CRMs like HubSpot help you organize all of your customer data in one place. Tools like Sales and Marketing Hubs allow teams to grow their business in one place. AI tools and models on the other hand, are aimed to process a huge amount of information for you and answer questions simply and accurately. Combing the two creates powerful leverage for teams that want to take advantage of their customer knowlege to move faster without having to add more work for their team or move their data around.
Automatic AI research
Since chatGPT has emerged, several companies have started to take advantage of AI research. It allows companies to learn more about their prospects, and spend more time with the right companies.
Sales reps use AI tools like chatGPT to research leads in advance of a meeting so they know everything that they need to.
The term AI GTM has gotten popular first with fast growing tech companies and now with the wider business world. What this really means is using the speed as which you can process and use information with AI to move faster in new ways to win business. What you do with your CRM should be at the heart of this, and its not as hard as you might think.
How can I take advantage
The teams that are benefiting the most from AI strategies right now on Sales and Marketing are working on one of these strategies:
- Use AI to find better customers
- Use AI to personalize outreach that sounds more genuine and relevant
- Use AI to understand where to spend time and resources
Every single company is different but almost everything going on can call into one of those buckets. The nice thing is that, with a few simple tools you can do all of this with your HubSpot with minimal cost and changes, and you won't have to learn anything new.
Option 1 - Use OpenAI or Anthropic, if you are technical, you can use AI APIs to create a research pipeline to look up and process data for new companies, forms, emails and more. The sky is the limit and for teams with extra engineering capacity, or who have the time, this might be an exciting way to see what is possible. The risks to keep in mind is the time in maintaining an in house solution and keeping up with changes to internal hubspot objects, integrations and the API models themselves.
Option 2 - HubSpot Breeze - for teams on the right plan, HubSpot has an off the shelf tool that provides high level AI research for sales teams. For enterprises with large instances these capabilities can be a relevant add on. The drawbacks are cost - where a single company can cost $1 to research making it 5-20x more expensive than alternatives. You also are not able to customize the research flows to fit your business specifically.
Option 3 - Our product, Promptloop AI, offers a one click AI enhancement for HubSpot accounts. We specialize in helping teams build out research pipelines that let you control as much or as little customization as you are looking for, pulling back dozens of datapoints per company automatically. Once its set up, all new records or changes kick off a research job for you in the background.
Where should we started
To get started you should focus on where you can get the most leverage. If you have a large number or records and new records in your CRM, adding AI is a no brainer for immediate uplift in your work.
Focsu on what parts of your sales and marketing process are the most time (reading and research) heavy, and spend time there.
If you want to learn more about how teams are setting up AI GTM and working with hubspot - we are happy to help and offer our PromptLoop Hubspot Integration as a one click add on with no cap on credits or resaerch. Learn more or book a demo here