How to Get Started with HubSpot AI Data Sources (GigaChad Club Mix)

When you think of HubSpot settings, you probably don’t get all that excited, right? Let’s be honest—settings usually feel like the dusty backroom of your portal where buttons get toggled and features get turned on or off without much fanfare. But what if I told you that buried in those settings is something that could completely transform how you use HubSpot AI?

Enter HubSpot AI Data Sources, the unsung hero of personalization, efficiency, and smarter marketing and sales. Here’s the deal: HubSpot AI is only as smart as the information you feed it. Sure, AI can draft a blog or write an email, but without proper context, those outputs feel generic at best and totally off-brand at worst.

🚀 Learn More: HubSpot Announces Major AI Product Updates at #INBOUND24

That’s where AI Data Sources come in. This feature lets you input specific details about your brand, products, services, audience, and even your tone of voice. The result? AI-generated content that doesn’t just save you time—it actually sounds like it came from someone who understands your business. Imagine crafting a sales pitch, social post, or email that feels as personalized as something your best marketer could create, but in less time.

🚀 Learn More: The Great AI in Marketing Debate, Pilot or Co-Pilot? (#INBOUND24 Exclusive)

In this episode, George, Chad, and I unpack everything you need to know about HubSpot’s AI Data Sources. Why are they critical to getting the most out of your HubSpot CRM? How can you set them up in a way that instantly improves your AI outputs? And what’s coming down the road for this game-changing feature?

We’re breaking it all down, from the basics (like user profiles and ideal customer profiles) to the future-facing opportunities that could redefine how your team works. Whether you’re a HubSpot novice or a seasoned pro, this is one feature you’re going to want to understand and start using ASAP.

Keywords

HubSpot AI data sources, CRM context building, ideal customer profiles, AI-powered marketing, HubSpot settings guide, marketing strategy AI, brand kits HubSpot, user profiles CRM, AI personalization, HubSpot automation tips

What We Cover

• Why Settings Just Got a Whole Lot Sexier: We start with the basics: Where are AI Data Sources in HubSpot, and why should you care? George walks us through the setup process, including the all-important “Data Sources” tab where user profiles, ICPs, and more come to life. If you think settings are just about toggling things on and off, prepare to be pleasantly surprised.

• How Context Transforms AI Output: The key to great AI isn’t just the tools—it’s the information you feed them. We discuss why adding context through AI Data Sources leads to better, more humanized content, whether it’s a blog post, a social update, or even a customer service response. Chad explains how this layer of personalization can be the difference between mediocre and remarkable results.

• Ideal Customer Profiles: The Game-Changer for Targeting: Think ICPs are just for account-based marketing? Think again. We break down how documenting your ICPs in HubSpot’s Data Sources empowers your AI to create hyper-relevant content and even optimize prospecting workflows. Plus, we share some easy steps for setting up ICPs if you’ve never done it before.

• Brand Kits, Marketing Goals, and Next-Level Personalization: From brand voice to marketing objectives, we explore the features that let you teach HubSpot’s AI what your business stands for. George highlights why the “marketing goals” section could be the most underappreciated gem in the entire settings menu—and why picking two goals, like “trust” or “engagement,” dramatically impacts your content’s tone and direction.

• Products and Services: Unlocking Sales and Marketing Synergy: Here’s a feature most folks overlook: You can document all your products and services directly in the Data Sources tab. We discuss how this data not only streamlines your social media agent but also ties into broader strategies like cross-selling and upselling. And yes, we’ve got some wishlist features we’d love to see here in the future.

• The Future of AI and HubSpot: What’s Next?: Finally, we share our thoughts on where HubSpot is taking this next. From potential integrations with custom objects to smarter automation possibilities, we look ahead to how AI Data Sources could evolve—and why this is just the beginning of a much larger story for HubSpot users.

And so much more ... 

Episode Transcript

George B. Thomas: Now, do you notice anything different there? Did you

Liz Moorehead: Do we finally have an update? Do we finally have an up to date? Oh,

George B. Thomas: I

Chad Hohn: haven't heard the fade out in forever.

George B. Thomas: No, no, no. So I, I, I actually took some time and I updated the fact of like, Devin and HubSpot and Max and like

Chad Hohn: Mm hmm.

George B. Thomas: the, and I was like, you know what, we're just gonna give it a and like a

Chad Hohn: There you go. Yep.

George B. Thomas: that's the new intro. Is that, not

Chad Hohn: That's beautiful.

George B. Thomas: that's hot.

Liz Moorehead: the only thing missing is that you need some sort of disclaimer. Like if 90 percent of what Liz says, we're sorry. Just preemptively. We're sorry

George B. Thomas: We

Liz Moorehead: to whomever it is.

George B. Thomas: Yeah. We apologize in advance

Chad Hohn: Yes. It's a pre apologization.

George B. Thomas: for all of the shenanigans that might happen.

Liz Moorehead: I know, but I, you know what guys? It's only the three of us this week, Max, as we were talking about before we hopped on today, hope is his sick kiddos get better. But guys, I have, I have you two nerds in front of me right now.

George B. Thomas: Yes,

Liz Moorehead: George,

George B. Thomas: yes.

Liz Moorehead: we got to, I need to talk to you immediately and directly for a second, as we dig into what we're talking about today, which is HubSpot AI data sources, we are going.

So nerdy today. So nerdy. And because we're talking about something today where honestly, you brought this up last week as our topic, right? Look at this, look at this amazing thing. And I'm like, Oh, goodie. The settings section of HubSpot, my favorite place, my favorite

George B. Thomas: like get excited. You don't get excited. Be like, look at this new setting.

Liz Moorehead: are you going to show me more about how to HubSpot, George?

Yay. I'm so excited, but I got it

Chad Hohn: settings are important. I love settings. Like there's some really great settings in HubSpot. So don't be dissing my settings. All right.

George B. Thomas: we probably could have an entire episode on like HubSpot settings. You didn't know you should pay attention to but.

Chad Hohn: it's the ones that will

Liz Moorehead: a whole

Chad Hohn: your life.

Liz Moorehead: We are doing an episode

Chad Hohn: Well, this is AI settings. This is different than the non, the boring, the regular settings. Okay.

Liz Moorehead: Alright, now, so here, George, I gotta know, brother, Why are you so hyped to get nerdy about this today? Because the way you are dancing right now, Chad, and anybody who's watching in our live audience right now, you can see he's like He's dancing, he's moving around,

Chad Hohn: He was like doing jumping jacks during the intro.

George B. Thomas: Yeah.

Liz Moorehead: how he was during our team meeting where he's like, Liz, Liz, we're going to talk about settings. Like, what, what are we doing? What are we doing? So George, tell us.

George B. Thomas: well, listen, um, you know that for a long time I have loved HubSpot and HubSpot has done a lot of things right and and then they rolled out like the content, AI content builder and I immediately was sad because I was like, oh, it's awesome. It's awesome. It's not quite there and, and I, I wanted to be happy.

I wanted to leverage it. I wanted to lean all in and I was like, Oh, but I, but I can't, like, I got to teach my clients and other people like this other way that I'm doing it because it's not quite there now. So, So one, I'm happy because I can be like, Ooh, we're, we're officially there, ladies and gentlemen, like you should be paying attention to these things.

Now, the other thing that is a layer on this is at inbound, I talked about humanizing AI. Okay. And one of the main things that I talked about that was important when it comes to AI and any type of like creation or agent or you and humanizing it is this really large word, context. Well, the, the word isn't large, the word is actually small, but the concept and the idea of having, yeah, medium, medium, not small, not big medium.

Yeah. But, but the concept of having context to the things that you're doing are really important. All right. So if we take those ideas of like, all right, ladies and gentlemen, we're there. You should be paying attention to it. And context is everything when it comes to helping to humanize the AI elements that you're doing.

Then the place that we all should be paying attention to, if we are not yet and making sure that we've even updated some new things that are like new because of what we're about to talk about today, we journey into the world of yes, AI settings, but more importantly, the data sources tab, right? And, and when, when you hear things like.

User profile, you might not get excited, but there are reasons to when you hear words like marketing strategy inside of a settings tab, generally with marketing strategy, you should just get excited. And if you don't shame on you, but you also might hear things like company profile and be like, okay, I don't even need to click into that.

But guess what? You probably should. And so, Liz, it's because of the, the specificity, the, the microness of this, the context, the, the, what I would love to call the layers of context that will then be able to be injected, paid attention to as we move forward. HubSpot, I love you again.

Liz Moorehead: Oh, Chad, how much pressure, how much pressure do I need to put on you to talk about why you're excited to nerd out today? Or do you just need runway in space?

Chad Hohn: Oh, I mean, you know, I don't think I need a whole lot of pressure to talk about HubSpot. That's pretty easy for me. Yeah, I mean, like, uh, these, the, the AI settings, I was just poking around in there. Um, I think like the, the hardest thing about like breeze HubSpot AI traditionally so far up until it's really graduated to this point was like HubSpot portal contextualization, right?

Understanding the. Non standard portions of your HubSpot portal, right? And I think that's where it's been difficult. And now that it's starting to tie in to other areas of HubSpot, like. User properties and user personalization and understanding who the humans are that are working with things, understanding the thing you're trying to accomplish and your mission and goal and what you serve, whatever these other things are.

Absolutely wonderful. Um, so I mean, I'll let George run, you know, and I'll chime in, you know, on things and ask even probably some additional questions actually.

Liz Moorehead: I love it. All right. So let's start digging into what we're talking about. So we're talking about the AI data sources, which includes brand kits, your company profile, your ideal customer profile, your marketing strategy, your products and services, your user. It's a lot. Um, George, can you just break it down?

Let's simplify the complex here. What the heck are HubSpot AI data sources? Where are they? What collective purpose do they serve? What are we doing here?

George B. Thomas: Yeah, yeah, so first of all, you've got to go to again, maybe one of the sexiest places in the HubSpot portal, the settings area, you go, you go to settings, let's go. And on the left hand side, you're going to scroll down to AI and you're going to see there's an AI access tab. When you first get there, this is where you can actually.

Flip the switch on to the things that you want to like do pertaining and there's a couple links to like learn more stuff and dig in which you should like learn

Chad Hohn: Like how they manage the data at really the settings. All it is right now is just like, it's on or it's off. That's all you get.

George B. Thomas: yes, but you should definitely dig into the like knowledge article links that are there because understanding how and why. Of the data is is an important fundamental piece, but then there's this tab. That's called data sources. Um, and so, so that's the where you also asked me like a second part, I think, which is like why they're important.

Was that the second part

Liz Moorehead: What is their collective purpose? So I

George B. Thomas: yeah. Yeah.

Liz Moorehead: I think about, yeah, 'cause here's what I want, here's some con context for my question. I think we can look at all these disparate things, you know, ICPs, company profiles, brand kits, marketing, but what do they all collectively do together?

George B. Thomas: Yeah. Yeah. And I love that question because there's a knowledge article, which we need to make sure we put in the show notes, Liz. Um, the, the knowledge article is literally, it's again, it sounds so sexy, manager AI settings. Um, but, but, but about middle way down, there's a thing and you can do like a control F in your browser.

It says manage your AI data sources. And the answer to your question is actually in the middle of a knowledge article buried, which again is why we're having this conversation because it says to ensure that the content generated. Pay attention to that, because content is generated in multiple different areas moving forward in HubSpot, right?

Like, immediately when you think of content generated, you're like, Oh, blog articles! Oh, maybe landing pages! Oh, maybe Like, yes, but I also want you to think about things like Oh, I don't know the prospecting agent who does like templates and, you know, snippets and the social media agent that I don't know does things like social media posts.

Like, there's a whole lot of places where content generation can now live inside of your HubSpot customer portal. Okay. And so to make sure that content generated aligns with your company. You can configure your AI data sources, the AI data sources will be used when generating content with agents such as, and then it has social agent listed there right now, but there, you know, there's the content agent, the prospecting agent and beta that's coming,

Chad Hohn: There's the customer agent too, for like your social or for your support. Right. Cause like support bot needs to be aware of who you are, who you serve and what you do so that it can more successfully answer inquiries. Mm hmm. Mm hmm. Mm

George B. Thomas: we like take what HubSpot saying and we take what we're talking about today. Literally, if you think about inbound humanizing your content, right? Human powered AI assisted. These data sources are giving the most important context. To the places where content will be created and be able to be humanized.

And so if you want to get more of a 90 percent rough draft, instead of a. 30 percent rough draft where you're getting ticked off at HubSpot because they don't know anything about, but you haven't gone into your data sources and actually help HubSpot help you. It's like Jerry Maguire HubSpot sitting there going, help me help you help me help you.

All you got to do is go to the data sources.

Liz Moorehead: So you've been experimenting already with these tools though. What have you discovered so far? You've been, you've been a little, I'm gonna be perfectly clear. You've just been experiencing, you've been a little mad scientist just in your little laboratory. Cooking up stuff back there. What have you found?

George B. Thomas: yeah. So, I don't know if I want to start from the top. Yeah. Or the bottom and working my way up or work my way down. Because again, I want to talk about these data sources. I think what, what I'm going to do is I'm going to start from the bottom list and work my way up. Okay. Because user profile again, doesn't sound sexy, but, but what I realized when I went in there is that I clicked in there and I had my name in there, but there was this place called job title.

And I hadn't filled it out. Okay. And I was like, eh, why is that important? Well, let's see, if I'm creating, generating content as the user, there's some context of me being the owner, or the context of me being a HubSpot helper, that you can start to think of the connective tissue, or the lines that could be drawn, on well, oh, This might be a thought leader in this thing versus just like a general human being called George.

So again, adding job title. Now, here's the thing. I believe Over time HubSpot will start adding more things to a user profile settings and data sources. So you can get very contextual to that. This is Liz generating this content. This is Chad generating this content. Well, you know, what's funny is Chad always makes these changes.

So let's make sure we write it more in this way or Liz always adds these things. So as Liz generates, let's make sure Liz.

Liz Moorehead: I am a thing adder.

George B. Thomas: get these, right? So, like, just going in and doing, like, name and then adding job title, if you haven't done that. And again, go through data sources to click into this thing to kind of see that. I

Chad Hohn: think one of the things I'd love to see there would be like job description, right? That's like one of the next evolutions is like, what do you do? Put the outline of your role. So it has a little bit more context because exactly right. Like, especially in a sales role, if it's going to generate an email.

You want it to understand your goal as a sales rep, right? And the other thing that I'd love to see there is like the custom user properties, like some level of the ability to fill out custom user properties. But this is an amazing step in the right direction. You can see the connective tissue, like you were saying, of exactly how they're putting the framework together.

And they're just going to build on top of it. Again, this, as much as, as often as we say this, it's, it's so true. This is the worst it's ever going to be.

George B. Thomas: Yeah. Yeah. So, let's even take this a step further, Chad, because I love where your brain's going. Imagine I go into user profile and there's like areas of interest, or there's areas of expertise, or there's even a place where I can put dumb stuff of like, uh, Star Wars lover, uh, Fast and Furious guy, like

Chad Hohn: like that. Yeah. Mm

George B. Thomas: because now what can it do?

Well, it can use it the profile that's generating the content and be like, Oh, this dude likes cigars. Let's go ahead and throw a couple cigar jokes in there or like dad, whatever, right? So like, again, cause this comes down to how can HubSpot, the company that is focused so much on, uh, inbound and being human doing marketing sales service in a human way, how can the AI get to a level that it can create the most humanness?

I don't think that's a word,

Chad Hohn: Humanosity.

Liz Moorehead: I'm, I feel like it's not sounding correctly to

George B. Thomas: the most

Liz Moorehead: that.

George B. Thomas: humanness still, I don't think it's a word, even though it sounds cooler that way. I don't think it's, it's, it's, it's

Liz Moorehead: we're actually looking for here is humanity. It's a little simpler, but we'll go with humaneness. That sounds

George B. Thomas: Well,

Liz Moorehead: That's fine.

George B. Thomas: hey, listen, people say automagical all the time. I coined that one and it's like, whatever. It's

Chad Hohn: sorry. I stole that. I use it all the time and I always say. George told me this.

George B. Thomas: you know, the amount of people who have told me that HubSpot can be automagical and I just giggle.

I don't say anything. I just giggle. I say, yes, it can.

Chad Hohn: It's amazing. That's amazing.

George B. Thomas: but, but here's what's fun. It's like you have to start to think about the layer that that brings and here's the thing. I lied. I'm not even going to start from the bottom work my way up. I'm just going to jump around because it's up

Chad Hohn: Wasn't that expected? I mean, at the end of the

George B. Thomas: like, like, like company profile. Okay, company profile does not sound sexy at all.

Chad Hohn: no, it's like, Hey, we got to send you a bill, put in your address correctly. Thanks.

George B. Thomas: Yeah, exactly. But, but in this now, here's what's fun. And again, I had never filled this out and I'm, I'm, by the way, I'm being completely authentic, transparent, vulnerable, whatever, however, you want to throw this out there. I had company name sure. Duh, you do that on set up. Um, I had the domain job. My website is hosted on here.

But I never had gone in and put the industry. So I went in here because of data sources and I put in marketing services. Now what do you think that does as far as connective tissues or understanding about what the machine should talk about or the level or direction? Now again, could company profile be a little bit deeper?

Yes. Like are there some things that it could add? Absolutely. But like Chad said, it's the worst it'll ever be. And so just even going in user profile and company profile, you're going to be adding these foundational, fundamental, like contextual pieces.

Chad Hohn: Yeah. Well, I think that nicely leads us into ICP.

George B. Thomas: Oh, dude, don't even get me started. So, so here's the thing. I

Liz Moorehead: do you need a moment? Do

George B. Thomas: I might need a

Chad Hohn: Do some jumping jacks again, man. You got to

George B. Thomas: go, let's go. Like, you're, you're, you're, you're gonna, you're gonna have to watch it. If you're listening this year, like this dude, like is on something this morning. But, but,

Chad Hohn: It's that Monday morning energy for sure. Everyone when we were when we were in like the green room before we started, it was like everyone was excited about everything that we're planning to do this week. Sometimes like those Friday shows would get a little bit like just a little, you know, it's, it's been a long week,

George B. Thomas: a

Chad Hohn: but

Liz Moorehead: You mean when Max and I would eat croutons and not know how to land the plane?

George B. Thomas: Yeah, but, but, but here's, here, here, here's the thing. I, I I get so excited about this because I realized how, how much this will impact the humans that use HubSpot and also the humans that the humans that use HubSpot are trying to impact or help. Right. And so let's go to ideal, uh, customer profiles or ICPs.

Literally when I found this, when I stumbled across this, I was like, okay, this is where it all changes. And I took a screenshot, I put it on LinkedIn and I said, are you doing this yet? I also put it in the super admin training as a question. Do you document your ICPs in HubSpot? And people are like, huh, what do you mean document our ICPs in HubSpot?

Well, this can be a documentation tool that also then allows it to be a data sources tool. So, if you go into, um, The data sources tab tab and go into ideal customer profiles. What you can do is you can create new ICPs. And so like for us, we have established SMB or marketing manager HubSpot operations or event driven, right?

And if you go into one of these, you can actually name it. You can give it multiple job titles that it can look for. You can do several industries that you want it to focus on. You can give it locations. You can give it company size. You can give it suggested revenue. Uh, the age, age ranges of the potential humans that might be part of the ICP portion.

You can give it interests and you can give it an other section. Now, interest and other are real interesting because they're like single line text and multiple line text, meaning you're giving it a customized contextual information that it can use. And so it

Chad Hohn: Everything else is check multi checkbox, right? So you got a boop, boop, boop, boop pick from the list, but this is like, you put whatever you want in there.

George B. Thomas: Exactly. So it doesn't take an Einstein. To understand that like, Oh, well, this is the fundamental, uh, undergrowth engine for the prospecting agent. Once it's released out of beta and people are using it, like, this is how it knows who and what and why and where to be looking for these prospects that you might want to work with.

But also if I think back from like just a content generation standpoint, when, now, when you go in Liz, Oh my God, when you go into generate a blog article, it asks you like. Who are you writing this piece of content to?

Liz Moorehead: I saw that. I saw that

George B. Thomas: OH MY

Liz Moorehead: to have a moment. Okay. Okay. I am Frickin losing my mind over here over that. I've been waiting for you to bring this up. I'm waiting for you because for years, George, you have worked with me and you have listened to me interview people on hundreds and hundreds of topics and people always get so freaking hyped about let's talk about the what and the why and the how.

And the first question I always ask them if they try to skip over is wait, wait a minute. Who are we talking

George B. Thomas: YES!

Chad Hohn: Mm hmm. Mm

Liz Moorehead: That is the number one place content pieces go to die.

George B. Thomas: Oh my god. And

Liz Moorehead: that step.

George B. Thomas: so Ugh. And so now you're, you're literally, you're literally saying, I gave you all this juicy context over an ICP. We're about to write this blog article about HubSpot data sources, and I want to make sure that it's directed into this type of human being that we're educating. The, the context and the output differences based on that and it being part of your hubs anyway, so, so listen, listeners, if you haven't gone in and gone to your data sources and at least done this ideal customer profile piece, then you got to do that.

Now, I know, I know in a little bit, you might ask us, like, how can this get better? So I'm going to save the thing that I just dramatically want to say right now, because I, I'm like, there's everything inside of me screaming of like, of, of a thing that needs to happen in here, but I'm going to

Chad Hohn: some more jumping jacks. Come on,

George B. Thomas: okay. Okay. Chad,

Chad Hohn: Get it

Liz Moorehead: All right. Well, okay. So while he's doing jumping jacks, I actually have a question for you, Chad.

Chad Hohn: okay.

Liz Moorehead: So here's my question for you. When you take a look at this tool set, right? When you take a look at this suite of settings, do you have like an underdog that's just there hanging out in the periphery? Like the one where you see like, this is going to bring a lot of value.

And a lot of people are just kind of kind of overlook it because these data sources they're directive, but I mean, I'll say the quiet part out loud. I know we're doing jumping jacks, jacks and getting hyped, but like, We're talking about settings, guys. These don't, this is not, this is not sexy on the

George B. Thomas: you're not, but you're not, but go

Chad Hohn: but you're not. Yeah. So, well, there's two things here. Um, so underdog for me, I think the underdog that people will overlook is the future extension of the user and company profile and giving your, basically your content generation engine inside of HubSpot, that's aware of all the humans and businesses you're working with.

That's aware of all the sales opportunities that you have. That's where of all the support tickets that you've brought in, if you're using and leveraging the entire platform, right? Um, knowing who your people are and who your business is, is going to truly be the thing that extra personalizes it. I mean, I think that is an underdog for me, at least from my perspective.

Now, when there's time, I have, I have a question related to ICP that I think I'd like to pose to George. So

George B. Thomas: Okay. So I want to give an underdog too. Um, because I like the question. I think people are going to sleep on the marketing goals portion of this. Because when you click on it, you can only select two. And, um, by the way, the fact that trust is one of the goals and education is one of the goals, brand awareness is one of the goals, engagement is one of the goals, lead generation, but there's this magic mix of if you pick two for your strategy, what does that do?

Listen, ladies and gentlemen, if I'm going to write an article that is to build trust, I'm going to write it fundamentally different than if I'm trying to generate a lead. If I'm trying to get engagement out of the cowards, I'm going to write it completely different than if I was just trying to educate them.

And so the context of the market, but also here's where I love to let my brain just kind of like go into the future. Does that mean there's going to be a marketing agent? And if so, what else will be in this panel in the future to actually help direct the marketing agent, know what the marketing strategy is, and maybe the core values and the mission statement, which, which by the way, we can already do like at a granular level in the content agent, but what does this grow into?

And I think people are just gonna be like, I know what my strategy is. Why does HubSpot need to know it?

Chad Hohn: Sure.

Liz Moorehead: This episode is amazing.

Chad Hohn: he's

Liz Moorehead: How you doing, bud? George, how you doing, bud?

George B. Thomas: I'm taking deep breaths. I'm taking deep breaths.

Liz Moorehead: breath, take a deep breath. Okay. I know we've talked already about what we love about these tools, but I, I want to know what we love about them in terms of how they're set up and how they're already functioning. But then I also want to hear from you where we see gaps.

Or clear opportunities for improvement in

George B. Thomas: we wait can we wait to do that for a second?

Liz Moorehead: Sure.

George B. Thomas: Yeah. Yeah, because I can't move

Liz Moorehead: I'm impressed, George. Hold on. I got to say one thing. I'm very impressed rather than breaking my outline for this show within the first 30 seconds, you waited what? Like 30 minutes. I'm so proud of you. This is restraint.

George B. Thomas: it's not my fault. It's not my fault. It's not my fault. I can't move forward without knowing what Chad's question on ICPS was.

Chad Hohn: Oh, yeah. All right. So this, I mean, I know that at least I, for whatever reason, just like I latched on to auto magical, I latched on to a training you did on personas. Right.

George B. Thomas: Oh, yes, let's go.

Chad Hohn: I've really, really loved how you. Wanted users to essentially self identify the persona and like to put it on a form where it's like, Hey, I'm this kind of a human or I'm that kind of a human or mom, man, I'm nobody in this list.

You know, can you tell me a little bit more about you? Right? And the personas are super helpful and like. What is the overlap between the personas feature in HubSpot and the ideal customer profile and is this meant to replace it? Is it meant to link to it? Right? And like, what are your thoughts on that? I wanted to get your perspective on it.

George B. Thomas: here's the good thing Liz I can I can actually answer Chad and you at the same time. Because this is where I was like, I'm just gonna.

Liz Moorehead: efficiency,

George B. Thomas: going to, I'm going to, I'm going to die if I can't tell somebody HubSpot that this needs to be. So ICPs are the company,

Chad Hohn: Mm hmm. Right.

George B. Thomas: ICPs are for like target accounts and, and ABM and, and like, and, and just like B2B, right?

Chad Hohn: Mm hmm.

George B. Thomas: First of all, I, I, I hope you're using personas properly in HubSpot. 98 percent of you probably aren't. Um, book time with me, send me some money, I'll show you how to do it right. It's a fundamental shift. Of actually how you do the foundational baseline segmentation for communication and reporting in your HubSwap portal.

And it allows these humans to self identify. By all that is holy. Ugh.

Chad Hohn: Like, I mean, I, it is so simple because people overthink personas and this just changed the entire way that I thought about that property

George B. Thomas: I'll let you know how you know you're jacked up or not. If you go into your Persona tool, and the description of your Persona doesn't start with, I'm A. Or I man, depending on proper grammar, give me a call. Alright, so here's the thing. Here's the thing. Cause, cause, you're, it's, it's wrong. Okay, also, I'll tell you how you know you jacked up. If you're still doing the three to six months of Persona research before you've actually put the Personas in HubSpot, give me a call. He's doing it wrong. All right. All right. If you're worried about doing a persona research after the fact, give me a call. You're okay. I'm done. I'm done with it. Okay. So here's the thing, the HubSpot AI humans, the people that are in charge of the data sources tab by all that is holy.

Can you please add another section that is just hooking up the people who are adding personas, right? Because then more people can call me, by the way. The people who are actually doing personas right, that it actually looks at those personas. Oh my god. Because if you could do ICPs, and the persona property, and you had three to five, Oh my god.

And you had three to five positive personas. Or one to two negative personas. And you could actually look at the activities in your activity feed based on the persona being set of one of your one to five and ICP, the context around the activities and the understanding of the individual human would be astronomical.

Chad Hohn: Oh,

George B. Thomas: the would be astronomical. Like just this one edition. And also then allowing me to train every single HubSpot user how to use personas properly would take HubSpot and the AI to a level that probably I don't think anybody Is even thinking about or paying attention to right now. Cause what do you get in personas?

You get the roles, you get the goals, you get the challenges, you get the demographics. You can create a story. Well, what's a story? Story's context. Oh, really? So now you got pain points? You got goals? You're trying to create content? You know what type of company they live in? Oh my god! I'm

Liz Moorehead: Chad.

George B. Thomas: just saying, so am I.

Chad Hohn: so good. Yeah. So I'm pretty sure like this, like, I was just, you know, like, that's where my mind went is field mapping personas to businesses. And it's like, just think about what you could do if your system had that level of context and understanding. Absolutely phenomenal. Um,

George B. Thomas: Nobody else would be able to do this. Like, HubSpot has laid a foundation that if this piece was implemented, and again, if humans were taught to use the property right, O. M. G.

Chad Hohn: this is the way.

George B. Thomas: Oh, I love, come on, Mandalorian, let's go.

Chad Hohn: Ooh, let's go. Yeah. So feature suggestion for, uh, this persona mapping. Unless the Prestona starts with I'm a, or I'm an, then you can't map it.

George B. Thomas: Oh, yeah,

Chad Hohn: And it just has a link to call George.

George B. Thomas: Call George. Yeah, there should be a little, like, Text note, uh, if doing it wrong called, no, I'm just kidding. I'm just kidding. I am, but

Liz Moorehead: Are we though? Are we

George B. Thomas: I'm, I'm really not because I've seen when I, just like Chad said, by the way, I didn't pay Chad to like say these things, but I've seen hundreds of people, hundreds of humans when they watch the workshop or they're part of the workshop or I, or I teach him at a one to one level of how to do this.

They're like. Oh my God, this changes everything. And if that's true in your segmentation, communication and reporting, imagine how true it is for your AI content generation and for your agents moving forward, as far as the contextual understanding of who the frick you're actually trying to help.

Liz Moorehead: So where do you imagine some of our, our user pals out there in the HubSpot universe going wrong with these tools, whether that's Wookiee mistakes, oversights, what are we, what are we seeing here?

Chad Hohn: I mean, right now they're pretty simple. So I just say ignoring them is where you're going wrong. Ignoring them is the number one place you're going wrong. And then, you know, something like The ICP, like having way too many of them could possibly be a little bit difficult because you want to keep it probably fairly focused in these early stages.

George B. Thomas: I agree completely with Chad. I will say two other things. One, overcomplicating them,

Chad Hohn: Mm hmm.

George B. Thomas: like just get it done. You, you have the information. Put the information in there, by the way. If you don't have the information, use other AI to help you get the information. Like literally take screenshots, go into ideal customer profile, take a screenshot of the name, job title, industry location, company size, revenue. Go into GPT or Claude or I don't you might use perplexity. I don't give two squatch go into

Chad Hohn: host your own model.

George B. Thomas: you might if you're that much of a nerd you probably already have this junk in there.

But but I

Chad Hohn: what

Liz Moorehead: Do you have your, is that you? Are you, are you speaking for a friend?

Chad Hohn: I don't want to say.

George B. Thomas: mean speaking

Liz Moorehead: your printer is glowing red. I like it.

Chad Hohn: now.

George B. Thomas: It's green now, but you got to be quick Did you see the article by the way about Daisy chaining for Mac minis to actually be able to run your own LLM model? Did you see that yet? Anyway, not why we're here. Not why we're here. Yeah, because the new, uh, Mac chip in the minis, you can literally daisy chain four of them and then run your own local LL.

Uh, anyway, okay.

Chad Hohn: Or you could just build a Windows computer.

George B. Thomas: well, yeah,

Chad Hohn: Oh, sorry.

George B. Thomas: But that maybe for about, you know, some thousands of dollars, but, but here's the thing. Take a screenshot, go to, uh, GPT cloud, whatever, and be like, here's information about my company. Here's information about my products and services. By the way, we'll talk about products and services and data sources in a hot second.

Uh, here's my products and services. Um, can you help me figure out who my ideal client profile should be based on the problems that we solve and, but you know, give it the context around your company and then be like, I want you to give me the top three or four ICPs that you think we should be working with and give me the information based on these ideal clients.

Post a screenshot in there and see what it spits out. Now, of course, that's a rough draft. You go, uh, no, we actually want to work with people who make like 10 to 20 million, not 1 to 5. Um, uh, no, you know, actually, we don't, we don't serve people outside the United States. So I don't want to add in the UK or, or Zimbabwe or whatever, wherever you, it's a draft, but at least it's a fast draft to get the context of your brain working in a direction where you might have over complicated it.

So. Okay. Cool. Don't overcomplicate it and get AI to help you feed AI. Oh yeah. That's, that's what I'll say.

Chad Hohn: I think that goes into like, you know, often how we've discussed one of the things that is really helpful to do when talking to an AI assistant is like, what are other things I should consider about this? Right? That's such a great. I mean, as with the other, um, other persona and having a second smart question, as George would call it, uh, in the same way, having second smart questions when conversing with an assistant is super helpful.

Right. And so I think even if you know who you're talking to and what you're doing, like, just say, Hey, like, what are other things that, you know, might be good to target and see if any of that is helpful for your business, right? If it opens your eyes to things you never considered before,

George B. Thomas: Yeah. By the way, if you heard Chad say second smart questions and you're like, uh, what? Call me. You're doing it wrong. I'm just going to, I'm just going to throw that out there. Oh my God. You're like, you're doing HubSpot forms wrong. You're doing the persona property wrong. Like we can, we can get you to the next level.

Okay, but speaking

Liz Moorehead: When in doubt, audience, when in doubt, audience, just go to sidekickstrategies. com, okay? Like, put this man out of his misery. He is desperate to help.

George B. Thomas: All right. Here's here. Here's I love helping

Liz Moorehead: Yeah!

George B. Thomas: here so here's the thing Talk about taking the next level. By the way, I have a this is awesome, and I'm freaking upset all in one Okay, but I understand why But then that's a deeper problem. Let me explain In data sources, people are like, this dude is on drugs or something.

Nope. Nope. Just high on HubSpot. Just going to

Chad Hohn: it's just the energy, the energy.

George B. Thomas: here's the thing in your data sources, there's products and services. The context that this brings, there is a value proposition place that you can fill in. There is a what pain points does your company solve that you can fill in.

And then you can add a product name and description for all of your products and services, which we went in and we added each product name and product services. By the way, we used AI to look at the page to tell us can you give me a list of the titles and descriptions for each of these products to give us a rough draft to then copy and paste and tweak and put into HubSpot.

But now if you're, if you're social agent is doing a social media post on content creation and optimization. Which, by the way, we, we do that at Psychic Strategies. Or if your social agent is doing a social post on how to do HubSpot personas, right? Guess what? It has the product and the Now, couple things here.

Why can't it just work with our HubSpot products library? Dang on it! If I have my products and I have my folders and it's the way that it should be, why can't I just hook it up to that? Here's why. Because 98 percent of HubSpot users don't have their products set up right, don't have descriptions in them, don't use file folders.

So HubSpot, I get it. I get it. But golly, can we please train people to do the, do their products? Although also some of them, they might not even use products because they do it outside of HubSpot. But there should be a switch. Where it's like, DO YOU USE THE HUBSPOT PRODUCTS TOOL AND HAVE YOU SET IT UP RIGHT? and it looks at those

Chad Hohn: call George,

George B. Thomas: Well, no, don't call me on that one. Well, maybe, I don't know, I could probably still help you. But if you could flip a switch and then beep bop boop, it looks at the stuff that you already have, would be dope. Here, here's another piece. Even if I can't get that, can I get another line to the right of the description?

That allows me to put the URL of the product and service page into it So when my social media agent actually comes up with the social post, then it can put the link into the product for me. So my God, I want to talk about it. That means I want to send them there. Can somebody just add one more row for me?

Okay, I'm done.

Chad Hohn: I think it would be a column, but you know,

George B. Thomas: It's a column. It's a column. Don't give me another row. I got plenty of rows of products. I need a column.

Chad Hohn: right,

Liz Moorehead: George, George, no, I got to jump in here for a second, Chad, George, we've had this discussion a couple of times now, and I'm sorry to do this in front of our audience, but

George B. Thomas: Oh man,

Liz Moorehead: to work on your emoting skills, man. I don't know where you stand on

George B. Thomas: so boring.

Liz Moorehead: truly think or feel about anything.

I need, I need you to bring some of that inside passion out. I know

George B. Thomas: I'll work on

Liz Moorehead: I know you're

Chad Hohn: bottled up.

George B. Thomas: I'm trying, I'm trying, but I'm such an introvert and it sucks.

Liz Moorehead: It's so challenging. Chad, go ahead.

Chad Hohn: Okay. So one thing I noticed is you must add at least one product or service for the social media agent to work. So you have to have one if you want the social media agent to do anything for you. That's one thing. Now, I don't know if anybody knows this, but Public Service Announcement Public Service Announcement Associations are one of the Why can't we just associate this

George B. Thomas: Oh, yes.

Liz Moorehead: I,

Chad Hohn: to the products and services that we'd like to use That, I think, would be a real great way to go ahead and do that.

George B. Thomas: Oh,

Liz Moorehead: That was so cool.

George B. Thomas: I love

Liz Moorehead: say public service announcement one more time? I

George B. Thomas: Yeah.

Chad Hohn: Now it's time for GigaChad.

George B. Thomas: let's go! Giga Chad! I love it. We lost Liz on Giga

Chad Hohn: She literally rolled all the way across the entire room.

George B. Thomas: the room.

Chad Hohn: Blown away. Sorry, giga Chad is just too much . It's

George B. Thomas: you know, do you know to, to giga Chad?

Liz Moorehead: for giga Chad.

George B. Thomas: to yo to giga Chad. This is, I only have one thing to say. Wow. That's all I have to say. Wow. All right.

Liz Moorehead: get my own soundboard clearly. All right, George. So, so what's really fun about the conversation that we've had today is that it's only. The beginning, right? We are going to be. This is actually for our listeners at home. This is the beginning of a series because we're going to be going into each of these individual AI data sources one by one over the next several weeks to really help you capitalize on everything that we're talking about today.

But George. From today's conversation, what do you want our listeners at home to go home with today from this conversation? And what do you want them to be thinking about as we go forward?

George B. Thomas: God. Um, actually I have two things.

Chad Hohn: Always.

George B. Thomas: one to the, to the. To the those are the people that work at HubSpot. By the way, I'd love to open up my data sources and have some way to be able to actually associate any custom objects that I have, because that's going to be the most important contextualization to people wrapping HubSpot around their business is the custom objects that they have actually created and the data sources that are inside of there.

Now, with that said. What I wanna leave the just normal, amazing humans that you, HubSpot, go into data sources, go make sure that you've, because by the way we ran out of time, we didn't even talk about brand kits and the way that brand voice and tone has dramatically changed. That's gonna have to be a whole nother episode.

'cause

Chad Hohn: I mean, that's an episode on its own anyway, so

Liz Moorehead: You know I'm ready to talk about that. You know I'm ready to talk about that.

George B. Thomas: it, it is. But go, go act like you haven't used HubSpot before a day in your life. Go into data sources, go to user profile, go to company profile, go to ideal customer profile, go to marketing strategy, go to products and services, and just spend a little bit of time setting it up.

And if you haven't, Signed up for the social media agent beta or the customer success agent beta or the prospecting agent beta. And you feel like you can use those agents to augment the humans inside your organization. Notice, I did not say replace, but augment the humans in your organization. That is your directive for this week.

Those things, right there.

Liz Moorehead: Chad,

Chad Hohn: Do it.

Liz Moorehead: Chad want to share anything? What are Giga Chad's thoughts?

Chad Hohn: giga chad's thoughts. Just do it. Just use it. Build your ideal customer profile. Add your products and services

Liz Moorehead: That's it, man.

George B. Thomas: That's the

Liz Moorehead: That is such a banger. That

Chad Hohn: there. There's a, there's a slider on that. And one of the sliders is magnetism, that's the background music as the magnetism goes up, the background music gets more intense,

Liz Moorehead: can Giga Chad take us out today?

George B. Thomas: Yeah, take us out.

Liz Moorehead: Can't take us out, man.

Chad Hohn: Hub heroes. Thank you for joining. This has been an AI study and data sources.