What’s REAL from UNBOUND 2026: HubSpot AI Updates in Action

[01:16]  really the tool. It’s really the foundation underneath all of it. What’s sitting underneath? So, let’s talk about who’s here today. And before I introduce, I want to thank them all for being here. Absolutely lovely. Here’s who you’ll be hearing from. Lily Papki from our team. She kicks us off with some data quality and context again straight from Yaman speech. Chloe Papki walks you through smart deal progression. Becca Stamp from HubSpot is going to demo AgentHub live here. Ryan Gun from HubSpot shows marketing studio in action. and Dax Miller, one of the best people I know from Happily closes the loop with event management and badge scanning. Then we’ll have a bit of a Q&A and we’ll wrap up. But without further

[01:55]  ado, let’s just get this going. Lily, take it away.

Data Quality + Context: The Foundation for Better AI Results

Lily Papki  |  01:58

[01:58]  Thanks, Miles. So that 6% number he shared stopped a lot of us at Unbound. Nine and 10 companies are using AI and only 6% are seeing transformational results. So what separates them? Y gave us three answers. I’m going to focus on one everything today is built on and that’s content context and the quality of the data behind it. We’ve talked about data quality before and you’ll find that video on our YouTube channel, but this year it moved from a nice to have to the headline at Unbound and I’ll show you why.

[02:33]  So, Yam defined context in her keynote in a way I loved. It’s the knowledge about your business, your customers, and your team. Picture your first week as a sales rep. Nobody hands you a spreadsheet of every customer record. Your manager sits you down and explains how the business works, who buys what and why, what needs approval, and what the best reps do. That’s context. AI is no different. You can’t dump raw data on it and say, “Go find me great new leads.” You’ll get slop. It needs three layers. Business context, like your brand, voice, and positioning. Customer context, like conversations, your ideal customer profile, and buying signals.

[03:11]  And then team context, meaning roles, goals, approvals, and methodology. Here’s the big part that surprised even HubSpot. They measured what happens when AI has good context and when it has bad context. With good context, MQLs generated were up to 264%. Deals closed were up 224%. And customer meetings booked were up 200%. But with bad context, every one of those went the opposite way. MQLs were down 28%, deals closed were down 31%. And customer meetings booked were down 49%.

[03:49]  So bad context isn’t just unhelpful, it’s worse than having no AI at all. Humans quietly correct for bad data, and AI doesn’t. We know that product was discontinued. We know that manager changed roles last week. AI knows neither. Yam’s examples. Recommending a product that’s no longer in the catalog. Running a pipeline analysis with the wrong definition and sending an approval to a manager who just changed roles. It’s all fast, confident, and wrong. Kim from Revenue Well said it on stage.

[04:25]  They first tried layering AI on top of dirty data and multiple CRM, and all it did was, in her words, accelerate the problems we already knew we had. So, they moved their entire customer journey into HubSpot first. Once the data was unified, they added buyer intent, a custom engagement score, and the prospecting agent, and their meeting booking rate went from 11% to 43%. She said it’s a step a lot of companies skip, but it’s also the one that pays off. So, here’s what it looks like for Northline Supply, the account we’re going to be following all morning.

[05:03]  Northline is a fictional B2B distributor of industrial and commercial equipment and their sales team is getting ready to exhibit at Unbound 2027. Before their next show, their team runs a data model health check, cleans up duplicates with merge rules and merge preview and documents their ICP positioning and sales process in context home. That’s the three layers we just covered. Business, customer, and team made real by Showtime. Northline CRM is clean and their context is actually written down somewhere AI can use it. Now this matters for everything coming up. Deal progression, AgentHub, Marketing Studio, and Happily all run on the data underneath them. HubSpot even

[05:48]  built context home, which scores how complete your context is and flags the gap. As Duncan put it, the quality of your context determines the quality of your outcomes. So before you add more AI, audit the foundation. Is your data accurate and current? Is your business, customer, and team context documented where AI can use it? And does someone own keeping it that way? Because messy data doesn’t just slow you down, it makes AI actively worse.

[06:20]  Northline did exactly that. Now, let’s see what happens when their sales team gets to work. Miles, back to you, Lily. that was said. Again, I think the bad context being worse than no AI at all is probably something that’ll stick with people mostly because it’s just such a important layer that gets overlooked. It just go straight to the AI without understanding there needs to be a layer underneath it. Obviously, I’m here to let’s just move this forward. Chloe Papki, who is one of our HubSpot implementation specialists here at Von Amazon, she’s going to go through some of that smart deal progression. So, as of now, Chloe, go for it.

Smart Deal Progression: Keeping Your Pipeline Moving

Chloe Papki  |  06:58

[06:58]  Thanks, Miles. And Lily is right. If your data is a mess, AI just makes a mess faster. I have seen it happen. So, let’s pick up our story with more fine supply. They just cleaned up their CRM. Their sales team is heading to Unbound 2027. They’ve got a booth, a target account list, and a quota. And here’s the problem. Every sales leader I talk to says the same thing. I don’t actually know where my deal stands. And it’s not because their reps are lazy. Updating the CRM is the worst

[07:31]  part of the job and it just happens on a Friday afternoon from memory and half the detail is gone most often. But who here has a pipeline full of deals that haven’t moved in 90 days? A lot of us. And those deals aren’t stuck. Your CRM is. Momentum dies in the space between conversations. But that’s the gap deal progression closes. At Unbound, Duncan asked a question that really stuck with me. So instead of you updating the CRM, what if the CRM updated you? That’s deal progression.

[08:12]  It’s Breeze, the same AI layer Miles mentioned, working inside your deals. It reads every call, meeting, email that are tied to a deal. Everyone, not just the latest. You’ll literally see it tell you how many sources that it pulled from. From there, it gives you suggested CRM updates like budget, timeline, decision makers, and objections. Then, ne next best actions like scheduling a meeting, creating a task, or re-engaging a stalled deal. Drafted follow-ups that already know the deal history, and an updated deal plan to keep the buyer aligned.

[08:52]  It doesn’t change the data behind your back. It suggests the rep approves, edits, or rejects. And the human stays in the loop. And I think Daresh said it really well on stage. Name your number. For sales, that number only means something if your pipeline is real. Deal progression is what makes your forecast honest. and let me show you what it actually looks like in HubSpot. So, I’m going to share my screen. Okay, perfect. Everybody can see it, right?

[09:34]  So, now I can’t show you Northines’s HubSpot because Northline isn’t real. I set up a demo deal for Crestline Manufacturing, though, and again, not a real company. Lily actually played the buyer and we ran a practice discovery call with her using HubSpot’s noteaker. And on that call, she gave me a lot of context. Their budgets approved for Q1 somewhere around 200K. Her VP of ops, Marcus, has to sign off first and they’re going to be opening a second facility. So, what we do has to cover both. In the old world, maybe two of those things made it into HubSpot by Friday. Let’s look at the deal right now.

[10:15]  There’s no amount. There’s no close date. And the deal stage is sitting in appointment scheduled. Yeah. So, let’s go see what the notetaker actually suggests doing with it. And side note, you can see the suggestions here. Review four data suggestions and four data changes found. It sits in a few places. The noteaker has a little bit more reasoning behind it. So, let me pull that up. Perfect.

[10:55]  So, this is what you get the second a call ends. The recording and transcript are here on the right, and on the left is everything that it thinks I should do about it. So up top are the CRM updates it pulled from the conversation. It wants to move the deal stage to qualify to buy, set the amount to 200K, and then it even did something that I think is really cool. It did next steps. So it’s basically saying send the proposal by Friday with pricing for both locations. Then she takes it to Marcus.

[11:31]  That’s better than most reps would write. No offense. We’re just busy. So, accept and accept. It doesn’t change anything behind my back. Nothing touches the record until I hit approve. And look, that took about 10 seconds. It used to be 15 plus minutes of retyping if it happened at all. And some things it just handles for me. Like we can see here, the meeting outcome was set to completed. That’s one of my least favorite things that I would have to go do. It also pulled action items for both of us. Mine is a sorry, mine is a proposal and hers is

[12:11]  getting it back to Marcus. One click and that’s a task. And here’s my follow-up email. It’s pulling from everything that we talked about. I hit generate follow-up email. the budget, the second facility. I can tweak a line and I can hit send obviously once it loads. But I’m not gonna do that right now. Let’s just go back to the deal. Okay. But it doesn’t stop at one call. So the card under catchup here, this is deal progression and it’s watching the whole

[12:50]  deal. What happened last? What still needs updating? And down here, what I should do next. And see that AI little tag in the corner? That’s breeze again. And these aren’t generic follow up with the lead reminders. They are specific to this deal and it tells you why. It builds on all the context already in there. Okay. So, my favorite part here is going to be the record summary as well. So, after the call, Lily still playing the buyer. I made her do a few favors for me. She emailed me back and she let me know that the second facility actually pushed it closer to 250K.

[13:32]  And she also said that legal now needs our MSA and a security questionnaire before they can sign. In real life, that can be a blocker buried in an email thread, and nobody finds it until the deal stalls. But I didn’t touch the record after that email, and the summary has already caught both. So, I didn’t update the CRM. The CRM updated me. All right. And that’s the end of the demo. We can take it back to the slides. Great. So, I want to share a few more things worth knowing. There’s also a deal plan that you can share with the

[14:12]  buyer, which we’ll get into another time. And HubSpot’s bringing all of this to email, too. I just opted into the demo, but it didn’t approve me yet. It’s in beta now, so soon those CRM suggestions will come straight from the inbox as well. And one more thing that sales managers, hopefully you guys love, is that if a deal has no activity for 14 days, deal progression will surface a re-engage action with a nudge. So, reach out before this deal is at risk. That used to be a workflow that I had to build. I’ve built many of them and now it’s just built in. So, if you remember those 90-day zombie deals, this catches them at day 14.

[14:54]  And let’s bring it back to the trade show, or not trade show, but Unbound 2027. Northline walks away from that show with hundreds of conversations. Without this, those conversations die in a notes app on a flight home. With it, every follow-up call keeps the pipeline current automatically. And later you’ll see how DAX from Happily can get those boost contacts into HubSpot in the first place. HubSpot reports customers using deal progression win 2.2 times more deals on average.

[15:30]  One customer, Creventa says they’re saving an hour and a half a day per rep. And Jen Spencer at Booth put it perfectly. The system suggests the next step and the rep confirms it and the behavior sticks and that’s the real win. For years we built sales processes that reps ignored. That’s the biggest thing with people and now the process just happens. Okay, real talk. How can we get this set up? What do we need? So calls and meetings, they have to be recorded. You

[16:05]  can use HubSpot’s noteaker on or Zoom or Teams, Google Meet, or you can connect the notetaker that you already use, but if there’s no transcript, it has nothing to learn from. Reps do need connected inboxes and a sales or service seat on professional or enterprise platform. These are public betas except for the email one, that one you have to request. So, a super admin has to opt your account in.

[16:34]  You also should know that some of your credits can be affected. So, suggestions for default properties, that’s completely free, but custom properties, they do use credits if you want to have them updated. And a little bonus is that you can use and load your sales method, I can never say that word, methodology, bant, medic, spiced, or your own. And it makes the suggestions way smarter. And then do you notice something here? Every line on this except for the opting in, but it’s all context. Customer context from your calls, team context, your methodology.

[17:16]  Got me again. That’s exactly what Lily just talked about. Clean data in, useful AI out. So, I have a challenge for you guys. So, pick one sales team, turn on deal progression, and in 30 days, compare their pipeline to everybody else’s. And if you look at that list and think, we are nowhere near ready to set this up. Our data is actually messy. That’s okay. That’s where that’s what we do. So, reach out to us. And then also, the setup is just three steps in AgentHub,

[17:49]  which is the perfect segue into what’s next. So, Miles, I’ll send it on back to you. Thanks, Chloe. I always love that again, especially your deals aren’t stuck. It’s your CRM. You should probably take a look at that. Always makes me laugh. Yeah. Same methodology three times fast. I’m not even going to try. It’s not going to work out well for me. So, I’m like prepared. I’m like, “Oh, no. It’s going to get me.” And it did. Exactly. It happens. But, okay, onwards and upwards. Here we go. Obviously, we have Becca Stamp, who is a senior products manager at HubSpot on the agent

[18:22]  team, and she’s going to walk you through what it actually looks like to build a custom agent in real time. Again, feels crazy to be able to even do that. I’ve watched her do this, and it is amazing. So, please, Becca, off to you.

Agent Hub: Building and Testing an AI Agent

Becca Stamp, HubSpot  |  18:34

[18:34]  Sweet. Thanks, Miles and Chloe. Thanks so much for teeing up content on deals and review for there because we’re going to build a custom agent that helps us understand retroactive learning from our deals and how they can educate our actions in the future. So folks, I’m Becca Stamp. I am the PM over custom agents in agents hub within HubSpot’s AgentHub product and I am going to be sharing a little bit more of a live demo of how to utilize custom agents to learn from past closed loss deals. Before I jump into my live demo, I want to give a quick review on what makes a solid agent. It’s similar to a human teammate.

[19:15]  When you hire a new human teammate, you need to make sure they have their job description. That’s equivalent to their instructions that you provide an agent. It’s what’s their goal, the methodology for getting to their work, the desired output of their work. So what I expect you to have at the end of the week as you get to work, the actions that your new team member has access to. So for a human, I would want to make sure that a new HubSpot employee has the correct access to Slack, to our internal knowledge bases, to a whole bunch of our resources. For agents, it’s similar. I want it to have access to our thirdparty tools, the ability to read or write to

[19:53]  my CRM, to do note creation, and even to connect to those third party systems like Notion, for example, or Google Drive where I might have a lot of rich , 1 second context. Building off of what Chloe and Lily shared around the value of context and really hammering home the value of context, the third core piece of our agent is knowledge. That’s going to be the foundational context that all agents have access to, but then also reusable, compostable, custom knowledge that I may need specifically for the work that this agent is doing. Instead of talking to you about theories, I will show you in practice what I mean. What we’re going to do today is go to agent hub within

[20:32]  the context of your HubSpot portals and go ahead and kick off uh building of an agent live. In order to get to Agent Hub, you go to this little diamond the loop menu item on the side of your portals here and then go ahead and start to express what you want to do directly into this home bar. This is Breeze Assistant. Breeze assistant is my chief of staff and it helps me do all of the things I need to do within my CRM. And in this case, it’s going to help me build my new agentic teammate. So in my case right now, I want to build a close loss deal agent that reviews the loss deals within a specific provided

[21:11]  timeline that uses all of the CRM notes and context that it has access to to look across those past conversations. Chloe was noting maybe the meeting transcripts from my HubSpot meeting note tools and then to add a short review note on the deals that we lost on maybe why we lost it and what we can do better in the future and to return a brief to me. And that brief I want it to show the main patterns across all of these lost deals within this time frame. I want it to recommend solutions and improvements for the future. And then I’m going to use that output of the agent in larger

[21:51]  campaign planning and how I can engage net new prospects and leads in in the classic cooking show metaphor. I’m going to start cooking the casserole and then cut to another page on the the bringing the casserole out of the oven. But as you can see, Breeze assistant is going to be my guide, my chief of staff building an agent directly alongside me. So, it’s starting to go through the context it has within my portal saying, “Okay, Becca, I’m going to build you a closed loss deal agent.” I’m looking across all the context I have access to. I’m thinking about that run input because you noted you wanted to specify a timeline. It’s going to be really my thought partner in this process. Cut

[22:30]  two. After Breeze assistant does some work and thinks about what this build is going to look like, it’s going to propose a plan for me. So in this case, it’s going to say, “Okay, I’m going to create an agent that goes a lot across that provided time frame, looks across your lost deals recently. I need to make sure it has those correct actions like we noted the input. So being able to have a frame for how I communicate with this agent, and then also tell me what it’s going to do once it’s built.” So for me to be able to run some tests and estimate and even automate it once it’s working. So here directly within assistant I can improve a build and we’re going to start to jump into our agent configuration directly from there.

[23:10]  Okay, cutting to that view. This is what my agent looks like. So my my agent here is a closed loss deal agent. Once again, it’s going through that natural the task that I gave it, its job description, and it’s following out and fleshed out my goal and the methodology I would expect it to follow. It also is going to be a perfect opportunity for me to run a test. So, in this case, I’m going to write a test for the past week. And a couple of notes on your test. As you all are building your net new agentic teammates, you can use this test feature to get a clear understanding of what your agent would do if it were running in production. A couple of things to

[23:50]  note on the test. It’s never going to charge you credits. This is the space where you as admins can build something super powerful can refine the output of the agent and the setup of the agent and to build that layer of trust both from a cost point of view and from a work point of view prior to deploying it to production. This test that’s running is a true read of my CRM because I’ve given it that read action like I noted. but it’s not going to write to my CRM in this test feature because once again, I haven’t taken this to production. I’m in the refining stage. I want to make sure that my agent does good work and that I’m willing to pay for the work that it does. So, this is going to be running for a little bit here and it will

[24:33]  explain the thought process it goes through. I have it pulling on some of my competitive battle cards that I added as custom knowledge because I really want to look at those reasons we lost our closed loss deals recently and to draw upon my case studies in my competitive battle cards on how we could help close that gap and address those needs in the future. Cutting over to our run history here, you’re going to see that I’ve got a myriad of different tests that I’ve run in the past. So, for example, this one right here shows a review of, okay, Becca, you gave me a time frame. I’m now reviewing the deals that fell into that. I’m writing notes for each of the ones that don’t have notes so we can have that as retroactive learning for the rep who’s on the deal. And then also I’m

[25:15]  going to aggregate your findings so I can see these kind of patterns of why I’m losing these deals. So it looks like I’ve got some loss to competitors. I’ve got some price objective objectives. So like some pricing issues and maybe even some timing on the customer’s side. So they are running into budget freeze issues. So this is where I as an admin once again can get an idea of okay if I ran this in production. This is what the work would look like for my new agentic teammate and this is the rough estimate of credits of what it would cost. So I can say yeah this is worth it. It’s going to save me time. It’s going to get those resources to me. I’m willing to deploy this. I also can run unlimited number of tests. So I can scale this up.

[25:57]  I can say what does it look like if I run it across a month of data. It’s taking in more context. It’s thinking across more reviews and deals. So, it’s going to be doing more work for me, but it can give a longer and more full assessment across a month. So, you as an admin can go through here and really start to build this up and build your point of view on whether or not these agentic teammates are good for your context here. And you can also set controls on the top level. So, the more I use this agent, the more information I get on its average credits per run and how I can set guidance on the top level to say I don’t want this agent running more than 500 times a month. I absolutely love it, but I’m going to

[26:38]  keep a control over this, especially as I think through my credits here at HubSpot. I want to have the trust and control over each of these agentic teammates to say, you have a core job, you’ve got actions, you’ve got knowledge, and I’ve got the governance over top of you. Okay, so now we have a pretty powerful agent that I’m happy with. I’ve refined the agent a fair amount. I’ve gotten the format of output that I’m hoping for. I’ve run a couple of tests on it. I also just want to note as you’re all building, you can just jam with Breeze Assistant at any point in this process. So, while I was building this agent, I would just open up my little chat actually to Breeze Assistant and I would talk to it. I would say, “Hey, Breeze assistant, I love this output, but listen, man, you’ve given me

[27:19]  way too much context here, and I need it to be more direct and succinct with the same value of impact.” And then, Breeze Assistant actually updates the instructions for me directly there. So, once again, Breeze Assistant is my chief of staff and is going to absolutely rock at bringing forward those insights. Next up, I’m going to automate this. And in this case, specifically for this agent, I’m actually going to automate it through Breeze Assistant. So, I’m going to turn on being able to call this agentic teammate through breeze assistant so that I have the ability to call on it whenever I’m boopping around in the portal and I have a hope for getting getting work outsourced to it.

[27:58]  So, I’m going to give you an example of what that looks like. So, here I’m looking at all my deals. I’m seeing a lot of close reasoning. I’m seeing deal risk irration. I’ve got an idea for like when the recent close dates were. I want to get a better understanding of what is happening across this past week. So what I ended up doing was I just at mentioned my agent here. So I’ll show you what that looks like in real form. If I were to come in here, I could just say at@mention agent, close loss deal agent. And then I could also provide a little bit of context to it. So in this case, I’m going to say, hey, run a review for the closed loss deals on the past seven days and keep your output focused and direct.

[28:35]  So now it’s going to get to work and it’s going to start to be something I can delegate work to directly from Breeze assistant. It might pause at some point to say, “Hey, Becca, this is the average number of credits it takes to run this agent. Do you feel good about that? Do you want to run it?” I can say, “Yep, I approve.” It can keep working and maybe it has some follow-up questions for me. If I didn’t ask the past seven days, it might ask me, “What’s your time frame that you’re interested in?” But really now I can delegate my work to this agent. It can start to pull that analysis and I can use that analysis for my next step. And that is actually where Ryan is going to take the next guidance on how we could potentially use these insights across

[29:16]  our close loss deal agent and utilize them to build smarter campaigns for engaging net new clients in the future. So Miles, I’m going to call you back to the stage here so that we can do a transition and then Ryan can jump in and share more. Thank you, Becca. Honestly, again, I love love how fast that is just because again, I’ve watched you work with these these agents and being able to just spin these up and be able to have real change is amazing and real effect. So, again, thank you. But, as Becca mentioned again, this really does lead directly into Ryan who is senior product marketing manager over at HubSpot and he’s going to show you marketing studio.

[29:54]  So, Ryan, without further ado, off to you, sir. Yeah, thank you, Miles.

Marketing Studio: From Insights to Campaign Execution

Ryan Gunn, HubSpot  |  30:00

[30:00]  All right. So, Marketing Studio, if you were at Unbound, this was the the flagship announcement that we made and it’s a complete reimagining of how campaigns work within HubSpot. So, if you’ve used the legacy campaigns tool in the past or you use the first version of Marketing Studio that was released in beta last year, this has been really built up based on a ton of feedback and is no longer just a place to organize assets. It is now a place for you to plan campaigns, build them, analyze

[30:38]  them, and then use that performance data to inform what your next campaign looks like so you can continually improve. Next slide there, Kayla. What that means is you are you you are hopefully going to get much better outcomes out of this. We’ve already seen the results of this with people that have been using this in beta. People that are using Studio are able to create 81% more campaigns than people who are not using it. And there’s a few, I think, reasons for that that massive increase. One is it’s going to allow you

[31:15]  to create faster. It is going to kind of hold your hand through the development of a campaign brief. It’s going to help you decide on an asset mix. It is going to do a first draft generation of every piece of content that is part of a campaign and then it is also surfacing proactive insights. So it’s not waiting for you to prompt it and ask it a question about what should we do next or is there a gap in my content strategy. It is actually going to on the dashboard of studio give you those insights and it’s a single click to go from that to starting to build a campaign around it.

[31:56]  So I will share my screen and we can jump into a little demo. All right. So picking up right where Becca left off. This is the output of her custom agent that’s analyzing closed loss deals. What I’ve done is open up a breeze assistant chat and I’ve asked it to start creating a campaign based on this analysis. And I went down here at the bottom and copied this markdown text and pasted it into here. You probably don’t even need to do that, but I wanted to be extra sure. But Brie should be able to see whatever is on the screen and see these these previous runs to be able to kick that off.

[32:41]  All I did was ask it to create a campaign and that’s going to automatically call up campaign agent and then it’s going to start asking me questions. So in this output that the closed loss deal agent put together, there’s two possible campaigns, two possible approaches. So, it’s asking for clarification. Which one should we use? So, I will select number two. It’s going to continue to ask questions because this is not something where you are putting in a prompt and it’s going to work off of an incomplete set of data. It is going to make sure it has the context and the clarity to give you good output. So, here it’s asking what

[33:22]  channels we would like to use. I’m going to let it pick for me and it’s going to look at what performs well, what’s what do we have in existing campaigns and it’s going to make some informed recommendations there. Then lastly, it’s asking about timeline. So, I’ll choose a sixe pilot and then it is going to start building out a campaign brief. It may come back to me and ask me more questions as it gets a little further along. But while we’re waiting for that to work, let’s jump over to the dashboard of Marketing Studio. And I’ll show you some other ways that you can create campaigns. So,

[34:01]  , 1 secondthe most obvious way, we’ve got a big button here that says create. And if you hit create campaign, it brings up a few options. One is start with AI. That is going to open up a conversation with Breeze. Very similar to what we just looked at. Upload documents, I think, is my personal favorite one here. So this is where you would add an existing camp campaign brief you already came up with or how I would personally use it is have a strategy call with my team, discuss everything about planning the campaign and then drop the transcript in here so that it will then use that as context

[34:39]  when generating the campaign brief. and it’s going to open up the same type of breeze chat and continue to ask you questions, but it’s just going to have that extra context as background. And then another way you can create campaigns is within these AI insights. These are the proactive recommendations I was mentioning. There are some types of insights where you can, this is not one of them, you can actually create a campaign based on a recommendation. It’s like a large enough recommendation that

[35:13]  it could be the basis for an entire campaign. So those are different ways that you can start generating a campaign. We jump back here to our conversation. It’s now asking about audiences. So we can select an audience. And you can always just start chatting with it instead of directly answering the questions. If you don’t think the options that it’s been given are the best ones, then you can provide it with more context.

[35:45]  And eventually what the output of this is going to be is a campaign brief. So it’s generating that right now. It’s going to be an artifact that’s going to pop up here that is going to be an overall summary of what we’ve generated or what we’ve discussed and then it’s going to have a the ability for you to approve it or continue to refine it. If you approve it, it’s going to start generating all of that context, all of the different asset pieces that it’s recommending. You are gonna create that first wrap context or content. And then this campaign agent does not use any breeze credits. It doesn’t use up any

[36:27]  credits until you start generating content at which point it will Here we go. We’ve got a brief and we didn’t provide a ton of input here, but it’s it’s generated this brief for us. It’s recommended three different assets. And then it’s asking if we want to add a form to it as well. And I’m going to skip that so we can kind of move forward to the next step here. But when you ask it to start generating, then you are going to get an output which looks something like this. So this is all of the different assets that were generated. You can click into each of

[37:06]  these and move into editing them. You don’t have to navigate around HubSpot to different areas to edit a bunch of different assets. It’s all accessible right here. And then we also have automations. So this is a whole new way to view the automations that are part of a campaign. You no longer have to click through multiple workflows. It’s just all going to appear right here. And within this is a simplified workflow builder. If the full workflow builder is a little intimidating, it’s a little too technical, this provides a much more

[37:43]  accessible way for you to build automations that really fit a lot more of the marketing use cases, whereas the full workflow builder could be more of a RevOps tool. But these automations are accessible in either place. If you have a strong preference, you can always jump into the full tool. , 1 secondThe other cool thing here is that you can tag your team in comments. You can add tasks. You can manage approvals. This is really a place where your team can collaborate and manage all of the work that goes into building a campaign.

[38:18]  And then the last thing here is this analyze tab. I know Dax, who’s coming up next, is going to be talking a bit about attribution. We’ve got some cool attribution that’s been built into Marketing Studio. So you can see either across all of your campaigns or a subset how that is impacting revenue. You can track your spend which will give you an ROI calculation. And then there’s a bunch of really useful reports that will show you how your brand is showing up in AI search results, how your content and campaigns are influencing deals that are created, contacts that are created, revenue that’s generated,

[38:59]  just really valuable stuff that you no longer have to build custom reports for. It’s just built straight into this. So with that, I will pass it back and we can transition to Dax. Ryan, thank you again. It’s just it’s kind of crazy how all this it does really connect. You’ve built not just like subject lines or small little things. You’re building all this landing pages and all just this this creative content to all connected all in one space, the same campaign all in one session. So thank you for that. But obviously now that we’ve got everything set up, the data, the deals, the agents, the campaigns, now we’re going to talk a little bit more about the event itself.

[39:38]  And obviously, without further ado, we’ve got Dax Miller, who is the founder over at Happily. He’s going to show you exactly how this really all comes together. And again, he is easily one of the best people in this entire industry. So, Dax, please take it away.

Event Management + Attribution: Connecting In-Person Conversations to HubSpot

Dax Miller, hapily  |  39:52

[39:52]  Hey, I appreciate the love and the kind words. So, what we keep going around and around about is this context. How do you have the robots do the thing without knowing what they’re talking about? And when we’re bringing up context and especially events, you’ve got this example where we’re going to Unbound 27. We spent money on flights, money on food, money on lodging, money on a booth. When you’re doing all of this investment, you really want to capture and expand the surface area of what you’re doing. And you can’t rely on this human memory on what happens. So, you’re taking, if you guys have been to a conference, you’re walking around for days, you haven’t drank enough water, and you’re

[40:31]  talking to dozens and dozens of people, important people, important humans in your life. They’ve come to you and connected for a reason, and you just can’t remember what happened this morning, let alone what this important conversation has. So, I ask, “How’s that memory of yours? Can you remember every single thing?” It’s the conversations and connecting are what make things run. And yes, having context of this is this business with this many employees with this amount of revenue and all of this. Is that the real context? I think the real context is how you connect and that’s going to drive every type of communication, every type of deal room,

[41:10]  every type of landing pes that we’re looking to pedal is about who we’re really connecting to. So we can guide that conversation. So let’s show you how to make that stick. So important part of what Happily does. So we manage we are a HubSpot app that manages not only if you’re hosting events but attending events. Anything that you’re bringing people in person in your GTM strategy. That’s what we do top of HubSpot. And when you have this booth for the team, sometimes it’s this business card. Hey, here’s my card. Here’s my card. Goes in your pocket.

[41:44]  Goes in the wash. It’s all you have no idea. Names and emails aren’t context. It’s the connection that you do. And what I’m going to show you is the easiest way to do that at a booth, which is using your phone, which is already in your pocket. Taking a big picture of the badge. Being able to fill out a any contact properties. So, are they a partner? Do they want to know about the widget A or widget B or widget C? And then what are you guys talking about? How are you connecting? What were they wearing? Do they have a cool purse? How are the earrings? What was the shoes like? Like all of those things that really let you hit those points of

[42:19]  remembering a true conversation is what you can connect right away on your phone. This doesn’t go into a spreadsheet. This doesn’t go somewhere in some third-party app. This directly goes into HubSpot. We enrich that data. Find email, find phone number, get some company information, get their LinkedIn so you can connect right away and send a follow-up email based upon your notes. And that’s just how you eventually. It’s powering all of the things that are going to happen downstream. It’s going to power how the deal moves. It’s going to power the marketing studio. It’s

[42:53]  going to power everything that HubSpot has built on their Breeze platform and being able to drive true measurement, true attribution, and let your CRM actually update you. So, let’s go to the next one. So, what I’m going to show is just the mechanism of how this works so that you can kickstart this attribution because again, why are you using HubSpot? Why are you using a CRM? Why are you going to events? It’s like, I don’t want the drill. I don’t want the drill bit. I don’t want the hole in the wall. I want to hang a picture, but I really don’t want to hang a picture. I want to see the smiles when they see that picture is the thing. What are we doing it for? And

[43:33]  everything that GTM drives towards is going to be like the bottom line. the attribution. Can you provide value and quantify that value that you’re providing to people? We do that in one way which is our mobile lead capture where we’re showing on the screen. I’ll be able to take a picture of the badge and then record a voice note. This is the biggest one. We don’t want people pecking at a booth. There’s too many people coming and going. You want to just be able to just explain what just happened in your own words right off the horse’s tongue. Boom. And it’ll generate that into notes and next steps powered by AI. So, you’re going to have your notes, you’re going to have the next steps, and you also can send them an email as you can say, you can see on the

[44:13]  screen. Also, being able to book a meeting right away. So, just saying, “Hey, let’s talk on Thursday.” Use your HubSpot meeting link that you can add into the Happley app and boom, put that meeting on the calendar. Have that context on the meeting object that can drive more of your reporting and more of your attribution. So everything that you can have is going to be really in one place and powering this context downstream. So I’m going to show you a little bit more of this. So if you want to hit the next slide, here’s the big picture, right? Again, we want to have context so we can drive value so that we can put dollars on the we want to put numbers on the board. your event data. A lot of times when you’re leveraging all of the

[44:55]  things you’ve sent these people out, everyone’s flying around going to this event, setting up this booth, that event data usually ends up living somewhere else. And worst case, it ends up on somebody’s email in a spreadsheet that doesn’t get uploaded into HubSpot for weeks at a time. Again, time kills everything and especially the deals. So, when you have that context immediately, let HubSpot do what it does best. Provide what happened at this conference. Who did you talk to? How many customers did you talk to? How many prospects, how many partners, how many connections were made. When you have that data on top of your revenue data, that’s when the magic happens where you can actually see what deals were sourced

[45:34]  from going there. So that that pipeline won’t that pipeline can move itself, but the deal’s got to exist and you got to know where that deal came from so you can add that relation that relationship context. Remember, it’s about not just the data that’s on each object, the contact, the deal, the lead. It’s about how they’re related. And we relate deals to the event so that you could see where they’re sourced, see when they’re influenced. So, if something was open prior to the event, we had a couple conversations with the team. We found out what was really the sticking point. That is more context that’s going to help that deal move forward automatically based upon all the cool stuff that you were seeing today. And then being able to schedule meetings not

[46:13]  only here. So, I’m going to schedule a meeting that happened at the booth. I want to actually while I’m talking to people, I can schedule meetings for after the event. Again, expanding the surface area of the impact you can make in person. So, all this technology while you’re doing all of this stuff in person happily is throwing everything right into HubSpot. So, Breeze can be just constantly working, constantly setting things up, constantly moving deals, moving things around, shifting owners. All of that is kind of again we’re powering what we got to give the AI the love it deserves. It’s got to we’ve got to let it know what’s happening in the

[46:47]  real world so that it can do that work that saves hour and a half per rep per day. All of that together is how you can really win in this GTM strategy of meeting people in person. So here’s the next one. , 1 secondAttribution isn’t onetoone for every company. And when you’re dealing with different types of deals, different deal cycles, some people are having 18 to 24 month deal cycles, some some people are transactional, so it’s very week to week. What you’re able to do in happily is build out your attribution model. So again, all of this can be inferred more and more into the relational context that AI needs inside of Breeze to make

[47:27]  the correct decisions to give the right playbooks or apply the correct playbooks etc. So we deal with hey do I want to associate this deal to the first event they went to the most recent event they went to or every single event so that I can understand how events affect everything that we do. Similarly if I go and meet Miles and I want to work with Vonazan but my partner goes and signs the deal. Do you want to attribute that because it’s at the company level or the contact level which would be me and Miles versus the company level which is going to be Happily as a whole. Then you can track source deals setting your attribution window and all just lots of bells and whistles to make sure that

[48:07]  again you’re giving the correct directions when you’re not there to give those directions and everything can just run. This data lives inside of HubSpot. You’re not importing. You’re not doing any work. I guess one of the biggest kind of like overarching things that we’re talking about is that HubSpot is so powerful. It does this stuff for you. There’s no need to go back after being away from your family for a week at an event Unbound 2027 and doing all this stuff and be like, “Man, I just did all this stuff all week. I was going ham for 90ome plus hours straight. Not drinking

[48:45]  enough water, not sitting down.” Now you have the work doesn’t have to start when you get back. You need to decompress, not be around humans for a day or something. But what’s awesome is that since this data is directly inside of HubSpot, all the calculated properties just keep running and running. All the deals keep progressing. All the follow-ups keep automatically happening because you know what you talked about. You know what it said. You can have a personalized follow-up rather than, “Hey, nice meeting you. Thanks for coming by the booth. Here’s our stuff.” you’re able to actually say, “Thank you. I know that you had we’re talking about shopping at the Goodwill. We were trying to get 50% off day.” All these things that really make the follow-ups like I

[49:26]  love that part of after meeting someone and sending an email from HubSpot automated because of the context that I gave it of exactly what we talked about and having that subject line being like, “Hey, I know where you live. 53rd and Martin Luther King Drive in Chicago like drove by there a bunch of time. They got the new Obama Center.” All these things. This is what connection is made and HubSpot can power that. But all it takes is for HubSpot to have the context of what you guys talked about. So what I’m showing here is being able to see right on the event record the source revenue, all the good revenue, all the good numbers. That’s just going to calculate automatically. I’m going to show you in person. So you can jump to the next slide. We’ll do a little demo here.

[50:03]  We’re going to do that live demo. We’re going to do it just your Open AI. It’s going to break and then I’m going to make a LinkedIn post about it. It’s going to be great. So let me share my screen and just show you like at a high level how this would work. So, let me share. So, shout out in the audience if you can see my my phone. What I have is the Happily app up and I’m able to I’m going to scan a badge of somebody that I know. We’re going to do we’re going to pick the event. One of the cool things about this is I can see the leaderboard as well. So, I could have what they call knife fights in the parking lot for the sales reps that are out on the floor. See who can do the best. But what we’re going to do is we’re going to scan this badge. Look at this girl Europe. Someone you might have heard of. I’m going to take a picture of this badge off my

[50:47]  screen and I can use that photo. What we’re doing is we’re going to use our data waterfall to try to find email, phone number. But first, we look in HubSpot because guess what? HubSpot has the context already. And this is again the theme of the show that you’re going to realize is that having the the context of everything is super important. And when you can just snap a picture of the badge, boom, you’re in. That’s the magic. So, let me pull up what this looks like inside. So, now I can type in my notes or next steps or I can just record with AI and just say what we talked about. Boom. Obviously, me and Miles go back. We could do all the things. I can connect with them on LinkedIn. I can see him in HubSpot. I

[51:25]  can fill in some information right there on on that and then save that. Send an email, book a meeting. All that happens really quickly and he hasn’t even left the booth and we’re really connected. And most importantly, my CRM has context that this happened. So, I’m going to change my screen share and I’m going to share what this looks like right inside of HubSpot. So, if I look at this, you’ll be able to see. Let me move this out of the way. So, here’s what this looks like inside of HubSpot. I always create a conditional middle panel card so that if

[51:59]  someone was scanned at an event, it shows all the information and what the conversation has. So, it’s super good for the humans that are jumping into the CRM to be like, do we talk to this? Where did we learn about this person? Boom. Talked about Miles. Miles just got back from Egypt. He gave me some Egyptian money. Miles, I still got that dollars. Those dollars. It’s a thing. You’re headed out to Mexico. That’s how I knew you were in Mexico. And you clearly travel a ton because your name is Miles. And we’re going to connect about doing a webinar with HubSpot post inbound. Lo and behold, what are we doing right now? The thing he’s a partner and we want to do follow-up call. So this context is so important

[52:31]  not only for the person browsing and looking at the context, but this can be used by every single piece of AI that HubSpot touches. So when you’re doing Breeze and you need to draft me a couple follow-up emails for this, what if you have someone that was scanned that’s connected to the deal that was scanned at a conference that you have a personal connection to? That’s who you want to email. That’s who you want to put context around. That’s where you’re going to be able to get things unstuck and also have Breeze work for you in the best way possible. So we were able to see that and again looking at those reports because we’re making this data all inside of HubSpot you it’s all HubSpot reporting so you can see your cost per leads you can see your influence pipeline your average close one. This is what event marketers don’t get to see and you don’t get to build

[53:14]  stories and talk to leadership talk about the business and build a real narrative of what’s going on if you as a human have to fight to get this data. Imagine now what Breeze can do for you when you have all of this event data and extra context around the actual conversations. We talk about we talked about call transcripts, there’s webinar transcripts, there’s all these transcripts, but what happens when you’re meeting in person? Where’s the transcript? Where’s the This is what really connected us. And that’s what happens. So, if any email that I get sent when I get home, if I didn’t already send him one from the Happily app, I know exactly what I’m talking about on this email.

[53:53]  Truth be told, when you have context around everything that you’re doing, every connection that you’re making, you can power so much around inside of HubSpot. Without that context, it’s just a name and an email. And I’m treating Miles like nobody different than anybody else that I didn’t meet. Everything is about the connection that you can make in person. So when you have a GTM strategy that deals with bringing people in person, and I recommend to everyone do something where we connect, can high-five, give hugs, break bread, that

Bringing It All Together: Closing Remarks

Miles England  |  54:27

[54:27]  powers you, that can power your CRM more than first of all, Dax, that’s amazing. Second of all, the fact that you still have that that dollar makes me incredibly happy because again, it was from Egypt. It is quite lovely. But even more importantly, that is a satisfying close to the story. You can literally watch all of that loop just complete. As you mentioned, someone skins in, they’re a contact, the work of fires, the agent has the context, the campaign knows who they are, and that’s what connected all with on all this actually looks like in practice. But that’s really what today was. We started with the foundation, the clean data, the right context. From there, smart deal progression, kept the

[55:03]  pipeline honest. We built an agent to surface what mattered in root to marketing studio, turned the campaign into something ready to launch in a single session. happily made sure obviously that every single lead from the event floor fed right back into all of it. One workflow start to finish. I I do would love a Q&A, but I think we’re at kind of time right now. So, if everyone can come back, the one thing I will do is again, if there’s questions, please, you’re going to be getting a follow-up email with the recording, a wonderful how-to guide with some some quick and easy agents to set up. Obviously, we also have a QR code if you see that on the screen, which will be next. Yeah, there it is. We get on a

[55:44]  session with us. We’ll sit there with you for 60 minutes and build out an agent. I really also want to say thank you to Dax, to Becca, to Ryan, Lily, Chloe. Your support throughout all of this has been amazing. As Dax already mentioned, we did discuss this at Unbound. He wrote it down. And look, here it is. Obviously, that is the entire process working perfectly. So again, thank you to you all that showed up. To those that didn’t and are getting the recording, thank you as well. And everybody again, have a wonderful rest of your day and I look forward to talking to you all soon. Thank you. Thank you.

[56:17]  Thank you. I say I was laughing very happily. Hey, smiles. That’s the intention. We’re trying to make smiles. Just make me laugh again. Thanks everybody. Bye. Take care. Bye.