Do you live in a world filled with corporate data? Are you plagued by siloed departments? Are your lackluster growth strategies demolishing your chances for success? Are you held captive by the evil menace Lord Lack? Lack of time, lack of strategy, and lack of the most important and powerful tool in your superhero tool belt, knowledge.
Intro:Never fear, hub heroes. Get ready to don your cape and mask, move into action, and become the hub hero your organization needs. Tune in each week to join the league of extraordinary inbound heroes as we help you educate, empower, and execute. Hub heroes, it's time to unite and activate your powers.
George B. Thomas:Now do you notice anything different there? Did you notice that blue? Have an update. The fade out.
Liz Moorhead:Up to date.
George B. Thomas:Oh. I swear. I swear. Fade out
Chad Hohn:in forever.
George B. Thomas:No. No. No. So I I I actually took some time, and I updated the fact of, like, Devin and HubSpot and Max and, like, I all of the and I was like, you know what? We're just gonna give it a little and, like,
George B. Thomas:a fade
George B. Thomas:out. And so that's that's the new intro. Is that not That's beautiful. That's that's hot.
Liz Moorhead:The only thing missing is that you need some sort of disclaimer. Like, if 90% of what Liz says, we're sorry.
George B. Thomas:Oh. Just preemptively, we're sorry. Yeah. Just we apologize. It is.
George B. Thomas:Yeah. We apologize in advance.
Chad Hohn:Yes. It's a prepologization.
George B. Thomas:For all of the shenanigans that might happen.
Liz Moorhead:I know. But I you know what? Guys, it's only the three of us this week. Max, as we were talking about before we hopped on today, hope his his sick kiddos get better. But, guys, I have I have you two nerds in front of me right now.
George B. Thomas:Yes.
Liz Moorhead:And, George Yes. We gotta I I need to talk to you immediately and directly for a second as we dig into what we're talking about today, which is HubSpot AI data sources. We are going so nerdy
George B. Thomas:Yes.
Liz Moorhead:Today. Yes. So nerdy.
George B. Thomas:Yeah.
Liz Moorhead:And because we're talking about something today where, honestly, you brought this up last week as our topic. Right? Look at this. Look at this amazing thing, and I'm like, oh, goody. The settings section of HubSpot.
Liz Moorhead:Yeah. My favorite place
George B. Thomas:Yeah. My favorite is really, like, get excited. You don't get excited to be like, look at these new setting.
Liz Moorhead:Are you gonna show me more about how to add a user to HubSpot, George?
George B. Thomas:Yeah.
Liz Moorhead:Yay. I'm so excited. But I got to know
Chad Hohn:Settings are important. I love settings. Like, there's some really great settings in HubSpot, so don't be dissing my settings. Alright?
George B. Thomas:We we probably could have an entire episode on, like, HubSpot settings. You should pay attention to, but
Chad Hohn:God forbid, how do we change your life?
Liz Moorhead:We are doing an episode today. This is
Chad Hohn:AI settings. This is different than the non the boring the regular settings. Okay?
Liz Moorhead:Alright. Now so here, George. I gotta know, brother. Why are you so hyped to get nerdy about this today? Because the way you are dancing right now, Chad and anybody who's watching in our live audience right now, you could see he's like, he's dancing.
Liz Moorhead:He's moving around. He's He
Chad Hohn:was, like, doing jumping jacks during the intro.
George B. Thomas:Yeah. Yeah.
Liz Moorhead:That was how he was during our team meeting where he's like, Liz, Liz, we're gonna talk about settings. Like, what
George B. Thomas:what are we doing? What are we doing?
Liz Moorhead:So, George, tell us.
George B. Thomas:Well well, listen. You know that for a long time, I have loved HubSpot, and HubSpot has done a lot of things right. And and then they rolled out, like, the content AI content builder, and I immediately was sad because I was like, oh, it's it's not quite there. And Mhmm. And I I wanted to be happy.
George B. Thomas:I wanted to leverage it. I wanted to lean all in, and I was like, ugh. But I but I can't. Like, I I gotta teach my clients and other people, like, this other way that I'm doing it because it's not quite there. Now so one, I'm happy because I can be like, oh, we're we're officially there, ladies and gentlemen.
George B. Thomas:Like, you should be paying attention to these things. Now Mhmm. The the other thing that is a layer on this is at inbound, I talked about humanizing AI. And one of the main things that I talked about that was important when it comes to AI in any type of, like, creation or agent or you and humanizing it is this really large word, context. Well, the the word isn't large.
George B. Thomas:The the word is actually small, but the concept and the idea of having science word. Yeah. Medium. Medium. Not small, not big medium.
George B. Thomas:But but the concept of having context to the things that you're doing are really important. Alright? So if we take those ideas of, like, alright, ladies and gentlemen, we're there. You should be paying attention to it. And context is everything when it comes to helping to humanize the AI, elements that you're doing.
George B. Thomas:Then the place that we all should be paying attention to if we are not yet and making sure that we've even updated some new things that are, like, new because of what we're about to talk about today. We journey into the world of, yes, AI settings, but more importantly, the data sources tab. Right? And and when when you hear things like user profile, you you might not get excited, but there are reasons to. When you hear words like marketing strategy inside of a settings tab, generally, with marketing strategy, you should just get excited.
George B. Thomas:And if you don't, shame on you. But you also might hear things like company profile and be like, okay. I don't even need to click into that. But guess what? You you probably should.
George B. Thomas:And so, Liz, it's because of the the specificity, the the microness of this, the context, the the what I would love to call the layers of context that will then be able to be injected, paid attention to as we move forward. HubSpot, I love you again. Aw.
Liz Moorhead:Chad
Chad Hohn:I love you again.
Liz Moorhead:How much press how much pressure do I need to put on you to to talk about why you're excited to nerd out today, or do you just need runway in space?
Chad Hohn:Oh, I mean, you know, I don't think I need a whole lot of pressure to talk about HubSpot. That's pretty easy for me. Yeah. I mean, like, these the the AI settings, I was just poking around in there. I think, like, the the hardest thing about, like, Breeze, HubSpot AI traditionally so far up until it's really graduated to this point was, like, HubSpot portal contextualization.
Chad Hohn:Right? Understanding the nonstandard portions of your HubSpot portal. Right? And I think that's where it's been difficult. And now that it's starting to tie into other areas of HubSpot, like user properties and user personalization and understanding who the humans are that are working with things, understanding the thing you're trying to accomplish and your mission and goal and what you serve and whatever these other things are.
Chad Hohn:Absolutely wonderful. So, I mean, I'll let George run, you know, and I'll chime in, you know, on things and ask even probably some additional questions, actually.
Liz Moorhead:I love it. Alright. So let's start digging into what we're talking about. So we're talking about the AI data sources, which includes brand kits, your company profile, your ideal customer profile, your marketing strategy, your products and services, your user pro it's a lot. George, can you just break it down?
Liz Moorhead:Let's simplify the complex here. What the heck are HubSpot AI data sources? Where are they? What collective purpose do they serve? What are we doing here?
George B. Thomas:Yeah. Yeah. So first of all, you've gotta go to again, maybe one of the sexiest places in the HubSpot portal, the settings area. Settings. You go you go to settings.
George B. Thomas:Let's go. And and on the left hand side, you're gonna scroll down to AI, and you're gonna see there's an AI access tab when you first get there. This is where you can actually flip the switch on to the things that you want to, like, do pertaining. And there's a couple links to, like, learn more stuff and dig in, which you should, like, learn more about.
Chad Hohn:They manage the data. Yes. Yes. Really, the settings, all it is right now is just like it's on
George B. Thomas:or it's off. That's all
Chad Hohn:we get.
George B. Thomas:Yes. But you should definitely dig into the, like, knowledge article links that are there because understanding how and why of the data is is an important fundamental piece. But then there's this tab that's called data sources. And so so that's the where. You also asked me, like, a second part, I think, which is, like, why they're important.
George B. Thomas:Was that the second part of it?
Liz Moorhead:What is their collective purpose? So I just Oh, yeah. Yeah. Yeah. Think about yeah.
Liz Moorhead:Because here's what I want. Here's some context
George B. Thomas:Yeah.
Liz Moorhead:For my question. Yeah. I think we can look at all these disparate things, you know, ICPs, company profiles, brand kits, market but what do they all collectively do together?
George B. Thomas:Yeah. Yeah. And and I love that question because there's a knowledge article, which we need to make sure we put in the show notes, Liz. The knowledge article is literally again, it sounds so sexy. Manager AI settings.
George B. Thomas:But about middle way down, there's a thing, and you can do, like, a control f in your browser. It says manage your AI data sources. And the answer to your question is actually in the middle of a knowledge article buried, which again is why we're having this conversation because it says, to ensure that the content generated pay attention to that because content is generated in multiple different areas moving forward in HubSpot. Right? Like, immediately, when you think of content generated, you're like, oh, blog articles.
George B. Thomas:Oh, maybe landing pages. Oh, maybe. Like, yes. But I also want you to think about things like, oh, I don't know, the prospecting agent who does, like, templates and, you know, snippets and the social media agent that, I don't know, does things like social media posts. Like, there's a whole lot of places where content generation can now live inside of your HubSpot customer portal.
George B. Thomas:Okay? And so to make sure that content generated aligns with your company, you can configure your AI data sources. The a AI data sources will be used when generating content with agents such as, and then it has social agent listed there right now, but there you know, there's the content agent, the prospecting agent in beta that's coming.
Chad Hohn:There's the customer agent too for, like, your social or for your, support. Right? Because, like, support bot needs to be aware of who you are, who you serve, and what you do so that it can more successfully answer inquiries.
George B. Thomas:Yeah. So if we, like, take what HubSpot's saying and we take what we're talking about today, literally, if you think about inbound humanizing your content, right, human powered AI assisted, these data sources are giving the most important context to the places where content will be created and be able to be humanized. And so if you wanna get more of a 90% rough draft instead of a 30% rough draft where you're getting ticked off at HubSpot because they don't know anything about but you haven't gone into your data sources and actually helped HubSpot help you. It's like Jerry Maguire. HubSpot's sitting there going, help me.
George B. Thomas:Help you. Help me. Help you. All you gotta do is go to the data sources.
Liz Moorhead:So you've been experimenting already with these tools, though. What have you discovered so far? You've been you've been a little I'm gonna be perfectly clear. You haven't just been experiencing you've been a little mad scientist just in your little laboratory cooking up stuff back there. What have you found?
George B. Thomas:Yeah. So I don't know if I wanna start from the top or the bottom and work my way up or work my way down because, again, I wanna talk about these data sources. I I think what what I'm gonna do is I'm gonna start from the bottom list and work my way up. K? Because user profile, again, doesn't sound sexy.
George B. Thomas:But but what I realized when I went in there is that I clicked in there and it I had my name in there. But there was this place called job title, and I hadn't filled it out. And I was like, why is that important? Well, let's see. If I'm creating, generating content as the user, there's some context of me being the owner or the context of me being a HubSpot helper that you can start to think of the connective tissue or the lines that could be drawn on, well, oh, this might be a thought leader in this thing versus just like a general human being called George.
George B. Thomas:So, again, adding job title. Now here's the thing. I believe over time, HubSpot will start adding more things Mhmm. To a user profile settings and data sources so you can get very contextual to the this is Liz generating this content. This is Chad generating this content.
George B. Thomas:Mhmm. Well, you know what's funny is Chad always makes these changes, so let's make sure we write it more in this way. Or Liz always adds these things. So as Liz generates let's make sure Liz
Liz Moorhead:I am a thing adder.
George B. Thomas:Get get these right? So, like, just going in and doing, like, name and then adding job title if you haven't done that. And, again, go through data sources to click into this thing to kinda see that. I like it. One of
Chad Hohn:the things I'd love to see there would be, like, job description. Right? That's like one of the next evolutions is like, what do you do? Put the outline of your role so it has a little bit more context. Because Exactly right.
Chad Hohn:Like especially in a sales role, if it's going to generate an email, you want it to understand your goal as a sales rep. Right. And the other thing that I'd love to see there is like the custom user properties, like some level of the ability to fill out custom user properties. But this is an amazing step in the right direction. You can see the connective tissue, like you were saying, of exactly how they're putting the framework together, and they're just gonna build on top of it.
Chad Hohn:Again, this as much as as often as we say this, it's it's so true. This is the worst it's ever gonna be. Right?
George B. Thomas:Yeah. So let's even take this a step further, Chad, because I love where your brain's going. Imagine I go into user profile and there's, like, areas of interest or there's areas of expertise, Or there's even a place where I can put dumb stuff of, like, Star Wars lover, Fast and Furious guy,
Chad Hohn:like, all these that. Yeah.
George B. Thomas:Because now what can it do? Well, it can use it to profile that's generating the content and be like, oh, this dude likes cigars. Let's go ahead and throw a couple cigar jokes in there or like that. Whatever. Right?
George B. Thomas:So, like, again, because this comes down to how can HubSpot, the company that is focused so much on, inbound and being human, doing marketing sales service in a human way. How can the AI get to a level that it can create the most humanness? I don't think that's a word. I'm sorry.
Liz Moorhead:I I feel like it's not sounding correctly to me.
George B. Thomas:The most fix that. Humanness. Still, I don't think it's a even though it sounds cooler that way, I don't think it's here. It's it's The
Liz Moorhead:word we're actually looking for here is humanity. It's a little simpler, but we'll go with humanness. That absolutely cool.
Chad Hohn:Humanification? Hey.
George B. Thomas:Listen. People say automagical all the time. I coined that one. It's like whatever. It's like Sorry.
Chad Hohn:I stole that. I use it all the time. And I always say, George told me this.
George B. Thomas:You know the amount of people who have told me that HubSpot can be automagical? And I just giggle. I don't say anything. I just giggle. I say, yes.
George B. Thomas:I can.
Chad Hohn:Yes. I can. That's
George B. Thomas:amazing. But but here's what's fun. It's like you you have to start to think about the layer that that brings. And and here's the thing. I lied.
George B. Thomas:I'm not even gonna start from the bottom and work my way up. I'm just gonna jump around because it's up here.
Chad Hohn:So that expected. That's amazing. At the end of the day.
George B. Thomas:Like like, company profile. Okay. Company profile does not sound sexy at all. But you're
Chad Hohn:saying Hey. We gotta send you a bill. Put in your address correctly. Thanks.
George B. Thomas:Yeah. Exactly. That's But but in this now here's what's fun. And and, again, I had never filled this out. And and I'm I'm by the way, I'm being completely authentic, transparent, vulnerable, whatever.
George B. Thomas:However you wanna throw this out there. I had company name. Sure. Duh. You do that on setup.
George B. Thomas:I had the domain. Duh. My website is hosted on here, but I never had gone in and put the industry. So I went in here because of data sources, and I put in marketing services. Now what do you think that does as far as connective tissues or understanding about what the machine should talk about or the level or direction?
George B. Thomas:Now now, again, could company profile be a little bit deeper? Yes. Mhmm. Like, are there some things that it could add? Absolutely.
George B. Thomas:But like Chad said, it's the worst it'll ever be. Mhmm. And so just even going in user profile and company profile, you're gonna be adding these foundational, fundamental, like, contextual pieces over time.
Chad Hohn:Yeah. Well, I think that nicely leads us into ICP.
George B. Thomas:Oh, dude. Don't even get me started. So so here's the thing. I George Do you need a moment? Do you need a moment?
Chad Hohn:Do some jumping jacks again, man. You gotta
George B. Thomas:get get that energy. How's it going, baby? You're you're you're you're gonna have to watch it. If you're listening to this, you're like, this dude, like, is on something this morning.
Chad Hohn:But but but you're Monday morning energy for sure. Everyone when we were when we were in, like, the Green Room before we started, it was like everyone was excited about everything that we're planning to do this week. Sometimes, like, those Friday shows would get a little bit, like, just a little, like you know, it's it's been a long week.
George B. Thomas:It's been a long week.
Chad Hohn:We may have some good energy.
Liz Moorhead:Not know how to run the plane.
George B. Thomas:Yeah. Yeah. But but but here's the here here's the thing. I get so excited about this because I realized how how much this will impact the humans that use HubSpot and also the humans that the humans that use HubSpot are trying to impact their help. Right?
George B. Thomas:And so let's go to ideal, customer profiles or ICPs. Literally, when I found this, when I stumbled across this, I was like, okay. This is where it all changes. And I took a screenshot. I put it on LinkedIn, and I said, are you doing this yet?
George B. Thomas:I also put it in the super admin training as a question. Do you document your ICPs in HubSpot? And people are like, What do you mean document our ICPs in HubSpot? Well, this can be a documentation tool that also then allows it to be a data sources tool. So if you go into the data sources tab tab and go into ideal customer profiles, what you can do is you can create new ICPs.
George B. Thomas:And so, like, for us, we have established SMB or marketing manager or HubSpot operations or event driven. Right? And if you go into one of these, you can actually name it. You can give it multiple job titles that it can look for. You can do several industries that you wanted to focus on.
George B. Thomas:You can give it locations. You can give it company size. You can give it suggested revenue. The age age ranges of the potential humans that might be part of the ICP portion, you can give it interests, and you can give it an other section. Now interest in other are real interesting because they're, like, single line text and multiple line text, meaning you're giving it a customized
Chad Hohn:Yeah.
George B. Thomas:Contextual information that it can use. And so it
Chad Hohn:doesn't take is check multi checkbox. Right?
George B. Thomas:So you
Chad Hohn:got a boop boop boop boop pick from the list, but this is like not boop. Put whatever you want in there.
George B. Thomas:Exactly. So it doesn't take an Einstein to understand that, like, oh, well, this is the fundamental, undergrowth engine for the prospecting agent once it's released out of beta and people are using it. Like, this is how it knows who and what and why and where to be looking for these prospects that you might wanna work with. But, also, if I think back from, like, just a content generation standpoint, when now when you go in, Liz, oh my god. When you go in to generate a blog article, it asks you, like, who are you writing this piece of content
Liz Moorhead:to? And I saw that. I saw that.
George B. Thomas:I I I love
Liz Moorhead:it. Okay. Okay. I'm freaking losing my mind over here over that. I've been waiting for you to bring this up.
Liz Moorhead:I'm waiting for you. Because for years, George, you have worked with me, and you have listened to me interview people on hundreds and hundreds of topics. And people always get so freaking hyped about let's talk about the what and the why and the how. And the first question I always ask them if they try to skip over is, wait a wait a minute. Who are we talking to?
Liz Moorhead:Yes.
Chad Hohn:Mhmm.
Liz Moorhead:And now that's why the number one place content pieces go to die.
George B. Thomas:Oh my god. It's that step. Yeah. And so now you're you're literally you're literally saying, I gave you all this juicy context over in ICP. We're about to write this blog article about HubSpot data sources, and I wanna make sure that it's directed into this type of human being that we're educating.
George B. Thomas:The the context and the output differences based on that and it being part of your Hubs anyway. So so listen, listeners. If you haven't gone in and gone to your data sources and at least done this ideal customer profile piece, then you gotta do that. Now I know I know, Liz, in a little bit, you might ask us, like, how can this get better? So I'm gonna save the thing that I just dramatically wanna say right now because I I'm like, there's everything inside of me screaming of, like, of of a thing that needs to happen in here, But I'm gonna Do some more jumping jacks.
George B. Thomas:Come on. Come on. Okay. Alright. Get out.
George B. Thomas:Get out. Alright. Well okay.
Liz Moorhead:So while he's doing jumping jacks, I actually have a question for you, Chad.
Chad Hohn:Okay.
George B. Thomas:Sure.
Liz Moorhead:So here's my question for you. When you take a look at this tool set, right, when you take a look at this suite of settings, do you have, like, an underdog that's just there hanging out in the periphery? Like, the one where you see, like, this is going to bring a lot of value, and a lot of people are just gonna kinda overlook it. Because these data sources, they're directed, but, I mean, I'll say the quiet part out loud. I know we're doing jumping jacks.
Liz Moorhead:Jacks are getting hyped, but, like, we're talking about settings, guys. Mhmm. These don't this is not Yeah. This is not sexy on
George B. Thomas:the surface. But you're not. But go ahead, Joe. Go ahead. Yeah.
George B. Thomas:Mhmm.
Chad Hohn:So well, there's two things here. So underdog for me, I think the underdog that people will overlook is the future extension of the user and company profile and giving your, basically, your content generation engine inside of HubSpot that's aware of all the humans and businesses you're working with, that's aware of all the sales opportunities that you have, that's aware of all the support tickets that you've brought in if you're using and leveraging the entire platform. Right? Knowing who your people are and who your business is is going to truly be the thing that extra personalizes it. I mean, I think that is an underdog for me, at least from my perspective.
Chad Hohn:Now when there's time, I have I have a question related to ICP that I think I'd like to post to George.
George B. Thomas:Okay. Okay. So I wanna give an underdog too. Yes. Because I like the question.
George B. Thomas:I think people are gonna sleep on the marketing goals portion of this. Because when you click on it, you can only select two. And, by the way, the fact that trust is one of the goals and education is one of the goals, brand awareness is one of the goals, engagement is one of the goals, lead generation. But there's this magic mix of if you pick two for your strategy, what does that do? Listen, ladies and gentlemen.
George B. Thomas:If I'm gonna write an article that is to build trust, I'm gonna write it fundamentally different than if I'm trying to generate a lead. If I'm trying to get engagement out of the voice. I'm gonna write it completely different than if I was just trying to educate them. And so the context of the mark but, also, here's where I love to let my brain just kinda, like, go into the future. Does that mean there's gonna be a marketing agent?
George B. Thomas:And if so, what else will be in this panel in the future to actually help direct the marketing agent, know what the marketing strategy is, and maybe the core values and the mission statement, which which, by the way, we can already do, like, at a granular level in the content agent. But what does this grow into? And I think people are just gonna be like, I know what my strategy is. Why does HubSpot need to know it?
Liz Moorhead:George. This episode is amazing.
Chad Hohn:He's ready.
George B. Thomas:How are
Liz Moorhead:you doing, bud? George, how are you doing, bud?
George B. Thomas:I'm taking deep breaths. I'm taking deep breaths. I'm taking
Liz Moorhead:deep breaths. Take a deep breath. Okay. I know we've talked already about what we love about these tools, but I I want to know what we love about them in terms of how they're set up and how they're already functioning. But then I also want to hear from you where we see gaps or clear opportunities for improvement in iteration.
George B. Thomas:Can we wait to do that for a second? Sure. Yeah. Yeah. Because I can't move forward.
Liz Moorhead:I'm impressed. George, hold on. I I gotta say one thing. I'm very impressed. Rather than breaking my outline for this show within the first thirty seconds, you waited, what, like, thirty minutes?
Liz Moorhead:I'm so proud
George B. Thomas:of you.
Liz Moorhead:This is for strength.
George B. Thomas:This is for fault. It's not my fault. It's not my fault. I can't move forward without knowing what Chad's question on ICPs was.
Chad Hohn:Oh, yeah. Alright. So this I mean, I know that at least I for whatever reason, just like I latched on to automagical, I latched on to a training you did on personas. Right?
George B. Thomas:Oh, the yes.
Chad Hohn:That's tough. I really, really loved how you wanted users to essentially self identify the persona and, like, to put it on a form where it's like, hey. I'm this kind of a human or I'm that kind of a human or, oh, man. I'm nobody in this list. You know?
Chad Hohn:Can you tell me a little bit more about you? Right? And the personas are super helpful. And, like, what is the overlap between the personas feature in HubSpot and the ideal customer profile? And is this meant to replace it?
Chad Hohn:Is it meant to link to it? Nope. Right? And, like, what are your thoughts on that? I I wanted to get your perspective on it.
George B. Thomas:Here's the good thing, Liz. I can I can actually answer Chad and you at the same time? Because this is where I was like,
Liz Moorhead:operational efficiency. I'm gonna I'm gonna I'm
George B. Thomas:gonna die if I can't tell somebody at HubSpot that this needs to be so ICPs are the company. Mhmm. Right? Right. And ICPs are for, like, target accounts and and ABM and and, like, and and just, like, b to b.
George B. Thomas:Right? Mhmm. First of all, I I I hope you're using personas properly in HubSpot. Ninety eight percent of you probably aren't. Book time with me.
George B. Thomas:Send me some money. I'll show you how to do it right. It's a fundamental shift of actually how you do the foundational baseline segmentation for communication and reporting in your HubSpot portal, and it allows these humans to self identify, by all that is holy. This training blew my mind.
Chad Hohn:Like, I mean, I it it it is so simple because people overthink personas, and this just changed the entire way that I thought about that property.
George B. Thomas:I'll I'll let you know how you know you're jacked up or not. If you go into your persona tool and the description of your persona doesn't start with I'm a or I'm an, depending on proper grammar, give me a call. Alright. So here's the thing. Here's the thing.
George B. Thomas:Because because you're it's it's wrong. Okay. Also, I'll tell you how you know you jacked up. If you're still doing the three to six months of persona research before you've actually put the personas in HubSpot, give me a call. You're doing it wrong.
George B. Thomas:Alright. Alright. If you're worried about doing, persona research after the fact, give me a call. You're okay. I'm done.
George B. Thomas:I'm done with it. Okay. So here's the thing. The HubSpot AI humans, the people that are in charge of the data sources tab, by all that is holy, can you please add another section that is just hooking up the people who are adding personas right, because then more people can call me, by the way, the people who are actually doing personas right, that it actually looks at those personas. Oh my god.
George B. Thomas:Because if you could do ICPs and the persona property and you had three to
Chad Hohn:five together.
George B. Thomas:Oh my god. And you had three to five positive personas or one to two negative personas, And you could actually look at the activities in your activity feed based on the persona being sent of one of your one to five and ICP. The context around the activities and the understanding of the individual human would be astronaut
Liz Moorhead:the The individual what? Thank you.
George B. Thomas:The human would be astronomical. Like, just this one addition and also then allowing me to train every single HubSpot user how to use personas properly would take HubSpot and the AI to a level that probably I don't think anybody is even thinking about or paying attention to right now. Because what do you get in personas? You get the roles. You get the goals.
George B. Thomas:You get the challenges. You get the demographics. You can create a story. Well, what's a story? Story's context.
George B. Thomas:Oh, really? So now you got pain points? You got goals? You're trying to create content? You know what type of company they live in?
George B. Thomas:Oh my god.
Liz Moorhead:I'm not.
George B. Thomas:I'm just saying so am I.
Chad Hohn:Oh, so good. Yeah. So I'm pretty sure, like, this like, I was just you know, like, that's where my mind went is field mapping personas to businesses. And it's like, just think about what you could do if your system had that level of context and understanding. Absolutely phenomenal.
George B. Thomas:Nobody else would be able to do this. Yeah. Like, HubSpot has laid a foundation that if this piece was implemented and, again, if humans were taught to use the property right
Chad Hohn:Mhmm.
George B. Thomas:O m g.
George B. Thomas:This is the way.
George B. Thomas:Oh, I love come on. Mandalorian, let's go.
Chad Hohn:Oh, let's go. Yeah. So feature suggestion for, this persona mapping, unless the persona starts with I'm a or I'm an, then you can't map it. Oh, yeah. And it just has a link to call George.
George B. Thomas:Call George. Yeah. There should be a little, like, text note. If doing it wrong, call no. I'm just kidding.
George B. Thomas:I'm I'm just kidding. I am, but I'm not Are we though?
Liz Moorhead:Are we though?
George B. Thomas:I'm I'm really not because I've seen when I just like Chad said, by the way, I didn't pay Chad to, like, say these things, but I've seen hundreds of people, hundreds of humans when they watch the workshop or they're part of the workshop or I or I teach them at a one to one shop or they're part of the workshop or I or I teach them at a one to one level of how to do this, they're like, oh my god. This changes everything. And if that's true, in your segmentation, communication, and reporting, imagine how true it is for your AI content generation and for your agents moving forward as far as the contextual understanding of who the frick you're actually trying to help.
Liz Moorhead:So where do you imagine some of our our user pals out there in the HubSpot universe going wrong with these tools, whether that's rookie mistakes, oversights? What are we what are we seeing here?
Chad Hohn:I mean, right now, they're pretty simple. So I just say ignoring them is where you're going wrong. Ignoring them is the number one place you're going wrong. And then, you know, something like the ICP, like, having way too many of them could possibly be a little bit difficult because you wanna keep it probably fairly focused in these early stages.
George B. Thomas:I agree completely with Chad. I will say two other things. One, overcomplicating them. Mhmm. Like, just get it done.
George B. Thomas:Mhmm. You you have the information. Put the information in there. By the way, if you don't have the information Use other AI to help you get the information. Like, literally, take screenshots.
George B. Thomas:Go into ideal customer profile. Take a screenshot of the name, job title, industry, location, company size, revenue. Go into GPT or Claude or I don't you might use perplexity. I don't give tooth watch.
Chad Hohn:You might locally host your own model.
George B. Thomas:Oh, you might. If you're that much of a nerd, you probably already have this job in there. But Chadwick? Chadwick? What?
George B. Thomas:What? Do you
Liz Moorhead:have your is that you? Are you are you speaking for a friend?
Chad Hohn:I don't wanna say.
George B. Thomas:I mean, speaking of speaking of which you
Liz Moorhead:glowing red.
Chad Hohn:Did did you No. It's green now.
George B. Thomas:It's green now, but you gotta be quick. Did you see the article, by the way, about, daisy chaining four Mac minis to actually be able to run your own LLL model? Did you see that yet? Anything? Not why we're here.
George B. Thomas:Not why we're here. Yeah. Because the new, Mac chip in the minis, you can literally daisy chain four of them and then run your own local l l anyway. Okay.
Chad Hohn:But Or you could just steal the Windows computer.
George B. Thomas:Well yeah. Exactly. Sorry. But that's maybe for about, you know, some thousands of dollars. But but here's the thing.
George B. Thomas:Take a screenshot. Go to, GPT, Claude, whatever, and be like, here's information about my company. Here's information about my products and services. By the way, we'll talk about products and services and data sources in a hot second. Yeah.
George B. Thomas:My products and services. Can you help me figure out who my ideal client profile should be based on the problems that we solve? And but, you know, give it the context around your company and then be like, I want you to give me the top three or four ICPs that you think we should be working with and give me the information based on these post screenshot in there and see what it spits out. Now, of course, that's a rough draft. You go, no.
George B. Thomas:We actually wanna work with people who make, like, 10 to 20,000,000, not one to five. No. You know, actually, we don't we don't serve people outside The United States, so I don't wanna add in The UK or or Zimbabwe or whatever. Where wherever. You you it's a draft, but at least it's a fast draft to get the context of your brain working in a direction where you might have overcomplicated it.
George B. Thomas:So don't overcomplicate it and get AI to help you feed AI. Mhmm. Oh, yeah. That's that's what I'll say.
Chad Hohn:I think that goes into, like, you know, often how we've discussed. One of the things that is really helpful to do when talking to an AI assistant is, like, what are other things I should consider about this? Oh, yeah. Right? That's such a great I mean, as with the other, other persona and having a second smart question as George would call it, in the same way, having second smart questions when conversing with an assistant is super helpful.
Chad Hohn:Right? And so I think even if you know who you're talking to and what you're doing, like, just say, hey. Like, what are other things that, you know, might be good to target and see if any of that is helpful for your business. Right? If it opens your eyes to things you never considered before.
George B. Thomas:Yep. By the way, if you heard Chad say second smart questions and you're like, a what? Call me. You're doing it wrong. I'm just gonna I'm just gonna throw that out.
George B. Thomas:Oh my god. You're like, you're doing HubSpot forms wrong. You're doing the persona property wrong. Like, we can we can get you to the next level. Okay.
George B. Thomas:But speaking of next
Liz Moorhead:level doubt, audience, when in doubt, audience, just go to sidekickstrategies.com. Okay? Like, put this man out of his misery. He is desperate to help.
George B. Thomas:Alright. Desperate. Here here's I love helping humans. Yeah. So here so here's the thing.
George B. Thomas:Talk about taking the next level. By the way, I have a, this is awesome, and I'm freaking upset all in one. Okay? But I understand why, but then that's a deeper problem. Let me explain.
George B. Thomas:In data sources, people are like, this dude is on drugs or something. Nope. Nope. Just high on HubSpot. Just gonna throw it out.
Chad Hohn:Just the energy. The energy.
George B. Thomas:So here's the thing. In your data sources, there's products and services. The context that this brings, there is a value proposition place that you can fill in. There is a what pain points does your company solve that you can fill in. And then you can add a product name and description for all of your products and services, which we went in and we added each product name and product services.
George B. Thomas:By the way, we used AI to look at the page to tell us, can you give me a list of the titles and descriptions for each of these products to give us a rough draft to then copy and paste and tweak and put into HubSpot? But now if your if your social agent is doing a social media post on content creation and optimization, which by the way, we we do that at psychic strategies, Or if your social agent is doing a social post on how to do HubSpot personas right, guess what? It has the product and the now couple things here. Why can't it just work with our HubSpot products library? Dang on it.
George B. Thomas:If I have my products and I have my folders and it's the way that it should be, why can't I just hook it up to that? Here's why. I know why. Because 98% of HubSpot users don't have their product set up right, don't have descriptions in them, don't use file folders. So HubSpot, I get it.
George B. Thomas:I get it. Yeah. But golly, can we please train people to you do the do their products? Although, also, some of them, they might not even use products because they do it outside of HubSpot. But there should be a switch where it's like, do you use the HubSpot products tool and have you set it up right?
George B. Thomas:And it looks
Chad Hohn:at those call George.
George B. Thomas:Well, no. Don't call me on that one. Well, maybe. I don't know. I could probably still help you.
George B. Thomas:But if you could flip a switch and then beep bop boop, it looks at the stuff that you already have would be dope. Mhmm. Here here's another piece. Even if I can't get that, can I get another line to the right of the description that allows me to put the URL of the product and service page into it? So when my social media agent actually comes up with the social post, then it can put the link into the product for me.
George B. Thomas:Oh my god. I wanna talk about it. That means I wanna send them there. Can somebody just add one more row for me?
Chad Hohn:Okay. I'm done. I think it would be a column, but you know?
George B. Thomas:Yeah. It's a column. It's it's a column. Don't give me another row. I got plenty of rows of products.
George B. Thomas:I need a column.
Chad Hohn:Alright.
Liz Moorhead:George George. No. I gotta jump in here for a second, Chad. George, we've had this discussion a couple of times now, and and I'm sorry to do this in front of our audience. But
George B. Thomas:Oh, man.
Liz Moorhead:Gotta work on your emoting skills, man. I don't know where you stand on anything.
Chad Hohn:I don't
Liz Moorhead:know what you truly think or feel about anything. I need I need you to bring some of that inside passion out.
George B. Thomas:Yeah.
Liz Moorhead:I know it's there. Work on it.
George B. Thomas:I know it's bottled up. I'm I'm trying. I'm trying, but I'm such an introvert, and it sucks.
Liz Moorhead:It's so challenging. Chad, go ahead.
Chad Hohn:Okay. So one thing I noticed is you must add at least one product or service for the social media agent to work. So you have to have one if you want the social media agent to do anything for you. That's one thing. Now I don't know if anybody knows this, but Public service announcement.
Chad Hohn:Public service announcement. Associations are one of the most powerful parts of HubSpot.
George B. Thomas:Oh, yes.
Chad Hohn:Why can't we just associate this to the products and services that we'd like to use?
George B. Thomas:Oh, yes.
Chad Hohn:That, I think, would be a real great way to go ahead and do that.
Liz Moorhead:That was so cool.
George B. Thomas:I love
Liz Moorhead:that. See public service announcement one more time.
Chad Hohn:Public service announcement.
George B. Thomas:Yeah. Now it's time for giga chat. Oh,
George B. Thomas:let's go. Giga chat. I love it. We lost Liz on giga Chad.
Chad Hohn:She literally rolled all the way
George B. Thomas:across the entire room. She's like Blown away.
Chad Hohn:Sorry. Giga Chad is just too much.
George B. Thomas:You you know, do you know, to to Giga Chad ready for Giga Chad? To yo. To giga Chad, this is I only have one thing to say. Wow. That's all I have to say.
Liz Moorhead:Wow. Alright. I have to get my own soundboard clearly.
George B. Thomas:Alright, George.
Liz Moorhead:So so what's really fun about the conversation that we've had today is that it's only the beginning.
George B. Thomas:Right? Mhmm. Yeah.
Liz Moorhead:We are gonna be this is actually for our listeners at home, this is the beginning of a series because we're gonna be going into each of these individual AI data sources one by one over the next several weeks to really help you capitalize on everything that we're talking about today. But, George
Chad Hohn:Yeah.
Liz Moorhead:From today's conversation, what do you want our listeners at home to go home with today from this conversation? And what do you want them to be thinking about as we go forward?
George B. Thomas:God. Okay. Actually, I have two things. One. One.
George B. Thomas:To the to the to the HubSpotters. Those are the people that work at HubSpot, by the way. I'd love to open up my data sources and have some way to be able to actually associate any custom objects that I have because that's gonna be the most important contextualization to people wrapping HubSpot around their business is the custom objects that they have actually created and the data sources that are inside of there. Now with that said, what I wanna leave the just normal amazing that use HubSpot go into data sources. Go make sure that you've because by the way, we ran out of time.
George B. Thomas:We didn't even talk about brand kits and the way that brand voice and tone has dramatically changed. That's gonna have to be a whole another episode because, oh,
Chad Hohn:I mean an episode on its own anyway. So Yeah.
Liz Moorhead:You know I'm ready to talk about that. You know I'm ready to talk about that.
George B. Thomas:I've It is. Thoughts. But go go act like you haven't used HubSpot before a day in your life. Go into data sources. Go to user profile.
George B. Thomas:Go to company profile. Go to ideal customer profile. Go to marketing strategy. Go to products and service, and just spend a little bit of time setting it up. And if you haven't signed up for the social media agent beta or the customer success agent beta or the prospecting agent beta and you feel like you can use those agents to augment the humans inside your organization, notice I did not say replace, but augment the humans in your organization, that is your directive for this week.
George B. Thomas:Those things right there.
Liz Moorhead:Chad.
Chad Hohn:Do you
Liz Moorhead:think Chad wanna share anything?
George B. Thomas:No. What are Giga
Liz Moorhead:Chad's thoughts?
Chad Hohn:Giga Chad's thoughts?
George B. Thomas:Just do it. Just use it. Build your ideal customer profile. Add your products and services.
George B. Thomas:That's so good. That's the yeah.
Liz Moorhead:This tag
George B. Thomas:is a That's such a big There's
Chad Hohn:a there's a slider on that, and one of the sliders is magnetism. And that's the background music. As the magnetism goes up, the background music gets more intense.
Liz Moorhead:Can can get you out? Kick us out today?
George B. Thomas:Yeah. Take us out.
Liz Moorhead:Kick take us out, man.
George B. Thomas:Hub heroes, thank you for joining. This has been AI setting and data sources.
George B. Thomas:Okay. Hub Heroes, we've reached the end of another episode. Will Lord Lack continue to loom over the community, or will we be able to defeat him in the next episode of the Hub Heroes podcast? Make sure you tune in and find out in the next episode. Make sure you head over to the hubheroes.com to get the latest episodes and become part of the league of heroes.
George B. Thomas:FYI, if you're part of the league of heroes, you'll get the show notes right in your inbox, and they come with some hidden power up potential as well. Make sure you share this podcast with a friend. Leave a review if you like what you're listening to, and use the hashtag, hashtag hub heroes podcast on any of the socials, and let us know what strategy conversation you'd like to listen into next. Until next time, when we meet and combine our forces, remember to be a happy, helpful, humble human, and, of course, always be looking for a way to be someone's hero.