I sat down with the temp agency.
[00:38:24] They asked me questions about my work experience. They looked at my resume. I told them all these things and they're like, okay, we'll find a job that you're a good fit for. And they, they hooked me up with the enrollment office at UMass Boston, a university here in Boston. And I went in to meet the people and to have an interview, and we talked through and they're like, yes, this, this, this sort of administrative assistant role, you're perfect.
[00:38:47] You got the skills. Yes, you got the job. And as I stood up and was about to leave, one of the guys who had been interviewing me was like, hey, so, uh, your resume says you, you have CRM skills. Can you tell me more about that? And I was like, have what now? And like, he's like, look, and he showed me the resume that the temp agency had made for me.
[00:39:09] And because I had worked on a sales team, they had assumed I knew how to use a CRM, even though my sales team didn't use a CRM. And so it was like, yeah. And they said these words, you'll love this. They said these words, we just signed up for Salesforce. And we're looking for someone to help us set it up.
[00:39:29] And this was the first time in my life. I heard of Salesforce in a meaningful way, and I was like, I am really sorry. The temp, this is not the, the resume I submitted to the temp agency. They made this one for me. They added this skill and I, I have no experience there. That would be helpful. I really apologize that this was misrepresented.
[00:39:51] And this is, this is before the world of AI. And this is exactly the sort of situation you can get into if you have AI doing deep research and saying, ah, here are our recommendations. Ah, here are insights. And you send it over. Now you're going to get a customer who's like, wow, this one line of the document was the one that stood out to me.
[00:40:11] Can you please tell me more about this? And if you have not read it, and if you are not prepared to answer that question, you're going to have a moment like me, where you're going to have to admit, actually, that is a straight up lie and misrepresentation of my capabilities. And I apologize that we are now having this conversation.
[00:40:27] Max Cohen: oh man, it's you're you're describing my life as an implementation specialist. That was literally what I went through
[00:40:33] George B. Thomas: Here's the thing, there's a great lesson in that, and that is like, integrity always wins. Like, you could have chased that. You could have, oh, well, if I can learn it real quick, I could implement it, or, or I
[00:40:45] Kyle Jepson: right. Can you imagine if I was like, I don't know what Salesforce is, but how hard can it be to figure out?
[00:40:50] George B. Thomas: oh my god, so integrity always wins. The other thing that I want to say here, and I am literally going to pass the baton to you, Liz, to keep us going, but brother, 2014 to now. I just want to say on this podcast, you've come a long way, my dude.
[00:41:04] Chad Hohn: yeah.
[00:41:05] George B. Thomas: Oh,
[00:41:06] Chad Hohn: Dude. Could you imagine that, uh, somebody looking for team blue almost got Kyle.
[00:41:13] Liz Moorehead: that's so wild.
[00:41:14] Chad Hohn: It's so good.
[00:41:15] George B. Thomas: universe! Mm hmm.
[00:41:20] Chad Hohn: All right.
[00:41:21] Liz Moorehead: you should be Chad. You should, no kidding. So when it comes to integrating breeze intelligence effectively into existing HubSpot sales hub setups and portals. Where should sales team start? Because what I'm hearing again, which is a like, I feel like a broken record every time we talk about new products and new features, right?
[00:41:41] There's so much promise and potential. There is so much promise and potential, which could lead to like a crippling effect of like, where do I even start?
[00:41:50] Kyle Jepson: That's a great question. It's funny.
[00:41:53] Liz Moorehead: Thanks.
[00:41:54] Kyle Jepson: We all have to update our assumptions in this new world we're in now. And usually, when, historically, when people have asked me, HubSpot just came out with feature A. Where in the timeline should this be implemented? I have this standard answer of like, well, just check the data.
[00:42:11] Where are your conversion rates? Where's there's a drop off, where is there some sort of barrier to entry free? And that's the, that's the place you start, right? Wherever there's the most pain, wherever there's the most friction. Let's, let's grease the rails. And, but I think that's actually the wrong answer here now in 2025, because maybe you have probably not, but maybe you have your, uh, your, your sales process and marketing process and everything.
[00:42:35] As optimized as possible. There are still places you could deploy breeze intelligence technology to make it even better. And it, it might not be the worst conversion, or it might, that maybe, maybe there are things that are possible in 2025 for your sales process that were not possible in 2023. Right. Um, and, uh, and so I think actually I need to revise my talk track here and think about.
[00:43:00] Um, how do you identify the best place to start? Where are you going to get the most impact? It may be very hard to predict.
[00:43:06] Max Cohen: Okay, I have a I I don't know if people are gonna agree with this. Uh, I don't think you should spend a lot of time Worrying about where to start
[00:43:16] I think you should just use HubSpot And you will quickly figure out where it will be helpful because Breeze does a really, really good job of making you are making you aware that the thing you're doing in HubSpot right now could be easier if you used it, right?
[00:43:34] Liz Moorehead: So I love that principle, Max. But
[00:43:37] Max Cohen: No, I get it. But also like the thing is. AI is going to help everyone in different ways. There are some teams that have unbelievable content creators that straight up don't need it. That's a fact.
[00:43:50] Straight up don't need it, Right.
[00:43:51] Because they're really good and talented at creating content,
[00:43:54] right?
[00:43:54] They have great writers. They have great video creators. They have people
[00:43:57] who really
[00:43:58] Kyle Jepson: point of view.
[00:43:59] Max Cohen: People that love creating content about it, right? They probably don't need it. Right, but like you can't say the same thing for the struggling team That's just getting started or doesn't have all the same resources.
[00:44:09] It's going to mean different things to different people, right? I think you need to like because it's not about using ai it's about using hub spot and doing inbound still It's all still about doing inbound You use hub spot to make inbound easier and then ai will make hub spot easier,
[00:44:28] right? Like that's the kind of way I think about it, right?
[00:44:30] So I think Instead of like, hyper focusing on like, Oh shit, there's all this stuff going on with AI and I have to figure out where to start, I have to come up with a game plan. Bro, no, you gotta run your business, right? You're using HubSpot to run your business, you're gonna find ways that AI will make that easier as you discover them, but don't go out and just look and assume there's a whole bunch of problems because you haven't like, discovered the AI stuff yet. Right?
[00:44:59] Liz Moorehead: so here's what I want to throw out in this because so much I agree with you. And I also think that represents a bit of idealized notion of the organizations that are using this because when I think about some of the organizations that I work with, they don't necessarily have The flat structure or the company culture where that kind of autonomy is encouraged.
[00:45:21] What will happen is a new piece of tech or something big will roll out with a lot of promise. And then it might get stuck with, I don't know, a VP of sales, a sales director, a sales manager who may not think to, well, let's just see what people. Let's just see what people use with it, or maybe they're not being empowered from above with that.
[00:45:39] I think in some cases, Max, what you were describing is absolutely feasible, absolutely possible. And the thing that should happen, but I think one of the things we have to remember is that as HubSpot has grown more complex in the positive way, it is able to serve more complex, more dimensionalized sales teams and organizations where that may not like, that sounds like a great idea for an organization where I don't have a CRO. Breathing down my neck about best practices and having a structured sales process that everybody follows. So that's the only thing I want to throw out
[00:46:13] George B. Thomas: So I, I, I'm gonna, I, I agree with both of you, which is not always fact, but Max. Paralysis by
[00:46:22] Liz Moorehead: Thanks, bud.
[00:46:23] George B. Thomas: Yeah, paralysis by analysis
[00:46:25] Liz Moorehead: To be fair, I was also agreeing with Max. It's just not true all the
[00:46:28] George B. Thomas: no, no, I know, I know. Paralysis by analysis is a true fact. And what I would want the listeners or viewers to do is just take action. Dank on it. Like, figure it out as you go, because I'm sure there's enough of a framework around you that at least you'll be headed some way of a right direction and be able to pivot and transition your way to success as you move forward.
[00:46:47] But Liz, I have to piggyback on what you said too, because listen, over the last 30 days, I've talked to multiple organizations and it's gone like this, because we have this fantasy. Of what we believe to be true. By the way, I proved this to, uh, Chad on one of our super admins, where he was just talking about this thing.
[00:47:07] And I said, hey, in the chat pane, put yes workflow object, no workflow object, if you knew that workflows is an object and it was all no's. But the assumption was, of course, these super admins would know that. But here's how, here's how deep it goes. Here's how bad I get cut on a daily basis. The amount of times in the last 30 days that I've said, Well, of course, you want to make sure you have your tracking code installed.
[00:47:31] To which the answer is, Huh? I'm like, The tracking
[00:47:35] Chad Hohn: marketing hub and not even put that puppy on their website. I'm like, what are you doing? And like, also the other thing they do is they put the pixels on there for the integrate Google and Facebook. And then their pixels are double firing because they keep their old pixels.
[00:47:49] Liz Moorehead: Because there's a cost
[00:47:50] Chad Hohn: the nuance there.
[00:47:52] Liz Moorehead: well, because there's a cost. Let's be honest, guys. Edit. Let's, let's go super, super meta for a moment, because Chad, you said something there that
[00:47:59] George B. Thomas: Facebook meta or like, the original meta?
[00:48:01] Liz Moorehead: original meta
[00:48:02] Max Cohen: 2?
[00:48:03] George B. Thomas: Just checking. Just checking.
[00:48:05] Liz Moorehead: electric boogaloo, because right now organizations. Are struggling to justify budgets. Let's face it. The economy that most of our clients and most of these organizations are doing business in that and right now is pointy, is not friendly. So every decision they are making is being highly scrutinized. Why don't you just install it on your website? What if I install something that's meant to help us on our website? I don't fully understand it. I don't get that. It's just a pixel. But why don't I just go in and embrace things? What if I break something?
[00:48:36] What if I cost us money? What if I brought A piece of technology into our organization that is meant to help us and by moving too quickly, too fast, without enough forethought or integration with other teams, I do something that costs us money. And you know what, George, this reminds me of a conversation you and I were having with a client in a completely different industry when you were the champion of change.
[00:48:58] It is your head on the block.
[00:49:01] Chad Hohn: Oh yeah.
[00:49:02] Liz Moorehead: And I think that's why this happens. We're able to sit here and kind of be HubSpot jockeys and HubSpot cowboys because this is what we do. Our job is to go in there and tinker with things and break things. We are hired because we are the mad scientists in the laboratory.
[00:49:18] This is our business. This is what we do. And I think we forget that we have this all encompassed view of HubSpot. And for others, they're bringing it into solving very specific problems.
[00:49:30] Kyle Jepson: Yeah. Yeah. And
[00:49:32] George B. Thomas: the fact that it's somebody's day one scares the crap out of me.
[00:49:35] Kyle Jepson: right.
[00:49:36] George B. Thomas: But there's
[00:49:36] Liz Moorehead: But at least they have a day when at least
[00:49:38] George B. Thomas: Yeah, yeah, oh yeah,
[00:49:39] Chad Hohn: Yeah. Probably
[00:49:40] Kyle Jepson: Yeah. Yeah. And I think it's interesting. I am all for. Everything that's been said about if you're, if you want to get started, get started. Just do something. Something is better than nothing. But I do think it's important to remember what Max said earlier about, think about why you're doing something, right?
[00:49:56] Think about what the desired outcome is. Because I can tell you, If I just snuck into somebody's portal right now and use Breeze Intelligence to enrich a contact record that is in the midst of a sales conversation with a sales rep, there are plenty of sales reps who would not even notice anything had changed.
[00:50:13] Right? Can they see the properties that got enriched? Do they know
[00:50:17] Chad Hohn: their view probably isn't set up for it.
[00:50:19] Kyle Jepson: Right. And so like, hooray, you have that data in your CRM. But who is benefiting? No one, right? Certainly not your customer. Not even the sales rep talking to your customer. And so these are the kinds of things you need to think about.
[00:50:33] And, and I mean, putting on my, my HubSpot Academy hat, right? There's always going to be some training, uh, implications here, right? It is not the case that you can just run your entire database through Breeze Intelligence, pay that one time fee to, to, to, to do all your records historically and get them. And suddenly your sales process takes off and you double revenue, right?
[00:50:54] That is just. No tool in the world is a solution to the problems you have unless you can educate the people who are using it. Um, and so that's, that's an important thing to keep
[00:51:04] Liz Moorehead: And unless you could be honest about what your real problems actually are.
[00:51:07] Now guys, we are we have somehow come to the end of our conversation.
[00:51:11] Now normally, I encourage you to Yeah.
[00:51:14] Yeah.
[00:51:15] Max,
[00:51:16] Kyle Jepson: Max hasn't
[00:51:16] Liz Moorehead: time to violently agree. It's
[00:51:18] weird. But George, normally I have you help us exclusively land the plane, but this time I want you and Kyle to do this together. So I'm going to ask you and Kyle the same question
[00:51:31] and Kyle, I'm going to have you go first. so George can see what it's like to follow directions. When I asked this question,
[00:51:36] Kyle Jepson: I'll try to give a good example.
[00:51:38] George B. Thomas: I'm, I'm hurt. I'm hurt. It's, it's
[00:51:40] Liz Moorehead: George, it's the one George, it's the one thing question. And you're like, I hear your one thing. And I raised you 17
[00:51:46] things. So like
[00:51:47] George B. Thomas: up. I'm just saying.
[00:51:50] Liz Moorehead: hurtful,
[00:51:51] Chad Hohn: So
[00:51:52] Liz Moorehead: thank you.
[00:51:53] George B. Thomas: Okay, alright. Yes!
[00:51:54] Liz Moorehead: podcast with an iron fist. Kyle, if you
[00:51:57] want our listeners to walk away with one thing from this episode, what should it be and why?
[00:52:02] Kyle Jepson: Can I give two things?
[00:52:03] Liz Moorehead: Yes. If
[00:52:09] Max Cohen: rekt!
[00:52:09] Liz Moorehead: George is willing to give up his one thing,
[00:52:12] Kyle Jepson: No, that was actually a joke. I'm gonna have to struggle to even come up with one thing. I just wanted to, for George's benefit.
[00:52:19] George B. Thomas: so much. I
[00:52:20] Liz Moorehead: Look at Kyle.
[00:52:21] Chad Hohn: so good.
[00:52:22] Liz Moorehead: on Kyle. All right.
[00:52:24] Kyle Jepson: right. Uh, yeah. The one thing Uh, I want, uh, you know, it's been a great, this has been a journey, um, and I don't think the one thing you should take away is that my, that the typical 1976 Ken Moore washing machine is better than the new all in one washing machine, though that is valuable information, um,
[00:52:46] Chad Hohn: I'll say I like being able to fix stuff.
[00:52:48] Kyle Jepson: yeah, no, it's great, um, I, I would say, I, I think it's really interesting, the, the, the tenor of this conversation we've had today, it's important to remember It's, it's 2025. All of the best practices are still being discovered. If you want to roll the clock back to like 2006 when HubSpot first launched and Brian and Dermesh were like, Hey, what if small and mid sized businesses did this thing called inbound marketing, right?
[00:53:15] Like that is where we are again. Everything is changing, and if you're looking to whoever your favorite guru is, whether they're in this room or not, um, and you ask them a question, what should I do, they don't know yet, right? Uh, it is, it is all being figured out. And so, I think the one thing you should take away from this conversation is, is That can be empowering or it can be paralyzing, right?
[00:53:41] You can sit down on the side of the road and wait for someone else to figure out the best practices and come tell you what to do to grow your business. You can, you can keep doing the same thing you've been doing for the last 10 years and hope it continues to work. Or you can just jump in and start trying things and experiment and be a little bit scientific and just change one thing, change a couple of things, put some measurements in place, see if it helps, see if it hurts.
[00:54:05] Um, And, and I, I would encourage you to take that last option, jump right in with us and everyone else, and just, just play around with these tools, be curious, be excited. There are huge opportunities waiting to be discovered. The, the first mover advantage, nobody's gotten it yet this time around. Right. And so figure it out, right?
[00:54:23] If you can be that person who started a business blog in 2006, or started thinking about, uh, search engine optimization in 2007, uh, you, uh, you know, now that has something to do with AI. Um, and, uh, I, I think there are lots of opportunities for lots of companies to, to really have some big breaks. Um, and we can't tell you what those opportunities are for your specific company and your specific industry.
[00:54:50] But I can promise you those opportunities are there. And if you're willing to just puzzle through things and speculate and talk with friends, like we've been doing today, you might discover them.
[00:54:59] George B. Thomas: Yeah, I'm going to give a heck yeah and an amen to what Kyle just said. This is why like two or three weeks ago I put on LinkedIn that it's time for an inbound 2. 0 revolution. Like, this is literally where we're sitting at right now. We need a 2012 in a 2025 age. I'm just going to throw that out there because, my gosh, it's changed.
[00:55:20] I want to hit upon a 0. 5 thing. Please, by all that is holy, as you listen to this podcast episode, do not come away from assuming there's out of the box magic. I talk about wrapping HubSpot around your business needs. You need to look at Breeze Intelligence and you need to realize there is some assembly required.
[00:55:40] You need to make sure that your teams actually can see and do the thing that you're automatically happening. But here's the real takeaway that I want to talk about. Ladies and gentlemen, years ago, there was this thing that I love to teach, and I haven't taught it in a while, and if it intrigues you, reach out and let me know, but there's this thing in the sales process called Radar Research Revenue.
[00:55:58] Because here's the deal, as much as you want to lead score, as much as you want to enrich the data, as much as you want to make things magical for your sales team, what's the signal? What it mean? You see, some of us think a red light means stop. Some of us think a red light means, or green light means go, and some of us think a yellow light means go really, really fast. That's not really the real signal. And many of you are misinterpreting the intense signals that are happening based on the automation, the AI, or the enrichment in your, because you don't know what it means, and you don't know what action to take. That's where I'll leave it, because with all of this greatness, what does it mean?
[00:56:37] And where do you got to go as a sales rep? Where do you got to go as a leader? Oh, this has been amazing
[00:56:42] Chad Hohn: Yeah.
[00:56:42] Liz Moorehead: GigaChad, you want to take us out?
[00:56:47] Chad Hohn: Always. We'll take a south
[00:56:50] Liz Moorehead: Thanks for joining us, Kyle.
[00:56:52] Kyle Jepson: Thanks for having me.
[00:56:54] Max Cohen: Oh.
[00:56:55] George B. Thomas: Thank you.
