HubSpot INBOUND24: Your Practical, Tactical, Somewhat Unhinged Recap

Okay, team, let’s talk Inbound 2024. After hurricanes, power outages, and life generally doing its thing, we’re back—and even though I didn’t get to be there in person (thanks, real life), George, Max, and Chad gave me the full play-by-play so I could break it all down for you.

🚀 Learn More: Check Out Our 10-Week HubSpot Super Admin Training Program

Now, I know what you’re probably thinking: “Oh great, another Inbound recap. Let me guess—more product updates, AI buzzwords, and feature launches I’ve already heard a thousand times.” And honestly, same. I’ve read those too. But let me stop you right there. This recap? It’s different.

We’re not just rattling off the basic announcements—you can find that anywhere. We’re talking about what really went down, what actually matters, and where all those updates left us scratching our heads.

🚀 Check Out Our Full INBOUND24 Coverage:

• #INBOUND24: HubSpot's AI-Powered Product Updates (All the Details + Examples)
• #INBOUND24: 5 Ways to Create Human-Powered, AI-Assisted Content (+ Examples)
• #INBOUND24: INBOUND Late Show with George B. Thomas (Day 1)
• #INBOUND24: INBOUND Late Show with George B. Thomas (Day 2)
• #INBOUND24: AI in Marketing, Pilot or Copilot? (Debate Recap)
• #INBOUND24: George's Inbound AI Content Toolkit (+ Talk Recording)

And yes, George somehow spoke FIVE times (don’t worry, he’ll tell you all about it). But more than the stage time and cool tech reveals, we’re diving into the big, juicy questions that still need answers. So grab a coffee, settle in, and let’s get into the good stuff. Trust me, you’re going to want to stick around for this one.

Whether you’re a total pro like George or, let’s face it, barely holding it together like Max and me, we’re here to remind you that Inbound is all about the experience. Don’t sweat the small stuff—pack light, stay flexible, and who knows, maybe you’ll even catch us reenacting my grape-flushing childhood adventures on stage.

Keywords

Inbound, HubSpot, Customer Platform, Networking, Product Updates, AI, Marketing, CRM, Event Recap, Insights, Inbound 2024, YouTube Publishing, Quote Happily, Product Updates, San Francisco, HubSpot, Event Happily, Jorge's Experience, Marketing, Sales

What We Cover

• Behind the Scenes of George’s Inbound Experience: Ever wondered what it’s like to speak at Inbound not once, not twice, but five times? George shares his behind-the-scenes journey from the INBOUND late show to back-to-back sessions, and what it felt like to be on fire during that unforgettable Friday session. He also dives into the highs and lows, including dealing with technical glitches (because no Wi-Fi at a major conference is a nightmare, am I right?).

• Inbound Product Updates and What They Really Mean: Chad gives us a deep dive into the product announcements, cutting through the hype to explore what these updates actually mean for your CRM strategy. From AI-powered tools to HubSpot’s customer platform evolution, Chad brings his sharp eye for detail to help us understand the real value (and challenges) behind the new features.

• Love for HubSpot’s Product Team (and a Little Tough Love): One of the things we love most about HubSpot is their commitment to user feedback, but Chad didn’t hold back on giving them an earful about things that need improvement—especially when it comes to data sync and workflow customization. This part of the conversation is gold for anyone who’s ever thought, “Why doesn’t this feature work the way it should?”

• Max’s AI Debates and the Future of Content: Max weighs in on the AI debate and his thoughts on the future of content creation, sharing what it was like to debate the biggest trends alongside industry leaders. If you’ve been wondering how AI will reshape content marketing, this conversation is packed with insights.

• The Rise of HubSpot’s Customer Platform: We take a step back to talk about the big shift in messaging from CRM to customer platform. What does this mean for businesses, and why is it so important? We break down the implications and how this shift is going to impact how you use HubSpot in the coming years.

• #INBOUND24’s Funniest Moments: No episode would be complete without a few laughs. From George’s fan encounters to the running joke of Max’s “alpha” greetings, we share some of the funniest moments that made this year’s Inbound memorable. And yes, Max made a lot of new friends, even if one of them was surprised by a grizzly bear hug.

And so much more ... 

Episode Transcript

Max Cohen: know, it'd be really funny if just for April fools one day We just like changed the intro just like once where it was just like are you just a complete dumb ass and just And just throw that into like one of them. It'd be

Liz Moorehead: know how to spell HubSpot? And that's it.

George B. Thomas: Oh, wow. Then we've got a service for you.

Liz Moorehead: Goodbye.

Max Cohen: It's called spell check. All

Liz Moorehead: So, gentlemen, we're finally back. We had inbound, we had a hurricane, we had power outages, but gosh darn it, we're here. How's it feel, guys? How's it feel?

Max Cohen: We did it

Liz Moorehead: But we're not alone.

George B. Thomas: I'm finally not, um, tired anymore. Cause I was tired for like a week and a half

Liz Moorehead: Well then I'm not doing my job correctly. gotta get back on that train.

George B. Thomas: yeah.

Max Cohen: uh, I've been working out, I've been working out twice a week, uh, for an entire year since the last inbound. And so I was like, when I was there, um, I physically felt fine. I didn't really sleep that well. One of the days I'd like literally had an entire night where I like didn't fall asleep like once between Wednesday and Thursday.

George B. Thomas: morning. I

Max Cohen: Yeah, I

George B. Thomas: you okay? It was like, it was like fear of the walking dead. Max Cohen style. It's like, Oh God.

Max Cohen: Yeah, I was a husk. It was bad. But like I remember last year when it was just like I was getting through it and like my back was just destroyed by the end of the day and like I could barely like walk when I got up and everything. This year I like I, you know, I was running on adrenaline the entire time and like I was feeling great through the entire conference.

That weekend after though, when I came home, it all hit me at once. And I was just I couldn't even get out of bed. It was just the whole week caught up to you and it was just it was so terrible but great event though

George B. Thomas: better than me. You did better. I made it to the plane, bro. Did the plane and

Max Cohen: just done yeah,

George B. Thomas: out.

Max Cohen: it's brutal anyway

Liz Moorehead: But George and Max, we're not by ourselves today. We have a friend. Friend of the pod, Chad.

Max Cohen: Friend of the pod, lord of the chat is what I'll say. A lord of the chat. Lord of the chat. Chad, lord of the chat.

George B. Thomas: lord of the chat. That's, we should just call him that from

Liz Moorehead: Yeah, but he, he's not just that man. He's our HubSpot super admin, our technical wizard, our, I guess, what else? Lord of CRM customizations, Lord of integrations and solutions architecture. I don't know what happens, but like when we watch him, like just kill it in the chat during the live audience. Fun stuff.

I'm like, I understand 50 percent of what you're saying. You are so smart.

George B. Thomas: I'm sort of scared a little bit. Cause it's like, it's not a chat. It's like a Chad. Like

Max Cohen: a Chad. Yep, yep, yep. Giga Chad. Oh, Giga Chad. That should be your superhero is the Giga Chad.

George B. Thomas: Oh, well,

Liz Moorehead: Just a chin and a printer.

Max Cohen: this is Chad mewing up a storm. Yep. Yeah, there you go. He gets it. Yep. 100 percent

Liz Moorehead: That's what's up. That's what's up. So,

George B. Thomas: now nobody saw that though. That's the thing that people listen on the audio podcasts are like, eh, anyway,

Liz Moorehead: Chad, do you want to describe in excruciating detail what you just did so it's even funnier for the audience? Because I hear when you explain jokes. He's doing it again. 

So I've got to admit something for our listeners at home. I am equal parts happy And excited about this inbound recap also because it's because I'm sad because I didn't get to be there.

I had something unexpected come up at the last minute. So I am like the listeners today, having read a bunch of inbound recaps, having listened to a bunch of. Inbound 24 podcast episodes about, and they all sound the same, right? There are all the same product updates with the same background information, with the same stuff.

And so what I'm really excited about with today's conversation is, yeah, we're going to talk about some of the wacky hijinks we all got up to, or you all got up to while you were up there in the great bean town of the beyond, but we're also going to go a little bit deeper into some of the things that we heard.

During the product updates, what we're actually thinking, what questions did we get answered answers? Did we get that actually created more questions than answers? So we're gonna start actually with you George I want to start a bit of fun because my dude my guy My brother in Christ, you were on stage five times. You were on stage five times this year.

George B. Thomas: Yeah, 

Liz Moorehead: Take us behind the scenes of that. What did you love? What challenged you? What happened?

George B. Thomas: yeah, first of all, it wasn't by design. I just want, I'm not insane. I want everybody to know that.

Liz Moorehead: Well, those two things are not related. Two things can be true.

George B. Thomas: that's, this is true. So, so it all kind of just, it was like a snowball, right? It was like a snowball going on and so, for years, I've been doing the late night show, and it was this thing where we would be in, like, a pseudo broom closet, or, like, in the hallway, or we'd be out on the grass, the lawn. I didn't be like multiple people doing like a Twitter live one year and like a LinkedIn live the next and this year they actually put us like a news anchor desk and I

Liz Moorehead: so cool.

Max Cohen: It was sick.

George B. Thomas: It was sick. And we had like three guests and myself and we did it two nights and so each night for like 30 to 40 ish minutes. We were doing the late show. So that's two times. Then obviously I got a chance to speak. And so I did the like future of content, you know, harmonizing human and AI. Well, that was, that was awesome.

And during that whole process, they actually asked if I would do this AI debate. And I said, well, sure. Like, why not? Cause at this point I'm like, the late night show is cool. And I can lean on the guests to do the content. I'll just do my session on Thursday and I'll do an AI debate on Friday. And so.

Sweet. Oh, this is awesome. Well, then, then they open up, they own the debate was fun, by the way. Um, and so so then they open up for people to register for the session and Liz, uh, in like an hour and 48 minutes, my session was full. And so then they reached out and they're like,

Chad Hohn: It was full.

George B. Thomas: by the way, I'm not, I'm saying that humbly, because

Chad Hohn: It was humbly

Max Cohen: It's on the, it's on the hat. It's on the

George B. Thomas: no, I'm not just a guy, but I'm saying that humbly.

So, so then all of a

Max Cohen: are, you are a human though, right?

George B. Thomas: And I'm like, well, you don't tell inbound. No, like that's the cardinal rule. You don't tell inbound. No. And so I was like, uh, yes, I will. And so that led to Friday, which was the morning debate in the afternoon encore and then Ryan Reynolds and hence why I was snoring as soon as we hit the plane after a three hour delay.

But anyway, that's not why we're here. So five times. Um, it was exhilarating. I would absolutely do it again. And I learned out of it. A couple of things. One, I learned that you shouldn't judge yourself on how you feel your talk went. And I also learned that you have as much energy as you need until you don't need it anymore. Because I kept worrying about running out of steam along the way, but I was like, nope, feel good. And honestly, my Friday session, whoo wee, I was on fire. Like

Liz Moorehead: to wall bangers.

George B. Thomas: Oh

Chad Hohn: No, he was killing it. I was at that one.

George B. Thomas: Yeah, Friday was nuts. Like I had, I had like this, okay, you're about to run outta gas, so let's go. And Turbo Boost and like, was just cranking through the audience, like it was

Max Cohen: A little, a little puke and rally as we used to call it in college.

Liz Moorehead: Disco naps.

Max Cohen: Uh, uh, George, you, you, you also had a little bit of a technical, uh, mishap on your first one,

Liz Moorehead: What?

George B. Thomas: the Thursday the, the Thursday, um, yeah, thanks.

Liz Moorehead: Wow, Max, way to call a brother out like that.

Max Cohen: you still cr I want to know the story, dude. It's a fun story.

George B. Thomas: here's the thing. So, uh, the first session, I didn't have any wifi, which I needed wifi because I wanted to show actual like, you know, Google Docs and website pages. Helpful things to the humans who are trying to learn about this stuff.

Max Cohen: Yeah, things on the screen.

George B. Thomas: so then when I try to use my hotspot, okay, sweet, I got hotspot. It's working, but then all of a sudden I couldn't show my screen if I was showing PowerPoint and going back and forth and there was a technical issue. And I'm like, Oh my god, so I just rolled with it. I just did it and I but I felt bad about it I was like, I didn't like that at all I'll get back to that in a second.

Like I was beating myself up. I like told my wife like I just i'm so frustrated right now and Um, so then friday though. I had wi fi we figured out why and how we could go back and forth and so and and I was on fire and I was like And I got done and I looked at everybody I was like, that's what I wanted on thursday You Now, here's, here's the funny fricking crap about me beating myself up about this is guys, I got the information back from, from inbound.

And what's funny is my score, the audience, my score for Thursday. Let me pull this up. So I'm actually giving you the real stats was a 4. 67.

Max Cohen: Mmm. There you go.

George B. Thomas: one that I was pissed about the one that I'm like, oh, that sucked. Like, I know what it wanted it to be. encore

Max Cohen: 7.

George B. Thomas: four. No, dude, screw you.

Liz Moorehead: Two five.

Max Cohen: I just said, be funny.

George B. Thomas: my encore was 4. 73.

Max Cohen: There you

George B. Thomas: we're literally talking about like fractions of a percentage difference. And, and I was like, why was I judging myself? Like what? So, so that's why I say you, you shouldn't judge yourself in the moment on what you think you did or thought how you did and about the energy piece.

Liz Moorehead: Now the other thing too, I want to throw out to our listeners at home is that if you did not get to see Georgia session or you're like me and you didn't even make it to inbound at all. One of the things that you did that was really cool this year, Georgia, I remember seeing on LinkedIn that somebody who attended your session, shouted this out.

You

George B. Thomas: Kavane. Yeah.

Liz Moorehead: Yeah, you created like this crazy activation content, meaning like, I think we've seen a lot of people at inbound, like they're on stage. You're like, if you go to this link, you can get stuff. And it's usually like, here's

George B. Thomas: My slides.

Liz Moorehead: Would you like to book a demo? Here's like a really crappy one page Google doc checklist that is kind of whatever, but

George B. Thomas: Give me

Liz Moorehead: about it, but what's cool about it in, uh, folks at home, it's at sidekickstrategies.

com forward slash inbound 24 going through it, you have, you have like a video on the page, you give them two different massive checklists. So AI prompt checklist and an editing checklist and the presentation slides. And then you gave them a bunch of extra resources and then you also re recorded your session so they could just watch it.

George B. Thomas: Yeah.

Max Cohen: and then he dropped his only fans link it was crazy

Liz Moorehead: was wild.

Chad Hohn: only, only heroes

Liz Moorehead: Want to watch me implement HubSpot?

George B. Thomas: Um, so, so, so here's the deal. What I want everybody to realize is, yeah, I recorded the entire session. So you're, you're talking about an hour and 30 minutes of content AI, like. So if you couldn't make it like it's all there and, and Liz, the thing is the days of just giving your slide as a speaker are gone.

Like we are in a world if we're really focused on being human centric, if it's all about the humans, if it's really about value over virality, then you have to give them stuff that makes them be able to do, or at least start to do the thing that you want them to do. And if they get stuck, that's when they should be coming back to you.

That's when you can do the consulting. That's when you can make the money. And so it's like, I just, I, with help from you and the rest of the team, like, I wanted this to be two things, the dopest talk I ever gave at Inbound, and the, like, best resource and, like, automated email flow after the fact. And we hit it out the park on both of those.

Liz Moorehead: I love it. Chad, I have questions for you. I have questions

Chad Hohn: Now that I can talk again, I'm done mewing. And you know, I really, the reason I didn't respond is because usually when somebody says they want you to talk while you're mewing, you're supposed to like, Put your index finger this is the description I didn't give because I was busy, right? You put your index finger over your lips

Liz Moorehead: tell me

Chad Hohn: at your jaw so that they can see that you're mewing.

Liz Moorehead: yes, just like that, Max.

Chad Hohn: Yeah, and then it, you know, that's the

George B. Thomas: I feel, I feel ancient right now and totally not connected to this conversation.

Liz Moorehead: Just go sit out on the veranda with your Davenport, don't worry.

Chad Hohn: Yeah. I had no idea what it was till I heard that like kids in school would just not respond to their teachers and just like do that. Like, no, sorry. I'm busy mewing. I can't answer your question.

Liz Moorehead: That's so not Sigma, George. That's so Ohio.

Max Cohen: on that sigma grind set Oh,

George B. Thomas: you're talking about. I'm too busy focusing on the,

Chad Hohn: Yeah.

Liz Moorehead: Wow. Wow. So, Chad, now that George is done showing off. Super Ohio, like,

Max Cohen: Wouldn't it be funny if he just said I'm too busy throwing out my yacht for the Rizzler? That would have been even more amazing.

Liz Moorehead: Say goodbye to sizzle reels, say hello to rizzle reels, am I right guys? But Chad, so you are known around the Hub Heroes universe as someone who's never satisfied with surface level answers.

Chad Hohn: No,

Liz Moorehead: I had this image of you. During the product keynotes where they're talking about breeze AI and have you heard of AI and have you heard about AI and what it could do with everything.

Right. And I just had this image of you being like, aha, and then you immediately running off to find people to ask questions. More questions, but I would love for you to talk through your experience with those product announcements with our listeners Like what were the ones that captured you the most and what were the conversations that you had?

Afterward that you felt were the most valuable.

Chad Hohn: Well, if we go back to last year. And, uh, not, you know, this most recent year, but the year before 2023 inbound, um, and chat spot was announced, right? And then we tried chat spot and it was kind of like, you know, like it was a little helpful, but it was kind of like, you know, eh, so

Liz Moorehead: really

Chad Hohn: yeah, it was novelty. And the reason is because as, as they do at the sprocket, um, you know, they start with the small corner and dream as this big roadmap, but then iterate.

Based on user feedback. That's one of the things I love about the HubSpot product team is that the people in the trenches doing the thing care about. You and what you want to get done. I feel like anyway, in my interactions with HubSpot product team, they're really passionate about what they're building.

Um, and so as I'm watching the breeze stuff outside of the ones that are native built into HubSpot, I wasn't actually too worried about agent. ai just yet, because that's going to be a next year thing when it's really valuable next year. And they're going to like maybe rename it and bring it into HubSpot next year.

So the internal stuff. Like the clear bit acquisition and bringing in some of the enrichment stuff. You know, that's pretty cool, but I really wanted to know more about the actual inner workings of as like a solutions architect or somebody who builds integrations, talk to the product managers, like, Hey, this is a roadblock.

I run into like, I mean, one of the craziest things to me was the associations, you know, uh, throw out associate, right. Um, over there at happily, but the, the associations thing, yeah, shout out that they, they launched it, it doesn't let you use the most perfectly awesome ID. To create associations in HubSpot, the record ID, like, why would you not allow you to use record ID, you know, this, like these deep things.

So I get to go talk to these product managers, give them both an earful and some encouragement of tell them what I love, you know, and like, I mean, they're all working hard. They're all, they all have like, you know, I mean, sometimes we feel like we get roadmapitis where they're just like, you know, slapping the tape on the flex tape on the thing.

They saw the roadmap, you know, like. You get that a lot, right? But when

Max Cohen: guys love to do

Chad Hohn: oh yeah, they do. Yeah, for sure. But anyway, just getting in there and talking to the product managers. I mean, I can go in and say like, Hey, like these are the situations are run into in HubSpot data sync. You don't expose these filters or you've completely locked out filters with invoice sync and commerce hub.

Like, why would you do that? I know people were roasting themselves, but I can't even make it more restrictive if I had two QBO accounts connected or some of these really specific use cases that. A lot of businesses could run into not just us in the roofing industry, right? So anyway, I, I really enjoyed the product and it's my favorite part besides meeting the people, talking to the people and, um, you know, just other people out there in HubSpot land.

Liz Moorehead: That's

George B. Thomas: I love, I love so much of that. Like, like, because Chad, it's funny be one of the things that we get to do also outside of inbound is these project, um, folks will reach out and they'll want to do calls. And I love what you said in there at inbound or even on these calls of like, give them a earful, but also fill them with encouragement.

Max Cohen: Mm hmm.

George B. Thomas: that's important to like list out there because it's like. We love the tool. We love that they're working on the tool and we want them to love that. We love them working on the tool so that the things get added that we need. I also love the level of granularity into which you went about like filters, hidden this, that do scat. Hmm.

Chad Hohn: I mean I run into the roadblocks all the time of oh man I have this kind of workflow where I can't use an event based trigger because reasons and I like I'm you know, you look at like the the audit log and like All of my time is in the workflows or is in like property creation or schema manipulation.

So you're adding properties or whatever you're doing. Like my user is not creating records unless they say like test beans or something like that, you know, like that's all I do. And then I build the things and then teach people how to use the things, you know, um, and then make sure that the user interface is able to allow them to do the things easily, right?

That's been my number one goal, making HubSpot just really a delight to use because I don't want to go down the team blue rabbit hole of, you know, don't say these things right, you know, but like a lot of, I think, end users who were on Salesforce kind of hate it. Because maybe it's not configured well for their job role.

And like, Oh, it's like, I hate you as a Salesforce. Cause it never gives me the data I need. And I don't want HubSpot to go down that road either with any HubSpot that we build. I want the end users to say. This is easy to understand. I have the data I need, you know, to get through some of the nuances about like, Oh, well, you're looking at this, you know, index page.

So it'll only show you deal properties. Right. But, um, they're working on things like that. I've heard that they're like trying to bring cross object filtering to index pages, all sorts of really awesome things. Like so many good things. They really do listen to your feedback. As much as it feels like it's ancient slowness, you know, sometimes, but they're very mobile for the size of organization they are.

Max Cohen: yeah, and I kind of like how they do baby steps for a lot of that stuff, right? Like, so, for example, uh, index pages just got the ability to do, uh, filtering objects that are associated to another specific object. Right, but that's the baby step in the direction of like what you just said with the cross object stuff, right?

You know, we see like another um, you know another interesting one that they just did which i'm so stoked about which like I For me this would have been like a keynote presentation uh update is is and it's like super nuanced, but the um, Uh, you know, you have the data tables and workflows, right where?

They now let you do. Um You Uh, associated objects, but you can filter by most recently associated, right? Because they're kind of exposing that. Yeah, they're like exposing whatever that junction object is that like, you know, has the label and everything, but also like that junction object has a create

Chad Hohn: Mm hmm. Or an associate date.

Max Cohen: Yeah, yeah. And what's cool about that is that's a stepping stone to be able to say trigger a workflow when an association occurs, right? And like, so it's, it's, it's really interesting to kind of see how they, yeah, how they test the water. Oh, is it interesting?

Chad Hohn: is created,

Liz Moorehead: Yes, George.

Chad Hohn: Nerds. Oh, oh, oh.

Max Cohen: George,

George B. Thomas: back to talking about inbound?

Max Cohen: George, George, the solution engineers and architects are talking. Okay. Chill, chill, chill the out.

Liz Moorehead: George, I was about to wrangle these cats and kittens. So why don't you hold on for a second?

George B. Thomas: here's the thing. I, I love that though. See, now you got to wrangle me, but I love that. Cause I was watching Max and Chad's face. And I don't think I've seen two humans light up more because I was like, man, these, these guys are like, I don't want to stop them, but I, but I, I want to stop them.

Max Cohen: how me and this is how me and chat make love. You know what I mean? We just talk

Liz Moorehead: where I want to

Max Cohen: product updates, baby.

Liz Moorehead: Okay. All right,

Max Cohen: Yeah. Oh, yeah. Sorry. Good.

Liz Moorehead: going down this technical rabbit hole, though, I want to take a step back out here for a moment because We started touching on something Chad when you were talking about the shifts in the oh my god I'm so uncomfortable right now. Do you know what I really love about this episode in particular? We're really playing to the audience at home. Like this is definitely like the episode This is the episode for radio. So I have a I have a quick question for all of you. Okay,

Chad Hohn: yeah. Sorry.

Liz Moorehead: how do we feel? How do we feel about what HubSpot is saying about who they are right now and where they want to go?

Max Cohen: Hmm.

Liz Moorehead: It's a very serious question.

Max Cohen: are we called right now? Hmm. Are we at, are we at where, so we've reached customer platform arc.

George B. Thomas: Yeah. So we're at customer platform and I have to be honest with you. I love this idea of customer platform because it is less of a hop, uh, skipping a jump to customer experience. Um, and, and just the idea of it's, it's, it's getting us closer to eradicating the fact that we've hubbed ourself to death.

There's like, this hub, that hub, hub. Like, no, it's a, it's a customer platform that we can create dope customer experiences. So I love that we're here and I also love where it positioned us to go in the future.

Max Cohen: Yeah, customer platform. I'm, I like it. Like, I feel like we've kind of always been that for a while. You know, I feel like as soon as the service hub got here, we've been that. Right

Chad Hohn: wanted to be.

Max Cohen: You're at least wanted to be or at least you could build that maybe right you could argue When maybe some of the more nuanced advanced stuff around CMS Came out, right? But I think it's you know, it is It is interesting, the term customer platform, I think it's what I'm really kind of like thinking about is like, all right, how long is this what it's going to be called? Because I remember we were customer data platform for a bit, or like, see, we were we were getting into CDP territory.

And like, now we've kind of, you know,

George B. Thomas: COS.

Max Cohen: dropped the Oh yeah. COS That was funny. Um, , you know, it's kind, kind of a funny side story here is like the, the COSI remember having to explain it to people, uh, and they're like, well, what is a COS versus a COS? And I'm like, oh, is the content optimization system?

And it was basically just like, it's like, yeah, it's got SEO tools built right into it so you can optimize it. And like that was like the, it's like cool. A lot of CMS platforms have SEO stuff in it. Um, you know, but it was really funny. is we were, we were, we were called implementation specialists, right?

ISs for like a really long time. And then as soon as the, uh, the, the COS switched to the CMS, the implementation specialists, right around that same time, got their job role changed to customer onboarding specialists. And so as soon as we finally ditched COS from our cat, from our vocabulary, uh, it literally became the name of the role, which I thought was ironic and hysterical.

But, um,

George B. Thomas: it ironic?

Max Cohen: Don't you think it's like right now? Um, so yeah, I'm just I'm curious like how long this name is going to stick Right and like what's the next sort of thing? we're going to kind of define ourselves as it's exciting to think about but it's also just I still call it a CRM because like even if I think like what's a what's a customer platform Well, it is still technically a place where you manage your customer relationships

George B. Thomas: Well, but here's the thing. Like it. And if you look at the, if you look at the graphic that they have around this, like it, a smart, smart, by the way, smart CRM. Is part of the customer platform without a doubt.

Max Cohen: Yeah

George B. Thomas: a, it's a core element or piece and it you're right. It's all the tools in one, but how, how insanely crazy is it to be like, I don't want to list out all the tools.

I just want to be like, yeah, my customer platform is HubSpot. Well, what does it allow you to do? Well, it allows me to like do anything I want for my customers because I'm focused on my customer. Right. Um, I'm not focused on the C. Of the R of the M I'm just focused on the customer. I think it helps us simplify things

Max Cohen: I thought you were gonna say you were focused on the p and I was gonna giggle anyway

Liz Moorehead: we're not giggling about that right

Max Cohen: Go ahead. Go

Liz Moorehead: will say too, though, is that part of me from a messaging perspective really likes customer platform because it feels like the least buzzword thing we could possibly say it is a platform and it is for your customers and it is simple.

And the reason I prefer that over CRM is that whether we'd like it or not, from a connotation perspective, CRM is sales.

Chad Hohn: hmm.

Liz Moorehead: We can talk about the fact that, we can talk about it from an underpinnings perspective, a tactical, literal, on a technicality, everything is a CRM within the customer platform, but if we're talking about how this gets messaged to the public, and how we talk about it with the public, a CRM, people are going to be like, oh, that's sales, that's not me. I upset Max so much he walked out. Bye.

Chad Hohn: I think one of the things

Max Cohen: I'll be right back. Keep going

Liz Moorehead: Max, my next question is for you. This episode, gentlemen, what have you done?

Max Cohen: Shit, I didn't know i'm here

Chad Hohn: You forgot your beeper.

Max Cohen: What's up, Liz?

George B. Thomas: it's a little delayed. 

Liz Moorehead: We're doing great

Chad Hohn: I think the best part is that he took his mic off of his stand and he's holding it. Like,

Max Cohen: It's InSolidarity with

Chad Hohn: it's amazing.

Liz Moorehead: Hey, cheers, buddy.

Max Cohen: Alright. What's up?

Liz Moorehead: Yeah, that's it. Nope. So Max, I have another question for you. Um,

Max Cohen: Yeah.

Liz Moorehead: is not in any way to attack you,

Max Cohen: Oh.

Liz Moorehead: but, um,

Max Cohen: You're about to attack me.

Liz Moorehead: did you make any

George B. Thomas: love questions that start like the thing that I'm not trying to do is the thing that I'm about to do anyway.

Liz Moorehead: You don't have any of those from me, George,

Chad Hohn: And never.

Liz Moorehead: Never. So, Max, hi. This is an empowering, uplifting question. Did you make any new friends this year as the Chief Evangelist of Happily at Inbound, and did you say their names correctly?

Max Cohen: Oh, you mean Tony? Tony didn't come back this year and I wonder why.

Chad Hohn: wonder why.

George B. Thomas: knew this is where she was going, brother. I knew this is where she was going.

Max Cohen: We did not have a Tony this year, brother. Uh, I made a lot, I feel like I made a lot of new friends. I was literally at the booth from eight in the morning till six o'clock at night, having the same conversation over and over, over, and over, over, over, over, over, over, and over again, and it It was Delightful.

It brought me life. It was fantastic. Uh, also I just spent a ton of time with Chad, which was sick. And then Chad and Trent over at RBP, I feel like Trent was showing up everywhere. It was insane. It was awesome. I got to see you guys a whole bunch. And then like, right when I was about to leave, I was in the bathroom at the Omni, Trent walks out of one of the stalls.

I'm like, you're F ing everywhere Trent. I loved Trent. He was awesome. Uh, shout out. Yo, shout out Trent Probably one of my favorite friends. I made it inbound. Um Yeah,

Chad Hohn: his name is

Max Cohen: man if it wasn't Trent I

Liz Moorehead: He's gonna go

Max Cohen: Um

Liz Moorehead: yeah, he's gonna be on Reddit. So this, this popsicle guy.

Max Cohen: Yeah

Chad Hohn: Big Patella.

Max Cohen: guy. yeah a lot of new friends, which is really cool And it's just like, you know, it's so great to see everybody in real life. Uh got to meet Justin For the first time, uh, over an image in a box. That was super cool to sit down with you guys. You know, me and Kyle obviously hang out every, every week.

So I've seen Kyle, he's old news. Um, wait, Chad, was that the first time we got to hang out

Chad Hohn: In person. Yeah. I mean, I think my favorite

Max Cohen: We didn't see each other last

Chad Hohn: nah, I don't think so. I met, I mean, I saw Jonathan from your team last year, but I didn't ever see you and the, uh, I think my favorite part about meeting Max in person and, you know, we'll have to do this is like, he's kind of does one of these, like, you know, he's just really large, like in charge, right.

Of the car. And he just like, you know, starts eating, like gets in your face and then you back up and he just keeps getting your, and then you back up. And then like, I told

Liz Moorehead: exert dominance in your greetings,

Max Cohen: Yeah, yeah, yeah,

Chad Hohn: very intentional. Yeah.

Max Cohen: of alpha the conversation without being an alpha because i'm not toxic

George B. Thomas: like the, I'm going to break your hand when I shake your hand, church guy that you meet every now

Max Cohen: yeah, it's one of those like I just I I I you know Only see you from afar and I need to be as close to you as humanly possible to know that you're real And uh, yeah, no, I get right up in there. I'm i'm accessible yet

Liz Moorehead: Chad's essence.

Max Cohen: Oh, I became very one with his essence. Yeah, you could say my vibe merged with his essence.

It was insane

Chad Hohn: with the meetings product manager that I brought over also, he became more, I brought over Melissa and then Trent placed his bag on the ground and intentionally did not move. Just cuz I told him about this ahead of time and he was like just gonna test it and then Trent's sitting here like this way and then Max's and Melissa are like moving around the corner like walking away and Trent eventually

Max Cohen: around the

Chad Hohn: Rotates his bag so he could still be a part of this conversation

Liz Moorehead: guys, I think we did it. We did it. We, um, we achieved my goal of having an inbound recap episode. Like nobody else on this planet has. George, how do you feel over there? Nobody.

George B. Thomas: ever have this conversation.

Max Cohen: Hold

Liz Moorehead: I put in the outline. What

Max Cohen: on, I have to give an apology to Austin. To Austin from, um, uh, Geomapper. No, no, not this, well, I'll have to apologize to San Francisco next year. We're gonna go nuts. Um,

George B. Thomas: I can't wait.

Chad Hohn: like send a pre apology letter. Just mail it in.

Max Cohen: yeah, you think san francisco's bad now? I mean you got there yet. Um No, but I uh, I saw austin birch from geomapper, uh and org chart hub, you know, dan and austin I don't know if you guys they you know, they make pre legendary apps.

I basically assaulted him at the bar at the omni when I saw him and I I Wasn't expecting it because I didn't see Dan I didn't know Foster was there and I saw us and I was like, oh my god And I ran up to him and gave him like a giant hug and he's like Totally like just wasn't expecting a big giant grizzly bear to run up to him and just like get all up in his aura And I did and it was great and I don't apologize but the same India or at the same time Sorry, Austin.

That was a lot You didn't deserve that

George B. Thomas: he can listen to this

Max Cohen: you didn't deserve that but I enjoyed it fully

Liz Moorehead: you ever been as proud of an episode as you are right now? Or is this where you suddenly put a. Like an invite on our calendar for Monday. Like, Hey guys, just a quick, just a quick chat.

George B. Thomas: So,

Max Cohen: about that

George B. Thomas: so let's talk. No, no. Like here, here's the thing. Like, A master at content realizes that they just let the content become what it's supposed to be. And so I'm very comfortable with the conversations we're having because somebody is either already tuned out or they're here laughing their butt off.

And so this episode is for you laughing your butt off guy or gal. This episode's for you,

Chad Hohn: you

Max Cohen: Yeah, I

Liz Moorehead: All right,

Max Cohen: chad tried to talk about some cool product stuff earlier, but we got the little

Liz Moorehead: And then inbound dad said, no, I'm sorry.

Max Cohen: Yeah, we went down the crazy train a little bit you asked for it

George B. Thomas: the fact that nobody's talking about that Housebot launched YouTube publishing support at inbound,

Chad Hohn: Mm hmm.

Max Cohen: Is it still enterprise

Chad Hohn: is. Yep. It's enterprise

George B. Thomas: Yeah, but, but, but

Chad Hohn: but they can do

George B. Thomas: I'm with you on that, but I'm with you on that. But at least, at least it's there. Cause I always thought it should be there. So that's anyway.

Max Cohen: Yeah, it should be there but

Liz Moorehead: people can any, most people can't play with it.

Max Cohen: the thing is is like youtube channel is one of the best ways to grow your business when you're first starting not when You're an enterprise company. Like it just doesn't make sense that it's stuck in enterprise. That's crazy to me

George B. Thomas: hopefully they'll switch it,

Max Cohen: Bring it down

George B. Thomas: there to be able to switch it.

Max Cohen: There is a lot of things that I, you know, that to me are justified to be an enterprise, like, especially if it has something to do with scaling something up, right?

Like, you know, you see a lot of the, yeah, like, exactly. But like, YouTube analytics sitting in enterprise makes no sense at all. I'm sorry. I, yeah, it's so

George B. Thomas: publishing and analytics will come down.

Chad Hohn: Well, you know what they brought down to pro, which I'm so stoked on is, uh, ops hub pro data sets that are custom. Bro. That's a 2, 800 feature that got dropped down to 800 bucks.

Max Cohen: yes, yep, and they added in the enterprise they added a bunch of different connectors instead of just

Chad Hohn: Exactly. So you have AWS and

Max Cohen: other shit.

Chad Hohn: uh, Google big look or looker or

Max Cohen: big

Liz Moorehead: nerds. They're

George B. Thomas: Uh, there they go again.

Liz Moorehead: so happy. Uh,

George B. Thomas: proud.

Chad Hohn: Like data sets. Mm

George B. Thomas: Yeah.

Liz Moorehead: one word review of inbound this year.

George B. Thomas: Oh one word. Oh my

Liz Moorehead: tell me why, but you got to tell me what the word is first. Max and Chad, you chuckle heads. You're up next.

Max Cohen: you can't say humans that's the one rule

George B. Thomas: Humans would be like an easy go-to,

Max Cohen: i'm trying to bleep out humans

George B. Thomas: for inbound 2024.

Liz Moorehead: Gosh. I hope so.

George B. Thomas: The word that pops to my brain is exhilarating. because I've seen things that I've never seen before. was able to do things that I haven't done before. and there was just this, like, I'll call it this level of freedom that I have never had mentally, uh, at inbound either. Like, I just, I just feel like if anybody was with me, hung around with me, saw me, they were getting a different version of, like, George, a new version of George.

like, listen, I I've got, had a chance to sit and watch a couple of times. Now, the interview that I did with Max at the happily booth around event happily. And I'm like, that guy right there,

Max Cohen: We ate

George B. Thomas: that guy right there. Like, so it was just exhilarating.

Max Cohen: you know what I can can I piggyback on that question? Uh, George, how was Jorge's first inbound?

George B. Thomas: Oh guys.

Liz Moorehead: writing about

Max Cohen: give you a score? Did he give you a score?

George B. Thomas: there's going to be an article, but I'm going to sum it up in, in this way. When inbound was over, which by the way, my dude got a chance to get a picture with Brian Halligan. dude got it. Yeah. My dude got a chance to get a picture with Marcus Sheridan. And one of the first things he wanted to do is like, dude, I got to get a picture with George B.

Thomas. And I'm like, bro, that, what are you talking about? But okay, we can do a selfie. So, um, he sent these photos to his dad and his dad literally was like. Like just beside himself that his son was standing with these humans, but we got to the end of inbound and I said, uh, Jorge, now that you've been at inbound, like, what's your next big dream?

And he said to me, guys, he said, Oh no, George, I don't think you understand because I've been to inbound. I believe I can dream, dude, my wife and I, we looked at each other. We tried not to cry in our food. Like I was like, Oh, this

Liz Moorehead: And then he probably said something like, sure, sure. No problem. Absolutely.

Chad Hohn: Yeah. Oh yeah. I

George B. Thomas: Yep. Yep. No problem. Yeah, exactly. I love, I

Liz Moorehead: that needs to be in a shirt.

George B. Thomas: he's yeah. Yeah. Yeah. No problem.

Liz Moorehead: Now, Max, you have to follow that, by the way.

Max Cohen: what was the question?

One

George B. Thomas: inbound in one word, brother

Liz Moorehead: Yep. Brother.

Max Cohen: Yeah, it's, that's me. Brother. Um, validating. I'll say why. So. We launched quote happily right before inbound, right? And, um, you know, this is something that we, uh, been building for a while.

And a lot of it was really based on, uh, I hear that Mike bouncing around, Liz, so loud. Um, we built a quote happily really based on feedback that we mostly got from HubSpot sales reps, right? Um, and the questions we were constantly asking those guys, um, is like, Hey, What we want to build this quoting products.

Like what is, what is losing you deals to other CRMs when it comes to the CPQ stuff? Right. And it was mostly price books, price books, price books. Um, but it was also just like, you know, quoting Scott in the wild West. Like you can do whatever you want. Like you can't lock it down. You can't stop people from making dumb decisions and all that kind of stuff and approvals.

Right. And so we kept hearing that over and over and over and over again. So we're like, cool, let's build it. And so we built it and we, we, we, we, we shop it around and we told partners about it and like all this stuff, but then to like bring it to inbound and hearing other people that aren't just HubSpot.

Hub spotters, right? Be like, oh yeah, that is what we need. We were like Good like like good. It's good to hear other people going. Oh, yes. That is a big need, right? So that felt really good The other side of the validating piece is like I fought really hard With event happily to like get the whole trade show lead capture stuff going, right?

And you know because originally that's not what it was built for it was more built for like you're hosting an event you're doing this you know, and I mean, I probably had a hundred Conversations around event happily and every single person was like, yeah, we go to a lot of trade shows. Yeah, it sucks Oh my god, where was this the past 60 shows we went to all that kind of stuff and I was just like Yes, I knew there was a reason I was super super freaking annoying about this You know what?

I mean? So it's just like it's great especially when you're an app partner just like get your stuff in front of like hub spot users that like No hub spot have these problems and they see what you built and they go Damn, that's awesome Like it's it's one thing to like know the problem and build to be like, yeah, we solved it But then to have other people just be like, whoa, I see it and I get it now and like yes That's genuinely helpful for like a situation.

We're in it feels really good to kind of get that real world Uh, confirmation that we didn't spend a bunch of time going in the wrong direction. You know what I mean? Um, so that was awesome.

George B. Thomas: Well, imagine a world by the way, because as you're talking, I'm like, I can't wait to hear this story when this happens. Imagine a world where somebody has to buy HubSpot. Because they want to use Event Happily.

Max Cohen: Yeah. It's happened. It's happening. Right? And like, that's, that's a cool, that's a cool feeling.

Chad Hohn: Yeah. So for me, I think the word would be product just because I'm all about how the product works and the updates to the product and they dropped some just awesome fire updates. Yeah. Like. Enhanced webhook support for pretty much every object type in both private and public apps. Amazing. Meetings, there's a super private beta.

I think it's probably coming out soon that you can like have custom properties on meetings, super sick, right? Because you can like I IDs to meetings and HubSpot and link systems together more appropriately, like a real traditional database, uh, they did, you know, app cards, uh, being able to create custom like UI extension style app cards for public apps.

So you can put things in the middle column. Like happily is going to leverage the crap out of that. Like, um, you know,

Max Cohen: It's gonna be our whole personality soon.

Chad Hohn: And like, I mean, other things too, like just in general product improvements that have really just made a material difference on being able to get stuff done in a non hacky way. Like one of the things that is the most frustrating to me ever is to build.

Something for a customer or like in a HubSpot and then to have to maintain it. Like meaning maintain the branching and the workflow. Cause it couldn't be built in a dynamic way. Like the referral type stuff that I've worked on in the past. Like it's amazing being able to just say, here's your process.

Here's a new URL. Now you have some referral stuff, right? Like I, man, like even just going back to like your event, happily stuff being validating max. Like I had a dude who wanted me to fill out a form on site because, you know, to just circle back with me. And I'm like, okay, sure. He's like, Hey, can you put my name after your name?

In the first name because we're putting it in some other property and the guy doing our CRM told me that that was gross and like, so now I'm putting, you know, and I got an email back from them that said, hi, Chad, John, you know, thanks for whatever. Like, and this is legit.

Liz Moorehead: customer experience.

George B. Thomas: the big one. It's the big one. I'm having a heart attack

Chad Hohn: Dude, I did! I, like, went back to that

Liz Moorehead: bet he thinks buying email lists is fine too,

Chad Hohn: Yeah, he probably does.

Max Cohen: this week, the whole, all the emails of likes, you know, we saw you came by the booth.

Chad Hohn: was gonna bring that up.

Max Cohen: my booth. I didn't leave it.

Chad Hohn: How many emails did y'all get that are just like, Oh, just, y'know, wanted to touch base again. And like, Yeah.

George B. Thomas: went to one booth. It was the Happily booth. I haven't gotten an email from them. That's why I love them.

Max Cohen: Mm hmm. Yeah, we're kind with your data,

Liz Moorehead: Yeah, but that's because Max shows up in the middle of the night, taps on the window and goes, hi. I'm about to become one with your essence, so like, but in a non toxic alpha way.

Max Cohen: Yeah, it's very non toxic.

Liz Moorehead: right, I have one other question. George, I want to start with you. San Francisco, how do we feel about it?

George B. Thomas: Excitedly nervous. Let me explain, and then I'll let you guys roll with the rest of this fun stuff. for the last 12 years I've gone to Boston, landed in Boston, and know where I'm gonna go in Boston. Where I'm gonna stay, where the event is, uh, the energy I have to have. Like, there's just a lot of knowns. And next year it's all unknowns and that excites me because I like new adventures, but it freaks me out a little bit because I, I

Liz Moorehead: they even dunk bro?

George B. Thomas: I like to be, I, I, I like to be, I like to be in my element a little bit and, and for 12 years you get in your element. Anyway, that's, that's my thoughts.

Max Cohen: just want to say, did we not just have episodes of where I said I am ready for Inbound to be somewhere else and I'm finally getting my wish? Yeah. Not sure if San Francisco was at the top of my list because now I have to lose a bunch of weight this year to Fit into a plane seat, but at least I have a little bit of motivation now We lost George.

Oh my goodness

Liz Moorehead: He's, he's got, he's a very important individual, very important meeting.

Max Cohen: God he's got a lot of important meetings. I'm I'm

Beyond excited to be somewhere else besides the BCEC. Here's what I'm not so thrilled about. Uh, the day I've got to fly out there is the first day of school, which is inconvenient as f k, but we're going to make it happen. It's going to be okay. We got a year to plan for it. Um, but not only is, uh, Are my kids going to school two separate schools at that?

My wife is an eighth grade english teacher and it's the first day of school for her too. So, um

Chad Hohn: do it.

Max Cohen: Feeling it, you know what I mean? Um, but we'll plan ahead but that's the one thing that made me kind of bummed about it But I I am just stoked to get out of the bcc even if it's just for one year, you know Um and get it

Liz Moorehead: Our beloved

Max Cohen: been saying this forever

Chad Hohn: Hmm.

Max Cohen: Yeah, let's get a san francisco fishbowl, that's what I want

Liz Moorehead: Chad.

Chad Hohn: I think, you know, I only have had three inbounds and one, I was temp staff going back to like my wife working and actually like helping run the event planning. Um, not with like working for HubSpot, but she's one of the contractors they hire. I was one of the staff one year. So, I mean, three years isn't enough for me to be sick of it yet.

Max Cohen: my god, I love that so much. You have no

Liz Moorehead: My feelings about it is this, uh, and I was talking to Chad about this earlier. I'm excited. But I also finally, for the first time, get to see where I was born because I'm technically a native Californian.

Max Cohen: California.

Liz Moorehead: California, go down

Max Cohen: Yeah. Yeah. I just gotta hit the T O four and just like smack up to the three.

Liz Moorehead: Oh, hold

Max Cohen: it. My dad's

Liz Moorehead: Washingtonians, I'm the only one born in

Max Cohen: from

Chad Hohn: I'm from Washington State, and that's what we called ourselves.

Liz Moorehead: I mean, it's Washington state, Washington, D. C. It's, it's, it's not the same thing, but it's the same term yeah, and so people from there, like, you're not from D. C. Unless you're actually born there, even though I grew up there, we moved back. I don't remember California. We were back before I would think it was 1 years old and. They are very particular. So, um, I'm excited. I haven't been out to the West Coast, I think, since, since I was born. So, yeah, I'm sure a lot has changed in 41 years. It'll be super fun.

Max Cohen: I've only ever been out there for paintball and that was never just like, Oh, you get to go out and like see stuff. It was all, it was like basically working and I never got to actually experience California. So I just say I've never really been, cause I haven't been, been, you know what I mean? So

Liz Moorehead: You haven't been

Max Cohen: I'm stoked.

I haven't been inside of California.

Chad Hohn: Oh man,

Liz Moorehead: Noah, leave that

Max Cohen: out too. Jesus

Chad Hohn: me of the first time I met Max in person.

Max Cohen: Oh my god

Liz Moorehead: Totally alpha, totally non toxic. It was super fine and not at all violating.

Max Cohen: No, no it was but it wasn't

Chad Hohn: Max, you gotta give it one of these.

Max Cohen: Yeah, i'm gonna give you a little kiss on that forehead anyway, go ahead and listen How you doing

Chad Hohn: Well,

Liz Moorehead: Like I said, I had a goal of having an inbound recap episode like no other.

Chad Hohn: You're welcome.

Max Cohen: Yeah, we're

Liz Moorehead: it. We thought last year's was unhinged. I put somewhat unhinged in the title and I feel like Chad saw that and went, no,

Chad Hohn: Nah.

Max Cohen: Yeah, off the rails. We're going off the rails today.

Liz Moorehead: But Chad, since our inbound dad has left us for greener pastures, I would actually love for you to tell our listeners what you think they should be taking away as the big headline of Inbound 24.

What are the things you want them walking away from this episode?

Chad Hohn: N Yeah. Um, I mean, I think this kind of takes me back to where we were talking about the customer platform or like their positioning and messaging of themselves of HubSpot, right? So getting in all seriousness, back to it. Um, I really do. Now things are more possible than they ever have been before, and they will only continue to get more possible.

I mean, just the simple act of, like, they're trying to unravel the webs of, like, not a real object. Like, you know, quotes are not a real object, and, you know, activities are, like, all one object with subtypes, and it's weird. Like, They're moving away from that in both their database architecture, as well as the user interface, like.

I mean, they're, you know, they have a lot of things in mind to make what was once impossible, completely possible to truly make this like as configurable of a customer platform as you want. And if I'm putting my long term vision brain on, the reason that they would be doing that is so that like, if you're a solution partner, you could theoretically.

Like take something on top of HubSpot and put it in a HubSpot that you sell to somebody, much like we try to do with RBP, but actually have like the ability to release versions and updates to your product on HubSpot. So to be able to actually like build an industry specific tool as a HubSpot expert and sell that industry, Specific tool, right?

Um, I that's where I think that they want to go with the customer platform and the headline is it's now more possible than it ever has been before. And it's only getting more possible.

Max Cohen: Yeah. I mean, well, I mean, Yamini even kind of pointed it to it on partner day when she was like laying out those three horizons of where we're at right now for the app marketplace. And now last one that she kind of glazed over just ever so slightly was like, Oh yeah, products built on HubSpot. And it's like, this is what I've wanted.

It's happening. Right.

Chad Hohn: could install something and it puts a layer on top of HubSpot and if you have support for it, great, but I mean, they, they even may want to do things like give solutions, partners, you Insights into the people that they're building stuff for. So like, are they using it?

So like for customer health score, right? I mean, like that kind of stuff would be amazing to have as a, like, are my people who I sold my thing to logging in, are they getting the metrics? I want them to like number of signed deals or whatever kind of metrics that tell me if they're using the thing I built them or not, right.

All that and rolling up to my HubSpot portal, right. As a, as a partner. Yeah.

Max Cohen: Yeah.

Chad Hohn: tons

Max Cohen: What's uh, yeah, the thing that's like really kind of blew my mind is You know, I look at so the the the thing is not it's like I think about like a year ago when I was And maybe a little bit more than a year ago when I was still a solutions engineer, right? and um You know, there was, there was certain things that just like, you know, really, uh, killed the deal.

Right. And I'd get the question, like, tell us about the AI that you have. Right. And it was always just like, no, it was like a couple little things scattered throughout, like the tool. Yeah. It's not really like one thing now you can say it's called breeze and it's everywhere and it does a ton. Right. Like, you know, we need, we need people would come up and say like, oh, um, Uh, can we, can we store like HIPAA compliant data in there?

And I was always like, bail, bail out. Nope. Not even worth talking. Not anywhere.

Liz Moorehead: Go away, hospitals.

Max Cohen: can, now you can, now you can write, um, like, like, and then you start to think about all this new UI extension stuff, right? And you ask yourself, you could build it. You, you could build an, an EHR on a HubSpot if you wanted to today.

Chad Hohn: you could.

Max Cohen: Right. Um, electronic health record system for anyone as no, no, exactly. But like you could, what's stopping you, right? Like the, like you could build anything you could hold what, what the last piece of the puzzle was like the ultra sensitive, the highly sensitive data, right past the HIPAA compliance. So you, you put social security numbers in HubSpot, you can put financial information in HubSpot now, right?

Like what, what can you not do with it? And then. People don't, I don't think people like fully grasp this yet. App objects and UI extensions for, for app partners, like being able to build whatever they want into the interface, being able to build whatever they want into the data structure and

Chad Hohn: In any tier.

Max Cohen: keep that accessible to anyone in any tier and not be locked into a small TAM of enterprise customers.

Right. That little thing that only the app partners were listening to that overnight completely changes things for HubSpot because in a world where it's like, Oh man, like brand new net feet and that new features, we're kind of like just hoping and praying that the product team is going to put out. Third party app developers are quite literally going to be able to build in their own net new features into this thing using UI extensions Truly not not like oh you stuff some data in a contact property and like oh this one's a drop down like it's not like that It's like you you're gonna build full brand new sets of functionality into HubSpot and be able to do whatever they want with the UI on those records and everything and like that, that's gonna be crazy.

What's really gonna be, I think, you know, so I, I, uh, I said this thing at the, the late night with George and friends, like whatever, where I was just like, man, I don't even know, like, I can't, like, usually, like, uh, inbound to inbound, I can kind of be like, uh, okay, so I think they'll probably do this next year, given what they did this year.

I'm still kind of in this phase where I'm just like, I honestly have no idea now, like after what we saw and like the rate at which like AI, you know, gets better and where breezes out as a product and all the new stuff they have, like, just imagine that in a year, what it's going to be doing, right? I can't even think about it, right?

Um, what's going to be, but I've been trying to think, I'm like, okay, UI extensions are here. App objects are going to be a thing. What's the next thing? What's the next thing for app partners? And I was kind of just like, I mean, it feels like it's the, it's the edge. It feels like we kind of have everything we got, but then I was like, wait a minute. The next sort of horizon for the app, but yeah, true. But also doing stuff outside, doing stuff outside of records, right? You know what I mean? So like, where else can we inject functionality is into certain marketing tools? Is it this, is it that, that's going to be really interesting to see how they approach that stuff, but sorry, Liz, we don't know how to end the recording.

So I'm blabbering on.

Liz Moorehead: Max,

Chad Hohn: us to stay above 55.

Liz Moorehead: Max, is that your one thing you want people to remember from Inbound 24?

Max Cohen: It's the one thing I remember from Inbound24, so.

Liz Moorehead: multi hyphenate run on sentence.

Max Cohen: Yes, yes. I, uh, yeah, I was,

Chad Hohn: that was, uh,

Max Cohen: the kids say I was, I was, I was cooking is what that is. I was cooking. So

Liz Moorehead: No

Max Cohen: what? No, let me cook.

Liz Moorehead: And with that, we out. Okay, cool. I don't know. I don't know how to end this. We're done.