Liz Moorehead
Somehow, it’s already time to start talking about #INBOUND25, and honestly, I’m still emotionally processing that it’s happening in San Francisco this year. But logistics aside, this week’s HubHeroes episode is all about getting excited, strategic, and maybe a little sentimental about what’s coming to San Francisco this September.
With the full agenda still evolving, George, Max, Chad, and I went around the horn to share the sessions and speakers we’re most excited about so far, and why these picks stood out.
🔎 Go Deeper: Wait, We've NEVER Done an Episode on HubSpot Landing Pages?
And true to form, this conversation went beyond “this talk sounds cool.” We covered everything from storytelling and AI to workflow design, content strategy, YouTube culture, and yes, where to get coffee near the Moscone Center (you’re welcome, fellow Dunkin’ addicts).
There’s something for everyone in this preview:
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George raved about Dharmesh Shah’s solo keynote on leadership in the age of AI,
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Max shouted out a patient experience meetup in healthcare (at Inbound??),
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Chad nerded out over a live “you vote, we build” workflow session,
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I got (unsurprisingly) fired up about content storytelling sessions that finally go deeper than “write blogs,”
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And we all collectively lost it over the fact that Sean Evans from Hot Ones is interviewing Brian Halligan.
If you’ve been wondering where to start with building your Inbound agenda (or you just want to know what’s actually worth your time) this is the perfect sneak peek.
What We Cover
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Dharmesh Shah’s Solo Keynote: George shares why this session on building and leading through change isn’t just a tradition—it’s a real-time read on where HubSpot’s head is at.
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Humanizing Healthcare with HubSpot: Max highlights a meetup led by Alli Clifford about improving the patient experience—proof of how far HubSpot has come and how it’s expanding into regulated industries.
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Live Workflow Deep Dive: You Vote, They Build: Chad breaks down why this interactive session format is genius—and what he’s hoping people ask the team to build live, from workflow logic to action-step design.
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HubSpot Hacks Gets Their Flowers: George gives a heartfelt shoutout to the team behind HubSpot Hacks for their long-running impact in the HubSpot education space—and why their recognition at Inbound is well-earned.
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The Science of Visibility & Storytelling: I spotlight a 90-minute workshop from Bryetta Calloway about using story to build trust in a landscape flooded with forgettable, AI-written content.
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AI as the New Electricity: George shares why he’s most excited about a session with Dario Amodei (CEO of Anthropic) and Yamini Rangan, and what it means to lead through the most disruptive transformation of our generation.
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Sean Evans Interviews Brian Halligan on Hot Ones: Yes, this is really happening. We talk about what this says about Inbound’s evolving format,and the growing influence of YouTube creators in business culture.
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Breeze AI Labs for Advanced Users: Chad picks a HubSpot Academy lab session on Breeze AI in workflows and shares what he’s hoping to learn about output structure, structured data, and real-world automation use cases.
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Storytelling Informed by Customer Insight: I round out the conversation with Morgan J. Ingram’s session on using data to inform narrative—a huge opportunity for content teams who want to create work that actually resonates.
And so much more ...
Episode Transcript
Liz Moorehead: And we are back.
Max Cohen: he, can, can we, can we get some help with some lack of sleep?
George B. Thomas: I mean, it
Chad Hohn: George, can you help us out with that? What do you got for us?
George B. Thomas: uh.
Max Cohen: George, could you talk us in the bed at night please?
George B. Thomas: mean, I guess I could tuck you in and tell you a bedtime story and give
Max Cohen: Can you tell me, but I'm sorry.
George B. Thomas: maybe. Maybe
Chad Hohn: think that would've done it.
George B. Thomas: Yeah. Once upon a time there was an orange sprocket. Okay. That's enough of that.
Chad Hohn: We should have, like the ABCs of HubSpot Children's Book
Liz Moorehead: Well
Chad Hohn: based marketing.
Liz Moorehead: guys. I understand that we're tired, confused. I don't know what's happening right now, but here's what's even more confusing. It feels like it was just yesterday that we did the inbound 24 recap episode, and we are now here doing our first preview show of Inbound 25.
Chad Hohn: Yeah,
Liz Moorehead: What is
Chad Hohn: time flies.
Max Cohen: Mm.
George B. Thomas: Yeah, it's, it's time. Time. This whole year. I mean, not to be that guy, but this whole year is like lickety
Chad Hohn: Yeah, it just went right into the fourth dimension, dude.
George B. Thomas: Yeah.
Max Cohen: Why? Why did that happen?
George B. Thomas: I dunno. I think it's AI's
Max Cohen: like was it Isn't AI's fault?
George B. Thomas: Maybe
Max Cohen: just all That's a lot of key. A lot. Yeah. The updates were kind of crazy this year. I.
George B. Thomas: Oh, they, they still are. Although today wasn't bad. We only had three today. Yeah, only three.
Liz Moorehead: Only three.
George B. Thomas: Well usually listen, listen, usually it's seven to nine. It's usually seven to nine updates per day if we average it out that we talk about on the customer platform podcast that we do daily.
Seven to nine.
Max Cohen: I gotta do the Monday morning briefing after this. How many do I have to fri?
George B. Thomas: Yeah,
Max Cohen: I don't even, I haven't even
Chad Hohn: like a week's worth.
George B. Thomas: yeah.
Max Cohen: in the
George B. Thomas: There's a real interesting one this morning, by the way, this is not why we're here, and I know Liz is gonna herd cats here in a minute, but there's a real interesting one where, um. Uh, well, nah, go, go listen to the customer platform show and then you'll find it out there. There you
Chad Hohn: Oh, what a tease.
George B. Thomas: I know, I know.
I've got, uh, 53 years of practice for that.
Liz Moorehead: we're gonna ease into the inbound previewing. Okay. Because as. As our longtime listeners may know, you know, we cover inbound quite a bit leading up to it. So I know a lot of us are trying to figure out inbound this year, especially since it's now on the West coast this year instead of the East coast, which is just still kind of emotionally jarring for me.
I still emotionally have tried to figure out my feelings around that, but today we're gonna do a little preview of what we know about what's happening. From a sessions and speakers perspective, a little teaser, a little ambo if you will, to get us all excited. But before we dig into that
Max Cohen: Ambo get, get cultured, George, an ambo.
Liz Moorehead: God, yeah, you gotta
George B. Thomas: hang on, let me, let me go grab my cane over here. Uh, on the left 'cause.
Chad Hohn: Oh man,
Max Cohen: should be next to your aifs.
Liz Moorehead: Oh my God.
Chad Hohn: Oh.
Liz Moorehead: Well, now that we've done that, and George's is clearly a Mo George, how are you feeling going into this inbound this year? What, what are your initial thoughts so far before we dig into this conversation?
George B. Thomas: Well as one, uh, to be always honest and transparent. I'm a little bit nervous, uh, with a dash of frustrated and a, uh, uh, maybe a sprinkle of anticipation and angst. So, uh,
Chad Hohn: It's like the whole gamut.
George B. Thomas: like, like listen, I'm excited because it's inbound. Don't get me wrong. I love inbound. Um, I'm frustrated because it's not gonna be the place that I love going for so many years.
But I'm anticipating loving where I'm gonna be. Um, but I'm also anxious because when I have stepped on stage for the last x, y, Z years, um, I've known the building, I've known the stages. I've known where to get my Dunkin Donuts coffee. I've known, like, I've just known. Um, Boston
Chad Hohn: don't know if you
George B. Thomas: a second.
Chad Hohn: over there.
George B. Thomas: Yeah, I, I, I, I don't know.
Uh, so Boston has become a, a second home, a home away from home, if you will. So I have, I have never, zero times in my life been to San Francisco, right? So there's just, there's a whole ball of wax. But again, uh, majorly excited. I'm also dropping like a very important framework that we've been working on and building for the last year, plus onto an audience.
Um, yeah, so I'm, all the things I think.
Max Cohen: Did I, did I manifest this into reality? Wasn't I complaining about it being in Boston every single year and then it happened?
George B. Thomas: Well, if, if I can blame you, I'll blame you. Yeah,
Chad Hohn: Yeah, I think we'll just go with that,
George B. Thomas: Yeah. We'll say it's Max's fault.
Max Cohen: Don't worry, there's Dunking Donuts out there. I'm currently finding the one closest to the Mosco
George B. Thomas: see, that's why we're friends. That's why we're friends.
Max Cohen: Exactly.
George B. Thomas: I mean that in other reasons, but the fact that you'll know where Dunking is when we get there is marvelous. By the way, this podcast is not sponsored by, but could be if they
Max Cohen: it does. It does run on. It does run on
George B. Thomas: Yeah, it does run on Dunking. It's just not sponsored by it.
Max Cohen: Yes.
Chad Hohn: That's
Liz Moorehead: feeling going into this?
Chad Hohn: Yeah, I mean, uh, you know, I've been to the Moscone Center before having, just like by nature, by extension. Um, with my wife being in the events industry, I've done a bunch of different things at the Moscone Center before, so. Over the years. So I definitely know the area. Um, and I think it's gonna be a, a good venue for, for what we're doing.
And I think, um, you know, they've seen some interesting new session types, which I think I'm gonna be interested to, you know, go check out and, uh, you know, talk about today when we get into it. Um, but yeah, I mean, I think there's like. No, uh, I, I, I, I usually try not to set expectations and hold things too tightly.
Um, 'cause I think I could be pleasantly surprised even though I did get used to Boston and really enjoyed the area. I mean, apparently though we're going to, possibly, or most likely going back to Boston like the next year. So
Max Cohen: confirmed.
Chad Hohn: yeah, it's
George B. Thomas: they said that I think,
Chad Hohn: right, that's what I thought. So, um. Anyway, it's just like a little, little one off, little, little trip to San Fran
George B. Thomas: yeah. Yeah. Which, which means that, I think now when I hear it that way, I. Okay, so my brain is literally transforming as we're on this podcast because first of all, Chad, you gave me a little less, uh, intrepidation. Is that the right word I'm looking for? Because you've been there and you're like, Hey, it's a good venue.
But also then I'm like, well, if this is like a one-off, maybe I need to find ways to just, to make the most of it. Like how can I actually go, maybe see some things that I need to see while I'm there and, and
Chad Hohn: Yeah, a hundred percent.
George B. Thomas: yeah.
Max Cohen: Uh, a little bit of an update on the Dunking Donuts. Situation, George.
Chad Hohn: yeah. Tell me, let's go.
Liz Moorehead: Oh boy.
Max Cohen: you know how like in, in Massachusetts, like we pretty much have dunkins at like every other corner, right? Yeah. Not so much the case in San Francisco.
George B. Thomas: oh man. Is it 17 miles away?
Max Cohen: uh, may as well be 17 miles away.
George B. Thomas: not walkable, in other words.
Max Cohen: No, not walkable. No. I mean marathon able, not walkable, um, is, yeah.
It's not like right outside the Moscow Center.
George B. Thomas: so you literally have to pay an Uber.
Max Cohen: it's in a place called San Bruno,
George B. Thomas: Oh,
Max Cohen: which feels different than San Francisco.
George B. Thomas: Okay.
Max Cohen: So yeah, that might not be an option, but, uh,
George B. Thomas: like a $50 Uber ride and a $2 coffee.
Chad Hohn: So some what you're saying is someone's gonna have to get the old, uh, you know, coffee square box and bring the box and they'll probably make a killing for all the east
Max Cohen: thing. There's, uh. Sex Tant, sex tant, sex tant coffee roasters right across the street. And, and it's a nice
Chad Hohn: a nautical navigation tool, George.
George B. Thomas: Oh, Sexton.
Max Cohen: sex tant.
George B. Thomas: Sexton.
Chad Hohn: Cool. It there brother. Brother.
Max Cohen: Um,
George B. Thomas: sure what Max was saying. I was like, what word are you
Max Cohen: what I was seeing either. Um, but you know what? It looks wonderful and it's right across the
George B. Thomas: Well, that's good as, as long as
Chad Hohn: We're on
Max Cohen: They draw the little leafs in your coffee. Yeah. You know what I mean?
Liz Moorehead: Everybody's totally on track. This is absolutely fine. Speaking
Max Cohen: not a dunks.
Liz Moorehead: All right guys. Wrangle it up. Here's what we're gonna be doing today. Each of us are going to be sharing the two speakers or sessions we are looking forward to most. Now, keeping in mind the agenda is still coming together.
There is still a ton to be announced, but I think we all agree, or at least I was pretty excited when I was initially looking at what speakers were announced and what,
George B. Thomas: Yeah.
Liz Moorehead: Too much yet, but. I got really excited. Um, spoiler alert. I think they finally heard my cries about content and content strategy this year.
So that makes me really, really just absolutely tickled. But George, why don't we start with yours.
George B. Thomas: Um, we're do, are we doing one at a time, like flip
Liz Moorehead: do you think?
George B. Thomas: Yeah. Let's flip
Max Cohen: do one at a time.
George B. Thomas: Yeah.
Liz Moorehead: do that.
George B. Thomas: So, um, by the way, I have three, but, okay. So did I say
Liz Moorehead: Of course you do
George B. Thomas: Um,
Liz Moorehead: One thing? Uh. Yeah.
George B. Thomas: like, okay. So the first one though, like, listen, for years and years and years, um, I absolutely loved watching Brian Halligan and Dharmesh, uh, on stage together.
And then I, I loved watching them do the, the handoff, the baton, like hit this section, that section. And, and I've really enjoyed. Just the way that Dharmesh has become the most amazing introverted, extrovert speaker and, and dad jokes and, you know, just amazing. So I'm really excited, um, for the session that is building what's next?
Um, and it's a special solo solo keynote, uh, with HubSpot co-founder and CTO Dharmesh Shaw. He's gonna explore how to build and lead in an era of unprecedented change. Now I love those two words, build and lead, and I can't wait to see what he has to say about leading in this. Like we, we, listen, we said it at the beginning of this, like where did the year go?
Like how much is changing? HubSpot updates ai. And so he, he's gonna talk from AI transformation to evolving customer expectations. Um, and it says he'll decode the patterns that define tomorrow successful companies. And as one who always likes to be on the cutting edge and as one who also nerds out on patterns that I see in like humans and organizations and, and all of those things like I just.
I just get excited. But here's, here's where it seals the deal. For me. It says that we as the attendees, by the way, this is open to all levels, by the way. Like if you're VIP or like whatever, whatever, rope, but we'll walk away with a clear vision of what's coming and the practical steps to position your position or position your business ahead of the curve. So that's the number one pick Dharmesh. Always a fan will be a fan. Can't wait to sit in there and just take a ton, ton of notes. And when I say ton of notes, I literally mean have my AI assistant transcribe what he's saying so I can turn it into a piece of content quite quickly after that session is over.
Liz Moorehead: Phenomenal,
Max Cohen: Um, I'd like to high highlight a meetup
George B. Thomas: Oh, oh,
Liz Moorehead: Ooh.
Max Cohen: and I think it's just, so, it's, it's Ally Clifford, uh, from HubSpot is hosting it. And shout out to Ally, I'm not just plugging this because me and Ally started as solutions engineers together. Uh, I'm highlighting this because it, it helps.
Sure. I'm highlighting this because I think it's interesting the type of meetup, uh, that we're seeing being held at inbound of all places, and it's called humanizing the healthcare. Patient
Chad Hohn: It is called what George. Can you help us
Max Cohen: Hu Oh wait, do I have one? Humanizing. Humanizing. I think I have. Is this my, oh, humanizing
George B. Thomas: There we
Chad Hohn: Yeah.
Liz Moorehead: I feel very uncomfortable.
Max Cohen: patient experience Now.
Me, I'm not, I'm not somebody who's like typically interested in healthcare myself.
George B. Thomas: Yeah,
Max Cohen: Or being healthy, trying to be healthy, trying to get control of my health. Sure. The healthcare industry less so interested in it. Right. The, the thing that really kind of struck me is, can you believe that we're in a world where an inbound, we're talking about patient experience in the healthcare industry and how far HubSpot has come along from being a little.
SEO tool
George B. Thomas: Because 'cause you
Max Cohen: all the way to having these conversations.
George B. Thomas: You know how many years we had to say as partners? Oh yeah. HubSpot's not HIPAA compliant. You don't want to do that.
Max Cohen: exactly.
George B. Thomas: now not only can you do that in HubSpot, but now there's meetups like you're talking about Max.
Max Cohen: Yeah. I think it's a very interesting, um, sign of the times, right. Of, of how people are thinking about using HubSpot and. How much it's evolved. So, uh, yeah, shout out. We're talking about healthcare patient experiences at, at Inbound now, which is just a wild concept. So excited for that.
Liz Moorehead: Phenomenal. Chad
Chad Hohn: Yeah. Um, all right, so there's the, um. Interactive workflow automation. You vote, we build live session. And
George B. Thomas: longer have
Chad Hohn: I just, yeah, I just, right. It's a simple Strat and I just think that, oh man. I mean, I would love to be like actually on the stage side of this one because like, I want to give him something just wild to build or whatever.
On the, uh, on the, on the, uh, during the, the, I think it's a deep dive right? Um, and I think that'd be so fun.
Max Cohen: Stairway to.
Chad Hohn: Yeah. Make it place stairway to heaven. Right, exactly. But let's see, there's the new like session types. Let's see. This one is, yeah, deep dive, but there's some of those new session types, so we'll maybe cover that on my next one 'cause one of them is one of those.
But I just think that that'll be so fun. 'cause like I love workflows, but I also love that like. It has ways to get around its own limitations, and I wonder how many people are gonna ask them to do things that just won't natively be possible in workflows. Um, but I'm also curious to see how much of a HubSpot centric HubSpot first, like how much effort do you try to go through to not have to use a custom coded action step to accomplish your goal within a workflow?
And I'm interested to see how that would go. 'cause sometimes. Just put a crush code in action in there, make it easier or whatever, like, depending on what it is. But it could theoretically be maintained by somebody else a little bit more easily if you didn't necessarily, you know, have to, uh, put the code in there.
Right. So, I, I think it'll be, I, I wanna see what people come up with. Maybe I'll have a couple things, uh, you know, that I wanna want to dump in there. And, and I think that'd be a real fun one.
George B. Thomas: Yeah, so, so I no longer have three, 'cause this was one of mine and I wanna, um, go less on the
Liz Moorehead: Thank you, Chad, for your service.
George B. Thomas: yes. You're awesome. Well, actually, I might be able to find another one in the next five minutes, so we'll see. Um, so, so I wanna go, I want to go less on the HubSpot and technical side and go more on the human side for a second.
Um, I just want to give a, a large, uh, round of applause
to Allie Tyler. Uh, and, and honestly, even let's just throw Will in there because all three of them have been there. We go, there we go, because all three of them have been putting in the work, um, creating YouTube videos. Right. And I'll never forget when I was creating YouTube videos, this was back, I think, at the sales line and, and the, the show HubSpot Hacks showed up on YouTube and I was like, finally, somebody else realizes that valuable.
Tutorials around HubSpot is a smart thing to actually create on the internet. And while I've gone from the Sales Lion to, uh, impulse Creative, to now Jorge doing them at Psychic Strategies, HubSpot Hacks has been, they're the og, I'll call them the OG of HubSpot tutorials. And so I've had the opportunity to sit and eat dinner with Allie and we've chatted.
I think she's awesome. I think the team's awesome. And I just like the fact that at an inbound event, you literally say, see a host of HubSpot Hacks YouTube channel with 26,000 subscribers. Um, I'm just, I'm so happy for the, the, the HubSpot Hacks YouTube channel and the, the team and Allie and just the ability to have, um, this purpose.
Of HubSpot tutorials, uh, be passionate enough to continue to do it over and over and over again, and, and the persistence to, to keep going and, and the love of the people that they're helping, the platform that they're teaching. And by the way, I just, I just gave them the four cornerstones of the Superhuman framework.
And as I'm, I'm, as I'm doing this podcast, I'm like, they should be an example in my talk, which I won't talk about right now. Inbound because they're a great example, this YouTube channel and what they're doing is a great example of the superhuman framework and, and, and human-centric marketing. Okay. I'm done.
I'm done.
Chad Hohn: thought you had one more.
George B. Thomas: No, no. Well, Liz, uh, is gonna go, I think, and then I'll go with my second one. Yeah.
Liz Moorehead: Fabulous. Yeah, I'm excited. So, as you guys know, I have loved that they do talk about content and content strategy to some degree every year. I've always felt there has been a shortfall or a deficit in sessions that really dig into, okay, now that you have your content strategy, right, now that you have the actual topics. What is it that you're going to say? What? How do you actually tell stories that help you show who you are, what you believe, get you in front of the right person at the right time, exactly when they need you most, and they see you. Because often when people create content, particularly if you're subscribing to things like they ask you answer, we can end up with a lot of blogs or videos that are literally just like Wikipedia articles.
No soul, no humanity, no resonance, nothing that makes someone lean in and and connect with you. And that may have been something that was fine years ago, but that's just not the reality we live in now, particularly with the rise of AI and how that is creating this uncanny valley effect where we're just, there's this waterfall of really bad mediocre content where everybody's just like, yeah, that's ai. Enter stage Left Retta Callaway, who is going to be doing an incredible 90 minute deep dive session. Called the science of Visibility storytelling that builds trust. And what really brought my, like caught my attention was the first line intercession description, which is your brand isn't just competing for attention, it's competing for belief. And so she's gonna be taking everybody through a 90 minute working session that talks through the actual science of storytelling that has. That kind of checks both by boxes, right? How do you engage in someone's logic side of their brain, but also the emotional side of their brain? Because as much as we would like to pretend that people make fact-based decisions only, that's simply not the case.
Like how many times have we been on the losing end of a deal? And we ask, why did we lose to a competitor? And it's something nebulous like a, oh, culture fit. Just like things that are not measured by KPIs or things you can find in a case study. And I think, you know, storytelling for people like me and you, George and others, have always been important.
We've. I think it is now becoming more urgent because of the rise of ai. But these are not new hacks. These are not new strategies. These are the principles that people who are great storytellers have always been trying to embrace. And so seeing that surfaced at inbound just makes me incredibly happy. So that's mine.
George, take us through your second through five speakers
George B. Thomas: No, no, no. It's just second, uh, she shots fired. Um. By the way, max, I need you to send me that sound effect for That's hot. I've had so many times that I've needed to use that. Yeah, I need to
Max Cohen: I've got a whole Will Smith button. W's in the shot. Oh, and it's also a Drake button at the same time. Fortnite. Yeah, that's a few. I'll send it to you. W's in the shot, Fortnite. Oh yeah. Congratulations. Oh my God. It'll get, it'll be cycled to, that's hot at some point.
George B. Thomas: okay. So, uh, you know, what I think is, uh, hot, what makes me happy, um, I do love me some ai and, and I, I also, uh, have, listen, I'll, I'll be completely honest. Like a, a lot of my AI journey has been chat, GPT, open ai. Um, but I also have been messing around with, uh, you know, anthropics, Claude. And, and I've also watched some videos, uh, where a a, a man named Dario has, uh, just dropped some sub super bombs.
And, and also I'm a big fan of Yamini, uh, of HubSpot as well. And so to have both of them, uh, be part of a session that how AI will transform businesses in the next 18 months, which by the way, um, 18 months in the world of AI is like, uh, 50 years. So.
Chad Hohn: doublings of performance.
George B. Thomas: I'm just, it's crazy, right? But, so in their, what what they're having is they're having a candid conversation.
Um, and again, this is two CEOs that I would say, uh, and, and the description says they're at the forefront of ai. Um, and they're gonna explore the questions every leader faces. How do you build AI systems that are safe? Um, steerable. Aligned with human values. Can, can I get an amen on the values? Um, what is scalable AI driven?
Now notice it's not AI powered. Am I winning The victory? Uh, AI driven growth actually look like? How do you lead through disruption when the rules are being rewritten in real time again? Can I get an amen to that? This isn't just another AI discussion, it's a practical conversation about navigating the most consequential transformation of your lifetime, which I do believe we are in.
Look, look, last night, yeah. Last night, um, Michael Stelsner social media examiner. He also has an AI podcast. The, the episode where I talked about my clone, uh, was literally released like I think last week. But he put a post out. What do you, what do you do or what do you say to somebody who is opposed to ai?
And I had the most simplest comment. Uh, I was like, um, if they're opposed to ai, it's like being opposed to fire. It's like being opposed to electricity. It's like being opposed to the internet. Like I try to help them ease into at least getting started this, this has been such a transformational and we're just at the beginning.
Period of what will be human civilization. And I'm not trying to be grandiose when I say that. Like, I know you'll look back at this and it'll be like, uh, the cotton gin, the, uh, you know, the car,
Chad Hohn: dude. It's like the wheel.
George B. Thomas: Yeah. And, and so like when this, when this, uh, description says, you know, practical conversation about navigate the most, uh, consequential transformation of our lifetime.
It's not blowing smoke up your butt. And so I'm, I'm really excited to see like yamini and, and, and Dario just like hash this out. Um, because as somebody who is trying to, again, keep my feet rooted deep in humanity and whoops. And what makes, what make like, yeah, I'll just keep that button on for the rest of the podcast.
Deeply rooted in my humanity and, um, not lose my brain over everything that is happening so fast in our culture, tech, everything else, like, I'm just super interested to sit down and listen to this conversation and hopefully be able to glean some insights to at least the next six months, 12 months, as, as this title says, 18 months of how we're gonna kind of navigate this, this.
Amazing craziness that we find ourself in.
Liz Moorehead: Maximus
Max Cohen: This one's gonna be quick. Sean Evans is doing a hot ones with Brian Halligan.
Liz Moorehead: what?
Max Cohen: gonna be, yeah,
Liz Moorehead: Shut
Max Cohen: thought he was gonna, I thought he was just gonna come do a talk about like building a YouTube channel or something. But no, it's a hot ones episode with Brian Halligan.
George B. Thomas: love
Liz Moorehead: I need Sean Evans to ask Brian Halligan while his face is full of hot wings. Why we can't do bulk tagging on blog posts in HubSpot. I say this,
George B. Thomas: shots fired.
Liz Moorehead: been a long weekend, guys. It's been a long weekend. That's all I have to say. It's all I have to
Max Cohen: Hagan's not gonna know the answer to that question.
George B. Thomas: He knows a guy or gal though, but you know.
Max Cohen: Yeah, yeah, yeah. Let's just say he's so far removed that he is doing Hot Ones episodes with Chris Evans. But, and they bad. Yeah. Uh, but that's sick. I mean, I, I like the whole, um, I feel like this is like the invasion of the YouTubers this year. Like we got Marquis Brownlee coming in to talk about, you know, it Yeah.
He's, he's coming in doing the whole like tech, like he's doing an actual talk rights talking about tech. I, I, I mean, I, I can't act like I am, I understand exactly what they're gonna talk about there, but he is doing some talk around tech.
Chad Hohn: about dope tech,
Max Cohen: Dope tech. Yeah. He is gonna come review an iPhone, whatever iPhone comes out right before, uh, just he's gonna, he's just gonna unbox it.
Yeah. The unboxed therapy guy's gonna come out. They're gonna open up an iPad or something, I don't know, and talk about ai, whatever. It's
Chad Hohn: open up a breeze. Breeze, copilot.
Max Cohen: They're gonna open up a pre pilot. Yeah. But yeah, it's gonna be sick.
George B. Thomas: but Max, I wanna rewind on something you said or kind of alluded to. It's like this year's kind of the attack of the YouTuber.
Max Cohen: Yeah.
George B. Thomas: you're a business owner or marketer, uh, you might wanna pay attention to that statement. Listen, I mentioned HubSpot Hacks and Ally in the team YouTube. Um, hot Ones YouTube, right?
Tech, uh, you know, the latest iPhone market. YouTube. Um, I'm surprised they don't have Jimmy Mr. Beast come. Maybe that's next year. YouTube. Like, if you're not actively trying to figure out how to leverage that channel in, in a human way for your organization, like, anyway, I'll, it's not my
Chad Hohn: Max has a Fantas fan, some fantastical thing in his brain right now.
Max Cohen: We locked 50 marketers in a room in,
George B. Thomas: That's it.
Chad Hohn: gonna say, I'm like, oh, they're gonna lock him in overnight and then they're not allowed to leave. And if they get caught by building security, they don't get $500,000. I,
George B. Thomas: And then, and, and if their CTA doesn't get clicked in the first 24 hours. Yeah.
Max Cohen: they win a million dollars. They
Chad Hohn: Uh, that'd be amazing. You know, what you do is you just like get the venue staff to like, put up a, a touch screen monitor somewhere, and then boom, you know, like everybody's gonna walk by and click on that sucker
George B. Thomas: Yeah, that would be funny.
Chad Hohn: anyway.
George B. Thomas: Who's next?
Liz Moorehead: Chadwick.
Chad Hohn: Yeah. Oh,
Max Cohen: shad.
Chad Hohn: All right. So like I'm actually pretty interested, like, you know how there's different session types, so they'd have like breakouts or whatever. They have deep dives and. A lot of people really love the deep dives and I mean, you know, um, all that sort of stuff. But I think there's like a couple of like different ones that are Academy Labs.
So they have to do with like the HubSpot Academy folks doing different things. And, um, you know, I, there's been so many additional breeze ai, like workflow actions and just different things like that. I think it'd be really interesting to see, uh, the lab or HubSpot Breeze AI for workflow automation and see, you know, maybe there's gonna be some additional workflow action endpoints that they're gonna add, um, for either enriching records or running different, you know, breeze actions or things like that.
And I'd be interested to see also how it compares to like the chat GPT integration. You know, 'cause I mean, there's so many things where. Breeze just knows your AI data sources, your ICP, your, you know, different kind of different, um, things about your business, which is so helpful. And, um, you know, I'm, I'm curious to see what they come up with.
And so it's tagged as like an advanced level class, uh, or like lab. Uh, but that would be, uh, I think that'd be pretty interesting to see. And it's got a couple of the HubSpot inbound professors. Um. But I think, if I'm not mistaken, Nicole, let's see, I'm gonna butcher this Raz or something. But anyway, I've seen her on the, the developer YouTube channel quite a few times.
Um, she's newer to the, their, uh, if I'm not mistaken, but I, I think that will be very interesting, you know, 'cause again, I think, um, workflows, yeah, their workflows are point and click, but they. Work best if you come at them from a, like a really analytical perspective for not having to constantly go in and hit the workflow errors, you know, tab and ignore things or whatever.
So I'm, I'm, I'm curious to see what, what kind of outputs that, you know, you, you can get if you can get more structured outputs in your, your breeze actions. 'cause that's one of the things that's hard with, um. You know, an AI output is getting it to output distinct properties and use those distinct properties or those distinct answers inside of a workflow effectively.
Um, you know, and different things like that. So I'm curious, you know, what kind of things they're gonna come up with or what kind of, uh, things they're gonna gonna tackle with that.
George B. Thomas: I think it's really important for a lot of folks to lean into what you just said, Chad, in those type of sessions, one, I'm already getting asked like, when should I use the GGPT connector? When should I use copilot? When should I use breeze workflows? Like I'm already getting those types of questions and, and what can I do with the GPT connector or the Claude like MCP connector?
Chad Hohn: Yeah. Oh, that thing's amazing by the way.
George B. Thomas: like, there has to be some like straight up dope education around those pieces. I mean, not to mention that copilot just got rebuilt from the ground up. It still might be in beta. I don't know if it's released yet, but like. Copilot is, is coming out brand new with a whole bunch of new stuff that you can do just in platform based on, uh, these things.
So like you, you do, you do have to kind of think about what is possible and where is it possible and almost think completely differently when you're trying to, uh, use AI either connected or internally or in workflow form, uh, with HubSpot. So anyway, I'll,
Chad Hohn: Yeah. It's a whole different ball game. I mean, I think they're gonna have to like make the workflow action. It's like to allow you to choose specific output properties like you do with a custom coded action. Like when you're building a custom coded action, you can say, I want to have these output properties.
This is gonna be like a string a number. This is gonna be a dropdown with specific options. This is gonna be a date. You know, things like that. Like you're gonna need to be able to choose those as action outputs. For your AI steps, and I don't know if they're there yet, but like, that's gonna be really necessary for getting ordered and structured and repeatably usable data from an AI source, you know, uh, things like that.
But anyway, yeah, it's, it's, and it's only getting better and it's, it's changing so fast. The answer that was the answer. I mean, six months ago is not the answer anymore. Right. And you know, you, you also know like so many people are just working off of one model. They just open chat GPT and they stay on 4.0 for their whole life until the default model changes.
Right. And then I, like, I introduced somebody this weekend to reasoning models and the, the, uh, the difference in the answer output blew their mind. They're like, I had no idea that like, there was different things for different reasons. So it's like, it's hard 'cause, you know, people just use products. And I think this, you know, hopefully this will help like maybe even level up my own, you know, knowledge and experience about how Breeze in workflows was designed.
And I'm interested to see all that
George B. Thomas: Love it. Liz, I think it's uh, you next. Right?
Liz Moorehead: It is me. My last one obviously also has to do with storytelling, but it's a different side of it. So Morgan j Ingram, who is the CEO and founder of Amp Social, is gonna be doing a great talk about how to use customer insights data to influence your storytelling, and I think this is going to be important session. Of the content writers or content creators out there who, let's admit it, sometimes you get a little too to.
And you view data and sales to be at odds with the brand storytelling that you're trying to do. But the reality is data, at least from my perspective, has always been my most powerful resources when it comes to understanding the human stories. I need to tell. We can get in our own heads as writers thinking, well, this is how a story should be told.
This is the stuff that we need to show up with. These are the arguments we need to be making. But in reality, our goal is to meet people where they are. We are not creating blog posts to hang up in a museum so someone can sit there and have. 15 different theories about why we wrote the thing that we did.
We're doing it to build a bridge between ourselves and the humans. We are built to serve with what we do ourselves. And so data is your number one resource. So I'm very excited for this session. Personally, I think it is a long overdue discussion that I don't nearly see enough of, uh, at Inbound, and I'm very excited to see it happen. That's my my takeaway. Shocker. The content nerd shows up with two content sessions. You're welcome.
Chad Hohn: Well, I mean, it's not like anything I said surprised anybody.
George B. Thomas: Yeah. That's what makes this show great though, is we all think, uh, in different ways and like different things, and so the audience will be able to pick and choose like, oh, I didn't think about that one, but let me add that to my repertoire. How, how do you like that word for
Liz Moorehead: I love it. George, very big question before we go into wrap up. Does your bouch feel amused?
George B. Thomas: Sure. I guess, I dunno.
Liz Moorehead: George, take us home today. It's not just the one thing that, uh, I'm gonna ask you for. You can actually give us multiple things if you'd like.
George B. Thomas: Oh
Liz Moorehead: We're only a couple of short months out from inbound. This snuck up on us. It's on a different coast. We still don't have the full agenda yet To our listeners at home, what would you be encouraging them to do right now to get ready?
What should be the thing that they are focusing on the most?
George B. Thomas: Yeah, I mean, let's be honest. Uh, yesterday I went out and bought new kicks. Um, so I got me some new comfortable shoes. Uh, a couple different pair. Um, so, you know, right now you should be thinking about what you wanna learn, though, not what you're gonna wear. I was kind of jesting, although I did really get some new shoes.
Um, you should be thinking
Max Cohen: I got some new Crocs. I'm right there with
George B. Thomas: there you go. There you go. Are they like the, um, like minion, crocs?
Max Cohen: No, just like standard white ones. I went with white this time. Yeah.
Chad Hohn: running those suckers in sport mode, brother.
Max Cohen: Mm-hmm. Four wheel drive baby.
George B. Thomas: Um, so you should be thinking about what you wanna learn. And I, I've probably said this historically for other inbound episodes, but listen, it's not like everything that you're already doing, but it's some things that you might not yet be doing. And so what do you wanna learn and how do you push yourself to the edge?
That's, that's what I think you should be doing now, thinking about how, how you're gonna put your agenda together. Um. When you do think about how you're gonna put your agenda together, also making sure you're leaving space for like, some downtime to decompress on all of the things that you're learning, and also have some space to have conversations with other humans, uh, in the, in the, uh, kind of walls of the Moscone.
Am I saying that
Chad Hohn: Mocon Moscone
Max Cohen: I just think it's like Mars Caponi.
George B. Thomas: Moscone
Liz Moorehead: Now I'm hungry.
George B. Thomas: that, that's what I think they should be thinking about, like. Go, go through the, uh, sessions, uh, go through the inbound website like a fine tooth comb. Or if you want to have to have some fun, you could go over to the clone helper.george b thomas.com.
Um, explain to the clone who you are, what you do, and ask it to give you some, uh, suggestions of maybe sessions that you should go to. 'cause it's fully trained up on the, uh, inbound agenda as it sits right now as well. So, yeah. But think about what your agenda should look like.
Liz Moorehead: Love it. Well, gentlemen, that's it. We've come to the end of our show.
George B. Thomas: yeah, well, kind of, kind of, we haven't done this for a while, we haven't done this for a while. Um, y'all have a bedtime story that you, you're like, could you read me a bedtime story? So, um, I think that
Liz Moorehead: We sound adorable. Thank you very much.
George B. Thomas: attempt at
Chad Hohn: Your best max.
George B. Thomas: Yeah. Can you tell me a bit down story? Uh, yeah. Yeah. Um. Yep. There you go. So, so under the glow of the Moscone Center lanterns, the Hub Heroes Crew, George Max, Chad, and Liz arrived at Inbound 2025 for three days of 200 plus sessions across dynamic stages, all designed to spark fresh ideas and growth. They wondered through immersive workshops where AI driven marketing tactics felt like bedtime spells and.
Swap stories about main stage keynotes that challenge their thinking about breakout sessions that unlocked real hands-on tactics. Just as the night wind whispered through the Moscone South Halls, they spotted a shy Sprite named Inia lost among the networking lounges. With general guidance, the host showed her how to conjure chatbots and answered every question, mapped customer journeys like treasure hunts, and turned insights into shining results.
As the final keynotes glow faded in boundy of dance beneath the HubSpot moon. Her toolkit brimming with confidence and the hub heroes smiled. Knowing tomorrow's sessions would help countless more dreams take flight. Sleep tight. And remember, with the right team and the right tools, every story can find a perfect ending.
